November 2026 Edition · The permanent record of this edition. The unqualified address always carries the latest edition.
Index › HR › Core HR and payroll › PEOs › Small business · November 2026 Edition

PEO providers for small business buyers

Asked as “PEO”, and as “professional employer organization”, on behalf of a small B2B company. 45 first choices recorded across the direct, paraphrase, budget and scale prompts, fourteen models each. Added to the November 2026 Edition.
Standing · first-choice share
76%
Clear leader
76Justworks09Rippling07ADP TotalSource09others

76% of first choices, clear leader.

Since October 2026▲+6Since October 2026: 70% → 76%, +6 points. Inside the 13-point floor: within noise.Justworks held the lead, +6 points on 70%, inside the 13-point floor.

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 fourteen models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince October 2026
01Justworks76%2%58endorsed leader▲+6Since October 2026: 70% → 76%, +6 points. Inside the 13-point floor: within noise.70% → 76%
02Rippling9%2%44accepted challenger▲+3Since October 2026: 6% → 9%, +3 points. Inside the 13-point floor: within noise.6% → 9%
03TriNet7%16%56accepted challenger▼−2Since October 2026: 9% → 7%, −2 points. Inside the 13-point floor: within noise.9% → 7%
04ADP TotalSource7%16%51accepted challenger▲+5Since October 2026: 2% → 7%, +5 points. Inside the 13-point floor: within noise.2% → 7%
05Insperity2%22%36accepted challenger=heldSince October 2026: 2% → 2%, ±0 points. Inside the 13-point floor: within noise.2% → 2%
Show the two products at 0%, ordered by negative rate
06Paychex PEO0%13%38accepted challenger▼−6Since October 2026: 6% → 0%, −6 points. Inside the 13-point floor: within noise.6% → 0%
07Deel PEO0%8%26accepted challenger▼−2Since October 2026: 2% → 0%, −2 points. Inside the 13-point floor: within noise.2% → 0%

The floor is 13 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one can't be told apart from repeat variation, and both are shown. Each index measures its own floor from its own repeat, over its own categories, so the floor differs from one index to the next. Both editions asked the same fourteen models. How the floor is measured

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 fifteen head-to-head pages: the top six products, each against each

One product takes 76% of first choices here, so the chart would put six markers in one corner and one at the far edge. The two measurements it plots are columns in the standing above: share, and the negative label rate. Zero products carry a negative rate above 25% in this category.

What they warned about

Seven of fourteen models held their first choice under the paraphrase. GPT-5.4 mini, Grok 4.20, Mistral Small, Llama 4 Maverick, Qwen 3.7 Flash, MiniMax M2.5 and Muse Glimmer 30B 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.
ADP TotalSource
16%
8 of 51 labels negative · 7 of 14 models
“Another big-name PEO, ADP, was the subject of a serious data breach. While this security breach was completely preventable” Claude Haiku 4.5, negative prompt
TriNet
16%
9 of 56 labels negative · 6 of 14 models · 1 hard negative
“Avoid higher-end ones like Insperity or TriNet if budget is tight” Grok 4.20, budget prompt
Insperity
22%
8 of 36 labels negative · 5 of 14 models · 1 hard negative
“Avoid higher-end ones like Insperity or TriNet if budget is tight” Grok 4.20, budget prompt
Paychex PEO
13%
5 of 38 labels negative · 4 of 14 models · 1 hard negative
“Some of the PEOs to avoid include: 1. Paychex - known for poor communication and high fees.” Llama 4 Maverick, negative prompt

What they cite

Fourteen of the fourteen models returned a source list in this edition: five return the pages they cited and nine the search results they consulted.

Sites the answers cite

75 of 84 answers in this category came back with a source list, from 14 of 14 models: citations where the model returns them, or the search results it consulted. 744 links across 165 sites, every framing counted. Ranked by the number of answers carrying the site or page. 2 of the 252 answers across every segment cited this index's own page for the category; the method page measures whether that reading tilts an answer.

