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"Doing Business As" is an important aspect of doing business because it allows separation of business and organizational administration as well as important banking, tax and branding functions. Something as mundane as cashing a check at the bank can be done in the name of your registered brand or dba but not if the check is written out to an LLC or Inc. However, there doesn't seem to be a way to make this distinction officially in the Xero software. As an example, my company is X-Ray and Digital Services, LLC but I do business and all my branding is under Fix My X-Ray. So, when I send an invoice and it's contact info is my LLC, it's confusing to my customers. Furthermore, since there is no official way to make this designation in the software it makes connecting to merchant and banking services with Xero clunky or impossible unless I break the cardinal rule of NOT having payments written out to the LLC. Let's compare this with a very well known company, Alphabet. When you use one of Alphabet's products and receive an invoice, bill or line item on a statement, it doesn't say "Alphabet Inc" it says Google or YouTube or Pixel or FitBit etc... It would be wonderful to see this fixed in Xero.