KeyPay

What KeyPay does

KeyPay is a cloud-based payroll and workforce management SaaS platform founded in 2012 and headquartered in Sydney, Australia, serving more than 200,000 businesses across five regulated markets: Australia, the United Kingdom, New Zealand, Singapore, and Malaysia. The platform automates payroll processing, employee self-service, leave and timesheet management, rostering, and country-specific compliance reporting (Australian Single Touch Payroll, UK Construction Industry Scheme, NZ Payday Filing via IRD, Singapore CPF, and related regimes). Core technical components include a proprietary compliance engine ("KeyBot"), an employee-facing mobile application ("WorkZone"), an iPad-based time and attendance module ("Clock Me In"), a public REST API, and a Partner Dashboard that lets payroll bureaus manage multi-tenant client accounts. Infrastructure runs on AWS Asia Pacific (Sydney), with ISO/IEC 27001:2013, PCI DSS, and GDPR compliance and mandatory two-factor authentication enforced since March 2022.

Revenue is generated primarily through a pay-as-you-go monthly subscription model with a 30-day free trial and an annual subscription option, supplemented by SMS usage fees and partner bureau arrangements. Go-to-market is hybrid: product-led growth via self-serve onboarding coexists with sales-led outreach for enterprise clients, payroll bureaus, and accounting/bookkeeping partners across each regional market. Distribution combines direct country-specific websites (keypay.com.au, .co.uk, nz/sg/my.keypay.com), an enterprise sales motion for bureaus and large accounts (e.g., EPG Payroll, JBM), and an ecosystem of strategic partner memberships — ICNZB, NZQBA, CA ANZ, NZPPA, DSPANZ, the Global Payroll Association, and integrations with Xero and Zoho Books. KeyPay is now operated by Webscale Pty Ltd as a subsidiary brand of Employment Hero following its 2022 acquisition, with multi-country registrations maintained through Webscale Pty Ltd (Australia) and KeyPay Limited Partnership (New Zealand, NZBN 9429048779524).

The customer base is diversified across verticals with high shift-based or variable-hour payroll complexity — retail, hospitality, restaurants and cafes, agriculture, construction, healthcare — alongside accounting practices and payroll bureaus, mitigating single-segment concentration risk. Product investment has continued through 2021–2022 with calendar integration in WorkZone, leave-liability journal provisioning, automatic timesheet approval, flatfile data importing, first-to-market UK CIS functionality, and expanded AI-assisted drafting features rolled out under the parent group's "AI for Everyone" initiative.

Name

KeyPay

Legal name

Webscale Pty Ltd

Website

https://keypay.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

KeyPay is a cloud-based payroll and workforce management SaaS platform serving 200,000+ businesses across Australia, the UK, New Zealand, Singapore, and Malaysia, automating multi-country payroll compliance, leave, timesheets, and rostering through its KeyBot compliance engine and WorkZone employee self-service app.

Ownership category

akta.pro rank

Product category

Cloud Payroll Software

NAICS

Payroll Services (541214), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

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

akta.pro secondary industries

Employer of Record (EOR) & Global Payroll (FSAMAKAB), Global Payroll & Multi-Country Payroll Management (BPACAHAC)

Keywords

• Cloud payroll software
• Workforce management
• Payroll compliance automation
• Employee self-service
• Payroll bureau platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Fees: Monthly subscription fees for cloud payroll software access. All subscriptions include 30-day free trial, then billed monthly. Pro-rata charges for partial months. Annual subscription available with no refunds for unused months.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

KeyPay provides a cloud-based payroll and workforce management SaaS platform that automates payroll processing, multi-country regulatory compliance (Australian STP, UK CIS, NZ Holidays Act, Singapore CPF), rostering, and time and attendance for employers, accountants, bookkeepers, and payroll bureaus. The platform is offered across Australia, the UK, New Zealand, Singapore, and Malaysia, and includes employee self-service via the WorkZone mobile app, iPad-based Clock Me In time tracking, and a partner dashboard for bureaus managing multiple client accounts.

Product overview

KeyPay is an all-in-one cloud payroll platform with a modular architecture. The core product is the KeyPay Cloud Payroll Platform, which provides payroll processing, compliance automation, and workforce management. This core platform integrates with specialized modules including WorkZone (employee self-service mobile app for leave, expenses, and timesheets), Clock Me In (iPad time and attendance application), and the KeyPay API for custom integrations. The KeyPay Partner Dashboard enables bureaus to manage multiple client accounts. The platform is available across five markets (Australia, UK, New Zealand, Singapore, Malaysia) and has been rebranded as part of Employment Hero's Employment Operating System in some regions.

