The Incentives Problem Behind Fragmented Business Data | AIMSOO

# The Incentives Problem Behind Fragmented Business Data | AIMSOO

> Small businesses update the platforms that generate revenue first. That's why fragmented business data is as much an incentives problem as a technology problem.

# The Incentives Problem Behind Fragmented Business Data

![Paul Huynh](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F2n4eq7eq%2Fproduction%2F27a30ddac2874add5f2f1c76074b5c48f315a308-1536x1024.png&w=96&q=75)

Paul Huynh

Co-founder, Chief Revenue Officer

May 5, 2026

![The Incentives Problem Behind Fragmented Business Data](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F2n4eq7eq%2Fproduction%2F68d69a3e745016589583e90e1420641cb5209c8b-3840x2160.jpg&w=3840&q=75)

One thing I keep noticing when talking to small business owners is that they update the platforms that make them money.

A restaurant will update their menu on Uber Eats or DoorDash instantly because if they don't, they lose orders. But their Google Business Profile is often outdated or forgotten. Not because they don't care but because there's no immediate incentive.

Every platform creates its own gravity and small businesses follow the revenue. I've seen the same pattern play

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