What SMART PAYROLL AVE INC. does

Smart Payroll of New Jersey LLC, doing business as SmartPay, SmartPay NJ, and SmartPay Payroll Service, is a privately held LLC founded approximately in 1978 and headquartered at 250 Cedar Bridge Avenue in Lakewood, New Jersey. The company operates a cloud-based online payroll processing platform targeted at small and mid-size businesses, primarily in New Jersey with multi-state capability. Its core product is a web-based payroll engine that enables employers to run, approve, and report payroll from any internet-connected device, with employees gaining secure self-service access to paystubs and history. The platform is built on encrypted database storage with redundant infrastructure, 128/256-bit SSL, and on-site plus third-party 24/7 physical security.

The product surface extends well beyond core payroll processing. Federally required new hire reporting, automated federal/state/local tax calculation, filing, and payment (with the company assuming 100% penalty liability under a satisfaction guarantee), multi-state tax handling at no extra charge, time-off and accrual tracking, and configurable alerts are bundled into the core service. Add-on modules include workers' compensation (pay-as-you-go), 401(k) administration (Traditional, Safe Harbor, Solo), Section 125 FSA plans, health benefits brokerage (via Zane POP/HRA), background screening (via National Crime Search), labor law compliance posters with a $25,000 non-compliance guarantee, and a downloadable HR/business forms library. Native integrations with Sage 50, QuickBooks, AccountEdge, and Xero, plus broad time clock vendor interoperability, allow journal entries and hours data to flow into and out of the platform without double entry.

The business model is sales-led and primarily subscription-based on a pay-as-you-go cadence, with quote-based pricing rather than published tiers; an all-inclusive structure with no hidden fees is emphasized. Revenue streams span subscription recurring fees for payroll and workers' comp, managed services fees for 401(k) and Section 125 administration, and professional services/commission economics on health benefits placement. Distribution relies on direct phone sales, an online quote/lead form, and self-service online enrollment (powered by a third-party run-payroll platform at runpayroll.com), supported by content marketing (blog, tax tips), social channels (Twitter, Facebook, YouTube), and referral pathways — all targeted at SMB owners in the NJ region.

Name

SMART PAYROLL AVE INC.

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

Smart Payroll of New Jersey LLC (dba SmartPay) is a Lakewood, NJ-based payroll services provider founded ~1978, offering cloud-based payroll processing, tax management, HR, and employee benefits to small and mid-size businesses primarily in New Jersey with multi-state capability.

Ownership category

akta.pro rank

Product category

Payroll Processing Services

NAICS

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

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Full-Service Payroll Processing (BPACAIAA)

akta.pro secondary industries

Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA), Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB), Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA)

Keywords

• Payroll processing services
• Payroll tax filing
• HR compliance management
• Employee benefits administration
• Workers compensation insurance

Headquarters

HQ city

Lakewood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Payroll Processing Services: Subscription-based payroll processing services for small and mid-size businesses, including direct deposit, tax filing, and compliance management. Revenue generated through per-payroll or periodic service fees.
2. Workers' Compensation Insurance: Pay-as-you-go workers' compensation insurance where fees are based on actual payroll rather than estimates, eliminating large upfront deposits.
3. Health Care Solutions: Partner services for health care insurance and benefits administration, including Zane POP and HRA options, with revenue from consultation and plan management fees.
4. 401(k) Retirement Plans: Administration and management of 401(k) retirement plans including Traditional, Safe Harbor, and Solo 401(k) options with employer and employee contribution management.
5. Section 125 FSA Plans: Section 125 Flexible Spending Account administration for healthcare and dependent care expenses, with document purchase services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

SmartPay provides full-service payroll processing for small and mid-size employers, including payroll calculation, direct deposit, wage garnishment, pay stub and W-2 delivery via an online client portal, and full federal, state and local payroll tax filing and remittance. The offering is bundled with complementary HR, benefits, workers compensation, retirement, background screening and compliance products sold as add-on services.

Product overview

SmartPay Payroll Service is a cloud-based payroll management platform serving small and mid-size businesses. The core offering is the SmartPay Payroll Service platform, which provides payroll processing, tax management (federal, state, and local), direct deposit, and online payroll reporting. This core platform is enhanced by integrated modules including Time Clock Integration and Accounting Software Integration (Sage 50, QuickBooks, AccountEdge, Xero), as well as add-on services covering HR & Compliance, Employee Benefits, Workers Compensation, Retirement Solutions (401k), Section 125 (FSA), Health Care Solutions & Insurance, Background Screening, Labor Law Compliance Posters, and Business Forms Library. The platform emphasizes ease of use with most clients completing payroll in under 2 minutes, and provides customer support via phone, email, and live chat with satisfaction guarantees on tax filing accuracy.

