Gusto launches AI agents to help accounting firms grow
Wed, 17th Jun 2026 (Today)
Gusto has launched a suite of six AI agents for accounting firms through its Early Access program.
The tools focus on business development rather than core accounting operations. They are designed to help firms find new clients, expand work with existing ones and move toward advisory services.
The suite includes a Website Audit Agent, Prospecting Agent, Sales Outreach Agent, Advisory Positioning Audit, Expansion Pitch Agent and Pricing and Margin Target Agent. Together, they handle tasks ranging from reviewing a firm's online presence and identifying target customers to drafting outreach emails, preparing service pitches and modelling pricing.
Known for payroll and HR software, Gusto is expanding its offering to accounting practices as firms look for revenue beyond compliance work. Accounting firms were involved in developing and testing the new tools.
Growth focus
The Website Audit Agent reviews a firm's site against search and demand-generation criteria and compares it with selected competitors. The Prospecting Agent analyses a firm's website and client base to define an ideal customer profile, then produces a list of small-business prospects with contact details.
After prospects are identified, the Sales Outreach Agent prepares personalised email sequences for review and approval, then sends and tracks them. The process keeps firms in control of messaging while automating routine follow-up work.
The advisory-focused tools are intended to help firms assess how they are perceived in the market and build a case for broader services. The Advisory Positioning Audit compares a firm's online presence with local rivals to assess where it sits on the spectrum between compliance and advisory work.
The Expansion Pitch Agent creates scripts and co-branded materials for discussions with existing clients about new services. The Pricing and Margin Target Agent models costs, sets pricing and forecasts margins, allowing firms to assess the economics of expanded work before approaching clients.
User feedback
One early user said the software had reduced manual effort in prospect research and sales outreach.
"Prospect research used to swallow my whole week. Find the company, hunt down the decision-maker, dig for a verified email, read up on recent news, write the outreach from scratch - an hour gone before I sent a single email," said Patrice Malloy, Founder, Unapologetic Affluence.
Malloy also said drafting outreach messages marked a turning point in her use of the software.
"I went in expecting to rewrite every one. Instead they came back sharp and specific, barely needing a touch. When the work is ready to send instead of ready to fix, you stop hovering," said Malloy.
She said the time saved had allowed her to focus more on client relationships and judgment-based work.
"The agent handles the repetitive front end of BD so I can spend my hours on judgment and relationships. It didn't take work off the table. It gave me my best hours back," said Malloy.
The launch also extends Gusto's Accountant Partner Program, which supports accounting firms that use its platform with clients. By tying AI tools to firm development, Gusto is positioning itself more directly in the market for practice growth support as accountants rethink service models and margin structures.
All six agents are now part of the Early Access program.