Primepoint

What Primepoint does

Primepoint is a privately-held, family-owned US HR and payroll management company headquartered in Westampton, New Jersey, founded in 2000 as a successor to Delaware Valley Payroll (1987) by the Bothwell family. The company serves organizations ranging from five employees to thousands, spanning small and mid-market businesses, large enterprises (including the NY Football Giants and EPAM Systems), non-profits (such as The Arc of Essex County), and state, county, and local government entities across all 50 states plus DC and Puerto Rico. Operating with a lean 11-50 person team, Primepoint runs an integrated cloud HRMS and payroll platform built on a single-source database that connects time tracking, payroll, and benefits, complemented by the EmployeeXperience® self-service portal and the Primepoint Intelligence® AI layer featuring the Bea conversational assistant and 200+ automated payroll audits per run.

Revenue is generated primarily through subscription-based recurring fees for payroll processing, HR management, and time and attendance services, with additional revenue from the sale and integration of third-party time collection hardware (UKG InTouch DX, Iris Time iT100, ZK Ultima 5, NoahFace facial recognition, and Asher Interactive IVR). The company processes $1B+ in payroll annually across 2M pays, files taxes for all federal agencies and 50-state local jurisdictions via its partnership with Delaware Valley Payroll, Inc., and supports customers through a US-based live service model without outsourcing. Go-to-market combines direct enterprise field sales and inside sales, with dedicated service teams per account, content marketing through a Knowledge Center, and earned media through repeated Top Workplaces NJ/PA awards (2022-2025).

Name

Primepoint

Legal name

Primepoint, LLC

Website

https://primepoint.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Primepoint is a family-owned US HR and payroll management company serving small-to-large organizations, non-profits, and government entities nationwide through an integrated cloud platform covering payroll, HR, time and attendance, employee self-service, and AI-assisted auditing.

Ownership category

akta.pro rank

Product category

HR and Payroll Software

NAICS

Payroll Services (541214), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121)

SIC

Services-Computer Processing & Data Preparation (7374), Services-Prepackaged Software (7372)

akta.pro primary industry

Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)

akta.pro secondary industries

Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ), Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Full-Service Payroll Processing (BPACAIAA), Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA), Payroll Data Management, Master Data & Employee Setup (BPAAAHAI)

Keywords

• Payroll processing
• HR management software
• Time and attendance
• Benefits administration
• Employee self-service

Headquarters

HQ city

Mount Holly

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Payroll Processing Services: Core payroll processing including tax filing and remittance for all 50 states, federal agencies, and local jurisdictions including Puerto Rico. Processes W-2s, 1099-NEC, 1099-MISC, and 1099-R forms.
2. HR Solutions: Modular HR tools including recruitment/tracking, onboarding, benefits management, document management, compensation statements, position management, OSHA reporting, and change management.
3. Time & Attendance Solutions: Time tracking, attendance management, employee scheduling, PTO tracking, leave management, and analytics with multiple collection methods including hardware devices.
4. Time Collection Hardware: Sale and integration of time collection hardware devices including UKG InTouch DX, Iris Time iT100, ZK Ultima 5, and NoahFace solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Primepoint delivers an integrated cloud-based HRMS and payroll platform that unifies payroll processing, HR management, time and attendance tracking, benefits administration, and employee self-service within a single-source database. The platform is tailored to organizations ranging from five employees to thousands, with payroll tax filing and remittance coverage across all 50 states, federal agencies, and local jurisdictions including Puerto Rico. Complementary offerings include the EmployeeXperience® employee self-service portal, the AI-powered Primepoint Intelligence® platform with its conversational assistant "Bea," and integrated time collection hardware solutions.

Differentiator

Problem solved

Functional benefit

Brands

• EmployeeXperience®: Employee self-service portal allowing employees to access and manage payroll information, enroll in benefits, view paystubs and W-2s, and handle onboarding tasks.
• Primepoint Intelligence®

