Payroll, benefits, and HR solutions provider Gusto on Sept. 16 announced two new products for accountants, as well as the results of a new survey of small business owners on how accountants can accelerate their business’ growth.
Payroll Hub in Gusto Pro is a centralized, customizable dashboard that unifies payroll management across multiple clients. With 72% of accounting firms still juggling payroll through spreadsheets, calendars, and email, Payroll Hub streamlines workflows, surfaces real-time alerts, and frees firms from time-consuming, low-billable tasks.
“Tracking payroll deadlines across clients can feel fragmented and time-consuming. Missed runs can mean compliance issues, unhappy clients, and more work,” Gusto said. “With Payroll Hub, all your upcoming client payrolls appear on a single dashboard you can customize. While we highlight the most urgent payrolls, you can filter the list to show only the payroll clients you focus on, or show payrolls that are blocked or overdue. However you choose to organize your clients, we make it easy to launch directly into their payroll page with one click, so you can do the work you need to do.”
With the new Benefits Advisor, accountants can now proactively guide clients on offering health insurance with data-backed affordability insights and peer benchmarks. For the first time, accountants can see which clients are primed for benefits, explore cost ranges, and connect directly with Gusto benefits advisors—all without being licensed brokers.
“Accountants are wearing more hats than ever—and clients are taking notice. Small businesses still rely on their accountants for essential services like bookkeeping, tax preparation, and running payroll. But increasingly, they’re also turning to their accountants for strategic guidance on how to run their business, grow their team, and take care of their people,” Gusto said. “To help you deliver on that expectation, we’re introducing a new tool in Gusto Pro that makes it easier to kick off benefits conversations with your clients—starting with health insurance. With data-driven triggers and affordability insights, you can proactively support clients with guidance they’ll value and remember.”
Gusto also released data from a new survey, Beyond the Books: How Accountants Can Help Accelerate Small Business Growth. The San Francisco-based company surveyed 1,248 small and medium-sized business leaders nationwide. Findings reveal:
- Only one in four small businesses currently receive guidance on health insurance from their accountant, but 60% said that guidance directly influenced their decision, rising to nearly 85% among the newest businesses.
- Demand is surging: willingness to pay for HR and workforce strategy, including benefits guidance, has jumped nearly 50% since 2021.
“Small businesses are asking for more—and accountants who respond can deepen trust, strengthen client outcomes, and grow their own practices,” Gusto said.
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Tags: accountants, Accounting, Advisory, Gusto, Human Resources, Payroll, Technology
