---
title: "HR and payroll software for small and midsize businesses: Which brands are most popular in search?"
description: "Compare HR, payroll, and people-management software sold to small and midsize businesses, measured through worldwide English-language branded search demand. Share of Search among Paychex, Rippling, BambooHR, RUN Powered by ADP, Personio, HiBob, Gusto and Justworks, the HR and payroll software for small and midsize businesses Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/smb-hr-and-payroll-software"
publisher: "Brandwave"
---

# HR and payroll software for small and midsize businesses: Which brands are most popular in search?

Compare HR, payroll, and people-management software sold to small and midsize businesses, measured through worldwide English-language branded search demand. Share of Search among Paychex, Rippling, BambooHR, RUN Powered by ADP, Personio, HiBob, Gusto and Justworks, the HR and payroll software for small and midsize businesses Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: HR and payroll software for small and midsize businesses
- **Market**: Global
- **Brands compared**: 8
- **Month measured**: Aug 2026
- **Highest Share of Search**: Paychex, 40.9%

## Which brand is most popular in search among HR and payroll software for small and midsize businesses worldwide?

- In August 2026, Paychex was the most searched among HR and payroll software for small and midsize businesses worldwide, with an estimated 922K branded searches and 40.9% estimated Share of Search within this set.
- Rippling is in 2nd place, 18.9 percentage points behind at 22.1% Share of Search.
- Across the 11 months ending August 2026, Paychex’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide increased from 40% to 40.9%.
- Across the 11 months ending August 2026, Rippling’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide decreased from 23.8% to 22.1%.
- Across the 11 months ending August 2026, Personio’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide decreased from 6.7% to 6.1%.
- Across the 11 months ending August 2026, HiBob’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide increased from 4.7% to 5.2%.
- Across the 11 months ending August 2026, Paychex’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 44.4% in January 2026 and was lowest at 36.6% in March 2026.
- Across the 11 months ending August 2026, Rippling’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 23.8% in October 2025 and was lowest at 20.2% in January 2026.
- Across the 11 months ending August 2026, BambooHR’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 13% in March 2026 and was lowest at 8.6% in February 2026.
- Across the 11 months ending August 2026, RUN Powered by ADP’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 9.4% in December 2025 and was lowest at 7.9% in October 2025.
- Across the 11 months ending August 2026, Personio’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 7.8% in November 2025 and was lowest at 5.7% in December 2025.
- Across the 11 months ending August 2026, HiBob’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 6% in June 2026 and was lowest at 4.3% in January 2026.
- Across the 11 months ending August 2026, Gusto’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide peaked at 4.8% in May 2026 and was lowest at 3.1% in December 2025.
- Across the 11 months ending August 2026, BambooHR, RUN Powered by ADP, Gusto and Justworks held steady: their estimated Share of Search among HR and payroll software for small and midsize businesses worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Paychex vs Rippling: compare search popularity](/demand/global-en/compare/paychex-vs-rippling): 40.9% against 22.1% Share of Search.
- [Paychex vs BambooHR: compare search popularity](/demand/global-en/compare/bamboohr-vs-paychex): 40.9% against 11.1% Share of Search.
- [Paychex vs RUN Powered by ADP: compare search popularity](/demand/global-en/compare/adp-run-vs-paychex): 40.9% against 8.4% Share of Search.
- [Paychex vs Personio: compare search popularity](/demand/global-en/compare/paychex-vs-personio): 40.9% against 6.1% Share of Search.
- [Rippling vs BambooHR: compare search popularity](/demand/global-en/compare/bamboohr-vs-rippling): 22.1% against 11.1% Share of Search.
- [Rippling vs RUN Powered by ADP: compare search popularity](/demand/global-en/compare/adp-run-vs-rippling): 22.1% against 8.4% Share of Search.
- [Rippling vs Personio: compare search popularity](/demand/global-en/compare/personio-vs-rippling): 22.1% against 6.1% Share of Search.
- [BambooHR vs RUN Powered by ADP: compare search popularity](/demand/global-en/compare/adp-run-vs-bamboohr): 11.1% against 8.4% Share of Search.
- [BambooHR vs Personio: compare search popularity](/demand/global-en/compare/bamboohr-vs-personio): 11.1% against 6.1% Share of Search.
- [RUN Powered by ADP vs Personio: compare search popularity](/demand/global-en/compare/adp-run-vs-personio): 8.4% against 6.1% Share of Search.

