Brandwave

How popular isGusto in search?

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 0.2% of all global HR information system searches, placing Gusto eighth out of eight systems. These are worldwide searches for English-language branded terms.

Share of searches, September 2026
  1. Workday55.7%
  2. Rippling14%
  3. ADP Workforce Now13.6%
  4. BambooHR6.9%
  5. Personio4.2%
  6. HiBob3.5%
  7. Namely1.8%
  8. Gusto0.2%
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Which HR information systems compete with Gusto?

Gusto against HR information systems worldwide, by month

Share of searches by month for Workday, Rippling, ADP Workforce Now, BambooHR, Personio, HiBob, Gusto. The figures are in the table below the chart.

View monthly share of searches table
MonthWorkdayRipplingADP Workforce NowBambooHRPersonioHiBobNamelyGusto
Oct 202558%11.9%14.2%7.2%4.4%3%1%0.21%
Nov 202555.1%11.4%16.5%7.3%5%3.5%1%0.24%
Dec 202554.2%13.7%16.3%7.2%4.1%3.4%0.98%0.2%
Jan 202656.1%11.6%16.8%7%4.2%2.9%1%0.41%
Feb 202659.7%12.4%14.6%5.4%3.7%3.1%0.72%0.43%
Mar 202656.9%11.8%13.9%8.3%4.3%3.6%0.69%0.5%
Apr 202658.5%12.1%14.3%7.3%3.6%3%0.71%0.43%
May 202655.6%11.6%16.6%7.4%4.2%3.5%0.67%0.34%
Jun 202657.7%11.9%14.1%7.2%4.3%3.6%0.85%0.29%
Jul 202659.4%12.3%14.5%6.2%3.7%3.1%0.59%0.24%
Aug 202659.1%12.2%14.5%6.5%3.6%3.1%0.87%0.24%
Sep 202655.7%14%13.6%6.9%4.2%3.5%1.8%0.2%

  1. 1.Workday

    55.7%

    Held 1st. 2.2M estimated branded searches, 0% vs prior month. Share -3.4 points.

  2. 2.Rippling

    14%

    Moved from 3rd to 2nd. 566K estimated branded searches, +22.3% vs prior month. Share +1.9 points.

  3. 3.ADP Workforce Now

    13.6%

    Moved from 2nd to 3rd. 550K estimated branded searches, 0% vs prior month. Share -0.8 points.

  4. 4.BambooHR

    6.9%

    Held 4th. 280K estimated branded searches, +14% vs prior month. Share +0.5 points.

  5. 5.Personio

    4.2%

    Held 5th. 168K estimated branded searches, +22% vs prior month. Share +0.5 points.

  6. 6.HiBob

    3.5%

    Held 6th. 142K estimated branded searches, +21.8% vs prior month. Share +0.5 points.

  7. 7.Namely

    1.8%

    Held 7th. 74.1K estimated branded searches, +123.3% vs prior month. Share +1 points.

  8. 8.Gusto

    0.2%

    Held 8th. 7.9K estimated branded searches, -13.2% vs prior month. Share 0 points.

Compare search 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?

2 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 HR information systems worldwide held steady, from 0.21% to 0.2%.

How did search popularity change for HR information systems worldwide in September 2026?

6 changes

  1. In September 2026, Rippling overtook ADP Workforce Now to rank 2nd among HR information systems worldwide, with 14% of the searches.

  2. In September 2026, Namely gained share of searches among HR information systems worldwide, from 0.87% to 1.8%.

  3. In September 2026, Personio gained share of searches among HR information systems worldwide, from 3.6% to 4.2%.

  4. In September 2026, Workday lost share of searches among HR information systems worldwide, from 59.1% to 55.7%.

  5. In September 2026, ADP Workforce Now lost share of searches among HR information systems worldwide, from 14.5% to 13.6%.

  6. Estimated monthly branded searches for HiBob worldwide rose 21.1% over 12 measured months, from 117K to 142K 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%Shown above
HR software brands8th of 93.4%Show ranking
Benefits administration platforms6th of 112.7%Show ranking
Flexible employee benefits platforms3rd of 83.3%Show ranking
Employee onboarding platforms11th of 130.02%Show ranking
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