Gusto's latest updates to its Pro platform and Partner Program aim to elevate accounting firms' advisory capabilities using AI, facilitating growth and efficiency.
Gusto, a company specializing in payroll, benefits, and HR solutions, has unveiled significant updates aimed at improving the efficiency of accounting firms. The enhancements, announced during Gusto Next — the company's conference for accounting partners — include a redesigned Gusto Pro, the introduction of a multi-client Model Context Protocol (MCP), and an upgraded Gusto Partner Program. These changes are specifically designed to help accountants transition from transactional services to more valuable advisory roles for their small business clients.
Redesign of Gusto Pro
The revamped Gusto Pro platform provides accountants with a centralized dashboard to streamline payroll, benefits, and advisory services. Key features include:
- AI-assisted workflows: These workflows automate foundational payroll tasks, such as extracting hours from emails and generating critical reports. By utilizing AI, firms can reduce the time spent on manual preparations while maintaining control through accountant approvals.
- Automated reporting: Gusto now learns from accountants' behavior to automatically generate reports, consolidating them into one accessible location for multiple clients.
- New Connectors: Linkages to tools such as Gmail and Outlook allow for easy drafting of hours and reimbursements, minimizing the need for manual data entry.
- Pro Gus: Gusto’s AI assistant offers expedited responses to client inquiries and facilitates multi-client visibility across an accountant's portfolio.
The updated Gusto Pro is available for early access to select Gusto partners, with broader availability expected later this year.
What is Model Context Protocol (MCP)?
The newly launched multi-client Model Context Protocol (MCP) enhances Gusto's service by allowing accountants to engage with multiple clients simultaneously via AI tools. This improvement eliminates the need to switch between individual client sessions. Accountants can connect Gusto once, select the relevant clients, and utilize Gusto’s tools across all of them from a single conversation.
Bridgette Haymaker, Gusto's General Manager and VP of Product Management, emphasizes, “Accountants can prep payroll changes, generate necessary reports, and even set up recurring tasks that run in the background for efficiency." For example, an accountant could establish a weekly routine that reviews client emails for payroll hours and preps each client's payroll automatically, while ensuring oversight with necessary approvals.
This multi-client MCP is currently available to all accountant firms, with additional capabilities expected in the coming months.
Expanding the Gusto Partner Program
In conjunction with the Gusto Pro updates, Gusto has also strengthened its Partner Program, which offers tiered support and revenue sharing for firms aiming to expand their practices. Notable improvements include:
- Marketing Development Funds (MDF) and Partner Marketing Hub: Gusto provides marketing resources to assist firms in acquiring new clients through various channels, including email campaigns and paid promotions, through pre-established funds dedicated to marketing initiatives.
- Partner Development Funds: Designed to fortify internal growth through consultations from Firm Business Consultants. These funds can finance AI implementation, pricing strategies, and overall operational enhancements.
- Exclusive network of Firm Business Consultants: A team of pre-vetted experts in the accounting field who offer targeted support on growth and operational strategies.
- AI Tools for Growth: Gusto has rolled out various AI agents, such as for website audits and advisory positioning, specifically aimed at enhancing business acquisition and increasing revenue streams.
As of mid-November, the Partner Program will also expand revenue sharing options beyond payroll to include 401(k) plans, offering newly joined firms complimentary access to a 401(k) plan for one year.
Strategic Focus on Partner Success
Bridgette Haymaker stated, “Through our updates to the Gusto Partner Program, we’re signaling our commitment to our partners’ growth. When our mutual small business customers win, our accountant partners also win, allowing for better margins and increased revenues.” This partnership-driven approach responds directly to the evolving needs of accountants who increasingly seek efficient, technology-driven solutions to enhance their advisory capabilities.
With these updates, Gusto aims not only to increase the efficiency of accounting practices but also to empower firms to focus on high-value services that can drive long-term success for their clients.
