Brandwave

Gusto vs OnPay:Which is more popular?

In September 2026, Gusto had more branded searches than OnPay among HR and payroll software for small and midsize businesses in the United States. Gusto had about 39,900 branded searches, while OnPay had 23,500. Gusto made up 11.8% of all HR and payroll software for small and midsize business searches we track, and OnPay accounted for 6.9%. When we asked ChatGPT and Google AI Overviews about HR and payroll software for small and midsize businesses, Gusto appeared in all five answers and OnPay in three. Gusto was mentioned before OnPay in every answer.

Among HR and payroll software for small and midsize businesses 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?

Gusto, mentioned in every answer we collected

Gusto in 5 of 5OnPay in 3 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 HR and payroll software for small and midsize businesses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gusto appeared in all five answers. OnPay was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. 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. QuickBooks Payroll2nd
  3. Rippling3rd
  4. Patriot Software4th
  5. OnPay5th
  6. RUN Powered by ADP6th
  7. Paychex7th
  8. Justworks8th
  9. BambooHR–
  10. HiBob–

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
  • QuickBooks Payroll4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rippling4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OnPay3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • RUN Powered by ADP2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patriot Software2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paychex2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Justworks1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BambooHR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HiBob0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about HR and payroll software for small and midsize businesses

5 answers

Not named in any answer:

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 ten HR and payroll software for small and midsize businesses we track, month by month, from searches in United States.

Gusto and OnPay among HR and payroll software for small and midsize businesses 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 ADPGustoBambooHRPatriot SoftwareOnPayQuickBooks PayrollRipplingPaychexJustworksHiBob
Oct 202550.4%13.7%12.1%6%6.6%6.2%2.3%1.8%0.63%0.27%
Nov 202553.6%14.1%10.5%5.2%6.9%5.4%2.1%1.1%0.63%0.26%
Dec 202555.6%12.6%8.9%6.3%7.3%5.6%2.2%0.86%0.46%0.18%
Jan 202651.1%16%10%7%6.7%5.1%2.4%0.92%0.52%0.21%
Feb 202649.5%17.7%10%6.8%6.5%5%2.6%1.1%0.56%0.24%
Mar 202649%18.1%9.5%7.2%6%5.7%2.7%1.1%0.57%0.27%
Apr 202647.8%18%10%7.4%6.3%5.9%2.6%1.1%0.58%0.27%
May 202649.2%16.9%10.1%7.2%6.5%6.1%2.5%0.73%0.66%0.24%
Jun 202651.7%16.2%10.1%6.7%6.5%4.9%2.4%0.67%0.64%0.24%
Jul 202651.8%14%10.7%6.9%6.6%6.2%2.3%0.72%0.69%0.24%
Aug 202651%13.2%12.6%6.5%6.7%6.3%2.1%0.7%0.65%0.22%
Sep 202653%11.8%10.7%8.3%6.9%5.4%2.4%0.73%0.65%0.25%

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

3 findings

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

2 changes

  1. In September 2026, Patriot Software overtook OnPay to rank 4th among HR and payroll software for small and midsize businesses in the United States, with 8.3% of the searches.

  2. In September 2026, Gusto lost share of searches among HR and payroll software for small and midsize businesses in the United States, from 13.2% to 11.8%.

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 HR and payroll software for small and midsize businesses

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