PrimePay
PrimePay is a US-based cloud payroll and HCM software provider, founded 1986, selling an integrated payroll-HR-benefits platform primarily to small businesses and verticals including restaurants, manufacturing, healthcare, retail, and nonprofits via subscription pricing.
- Company typePrivate
- Founded1986
- HeadquartersBradenton, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What PrimePay does
PrimePay, LLC is a US-based, privately-held provider of cloud-based payroll and human capital management (HCM) software founded in 1986 and headquartered in Bradenton, Florida, with 501-1,000 employees. The company sells an integrated HCM platform that unifies payroll processing, time and attendance, applicant tracking, performance management, learning management (AskLegal LMS), employee self-service, benefits administration, and position management into a single subscription system, targeting primarily small businesses and startups (50 or fewer employees) as well as vertical segments including multi-unit restaurants, manufacturing, healthcare, retail, and nonprofits. Revenue is generated through subscription-based, quote-priced software, add-on modules (expense tracking, 401(k) connections, cyber liability insurance), and managed services including a co-branded PEO offering (CoAdvantage) and franchise analytics (ProfitKeeper).
PrimePay distributes through a sales-led motion combining direct phone-based sales (833-820-1181), website demo requests, and a referral channel of CPA, broker, and bank partners, supported by a content engine of webinars, eBooks, comparison pages against ADP, Paychex, Paylocity, Paycom, and Paycor, and G2- and Capterra-recognized customer review badges. The company has been institutionally backed by Aquiline Capital Partners since April 2021 and has pursued inorganic expansion through the acquisitions of SyncHR (April 2021, HCM technology) and ProfitKeeper (October 2018, franchise analytics). Regulatory credentials include NMLS registration (No. 1952666) and SOC compliance, supporting its licensed payroll services and compliance-heavy product positioning across US multi-state tax filings, Section 125/POP plans, FSA, and COBRA administration.
PrimePay firmographics
Firmographics- Name
- PrimePay
- Legal name
- PrimePay, LLC
- Website
- https://primepay.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- PrimePay is a US-based cloud payroll and HCM software provider, founded 1986, selling an integrated payroll-HR-benefits platform primarily to small businesses and verticals including restaurants, manufacturing, healthcare, retail, and nonprofits via subscription pricing.
- Ownership category
- akta.pro rank
PrimePay industry classification
Industry- Product category
- Payroll and Human Capital Management (HCM) Software
- NAICS
- Payroll Services (541214), Professional Employer Organizations (561330), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ)
Keywords
Where PrimePay is headquartered
LocationHeadquarters
- HQ city
- Bradenton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PrimePay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Payroll Software Subscription: Core payroll processing software offered as subscription service with flexible add-ons including time and attendance, expense tracking, and 401(k) connections. Pricing is quote-based, tailored to business size and features required.
- HR Software Suite: Additional HR modules including applicant tracking, performance management, learning management (AskLegal LMS), and AskLegal legal advice services offered as add-on subscriptions
- Benefits Administration: Benefits admin services including Section 125/POP plans, FSA management, and COBRA compliance offered as part of the HR suite
- Cyber Liability Insurance: Integrated cyber liability insurance product offered as an add-on service
- PEO Services (CoAdvantage): Professional Employer Organization services through CoAdvantage partnership for businesses seeking comprehensive HR outsourcing
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom enterprise pricing based on business size and required features |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
PrimePay product offering
Product offeringCore offering
PrimePay delivers a cloud-based Human Capital Management (HCM) platform that combines automated payroll processing, tax filing, time and attendance, HR, benefits administration, and compliance into a unified system. Its core product, Payroll Software, is sold primarily to U.S. small businesses and startups on a subscription basis, with optional add-on modules and PEO services delivered through its CoAdvantage partnership.
