Overview Leaderboard Methodology
Industry Report

Payroll & Payroll Tax Services

Solutions that process employee payroll, withhold and remit payroll taxes, manage benefits deductions, and handle payroll tax reporting and filings.

Brands tracked: 35
Brands analyzed: 35
Last updated: 2026-04-22
Model: OpenAI GPT-5
Prompts: 275
Total responses: 1,400
Top Brand Overall?
Gusto
94/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Rippling
88

Highest score on the LBA metric.

Authority Leader?
Gusto
100

Highest score on the Authority metric.

TOM Leader?
Gusto
100

Highest score on the TOM metric.

Gusto is the default answer in AI responses for Payroll & Payroll Tax Services

When users ask ChatGPT, Claude, or Gemini about Payroll & Payroll Tax Services, Gusto is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. ADP is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

Brand Leaderboard All 35 Payroll & Payroll Tax Services brands ranked

Ranked by overall AI Visibility Score (geometric mean of LBA, Authority, and TOM). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Gusto
gusto.com
 82
100
100
94
2
ADP
adp.com
 79
54
99
75
3
QuickBooks Payroll
quickbooks.intuit.com
 77
38
82
62
4
OnPay
onpay.com
 69
42
73
60
5
Rippling
rippling.com
 88
26
78
56
6
Paychex
paychex.com
 73
25
81
53
7
Deel
deel.com
 86
0
4
2
8
Paycor
paycor.com
 65
0
6
2
9
Paylocity
paylocity.com
 73
0
6
2
10
UKG
ukg.com
 75
0
14
2
11
Workday
workday.com
 74
0
5
2
12
Dayforce
dayforce.com
 72
0
1
1
13
Patriot Software
patriotsoftware.com
 52
5
0
1
14
Paycom
paycom.com
 70
0
2
1
15
Remote
remote.com
 74
0
1
1
16
SurePayroll
surepayroll.com
 52
0
1
1
17
TriNet
trinet.com
 69
0
2
1
18
BrightPay
brightpay.ie
 56
0
0
0
19
CloudPay
cloudpay.com
 62
0
0
0
20
Employment Hero
employmenthero.com
 64
0
0
0
21
Fingercheck
fingercheck.com
 34
0
0
0
22
greytHR
greythr.com
 62
0
0
0
23
IRIS Payroll
iris.co.uk
 59
0
0
0
24
isolved
isolvedhcm.com
 51
0
0
0
25
Justworks
justworks.com
 68
0
0
0
26
MYOB
myob.com
 66
0
0
0
27
Namely
namely.com
 57
0
0
0
28
Neeyamo
neeyamo.com
 43
0
0
0
29
Papaya Global
papayaglobal.com
 72
0
0
0
30
PayFit
payfit.com
 66
0
0
0
31
QuickBooks Live
intuit.com
 55
0
0
0
32
QuickBooks Time
quickbooks.com
 76
0
0
0
33
Ramco
ramco.com
 52
0
0
0
34
Square Appointments
squareup.com
 48
0
0
0
35
Wagepoint
wagepoint.com
 61
0
0
0

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 275 shared Payroll & Payroll Tax Services prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Geometric mean of LBA, Authority and TOM: (LBA × Authority × TOM)^(1/3). Geometric mean is used so that any single weak metric pulls the overall score down, rather than being masked by strength elsewhere.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 275 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →