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HR and payroll software for small and midsize businesses in United States:Which are searched most?

In September 2026, RUN Powered by ADP was the most searched among HR and payroll software for small and midsize businesses in United States, with an estimated 327K branded searches and 78.5% estimated Share of Search within this set.

Share of Search, September 2026
  1. RUN Powered by ADP78.5%
  2. Gusto9.6%
  3. BambooHR8.7%
  4. Rippling1.9%
  5. Paychex0.59%
  6. Justworks0.53%
  7. HiBob0.21%

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Share of SearchLeaderboard

Compare HR, payroll, and people-management software sold to small and midsize businesses, measured through worldwide English-language branded search demand. 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.

Share of Search among HR and payroll software for small and midsize businesses in United States, by month

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
MonthRUN Powered by ADPGustoBambooHRRipplingPaychexJustworksHiBob
Oct 202575%11.2%9.8%1.9%1.4%0.51%0.22%
Nov 202577.3%11.1%8.3%1.7%0.89%0.5%0.2%
Dec 202580.1%10%7%1.7%0.68%0.37%0.14%
Jan 202675.5%13%8.2%1.9%0.75%0.43%0.17%
Feb 202673.7%14.5%8.2%2.1%0.89%0.46%0.2%
Mar 202673%15.2%8%2.2%0.9%0.48%0.23%
Apr 202672.8%15%8.3%2.2%0.95%0.48%0.23%
May 202674.3%14%8.3%2.1%0.61%0.55%0.2%
Jun 202675.3%13.3%8.2%1.9%0.55%0.52%0.2%
Jul 202676.5%11.5%8.8%1.9%0.59%0.56%0.19%
Aug 202676%10.8%10.2%1.7%0.57%0.53%0.18%
Sep 202678.5%9.6%8.7%1.9%0.59%0.53%0.21%

This month’s ranking, September 2026

  1. 1.RUN Powered by ADP

    78.5%

    Held 1st. 327K estimated branded searches, +0.06% vs prior month. Share +2.5 points.

  2. 2.Gusto

    9.6%

    Held 2nd. 39.9K estimated branded searches, -13.9% vs prior month. Share -1.2 points.

  3. 3.BambooHR

    8.7%

    Held 3rd. 36.1K estimated branded searches, -18.1% vs prior month. Share -1.6 points.

  4. 4.Rippling

    1.9%

    Held 4th. 8.1K estimated branded searches, +8.9% vs prior month. Share +0.2 points.

  5. 5.Paychex

    0.59%

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

  6. 6.Justworks

    0.53%

    Held 6th. 2.2K estimated branded searches, -3.9% vs prior month. Share 0 points.

  7. 7.HiBob

    0.21%

    Held 7th. 860 estimated branded searches, +11.7% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among HR and payroll software for small and midsize businesses in United States?

In September 2026, RUN Powered by ADP was the most searched among HR and payroll software for small and midsize businesses in United States, with an estimated 327K branded searches and 78.5% estimated Share of Search within this set. Gusto is in 2nd place, 68.9 percentage points behind at 9.6% Share of Search.

United States HR and payroll software for small and midsize businesses, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
RUN Powered by ADP75% → 78.5%80.1%Dec 202572.8%Apr 20261st
Gusto11.2% → 9.6%15.2%Mar 20269.6%Sep 20262nd
BambooHR9.8% → 8.7%10.2%Aug 20267%Dec 20253rd
Rippling1.9%2.2%Mar 20261.7%Nov 20254th
Paychex1.4% → 0.59%1.4%Oct 20250.55%Jun 20265th
Justworks0.51% → 0.53%0.56%Jul 20260.37%Dec 20256th
HiBob0.22% → 0.21%0.23%Apr 20260.14%Dec 20257th

Each finding as a sentence

  • Across the 12 months ending September 2026, RUN Powered by ADP’s estimated Share of Search among HR and payroll software for small and midsize businesses in United States increased from 75% to 78.5%.
  • 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, BambooHR’s estimated Share of Search among HR and payroll software for small and midsize businesses in United States decreased from 9.8% to 8.7%.
  • Across the 12 months ending September 2026, Paychex’s estimated Share of Search among HR and payroll software for small and midsize businesses in United States decreased from 1.4% to 0.59%.
  • Across the 12 months ending September 2026, RUN Powered by ADP’s estimated Share of Search among HR and payroll software for small and midsize businesses in United States peaked at 80.1% in December 2025 and was lowest at 72.8% in April 2026.
  • 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.
  • Across the 12 months ending September 2026, BambooHR’s estimated Share of Search among HR and payroll software for small and midsize businesses in United States peaked at 10.2% in August 2026 and was lowest at 7% in December 2025.
  • Across the 12 months ending September 2026, Rippling, Justworks and HiBob held steady: their estimated Share of Search among HR and payroll software for small and midsize businesses in United States each moved less than 0.5 percentage points.

How did search popularity change for United States HR and payroll software for small and midsize businesses in September 2026?

  1. 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%.

  2. 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%.

  3. 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%.

  4. 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.

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