Product overview
PrimePay offers a unified HCM (Human Capital Management) platform designed for small businesses and startups, combining payroll, HR, time tracking, and benefits administration into one integrated system. The core offering is Payroll Software, which serves as the foundation for a modular suite of add-on products including Time and Attendance Software, Expense Tracking, and 401(k) Connections. The HR module encompasses Applicant Tracking Software, Performance Management Software, AskLegal Learning Management Software, AskLegal/AskLegal+, AskLegal Handbooks, Employee Self-Service, Benefits Administration, and Position Management. Additional specialized offerings include Cyber Liability Insurance, the CoAdvantage PEO service, and ProfitKeeper franchise analytics for multi-unit restaurant operators.
Differentiator
Problem solved
Functional benefit
Brands
- CoAdvantage: Professional Employer Organization (PEO) service offered as part of PrimePay's product suite
- ProfitKeeper
- AskLegal
- ProfitKeeper by PrimePay
Products and services
- Payroll Software Automated, compliant payroll software that streamlines tax filing, worker's comp, and includes built-in error alerts. Designed for small businesses to run payroll confidently from first hire to fast growth.
- Time and Attendance Software Track hours, manage schedules, and sync time directly to payroll, reducing errors and saving hours every pay period. Includes payroll-connected tracking for time off, holidays, accruals, absences, and scheduling.
- Expense Tracking Expense management module that tracks employee expenses and integrates with payroll for accurate reimbursement.
- 401(k) Connections Integration module connecting payroll with 401(k) retirement plans for seamless retirement contribution management.
- Applicant Tracking Software Intuitive online recruiting software that simplifies job postings, manages applicants, and handles the hiring of employees.
- Performance Management Software HR software enabling managers and direct reports with templates for goal-setting, development plans, and 360 reviews to strengthen communication, performance, and retention efforts.
- AskLegal Learning Management Software Learning management system (LMS) for building courses, automating training processes, and providing personalized feedback to employees.
- AskLegal / AskLegal+ HR legal advice service providing employees access to legal guidance and consultation.
- AskLegal Handbooks Employee handbook creation and management service providing legally compliant policy documentation.
- Employee Self-Service Employee portal allowing staff to access payroll information, update personal details, sign up for benefits and direct deposit, and manage their own HR-related tasks.
- Benefits Administration Comprehensive employee benefits management software enabling self-selection of benefits, plan building, and administration of health insurance, FSA, and other benefit programs.
- Position Management HR software feature that stores employee and position data separately, enabling position-based architecture with drag-and-drop org charts, budget vs. actual planning, and succession planning capabilities.
- Cyber Liability Insurance Integrated add-on service providing cyber liability insurance coverage for businesses.
- CoAdvantage PEO Services Professional Employer Organization (PEO) service providing comprehensive HR outsourcing solutions for small businesses, including co-employment, benefits, and HR administration.
- ProfitKeeper Franchise analytics tool for multi-unit restaurant operators providing financial tracking and reporting capabilities. A plug-and-play tool for franchisors to monitor franchise performance.
Quantifiable outcome
- Payroll processing time reduced by 50% for some customers
- +2 more outcomes
Companies that use PrimePay
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles2 records
PrimePay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature13 records
PrimePay partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered supporting and core.
- UnitedHealthcaresupportingHealth insurance transparency partnership. Through UnitedHealthcare, UMR and HealthSCOPE Benefits, PrimePay creates and publishes Machine-Readable Files as required by transparency in coverage regulations.
- UMR (UnitedHealthcare)supportingThird-party administrator partnership for health benefits transparency and machine-readable file generation for PrimePay's transparency in coverage compliance.
- HealthSCOPE BenefitssupportingBenefits administration partner that helps PrimePay generate transparency in coverage machine-readable files through UnitedHealthcare partnerships.
- CoAdvantagecorePEO (Professional Employer Organization) partnership offering comprehensive HR outsourcing services for businesses seeking co-employment solutions. CoAdvantage is offered as an integrated service through PrimePay.
- SyncHRcoreSyncHR is a product that merged/merged into PrimePay, representing a strategic integration of HCM technologies to enhance PrimePay's platform capabilities.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
PrimePay competitors and assessment
Company assessmentDirect peers
- Gusto: Gusto is a payroll, HR, and benefits platform purpose-built for small businesses, serving the same primary customer segment as PrimePay. Both compete for first-hire-to-growth-stage SMB payroll contracts with integrated HCM functionality.
