Gusto
NewNew to the index — the Gusto profile is being built from its website.
#1 of 46 in Payroll500,000 customers (per yespress.io)62% positive in AI answers
Data collected ·ChatGPT, Perplexity, Google AI Mode·coverage 100%·next run
- Gusto ranks #1 of 46 in Payroll with an AI visibility score of 49.2 (SlateIndex, Nov 3, 2026).
- Gusto is most visible on Google AI Mode (52.8) and least on Perplexity (44.8).
- AI engines name Gusto in 23 of the 30 Payroll buyer prompts SlateIndex tracks.
- gusto.com is the source AI engines cite most in answers about Gusto, with 38 citations.
About
Company details for Gusto
Gusto provides payroll, benefits and HR software for U.S. small and midsize businesses, including tax filing. Gusto Embedded offers a payroll API that other software platforms can build on, using RESTful endpoints and OAuth2. The platform is cloud-based and covers U.S. payroll and compliance only. It ranks #1 of 46 in Payroll on SlateIndex and has a visibility score of 49.2 in the latest weekly run.
Founded in 2011 and headquartered in 525 20th Street, San Francisco, CA 94107, the company employs an undisclosed number of people.
- Website
- gusto.com
- Categories
- Payroll
- Headquarters
- 525 20th Street, San Francisco, CA 94107
- Founded
- 2011
- Company type
- Private, venture-backed
- Funding
- Seed
- Customers
- 500,000 · per yespress.io/gusto
- Deployment
- Cloud-based SaaS
- Compliance
- SOC 1 Type II, SOC 2 Type II, HIPAA
Read from graphiq.ai, ycombinator.com, g2.com, dhrmap.com, hr.software, embedded.gusto.com · refreshed Nov 3, 2026.
AI visibility
Latest weekly run · Nov 3 · next run Nov 9
Visibility score trend
Weekly runs over the last 60 days, with up to 7 competitors. Click a name to hide or show its line.
Changes appear after the second weekly run in Payroll. Gusto leads the category at 49.2%.
AI mentions & citations
Recent answers that name Gusto
What is a payroll platform and when does a company need one?
What are the best payroll tools in 2026?
The best payroll tools in 2026 are Gusto, ADP, Rippling, QuickBooks Payroll, Paychex, and OnPay.
Best payroll platform for startups
My recommendation: Gusto is the best overall payroll platform for most early-stage US startups.
Compare the leading payroll platforms
include Gusto, ADP RUN, Paychex, Rippling, QuickBooks Payroll, and Deel.
How much does a payroll platform cost per month?
What is the typical pricing model for payroll software?
Where can I sign up for a payroll platform?
Sign up for Gusto
Best payroll platform for startups
Gusto (Best overall for most early-stage startups)
Products & features
What Gusto sells
Gusto Payroll
Payroll and tax filing for U.S. small and midsize businesses.
Gusto Benefits
Benefits administration, including health, 401(k) and voluntary life and disability coverage.
Gusto HR
HR support for U.S. small and midsize businesses, including outsourced HR support added in 2026.
Gusto Embedded
Payroll API that lets other software platforms offer Gusto payroll.
Strengths engines cite
- Intuitive, clean user interface
- Transparent, straightforward pricing
- Automated tax filing
- Robust built-in benefits administration
- Free setup and onboarding until running payroll
Target market & buyers
U.S. small and midsize businesses, and software platforms that embed payroll through Gusto Embedded
Funding & recent developments
Funding
| Round | Year | Amount |
|---|---|---|
| Series A | 2014 | $20M |
| Series B | 2015 | $60M |
| Series B2 | 2015 | $50M |
| Series C | 2018 | $140M |
| Series D | 2019 | $200M |
| Series E | 2021 | — |
| Series E extension | 2022 | $55M |
| Seed | — | $6M |
| Latest known round | Total raised |
|---|---|
| Seed | — |
Recent developments
- Oct 2026ProductFall 2026 showcase adds AI payroll tools and more
Gusto's Fall 2026 showcase added AI payroll tools, business formation, contractor payments and outsourced HR support.
- Sep 2026ProductChatGPT plugin and Ramp integration
Gusto released a plugin for ChatGPT and a Gusto and Ramp integration.
- Aug 2026PartnershipXero launches Xero Payroll powered by Gusto
Xero launched Xero Payroll, powered by Gusto, for U.S. small businesses.
- Apr 2026CompanyGusto acquires Mosey
Gusto acquired Mosey, a state and local registration and filing automation company.
- Jun 2025FundingEmployee tender offer at $9.3 billion valuation
An employee tender offer of more than $200 million was set at a $9.3 billion valuation. It was a secondary offer, not a primary round.
Competitive landscape
How Gusto compares with its top three alternatives
Gusto most often appears alongside ADP Workforce Now, Rippling, QuickBooks Payroll in AI answers.
| Brand | Visibility | Share of voice | vs last week | Starting price |
|---|---|---|---|---|
| Gusto | 49.2% | 11.4% | New | Pricing not available |
| ADP Workforce Now | 34% | 8.7% | New | Pricing not available |
| Rippling | 28.7% | 7.8% | New | Pricing not available |
| QuickBooks Payroll | 26.8% | 8.2% | New | Pricing not available |
| Patriot Software | 19.3% | 6.3% | New | $17 / mo |
What AI answers say
Sentiment and themes from the answers that mention this brand
Positive 62% · Neutral 29% · Mixed 9% of 53 engine answers that mention Gusto
Praised for
- Intuitive, clean user interface
- Transparent, straightforward pricing
- Automated tax filing
- Robust built-in benefits administration
- Free setup and onboarding until running payroll
Criticised for
- Generally more expensive than alternatives
Cite as: SlateIndex, “Gusto AI visibility profile”, https://slateindex.ai/brand/gusto, data of Nov 3, 2026. Licence: CC BY 4.0.