Gusto vs Patriot Software:Which is more popular?
In September 2026, Gusto had more branded searches than Patriot Software among HR and payroll software for small and midsize businesses in the United States. Gusto had about 39,900 branded searches, while Patriot Software had 28,000. Gusto made up 11.8% of all HR and payroll software for small and midsize business searches we track, and Patriot Software accounted for 8.3%. 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 Patriot Software in two. Gusto was mentioned before Patriot Software in every answer.
Who do people search for more?
Gusto, about 42% more searches than Patriot Software
Who does AI mention more?
Gusto, mentioned in every answer we collected
Who does AI recommend more?
Gusto, named ahead of Patriot Software in every answer
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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. Patriot Software was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Gusto was listed before Patriot Software in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Gusto1st
QuickBooks Payroll2nd
Rippling3rd
Patriot Software4th
OnPay5th
RUN Powered by ADP6th
Paychex7th
Justworks8th
BambooHR–
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
Asked ChatGPT
“Which small business HR and payroll platform should I use in the US?”
Asked ChatGPT
“What are the best small business HR and payroll platforms in the US?”
Asked ChatGPT
“What's the best small business HR and payroll platform in the US for a midsize team?”
Searched Google, AI Overview
“small business payroll software”
Searched Google, AI Overview
“best payroll software”
Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.
Is Gusto or Patriot Software more popular in search?
This chart shows how often people search Google for Gusto and Patriot Software 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.
Share of searches by month for Gusto, Patriot Software. The figures are in the table below the chart.
View monthly share of searches table
| Month | RUN Powered by ADP | Gusto | BambooHR | Patriot Software | OnPay | QuickBooks Payroll | Rippling | Paychex | Justworks | HiBob |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 50.4% | 13.7% | 12.1% | 6% | 6.6% | 6.2% | 2.3% | 1.8% | 0.63% | 0.27% |
| Nov 2025 | 53.6% | 14.1% | 10.5% | 5.2% | 6.9% | 5.4% | 2.1% | 1.1% | 0.63% | 0.26% |
| Dec 2025 | 55.6% | 12.6% | 8.9% | 6.3% | 7.3% | 5.6% | 2.2% | 0.86% | 0.46% | 0.18% |
| Jan 2026 | 51.1% | 16% | 10% | 7% | 6.7% | 5.1% | 2.4% | 0.92% | 0.52% | 0.21% |
| Feb 2026 | 49.5% | 17.7% | 10% | 6.8% | 6.5% | 5% | 2.6% | 1.1% | 0.56% | 0.24% |
| Mar 2026 | 49% | 18.1% | 9.5% | 7.2% | 6% | 5.7% | 2.7% | 1.1% | 0.57% | 0.27% |
| Apr 2026 | 47.8% | 18% | 10% | 7.4% | 6.3% | 5.9% | 2.6% | 1.1% | 0.58% | 0.27% |
| May 2026 | 49.2% | 16.9% | 10.1% | 7.2% | 6.5% | 6.1% | 2.5% | 0.73% | 0.66% | 0.24% |
| Jun 2026 | 51.7% | 16.2% | 10.1% | 6.7% | 6.5% | 4.9% | 2.4% | 0.67% | 0.64% | 0.24% |
| Jul 2026 | 51.8% | 14% | 10.7% | 6.9% | 6.6% | 6.2% | 2.3% | 0.72% | 0.69% | 0.24% |
| Aug 2026 | 51% | 13.2% | 12.6% | 6.5% | 6.7% | 6.3% | 2.1% | 0.7% | 0.65% | 0.22% |
| Sep 2026 | 53% | 11.8% | 10.7% | 8.3% | 6.9% | 5.4% | 2.4% | 0.73% | 0.65% | 0.25% |
How has the Gusto and Patriot Software comparison changed over the last 12 months?
3 findings
- Gusto was ahead of Patriot Software in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Gusto’s share of searches among HR and payroll software for small and midsize businesses in the United States moved from 13.7% to 11.8%, and its estimated monthly branded searches moved from 48.8K to 39.9K.
- Across the 12 months ending September 2026, Patriot Software’s share of searches among HR and payroll software for small and midsize businesses in the United States moved from 6% to 8.3%, and its estimated monthly branded searches moved from 21.4K to 28K.
How did search popularity change for United States HR and payroll software for small and midsize businesses in September 2026?
2 changes
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.
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 Patriot Software’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
Patriot Software
2 branded search terms
- patriot payroll
- patriot software
Other head-to-heads among HR and payroll software for small and midsize businesses
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