ADP Workforce Now vs Gusto:Which is more popular?
In September 2026, ADP Workforce Now had more branded searches than Gusto among benefits administration platforms worldwide. ADP Workforce Now had about 550,000 branded searches, while Gusto had 43,900. ADP Workforce Now made up 34% of all benefits administration platform searches we track, and Gusto accounted for 2.7%. When we asked ChatGPT and Google AI Overviews about benefits administration platforms, Gusto appeared in three of the five answers and ADP Workforce Now in two. ADP Workforce Now was mentioned before Gusto in two out of three answers that named either.
Who do people search for more?
ADP Workforce Now, about 13 searches for every 1 for Gusto
Who does AI mention more?
Gusto, mentioned in 3 of 5 answers, ADP Workforce Now in 2
Who does AI recommend more?
ADP Workforce Now, named ahead of Gusto in 2 of 3 answers
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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. ADP Workforce Now was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. ADP Workforce Now was listed before Gusto in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about benefits administration platforms
5 answers
Asked ChatGPT
“Which benefits administration platform should I use?”
Asked ChatGPT
“What are the best benefits administration platforms?”
Asked ChatGPT
“What's the best benefits administration platform for employee benefits?”
Searched Google, AI Overview
“benefits administration platforms”
Searched Google, AI Overview
“employee benefits software”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is ADP Workforce Now or Gusto more popular in search?
This chart shows how often people search Google for ADP Workforce Now and Gusto by name. Each line represents a brand's share of searches for all 11 benefits administration platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for ADP Workforce Now, Gusto. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rippling | ADP Workforce Now | WEX | Employee Navigator | Justworks | Gusto | bswift | PlanSource | Businessolver | Benefitfocus | Sequoia |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29.9% | 35.6% | 15.6% | 7.1% | 4% | 3.8% | 1.8% | 0.96% | 0.64% | 0.43% | 0.19% |
| Nov 2025 | 24.6% | 35.7% | 16.3% | 10.7% | 4% | 3.7% | 2.1% | 1.8% | 0.43% | 0.43% | 0.23% |
| Dec 2025 | 28.1% | 33.5% | 18.6% | 10% | 3.8% | 3.2% | 1.4% | 0.74% | 0.33% | 0.22% | 0.15% |
| Jan 2026 | 26.2% | 38% | 18% | 6.2% | 4.3% | 4.3% | 1.3% | 0.83% | 0.46% | 0.25% | 0.2% |
| Feb 2026 | 29.4% | 34.8% | 18.7% | 5.7% | 3.9% | 4.7% | 1.1% | 0.77% | 0.42% | 0.28% | 0.15% |
| Mar 2026 | 28.6% | 33.7% | 18.1% | 6.7% | 4.7% | 5.4% | 1.1% | 0.74% | 0.5% | 0.27% | 0.18% |
| Apr 2026 | 29.3% | 34.6% | 18% | 5.7% | 4.8% | 5.1% | 1.1% | 0.62% | 0.41% | 0.23% | 0.18% |
| May 2026 | 26.2% | 37.7% | 16% | 7.5% | 4.3% | 5.4% | 1.2% | 0.68% | 0.45% | 0.3% | 0.16% |
| Jun 2026 | 30% | 35.6% | 15.6% | 7.1% | 4.1% | 4.9% | 1.2% | 0.64% | 0.43% | 0.28% | 0.12% |
| Jul 2026 | 30.6% | 36.3% | 15.9% | 6% | 4.1% | 4.3% | 1.2% | 0.65% | 0.44% | 0.24% | 0.13% |
| Aug 2026 | 30.5% | 36.3% | 15.4% | 7.3% | 4.1% | 3.8% | 1.2% | 0.65% | 0.44% | 0.24% | 0.13% |
| Sep 2026 | 34.9% | 34% | 14.5% | 6.8% | 4.7% | 2.7% | 1.1% | 0.61% | 0.41% | 0.22% | 0.12% |
How has the ADP Workforce Now and Gusto comparison changed over the last 12 months?
3 findings
- ADP Workforce Now was ahead of Gusto in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ADP Workforce Now’s share of searches among benefits administration platforms worldwide moved from 35.6% to 34%, and its estimated monthly branded searches held steady at 550K.
- Across the 12 months ending September 2026, Gusto’s share of searches among benefits administration platforms worldwide moved from 3.8% to 2.7%, and its estimated monthly branded searches moved from 58.6K to 43.9K.
How did search popularity change for benefits administration platforms worldwide in September 2026?
3 changes
In September 2026, Rippling overtook ADP Workforce Now to become the leader among benefits administration platforms worldwide, with 34.9% of the searches.
In September 2026, ADP Workforce Now lost share of searches among benefits administration platforms worldwide, from 36.3% to 34%.
In September 2026, Gusto lost share of searches among benefits administration platforms worldwide, from 3.8% to 2.7%.
How are branded searches counted?
27 search terms
Brandwave collects information about searches that people make online using ADP Workforce Now’s and Gusto’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
ADP Workforce Now
1 branded search term
- adp workforce now
Gusto
26 branded search terms
- gusto accounting software
- gusto app
- gusto benefits
- gusto company
- gusto contractor
- gusto embedded payroll
- gusto for payroll
- 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
Other head-to-heads among benefits administration platforms
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