ProService

What ProService does

ProService Hawaii is a Professional Employer Organization (PEO) operating under a co-employment model to deliver bundled HR outsourcing services to Hawaii-based employers. Founded in 1994 in Kailua-Kona and headquartered in Honolulu, the company serves 3,000+ employers and approximately 50,000 worksite employees, processing $2.5 billion in annual payroll. Its product set covers payroll processing, benefits administration (healthcare via HMSA and Kaiser Permanente, 401(k) via TransAmerica, dental, supplemental, student loan repayment), risk and compliance, workers' compensation with in-house underwriting, training, and HR services. The technology stack combines third-party platforms (Prism HR, iSolved, UltiPro) with proprietary assets including pay-as-you-go workers' compensation billing and the ProAcademy training platform (launched April 2026) integrated into the ProService Login portal. Multi-state HR services extend coverage to all 50 U.S. states.

ProService generates revenue through subscription-style administrative fees on a percentage-of-payroll or per-employee-per-month basis (PEO industry standard of 2-6% of payroll), supplemented by professional services revenue from Employee Retention Credit (ERC) assistance work that has supported 600+ clients and refunded $53M to date. The go-to-market is sales-led with dedicated business advisors, island-based offices on Oahu, Maui, Kauai, and Hawaii Island, and a layered marketing mix spanning content, webinars, an annual flagship event (Hawaii Resilience Forum, 177 attendees in June 2026), and referral programs. Customer segments are horizontal, spanning small (1-25), mid-size (26-99), and large (100+) Hawaii employers across 375+ industries, with named clients including Surface Shield Roofing, RevoluSun, St. Andrew's Schools, Honolulu Coffee Company, and Boys & Girls Club of Maui.

Ownership is private and PE-backed: FFL Partners invested in 2017 and Silver Lake took the stake in May 2023 to fund technology and expansion. Ben Godsey has led as President & CEO since 2005. ProService operates acquired brands Makai HR (2023) and HiHR (2016) within its portfolio and maintains ESAC accreditation as a PEO. The 2026 product cadence (Cypac cybersecurity partnership in March, ProAcademy in April) signals active product-surface expansion beyond traditional PEO boundaries.

Name

ProService

Legal name

ProService Hawaii

Website

https://proservice.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

ProService Hawaii is a Professional Employer Organization offering bundled payroll, benefits, workers' compensation, HR compliance, and training services to 3,000+ employers and 50,000+ worksite employees across Hawaii and all 50 U.S. states, privately held and backed by Silver Lake.

Ownership category

akta.pro rank

Product category

Professional Employer Organization (PEO) / HR Outsourcing Services

NAICS

Professional Employer Organizations (561330)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

Professional Employer Organization (PEO) / Co-Employment Services (BPACAHAB)

Keywords

• HR outsourcing services
• Payroll processing
• Benefits administration
• Professional employer organization
• Workers compensation insurance

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. PEO/Bundled HR Services: Administrative fees charged for bundled HR solutions including payroll processing, benefits administration, workers' compensation, HR compliance, and training. PEO pricing typically structured as percentage of payroll or per-employee-per-month fee. The company leverages large employee base to negotiate competitive benefits rates.
2. Employee Retention Credit (ERC) Assistance: Helping eligible businesses claim Employee Retention Credit from IRS, supporting 600+ clients with $101 million expected from IRS refunds and $53 million refunded to clients to date

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

ProService Hawaii is a Professional Employer Organization (PEO) that delivers a bundled HR outsourcing solution for Hawaii-based employers, integrating payroll processing, healthcare and benefits administration, workers' compensation insurance, HR compliance and risk management, training and development, and multi-state HR support under a co-employment model. The company serves over 3,000 Hawaii employers covering approximately 50,000 worksite employees and processing $2.5 billion in payroll annually.

Product overview

ProService is a Professional Employer Organization (PEO) offering a bundled HR solution for Hawaii employers, combining payroll services, healthcare and benefits administration, HR services, risk and compliance management, workers' compensation, and training and development. The core platform integrates multiple payroll systems (iSolved, UltiPro, Prism HR with Manager/Employee portals, myHiHR, and acquired platforms like Makai HR and HiHR). Recent additions include ProAcademy training platform integrated into the HR portal (April 2026) and multi-state HR services for employers expanding to all 50 states. The company serves over 3,000 businesses processing $2.5 billion in payroll annually for approximately 50,000 employees across Hawaii, Las Vegas, Denver, and the senior care market.

Differentiator

Problem solved

Functional benefit

Products and services

• Bundled HR Solution Comprehensive bundled HR outsourcing solution combining payroll processing, healthcare and benefits administration, HR compliance, risk management, and workers' compensation under one PEO co-employment service offering for Hawaii employers.
• Payroll Services Full-service payroll processing including direct deposit, withholdings, deductions, payroll tax filings (940/941 forms), time and attendance tools, W-2 processing, and payroll record keeping for Hawaii-based employers and employees in all 50 states.
• Healthcare & Benefits Administration Group health insurance administration through HMSA and Kaiser Permanente partnerships, 401(k) retirement plans with TransAmerica, dental insurance through Hawaii Dental Service, flexible spending accounts, supplemental insurance through Aflac, and student loan repayment assistance through Peanut Butter.
• Workers' Compensation In-house underwritten workers' compensation insurance with pay-as-you-go billing, claims administration, back-to-work programs, safety training, and mock inspections designed to reduce workplace injuries and control costs for Hawaii employers.
• Risk & Compliance Services HR compliance training, employment practices liability insurance (EPLI), hiring and termination guidance, grievance and dispute resolution, drug testing, and background checks to protect Hawaii businesses from employment-related claims.
• Training & Development Professional and leadership training programs covering recruitment, coaching, emotional intelligence, and workplace harassment prevention, plus safety training including OSHA certification, CPR/AED, and first aid courses.
• HR Services Employee onboarding, new hire reporting, employee handbook development, HR policies, and access to HR platform and tools for day-to-day HR administration for Hawaii employers.
• Multi-State HR HR services enabling Hawaii employers to hire and manage employees in all 50 states, including payroll tax administration, national health benefits, workers' comp coverage in 46 states, paid family and medical leave management, and state-specific handbook addendums.
• ProAcademy Training Platform Training management platform integrated into the ProService HR portal, offering over 100 courses in HR, CPR, and Safety with enrollment tracking, progress monitoring, and certificate reporting, included at no additional cost for clients.
• Employee Retention Credit (ERC) Assistance Expert guidance and support for businesses to claim the Employee Retention Credit from the IRS, having supported over 600 clients in claiming ERC with $53 million refunded to clients to date.