- Paychex: Paychex is a leading SMB-focused payroll and HR solutions provider with a comparable product suite (payroll, time, benefits, HR, retirement) and similar target customer base of small and mid-sized businesses. PrimePay's Director of Product Marketing previously worked at Paychex, and PrimePay maintains explicit competitive comparison pages against Paychex.
- ADP: ADP is the dominant incumbent in payroll and HCM with RUN Powered by ADP and Workforce Now directly serving the SMB and mid-market segments PrimePay targets. PrimePay maintains comparison pages against ADP, and PrimePay's Director of Product Marketing previously worked at ADP, underscoring direct competitive overlap.
- Paylocity: Paylocity is a cloud-based payroll and HCM provider targeting mid-market and SMB customers with a modular SaaS platform closely mirroring PrimePay's product architecture. PrimePay explicitly competes against Paylocity via comparison pages and serves overlapping customer segments.
- Paycom: Paycom provides automated payroll and HR software with single-database architecture for SMB to mid-market employers. PrimePay runs comparison pages against Paycom, and both compete for similar payroll and HR module contracts in the SMB segment.
- Paycor: Paycor offers cloud-based payroll, HR, time, and talent management software for small and mid-sized businesses. PrimePay's comparison pages target Paycor directly, reflecting direct competition in SMB payroll and HCM software deals.
- Justworks: Justworks is a PEO providing payroll, benefits, HR, and compliance services to small and mid-sized businesses - directly comparable to PrimePay's CoAdvantage PEO offering and its core HCM platform.
- TriNet: TriNet is a PEO offering payroll, benefits, HR, and risk management services for SMBs across verticals including restaurants, healthcare, and professional services - overlapping PrimePay's PEO/co-employment services and vertical SMB focus.
- SurePayroll: SurePayroll provides online payroll and HR solutions specifically designed for small businesses with fewer than 100 employees, directly mirroring PrimePay's primary customer segment and product focus.
Emerging players
- Rippling: Rippling offers a unified workforce management platform combining payroll, HR, IT, and finance for SMB and mid-market customers. While newer and tech-forward, Rippling increasingly competes with PrimePay for SMB payroll and HR deals, particularly with digitally-native customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
PrimePay social profiles
Digital presencePrimePay financial estimates
Financial estimateRevenue estimate
Valuation estimate
PrimePay leadership team
Management profileNumber of profiles
Profiles14 records
PrimePay funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PrimePay M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PrimePay
What does PrimePay do?
PrimePay delivers a cloud-based Human Capital Management (HCM) platform that combines automated payroll processing, tax filing, time and attendance, HR, benefits administration, and compliance into a unified system. Its core product, Payroll Software, is sold primarily to U.S. small businesses and startups on a subscription basis, with optional add-on modules and PEO services delivered through its CoAdvantage partnership.
Is PrimePay a public or private company?
PrimePay is a private company. It is classified as private equity controlled and is currently operating.
When was PrimePay founded?
PrimePay was founded in 1986. It employs 501 to 1,000 people.
Where is PrimePay based?
PrimePay is headquartered in Bradenton, United States, in the North America region.
How does PrimePay make money?
Five revenue lines are on record. Payroll Software Subscription is the primary driver. The others are HR Software Suite, benefits Administration, cyber Liability Insurance and PEO Services (CoAdvantage).
Who are PrimePay's main competitors?
Direct peers on record are Gusto, Paychex, ADP, Paylocity, Paycom, Paycor, Justworks, TriNet and SurePayroll. Rippling is listed as an emerging player.
Does PrimePay have an API?
No public API is recorded for PrimePay.
What industry is PrimePay in?
PrimePay's product category is Payroll and Human Capital Management (HCM) Software. Its primary akta.pro industry code is HDAEAEAJ, Human Capital Management (HCM) & Payroll Platforms. Its NAICS code is 541214 and its SIC code is 7372.