--- title: "PEO services in the United States: Which are searched most?" description: "Compare the PEOs small businesses hand payroll, benefits and HR to. Share of Search among Insperity, TriNet, CoAdvantage, Engage PEO, ADP, G&A Partners, Vensure, Justworks, Rippling and Paychex, the PEO services Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/categories/us-peo-services" publisher: "Brandwave" --- # PEO services in the United States: Which are searched most? Compare the PEOs small businesses hand payroll, benefits and HR to. Share of Search among Insperity, TriNet, CoAdvantage, Engage PEO, ADP, G&A Partners, Vensure, Justworks, Rippling and Paychex, the PEO services Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: PEO services - **Market**: United States - **Brands compared**: 10 - **Month measured**: Sep 2026 - **Highest Share of Search**: Insperity, 38.1% ## Which brand is most popular in search among PEO services in the United States? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Justworks | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | ADP | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | TriNet | 3rd | 3 of 3 | 1 of 1 | 4 of 4 | | Insperity | 4th | 3 of 3 | 1 of 1 | 4 of 4 | | Paychex | 5th | 1 of 3 | 1 of 1 | 2 of 4 | | Rippling | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | CoAdvantage | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Engage PEO | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | G&A Partners | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Vensure | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about PEO services - Asked ChatGPT "Which PEO should I use in the US?": 1. Justworks, 2. ADP, 3. TriNet, 4. Rippling, 5. Insperity - Asked ChatGPT "What are the best PEOs in the US?": 1. Justworks, 2. ADP, 3. TriNet, 4. Insperity, 5. Paychex, 6. Rippling - Asked ChatGPT "What's the best PEO in the US for a small business with 20 employees?": 1. Justworks, 2. TriNet, 3. Insperity, 4. ADP - Searched Google, AI Overview "peo": 1. ADP, 2. TriNet, 3. Insperity, 4. Paychex Not named in any answer: CoAdvantage, Engage PEO, G&A Partners and Vensure. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## Compare search popularity between leading brands - [Insperity vs TriNet: compare search popularity](/demand/us/compare/insperity-vs-trinet): 38.1% against 25.5% Share of Search. - [Insperity vs CoAdvantage: compare search popularity](/demand/us/compare/coadvantage-vs-insperity): 38.1% against 9.3% Share of Search. - [Insperity vs Engage PEO: compare search popularity](/demand/us/compare/engage-peo-vs-insperity): 38.1% against 9.3% Share of Search. - [Insperity vs ADP: compare search popularity](/demand/us/compare/adp-vs-insperity): 38.1% against 7.6% Share of Search. - [TriNet vs CoAdvantage: compare search popularity](/demand/us/compare/coadvantage-vs-trinet): 25.5% against 9.3% Share of Search. - [TriNet vs Engage PEO: compare search popularity](/demand/us/compare/engage-peo-vs-trinet): 25.5% against 9.3% Share of Search. - [TriNet vs ADP: compare search popularity](/demand/us/compare/adp-vs-trinet): 25.5% against 7.6% Share of Search. - [CoAdvantage vs Engage PEO: compare search popularity](/demand/us/compare/coadvantage-vs-engage-peo): 9.3% Share of Search each. - [CoAdvantage vs ADP: compare search popularity](/demand/us/compare/adp-vs-coadvantage): 9.3% against 7.6% Share of Search. - [Engage PEO vs ADP: compare search popularity](/demand/us/compare/adp-vs-engage-peo): 9.3% against 7.6% Share of Search. ## How did search popularity change for United States PEO services