Registering a DBA in Wisconsin


Registering a Wisconsin DBA (doing business as), also known as a trade name, is a simple process that you complete with the Department of Financial Institutions.

Learn How to Get a DBA in Wisconsin yourself in two simple steps:

You can hire a professional service such as LegalZoom to file your DBA for you. Their packages start at $99 (plus state fees).

Image of a man searching how to file a D B A online.

DBA Wisconsin - Learn How to File a DBA in Wisconsin in Two Easy Steps

Step 1: Start With a Wisconsin DBA Name Search

If you haven't already, head over to the Wisconsin Department of Financial Institution’s Online UCC System website to make sure your trade name isn't taken by another registered Wisconsin business. Your name can be similar to other business names, but it’s still a good practice to create a unique name.

TIP: Our business name generator tool is a great resource for entrepreneurs who are still working to create the perfect business name or website address. You can also use our free logo generator tool to make a logo yourself! No design experience necessary!

In Wisconsin, your trade name should not include:

  • Any business entity suffix, such as LLC, Incorporated, Corp., etc unless the business is actually an LLC, corporation, or etc.
  • Any terms given to financial institutions, including: "bank," "banc," "banco," "banque," "banker," "trust company," "savings and loan association," "savings bank," "credit union" or other similar words.

Next, a quick search on the U.S. Trademark Electronic Search System will tell you whether someone else has already trademarked your name.

Now would be the perfect time to make sure there’s a web domain available for your DBA as well.

Find a Domain Now

After registering a domain name for your DBA, consider using a business phone service to improve customer satisfaction and further establish credibility. Our top pick is Nextiva because of its affordable pricing and useful features. Start calling with Nextiva.

Step 2: Register Your Wisconsin DBA With the State

In Wisconsin, you register your DBA with the Department of Financial Institutions. You can file online with the state's UCC & Trademark System or by completing a walk-in application.

The application will ask for your new DBA name and information about your business, such as:

  • Your business address
  • Date of the name’s first use
  • Whether it is a new registration or a renewal


Submit Your Registration of Trade Name Form

Walk-In

4822 Madison Yards Way, North Tower
Madison, WI 53705

Fees

  • $15 Filing Fee


Manage Your Wisconsin DBA

DBA Questions

Call the Wisconsin Department of Financial Institutions: 608-266-8915

Renew Your DBA with the State

Your Wisconsin trade name needs to be renewed every 10 years. You can renew online or by completing a walk-in application at the address below:

4822 Madison Yards Way, North Tower
Madison, WI 53705

Change Your DBA

You will have to file a new registration to change your trade name. To make changes to your address or other contact information, file a trademark filing amendment online or complete a walk-in application at the address below:

4822 Madison Yards Way, North Tower
Madison, WI 53705

Withdraw Your DBA

To cancel your trade name, file a trademark filing cancellation online or complete a walk-in application at the address below:

4822 Madison Yards Way, North Tower
Madison, WI 53705

Need Help Filing Your Wisconsin Trade Name?

Have a Professional Service File Your Wisconsin DBA For You

A professional service will handle filing your DBA on your behalf, allowing you to focus on the other needs of your new business.

We recommend using LegalZoom ($99 + state fee) for a personalized DBA service.

FAQ DBA Wisconsin

Can I file a DBA online in Wisconsin?

You can file your DBA online at the Wisconsin Department of Financial Institution’s online filing system website.

How do I change my DBA in Wisconsin?

You will have to file a new registration to change your trade name. To make changes to your address or other contact information, complete the process online or complete a walk-in application at the address below:

4822 Madison Yards Way, North Tower
Madison, WI 53705

How can I insure my Wisconsin DBA?

DBAs don’t require insurance because DBAs aren't a business entity. However, the business entity that the DBA is under will need protection from losses that can happen naturally in the course of business, such as property damage or lawsuits.

We recommend Tivly because they provide coverage for a large variety of businesses. Get a free quote from Tivly or call 855-965-3168 to learn more.

How can I withdraw my DBA?

To cancel your trade name, complete the process online or complete a walk-in application at the address below:

4822 Madison Yards Way, North Tower
Madison, WI 53705

How often should I renew my Wisconsin DBA?

Your Wisconsin trade name needs to be renewed every 10 years. You can renew online or by submitting a walk-in application to the address below:

4822 Madison Yards Way, North Tower
Madison, WI 53705

When is a DBA required in Wisconsin?

Trade name registration is optional in Wisconsin.

How do I transfer my DBA in Wisconsin?

You can transfer ownership of your trade name by filing online or by completing an in-person application at the address below:

4822 Madison Yards Way, North Tower
Madison, WI 53705

Is my Wisconsin DBA protected from being used in other places?

There are some state-level laws that prevent DBAs that are too similar to existing ones from being used, but your name is not protected in Wisconsin. It is possible to create a federal trademark for a DBA, which would offer stronger protection across state lines.

How many DBAs can I have?

You can have as many DBAs as you can afford to create and are able to keep track of. However, more isn’t necessarily better. Each one will come with additional incremental expenses and paperwork, so you will want to make sure you have a good reason for each one you have.

Can a DBA get an EIN or Tax ID?

DBAs aren’t required to have a separate EIN because DBAs aren’t a business entity. The business entity that the DBA is under would have an EIN if an EIN is required.

To learn more about EINs and when you would need one for your business, read What is an EIN from our friends at TRUiC.

Can a DBA become an LLC?

Your DBA is just a name. A DBA is often confused with a sole proprietorship. If you mean “can my sole proprietorship become an LLC?” then the answer is “Yes. Absolutely.”

To learn how to form an LLC, visit our Form an LLC state guides.

Can a DBA have "Inc." in the name?

A DBA can only have "Inc." in the name if the business entity the DBA is attached to is a corporation.

How do I set up a DBA for a rental property?

It’s always best to consult an attorney. Usually, the best option is to form an LLC to protect your personal assets in the event of an issue with the rental property. Holding the rental property in your name and with a DBA will not afford you any protection.