36 answers · 36 citations · 12 models
23 answers · 29 citations · 11 models
22 answers · 26 citations · 8 models
21 answers · 26 citations · 10 models
21 answers · 21 citations · 9 models
vendor site · G218 answers · 21 citations · 9 models
18 answers · 19 citations · 11 models
vendor site · Lead Change Group17 answers · 27 citations · 9 models
16 answers · 16 citations · 9 models
15 answers · 18 citations · 10 models
vendor site · Rework14 answers · 18 citations · 10 models
vendor site · ADP12 answers · 18 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 peo”, “peo”, “peos”. 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
Justworks justworks.com76%27960,500452236,868$2,424120
Rippling rippling.com9%1438301,00017,886712,399$42,013115
TriNet trinet.com7%25074,000909232,419$53330
ADP parent site
ADP TotalSource 7%
7%1762,740,00023,897
Insperity insperity.com2%12490,5001,172134,574$17,835120
Paychex paychex.com
Paychex PEO 0%
0%92550,0004,7772,394,396 company68
Deel deel.com
Deel PEO 0%
0%4940,5001,210307,175 company$330,6081185
CoAdvantage0%27,100223
Gusto gusto.com0%742673,00010,5601,629,483118
Remote remote.com0%249110,000426,655766,598$15,85888

