Ben vs Gusto:Which is more popular?
In September 2026, Gusto had more branded searches than Ben among flexible employee benefits platforms worldwide. Gusto had about 23,500 branded searches, while Ben had 3,840. Gusto made up 3.3% of all flexible employee benefits platform searches we track, and Ben accounted for 0.53%. When we asked ChatGPT and Google AI Overviews about flexible employee benefits platforms, Gusto appeared in three of the five answers and Ben in one. Gusto was mentioned before Ben in every answer that named either.
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Top flexible employee benefits 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 two of the three ChatGPT answers and in one of the two Google AI Overviews. Ben was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Gusto was listed before Ben in every answer 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.
Rippling5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Employee Navigator4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Gusto3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Benepass2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ben1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Forma1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Compt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Espresa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about flexible employee benefits platforms
5 answers
Asked ChatGPT
“Which employee benefits platform should I use?”
Asked ChatGPT
“What are the best flexible employee benefits platforms?”
Asked ChatGPT
“What's the best employee benefits platform for flexible benefits administration?”
Searched Google, AI Overview
“employee benefits platforms”
Searched Google, AI Overview
“benefits administration software”
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 Ben or Gusto more popular in search?
This chart shows how often people search Google for Ben and Gusto by name. Each line represents a brand's share of searches for all eight flexible employee benefits platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Gusto, Ben. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rippling | Employee Navigator | Gusto | Benepass | Ben | Espresa | Forma | Compt |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 74.6% | 17.7% | 4.6% | 1.6% | 0.71% | 0.59% | 0.17% | <0.01% |
| Nov 2025 | 63.8% | 27.8% | 4.8% | 2% | 0.74% | 0.62% | 0.25% | <0.01% |
| Dec 2025 | 67.7% | 24.2% | 4.2% | 2.7% | 0.62% | 0.45% | 0.3% | <0.01% |
| Jan 2026 | 72.4% | 17.1% | 5.4% | 3.5% | 0.71% | 0.58% | 0.27% | 0.01% |
| Feb 2026 | 76.2% | 14.8% | 4.7% | 3% | 0.69% | 0.41% | 0.22% | <0.01% |
| Mar 2026 | 72.9% | 17.2% | 5.4% | 2.8% | 1% | 0.47% | 0.2% | 0.01% |
| Apr 2026 | 75.4% | 14.6% | 5.6% | 2.9% | 0.83% | 0.4% | 0.24% | 0.01% |
| May 2026 | 69.5% | 19.9% | 6.2% | 2.7% | 0.9% | 0.54% | 0.2% | <0.01% |
| Jun 2026 | 73.5% | 17.5% | 5.5% | 2.4% | 0.65% | 0.39% | 0.17% | <0.01% |
| Jul 2026 | 76.7% | 15% | 4.6% | 2.5% | 0.62% | 0.41% | 0.16% | <0.01% |
| Aug 2026 | 74.3% | 17.7% | 4.5% | 2.4% | 0.59% | 0.4% | 0.16% | <0.01% |
| Sep 2026 | 78.4% | 15.2% | 3.3% | 2.1% | 0.53% | 0.42% | 0.14% | 0.01% |
How has the Ben and Gusto comparison changed over the last 12 months?
3 findings
- Gusto was ahead of Ben in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ben’s share of searches among flexible employee benefits platforms worldwide moved from 0.71% to 0.53%, and its estimated monthly branded searches moved from 4.4K to 3.8K.
- Across the 12 months ending September 2026, Gusto’s share of searches among flexible employee benefits platforms worldwide moved from 4.6% to 3.3%, and its estimated monthly branded searches moved from 28.7K to 23.5K.
How did search popularity change for flexible employee benefits platforms worldwide in September 2026?
2 changes
In September 2026, Gusto lost share of searches among flexible employee benefits platforms worldwide, from 4.5% to 3.3%.
Estimated monthly branded searches for Ben worldwide fell 12.9% over 12 measured months, from 4.4K to 3.8K in September 2026.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Ben’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.
Other head-to-heads among flexible employee benefits platforms
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