SmartPay Payroll
SmartPay Payroll is a privately held New Jersey-based payroll and HR services provider offering cloud-based payroll processing, tax filing, and bundled HR and employee benefits to small and mid-size businesses primarily in New Jersey.
- Company typePrivate
- Founded1978
- HeadquartersLakewood, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What SmartPay Payroll does
SmartPay Payroll, operating as Smart Payroll of New Jersey LLC, is a privately held regional payroll service provider headquartered in Lakewood, New Jersey, that targets small and mid-size businesses primarily within New Jersey. The company offers a cloud-based online payroll platform that handles payroll calculations, direct deposit, and automated federal, state, and local tax calculation, filing, and payment. Multi-state payroll processing is included at no additional charge, and the platform exposes integrations with QuickBooks, Sage 50 (Peachtree), AccountEdge, Xero, and most third-party time clock systems to reduce duplicate data entry for clients.
The product portfolio extends beyond core payroll processing into HR-adjacent services, including workers compensation pay-as-you-go insurance, Section 125 Flexible Spending Account administration, 401(k) retirement plan management (Traditional, Safe Harbor, and Solo), background and drug screening, labor law poster compliance, a business forms library, and health care benefits administration through a partnership with Zane for POP and HRA offerings. The company positions itself as a single-vendor bundled solution for SMBs seeking to consolidate payroll, tax, HR, and benefits administration under one provider.
SmartPay monetizes primarily through recurring monthly subscriptions priced per pay period or per employee, with bundled access to its HR and compliance modules and add-on revenue from managed services such as benefits and workers comp. Pricing is quote-based rather than publicly disclosed, and the company emphasizes all-inclusive pricing without hidden fees. The go-to-market combines a self-serve online enrollment portal (runpayroll.com) with phone-based inside sales available six days a week, supported by a content marketing program (blog, social) aimed at New Jersey SMB owners. The company is privately held as an LLC with no disclosed funding, parent company, or institutional ownership.
SmartPay Payroll firmographics
Firmographics- Name
- SmartPay Payroll
- Legal name
- Smart Payroll of New Jersey LLC
- Website
- https://smartpaynj.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SmartPay Payroll is a privately held New Jersey-based payroll and HR services provider offering cloud-based payroll processing, tax filing, and bundled HR and employee benefits to small and mid-size businesses primarily in New Jersey.
- Ownership category
- akta.pro rank
SmartPay Payroll industry classification
Industry- Product category
- Payroll Services
- NAICS
- Payroll Services (541214), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)
- SIC
- Services-Prepackaged Software (7372), Services-Help Supply Services (7363)
- akta.pro primary industry
- Full-Service Payroll Processing (BPACAIAA)
- akta.pro secondary industries
- Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB), Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA), Payroll Outsourcing & Pay Administration (Multi-country/Managed Payroll) (BPACAKAD)
Keywords
Where SmartPay Payroll is headquartered
LocationHeadquarters
- HQ city
- Lakewood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SmartPay Payroll business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Payroll Processing Services: Monthly subscription-based payroll processing service that includes tax calculation, filing, and payment; direct deposit; and payroll reporting. Customers pay per pay period or per employee based on pricing tiers.
- HR and Compliance Services: Additional services including new hire reporting, workers compensation insurance, labor law poster compliance, background screening, and Section 125 FSA administration bundled with payroll service.
- Employee Benefits Administration: Health care solutions, insurance referrals, and retirement plan administration (401k) services offered as add-on services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | All-inclusive payroll pricing with no hidden fees |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
SmartPay Payroll product offering
Product offeringCore offering
SmartPay Payroll provides cloud-based payroll processing as a managed service for small and mid-size businesses, covering payroll calculation, direct deposit, and automated federal/state/local tax calculation, filing, and payment. The core offering is bundled with HR compliance support, employee benefits administration (health care, Section 125 FSA, 401(k) retirement plans, workers compensation, background screening), and labor law poster compliance, distributed primarily to New Jersey-headquartered businesses via online self-serve enrollment and phone-based inside sales.