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

- In August 2026, BambooHR gained estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 10.5% to 11.1%.
- In August 2026, RUN Powered by ADP lost estimated Share of Search among HR and payroll software for small and midsize businesses worldwide, from 9.1% to 8.4%.
- Rippling’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide has gained ground for 3 months in a row, from 20.2% to 22.1% in August 2026.
- Gusto’s estimated Share of Search among HR and payroll software for small and midsize businesses worldwide has lost ground for 3 months in a row, from 4.8% to 3.4% in August 2026.
- Estimated monthly branded searches for Personio worldwide fell 18.3% over 11 measured months, from 169K to 138K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Paychex | 40.9% | 922K | -0.0% | Paychex |
| 2 | Rippling | 22.1% | 497K | +0.8% | Rippling |
| 3 | BambooHR | 11.1% | 249K | +5.0% | BambooHR |
| 4 | RUN Powered by ADP | 8.4% | 189K | -8.1% | ADP |
| 5 | Personio | 6.1% | 138K | -0.3% | Personio |
| 6 | HiBob | 5.2% | 117K | -0.2% | HiBob |
| 7 | Gusto | 3.4% | 76.3K | -8.9% | Gusto |
| 8 | Justworks | 2.8% | 64.1K | +0.3% | Justworks |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Paychex | 1M | 40% | 1 |
| Oct 2025 | Rippling | 599K | 23.8% | 2 |
| Oct 2025 | BambooHR | 281K | 11.2% | 3 |
| Oct 2025 | RUN Powered by ADP | 200K | 7.9% | 4 |
| Oct 2025 | Personio | 169K | 6.7% | 5 |
| Oct 2025 | HiBob | 118K | 4.7% | 6 |
| Oct 2025 | Gusto | 78.8K | 3.1% | 7 |
| Oct 2025 | Justworks | 63.9K | 2.5% | 8 |
| Nov 2025 | Paychex | 823K | 37.9% | 1 |
| Nov 2025 | Rippling | 491K | 22.6% | 2 |
| Nov 2025 | BambooHR | 245K | 11.3% | 3 |
| Nov 2025 | RUN Powered by ADP | 187K | 8.6% | 4 |
| Nov 2025 | Personio | 169K | 7.8% | 5 |
| Nov 2025 | HiBob | 117K | 5.4% | 6 |
| Nov 2025 | Gusto | 74.8K | 3.4% | 7 |
| Nov 2025 | Justworks | 63.9K | 2.9% | 8 |
| Dec 2025 | Paychex | 1M | 41.4% | 1 |
| Dec 2025 | Rippling | 554K | 22.8% | 2 |
| Dec 2025 | BambooHR | 244K | 10.1% | 3 |
| Dec 2025 | RUN Powered by ADP | 228K | 9.4% | 4 |
| Dec 2025 | Personio | 138K | 5.7% | 5 |
| Dec 2025 | HiBob | 117K | 4.8% | 6 |
| Dec 2025 | Gusto | 75.7K | 3.1% | 7 |
| Dec 2025 | Justworks | 63.5K | 2.6% | 8 |
| Jan 2026 | Paychex | 1.2M | 44.4% | 1 |
| Jan 2026 | Rippling | 558K | 20.2% | 2 |
| Jan 2026 | BambooHR | 282K | 10.2% | 3 |
| Jan 2026 | RUN Powered by ADP | 231K | 8.3% | 4 |
| Jan 2026 | Personio | 169K | 6.1% | 5 |
| Jan 2026 | HiBob | 118K | 4.3% | 6 |
| Jan 2026 | Gusto | 102K | 3.7% | 7 |
| Jan 2026 | Justworks | 77.6K | 2.8% | 8 |
| Feb 2026 | Paychex | 1M | 42.4% | 1 |