Google's top ten for the three searches hold 21 sites; 1 of them are among the sites the models cited here (adp.com). The first result for “best peo” is trustradius.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 PEO for a small B2B company?”Paraphrase“Which professional employer organization would you recommend to a small business that sells to other businesses?”Comparative“What are the top PEOs for a small team and how do they differ?”Budget-constrained“What is the best PEO for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a PEO. What should we look at?”Negative“Which PEOs should a small business avoid or be cautious about?”
Claude Haiku 4.5no first choiceno first choiceHeldJustworks
Five alternativesCoAdvantage, Deel PEO, Insperity, Rippling, TriNet
Justworks
Three alternativesAmplify PEO, Bambee PEO, Oasis
no first choiceagainst: ADP TotalSource
GPT-5.4 miniJustworks
Five alternativesADP TotalSource, Deel PEO, Paychex PEO, Remote, TriNet
Insperity, TriNetChanged
One alternativePEO.com
Justworks
Five alternativesADP TotalSource, Deel PEO, Insperity, Rippling, TriNet
Justworksagainst: ADP TotalSource, Paychex PEO, TriNetno first choicenothing named
Gemini 3.5 FlashRippling
Four alternativesADP TotalSource, Insperity, Justworks, TriNet
RipplingHeld
Four alternativesADP TotalSource, Insperity, Justworks, TriNet
Justworks
Four alternativesADP TotalSource, Insperity, Rippling, TriNet
Justworks
Four alternativesDeel PEO, Gusto, Remote PEO, Rippling
no first choicenothing named
Perplexity SonarJustworks
Three alternativesADP TotalSource, Rippling, TriNet
against: Insperity
JustworksHeld
Three alternativesADP TotalSource, Insperity, TriNet
Justworks
Seven alternativesADP TotalSource, CoAdvantage, Deel PEO, Insperity, Paychex PEO, Rippling, TriNet
Justworks
Two alternativesPaychex PEO, TriNet
against: Rippling
no first choicenothing named
Grok 4.20Justworks, Rippling
One alternativePaychex PEO
against: ADP TotalSource, Insperity, TriNet
JustworksChanged
Three alternativesADP TotalSource, Rippling, TriNet
Justworks
Four alternativesADP TotalSource, Paychex PEO, Rippling, TriNet
against: Insperity
Justworks
Four alternativesADP TotalSource, CoAdvantage, Paychex PEO, Rippling
against: Deel PEO, Insperity, TriNet
no first choicenothing named
Mistral SmallJustworks
Three alternativesDeel PEO, Multiplier, Rippling
Justworks, TriNetChanged
Three alternativesADP TotalSource, Paychex PEO, Rippling
Justworks
Six alternativesADP TotalSource, Insperity, Papaya Global, Paychex PEO, Rippling, TriNet
Justworks
Two alternativesADP TotalSource, TriNet
no first choicenothing named
DeepSeek V4 FlashJustworks
Four alternativesADP TotalSource, Paychex PEO, Rippling, TriNet
JustworksHeld
One alternativeInsperity
against: ADP TotalSource, TriNet
Justworks
Five alternativesADP TotalSource, Deel PEO, Paychex PEO, Rippling, TriNet
against: Insperity
Justworks
One alternativeGusto
against: ADP TotalSource, Paychex PEO
no first choiceagainst: Justworks, TriNet
Llama 4 Maverickno first choiceADP TotalSourceChanged
Three alternativesJustworks, Paychex PEO, TriNet
no first choiceJustworks
Three alternativesCoAdvantage, Deel PEO, Rippling
no first choiceagainst: Paychex PEO
Qwen 3.7 FlashJustworks, Rippling
Four alternativesDeel PEO, Insperity, Remote, TriNet
TriNetChanged
Four alternativesCaygen, Justworks, Rippling, Thriple
Justworks
Three alternativesPaychex PEO, Rippling, TriNet
Justworks
Two alternativesInsperity, Paychex PEO
no first choiceagainst: Payroll.com, TriNet
Kimi K2Justworks
Three alternativesADP TotalSource, Rippling, TriNet
JustworksHeld
Four alternativesADP TotalSource, Paychex PEO, Rippling, TriNet
Justworks
Five alternativesDeel PEO, Insperity, Paychex PEO, Rippling, TriNet
Justworks
One alternativeBambee
against: ADP TotalSource
no first choicenothing named
GLM 4.7 FlashXJustworks
Four alternativesADP TotalSource, Paychex PEO, Rippling, TriNet
JustworksHeld
Three alternativesADP TotalSource, Paychex PEO, Rippling
Justworks
Six alternativesADP TotalSource, Deel PEO, Insperity, Paychex PEO, Rippling, TriNet
Justworks
Three alternativesAmplify, Paychex PEO, Rippling
against: Deel PEO
no first choiceagainst: Employee Alternatives, LLC, Oklahoma “employee-leasing” businesses, San Antonio, Texas-based PEO
MiniMax M2.5ADP TotalSource, Justworks
Four alternativesGusto, Insperity, Paychex PEO, Rippling
JustworksChanged
Four alternativesADP TotalSource, Paychex PEO, Rippling, TriNet
Justworks
Five alternativesADP TotalSource, Insperity, Paychex PEO, Rippling, TriNet
Justworks
Four alternativesADP TotalSource, Gusto, Rippling, TriNet
no first choicenothing named
GPT-6 LunaJustworks
Two alternativesRippling, TriNet
JustworksHeld
One alternativeRippling
Justworks
Five alternativesADP TotalSource, Insperity, Paychex PEO, Rippling, TriNet
Justworksno first choiceagainst: ADP TotalSource, Insperity, TriNet
Muse Glimmer 30BJustworks
Five alternativesADP TotalSource, Insperity, Paychex PEO, Rippling, TriNet
ADP TotalSource, JustworksChanged
Three alternativesInsperity, Rippling, TriNet
Justworks
Three alternativesADP TotalSource, Insperity, TriNet
Justworks
One alternativeCoAdvantage
against: ADP TotalSource, Insperity, Paychex PEO, TriNet
no first choiceagainst: Deel US PEO, Insperity, Paychex PEO, Prestige PEO, TriNet
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.
Eighty-four rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-11-01 11:58no04 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-11-01 12:32yes35 s
Direct recommendationGemini 3.5 Flashgemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version)2026-11-01 12:08no012 s
Direct recommendationPerplexity Sonarsonar2026-11-01 12:38yes104 s
Direct recommendationGrok 4.20spacexai/grok-4.20-non-reasoning via xai2026-11-01 13:29yes532 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-11-01 11:51yes55 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-11-01 08:39yes2320 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-11-01 11:03yes52 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-11-01 09:58yes1020 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-11-01 11:08yes919 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-11-01 09:51yes1451 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-11-01 10:41yes525 s
