Rating
4.6
4,204 reviews
Starting price
$49
Other
Categories
12
Founded
2011
Employees
2700
Funding
796.2M
Series E
Gusto is a payroll and HR platform primarily used by small businesses in marketing, accounting, and health services. It stands out for its direct deposit and W-2 preparation tools, while users often cite limited customization and support responsiveness as drawbacks. Recent updates include global team management and invoice automation.
Ad spend / mo
$382K
75 paid keywords
Paid visits / mo
36,395
Organic keywords
192,772
Organic visits / mo
1,182,526
Authority
63
25,946 ref domains
Creatives run
100
as GUSTO CALIFORNIA, INC.
Active now
100
last 14 days
Advertising since
May 2022
4+ yrs running
Last seen
today
still active
Running 24 ads on LinkedIn as Gusto - a paid B2B channel, on top of any Google/Capterra spend. Includes video creative.
The shared messaging across Payroll Software advertisers - the validated angles to copy. See the niche →
(4,204 reviews)
Pros: Good for managing employees and easy to use the app and set tasks for staff. customer support is strong and barely has any bugs or issues. Great value for money!
Cons: Sometimes can be slow to update when submitting a lot of data but nothing too bad to be noted. Not many complaints
Luciano N. · Senior Film Technician · Education Management · May 18, 2026
My experience was great and I really enjoyed the enotifications that I received when payments were in the account.
Pros: I like how easy it was to maneuver through the product, because everything was clearly marked by tabs and I knew where to locate everything for my payroll needs.
Cons: I really did not experience any cons with Gusto, because everything I needed was available and it was self explanatory in regards to correcting issues on my end.
JanetStar V. · President · Civic & Social Organization · May 15, 2026
Overall, my experience with Gusto was very positive. It is an easy-to-use and efficient platform that works especially well for small to mid-sized companies looking for a streamlined payroll and HR solution. The system simplifies payroll processing, onboarding, benefits administration, and employee self-service, which saves a significant amount of administrative time. While it may have some limitations for larger or more complex organizations, it provides a strong user experience, reliable automation, and solid customer support for companies seeking an all-in-one HR and payroll platform.
| Category | Page | Rank | Placement |
|---|---|---|---|
| Benefits Administration | 1 | 2 | AdShortlist |
Domain confidence 99%
| Keyword they bid on | CPC | Pos | % budget | Landing page |
|---|
| gusto | $16.61 | 2 | 31.1% | gusto.com/ |
| gusto payroll | $27.22 | 2 | 2.0% | gusto.com/invite/company-referral |
| gusto com | $10.18 | 1 | 0.8% | gusto.com/ |
| gusto.com | $10.18 | 1 | 0.4% | gusto.com/ |
| gusto sign in | $3.50 | 1 | 0.3% | gusto.com/ |
| gusto contact number | $9.76 | 1 | 0.2% | gusto.com/r/tracy5463 |
| gustp | $16.61 | 2 | 0.2% | gusto.com/invite/company-referral |
| gusto login | $0.06 | 1 | 0.1% | gusto.com/ |
| gusto inc | $16.85 | 2 | 0.1% | gusto.com/ |
| guato | $16.61 | 3 | 0.1% | gusto.com/invite/company-referral |
| gusto] | $16.61 | 1 | 0.1% | gusto.com/ |
| gutso | $16.61 | 3 | 0.0% | gusto.com/product/payroll/employee-self-serve |
| gusto app | $4.93 | 2 | 0.0% | gusto.com/invite/company-referral |
| gusto payment | $11.87 | 2 | 0.0% | gusto.com/ |
| gusto. | $16.61 | 2 | 0.0% | gusto.com/invite/company-referral |
Gusto Payroll | Online HR Services
Gusto Is Simple. We Make Payroll, Hr, And Benefits Simple. See How Gusto Stacks Up Against Other Payroll Providers. Browse Resources. Read News. Data-Backed Guidance.
https://www.gusto.com
Gusto offers payroll, benefits and everything else
Gusto | Online HR Services: Payroll, Benefits and everything else
https://www.gusto.com
Gusto Login® - Official Site
Online Payroll Services — Gusto: Online Payroll & HR Solutions | #1 in Satisfaction Score. Browse Resources. Gusto Is Simple. We Make Payroll, HR, And Benefits Simple. Read News. Data-Backed Guidance.
https://www.gusto.com
Payroll & HR services | All in one platform
Gusto streamlines HR, benefits, and compliance for multi-location businesses—all in one platform
https://www.gusto.com
Gusto Payroll | Gusto.® - Official Site
Gusto: Online Payroll & HR Solutions | #1 in Satisfaction Score. Browse Resources. Gusto Is...
https://www.gusto.com
Pros: Gusto was very user-friendly and intuitive for both administrators and employees. The platform made payroll processing, onboarding, benefits administration, and tax filings simple and streamlined. I also liked the clean interface, automated workflows, employee self-service features, and the ease of managing payroll and benefits in one centralized system. Customer support was responsive, and the implementation process was straightforward compared to larger HRIS/payroll platforms.
