Asure Software

What Asure Software does

Asure Software is a publicly traded (NASDAQ: ASUR) cloud-based human capital management (HCM) software provider headquartered in Austin, Texas, serving primarily small and mid-sized businesses across the United States. The company's platform combines payroll, HR, tax filing, benefits administration, time and attendance, 401(k) retirement plans, recruiting, and an earned-wage-access pay product, with an enterprise payroll tax management engine serving over 2 million employees across more than 14,000 federal, state, and local tax jurisdictions at a 99%+ on-time filing rate. Asure reports more than 100,000 business customers on its website and a customer base spanning SMBs, enterprise payroll-tax clients using Workday, Oracle, and SAP integrations, and vertical-specific deployments including independent restaurants and mid-market fuel services.

The product architecture centers on Asure Central, a unified admin hub launched in late 2025 that consolidates single sign-on access to all Asure modules for administrators, managers, and employees, with Luna AI embedded as a conversational and autonomous agent that performs multi-step payroll and HR actions on live system data. Acquired capabilities include HireClick (AI-supported applicant tracking, August 2024), and the company has expanded into AsureWorks — a managed payroll and HR administration service in which Asure specialists operate the platform on behalf of clients without co-employment, positioning Asure as an alternative to a PEO structure. Asure holds SOC 1 Type II and SOC 2 Type II certifications, employs SHRM-certified HR professionals, and participates in the AWS Modership Lab for next-generation HCM AI development.

The business model is overwhelmingly subscription-based recurring revenue (payroll, HR, benefits, tax, 401(k), recruiting, AsurePay, and enterprise payroll tax infrastructure), with AsureWorks adding a managed-services layer and modest professional services. Go-to-market is multi-channel: direct sales via asuresoftware.com with "Get Pricing" and "Talk to an Expert" CTAs, an enterprise field-sales motion for payroll-tax infrastructure buyers, and an extensive partner program covering benefit brokers, CPAs, accountants, banks, HCM platforms, and HR tech service providers, supplemented by a 125+ integration marketplace and white-label offerings for HCM partners. Pricing is custom-quoted based on employee count and module selection across three primary tiers (Payroll, Payroll + HR + Time, and add-ons including 401(k)), with no published list rates, anchoring the model in the SMB segment where the diversified base of over 100,000 customers limits single-tenant revenue concentration while supporting land-and-expand economics evidenced by a 31.6% multi-product adoption rate and a 5-percentage-point year-over-year net revenue retention improvement.

Name

Asure Software

Legal name

Asure Software, Inc.

Website

https://asuresoftware.com

Company type

Public

Founded year

1985

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Asure Software is a publicly traded (NASDAQ: ASUR) cloud-based human capital management platform serving over 100,000 US small and mid-sized businesses with integrated payroll, HR, tax, benefits, time, recruiting, and an embedded AI assistant, supported by enterprise-scale payroll-tax infrastructure and an optional managed services delivery model.

Ownership category

akta.pro rank

Product category

Human Capital Management Software

NAICS

Payroll Services (541214), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Professional Employer Organizations (561330)

SIC

Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ)

akta.pro secondary industries

Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB), Core HR & HRIS (BPACAPAA), Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Administrative Services Only (ASO) for Employers (HLAEAAAD), HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL)

Keywords

• Human capital management software
• Payroll processing services
• HR compliance management
• Workforce management software
• Benefits administration platform

