September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › HR › Core HR and payroll › Payroll software › Small business · September 2026 Edition

Payroll software for small business buyers

Asked as “payroll software”, and as “payroll provider”, on behalf of a small B2B company. 42 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
57%
Clear leader
57Gusto29Patriot Payroll05Rippling10others

57% of first choices, clear leader.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Gusto57%10%59endorsed leader
02Patriot Payroll29%5%40accepted challenger
03Rippling5%11%28accepted challenger
04OnPay2%0%44accepted challenger
05ADP RUN2%10%20accepted challenger
Show the five products at 0%, ordered by negative rate
10Paychex Flex0%57%21criticized challenger
09ADP0%56%18criticized challenger
08SurePayroll0%40%10criticized challenger
06QuickBooks Payroll0%23%39accepted challenger
07Square Payroll0%9%11accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not small business.
All twenty-eight head-to-head pages: the top eight products, each against each

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
Q06
07
08
09
10
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative70%
Key
01Gusto57%
02Patriot Payroll29%
03Rippling5%
04OnPay2%
05ADP RUN2%
06QuickBooks Payroll0%
07Square Payroll0%
08SurePayroll0%
09ADP0%
10Paychex Flex0%

What they warned about

Eight of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Llama 4 Maverick, Kimi K2 and GLM 4.7 FlashX changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Paychex Flex
57%
12 of 21 labels negative · 11 of 12 models · 7 hard negative
“Here are the specific platforms to avoid and the reasons why: ### 1. Paychex ... frequently cited as a poor choice for small businesses” GLM 4.7 FlashX, negative prompt
ADP
56%
10 of 18 labels negative · 9 of 12 models · 6 hard negative
“Many small businesses report feeling trapped after signing. Consider only if you need enterprise-level features and have negotiating power.” Kimi K2, negative prompt
QuickBooks Payroll
23%
9 of 39 labels negative · 7 of 12 models · 5 hard negative
“Who should avoid: Businesses with employees in multiple states... it's not a fully managed service despite the marketing.” DeepSeek V4 Flash, negative prompt
Paycor
75%
6 of 8 labels negative · 6 of 12 models · 5 hard negative
“Who should avoid: Small businesses with 1–50 employees who don't have a dedicated HR person to fight billing disputes.” DeepSeek V4 Flash, negative prompt

What they cite

Twelve of the twelve models returned a source list in this edition: four return the pages they cited and eight the search results they consulted.

Sites the answers cite

63 of 72 answers in this category came back with a source list, from 12 of 12 models: citations where the model returns them, or the search results it consulted. 816 links across 203 sites, every framing counted. Ranked by the number of answers carrying the site or page.

51 answers · 61 citations · 12 models
vendor site · ADP26 answers · 31 citations · 11 models
26 answers · 30 citations · 9 models
vendor site · Gusto21 answers · 38 citations · 10 models
21 answers · 21 citations · 10 models
21 answers · 21 citations · 9 models
vendor site · OnPay19 answers · 21 citations · 9 models
17 answers · 18 citations · 8 models
vendor site · G217 answers · 17 citations · 8 models
vendor site · Reddit16 answers · 54 citations · 10 models
vendor site · Patriot Software16 answers · 23 citations · 10 models
14 answers · 19 citations · 7 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best payroll software”, “payroll platforms”, “payroll software”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 daysBest Google position
Gusto gusto.com57%742673,00010,5601,629,4831181
Patriot patriotsoftware.com
Patriot Payroll 29%
29%598,1001151,375,182 company412
Rippling rippling.com5%1438301,00017,886712,399$42,013115
OnPay onpay.com2%11422,2002001,180,466$89484
ADP parent site
ADP RUN 2%
2%782,740,00023,897
Payroll4Free payroll.org2%111,3004977,0608
BrightPay2%
QuickBooks Payroll0%1,000,00054,681
Square Payroll squareup.com0%379,9001903,658,565$9996
Deel deel.com0%48040,5001,210307,175$330,608118

Google's top ten for the three searches hold 20 sites; 7 of them are among the sites the models cited here (adp.com, forbes.com, gusto.com, joinhomebase.com, onpay.com, patriotsoftware.com, reddit.com). The first result for “best payroll software” is gusto.com.