Cons: One downside of Gusto was that it can feel somewhat limited for growing or more complex organizations. Reporting customization and advanced HR/payroll configurations were not as robust as larger enterprise systems. Certain integrations and workflows also lacked flexibility, and support for more complex benefits administration, compliance tracking, or multi-state/international operations could be challenging as the company scaled.
Anonymous User · hr service · Electrical/Electronic Manufacturing · May 7, 2026
I enjoyed using gusto. I mostly used the app on my phone. It was easy to see my hours for the day and week when logging out for lunch and could accurately verify my hours each day so I was confident my paycheck would be correct.
Pros: I like that gusto has a website and app for your phone that sync together. You are able to see just as many features on the app as it does on the desktop site.
Cons: Using gusto takes a little getting used to. Some features seem they should be listed in different areas then they are in the menu.
Samantha L. · Client Services · Hospitality · May 4, 2026
Gusto offered a time tracking solution for a small team that just needed to account for overtime, employee punctuality, dependability.
Pros: Gusto has a clean user experience and a good interface for timesheet reporting. It was easy to retrieve tax documents.
Cons: Making edits or corrections were a bit tricky, but I think that is by design to avoid unauthorized changes to the account.
Kaleb V. · Chiropractor · Health, Wellness and Fitness · April 30, 2026
Great for organizing direct pay and your company and tax documents. However the banking features are limited such as only having one external account, no bill pay, no Zelle.
Pros: Very easy to split payments and make changes. Availability of various background and tax documents is also very good, easy to find.
Cons: Being limited to one external bank account for transfers is a negative compared to other checkign accounts. After I get my pay in multiple accounts, I consolidate them in one account for credit card payments. This makes it hard as I need to go to those accounts, transfer from them to another and that to Gusto etc. Also they advertised they offered free tax prep with April, but after I prepared my tax return I saw that this only applied if you had taxes back, not taxes due, which wasn't stated clearly in the offer. Also the banking features are limited for example there is no bill pay. Or Zelle integration.
Ferit T. · Scientist · Biotechnology · April 27, 2026
Pros: The interface of Gusto is attractive, simple and user-friendly. It keeps track of your time, pay-periods and take home pay well, letting you know when to anticipate pay days.
Cons: At times, the app can feel slow or experience errors. While I love the trotting pig, it feels like a bit of a wheel-of-doom and I find myself needing to close out and re-open the app. The other issue I have is with the time-off feature. It doesn't always load, so you need to close + reopen, and then when submitting the time it can revert from "PTO" to "Sick Leave" without you noticing until it's been submitted.
Anonymous User · Manager · Hospitality · April 27, 2026
Overall, I had a great experience using the Gusto payroll system. It served as a highly effective employee tool for time management, payroll modifications, and tracking the time clock. Additionally, it was invaluable for resolving tax-related issues and ensuring compliance. All in all, it was a reliable and user-friendly platform for managing my employment needs.
Pros: Gusto stands out as a premier payroll service primarily due to its exceptional user interface. The mobile app is thoughtfully designed, offering a level of autonomy that is rare in HR software. I particularly appreciate being able to manage time-off requests and make real-time account adjustments directly from my phone. The integration between the app and the desktop version makes the login and navigation process feel completely seamless, which significantly reduces the administrative burden of managing my employment details.
Cons: Difficulty Reaching a Human: While the help center is extensive, many users report that during high-stress times (like year-end tax filing), getting a live representative on the phone or chat can take a long time.
Jarvis T. · Sales Rep · Health, Wellness and Fitness · April 22, 2026
Overall, my experience with Gusto was very positive. I found it to be a reliable and user‑friendly platform that simplified payroll and basic HR tasks, especially for small to mid‑sized organizations. The automated payroll runs, tax filings, and built‑in compliance support helped reduce errors and save time, while the clean interface made it easy to navigate without extensive training. Although it can feel somewhat limited for more complex HR needs, Gusto worked efficiently for day‑to‑day payroll management and gave confidence that key processes were being handled correctly.