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription-based HCM Software (Payroll, HR, Benefits, Time, Recruiting): Asure generates recurring subscription revenue from SMBs and mid-market companies subscribing to its cloud-based HCM platform. Revenue grew 17% YoY to $140.5M in FY2025, with Q1 2026 revenue of $42.76M (up 22.7% YoY). The company offers a modular suite where customers can start with payroll and add HR, time, benefits, recruiting, and compliance capabilities. Multi-product adoption is expanding, with multi-product adoption climbing to 31.6% and net retention improving 5 percentage points YoY.
2. AsureWorks Managed Payroll & HR Services: Managed services revenue from AsureWorks, where Asure specialists handle payroll processing, tax filing, employee records, and workforce administration on behalf of clients. This adds a professional services layer to the software subscription, with the employer remaining the employer of record.
3. Benefits Administration (COBRA, FSA, HSA, ACA): Fees from administering employee benefits programs including COBRA notices, FSA/HSA plan administration, and ACA reporting, typically bundled with the payroll and HR platform.
4. AsurePay — Earned Wage Access & Pay Cards: Revenue from earned wage access (Lightning Pay) and full pay card solutions (Platinum VIP Banking) embedded within payroll, providing competitive pay flexibility to attract and retain hourly workers.
5. 401(k) Retirement Plan Administration: Fees for administering 401(k) retirement plans with payroll integration, plan setup/migration, ongoing monitoring, and required filings (Form 5500).
6. Enterprise Payroll Tax Management Infrastructure: Revenue from enterprise clients using Asure's bulk filing infrastructure for payroll tax management across federal, state, and local jurisdictions, serving clients with Workday, Oracle, SAP, and service bureau payroll systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Asure Software provides a cloud-based Human Capital Management (HCM) platform anchored on Asure Central, delivering integrated payroll, HR, benefits, time and attendance, recruiting, and payroll tax management for U.S. small and mid-sized businesses. The platform is offered via self-service, hybrid, or fully managed (AsureWorks) delivery models and includes an embedded AI assistant (Luna AI) that automates payroll/HR workflows and surfaces compliance exceptions. It also serves as an enterprise-scale payroll tax filing engine integrated with Workday, Oracle, and SAP.

Product overview

Asure Software offers a cloud-based Human Capital Management (HCM) software platform built around Asure Central as the unified interface layer, supplemented by a comprehensive suite of integrated modules and service models. The core platform is anchored by Payroll & HR and Payroll Tax Management, which serve as the foundational system of record for employee data and enterprise tax infrastructure. Add-on modules include Time & Attendance, Asure Recruiting (with AI-assisted job description generation), Benefits Administration, Health Benefits, 401(k) Plans, HR Experts, AsurePay (earned wage access and pay cards), Tax Portal, Treasury, and Employee Center. Luna AI is embedded across the platform as an AI assistant powering conversational interactions, automation, and exception detection. AsureWorks provides a managed services layer as an alternative delivery model. The architecture supports both self-service and fully managed approaches, serving small and mid-sized businesses while also supporting enterprise clients with Workday, Oracle, and SAP integrations.

Differentiator

Problem solved

Functional benefit

Brands

• AsureCentral: Unified client platform that serves as an admin hub for managing payroll, HR, and all Asure solutions from one login.
• Luna AI
• AsureWorks
• Asure Recruiting
• AsurePay
• AsureHCM for Partners

