Brandwave

How popular isGusto in search?

In September 2026, there were an estimated 57.3K branded searches for Gusto worldwide which is down 6% over the last 12 months. Gusto holds 2.3% estimated Share of Search among HR and payroll software for small and midsize businesses worldwide and is ranked 8th of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Paychex41.5%
  2. Rippling22.5%
  3. BambooHR11.2%
  4. RUN Powered by ADP7.2%
  5. Personio6.7%
  6. HiBob5.6%
  7. Justworks3%
  8. Gusto2.3%
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Where does Gusto compete?

Gusto is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
HR and payroll software for small and midsize businesses8th of 82.3%Shown below
Payroll services5th of 62.6%Show ranking
Payroll software5th of 52.6%Show ranking
HR software brands5th of 67.9%Show ranking

Which HR and payroll software for small and midsize businesses compete with Gusto?

Gusto against HR and payroll software for small and midsize businesses worldwide, by month

Share of Search by month for Paychex, Rippling, BambooHR, RUN Powered by ADP, Personio, HiBob, Justworks, Gusto. The figures are in the table below the chart.

View monthly share of search table
MonthPaychexRipplingBambooHRRUN Powered by ADPPersonioHiBobJustworksGusto
Oct 202542.9%19.7%11.9%8.1%7.2%5%2.7%2.6%
Nov 202540.5%18.7%12%8.8%8.3%5.7%3.1%2.9%
Dec 202543.7%20.1%10.6%9.5%6%5%2.7%2.4%
Jan 202646.6%17.7%10.6%8.4%6.4%4.4%2.9%3%
Feb 202644.7%20.7%9%8%6.2%5.2%2.8%3.4%
Mar 202638.2%19.3%13.6%9.1%7%5.9%3.2%3.7%
Apr 202640.5%20.5%12.4%8.4%6.1%5.1%3.4%3.6%
May 202640.5%18.9%12.1%8.8%6.8%5.8%3.1%4.1%
Jun 202639.9%20.1%12.2%8.2%7.3%6.1%2.7%3.5%
Jul 202641.8%21.1%10.7%8.9%6.3%5.3%2.9%3.1%
Aug 202642.1%21.1%11.2%8.2%6.3%5.3%2.9%2.8%
Sep 202641.5%22.5%11.2%7.2%6.7%5.6%3%2.3%

  1. 1.Paychex

    41.5%

    Held 1st. 1M estimated branded searches, +13.4% vs prior month. Share -0.6 points.

  2. 2.Rippling

    22.5%

    Held 2nd. 566K estimated branded searches, +22.3% vs prior month. Share +1.4 points.

  3. 3.BambooHR

    11.2%

    Held 3rd. 280K estimated branded searches, +14% vs prior month. Share -0.1 points.

  4. 4.RUN Powered by ADP

    7.2%

    Held 4th. 180K estimated branded searches, +0.09% vs prior month. Share -1.1 points.

  5. 5.Personio

    6.7%

    Held 5th. 168K estimated branded searches, +22% vs prior month. Share +0.4 points.

  6. 6.HiBob

    5.6%

    Held 6th. 142K estimated branded searches, +21.8% vs prior month. Share +0.3 points.

  7. 7.Justworks

    3%

    Held 7th. 76.7K estimated branded searches, +21.2% vs prior month. Share +0.2 points.

  8. 8.Gusto

    2.3%

    Held 8th. 57.3K estimated branded searches, -7.1% vs prior month. Share -0.5 points.

Compare search popularity between Gusto and its closest rivals

Every comparison with Gusto

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Gusto worldwide fell from 61K to 57.3K.
  • Across the 12 months ending September 2026, Gusto’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 4.1% in May 2026 and was lowest at 2.3% in September 2026.

How did search popularity change for HR and payroll software for small and midsize businesses worldwide in September 2026?

  1. In September 2026, Rippling gained estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 21.1% to 22.5%.

  2. In September 2026, RUN Powered by ADP lost estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 8.2% to 7.2%.

  3. In September 2026, Paychex lost estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 42.1% to 41.5%.

  4. In September 2026, Gusto lost estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 2.8% to 2.3%.

  5. Estimated monthly branded searches for Justworks worldwide rose 21.7% over 12 measured months, from 63K to 76.7K in September 2026.

  6. Estimated monthly branded searches for HiBob worldwide rose 21.1% over 12 measured months, from 117K to 142K in September 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.

28 branded search terms

  • 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 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

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