| Feb 2026 | Rippling | 557K | 23.5% | 2 |
| Feb 2026 | BambooHR | 203K | 8.6% | 3 |
| Feb 2026 | RUN Powered by ADP | 190K | 8% | 4 |
| Feb 2026 | Personio | 139K | 5.9% | 5 |
| Feb 2026 | HiBob | 118K | 5% | 6 |
| Feb 2026 | Gusto | 95.3K | 4% | 7 |
| Feb 2026 | Justworks | 63.9K | 2.7% | 8 |
| Mar 2026 | Paychex | 924K | 36.6% | 1 |
| Mar 2026 | Rippling | 542K | 21.5% | 2 |
| Mar 2026 | BambooHR | 329K | 13% | 3 |
| Mar 2026 | RUN Powered by ADP | 229K | 9.1% | 4 |
| Mar 2026 | Personio | 169K | 6.7% | 5 |
| Mar 2026 | HiBob | 143K | 5.7% | 6 |
| Mar 2026 | Gusto | 112K | 4.4% | 7 |
| Mar 2026 | Justworks | 77.4K | 3.1% | 8 |
| Apr 2026 | Paychex | 923K | 39.1% | 1 |
| Apr 2026 | Rippling | 517K | 21.9% | 2 |
| Apr 2026 | BambooHR | 284K | 12% | 3 |
| Apr 2026 | RUN Powered by ADP | 201K | 8.5% | 4 |
| Apr 2026 | Personio | 139K | 5.9% | 5 |
| Apr 2026 | HiBob | 117K | 5% | 6 |
| Apr 2026 | Gusto | 103K | 4.3% | 7 |
| Apr 2026 | Justworks | 77.6K | 3.3% | 8 |
| May 2026 | Paychex | 822K | 39.1% | 1 |
| May 2026 | Rippling | 425K | 20.2% | 2 |
| May 2026 | BambooHR | 247K | 11.7% | 3 |
| May 2026 | RUN Powered by ADP | 188K | 8.9% | 4 |
| May 2026 | Personio | 139K | 6.6% | 5 |
| May 2026 | HiBob | 117K | 5.6% | 6 |
| May 2026 | Gusto | 102K | 4.8% | 7 |
| May 2026 | Justworks | 63.9K | 3% | 8 |
| Jun 2026 | Paychex | 922K | 38.8% | 1 |
| Jun 2026 | Rippling | 498K | 21% | 2 |
| Jun 2026 | BambooHR | 283K | 11.9% | 3 |
| Jun 2026 | RUN Powered by ADP | 199K | 8.4% | 4 |
| Jun 2026 | Personio | 168K | 7.1% | 5 |
| Jun 2026 | HiBob | 142K | 6% | 6 |
| Jun 2026 | Gusto | 97.7K | 4.1% | 7 |
| Jun 2026 | Justworks | 64.3K | 2.7% | 8 |
| Jul 2026 | Paychex | 922K | 40.8% | 1 |
| Jul 2026 | Rippling | 492K | 21.8% | 2 |
| Jul 2026 | BambooHR | 237K | 10.5% | 3 |
| Jul 2026 | RUN Powered by ADP | 206K | 9.1% | 4 |
| Jul 2026 | Personio | 138K | 6.1% | 5 |
| Jul 2026 | HiBob | 117K | 5.2% | 6 |
| Jul 2026 | Gusto | 83.7K | 3.7% | 7 |
| Jul 2026 | Justworks | 63.9K | 2.8% | 8 |
| Aug 2026 | Paychex | 922K | 40.9% | 1 |
| Aug 2026 | Rippling | 497K | 22.1% | 2 |
| Aug 2026 | BambooHR | 249K | 11.1% | 3 |
| Aug 2026 | RUN Powered by ADP | 189K | 8.4% | 4 |
| Aug 2026 | Personio | 138K | 6.1% | 5 |
| Aug 2026 | HiBob | 117K | 5.2% | 6 |
| Aug 2026 | Gusto | 76.3K | 3.4% | 7 |
| Aug 2026 | Justworks | 64.1K | 2.8% | 8 |
| Sep 2026 | BambooHR | — | — | — |
| Sep 2026 | Gusto | — | — | — |
| Sep 2026 | HiBob | — | — | — |
| Sep 2026 | Justworks | — | — | — |
| Sep 2026 | Paychex | — | — | — |
| Sep 2026 | Personio | — | — | — |
| Sep 2026 | Rippling | — | — | — |
| Sep 2026 | RUN Powered by ADP | — | — | — |

