Payroll, benefits, and HR solutions company Gusto on Tuesday launched six AI agents built specifically for accounting professionals who want to grow their client base, deepen advisory revenue, and scale without adding headcount.
“These agents are built to help accountants develop and evolve their business, not just run it,” Colleen Oates, head of indirect go-to-market at Gusto, wrote in a blog post on June 16. “They’re organized around the areas where firms have told us they need the most support: doing more for the clients they already have, finding the right new ones, and making the shift toward advisory work.”
The six agents work together across the full growth lifecycle—from getting found by the right clients, to winning them, to deepening relationships and evolving the services you offer.
“Think of them as a group of talented teammates focused on helping you develop your practice across sales and marketing—customized to what your firm specializes in and how you are hoping to grow,” Oates wrote.
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The six agents are:
- Website Audit Agent: The Website Audit Agent analyzes a firm’s site using SEO, generative engine optimization, and demand generation best practices, benchmarks it against competitors, and delivers personalized, actionable recommendations.
- Prospecting Agent: The Prospecting Agent analyzes a firm’s website and existing client base to define their ideal client profile, then searches their market for small businesses that fit and delivers a targeted list with verified contact information.
- Sales Outreach Agent: Once a firm has a prospect list, the Outreach Agent drafts personalized email cadences for each prospect, routes them for review and approval, and then, once approved, sends, tracks, and follows up.
- Advisory Positioning Audit: The Advisory Positioning Audit analyzes a firm’s online presence and benchmarks it against local competitors to show exactly where they sit on the compliance-to-advisory spectrum and what it’ll take to move up.
- Expansion Pitch Agent: The Expansion Pitch Agent generates tailored scripts and co-branded materials to pitch new services to existing clients, personalized to each client’s specific situation.
- Pricing and Margin Target Agent: The Pricing and Margin Target Agent models a firm’s costs, sets pricing, and forecasts margins on expanded services, giving them the financial clarity to grow profitably.
All six agents are available today as part of Gusto’s Early Access program. Firms that join now will get hands-on access to the full suite, and their feedback will directly shape what Gusto builds next, Oates says.
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