Product overview
SmartPay Payroll offers a comprehensive payroll and HR platform primarily for small and mid-size businesses in New Jersey. The core product is the Payroll Service which handles payroll processing, direct deposit, and tax filing. This core platform is supplemented by numerous integrated modules including Payroll Online for web-based access, Payroll Reports for reporting, Payroll Taxes for automated tax management, Multi-State Payroll for multi-state businesses, Time Clock Integration for importing time and attendance data, Accounting Software Integration for QuickBooks, Sage 50, AccountEdge, and Xero, New Hire Reporting, Time-off and Accrual tracking, and Alerts and Reminders. Additional HR-related add-ons include HR & Compliance services, Workers Compensation insurance, Background Screening, Health Care Solutions & Insurance, Section 125 (FSA) flexible spending accounts, Retirement Solutions (401k plans), Business Forms Library, Labor Law Posters with compliance guarantee, and HR Guide resources. The company also provides human resources expertise and compliance support to complement the software platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Payroll Processing Service Core payroll processing subscription service that calculates payroll, processes direct deposit, and calculates, files, and pays federal, state, and local payroll taxes for small and mid-size businesses. Includes an employee self-service portal, time-off accrual tracking, new hire reporting, and customizable payroll alerts.
- HR & Compliance Services Human resources support and compliance services for businesses, including access to HR guides for hiring, termination, performance appraisal, employee handbook creation, business forms library, and labor law poster compliance with a $25,000 non-compliance guarantee.
- Workers Compensation Insurance Pay-as-you-go workers compensation insurance with no large upfront fees or premium deposits, with premiums based on actual payroll — typically bundled with payroll processing for small businesses.
- Background Screening Pre-employment background screening service including multi-state criminal searches, SSN validation, sex offender searches, motor vehicle records, drug screening, and employment verification.
- Health Care Solutions & Insurance Health care benefits brokerage and administration, including Zane premium-only plans (POP) and health reimbursement accounts (HRA) available in all 50 states to help employees save on health care costs.
- Section 125 (FSA) Administration Flexible Spending Account plan administration allowing employees to set aside pre-tax dollars for healthcare, dependent care, and commuter expenses.
- Retirement Solutions (401k) 401(k) retirement plan administration including Traditional, Safe Harbor, and Solo 401(k) options with various employer matching and profit-sharing contribution structures.
- Labor Law Posters Service Federal and state labor law poster subscription with a $25,000 guarantee covering fines or non-compliance fees arising from outdated or missing workplace posters.
Quantifiable outcome
- Most clients complete payroll in under 2 minutes
- +2 more outcomes
Companies that use SmartPay Payroll
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
SmartPay Payroll technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
SmartPay Payroll partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights3 records
SmartPay Payroll competitors and assessment
Company assessmentEmerging players
- Justworks: Justworks is a PEO-style platform offering payroll, benefits, HR compliance, and workers compensation to SMBs through a co-employment model. It targets the same small/mid-size New Jersey business customer with a more bundled, technology-led approach, and represents an emerging threat to traditional local payroll providers like SmartPay.
- Rippling: Rippling is a rapidly-growing workforce management platform that unifies payroll, HR, IT, and benefits for SMB and mid-market customers. While more technology-forward and broader in scope than SmartPay, it competes for the same modern SMB payroll customer and offers similar integration depth across HR and accounting tools.
Direct peers
- OnPay: OnPay is an SMB-focused full-service payroll and HR platform that bundles payroll processing, tax filing, HR tools, and benefits administration with transparent subscription pricing. It targets the same small/mid-size customer profile as SmartPay with a similar all-inclusive value proposition and is a direct nationwide competitor.
- SurePayroll: SurePayroll (a Paychex company) is an online payroll service specifically designed for small businesses with under 100 employees. Like SmartPay, it emphasizes ease of use, transparent pricing, and full-service payroll with tax filing, and serves as a relevant comparable for evaluating the SMB cloud payroll service model.