Pros: What I liked most about Gusto was how user‑friendly and comprehensive it is for payroll and HR management. The platform simplifies payroll processing, tax filings, and benefits administration in a way that feels intuitive and well‑organized. I especially appreciated the automation and compliance support, which reduced manual work and helped ensure accuracy. The clean interface and helpful reminders made it easy to stay on top of deadlines, even without deep payroll expertise.
Cons: The main drawback was limited flexibility for more complex payroll needs and increasing costs as features are added.
Radha S. · Legal Assistant · Legal Services · April 21, 2026
The customer service department is very helpful and were extremely kind. I think they have a simple easy to use format.
Pros: Super easy to use. I think they were very clear about what services would be beneficial vs not for my company.
Cons: You can not use employees that are on production base pay. All employees have to be hourly or daily pay.
Katie O. · OM · Medical Practice · April 21, 2026
Gusto has been a sigh of relief, making managing my team easier than ever. The ability to upload updates to policies and procedures and have them signed on off has taken the leg work out of making changes.
Pros: The ability to easily upload documents for employees to sign. The ability to easily approve and deny paid time off requests. To ability to manage employee hours & pay, has helped streamline and manage many aspects for our small business.
Cons: I am not a fan of the inability to submit time off requests if hours are not in the bank. At my business we utilize time off accrual and if the hours are not there even if they will be at the time for the request it will not allow you to request that time.
Colton C. · Operations Manager · Consumer Services · April 17, 2026
It is incredibly easy to use, and I can use it for myself and for our team. The functionality in our office and on their phones is great!
Pros: I appreciate that all of the information that I need is included in this application and provides a menu where I can access my personal information and easily transition to what I need as a leader.
Cons: The enhanced authentication features. There are times when it requires a code that is sent to me via text or my personal email. I cannot always access my personal email while working.
Raechel K. · Training Manager · Fund-Raising · April 17, 2026
Pros: Gusto is an extremely user-friendly platform. As a young adult at my first job as a full-time employee, I can use the site with confidence.
Cons: I wish that for the upcoming paychecks, they could give an estimated amount of money, but this may just be a decision made by my company in particular.
Jessica C. · Therapist · Mental Health Care · April 13, 2026
My overall experience with Gusto has been positive. The platform is easy to use and does a great job simplifying payroll and HR tasks that can otherwise be time-consuming and complicated. I especially appreciated the automation features, which made processes like tax filings and employee payments much more efficient. While there are some limitations with customization and pricing for more advanced features, the convenience and reliability of the system make it a strong option for small to mid-sized businesses.
Pros: What I liked most about Gusto was how user-friendly and intuitive the platform is. Everything from running payroll to managing employee information is clearly organized, which makes it easy to navigate even without much prior experience. I also appreciated how automated many processes are, like tax calculations and filings, which saves a lot of time and reduces the risk of errors. Overall, it simplifies complex HR and payroll tasks in a way that feels efficient and stress-free.
Cons: What I liked least about Gusto is that some of its features can feel limited, especially for more complex business needs. While it works well for basic payroll and HR tasks, customization options aren’t as flexible as they could be.
Yasmin M. · Operations Assistant · Accounting · April 10, 2026
When it comes to overall site and app navigation and experience, Gusto has been great. I've used Gusto in it's earlier stages when it offered an incentive for getting your paycheck deposited and allowed you to borrow before your next paycheck. With customer support experience, customer service could use some improvement.
Pros: What I like most about Gusto is how easy and simple it is to use! I actually have not had a bad experience with Gusto while using their platform. I like that it has it's own money account and it is separated from the rest of the other features. The app is very accessible and you do not get lost navigating it. Tax information and employment information can easily be found as well.
Cons: There are constant times where the app is down and it states that gusto is working to fix it. There has been times where it has been hours for you to be able to access your money and you cannot call to unlock your card with the customer service number. They direct you to use the site. Even when you want to dispute charges. When it comes to disputes, Gusto is the least helpful in that department. It doesn't seem like they actually investigate when your card is stolen.
Lenora H. · Clinical Supervisor · Biotechnology · April 9, 2026
Unlike other platforms that require a week of setup, Gusto was easy to dive into immediately. It’s the most user-friendly HR and payroll tool I’ve encountered. It has streamlined our nonprofit's workflow perfectly, making it easy to manage a mixed team of staff and contractors without any of the usual headaches
Pros: Everything. Gusto has made life as a small nonprofit manageable in so many ways. From onboarding contractors and staff to seamless time-tracking, it has turned what used to be a massive administrative burden into a simple, automated process.
