I built Choice because I'm fed up.
I'm McKeane. I own and run Choice, a free browser extension that shows you what companies have done and what alternatives you have, right while you're browsing.
Companies spend billions trying to earn our loyalty with lower prices, faster shipping, rewards, convenience. But the relationship is one sided. The companies we buy from can raise prices, collect our data, lobby the people who regulate them, cut corners, take public money, and make decisions that affect millions of people.
And most of the time, figuring out what they've actually done is harder than it should be.
My mom noticed the problem before I did. She wanted to stop giving her money to companies she disagreed with, but researching every company, checking sources, and remembering everything she found was becoming a job. She asked me if I could make it easier.
So I built Choice.
Choice does the research and puts the important information in front of you when you're actually making a decision. It shows you what a company has done, where the information came from, and what alternatives you have.
You decide what matters to you.
Choice isn't built to think for you, and it doesn't score companies. You tell it what you care about. If a company has done something that conflicts with that, Choice lets you know.
Your values. Your decision.
My goal when building this was to give you the information you'd have if you spent hours researching a company, without requiring the hours of research. Every finding is short, every source is one click away, and you can check the evidence yourself.
If I've gotten something wrong, tell me and I'll correct it.
I own and operate Choice independently. There are no investors, no outside funding, and no partners with a say in the results. Companies cannot pay to be included, removed, ranked higher, or made to look better. I don't owe them anything. I pay for Choice myself.
Choice exists so you're never guessing again, and so you're not doing it alone.
This works when we work together. One person checking a label is a habit. A community checking together is a movement. And a movement growing every day is how we build a more transparent future together, choice by choice.
That's why I built this.
If that idea resonates with you, share Choice with someone who should have a choice too.