- Gusto: Gusto is a leading cloud-based payroll, HR, and benefits platform purpose-built for small and mid-size businesses. Like SmartPay, it offers full-service payroll processing, tax filing, HR compliance, and benefits administration, but operates nationally with venture-backed product investment and significantly broader customer reach.
- Patriot Software: Patriot Software is an SMB-focused payroll and accounting software provider offering full-service payroll processing with tax filing at transparent subscription pricing. Its customer profile, bundled service approach, and emphasis on simplicity closely mirror SmartPay's positioning in the small-business payroll category.
- Wave Payroll: Wave Payroll (by H&R Block) offers low-cost, cloud-based payroll processing for very small businesses in select US states and Canada. It targets the same very-small-business segment as SmartPay with a self-serve, price-led model, and represents a national low-cost alternative to traditional regional payroll services.
Broad incumbents
- Paychex: Paychex is a publicly-traded, large-scale payroll, HR, and benefits outsourcing provider serving hundreds of thousands of SMBs nationwide. While much larger than SmartPay, it competes head-to-head for the same NJ SMB payroll and HR services accounts, particularly for clients needing integrated benefits and retirement plan administration.
- ADP (Run Powered by ADP / ADP Workforce Now): ADP is the largest incumbent payroll services provider in the US, offering full-service payroll processing, tax filing, HR, benefits, and timekeeping for businesses of all sizes. Its RUN Powered by ADP and Workforce Now products directly overlap with SmartPay's SMB offering and represent the dominant competitor in the NJ market.
- Square Payroll: Square Payroll, part of Block, provides cloud-based payroll processing for small businesses with tight integration into Square's payments and POS ecosystem. It competes with SmartPay for small NJ employers, particularly in retail and service sectors, and offers transparent subscription pricing with bundled tax filing.
Market position
Competitive moat3 records
Key highlights6 records
Customer concentration
SmartPay Payroll social profiles
Digital presenceSmartPay Payroll financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartPay Payroll leadership team
Management profileNumber of profiles
SmartPay Payroll funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartPay Payroll M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SmartPay Payroll
What does SmartPay Payroll do?
SmartPay Payroll provides cloud-based payroll processing as a managed service for small and mid-size businesses, covering payroll calculation, direct deposit, and automated federal/state/local tax calculation, filing, and payment. The core offering is bundled with HR compliance support, employee benefits administration (health care, Section 125 FSA, 401(k) retirement plans, workers compensation, background screening), and labor law poster compliance, distributed primarily to New Jersey-headquartered businesses via online self-serve enrollment and phone-based inside sales.
Is SmartPay Payroll a public or private company?
SmartPay Payroll is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SmartPay Payroll founded?
SmartPay Payroll was founded in 1978. It employs 1 to 10 people.
Where is SmartPay Payroll based?
SmartPay Payroll is headquartered in Lakewood, United States, in the North America region.
How does SmartPay Payroll make money?
Three revenue lines are on record. Payroll Processing Services are the primary driver. The others are HR and Compliance Services and employee Benefits Administration.
Who are SmartPay Payroll's main competitors?
Emerging players on record are Justworks and Rippling. Direct peers are OnPay, SurePayroll, Gusto, Patriot Software and Wave Payroll. Broad incumbents are Paychex, ADP (Run Powered by ADP / ADP Workforce Now) and Square Payroll.
Does SmartPay Payroll have an API?
No public API is recorded for SmartPay Payroll.
What industry is SmartPay Payroll in?
SmartPay Payroll's product category is Payroll Services. Its primary akta.pro industry code is BPACAIAA, Full-Service Payroll Processing, with a secondary code of BPAAAHAA, Managed Payroll Services (Full-Service Payroll Outsourcing). Its NAICS code is 541214 and its SIC code is 7372.