Products and services

• Payroll Processing Cloud-based payroll processing service for organizations of all sizes (from 5 employees to thousands), including streamlined onboarding, calendar-based scheduling, import capabilities from multiple sources, payroll tax filing and remittance, and processing of W-2s, 1099-NEC, 1099-MISC, and 1099-R forms.
• HR Solutions Modular HR management suite covering recruitment and applicant tracking, onboarding, benefits management with ACA compliance and 1094-C/1095-C reporting, document management, workflow automation, compensation statements, position management, change management, role-based security, and OSHA reporting.
• Time & Attendance Time and attendance management with software for timesheet approval, schedule management, PTO tracking, and accrual calculations, integrating with payroll and HR systems. Includes multiple time collection options via software clocks, computers, tablets, smartphones, landlines, and integrated hardware devices.
• EmployeeXperience® Employee self-service portal that lets employees access and manage their payroll information, view paystubs, enroll in benefits, complete onboarding, request PTO, view schedules, and access W-2s from any device including smartphones.
• Primepoint Intelligence® AI-enhanced unified HR and payroll platform featuring Bea, a conversational AI assistant that builds personalized Knowledge Bases, answers policy questions, drafts communications and job listings, generates reports, and performs automated payroll auditing with 200+ automated checks per payroll run.
• Equip Payroll / Equip Trade names and trademarks under Primepoint, LLC for payroll and related solutions, providing an alternative brand identity for the company's payroll product portfolio.
• Time Collection Hardware Physical time collection devices that integrate with Primepoint's time and attendance system, including UKG InTouch DX (advanced timeclock), Iris Time iT100 (biometric iris/face recognition), ZK Ultima 5 (Android-based with card/biometric options), and NoahFace (iPad facial recognition to eliminate buddy punching).

Quantifiable outcome

• 200+ automated audits per payroll run
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core.

• UKG (Ultimate Kronos Group)coreTechnology or IntegrationIntegration partnership for UKG InTouch DX timeclock - an innovative time collection device with advanced functionality and operational simplicity for workforce management.
• Iris TimecoreTechnology or IntegrationIntegration with Iris Time iT100 biometric timeclock featuring dual iris and face recognition for quick, accurate identity authentication.
• ZK TechnologycoreTechnology or IntegrationIntegration with ZK Ultima 5 Android-based time collection devices with multiple card reader technologies and optional biometric verification.
• NoahFacecoreTechnology or IntegrationIntegration with NoahFace facial recognition solution for iPad, providing authentication in under a second to eliminate buddy punching.
• Asher Interactive (Telephony/IVR)coreTechnology or IntegrationTelephony/IVR solution allowing employees to enter time and attendance information via touch-tone telephone or mobile phone, especially beneficial for offsite employees.
• Delaware Valley Payroll, Inc.coreTechnology or IntegrationPrimepoint's tax service provider for payroll tax filing and remittance services.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Rippling: Unified workforce management platform combining HR, IT, and payroll. Competes with Primepoint in mid-market payroll and HR with a modern, API-first architecture and strong venture backing enabling aggressive product investment.
• Paychex: One of the largest US payroll and HR solutions providers serving SMB through enterprise. Directly competes with Primepoint in payroll processing, tax filing, HR solutions, and benefits administration with a comparable service-led model.
• UKG (Ultimate Kronos Group): Workforce management and HCM provider with deep strength in time & attendance, scheduling, and payroll for mid-market and enterprise. Direct competitor on time collection hardware integration (UKG InTouch DX is a Primepoint integration partner).
• isolved: Mid-market HCM platform offering payroll, HR, benefits, and workforce management. Competes with Primepoint in the same mid-market sweet spot with a similar service-heavy approach to customer support.
• Gusto: Modern cloud payroll, HR, and benefits platform targeting SMB and growing mid-market employers. Competes directly with Primepoint on integrated payroll+HR+benefits SaaS with strong UX and increasingly AI-powered features.
• Paycor: Cloud HCM provider for SMB and mid-market employers covering payroll, HR, talent, and time. Directly comparable in customer segment and integrated platform approach.
• Paylocity: Cloud-based payroll and HCM provider focused on mid-market employers. Closely comparable to Primepoint in target customer profile, integrated single-database architecture, and emphasis on employee self-service.

Emerging players

• Zenefits: Modern HR, payroll, and benefits platform for SMB. Comparable in SaaS delivery and integrated HR+payroll+benefits, but generally focused on smaller customers than Primepoint's mid-market and enterprise book.

Broad incumbents

• Workday: Enterprise HCM and financial management cloud platform. Operates at the upper end of Primepoint's market and competes for the same enterprise payroll/HR opportunities with substantially larger scale and R&D investment.
• ADP (Automatic Data Processing): The dominant incumbent in US payroll and HCM, serving businesses of all sizes from RUN Powered by ADP (SMB) to ADP Workforce Now (mid-market) to Enterprise solutions. Operates broadly across all of Primepoint's segments but with vastly greater scale and resources.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/primepoint
• Xx.com/primepoint

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Primepoint