Differentiator

Problem solved

Functional benefit

Products and services

• SmartPay Payroll Service Full-service payroll processing for small and mid-size employers, including payroll calculation, direct deposit, wage garnishment processing, pay stub and W-2 delivery via online client portal, and full federal, state and local payroll tax filing and remittance. Sold on a per-payroll subscription basis with a satisfaction guarantee and tax penalty coverage.
• HR & Compliance Services Add-on HR support services for employer clients, including access to HR experts and compliance resources to help manage employee relations and regulatory requirements.
• Workers Compensation Insurance Workers compensation insurance product offered as an add-on service to employer clients alongside payroll processing.
• Retirement Solutions (401(k)) 401(k) retirement plan administration service offered to employer clients as a complementary benefit product.
• Section 125 / FSA Plans Section 125 cafeteria plan and flexible spending account (FSA) administration offered to employer clients for pre-tax employee benefits.
• Health Care Solutions & Insurance Health insurance brokerage and benefits solutions offered to employer clients to support employee health coverage.
• Background Screening Employee background screening service provided to employer clients to support hiring decisions.
• Labor Law Compliance Posters Required federal and state labor law compliance posters sold to employer clients for workplace display.

Quantifiable outcome

• 40 percent of small businesses pay average IRS penalty of $845 per year for late or incorrect filings; SmartPay guarantees accuracy to help customers avoid these penalties
• +3 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

One partnership is on record.

• Accounting Software Providers (Sage 50, QuickBooks, AccountEdge, Xero)coreTechnology or IntegrationDeep integrations with leading small business accounting software including Sage 50 (formerly Peachtree), QuickBooks, AccountEdge, and Xero. Allows import of payroll journal entries directly into general ledger, eliminating double data entry.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Paycor: Payroll and HR software serving small to mid-market U.S. employers. Overlaps with SmartPay in the SMB-to-mid-size segment with broader HR functionality.
• Gusto: Cloud-based payroll, benefits, and HR platform purpose-built for U.S. small and mid-size businesses—the same SMB core customer as SmartPay, delivered via a modern SaaS model rather than a regional service bureau.
• OnPay: Subscription payroll and HR service for small businesses with transparent per-employee pricing and unlimited pay runs, competing head-on with SmartPay's all-inclusive, transparent pricing model.
• SurePayroll: Small business payroll specialist (owned by Paychex) with full-service tax filing and benefits. Closely comparable to SmartPay's full-service payroll plus workers' comp and benefits offering for SMBs.
• Intuit QuickBooks Payroll: Payroll service tightly integrated with QuickBooks Online for SMBs. Overlaps directly with SmartPay's QuickBooks integration story but competes at the national level with stronger brand and bundled accounting workflow.
• Patriot Software: Affordable U.S. payroll and accounting software for very small businesses (typically under 100 employees). Targets the same 1–50 employee segment as SmartPay with low-cost SaaS delivery and American-based support.
• Block (Square Payroll): Payroll and benefits product for small businesses and restaurants, often bundled with Square payments. Competes with SmartPay for service-based and retail SMBs needing integrated payroll.

Broad incumbents

• Paychex: One of the two largest U.S. payroll and HR service providers with full-service offerings across SMB and mid-market. Represents the scaled, national incumbent against which SmartPay competes regionally.
• ADP: Largest U.S. payroll and HR services company spanning SMB (Run Powered by ADP) through enterprise. Sets the competitive baseline for pricing, compliance, and brand recognition that regional players like SmartPay must overcome.

Emerging players

• Wave Payroll: Lower-cost cloud payroll and accounting solution aimed at very small U.S. businesses and solopreneurs. Represents the emerging low-cost SaaS alternative pressuring traditional regional bureaus like SmartPay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/smartpaypayroll
• YouTubeyoutube.com/channel/UC96MbdjtILdTBab8kTQLXrA
• Facebookfacebook.com/pages/SmartPay/351422478273056
• Instagramplus.google.com/u/0/b/112438147195935292979/100009855996347656718/about
• LinkedInlinkedin.com/company/smartpay-payroll

Revenue estimate

Valuation estimate

Number of profiles

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 SMART PAYROLL AVE INC.