--- title: "ADP Workforce Now vs Gusto: Which is searched more?" description: "Is ADP Workforce Now or Gusto more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Benefits administration platforms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/benefits-administration-platforms/compare/adp-workforce-now-vs-gusto" publisher: "Brandwave" --- # ADP Workforce Now vs Gusto: Which is searched more? Is ADP Workforce Now or Gusto more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Benefits administration platforms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: ADP Workforce Now and Gusto - **Competitive set**: Benefits administration platforms - **Market**: Global - **Month measured**: Sep 2026 - **ADP Workforce Now Share of Search**: 34% - **Gusto Share of Search**: 2.7% ## Is ADP Workforce Now or Gusto more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Rippling | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Employee Navigator | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | ADP Workforce Now | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | bswift | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Benefitfocus | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | PlanSource | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Gusto | 7th | 3 of 3 | 0 of 2 | 3 of 5 | | Businessolver | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | WEX | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Justworks | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sequoia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about benefits administration platforms - Asked ChatGPT "Which benefits administration platform should I use?": 1. Rippling, 2. Employee Navigator, 3. Gusto, 4. PlanSource - Asked ChatGPT "What are the best benefits administration platforms?": 1. ADP Workforce Now, 2. bswift, 3. Employee Navigator, 4. Businessolver, 5. PlanSource, 6. Rippling, 7. Gusto - Asked ChatGPT "What's the best benefits administration platform for employee benefits?": 1. Rippling, 2. ADP Workforce Now, 3. Employee Navigator, 4. bswift, 5. Gusto - Searched Google, AI Overview "benefits administration platforms": 1. Rippling, 2. Benefitfocus, 3. PlanSource, 4. bswift, 5. Businessolver - Searched Google, AI Overview "employee benefits software": 1. Employee Navigator, 2. Benefitfocus Not named in any answer: WEX, Justworks and Sequoia. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for benefits administration platforms worldwide in September 2026? - 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%. ## Month by month | Month | ADP Workforce Now estimated searches | ADP Workforce Now Share of Search | ADP Workforce Now rank | Gusto estimated searches | Gusto Share of Search | Gusto rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 550K | 35.6% | 1 | 58.6K | 3.8% | 6 | | Nov 2025 | 550K | 35.7% | 1 | 56.3K | 3.7% | 6 | | Dec 2025 | 550K | 33.5% | 1 | 52.7K | 3.2% | 6 | | Jan 2026 | 673K | 38% | 1 | 75.8K | 4.3% | 6 | | Feb 2026 | 550K | 34.8% | 1 | 73.9K | 4.7% | 5 | | Mar 2026 | 550K | 33.7% | 1 | 87.3K | 5.4% | 5 | | Apr 2026 | 550K | 34.6% | 1 | 80.9K | 5.1% | 5 | | May 2026 | 550K | 37.7% | 1 | 79.3K | 5.4% | 5 | | Jun 2026 | 550K | 35.6% | 1 | 75.5K | 4.9% | 5 | | Jul 2026 | 550K | 36.3% | 1 | 65.8K | 4.3% | 5 | | Aug 2026 | 550K | 36.3% | 1 | 57.8K | 3.8% | 6 | | Sep 2026 | 550K | 34% | 2 | 43.9K | 2.7% | 6 | ## How each brand is measured 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**: Measured on the search term “adp workforce now”. - **Gusto**: Measured on the 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” and “gusto zen payroll”, summed into one figure. - [ADP Workforce Now profile](/demand/global-en/brands/adp-workforce-now) - [Gusto profile](/demand/global-en/brands/gusto) - [All benefits administration platforms worldwide](/demand/global-en/categories/benefits-administration-platforms): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is ADP Workforce Now or Gusto more popular in search? 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%. ## Cite this page Brandwave. "ADP Workforce Now vs Gusto: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/benefits-administration-platforms/compare/adp-workforce-now-vs-gusto This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/benefits-administration-platforms/compare/adp-workforce-now-vs-gusto. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.