Brandwave

ADP vs Gusto:Which is more popular?

In September 2026, ADP had more branded searches than Gusto among HR software brands worldwide. ADP had about 92,400 branded searches, while Gusto had 56,700. ADP made up 5.5% of all HR software brand searches we track, and Gusto accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about HR software brands, Gusto appeared in all five answers and ADP in three. Gusto was mentioned before ADP in every answer.

Among HR software brands worldwide in September 2026

Who do people search for more?

ADP, about 63% more searches than Gusto

ADP 92.4K searchesGusto 56.7K searches

Who does AI mention more?

Gusto, mentioned in every answer we collected

Gusto in 5 of 5ADP in 3 of 5

Who does AI recommend more?

Gusto, named ahead of ADP in every answer

Gusto first in 5ADP never first

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Top HR software brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gusto appeared in all five answers. ADP was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Gusto was listed before ADP in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. BambooHR1st
  2. Gusto2nd
  3. Rippling3rd
  4. Zoho People4th
  5. ADP5th
  6. HiBob6th
  7. Personio–
  8. Namely–
  9. Zenefits–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Gusto5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rippling4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BambooHR4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ADP3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zoho People2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HiBob2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Personio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Namely0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zenefits0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about HR software brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is ADP or Gusto more popular in search?

This chart shows how often people search Google for ADP and Gusto by name. Each line represents a brand's share of searches for all nine HR software brands we track, month by month, from English-language searches worldwide.

ADP and Gusto among HR software brands worldwide, by month

Share of searches by month for ADP, Gusto. The figures are in the table below the chart.

View monthly share of searches table
MonthRipplingZoho PeopleBambooHRPersonioHiBobADPNamelyGustoZenefits
Oct 202532.2%17.1%19.4%11.7%8.1%3.6%2.8%4.2%0.84%
Nov 202529.3%19%18.8%13%9%3.3%2.6%4.4%0.77%
Dec 202532.8%21.4%17.2%9.8%8.2%3.7%2.4%3.8%0.7%
Jan 202630.5%19.7%18.4%11.1%7.7%4.2%2.7%5.1%0.65%
Feb 202633.8%21.9%14.6%10.1%8.5%3.1%2%5.5%0.59%
Mar 202629.4%19%20.7%10.7%9%3.4%1.7%5.6%0.51%
Apr 202631.6%20.4%19.1%9.4%7.9%3.6%1.8%5.6%0.55%
May 202628.6%22.5%18.4%10.3%8.7%3.3%1.7%6.1%0.4%
Jun 202630.4%19.7%18.5%11%9.3%3.4%2.2%5.2%0.36%
Jul 202633.1%21.5%16.8%9.9%8.3%3.7%1.6%4.9%0.39%
Aug 202632.4%21.1%17.3%9.7%8.2%4.4%2.3%4.3%0.38%
Sep 202633.6%17.9%16.6%10%8.4%5.5%4.4%3.4%0.26%

How has the ADP and Gusto comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: ADP took it in August 2026.
  • Across the 12 months ending September 2026, ADP’s share of searches among HR software brands worldwide moved from 3.6% to 5.5%, and its estimated monthly branded searches moved from 51.9K to 92.4K.
  • Across the 12 months ending September 2026, Gusto’s share of searches among HR software brands worldwide moved from 4.2% to 3.4%, and its estimated monthly branded searches moved from 60.2K to 56.7K.

How did search popularity change for HR software brands worldwide in September 2026?

3 changes

  1. In September 2026, Namely overtook Gusto to rank 7th among HR software brands worldwide, with 4.4% of the searches.

  2. In September 2026, ADP gained share of searches among HR software brands worldwide, from 4.4% to 5.5%.

  3. In September 2026, Gusto lost share of searches among HR software brands worldwide, from 4.3% to 3.4%.

How are branded searches counted?

29 search terms

Brandwave collects information about searches that people make online using ADP’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

2 branded search terms

  • adp hr
  • adp payroll

Gusto

27 branded search terms

  • gusto accounting software
  • gusto app
  • 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

How the Brand Demand Index is measured

Other head-to-heads among HR software brands

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