How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHide
ModelDirect“What is the best payroll software for a small B2B company?”Paraphrase“Which payroll provider would you recommend to a small business that sells to other businesses?”Comparative“What are the top payroll platforms for a small team and how do they differ?”Budget-constrained“What is the best payroll software for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a payroll software. What should we look at?”Negative“Which payroll platforms should a small business avoid or be cautious about?”
Claude Haiku 4.5ADP RUN, GustoGustoChanged
Two alternativesOnPay, Patriot Payroll
Gusto
Four alternativesHomebase, OnPay, Patriot Payroll, QuickBooks Payroll
Patriot Payroll
Two alternativesOnPay, Wave Payroll
no first choiceagainst: Gusto, Patriot Payroll, Paychex Flex, Paycor, QuickBooks Payroll
GPT-5.4 miniGusto
Three alternativesADP RUN, QuickBooks Payroll, Rippling
GustoHeld
Two alternativesADP RUN, Paychex Flex
Gusto
Four alternativesADP RUN, OnPay, Patriot Payroll, QuickBooks Payroll
Patriot Payroll
Two alternativesOnPay, Square Payroll
against: Gusto
no first choiceagainst: Paychex Flex, Paycor, Payroll4Free, SurePayroll
Gemini 3.5 FlashGusto
Five alternativesDeel, OnPay, QuickBooks Workforce, Remote, Rippling
GustoHeld
Two alternativesQuickBooks Payroll, Rippling
Gusto
Four alternativesOnPay, Patriot Payroll, QuickBooks Workforce, Rippling
Patriot Payroll
Three alternativesGusto, Payroll4Free, Zoho Payroll
against: SurePayroll
Gusto, Ripplingagainst: ADP RUN, Paychex Flex, QuickBooks Payrollagainst: ADP, Excel, Justworks, Patriot Payroll, Paychex Flex, QuickBooks Payroll, Rippling
Perplexity SonarGusto
Five alternativesADP RUN, OnPay, Patriot Payroll, QuickBooks Payroll, Rippling
GustoHeld
Five alternativesADP, OnPay, Patriot Payroll, QuickBooks Payroll, Rippling
Gusto
Seven alternativesADP RUN, Homebase, OnPay, Patriot Payroll, QuickBooks Payroll, Rippling, Square Payroll
Patriot Payroll
Two alternativesOnPay, QuickBooks Payroll
against: Gusto
no first choice
Two alternativesGusto, QuickBooks Payroll
against: ADP, Paychex Flex, Square Payroll
Grok 4.20Gusto
Three alternativesOnPay, Patriot Payroll, QuickBooks Payroll
against: ADP
GustoHeld
Four alternativesADP RUN, OnPay, Patriot Payroll, QuickBooks Payroll
Gusto
Three alternativesOnPay, Patriot Payroll, QuickBooks Payroll
against: ADP RUN
Patriot Payroll
Three alternativesGusto, OnPay, Wave Payroll
Gusto
Two alternativesOnPay, QuickBooks Payroll
against: ADP, Gusto, Paychex Flex, Paycor, Wave Payroll
Mistral SmallGusto
Two alternativesOnPay, Patriot Payroll
GustoHeld
Two alternativesADP, Paychex Flex
Gusto, Patriot Payroll
Four alternativesADP RUN, Deel, Paychex Flex, Rippling
Patriot Payroll
Two alternativesOnPay, Payroll4Free
no first choiceagainst: ADP, Papaya Global, Paycom, Paycor, Rippling, SurePayroll, Workday
DeepSeek V4 FlashGusto
Three alternativesOnPay, Patriot Payroll, QuickBooks Payroll
GustoHeld
Two alternativesOnPay, QuickBooks Payroll
Gusto
Seven alternativesADP RUN, OnPay, Patriot Payroll, Paychex Flex, QuickBooks Payroll, Rippling, Square Payroll
Patriot Payroll
Three alternativesOnPay, Payroll4Free, QuickBooks Payroll
no first choiceagainst: ADP, Paychex Flex, Paycom, Paycor, QuickBooks Payroll, SurePayroll
Llama 4 MaverickGusto
Three alternativesOnPay, Patriot Payroll, QuickBooks Payroll
no first choiceChangedGusto
Nine alternativesADP RUN, HiBob, Justworks, OnPay, Patriot Payroll, Paylocity, QuickBooks Payroll, Remote, Rippling
Patriot Payroll
Three alternativesOnPay, QuickBooks Payroll, Rippling
no first choiceagainst: ADP, Namely, Paychex Flex, QuickBooks Payroll, Rippling, Wave Payroll
Qwen 3.7 FlashGusto
Four alternativesDeel, QuickBooks Payroll, Remote, Rippling
GustoHeld
Two alternativesADP RUN, QuickBooks Payroll
Gusto
Four alternativesDeel, QuickBooks Payroll, Rippling, Square Payroll
Patriot Payroll
Three alternativesHomebase, OnPay, SurePayroll
against: Gusto
no first choiceagainst: ADP, Dayforce, Excel/Sheets, Gusto, Paychex Flex, QuickBooks Payroll
Kimi K2Gusto, OnPay
Two alternativesPatriot Payroll, QuickBooks Payroll
GustoChanged
Two alternativesADP RUN, Paychex Flex
Gusto, OnPay
Four alternativesADP RUN, Patriot Payroll, QuickBooks Workforce, Square Payroll
Patriot Payroll
Two alternativesOnPay, Square Payroll
no first choiceagainst: ADP, Paychex Flex, Paycom, QuickBooks Payroll
GLM 4.7 FlashXBrightPay, Rippling
Three alternativesGusto, Moneysoft PM100, Staffology
GustoChanged
Five alternativesADP, OnPay, Patriot Payroll, Square Payroll, Wave Payroll
Gusto
Eight alternativesADP RUN, Homebase, OnPay, Patriot Payroll, QuickBooks Workforce, Rippling, Square Payroll, SurePayroll
Patriot Payroll, Payroll4Free
Two alternativesGusto, OnPay
against: QuickBooks Payroll
no first choiceagainst: ADP, Justworks, Paychex Flex, QuickBooks Payroll
MiniMax M2.5Gusto
One alternativeOnPay
GustoHeld
Four alternativesADP, Paychex Flex, QuickBooks Payroll, Rippling
Gusto
Four alternativesADP RUN, OnPay, Patriot Payroll, QuickBooks Payroll
Patriot Payroll
Three alternativesGusto, SurePayroll, TimeTrex
no first choiceagainst: Complete Payroll Solutions, Justworks, Paychex Flex, Paycor, Paylocity
