How popular isGusto in search?
In August 2026, there were an estimated 76.3K branded searches for Gusto worldwide which held steady over the last 11 months. Gusto holds 3.4% estimated Share of Search among HR and payroll software for small and midsize businesses worldwide and is ranked 7th of 8 competitors for search popularity. Worldwide · English terms: these are worldwide searches for English-language branded terms.
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Which HR and payroll software for small and midsize businesses compete with Gusto?
Share of Search by month for Paychex, Rippling, BambooHR, RUN Powered by ADP, Personio, HiBob, Gusto, Justworks. The figures are in the table below the chart.
View monthly share of search table
| Month | Paychex | Rippling | BambooHR | RUN Powered by ADP | Personio | HiBob | Gusto | Justworks |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40% | 23.8% | 11.2% | 7.9% | 6.7% | 4.7% | 3.1% | 2.5% |
| Nov 2025 | 37.9% | 22.6% | 11.3% | 8.6% | 7.8% | 5.4% | 3.4% | 2.9% |
| Dec 2025 | 41.4% | 22.8% | 10.1% | 9.4% | 5.7% | 4.8% | 3.1% | 2.6% |
| Jan 2026 | 44.4% | 20.2% | 10.2% | 8.3% | 6.1% | 4.3% | 3.7% | 2.8% |
| Feb 2026 | 42.4% | 23.5% | 8.6% | 8% | 5.9% | 5% | 4% | 2.7% |
| Mar 2026 | 36.6% | 21.5% | 13% | 9.1% | 6.7% | 5.7% | 4.4% | 3.1% |
| Apr 2026 | 39.1% | 21.9% | 12% | 8.5% | 5.9% | 5% | 4.3% | 3.3% |
| May 2026 | 39.1% | 20.2% | 11.7% | 8.9% | 6.6% | 5.6% | 4.8% | 3% |
| Jun 2026 | 38.8% | 21% | 11.9% | 8.4% | 7.1% | 6% | 4.1% | 2.7% |
| Jul 2026 | 40.8% | 21.8% | 10.5% | 9.1% | 6.1% | 5.2% | 3.7% | 2.8% |
| Aug 2026 | 40.9% | 22.1% | 11.1% | 8.4% | 6.1% | 5.2% | 3.4% | 2.8% |
| Sep 2026 | — | — | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.9% | 922K | -0.03% | +0.1 points | |
| 2, held 2nd | 22.1% | 497K | +0.83% | +0.3 points | |
| 3, held 3rd | 11.1% | 249K | +5% | +0.6 points | |
| 4, held 4th | 8.4% | 189K | -8.1% | -0.7 points | |
| 5, held 5th | 6.1% | 138K | -0.32% | 0 points | |
| 6, held 6th | 5.2% | 117K | -0.2% | 0 points | |
| 7, held 7th | 3.4% | 76.3K | -8.9% | -0.3 points | |
| 8, held 8th | 2.8% | 64.1K | +0.27% | 0 points |
1.
Paychex40.9%
held 1st · 922K estimated branded searches · -0.03% vs prior month · +0.1 points
2.
Rippling22.1%
held 2nd · 497K estimated branded searches · +0.83% vs prior month · +0.3 points
3.
BambooHR
11.1%
held 3rd · 249K estimated branded searches · +5% vs prior month · +0.6 points
8.4%
held 4th · 189K estimated branded searches · -8.1% vs prior month · -0.7 points
5.
Personio6.1%
held 5th · 138K estimated branded searches · -0.32% vs prior month · 0 points
6.
HiBob
5.2%
held 6th · 117K estimated branded searches · -0.2% vs prior month · 0 points
7.
Gusto3.4%
held 7th · 76.3K estimated branded searches · -8.9% vs prior month · -0.3 points
2.8%
held 8th · 64.1K estimated branded searches · +0.27% vs prior month · 0 points
Compare search popularity between Gusto and its closest rivals
How has branded search demand for Gusto changed worldwide over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Gusto worldwide held steady, from 78.8K to 76.3K.
- Across the 11 months ending August 2026, Gusto’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 4.8% in May 2026 and was lowest at 3.1% in December 2025.
How did search popularity change for HR and payroll software for small and midsize businesses worldwide in August 2026?
5 changes
In August 2026, BambooHR gained estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 10.5% to 11.1%.
In August 2026, RUN Powered by ADP lost estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 9.1% to 8.4%.
Rippling’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide has gained ground for 3 months in a row, from 20.2% to 22.1% in August 2026.
Gusto’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide has lost ground for 3 months in a row, from 4.8% to 3.4% in August 2026.
Estimated monthly branded searches for Personio worldwide fell 18.3% over 11 measured months, from 169K to 138K in August 2026.
How is Gusto measured?
Brandwave collects information about searches that people make online using Gusto’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
40 branded search terms
- gusto accounting software
- gusto app
- gusto benefits
- gusto com
- gusto company
- gusto contractor
- gusto cost
- gusto embedded payroll
- gusto for payroll
- gusto for small business
- gusto hr
- gusto hr software
- gusto international contractors
- gusto online payroll
- gusto pay
- gusto paycheck
- gusto payment
- gusto payroll
- gusto payroll app
- gusto payroll company
- gusto payroll cost
- gusto payroll for small business
- gusto payroll pricing
- gusto payroll processing
- gusto payroll provider
- gusto payroll services
- gusto payroll software
- gusto payroll software for small business
- gusto payroll solutions
- gusto payroll system
- gusto platform
- gusto pricing
- gusto pricing payroll
- gusto small business payroll
- gusto software
- gusto time clock
- gusto time tracking
- gusto timetracking
- gusto zen payroll
- gusto.com
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Is Gusto your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.