in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Insperity | 38.1% | 90.5K | 0.0% | Insperity | | 2 | TriNet | 25.5% | 60.5K | -18.2% | TriNet | | 3 | CoAdvantage | 9.3% | 22.2K | 0.0% | CoAdvantage | | 4 | Engage PEO | 9.3% | 22.2K | +22.7% | Engage PEO | | 5 | ADP | 7.6% | 18.1K | 0.0% | ADP | | 6 | G&A Partners | 5.1% | 12.1K | 0.0% | G&A Partners | | 7 | Vensure | 3.4% | 8.1K | 0.0% | Vensure | | 8 | Justworks | 0.76% | 1.8K | -2.2% | Justworks | | 9 | Rippling | 0.55% | 1.3K | +30.0% | Rippling | | 10 | Paychex | 0.37% | 880 | +22.2% | Paychex | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Insperity | 90.5K | 34.9% | 1 | | Oct 2025 | TriNet | 74K | 28.5% | 2 | | Oct 2025 | ADP | 27.1K | 10.4% | 3 | | Oct 2025 | CoAdvantage | 27.1K | 10.4% | 4 | | Oct 2025 | Engage PEO | 18.1K | 7% | 5 | | Oct 2025 | G&A Partners | 12.1K | 4.7% | 6 | | Oct 2025 | Vensure | 6.6K | 2.5% | 7 | | Oct 2025 | Justworks | 1.7K | 0.66% | 8 | | Oct 2025 | Rippling | 1.3K | 0.5% | 9 | | Oct 2025 | Paychex | 880 | 0.34% | 10 | | Nov 2025 | Insperity | 90.5K | 36.1% | 1 | | Nov 2025 | TriNet | 74K | 29.5% | 2 | | Nov 2025 | CoAdvantage | 27.1K | 10.8% | 3 | | Nov 2025 | ADP | 22.2K | 8.9% | 4 | | Nov 2025 | Engage PEO | 18.1K | 7.2% | 5 | | Nov 2025 | G&A Partners | 9.9K | 4% | 6 | | Nov 2025 | Vensure | 5.4K | 2.2% | 7 | | Nov 2025 | Justworks | 1.5K | 0.6% | 8 | | Nov 2025 | Rippling | 1K | 0.4% | 9 | | Nov 2025 | Paychex | 720 | 0.29% | 10 | | Dec 2025 | Insperity | 110K | 38.4% | 1 | | Dec 2025 | TriNet | 74K | 25.8% | 2 | | Dec 2025 | ADP | 27.1K | 9.5% | 3 | | Dec 2025 | CoAdvantage | 27.1K | 9.5% | 4 | | Dec 2025 | Engage PEO | 22.2K | 7.7% | 5 | | Dec 2025 | G&A Partners | 14.8K | 5.2% | 6 | | Dec 2025 | Vensure | 8.1K | 2.8% | 7 | | Dec 2025 | Justworks | 1.3K | 0.46% | 8 | | Dec 2025 | Rippling | 1K | 0.35% | 9 | | Dec 2025 | Paychex | 880 | 0.31% | 10 | | Jan 2026 | Insperity | 110K | 32.8% | 1 | | Jan 2026 | TriNet | 90.5K | 27% | 2 | | Jan 2026 | CoAdvantage | 40.5K | 12.1% | 3 | | Jan 2026 | Engage PEO | 33.1K | 9.9% | 4 | | Jan 2026 | ADP | 27.1K | 8.1% | 5 | | Jan 2026 | G&A Partners | 18.1K | 5.4% | 6 | | Jan 2026 | Vensure | 12.1K | 3.6% | 7 | | Jan 2026 | Justworks | 1.6K | 0.48% | 8 | | Jan 2026 | Rippling | 1.3K | 0.39% | 9 | | Jan 2026 | Paychex | 880 | 0.26% | 10 | | Feb 2026 | Insperity | 110K | 39.7% | 1 | | Feb 2026 | TriNet | 74K | 26.7% | 2 | | Feb 2026 | CoAdvantage | 27.1K | 9.8% | 3 | | Feb 2026 | ADP | 22.2K | 8% | 4 | | Feb 2026 | Engage PEO | 18.1K | 6.5% | 5 | | Feb 2026 | G&A Partners | 12.1K | 4.4% | 6 | | Feb 2026 | Vensure | 9.9K | 3.6% | 7 | | Feb 2026 | Justworks | 1.5K | 0.55% | 8 | | Feb 2026 | Rippling | 1K | 0.36% | 9 | | Feb 2026 | Paychex | 880 | 0.32% | 10 | | Mar 2026 | Insperity | 110K | 36.8% | 1 | | Mar 2026 | TriNet | 90.5K | 30.3% | 2 | | Mar 2026 | ADP | 27.1K | 9.1% | 3 | | Mar 2026 | CoAdvantage | 27.1K | 9.1% | 4 | | Mar 2026 | Engage PEO | 18.1K | 6.1% | 5 | | Mar 2026 | G&A Partners | 12.1K | 4% | 6 | | Mar 2026 | Vensure | 9.9K | 3.3% | 7 | | Mar 2026 | Justworks | 1.8K | 0.6% | 8 | | Mar 2026 | Rippling | 1.3K | 0.43% | 9 | | Mar 2026 | Paychex | 1K | 0.33% | 10 | | Apr 2026 | Insperity | 110K | 36.1% | 1 | | Apr 2026 | TriNet | 90.5K | 29.7% | 2 | | Apr 2026 | ADP | 33.1K | 10.8% | 3 | | Apr 2026 | CoAdvantage | 27.1K | 8.9% | 4 | | Apr 2026 | Engage PEO | 18.1K | 5.9% | 5 | | Apr 2026 | G&A Partners | 12.1K | 4% | 6 | | Apr 2026 | Vensure | 9.9K | 3.2% | 7 | | Apr 2026 | Justworks | 1.7K | 0.56% | 8 | | Apr 2026 | Paychex | 1.3K | 0.43% | 9 | | Apr 2026 | Rippling | 1.3K | 0.43% | 10 | | May 2026 | Insperity | 90.5K | 37.5% | 1 | | May 