Products and services

• Payroll & HR
• Time & Attendance Time and workforce management software that automates time entry, PTO, and approvals with payroll-ready accuracy. Captures time via proximity badge, facial recognition, fingerprint biometric, touchscreen, mobile punch, and web punch, with automatic overtime identification and direct payroll sync.
• Asure Recruiting AI-assisted talent acquisition software that posts jobs to major job boards (Indeed, ZipRecruiter, LinkedIn, Glassdoor) automatically, manages applicants in a centralized system, generates AI-assisted job descriptions, and moves new hires directly into onboarding and payroll without re-entering data.
• Benefits Administration Benefits compliance and administration software handling COBRA, FSA, HSA, and ACA requirements. Delivers notices within required timelines, administers FSA and HSA plans per IRS rules, and maintains audit-ready documentation for every compliance action.
• Health Benefits Employer-sponsored group health plans with plan selection, enrollment, and ongoing administration. Offers Guaranteed Issue Plans and Level-Funded Plans with professional administration including COBRA, FSA, HSA & HRA handling and ACA reporting.
• 401(k) Plans Retirement plan administration integrated with payroll. Pre-integrated with payroll for accuracy and transparency, supports employee savings and owner participation, with ongoing monitoring, required filings (Form 5500), and expert guidance. Designed to meet state retirement plan mandates and supports SECURE Act 2.0 tax credits.
• HR Experts On-demand HR expertise with SHRM-certified professionals providing proactive compliance reviews, manager guidance, and scalable service tiers from foundational support to comprehensive HR services. Supports hiring, discipline, performance conversations, and compliance across the employee lifecycle.
• AsurePay Payroll-connected earned wage access and pay card solution offering Lightning Pay (earned wage access) and Platinum VIP Banking (full pay card with banking-style features). Eliminates paper checks, reduces payroll-related complaints, and integrates funding and reporting through payroll.
• Payroll Tax Management Enterprise payroll tax filing infrastructure managing federal, state, and local tax filings at scale. Serves 2M+ employees nationwide with bulk filing infrastructure, automated compliance tracking, and agency notice resolution across 14,000+ jurisdictions, including integrations with Workday, Oracle, SAP, and service-bureau payroll systems.
• Tax Portal Operational visibility portal for payroll tax filings, payment activity, and agency correspondence across all jurisdictions. Provides real-time filing and payment status, liability reconciliation, and audit-ready exports in Excel and PDF formats for payroll ops, tax reporting, finance, and treasury teams.
• Treasury Payroll tax funding and money movement infrastructure for complex tax operations. Coordinates payroll tax funding and payment activity across jurisdictions while maintaining clear records. Supports federal, state, and local coverage with 99%+ on-time filing rate.
• Asure Central Unified platform layer serving as the admin hub, providing single sign-on access to all Asure Payroll and HR solutions through one intuitive dashboard with personalized views for admins, managers, and employees.
• Luna AI Embedded AI assistant across Asure Central that helps employees, managers, and administrators get answers, complete tasks, and move payroll and HR forward faster. Flags exceptions, surfaces compliance gaps, automates routine work, and monitors payroll filings using real-time payroll and HR data.
• AsureWorks Done-for-you managed payroll and HR administration service where Asure specialists run payroll, handle tax filing, maintain employee records, and manage workforce administration. No co-employment; clients remain employer of record with full control over programs and partners.
• Employee Center Employee self-service portal providing employees direct access to pay, benefits, tax forms, PTO, and personal information. Empowers self-service to reduce routine HR questions and administrative workload for managers and HR teams.
• HireClick AI-supported applicant tracking system acquired by Asure in August 2024. Provides a comprehensive hiring solution for small and mid-sized businesses with an intuitive user interface, streamlining recruitment and integrating with Asure's cloud-based HCM platform.

