This document discusses Gusto, a software company that provides payroll, benefits, and HR services to small and medium-sized businesses. It notes that Gusto has over 60,000 customers, serving 1% of all US employers, and has a customer net promoter score of 70. The document also highlights that while the top 3 payroll brands serve 45% of the SMB category, 55% remains fragmented and underserved. It discusses how Gusto aims to empower employers and employees by making HR tools accessible through the cloud. The document also summarizes research finding that SMBs want to create great workplaces but need help doing so, and that they seek all-in-one solutions with built-in expertise rather than outsourcing individual

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2. Hi, we’re Gusto
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1 US Census Data
2 Public filings 3
Gusto today
Integrated software and service: payroll, benefits, HR
60k+ customers = 1% of all employers in US
70+ NPS
Companies with <100 employees
98% of firms and 33%of the workforce1
Top 3 payroll brands combined serve 45% of
category
55%is still fragmented, underserved, offline2
Gusto Customer
Farmgirl Flowers

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Gusto Customer
Bucket Feet
Gusto’s proposition
Work is fundamentally good and should empower a
better life for employers and employees
Cloud distribution enables access for previously
underserved markets
Enterprise HR targets professional buyers and users
Payroll is the best system of record as the core of all
people-related solutions at work

5. SMB customers don’t have
small or mid-sized expectations
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SMBs love their work
60%of SMBs would grow their business or keep doing what they’re doing, even if they won the lottery.
Gusto proprietary segmentation research, 2018

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But SMBs aren’t all in it for the same reasons.
A minority of SMBs prioritize business growth over everything else. Others are just as likely to wish for
personal advancement as non-work goals.
Gusto proprietary segmentation research, 2018

8. Gusto
Discovery Topline
8 | © 2018 Gusto + Sequitur | Confidential & Proprietary
Micah
Local Solar Power
If my business fails,
everything else is
moot.

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Creating a great place to work can lead to SMB success.
>50% of SMBs see great workplaces as critical to success & productivity . Another 33%see it as a
responsibility .
Gusto proprietary segmentation research, 2018

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SMBs care about creating a great place to work.
And they want to do more.
93%
spend at least some time
on creating a great place
to work for their team
70%
would like to spend more
time on creating a great
place to work. This increases
with company size.

11. Gusto
Discovery Topline
11 | © 2018 Gusto + Sequitur | Confidential & Proprietary
Tracy
My business
fails if my
people aren’t
happy.

12. Our customers’ high
expectations are specific
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Q: Does your company employ an HR professional in
house or full-time? (n = 2,001)
Q: Does your company pay for an outside HR advisor or
consultant? (n = 2,001)
More than half of businesses with <10 employees have HR folks.
And advisors and consultants are common.

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Q: When shopping for
payroll, benefits, or HR
tools, what do you
primarily shop for?
(n = 2,001)
Strong desire for all -in-one solutions.
But outsourcing is not desired by comparison.

15. Full-service = software + service,
with expertise built in
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16. Gusto
Discovery Topline
16 | © 2018 Gusto + Sequitur | Confidential & Proprietary
Kevin
Sophia’s Restaurant
I need partners
who know me.
I need people I
can trust.
Experts.Treat me
like I treat my
customers.

17. Gusto
Discovery Topline
17 | © 2018 Gusto + Sequitur | Confidential & Proprietary
Emily
Modern Macrame
I didn’t get into
this to be an HR
person. I could
literally lose
everything with
one lawsuit

18. I’m a survivor. How do I hold it all together?
By being an eternal optimist.
But the HR stuff is so painful!
I need a partner, not just another vendor.
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Easy Innovative Expert Compliant Affordable Honest Caring Optimistic Friendly Respons. Fun
Trusted
Partner
ADP 14% 1% 13% -1% -6% 3% -5% -2% -4% 0% -24% 12%
BambooHR 19% 0% 1% -3% -5% 3% -3% -3% 1% 1% -13% 2%
Gusto 19% 1% 6% -1% -1% -1% -8% -1% -1% -3% -12% 0%
Intuit 20% 4% 9% -4% -2% 1% -4% -3% -6% 0% -21% 4%
Namely 30% -2% -2% 2% -5% -3% -2% -7% -7% -2% -9% 6%
Paychex 15% 1% 9% -2% -2% -1% -7% -4% -1% 4% -17% 4%
Paycom 18% -2% 4% -4% 1% 2% -3% -6% 0% 1% -10% 0%
Paycor 14% -1% 1% -5% 3% 1% -1% 0% -2% 2% -11% 1%
Paylocity 19% 3% 3% -6% -1% -3% -3% 1% -4% -1% -11% 2%
PayNet 17% -2% 4% -4% -1% 1% 0% -2% -4% 0% -12% 4%
Square 19% 9% 2% -2% -6% 1% -4% -1% -3% 0% -15% 0%
TriNet 16% 1% -4% 2% 0% -1% 0% -4% -2% 3% -9% -3%
Workday 11% 1% 4% 4% -8% -3% -4% -2% 0% -3% -6% 6%
Zenefits 16% -2% 5% -5% -1% -3% 2% -5% -3% 1% -5% -2%
Clear expectations from any and all providers.
But not a lot of differentiation among them.

20. How do we reach these
customers?
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Meet them in the moments and mediums that matter
And each interaction must provide actual value and relieve specific pain
Don’t have an “influencer
strategy.” Support the
advisors who support our
customers.
Result: ⅓ of new revenue
for Gusto comes via
accountant relationships.
Don’t have an “SEO” or
“inbound strategy.”
Create content that helps
SMBs. Period.
Result: ⅔ of new direct
revenue is organic.
Don’t overthink your
segmentation or
customer journey. Listen,
discover, respond.
Result: CAC mo payback
well ahead of targets and
benchmarks.
Pillar 1 Pillar 2 Pillar 3

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Thank you
PS: we’re hiring!
Gusto Customer
Andy’s Autosport

23. Go #WithGusto