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 9.6% estimated Share of Search among United States HR and payroll software for small and midsize businesses and is ranked 2nd of 7 competitors for search popularity.
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Which HR and payroll software for small and midsize businesses compete with Gusto?
Share of Search by month for RUN Powered by ADP, Gusto, BambooHR. The figures are in the table below the chart.
View monthly share of search table
| Month | RUN Powered by ADP | Gusto | BambooHR | Rippling | Paychex | Justworks | HiBob |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 75% | 11.2% | 9.8% | 1.9% | 1.4% | 0.51% | 0.22% |
| Nov 2025 | 77.3% | 11.1% | 8.3% | 1.7% | 0.89% | 0.5% | 0.2% |
| Dec 2025 | 80.1% | 10% | 7% | 1.7% | 0.68% | 0.37% | 0.14% |
| Jan 2026 | 75.5% | 13% | 8.2% | 1.9% | 0.75% | 0.43% | 0.17% |
| Feb 2026 | 73.7% | 14.5% | 8.2% | 2.1% | 0.89% | 0.46% | 0.2% |
| Mar 2026 | 73% | 15.2% | 8% | 2.2% | 0.9% | 0.48% | 0.23% |
| Apr 2026 | 72.8% | 15% | 8.3% | 2.2% | 0.95% | 0.48% | 0.23% |
| May 2026 | 74.3% | 14% | 8.3% | 2.1% | 0.61% | 0.55% | 0.2% |
| Jun 2026 | 75.3% | 13.3% | 8.2% | 1.9% | 0.55% | 0.52% | 0.2% |
| Jul 2026 | 76.5% | 11.5% | 8.8% | 1.9% | 0.59% | 0.56% | 0.19% |
| Aug 2026 | 76% | 10.8% | 10.2% | 1.7% | 0.57% | 0.53% | 0.18% |
| Sep 2026 | 78.5% | 9.6% | 8.7% | 1.9% | 0.59% | 0.53% | 0.21% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 78.5% | 327K | +0.06% | +2.5 points | |
| 2, held 2nd | 9.6% | 39.9K | -13.9% | -1.2 points | |
| 3, held 3rd | 8.7% | 36.1K | -18.1% | -1.6 points | |
| 4, held 4th | 1.9% | 8.1K | +8.9% | +0.2 points | |
| 5, held 5th | 0.59% | 2.5K | 0% | 0 points | |
| 6, held 6th | 0.53% | 2.2K | -3.9% | 0 points | |
| 7, held 7th | 0.21% | 860 | +11.7% | 0 points |
78.5%
Held 1st. 327K estimated branded searches, +0.06% vs prior month. Share +2.5 points.
2.
Gusto9.6%
Held 2nd. 39.9K estimated branded searches, -13.9% vs prior month. Share -1.2 points.
3.
BambooHR8.7%
Held 3rd. 36.1K estimated branded searches, -18.1% vs prior month. Share -1.6 points.
4.
Rippling1.9%
Held 4th. 8.1K estimated branded searches, +8.9% vs prior month. Share +0.2 points.
5.
Paychex0.59%
Held 5th. 2.5K estimated branded searches, 0% vs prior month. Share 0 points.
0.53%
Held 6th. 2.2K estimated branded searches, -3.9% vs prior month. Share 0 points.
7.
HiBob0.21%
Held 7th. 860 estimated branded searches, +11.7% vs prior month. Share 0 points.
Compare search popularity between Gusto and its closest rivals
Every comparison with Gusto
7 comparisons
How has branded search demand for Gusto changed in United States over the last 12 months?
3 findings
- 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 HR and payroll software for small and midsize businesses in United States decreased from 11.2% to 9.6%.
- Across the 12 months ending September 2026, Gusto’s estimated Share of Search among HR and payroll software for small and midsize businesses in United States peaked at 15.2% in March 2026 and was lowest at 9.6% in September 2026.
How did search popularity change for United States HR and payroll software for small and midsize businesses in September 2026?
4 changes
In September 2026, RUN Powered by ADP gained estimated Share of Search among HR and payroll software for small and midsize businesses in United States, from 76% to 78.5%.
In September 2026, BambooHR lost estimated Share of Search among HR and payroll software for small and midsize businesses in United States, from 10.2% to 8.7%.
In September 2026, Gusto lost estimated Share of Search among HR and payroll software for small and midsize businesses in United States, from 10.8% to 9.6%.
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?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| HR and payroll software for small and midsize businesses | 2nd of 7 | 9.6% | Shown above |
| Payroll software | 2nd of 5 | 10.5% | Show ranking |
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
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Is Gusto your brand?
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