Quantifiable outcome

• 99%+ on-time payroll tax filing rate across 14,000+ jurisdictions
• +6 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability8 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• FRPG Restaurant RewardscoreChannel Partner/ Reseller/ Distributor · 29 May 2026Expanded strategic partnership with FRPG Restaurant Rewards, one of the nation's largest Group Purchasing Organizations (GPO) serving independent restaurant operators. Through this agreement, FRPG's network of 3,000 members across 20 states gains preferred access to Asure's cloud-based HR, payroll, time and attendance, and workforce management solutions, plus dedicated implementation support. Positions Asure to capture share in the large and underserved independent restaurant segment.
• Juiced FuelminorChannel Partner/ Reseller/ Distributor · 24 March 2026Accelerated partnership with Juiced Fuel, a high-growth app-based fueling services company. Juiced Fuel uses Asure's cloud-based HCM software for HR, payroll, and compliance services. The collaboration emphasizes Asure's workforce management solutions to help Juiced Fuel scale operations while maintaining regulatory compliance. Deepened collaboration positioned as a strategic partnership enabling operational efficiency and scalable growth for mid-market organizations.
• Amazon Web Services (AWS)coreTechnology or Integration · 25 March 2025Strategic partnership with AWS to drive AI innovations within human capital management solutions. Asure was selected by AWS to participate in the elite AWS Modership Lab, working with AWS engineers on building next-generation HCM innovations including predictive HR analytics, intelligent workforce management, employee engagement platforms, and advanced automated compliance monitoring using AI and cloud technologies.
• HireClickcoreStrategic or Co-development Partner · 15 August 2024Acquisition of HireClick, a provider of an AI-supported applicant tracking system, completed on August 15, 2024. The acquisition enhances Asure's HCM suite with comprehensive AI-powered hiring tools that streamline the recruitment process for small and mid-sized businesses, expanding Asure's platform into the talent acquisition market.
• HireClick (Acquired)coreStrategic or Co-development Partner · 15 August 2024Asure acquired HireClick, a hiring solution that streamlines recruitment for small and mid-sized businesses, to expand its Human Capital Management suite. The solution enhances hiring workflows with AI support and an intuitive user interface, integrating into Asure's cloud-based platform.
• WorkdaycoreTechnology or IntegrationWorkday Certified Integration Partner and Workday Innovation Partner. Seamless bi-directional data flow between Workday's enterprise HCM platform and Asure's payroll tax management engine, enabling unified operations across payroll, tax compliance, and workforce management for enterprise clients.
• OraclecoreTechnology or IntegrationOracle partner providing integration between Asure's payroll tax management engine and Oracle's HCM and payroll cloud platforms, enabling enterprise clients to leverage Asure's specialized tax filing infrastructure alongside Oracle's HCM system.
• SAPcoreTechnology or IntegrationAsure joined the SAP PartnerEdge Open Ecosystem, enhancing Asure's existing suite of solutions and integrating with SAP SuccessFactors and SAP payroll. Enables enterprise clients using SAP to add Asure's specialized payroll tax management capabilities.
• Employee NavigatorcoreTechnology or IntegrationSeamless Employee Navigator integration with automatic bi-directional data sync between Asure and Employee Navigator. Automatic demographic updates, compensation modifications, and payroll/benefits deductions flow seamlessly between systems, eliminating manual data entry and reducing errors.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rippling: Rippling is a fast-growing SMB and mid-market HCM platform that unifies payroll, HR, IT, and finance. Its pace of innovation and unified-platform positioning closely mirror Asure Central's strategy, making it a strong direct competitor.
• Gusto: Gusto is a leading payroll, HR, and benefits platform for very small businesses and startups, with strong direct-to-SMB branding. It overlaps Asure's SMB payroll and benefits administration offering and represents direct competitive pressure at the low end of the market.
• Paycom: Paycom offers a single-database HCM suite for SMB and mid-market employers, with payroll, HR, talent, and time management on one platform — directly overlapping Asure Central's positioning. Comparable in scale and target customer.
• Trinet: TriNet is a PEO serving small and mid-sized businesses with HR, payroll, benefits, and compliance outsourcing. AsureWorks targets the same buyer need (outsourced HR/payroll) with a non-PEO structure, positioning them as direct alternatives.
• Paylocity: Paylocity is a closely comparable cloud-based HCM and payroll platform targeting mid-market and SMB employers with a similar product suite (payroll, HR, benefits, time, talent). It is one of the most direct competitors to Asure in the SMB HCM category.
• isolved: isolved is an HCM platform purpose-built for SMB and mid-market employers, with payroll, HR, benefits, and talent. Similar scale and customer profile to Asure, including reliance on partner/channel distribution that mirrors Asure's broker and accountant channels.
• Justworks: Justworks is a PEO and HR platform for SMBs that bundles payroll, benefits, and compliance support. Asura's AsureWorks offering explicitly positions against Justworks by providing managed payroll without co-employment, making them direct competitive alternatives.
• Paychex: Paychex is a long-standing SMB-focused payroll, HR, and benefits provider with a very similar buyer profile and product breadth. Its 19.9% Q1 2026 revenue growth (vs. Asure's 22.7%) makes it a direct growth-rate comparable.

Broad incumbents

• ADP (Automatic Data Processing): ADP is the dominant incumbent in payroll and HCM, serving businesses of all sizes from sole proprietors to global enterprises via products like RUN, Workforce Now, and Vantage. Asure competes against ADP across most of its customer segments.
• Workday: Workday is the enterprise HCM leader and a certified integration partner of Asure's payroll tax engine. Workday represents both a competitor (at the high end) and a distribution channel for Asure's tax-management product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Asure_Software
• LinkedInlinkedin.com/company/asure-software

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A26 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asure Software