## What is being compared

- **BambooHR**: Measured on the search terms “bamboo hr”, “bamboo hr app”, “bamboo hr com”, “bamboo hr cost”, “bamboo hr payroll”, “bamboo hr pricing”, “bamboo hr software”, “bamboo hr system”, “BambooHR”, “bamboohr app”, “bamboohr applicant tracking”, “bamboohr applicant tracking system”, “bamboohr cost”, “bamboohr hris”, “bamboohr integrations”, “bamboohr payroll”, “bamboohr performance management”, “bamboohr pricing”, “bamboohrcom”, “hris bamboo” and “performance management bamboohr”, summed into one figure.
- **Gusto**: Measured on the search terms “gusto accounting software”, “gusto app”, “gusto benefits”, “gusto com”, “gusto company”, “gusto contractor”, “gusto cost”, “gusto embedded payroll”, “gusto for payroll”, “gusto for small business”, “gusto hr”, “gusto hr software”, “gusto international contractors”, “gusto online payroll”, “gusto pay”, “gusto paycheck”, “gusto payment”, “gusto payroll”, “gusto payroll app”, “gusto payroll company”, “gusto payroll cost”, “gusto payroll for small business”, “gusto payroll pricing”, “gusto payroll processing”, “gusto payroll provider”, “gusto payroll services”, “gusto payroll software”, “gusto payroll software for small business”, “gusto payroll solutions”, “gusto payroll system”, “gusto platform”, “gusto pricing”, “gusto pricing payroll”, “gusto small business payroll”, “gusto software”, “gusto time clock”, “gusto time tracking”, “gusto timetracking”, “gusto zen payroll” and “gusto.com”, summed into one figure.
- **HiBob**: Measured on the search terms “bob hr”, “HiBob”, “hibob app”, “hibob company”, “hibob cost”, “hibob demo”, “hibob hr”, “hibob hr software”, “hibob hr system”, “hibob hris”, “hibob integrations”, “hibob onboarding”, “hibob payroll”, “hibob performance management”, “hibob platform”, “hibob pricing”, “hibob software” and “hibob.com”, summed into one figure.
- **Justworks**: Measured on the search terms “Justworks”, “justworks 401k”, “justworks app”, “justworks benefits”, “justworks com”, “justworks company”, “justworks health plans”, “justworks hr”, “justworks payroll”, “justworks peo”, “justworks peo pricing”, “justworks pricing”, “justworks time tracking” and “peo justworks”, summed into one figure.
- **Paychex**: Measured on the search terms “Paychex”, “Paychex Flex”, “paychex hr”, “paychex payroll”, “paychex payroll services” and “paychex pricing”, summed into one figure.
- **Personio**: Measured on the search terms “Personio”, “personio app”, “personio com”, “personio de”, “personio hr”, “personio hr software”, “personio payroll”, “personio pricing”, “personio software” and “personio.com”, summed into one figure.
- **Rippling**: Measured on the search terms “Rippling”, “rippling app”, “rippling apps”, “rippling com”, “rippling eor”, “rippling hr”, “rippling hr pricing”, “rippling hr software”, “rippling it”, “rippling payroll”, “rippling peo”, “rippling pricing”, “rippling software” and “rippling.com”, summed into one figure.
- **RUN Powered by ADP**: Measured on the search terms “adp com run payroll”, “adp on the run”, “adp payroll run payroll”, “ADP RUN”, “adp run adp”, “adp run app”, “adp run online”, “adp run payroll”, “adp run payroll adp”, “adp run payroll app”, “adp run payroll com”, “adp run powered by adp”, “adp run pricing”, “adp runpayroll adp com”, “adprunpayroll adp com”, “run adp”, “run adp com”, “run adp employer”, “run adp payroll com”, “run payroll adp”, “run payroll adp com”, “run payroll adp run”, “run powered by adp” and “www run adp”, summed into one figure.

- [BambooHR](/demand/global-en/brands/bamboohr)
- [Gusto](/demand/global-en/brands/gusto)
- [HiBob](/demand/global-en/brands/hibob)
- [Justworks](/demand/global-en/brands/justworks)
- [Paychex](/demand/global-en/brands/paychex)
- [Personio](/demand/global-en/brands/personio)
- [Rippling](/demand/global-en/brands/rippling)
- [RUN Powered by ADP](/demand/global-en/brands/adp-run)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among HR and payroll software for small and midsize businesses worldwide?

In August 2026, Paychex was the most searched among HR and payroll software for small and midsize businesses worldwide, with an estimated 922K branded searches and 40.9% estimated Share of Search within this set. Worldwide · English terms: these are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "HR and payroll software for small and midsize businesses: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/smb-hr-and-payroll-software

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/smb-hr-and-payroll-software. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.