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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.

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

originproduct— Josh Reeves, Gusto CEO, interview 2019
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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.

missionpurpose— Josh Reeves, Gusto keynote 2022
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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.

responsibilityscale— Gusto company messaging, 2024
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The best distribution channel for payroll software is accountants. One CPA recommends Gusto to fifty clients. That's more efficient than any sales team.

distributiongrowth— Josh Reeves on the Partner Program, podcast 2021
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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.

expansionplatform— Josh Reeves on expansion strategy, 2023