Direct recommendationGPT-6 Lunagpt-6-luna2026-11-01 09:02yes512 s
Direct recommendationMuse Glimmer 30Bmeta/muse-glimmer-30b via togetherai2026-11-01 10:25yes1218 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-11-01 12:31no05 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-11-01 11:55yes35 s
ParaphraseGemini 3.5 Flashgemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version)2026-11-01 10:05yes1023 s
ParaphrasePerplexity Sonarsonar2026-11-01 11:22yes103 s
ParaphraseGrok 4.20spacexai/grok-4.20-non-reasoning via xai2026-11-01 13:19yes736 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-11-01 11:17yes55 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-11-01 08:46yes2328 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-11-01 10:01yes53 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-11-01 11:01no025 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-11-01 09:44yes1950 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-11-01 11:25yes1769 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-11-01 11:05yes1161 s
ParaphraseGPT-6 Lunagpt-6-luna2026-11-01 08:38yes213 s
ParaphraseMuse Glimmer 30Bmeta/muse-glimmer-30b via togetherai2026-11-01 10:38yes1522 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-11-01 12:52yes98 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-11-01 10:25yes1012 s
ComparativeGemini 3.5 Flashgemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version)2026-11-01 08:40yes1024 s
ComparativePerplexity Sonarsonar2026-11-01 12:17yes106 s
ComparativeGrok 4.20spacexai/grok-4.20-non-reasoning via xai2026-11-01 13:04yes542 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-11-01 08:48yes56 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-11-01 10:19yes2125 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-11-01 12:24yes52 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-11-01 11:04yes527 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-11-01 11:23yes922 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-11-01 09:20yes864 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-11-01 11:30yes1036 s
ComparativeGPT-6 Lunagpt-6-luna2026-11-01 12:53yes722 s
ComparativeMuse Glimmer 30Bmeta/muse-glimmer-30b via togetherai2026-11-01 12:53yes2236 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-11-01 08:52yes159 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-11-01 12:50yes24 s
Budget constrainedGemini 3.5 Flashgemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version)2026-11-01 11:09yes617 s
Budget constrainedPerplexity Sonarsonar2026-11-01 08:39yes104 s
Budget constrainedGrok 4.20spacexai/grok-4.20-non-reasoning via xai2026-11-01 13:05yes1033 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-11-01 11:34yes56 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-11-01 11:13yes2226 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-11-01 11:33yes52 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-11-01 10:25yes529 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-11-01 10:18yes1556 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-11-01 09:36yes1195 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-11-01 09:32yes574 s
Budget constrainedGPT-6 Lunagpt-6-luna2026-11-01 10:23yes213 s
Budget constrainedMuse Glimmer 30Bmeta/muse-glimmer-30b via togetherai2026-11-01 11:10yes2321 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-11-01 11:25no09 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-11-01 12:07no07 s
Scale constrainedGemini 3.5 Flashgemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version)2026-11-01 11:46no019 s
Scale constrainedPerplexity Sonarsonar2026-11-01 12:30yes107 s
Scale constrainedGrok 4.20spacexai/grok-4.20-non-reasoning via xai2026-11-01 13:28yes565 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-11-01 11:38no07 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-11-01 09:05yes1930 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-11-01 11:16yes53 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-11-01 10:57yes527 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-11-01 10:03yes943 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-11-01 11:44yes15129 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-11-01 08:53yes1047 s
Scale constrainedGPT-6 Lunagpt-6-luna2026-11-01 09:41yes419 s
Scale constrainedMuse Glimmer 30Bmeta/muse-glimmer-30b via togetherai2026-11-01 12:38yes1427 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-11-01 08:51yes188 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-11-01 11:13yes45 s
Negative framingGemini 3.5 Flashgemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version)2026-11-01 09:23yes615 s
Negative framingPerplexity Sonarsonar2026-11-01 08:52yes104 s
Negative framingGrok 4.20spacexai/grok-4.20-non-reasoning via xai2026-11-01 13:23yes530 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-11-01 09:42yes56 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-11-01 08:50yes2341 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-11-01 12:58yes53 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-11-01 09:42no032 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-11-01 08:42yes1544 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-11-01 12:21yes2232 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-11-01 12:29yes552 s
Negative framingGPT-6 Lunagpt-6-luna2026-11-01 11:36yes319 s
Negative framingMuse Glimmer 30Bmeta/muse-glimmer-30b via togetherai2026-11-01 12:15yes2227 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
ADP read as ADP TotalSource
Deel read as Deel PEO
Paychex read as Paychex PEO
Unresolved, counted raw
Bambee PEO
Caygen
Deel US PEO
Employee Alternatives, LLC (North Carolina)
Insperity PEO Services
NetPEO
Oklahoma “employee-leasing” businesses
Optic
PEO.com
Papaya Global PEO
Payroll.com
Prestige PEO
Rippling PEO Services
San Antonio, Texas-based PEO (multiple entities)
Thriple
TriNet PEO Services
Discontinued, still offered
No shut-down product was recommended here.
← Payroll softwareTime and attendance →