Business Partners Split — Who Gets the Google Business Profile, Reviews and Name?

Quick answer: A Google Business Profile represents a business at a location, not a person. When partners split, the profile — with its reviews — should stay with whoever continues the same business at the same location under the same name. The partner who leaves and starts a new business should create a new profile for the new business and location; reviews don't move. Google won't decide legal disputes between partners, so agree in writing who keeps the profile, transfer primary ownership to them, and remove the other partner's access. If a dispute can't be resolved, use legal documents (partnership deed, dissolution agreement) to support any request to Google.

Partnerships end, family businesses divide and franchises close. The Google Business Profile — often holding years of reviews — becomes valuable and contested.

Who should keep the profile?

Google's guidelines tie a profile to a real business at a location. Generally:

• Same name, same location continues: that business keeps the profile.
• New name or new location: the departing partner creates a new profile.
• Business closes: mark it permanently closed (delete or close profile).
• Both continue under the same name at different locations: this is complex — each location can have its own profile, but using the same brand may confuse customers and raise trademark issues. Agree on naming first.

Reviews stay with the profile

Reviews can't be split or transferred. They belong to the profile (transfer profile).

Ownership and access

Profiles have owners and managers (add managers and owners). A primary owner can transfer primary ownership to another owner. After the split:

1. Agree in writing who keeps the profile.
2. Make that person primary owner.
3. Remove other partners' access.
4. Update phone, email and website if they belonged to the departing partner.

When there's a dispute

Google doesn't resolve business disputes. If a partner refuses to transfer or removes your access:

• Use the ownership request process with proof of the business (request ownership).
• Provide documents such as a partnership deed, dissolution agreement, GST registration and shop licence.
• Consider legal advice for serious disputes.

Two businesses at one address

If partners split and both continue at the same building — for example, two brothers dividing a shop into two units — each business can have its own profile with distinct names, entrances and phone numbers (multiple businesses at one address).

Name changes

If the continuing business changes its name, update the profile and signage together (change name). The departing partner shouldn't use the old name if the agreement says so.

Avoid hijacking

Don't change the name of a shared profile to your new business, create duplicates or post negative reviews about the other partner. These actions violate Google's policies and can lead to suspension (duplicate listings).

Before a split: agree early

Include these in your partnership or settlement agreement:

• Who keeps the Google Business Profile
• Who keeps the phone number, website and social accounts
• Who can use the business name
• Timeline for transferring access

Example: brothers dividing a sweet shop

Two brothers ran a sweet shop. When they split, one kept the original shop and name; the other opened a new shop with a new name nearby. They agreed the original profile stayed with the first brother. The second brother created a new profile and started collecting reviews. Customers weren't confused because names and locations were distinct.

Example: a dental partnership dispute

Two dentists ended a partnership. The departing dentist removed the other's access. The remaining dentist used the ownership request process with the dissolution agreement and clinic registration, and regained access. The departing dentist set up a practitioner profile at the new clinic (doctor listings).

Checklist

• Agree who keeps the profile
• Transfer primary ownership
• Remove departing partner's access
• Update contact details
• New profile for new business
• Keep documents ready

Key takeaways

• The profile stays with the continuing business at its location.
• Reviews don't transfer.
• Agree in writing and transfer access cleanly.

Sources and further reading

• Google Business Profile Help — manage owners and managers: support.google.com/business

Phone numbers, websites and social accounts

The Google profile isn't the only asset to divide. The business phone number often sits in one partner's name, the website domain may be registered to another, and Instagram or Facebook pages may be managed by a third person. Make a list of all digital assets — Google profile, phone numbers, WhatsApp Business, domain and hosting, email accounts, social media pages, Justdial and IndiaMART listings and payment accounts — and decide who keeps each. Transfer them in a planned order so customers aren't left calling disconnected numbers or visiting dead websites (NAP citations).

Informing customers

After a split, customers may be confused about which business is which. The continuing business can post a short, neutral update: "We continue at the same address with the same team." The new business can post its own launch announcement on its new profile. Avoid blaming or criticising the other partner publicly; customers lose trust when they see disputes online.

Frequently asked questions

Can I take reviews to my new business?

No, reviews stay with the profile.

Can Google decide who owns the profile?

Google follows its ownership processes, not partnership disputes.

Can both partners use the same name?

Only if legally agreed; avoid confusion.

What if my ex-partner deleted the profile?

A deleted profile can sometimes be restored by the owner; contact support quickly.

Should I mention the split publicly?

A short post about a new location or name can help customers.

Can my partner leave negative reviews?

That's a conflict of interest and can be reported.

Can a franchisee keep the profile when a franchise ends?

It depends on the franchise agreement; often the brand controls profiles. If the franchisee continues under a new name, a new profile is usually needed (franchise owners).