Today, Gusto is introducing a new suite of AI agents designed to help accounting firms.
Accounting firms are great at what they do. Serving clients, navigating compliance, staying on top of an increasingly complex regulatory landscape — that work never stops. But developing their practice — finding new clients, deepening existing relationships, evolving toward higher-value advisory services — is where firms tell us they need the most support.
Gusto is introducing a new suite of AI agents designed to help accounting firms with exactly that problem. These agents are built to help accountants develop and evolve their business, not just run it. 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.
For years, Gusto has been a platform accounting firms rely on — but being a true partner to the accounting profession means more than payroll and HR infrastructure. It means investing in the full evolution of how firms work and grow.
These agents were built with accounting firms, not just for them. Firms have been part of the development and testing process from the beginning, and their feedback has directly shaped what we're launching today. That partnership continues: firms that join Early Access now will have a direct line to influence what we build next.
As the profession moves toward advisory — where firms do more strategic, high-value work for their clients — the tools to support that transition matter. These agents (and our ever evolving program) are designed to accelerate it.
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.
● Website Audit Agent: Your website is often the first thing a potential client sees. The Website Audit Agent analyzes your site using SEO, generative engine optimization (GEO), and demand generation best practices, benchmarks it against competitors you identify, and delivers personalized, actionable recommendations. The goal: make your firm easier to find and more compelling to the clients you want.
● Prospecting Agent: The Prospecting Agent analyzes your website and existing client base to define your ideal client profile, then searches your market for small businesses that fit — and delivers a targeted list with verified contact information. No hours of manual research. A real, curated list of potential clients who look like the ones you already love working with.
● Sales Outreach Agent: Once you have a prospect list, the Outreach Agent drafts personalized email cadences for each prospect, routes them to you for review and approval, and then — once you've signed off — sends, tracks, and follows up. You stay in control of every message. The agent handles the rest.
● Advisory Positioning Audit: Most firms don't realize how they're perceived before a prospect ever reaches out. The Advisory Positioning Audit analyzes your online presence and benchmarks it against local competitors to show exactly where you sit on the compliance-to-advisory spectrum — and what it'll take to move up. The goal: stop guessing and start owning your positioning.
● Expansion Pitch Agent: Knowing which clients to approach is one thing. Having a professional, personalized case ready when you walk into that conversation is another. 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. Walk into every client conversation prepared.
● Pricing and Margin Target Agent: Before you pitch a new service, you need to know what to charge and what you'll make. The Pricing and Margin Target Agent models your costs, sets pricing, and forecasts margins on expanded services — giving you the financial clarity to grow profitably. Know your numbers before you ever open the conversation.
“Prospect research used to swallow my whole week. Find the company, hunt down the decision-maker, dig for a verified email, read up on recent news, write the outreach from scratch — an hour gone before I sent a single email. My agent runs all of that now. It finds the right accounts, pulls contact info, layers in company news, and drafts outreach that already sounds personal. What took an hour takes a few minutes.
The email drafts were the moment I actually trusted it. I went in expecting to rewrite every one. Instead they came back sharp and specific, barely needing a touch. When the work is ready to send instead of ready to fix, you stop hovering.
That time goes straight back to my clients — cash flow strategy, margin recovery, the advisory work that actually moves their numbers. The agent handles the repetitive front end of BD so I can spend my hours on judgment and relationships. It didn't take work off the table. It gave me my best hours back." - Patrice Malloy | Washington, D.C. | Founder, Unapologetic Affluence
All six firm growth and firm advisory 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 we build next.
This is part of a broader investment in our Accountant Partner Program. As the profession navigates its shift toward higher-value advisory work, Gusto's goal is to be the partner that makes that transition easier: with the tools, support, and program benefits that help firms actually grow and thrive.
Disclosures:
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