Differentiator

Problem solved

Functional benefit

Brands

• WorkZone: Employee self-service mobile app for leave, expenses, timesheets and payroll management

Products and services

• KeyPay Cloud Payroll Platform Cloud-based payroll management system designed for employers, accountants, bookkeepers, and payroll bureaus to manage all payroll processes in a single platform. Available across Australia, UK, New Zealand, Singapore, and Malaysia with automated compliance for multi-country payroll legislation.
• WorkZone Mobile App Employee self-service mobile application enabling employees to manage leave requests, expenses, timesheets, view roster details, clock in and out of shifts, and update personal information.
• Clock Me In

Quantifiable outcome

• Trusted by over 200,000 businesses globally
• +2 more outcomes

Named customers3 records

Segments9 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature10 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Institute of Certified New Zealand Bookkeepers (ICNZB)coreStrategic or Co-development PartnerKeyPay entered into a National Sponsorship agreement with ICNZB to support growing NZ bookkeepers. This partnership provides ICNZB members with access to KeyPay's payroll solutions and demonstrates KeyPay's commitment to the bookkeeping community.
• New Zealand Qualified Bookkeepers Association (NZQBA)coreStrategic or Co-development PartnerStrategic partner status with NZQBA, providing payroll solutions to the bookkeeper community.
• Chartered Accountants Australia New Zealand (CA ANZ)coreStrategic or Co-development PartnerStrategic partner status with CA ANZ, supporting chartered accountants with payroll integration capabilities.
• Global Payroll Association (GPA)coreStrategic or Co-development PartnerMEMBER status with Global Payroll Association, demonstrating industry leadership and participation in payroll community.
• New Zealand Payroll Practitioners Association (NZPPA)coreStrategic or Co-development PartnerMEMBER status with NZPPA, supporting payroll professionals in New Zealand.
• Digital Service Providers Australia New Zealand (DSPANZ)coreStrategic or Co-development PartnerMEMBER status with DSPANZ, the industry body for digital service providers in ANZ.
• Auckland Business ChamberminorStrategic or Co-development PartnerMEMBER status with Auckland Business Chamber for local business networking and support.
• Zoho BookscoreTechnology or IntegrationIntegration partnership with Zoho Books enabling automated payroll and accounting experience. Shared users benefit from streamlined payroll reporting into accounting systems.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Paychex: US SMB payroll and HR outsourcer with a SaaS arm. Comparable in serving SMB payroll buyers and the bureau/partner channel strategy that KeyPay employs.
• ADP: Global payroll and HR services giant with RUN, Workforce Now and ADP Celego offerings. Competes with KeyPay at the upper end of the SMB and mid-market in AU/UK, especially for multi-country employers.
• Employment Hero: Parent company of KeyPay and a broader Employment Operating System that spans payroll, HR, benefits and AI-for-HR. Overlaps directly with KeyPay but at a wider portfolio scale.

Regional players

• PayFit: European cloud payroll and HR platform serving SMBs in France, Spain, Germany and the UK. Comparable product shape and target buyer, but geographically distinct from KeyPay's APAC-heavy footprint.

Emerging players

• Rippling: Unified workforce management platform combining payroll, HR, IT and finance. Competes for the same mid-market and multi-country customers KeyPay targets, particularly through its global payroll ambitions.
• Remote: Global payroll, EOR and contractor management platform competing in the same multi-country payroll category Deel addresses, putting pressure on KeyPay's expansion ceiling.
• Deel: Global payroll and Employer of Record platform competing for international payroll mandates. While not overlapping in KeyPay's core ANZ SMB segment, it defines the upper-bound competitive threat for multi-country payroll.

Direct peers

• Gusto: US-headquartered cloud payroll, HR and benefits platform serving SMBs with a similar all-in-one, compliance-led value proposition. Closest international comparable in product shape and GTM.
• Xero Payroll: Xero's native payroll module is deeply embedded in the same ANZ/UK accounting ecosystem KeyPay integrates with. It is the most direct competitor for SMB cloud payroll in KeyPay's core markets.
• MYOB: Long-standing ANZ payroll and accounting incumbent with strong SMB share. Competes head-to-head with KeyPay on cloud payroll for Australian and New Zealand businesses and accountants.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/keypayapp
• YouTubeyoutube.com/channel/UCMaMCm_Un0EAjEZxvQ_x5qA
• Facebookfacebook.com/keypayapp
• LinkedInlinkedin.com/company/webscale-pty-ltd
• Instagraminstagram.com/keypayapp

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 KeyPay