Quantifiable outcome

• ~$80 hours saved per month for clients (100% of clients reported saving time)
• +8 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, acquisition and support.

• CypaccoreStrategic or Co-development Partner · 9 March 2026Partnership to provide cybersecurity services targeting an estimated $500 million in annual losses from cyberattacks in the region. Collaboration addresses the fact that only 20% of cyber incidents are formally reported, offering cyber insurance, security training, and managed cybersecurity services.
• Makai HRacquisitionTechnology or Integration · 24 May 2023Acquired competitor Makai HR based in Honolulu, expanding ProService's client base and workforce. The acquisition was announced following Silver Lake's investment and will benefit existing clients of both companies.
• HMSA (Hawaii Medical Service Association)coreStrategic or Co-development PartnerExclusive partnership with Hawaii's largest health insurance carrier offering access to 7,500+ participating doctors and specialists statewide. ProService is the only HR provider in Hawaii to offer large group HMSA health plans with exclusive benefits and rates unavailable elsewhere.
• Kaiser PermanentecoreStrategic or Co-development PartnerPartnership with Hawaii's largest integrated medical care program with 700+ physicians in 100+ specialties. Offers HMO plans with 24/7 virtual care, gym memberships, and self-care apps at no additional cost.
• TransAmericasupportStrategic or Co-development PartnerPartnership for 401(k) retirement benefits providing world-class retirement plans at competitive costs. Offers flexible plan types including 401(k) matching, profit-sharing options, and Safe Harbor plans.
• Hawaii Dental Service (HDS)supportStrategic or Co-development PartnerPartnership for dental insurance plans focusing on preventive care with 100% coverage for bi-annual exams and cleanings, and cosmetic orthodontic coverage for adults and children.
• AflacsupportStrategic or Co-development PartnerPartnership for supplemental insurance policies including accident insurance, short-term disability, hospital confinement, critical illness, and cancer/specified disease insurance.
• Peanut ButtersupportStrategic or Co-development PartnerPartnership for student loan repayment assistance programs helping employers contribute monthly toward employees' student loans, with research showing 35% higher retention for employees in such programs.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• ADP TotalSource: The PEO division of payroll giant ADP, providing co-employment, HR, benefits and compliance services to SMB employers nationwide — a direct competitor in the bundled PEO market with significantly greater scale and proprietary technology investment.
• Insperity: One of the largest publicly-traded national PEOs, offering bundled HR, payroll, benefits, and workforce solutions to SMBs across all 50 states — directly comparable in core PEO/co-employment model and target customer segments (SMB and mid-market).
• Justworks: Tech-forward PEO/HR platform serving SMBs with bundled payroll, benefits, HR, and compliance — operates a similar bundled co-employment model with a stronger proprietary technology layer that represents the competitive bar ProService must meet.
• TriNet: Major national PEO focused on SMB and mid-market clients across diverse industries; competes with the same bundled PEO value proposition (payroll, benefits, HR compliance) and serves similar worksite employee counts.
• Paychex PEO: PEO and HR solutions arm of Paychex, offering bundled HR, payroll, retirement, and insurance services to SMB employers — comparable bundled-solution model and SMB target market, with national scale advantages.

Direct peers

• Sequoia One: PEO providing co-employment, payroll, benefits, and HR services primarily to SMBs with strong regional and multi-state presence — directly comparable scale and customer segment focus.
• FrankCrum: PEO serving small and mid-sized businesses with bundled HR solutions including payroll, benefits, workers' comp, and training — closely mirrors ProService's bundled approach and customer size profile.
• Oasis Outsourcing (Oasis a Paychex Company): PEO/co-employment provider owned by Paychex, delivering HR, payroll, benefits, and risk management to SMB and mid-market employers — directly comparable in service breadth and customer segment focus.
• BBSI (Barrett Business Services): Mid-sized PEO offering bundled HR, payroll, workers' comp, and benefits primarily to SMBs across the western US — closest size-and-scope comparable to ProService, serving similar worksite employee counts with similar industry mix.
• G&A Partners: PEO providing HR outsourcing, benefits, payroll, and risk management to SMBs across multiple states — comparable mid-sized PEO footprint with similar multi-state growth trajectory and bundled service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCZ5mL-yg-LUDlzi8eoxH5yw
• Facebookfacebook.com/proservicehawaii
• LinkedInlinkedin.com/company/proservice-hawaii
• Instagraminstagram.com/proservicehawaii
• Xx.com/proservicehi

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds4 records

Investors4 records

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

M&A2 records

Investments

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

Frequently asked questions about ProService