Payroll and HR software platform Gusto was created when its co-founders struggled with the archaic administrative methods and wanted to ease these burdens for others.

“I had created the payroll. I had created the benefits. I had experienced some of the pain and frustration,” says CEO Josh Reeves. This sensitivity to small business conflicts allowed Reeves to connect with his clients and develop his own business goals.

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Reeves founded Gusto as a comprehensive platform that simplifies critical business processes, allowing owners to focus more on their passion and less on Briefs. With its user-centered design and dedication to service, Gusto guides small businesses in navigating the complexities of operations such as payroll, benefits, and human resource management.

Reeves wanted to provide tools for entrepreneurs who don't have access to the same resources as large corporations. “For these smaller businesses, yes, there is less revenue per customer,” he says. “But there was a great need for someone to prioritize it.”

Reeves and his team have used technology through modern tools such as cloud computing and mobile access to transform traditional business operations into streamlined processes that are convenient and efficient for users.

“We knew payroll was going to be the starting place,” Reeves explains. “It's the least optional part of the bunch. If you don't pay someone, they'll leave pretty quickly.”

From there, the company added other tools, including benefits management, time tracking and compliance.

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Gusto's automation of complex processes allows owners to handle operations from anywhere. This reduces the time spent on manual tasks and minimizes the possibility of errors, further increasing efficiency.

At the heart of these innovations is Gusto's commitment to understand and meet the needs of small businesses. “There's a very important feedback, whether it's spoken directly, emailed, on the phone, in chat – or unspoken!” says Reeves.

Gusto's impact on the small business community extends beyond simplifying payroll and HR tasks. The company offers other ideas for small business owners, such as offering competitive benefits and creating a supportive workplace culture, elements that may be less of a priority when you first start a venture.

“We started out just doing payroll,” says Reeves. “We expanded into health benefits. There are a lot of different pretax dollars that companies can access that a small business isn't aware of, but we can make it more accessible.”

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In addition, Gusto relies on these principles for success:

• Manage complex processes. Transform complex and demanding operations into user-friendly systems to free up business owners' time and allow them to focus more on core business activities instead of administrative tasks.
• The lever customer knowledge for continuous improvement. Regularly collect and analyze customer feedback to improve services and products, ensuring they meet evolving market needs effectively.
• Provide access to comprehensive benefits. Enable businesses of all sizes to deliver competitive advantages traditionally reserved for larger corporations, helping to attract and retain skilled employees and level the playing field in the industry.
• Incorporate the latest technology. Leverage technological advances to increase service delivery and operational efficiency, ensuring businesses can manage their operations with greater ease and accuracy.

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Editorial contributions by Charlotte Che. Yelp and Entrepreneur were not compensated for this article.