Cons: Honestly, I can’t think of a single thing I dislike about Gusto. It has met every need our nonprofit has without any of the typical software headaches.
Jennifer W. · Community Engagement and Operations Manager · Non-Profit Organization Management · April 2, 2026
I've been using Gusto for over ten years, I can't imagine switching to another payroll processor. It just works.
Pros: Gusto is very easy to use, it makes payroll and onboarding a breeze. They also keep up to date and offer new products regularly.
Cons: What is there not to like? I guess once in a great while there is a glitch, but they are always quick to fix any issues
Lara L. · Owner · Retail · March 31, 2026
I have had a good overall experience with Gusto. It does what it is supposed to and integrates to FreshBooks.
Pros: Gusto has been a great platform for payroll. They manage submitting all tax payments. They have great reminders for your tasks by email and on the dashboard.
Cons: I really have nothing bad to say about it. The prices seem high but they are similar to other platforms.
Kristin H. · Owner · Medical Practice · March 30, 2026
overall the experience was good. at times it was difficult to navigate to find what i was looking for and it took me repeated searches.
Pros: The set up seemed easy, emails went to contractors and they were able to fill out all needed. I was able to review with ease.
Cons: The cost, it is very expensive for small business. We ended up leaving due to the cost of it. Having to do repeated searches to find things.
Fran D. · Clinical Psychotherapist and Director · Mental Health Care · March 26, 2026
Highly rated by small teams for its simplicity and automation, though it feels limited as businesses grow or require complex HR workflows.
Pros: Gusto excels at automated payroll, tax filing, employee self-service, benefits administration, and smooth onboarding, ideal for small businesses.
Cons: Slow support, rising per-employee costs, limited customization, weaker mobile app, and advanced features locked behind higher-tier plans.
Hallye N. · Operation Management · Mechanical or Industrial Engineering · March 26, 2026
Gusto is so much better than the other platforms we have used! It even has a chat for your company employees. One employee can also have more than one account, if needed, but just one login, making it very easy to use.
Pros: Gusto has wonderful ease of use for everyone. It's easy to enroll, navigate, and see everything you need all in one spot.
Cons: The only downside, which is very minor, is you cannot see your upcoming pay. It will show you that it's on its way with a deposit date, but no paystub until it has been deposited.
Heather M. · Online Platform Coordinator · Mental Health Care · March 26, 2026
Over all, very easy to set up as well use. The app allows you to personalize all of your details and your able to share with others.
Pros: The ability to see your information quickly as well as at a glance. Notifications and alerts at your finger tips.
Cons: Contractors aren't able to see any of their information, you must be an employee of the company your working for.
Breanna C. · Assistant Book keeper · Real Estate · March 26, 2026
Its a fun easy quick way to acknowledge employees for all the do. It makes us feel appreciated alot.
Pros: Wide range of selection. And how easy it is to add it to amazon account. Just a click and its add. Or you can copy and past
Cons: So many steps to get in. Seems like every time i need to change my password or do this or that. If i have my face Id should not need to
Anonymous User · OWNER · Consumer Services · March 19, 2026
Overall happy to use Gusto for getting payments, tracking payments, international fun transfers. Client prefer it for simple features.
Pros: For freelancers working across different locations and getting payments from International clients, Gusto is one of the best choice due to lower costs and easy money transfers.
Cons: Resolving payment issues and communication with Customer Service executives. Everything good but sometimes it takes time to resolve issues.
Purvi R. · QA Engineer · Information Technology and Services · March 19, 2026
Great service, would highly recommend, great pricing. It is easy and intuitive. I appreciate getting the reminders to run payroll.
Pros: Fast and precise payroll. Direct deposit is great. Taxes are paid on time with no missed deadlines or penalties.
Cons: Inability to customize withholding taxes while running payroll. You do have to go to the individual employee and change their withholdings.
Grant K. · President. · Wholesale · March 19, 2026
| Time Clock | 1 | 2 | Ad |
| Time Tracking | 1 | 2 | Ad |
| Attendance Tracking | 1 | 3 | AdShortlist |
| Compensation Management | 1 | 5 | AdShortlist |
| Direct Deposit Payroll | 1 | 5 | Shortlist |
| Employee Recognition | 1 | 7 | - |
| Payroll | 1 | 8 | Shortlist |
| Performance Management System | 1 | 10 | - |
| Onboarding | 1 | 11 | Shortlist |
| Talent Management | 1 | 12 | - |
| Human Resources | 1 | 13 | AdShortlist |