Brandwave

How popular isGusto?

In September 2026, people searched for Gusto by name about 57,400 times worldwide, a 6% decrease from the previous year. These searches made up 2.7% of all global benefits administration platform searches, placing Gusto sixth out of 11 platforms. When we asked both ChatGPT and Google AI Overviews about benefits administration platforms, Gusto appeared in three of the five answers and was the seventh most recommended of the 11.

Search and AI answers in September 2026

Gusto is the sixth most searched of 11 competitors and the seventh most recommended in AI answers.

  1. RipplingShare of searches 34.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. ADP Workforce NowShare of searches 34%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. WEXShare of searches 14.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Employee NavigatorShare of searches 6.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. GustoShare of searches 2.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th

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Top benefits administration platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gusto was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Gusto is the seventh most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Rippling1st
  2. Employee Navigator2nd
  3. ADP Workforce Now3rd
  4. bswift4th
  5. Benefitfocus5th
  6. PlanSource6th
  7. Gusto7th
  8. Businessolver8th
  9. WEX–
  10. Justworks–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rippling4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Employee Navigator4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gusto3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • bswift3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PlanSource3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ADP Workforce Now2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Businessolver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Benefitfocus2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • WEX0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Justworks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about benefits administration platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which benefits administration platforms compete with Gusto?

Gusto against benefits administration platforms worldwide, by month

Share of searches by month for Rippling, ADP Workforce Now, WEX, Employee Navigator, Justworks, Gusto. The figures are in the table below the chart.

View monthly share of searches table
MonthRipplingADP Workforce NowWEXEmployee NavigatorJustworksGustobswiftPlanSourceBusinessolverBenefitfocusSequoia
Oct 202529.9%35.6%15.6%7.1%4%3.8%1.8%0.96%0.64%0.43%0.19%
Nov 202524.6%35.7%16.3%10.7%4%3.7%2.1%1.8%0.43%0.43%0.23%
Dec 202528.1%33.5%18.6%10%3.8%3.2%1.4%0.74%0.33%0.22%0.15%
Jan 202626.2%38%18%6.2%4.3%4.3%1.3%0.83%0.46%0.25%0.2%
Feb 202629.4%34.8%18.7%5.7%3.9%4.7%1.1%0.77%0.42%0.28%0.15%
Mar 202628.6%33.7%18.1%6.7%4.7%5.4%1.1%0.74%0.5%0.27%0.18%
Apr 202629.3%34.6%18%5.7%4.8%5.1%1.1%0.62%0.41%0.23%0.18%
May 202626.2%37.7%16%7.5%4.3%5.4%1.2%0.68%0.45%0.3%0.16%
Jun 202630%35.6%15.6%7.1%4.1%4.9%1.2%0.64%0.43%0.28%0.12%
Jul 202630.6%36.3%15.9%6%4.1%4.3%1.2%0.65%0.44%0.24%0.13%
Aug 202630.5%36.3%15.4%7.3%4.1%3.8%1.2%0.65%0.44%0.24%0.13%
Sep 202634.9%34%14.5%6.8%4.7%2.7%1.1%0.61%0.41%0.22%0.12%

  1. 1.Rippling

    34.9%

    Moved from 2nd to 1st. 566K estimated branded searches, +22.3% vs prior month. Share +4.4 points.

  2. 2.ADP Workforce Now

    34%

    Moved from 1st to 2nd. 550K estimated branded searches, 0% vs prior month. Share -2.3 points.

  3. 3.WEX

    14.5%

    Held 3rd. 234K estimated branded searches, 0% vs prior month. Share -1 points.

  4. 4.Employee Navigator

    6.8%

    Held 4th. 110K estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.Justworks

    4.7%

    Held 5th. 76.3K estimated branded searches, +21.6% vs prior month. Share +0.6 points.

  6. 6.Gusto

    2.7%

    Held 6th. 43.9K estimated branded searches, -24% vs prior month. Share -1.1 points.

  7. 7.bswift

    1.1%

    Held 7th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.PlanSource

    0.61%

    Held 8th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Businessolver

    0.41%

    Held 9th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Benefitfocus

    0.22%

    Held 10th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Sequoia

    0.12%

    Held 11th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Gusto and its closest rivals

Every comparison with Gusto

31 comparisons

How has branded search demand for Gusto changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gusto worldwide fell from 61.1K to 57.4K.
  • Across the 12 months ending September 2026, Gusto’s share of searches among benefits administration platforms worldwide decreased from 3.8% to 2.7%.
  • Across the 12 months ending September 2026, Gusto’s share of searches among benefits administration platforms worldwide peaked at 5.4% in May 2026 and was lowest at 2.7% in September 2026.

How did search popularity change for benefits administration platforms worldwide in September 2026?

6 changes

  1. In September 2026, Rippling overtook ADP Workforce Now to become the leader among benefits administration platforms worldwide, with 34.9% of the searches.

  2. In September 2026, Justworks gained share of searches among benefits administration platforms worldwide, from 4.1% to 4.7%.

  3. In September 2026, ADP Workforce Now lost share of searches among benefits administration platforms worldwide, from 36.3% to 34%.

  4. In September 2026, Gusto lost share of searches among benefits administration platforms worldwide, from 3.8% to 2.7%.

  5. In September 2026, WEX lost share of searches among benefits administration platforms worldwide, from 15.4% to 14.5%.

  6. Estimated monthly branded searches for Benefitfocus worldwide fell 45.5% over 12 measured months, from 6.6K to 3.6K in September 2026.

How are Gusto’s branded searches counted?

29 search terms

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.

  • gusto accounting software
  • gusto app
  • gusto benefits
  • gusto company
  • gusto contractor
  • gusto embedded payroll
  • gusto for payroll
  • gusto hr
  • gusto hr software
  • gusto international contractors
  • gusto onboarding
  • gusto pay
  • gusto paycheck
  • gusto payment
  • gusto payroll
  • gusto payroll app
  • gusto payroll company
  • gusto payroll processing
  • gusto payroll provider
  • gusto payroll services
  • gusto payroll software
  • gusto payroll solutions
  • gusto payroll system
  • gusto platform
  • gusto software
  • gusto time clock
  • gusto time tracking
  • gusto timetracking
  • gusto zen payroll

Do you work for Gusto? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Gusto compete?

Gusto is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
HR information systems8th of 80.2%Show ranking
HR software brands8th of 93.4%Show ranking
Benefits administration platforms6th of 112.7%Shown above
Flexible employee benefits platforms3rd of 83.3%Show ranking
Employee onboarding platforms11th of 130.02%Show ranking
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