PEO services in the United States:Which are most popular?
In September 2026, Insperity was the most searched PEO service in the United States, accounting for 38.1% of all searches among the ten services we track. When we checked with ChatGPT and Google AI Overviews, Insperity, TriNet and ADP showed up in every answer. Justworks was recommended most often, coming first in three out of four responses.
InsperityShare of searches 38.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
TriNetShare of searches 25.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
CoAdvantageShare of searches 9.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Engage PEOShare of searches 9.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
ADPShare of searches 7.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
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Top PEO services in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and one Google AI Overview, Insperity, TriNet and ADP appeared every time. Justworks was recommended most often, coming first in three out of four answers. ADP was second, and TriNet was third. CoAdvantage, which ranked third in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Justworks1st- ADP2nd
- TriNet3rd
- Insperity4th
Paychex5th
Rippling6th- CoAdvantage–
- Engage PEO–
G&A Partners–
Vensure–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Insperity4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- TriNet4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- ADP4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Justworks3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Rippling2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Paychex2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- CoAdvantage0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Engage PEO0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- G&A Partners0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Vensure0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about PEO services
4 answers
Asked ChatGPT
“Which PEO should I use in the US?”
Asked ChatGPT
“What are the best PEOs in the US?”
Asked ChatGPT
“What's the best PEO in the US for a small business with 20 employees?”
Searched Google, AI Overview
“peo”
Searched Google, AI Overview
“peo services”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.
Which PEO services do people search for most?
This chart shows how often people search Google for each PEO service by name. Each line represents a brand's share of searches for all ten PEO services we track, month by month, from searches in United States.
Share of searches by month for Insperity, TriNet, CoAdvantage, Engage PEO, ADP, G&A Partners, Vensure. The figures are in the table below the chart.
View monthly share of searches table
| Month | Insperity | TriNet | CoAdvantage | Engage PEO | ADP | G&A Partners | Vensure | Justworks | Rippling | Paychex |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.9% | 28.5% | 10.4% | 7% | 10.4% | 4.7% | 2.5% | 0.66% | 0.5% | 0.34% |
| Nov 2025 | 36.1% | 29.5% | 10.8% | 7.2% | 8.9% | 4% | 2.2% | 0.6% | 0.4% | 0.29% |
| Dec 2025 | 38.4% | 25.8% | 9.5% | 7.7% | 9.5% | 5.2% | 2.8% | 0.46% | 0.35% | 0.31% |
| Jan 2026 | 32.8% | 27% | 12.1% | 9.9% | 8.1% | 5.4% | 3.6% | 0.48% | 0.39% | 0.26% |
| Feb 2026 | 39.7% | 26.7% | 9.8% | 6.5% | 8% | 4.4% | 3.6% | 0.55% | 0.36% | 0.32% |
| Mar 2026 | 36.8% | 30.3% | 9.1% | 6.1% | 9.1% | 4% | 3.3% | 0.6% | 0.43% | 0.33% |
| Apr 2026 | 36.1% | 29.7% | 8.9% | 5.9% | 10.8% | 4% | 3.2% | 0.56% | 0.43% | 0.43% |
| May 2026 | 37.5% | 25% | 9.2% | 7.5% | 9.2% | 5% | 5% | 0.8% | 0.41% | 0.36% |
| Jun 2026 | 34.5% | 28.2% | 10.3% | 6.9% | 8.5% | 5.6% | 4.6% | 0.75% | 0.38% | 0.34% |
| Jul 2026 | 38.1% | 25.5% | 9.3% | 7.6% | 9.3% | 5.1% | 3.4% | 0.88% | 0.42% | 0.37% |
| Aug 2026 | 36.7% | 30% | 9% | 7.3% | 7.3% | 4.9% | 3.3% | 0.75% | 0.41% | 0.29% |
| Sep 2026 | 38.1% | 25.5% | 9.3% | 9.3% | 7.6% | 5.1% | 3.4% | 0.76% | 0.55% | 0.37% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 38.1% | 90.5K | 0% | +1.4 points | |
| 2, held 2nd | 25.5% | 60.5K | -18.2% | -4.5 points | |
| 3, held 3rd | 9.3% | 22.2K | 0% | +0.3 points | |
| 4, moved from 5th to 4th | 9.3% | 22.2K | +22.7% | +2 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 7.6% | 18.1K | 0% | +0.3 pointsmoved from 4th to 5th | |
| 6, held 6th | 5.1% | 12.1K | 0% | +0.2 points | |
| 7, held 7th | 3.4% | 8.1K | 0% | +0.1 points | |
| 8, held 8th | 0.76% | 1.8K | -2.2% | 0 points | |
| 9, held 9th | 0.55% | 1.3K | +30% | +0.1 points | |
| 10, held 10th | 0.37% | 880 | +22.2% | +0.1 points |
38.1%
Held 1st. 90.5K estimated branded searches, 0% vs prior month. Share +1.4 points.
2.
TriNet25.5%
Held 2nd. 60.5K estimated branded searches, -18.2% vs prior month. Share -4.5 points.
9.3%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.
9.3%
Moved from 5th to 4th. 22.2K estimated branded searches, +22.7% vs prior month. Share +2 points.
5.
ADP7.6%
Moved from 4th to 5th. 18.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
5.1%
Held 6th. 12.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
7.