2026 | TriNet | 60.5K | 25% | 2 | | May 2026 | ADP | 22.2K | 9.2% | 3 | | May 2026 | CoAdvantage | 22.2K | 9.2% | 4 | | May 2026 | Engage PEO | 18.1K | 7.5% | 5 | | May 2026 | G&A Partners | 12.1K | 5% | 6 | | May 2026 | Vensure | 12.1K | 5% | 7 | | May 2026 | Justworks | 1.9K | 0.8% | 8 | | May 2026 | Rippling | 1K | 0.41% | 9 | | May 2026 | Paychex | 880 | 0.36% | 10 | | Jun 2026 | Insperity | 90.5K | 34.5% | 1 | | Jun 2026 | TriNet | 74K | 28.2% | 2 | | Jun 2026 | CoAdvantage | 27.1K | 10.3% | 3 | | Jun 2026 | ADP | 22.2K | 8.5% | 4 | | Jun 2026 | Engage PEO | 18.1K | 6.9% | 5 | | Jun 2026 | G&A Partners | 14.8K | 5.6% | 6 | | Jun 2026 | Vensure | 12.1K | 4.6% | 7 | | Jun 2026 | Justworks | 2K | 0.75% | 8 | | Jun 2026 | Rippling | 1K | 0.38% | 9 | | Jun 2026 | Paychex | 880 | 0.34% | 10 | | Jul 2026 | Insperity | 90.5K | 38.1% | 1 | | Jul 2026 | TriNet | 60.5K | 25.5% | 2 | | Jul 2026 | ADP | 22.2K | 9.3% | 3 | | Jul 2026 | CoAdvantage | 22.2K | 9.3% | 4 | | Jul 2026 | Engage PEO | 18.1K | 7.6% | 5 | | Jul 2026 | G&A Partners | 12.1K | 5.1% | 6 | | Jul 2026 | Vensure | 8.1K | 3.4% | 7 | | Jul 2026 | Justworks | 2.1K | 0.88% | 8 | | Jul 2026 | Rippling | 1K | 0.42% | 9 | | Jul 2026 | Paychex | 880 | 0.37% | 10 | | Aug 2026 | Insperity | 90.5K | 36.7% | 1 | | Aug 2026 | TriNet | 74K | 30% | 2 | | Aug 2026 | CoAdvantage | 22.2K | 9% | 3 | | Aug 2026 | ADP | 18.1K | 7.3% | 4 | | Aug 2026 | Engage PEO | 18.1K | 7.3% | 5 | | Aug 2026 | G&A Partners | 12.1K | 4.9% | 6 | | Aug 2026 | Vensure | 8.1K | 3.3% | 7 | | Aug 2026 | Justworks | 1.9K | 0.75% | 8 | | Aug 2026 | Rippling | 1K | 0.41% | 9 | | Aug 2026 | Paychex | 720 | 0.29% | 10 | | Sep 2026 | Insperity | 90.5K | 38.1% | 1 | | Sep 2026 | TriNet | 60.5K | 25.5% | 2 | | Sep 2026 | CoAdvantage | 22.2K | 9.3% | 3 | | Sep 2026 | Engage PEO | 22.2K | 9.3% | 4 | | Sep 2026 | ADP | 18.1K | 7.6% | 5 | | Sep 2026 | G&A Partners | 12.1K | 5.1% | 6 | | Sep 2026 | Vensure | 8.1K | 3.4% | 7 | | Sep 2026 | Justworks | 1.8K | 0.76% | 8 | | Sep 2026 | Rippling | 1.3K | 0.55% | 9 | | Sep 2026 | Paychex | 880 | 0.37% | 10 | ## What is being compared - **ADP**: Measured on the search term “adp totalsource”. - **CoAdvantage**: Measured on the search term “coadvantage”. - **Engage PEO**: Measured on the search term “engage peo”. - **G&A Partners**: Measured on the search term “g&a partners”. - **Insperity**: Measured on the search term “insperity”. - **Justworks**: Measured on the search terms “justworks 401k”, “justworks app”, “justworks company”, “justworks peo”, “justworks time tracking” and “peo justworks”, summed into one figure. - **Paychex**: Measured on the search term “paychex peo”. - **Rippling**: Measured on the search term “rippling peo”. - **TriNet**: Measured on the search term “trinet”. - **Vensure**: Measured on the search term “vensure”. - [ADP](/demand/us/brands/adp) - [CoAdvantage](/demand/us/brands/coadvantage) - [Engage PEO](/demand/us/brands/engage-peo) - [G&A Partners](/demand/us/brands/g-and-a-partners) - [Insperity](/demand/us/brands/insperity) - [Justworks](/demand/us/brands/justworks) - [Paychex](/demand/us/brands/paychex) - [Rippling](/demand/us/brands/rippling) - [TriNet](/demand/us/brands/trinet) - [Vensure](/demand/us/brands/vensure) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among PEO services in the United States? 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. ## Cite this page Brandwave. "PEO services in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-peo-services This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-peo-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.