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 18:21no04 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 19:53yes66 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-17 18:50yes918 s
Direct recommendationPerplexity Sonarsonar2026-09-17 18:29yes197 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 20:10yes148 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-17 20:22yes54 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 21:23yes89 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 19:24yes53 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 19:18no028 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-17 18:43yes1021 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 18:53yes2267 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 21:22yes516 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 19:52yes1710 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 18:24yes34 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-17 22:07yes553 s
ParaphrasePerplexity Sonarsonar2026-09-17 18:13yes205 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 18:54yes2212 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-17 18:49yes107 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 21:20yes911 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 21:13yes53 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 19:18yes527 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-17 18:46yes1018 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 18:56yes919 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 18:27yes521 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 18:20yes1511 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 19:51yes39 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-17 22:06yes2572 s
ComparativePerplexity Sonarsonar2026-09-17 21:33yes2012 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 18:17yes2111 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-17 19:05yes1010 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 19:19yes2329 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 18:25yes53 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 18:47no026 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-17 19:36yes1024 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 21:06yes1660 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 20:12yes2542 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 17:58yes99 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 20:43yes34 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-17 21:55yes1739 s
Budget constrainedPerplexity Sonarsonar2026-09-17 21:30yes205 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 21:32yes127 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-17 21:25yes54 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 19:04yes811 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 19:32yes52 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 19:26yes1543 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-17 18:21yes1022 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 20:51yes1938 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 20:59yes59 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 18:43no07 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 18:37no09 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-17 18:04no013 s
Scale constrainedPerplexity Sonarsonar2026-09-17 18:30yes2012 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 19:29yes129 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-17 19:51no06 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-17 19:00yes949 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 21:45yes53 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 18:56no027 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-17 20:34yes1021 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 20:58yes978 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 21:35no09 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 21:01yes1813 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 20:31yes44 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-17 21:54yes1644 s
Negative framingPerplexity Sonarsonar2026-09-17 21:37yes206 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 19:44yes4217 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-17 18:32yes1515 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 19:05yes2941 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 20:46yes54 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 21:09yes1531 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-17 18:37yes3041 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 21:45yes2379 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 19:37yes1028 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

ShowHide
Category-scoped readings
Ceridian read as Dayforce
Patriot read as Patriot Payroll
Patriot Software read as Patriot Payroll
Paychex read as Paychex Flex
Paychex (specifically Paychex Flex) read as Paychex Flex
QuickBooks read as QuickBooks Payroll
QuickBooks Online Payroll read as QuickBooks Payroll
RUN Powered by ADP read as ADP RUN
Wave read as Wave Payroll
Unresolved, counted raw
Moneysoft PM100
Staffology
Discontinued, still offered
No shut-down product was recommended here.
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