Vensure3.4%
Held 7th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
0.76%
Held 8th. 1.8K estimated branded searches, -2.2% vs prior month. Share 0 points.
9.
Rippling0.55%
Held 9th. 1.3K estimated branded searches, +30% vs prior month. Share +0.1 points.
10.
Paychex0.37%
Held 10th. 880 estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Which brand is most popular in search among PEO services in the United States?
10 brands
In September 2026, Insperity was the most searched among PEO services in the United States, with an estimated 90.5K branded searches, 38.1% of all searches for the ten we track. TriNet is in 2nd place, 12.6 percentage points behind at 25.5%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Insperity | 34.9% → 38.1% | 39.7%Feb 2026 | 32.8%Jan 2026 | 1st |
| TriNet | 28.5% → 25.5% | 30.3%Mar 2026 | 25%May 2026 | 2nd |
| CoAdvantage | 10.4% → 9.3% | 12.1%Jan 2026 | 8.9%Apr 2026 | 4th → 3rd |
| Engage PEO | 7% → 9.3% | 9.9%Jan 2026 | 5.9%Apr 2026 | 5th → 4th |
| ADP | 10.4% → 7.6% | 10.8%Apr 2026 | 7.3%Aug 2026 | 3rd → 5th |
| G&A Partners | 4.7% → 5.1% | 5.6%Jun 2026 | 4%Nov 2025 | 6th |
| Vensure | 2.5% → 3.4% | 5%May 2026 | 2.2%Nov 2025 | 7th |
| Justworks | 0.66% → 0.76% | 0.88%Jul 2026 | 0.46%Dec 2025 | 8th |
| Rippling | 0.5% → 0.55% | 0.55%Sep 2026 | 0.35%Dec 2025 | 9th |
| Paychex | 0.34% → 0.37% | 0.43%Apr 2026 | 0.26%Jan 2026 | 10th |
Each finding as a sentence
- Across the 12 months ending September 2026, Insperity’s share of searches among PEO services in the United States increased from 34.9% to 38.1%.
- Across the 12 months ending September 2026, TriNet’s share of searches among PEO services in the United States decreased from 28.5% to 25.5%.
- Across the 12 months ending September 2026, CoAdvantage’s share of searches among PEO services in the United States decreased from 10.4% to 9.3%.
- Across the 12 months ending September 2026, Engage PEO’s share of searches among PEO services in the United States increased from 7% to 9.3%.
- Across the 12 months ending September 2026, ADP’s share of searches among PEO services in the United States decreased from 10.4% to 7.6%.
- Across the 12 months ending September 2026, Vensure’s share of searches among PEO services in the United States increased from 2.5% to 3.4%.
- Across the 12 months ending September 2026, Insperity’s share of searches among PEO services in the United States peaked at 39.7% in February 2026 and was lowest at 32.8% in January 2026.
- Across the 12 months ending September 2026, TriNet’s share of searches among PEO services in the United States peaked at 30.3% in March 2026 and was lowest at 25% in May 2026.
- Across the 12 months ending September 2026, CoAdvantage’s share of searches among PEO services in the United States peaked at 12.1% in January 2026 and was lowest at 8.9% in April 2026.
- Across the 12 months ending September 2026, Engage PEO’s share of searches among PEO services in the United States peaked at 9.9% in January 2026 and was lowest at 5.9% in April 2026.
- Across the 12 months ending September 2026, ADP’s share of searches among PEO services in the United States peaked at 10.8% in April 2026 and was lowest at 7.3% in August 2026.
- Across the 12 months ending September 2026, G&A Partners’ share of searches among PEO services in the United States peaked at 5.6% in June 2026 and was lowest at 4% in November 2025.
- Across the 12 months ending September 2026, Vensure’s share of searches among PEO services in the United States peaked at 5% in May 2026 and was lowest at 2.2% in November 2025.
- Across the 12 months ending September 2026, CoAdvantage rose from 4th to 3rd among PEO services in the United States.
- Across the 12 months ending September 2026, Engage PEO rose from 5th to 4th among PEO services in the United States.
- Across the 12 months ending September 2026, ADP fell from 3rd to 5th among PEO services in the United States.
- Across the 12 months ending September 2026, G&A Partners, Justworks, Rippling and Paychex held steady: their share of searches among PEO services in the United States each moved less than 0.5 percentage points.
How did search popularity change for United States PEO services in September 2026?
6 changes
In September 2026, Engage PEO overtook ADP to rank 4th among PEO services in the United States, with 9.3% of the searches.
In September 2026, Insperity gained share of searches among PEO services in the United States, from 36.7% to 38.1%.
In September 2026, TriNet lost share of searches among PEO services in the United States, from 30% to 25.5%.
Estimated monthly branded searches for Vensure in the United States rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.
Estimated monthly branded searches for ADP in the United States fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026.
Estimated monthly branded searches for CoAdvantage in the United States fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.
Compare popularity between leading brands
- Insperity vs TriNet: compare popularity
- Insperity vs CoAdvantage: compare popularity
- Insperity vs Engage PEO: compare popularity
- Insperity vs ADP: compare popularity
- TriNet vs CoAdvantage: compare popularity
- TriNet vs Engage PEO: compare popularity
- TriNet vs ADP: compare popularity
- CoAdvantage vs Engage PEO: compare popularity
- CoAdvantage vs ADP: compare popularity
- Engage PEO vs ADP: compare popularity
- Compare any of these brands
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