Brandwave

Gusto vs OnPay:Which is more popular?

In September 2026, Gusto had more branded searches than OnPay among payroll software in the United States. Gusto had about 39,900 branded searches, while OnPay had 23,500. Gusto made up 12.8% of all payroll software searches we track, and OnPay accounted for 7.5%. When we asked ChatGPT and Google AI Overviews about payroll software, both Gusto and OnPay appeared in all five answers. Gusto was mentioned before OnPay in every answer.

Among payroll software in the United States in September 2026

Who do people search for more?

Gusto, about 70% more searches than OnPay

Gusto 39.9K searchesOnPay 23.5K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Gusto in 5 of 5OnPay in 5 of 5

Who does AI recommend more?

Gusto, named ahead of OnPay in every answer

Gusto first in 5OnPay never first

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Top payroll software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both Gusto and OnPay showed up in all five answers. Gusto was listed before OnPay in every answer.

Most recommended by AI

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

  1. Gusto1st
  2. OnPay2nd
  3. QuickBooks Payroll3rd
  4. Patriot Software4th
  5. RUN Powered by ADP5th
  6. Rippling6th
  7. Square Payroll7th
  8. Paychex8th
  9. Deel9th

Mentioned by AI

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

  • Gusto5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patriot Software5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • OnPay5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • QuickBooks Payroll4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Square Payroll3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RUN Powered by ADP2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rippling2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Paychex2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about payroll software

5 answers

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

Is Gusto or OnPay more popular in search?

This chart shows how often people search Google for Gusto and OnPay by name. Each line represents a brand's share of searches for all nine payroll software we track, month by month, from searches in United States.

Gusto and OnPay among payroll software in the United States, by month

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

View monthly share of searches table
MonthRUN Powered by ADPGustoPatriot SoftwareOnPayQuickBooks PayrollSquare PayrollRipplingDeelPaychex
Oct 202555.6%15.1%6.6%7.3%6.9%3.1%2.5%0.91%1.9%
Nov 202558.1%15.2%5.7%7.5%5.9%3.2%2.3%0.91%1.2%
Dec 202559.3%13.5%6.7%7.8%6%2.7%2.3%0.8%0.92%
Jan 202655.1%17.3%7.5%7.2%5.5%3%2.6%0.75%1%
Feb 202652.9%19%7.2%7%5.3%3.5%2.8%1.1%1.2%
Mar 202652.2%19.3%7.6%6.4%6%3.3%2.8%1.1%1.1%
Apr 202651.3%19.3%8%6.8%6.3%3.4%2.8%1%1.2%
May 202652.9%18.1%7.7%6.9%6.6%2.9%2.7%1.4%0.79%
Jun 202655.8%17.5%7.3%7%5.3%2.9%2.6%0.92%0.73%
Jul 202656.3%15.2%7.5%7.1%6.7%3%2.5%0.95%0.78%
Aug 202656.4%14.6%7.2%7.4%7%3.1%2.3%1.1%0.78%
Sep 202657.4%12.8%9%7.5%5.8%3.2%2.6%0.99%0.79%

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

3 findings
  • Gusto was ahead of OnPay in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Gusto’s share of searches among payroll software in the United States moved from 15.1% to 12.8%, and its estimated monthly branded searches moved from 48.8K to 39.9K.
  • Across the 12 months ending September 2026, OnPay’s share of searches among payroll software in the United States moved from 7.3% to 7.5%, and its estimated monthly branded searches held steady at 23.5K.

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

3 changes

  1. In September 2026, Patriot Software overtook OnPay to rank 3rd among payroll software in the United States, with 9% of the searches.

  2. In September 2026, Gusto lost share of searches among payroll software in the United States, from 14.6% to 12.8%.

  3. OnPay’s share of searches among payroll software in the United States has gained ground for 3 months in a row, from 7% to 7.5% in September 2026.

How are branded searches counted?

30 search terms

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

Gusto

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

OnPay

2 branded search terms

  • onpay
  • onpay payroll

How the Brand Demand Index is measured

Other head-to-heads among payroll software

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