We named it ZenPayroll because running payroll should be zen — calm, simple, stress-free. Nobody believed that was possible. We proved them wrong.

originsimplicityJosh Reeves, Gusto CEO, interview 2019

Small business owners didn't choose to become tax experts. They chose to open a bakery or a law firm. We handle the payroll so they can focus on what they actually care about.

missionsmall-businessJosh Reeves, Gusto keynote 2022

Three hundred thousand businesses trust us to pay their employees correctly and on time. That's a level of trust you don't take lightly — one wrong calculation and someone's mortgage payment bounces.

trustresponsibilityGusto company messaging, 2024

The best distribution channel for payroll software is accountants. One CPA recommends Gusto to fifty clients. That's more efficient than any sales team.

growthdistributionJosh Reeves on the Partner Program, podcast 2021

Payroll is just the door. Once we're running payroll, we can offer benefits, retirement plans, financial wellness — everything an employee needs in one place.

strategyexpansionJosh Reeves on expansion strategy, 2023

ADP was founded in 1949. Their software looks like it. We were founded in 2011 and we build for people who expect software to actually be pleasant to use.

competitiondesignGusto marketing positioning, widely cited