Brandwave

How popular isGusto in search?

In September 2026, there were an estimated 39.9K branded searches for Gusto in United States which is down 18.3% over the last 12 months. Gusto holds 10.5% estimated Share of Search among United States payroll software and is ranked 2nd of 5 competitors for search popularity.

Share of Search, September 2026
  1. RUN Powered by ADP85.9%
  2. Gusto10.5%
  3. Rippling2.1%
  4. Deel0.81%
  5. Paychex0.65%
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Which payroll software compete with Gusto?

Gusto against payroll software in United States, by month

Share of Search by month for RUN Powered by ADP, Gusto, Rippling. The figures are in the table below the chart.

View monthly share of search table
MonthRUN Powered by ADPGustoRipplingDeelPaychex
Oct 202583.2%12.4%2.1%0.75%1.6%
Nov 202584.3%12.1%1.8%0.72%0.98%
Dec 202586.1%10.7%1.8%0.64%0.73%
Jan 202682.3%14.2%2.1%0.62%0.82%
Feb 202680.1%15.8%2.3%0.9%0.97%
Mar 202679.1%16.5%2.4%0.97%0.98%
Apr 202679.4%16.4%2.4%0.86%1%
May 202680.8%15.2%2.2%1.1%0.66%
Jun 202682.1%14.4%2.1%0.76%0.6%
Jul 202683.9%12.6%2.1%0.79%0.65%
Aug 202684.6%12%1.9%0.86%0.64%
Sep 202685.9%10.5%2.1%0.81%0.65%

  1. 1.RUN Powered by ADP

    85.9%

    Held 1st. 327K estimated branded searches, +0.06% vs prior month. Share +1.3 points.

  2. 2.Gusto

    10.5%

    Held 2nd. 39.9K estimated branded searches, -13.9% vs prior month. Share -1.5 points.

  3. 3.Rippling

    2.1%

    Held 3rd. 8.1K estimated branded searches, +8.9% vs prior month. Share +0.2 points.

  4. 4.Deel

    0.81%

    Held 4th. 3.1K estimated branded searches, -6.9% vs prior month. Share 0 points.

  5. 5.Paychex

    0.65%

    Held 5th. 2.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Gusto and its closest rivals

Every comparison with Gusto

How has branded search demand for Gusto changed in United States over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Gusto in United States fell from 48.8K to 39.9K.
  • Across the 12 months ending September 2026, Gusto’s estimated Share of Search among payroll software in United States decreased from 12.4% to 10.5%.
  • Across the 12 months ending September 2026, Gusto’s estimated Share of Search among payroll software in United States peaked at 16.5% in March 2026 and was lowest at 10.5% in September 2026.

How did search popularity change for United States payroll software in September 2026?

  1. In September 2026, RUN Powered by ADP gained estimated Share of Search among payroll software in United States, from 84.6% to 85.9%.

  2. In September 2026, Gusto lost estimated Share of Search among payroll software in United States, from 12% to 10.5%.

  3. Estimated monthly branded searches for Paychex in United States fell 60.7% over 12 measured months, from 6.3K to 2.5K in September 2026.

Where does Gusto compete?

Gusto is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
HR and payroll software for small and midsize businesses2nd of 79.6%Show ranking
Payroll software2nd of 510.5%Shown above

How is Gusto measured?

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

28 branded search terms

  • gusto accounting software
  • gusto app
  • gusto benefits
  • 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

Do you work for Gusto? 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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