Brandwave

How popular isSmartly?

In September 2026, people searched for Smartly by name about 4,880 times in New Zealand, a 13.2% increase from the previous year. These searches made up 7% of all New Zealand payroll and rostering software searches, placing Smartly fifth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about payroll and rostering software, Smartly appeared in all answers and was the second most recommended of the 12.

Search and AI answers in September 2026

Smartly is the fifth most searched of 12 competitors and the second most recommended in AI answers.

  1. PayHeroShare of searches 32.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. iPayrollShare of searches 26%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. Employment HeroShare of searches 14.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. Thankyou PayrollShare of searches 9.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  5. SmartlyShare of searches 7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+7 more

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Top payroll and rostering software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smartly appeared in all five answers. Smartly is the second most recommended of the 12.

Most recommended by AI

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

  1. PayHero1st
  2. Smartly2nd
  3. Droppah3rd
  4. Employment Hero4th
  5. Deputy5th
  6. iPayroll6th
  7. Rosterit7th
  8. Tanda8th
  9. Thankyou Payroll9th
  10. Ace Payroll10th
  11. +2 more

Mentioned by AI

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

  • PayHero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Smartly5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Employment Hero4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Droppah4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deputy3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • iPayroll2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rosterit2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thankyou Payroll1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IMS Payroll1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ace Payroll1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+2 more

See every answer about payroll and rostering software

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which payroll and rostering software compete with Smartly?

Smartly against payroll and rostering software in New Zealand, by month

Share of searches by month for PayHero, iPayroll, Employment Hero, Thankyou Payroll, Smartly, PaySauce, Droppah. The figures are in the table below the chart.

View monthly share of searches table
MonthPayHeroiPayrollEmployment HeroThankyou PayrollSmartlyPaySauceDroppahRosteritIMS PayrollAce PayrollDeputyTanda
Oct 202535.4%29%13.1%5.7%5.6%5.8%2.5%1.7%0.39%0.39%0.35%0.06%
Nov 202534.6%28.3%12.9%6.9%6.5%5.7%2.4%1.6%0.47%0.33%0.22%0.09%
Dec 202531.1%31.4%11.6%7.6%6.7%6.3%2.7%1.8%0.42%0.27%0.15%0.07%
Jan 202633.9%28%12.8%6.8%6.5%5.6%2.9%2.5%0.45%0.31%0.25%0.06%
Feb 202633.2%27.5%12.5%6.6%7.2%6.7%2.9%2.4%0.45%0.29%0.24%0.11%
Mar 202630.8%29.1%13.2%7%7.6%5.8%3.1%1.7%0.6%0.48%0.44%0.12%
Apr 202633.8%27.2%12.3%8%7.1%5.5%2.8%1.9%0.55%0.37%0.25%0.13%
May 202633.2%26.6%14.8%6.4%6.6%6.5%2.8%1.9%0.41%0.29%0.23%0.16%
Jun 202631.1%29.6%13.4%7.1%6.9%7.2%2.5%1.3%0.32%0.25%0.24%0.11%
Jul 202633.1%26.6%14.8%7.9%6.1%6.5%2.8%1.3%0.35%0.28%0.22%0.1%
Aug 202634.3%26.4%14.7%6.4%6.1%6.5%2.8%1.9%0.44%0.35%0.2%0.12%
Sep 202632.7%26%14.5%9.4%7%5.2%2.7%1.4%0.42%0.23%0.2%0.1%

  1. 1.PayHero

    32.7%

    Held 1st. 22.8K estimated branded searches, -3.4% vs prior month. Share -1.6 points.

  2. 2.iPayroll

    26%

    Held 2nd. 18.2K estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.Employment Hero

    14.5%

    Held 3rd. 10.2K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Thankyou Payroll

    9.4%

    Moved from 5th to 4th. 6.6K estimated branded searches, +50% vs prior month. Share +3.1 points.

  5. 5.Smartly

    7%

    Moved from 6th to 5th. 4.9K estimated branded searches, +16.7% vs prior month. Share +0.9 points.

  6. 6.PaySauce

    5.2%

    Moved from 4th to 6th. 3.7K estimated branded searches, -17.8% vs prior month. Share -1.2 points.

  7. 7.Droppah

    2.7%

    Held 7th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Rosterit

    1.4%

    Held 8th. 1K estimated branded searches, -23.1% vs prior month. Share -0.5 points.

  9. 9.IMS Payroll

    0.42%

    Held 9th. 290 estimated branded searches, -3.3% vs prior month. Share 0 points.

  10. 10.Ace Payroll

    0.23%

    Held 10th. 160 estimated branded searches, -33.3% vs prior month. Share -0.1 points.

  11. 11.Deputy

    0.2%

    Held 11th. 140 estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Tanda

    0.1%

    Held 12th. 70 estimated branded searches, -12.5% vs prior month. Share 0 points.

Compare popularity between Smartly and its closest rivals

Every comparison with Smartly

11 comparisons

How has branded search demand for Smartly changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smartly in New Zealand rose from 4.3K to 4.9K.
  • Across the 12 months ending September 2026, Smartly’s share of searches among payroll and rostering software in New Zealand increased from 5.6% to 7%.
  • Across the 12 months ending September 2026, Smartly’s share of searches among payroll and rostering software in New Zealand peaked at 7.6% in March 2026 and was lowest at 5.6% in October 2025.
  • Across the 12 months ending September 2026, Smartly rose from 6th to 5th among payroll and rostering software in New Zealand.

How did search popularity change for New Zealand payroll and rostering software in September 2026?

6 changes

  1. In September 2026, Thankyou Payroll overtook PaySauce to rank 4th among payroll and rostering software in New Zealand, with 9.4% of the searches.

  2. In September 2026, Smartly overtook PaySauce to rank 5th among payroll and rostering software in New Zealand, with 7% of the searches.

  3. In September 2026, PayHero lost share of searches among payroll and rostering software in New Zealand, from 34.3% to 32.7%.

  4. In September 2026, PaySauce lost share of searches among payroll and rostering software in New Zealand, from 6.5% to 5.2%.

  5. iPayroll’s share of searches among payroll and rostering software in New Zealand has lost ground for 3 months in a row, from 29.6% to 26% in September 2026.

  6. Estimated monthly branded searches for Tanda in New Zealand rose 40% over 12 measured months, from 50 to 70 in September 2026.

How are Smartly’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Smartly’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • Smart Payroll
  • smartly app
  • Smartly payroll
  • smartly payroll app

Do you work for Smartly? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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