DBA and fictitious business name filing
The fastest, least expensive way to operate under a business name — filed with the right office, and published where the law requires it.
A DBA — "doing business as," also called a fictitious business name, an assumed name or a trade name depending on the state — lets you legally operate under a name that is not your own legal name. If you are Maria Gonzalez and you want the sign, the invoices and the bank account to say "Sunrise Cleaning Services," you need one.
It is the cheapest and quickest way to get a business name on paper, which is why a lot of new owners start there. What a DBA does not do is create a separate legal entity or shield your personal assets — it is a name registration, not liability protection. We are direct with people about that distinction so nobody walks out thinking they bought something they did not.
Where it gets filed varies by state. Some states register trade names centrally with the Secretary of State; others, California included, do it county by county. A few also require the filing to be advertised in a newspaper afterward. We find out which rules apply to you before anything is filed.
What your DBA filing includes
- A records search to check whether the name is already in use where you are filing
- The fictitious business name or trade name statement prepared and filed with the correct county or state office
- Newspaper publication arranged where the state requires it, for the full period required
- Proof of publication filed back with the county so your registration is actually complete
- Certified copies for your bank — most banks will not open a DBA account without one
- A reminder of your expiration date so the registration does not quietly lapse
Filing a DBA in California
California files fictitious business names at the county level. Orange County filings go to the Orange County Clerk-Recorder in Santa Ana, a few blocks from our office; Los Angeles County filings go to the Registrar-Recorder/County Clerk on Imperial Highway in Norwalk.
Then comes the step almost every first-timer misses. California requires the statement to be published in an adjudicated newspaper of general circulation in that county, once a week for four consecutive weeks, within 30 days of filing — and a proof of publication has to be filed back with the county afterward. Skip it and the registration was never properly completed. We arrange the publication and file the proof as part of the same job.
- Filed with the county clerk where the business is located, not with the state
- Four consecutive weeks of publication in an adjudicated newspaper in that county
- Proof of publication filed back with the county within the required window
- Valid for five years from the end of the year it was filed, then renewable
- A new statement is generally required if the owners or the address change
A DBA is usually the right starting point if you…
- Are a sole proprietor or a partnership operating under a trade name
- Need a business bank account in the business's name and nothing more complex yet
- Want to test a business idea before paying to form and maintain an LLC
- Already have an LLC or corporation but want to run a second brand under it
- Were told by a bank, a vendor or a city clerk that you need a fictitious business name statement
- Want to be operating legally this month rather than next quarter
How it works
How your DBA filing goes
Name search
We check the records where you will be filing to see whether your name is already registered, and flag anything likely to cause a conflict.
File with the right office
We prepare and file the statement with the correct county or state office and get you certified copies for the bank.
Publish and prove
Where the state requires it, we arrange the newspaper publication and file the proof of publication so the registration is complete.
Questions
Frequently asked questions
How long is a DBA good for?
It varies by state. In California a fictitious business name statement is valid for five years from the end of the year in which it was filed, then it has to be renewed, and a change of owner or address generally requires a new statement before then. We keep your expiration date on file and can handle the renewal.
Do I really have to publish it in a newspaper?
In California, yes — once a week for four consecutive weeks in an adjudicated newspaper of general circulation in the county, within 30 days of filing, with proof of publication filed afterward. Not every state requires it. It is the step people most often skip, and it leaves the registration incomplete.
Does a DBA protect my personal assets?
No. A DBA is a name registration only. If liability protection is what you are after, that is what an LLC or a corporation is for. We will tell you honestly which one fits what you are actually trying to accomplish.
Can I open a business bank account with just a DBA?
Usually yes — most banks will open a sole proprietor account with a certified copy of your filed DBA and your EIN or Social Security number. Requirements vary by bank, so we give you certified copies to take with you.
I have an LLC already. Can I still file a DBA?
Yes, and it is common. An LLC that wants to operate a second brand or a different trade name files a DBA with the LLC as the registrant. We file it that way so the two records line up.
Important: California New Business Bureau is a private document preparation and business filing service. We are not a government agency and we are not affiliated with or endorsed by any Secretary of State, the IRS, or any other government body. We are not a law firm or a CPA firm, we do not provide legal or tax advice, and we do not represent you before any agency. Government filing fees are set by the agencies and are separate from our service fees. Self-filing directly with the agency is always an option and forms are available from the agencies at their published fees.
Other filings we handle
LLC Formation
Form an LLC in any state. Formation documents, EIN, operating agreement and the compliance calendar your state expects.
Learn moreIncorporation
C-Corp, S-Corp or nonprofit, in any state. Articles of Incorporation, bylaws, stock certificates and the S-Corp election.
Learn moreLicenses, Permits & EIN
Federal EIN, city business license and state sales tax permit — plus the trade-specific permits most people don't know they need.
Learn moreReady to get your paperwork started?
Call us or request a free consultation. We will walk you through exactly what your filing needs in your state, what it costs and how long it takes — and if you are in Southern California, you are welcome to come in.