Brandwave

bswift vs Gusto:Which is more popular?

In September 2026, Gusto had more branded searches than bswift among benefits administration platforms worldwide. Gusto had about 43,900 branded searches, while bswift had 18,100. Gusto made up 2.7% of all benefits administration platform searches we track, and bswift accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about benefits administration platforms, bswift and Gusto each appeared in three of the five answers. bswift was mentioned before Gusto in three out of four answers that named either.

Among benefits administration platforms worldwide in September 2026

Who do people search for more?

Gusto, about 2 searches for every 1 for bswift

Gusto 43.9K searchesbswift 18.1K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

bswift in 3 of 5Gusto in 3 of 5

Who does AI recommend more?

bswift, named ahead of Gusto in 3 of 4 answers

bswift first in 3Gusto first in 1

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Top benefits administration platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, bswift 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 mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. bswift was listed before Gusto in three out of four answers that named either.

Most recommended by AI

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

  1. Rippling1st
  2. Employee Navigator2nd
  3. ADP Workforce Now3rd
  4. bswift4th
  5. Benefitfocus5th
  6. PlanSource6th
  7. Gusto7th
  8. Businessolver8th
  9. WEX–
  10. Justworks–
  11. +1 more

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

+1 more

See every answer about benefits administration platforms

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 20, 2026.

Is bswift or Gusto more popular in search?

This chart shows how often people search Google for bswift 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.

bswift and Gusto among benefits administration platforms worldwide, by month

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

View monthly share of searches table
MonthRipplingADP Workforce NowWEXEmployee NavigatorJustworksGustobswiftPlanSourceBusinessolverBenefitfocusSequoia
Oct 202529.9%35.6%15.6%7.1%4%3.8%1.8%0.96%0.64%0.43%0.19%
Nov 202524.6%35.7%16.3%10.7%4%3.7%2.1%1.8%0.43%0.43%0.23%
Dec 202528.1%33.5%18.6%10%3.8%3.2%1.4%0.74%0.33%0.22%0.15%
Jan 202626.2%38%18%6.2%4.3%4.3%1.3%0.83%0.46%0.25%0.2%
Feb 202629.4%34.8%18.7%5.7%3.9%4.7%1.1%0.77%0.42%0.28%0.15%
Mar 202628.6%33.7%18.1%6.7%4.7%5.4%1.1%0.74%0.5%0.27%0.18%
Apr 202629.3%34.6%18%5.7%4.8%5.1%1.1%0.62%0.41%0.23%0.18%
May 202626.2%37.7%16%7.5%4.3%5.4%1.2%0.68%0.45%0.3%0.16%
Jun 202630%35.6%15.6%7.1%4.1%4.9%1.2%0.64%0.43%0.28%0.12%
Jul 202630.6%36.3%15.9%6%4.1%4.3%1.2%0.65%0.44%0.24%0.13%
Aug 202630.5%36.3%15.4%7.3%4.1%3.8%1.2%0.65%0.44%0.24%0.13%
Sep 202634.9%34%14.5%6.8%4.7%2.7%1.1%0.61%0.41%0.22%0.12%

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

3 findings

How did search popularity change for benefits administration platforms worldwide in September 2026?

2 changes

  1. In September 2026, Gusto lost share of searches among benefits administration platforms worldwide, from 3.8% to 2.7%.

  2. Estimated monthly branded searches for bswift worldwide fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026.

How are branded searches counted?

27 search terms

Brandwave collects information about searches that people make online using bswift’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.

bswift

1 branded search term

  • bswift

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

How the Brand Demand Index is measured

Other head-to-heads among benefits administration platforms

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