rewrite this title Gusto To Acquire Retirement Specialist Guideline – Finovate

Payroll and HR platform Gusto plans to acquire retirement plan provider Guideline, expanding its small business benefits offerings.

While terms of the deal were not disclosed, Guideline was valued at $1.15 billion in 2021, and given that fintech valuations have compressed by around 26%, is estimated to be worth around $851 million today.

The combined companies aim to simplify retirement plan access for tens of thousands of small businesses, especially as states increasingly mandate employer-sponsored retirement options.

Payroll, benefits, and HR management solutions company Gusto unveiled plans to acquire retirement plan provider Guideline.

While financial terms of the agreement were not disclosed, Guideline had a $1.15 billion valuation in 2021 and claimed an annualized revenue of $140 million as of January 2025. Generally speaking, fintech valuations have been compressed by about 26% on average since 2021, so it is roughly estimated to be valued at $851 million today.

Gusto, originally known as ZenPayroll, was founded in 2011 to provide a cloud-based payroll, benefits, and HR management solution. The company’s tools help businesses track time and attendance, onboard new employees, manage existing talent, and more. In 2015, Gusto added to its small business offerings by offering health insurance and workers’ compensation, and a year later launched 401(k) retirement plans via a partnership with Guideline. Today, the San Francisco-based company serves more than 400,000 small businesses and is now valued at $9.3 billion.

Founded in 2015, Guideline helps businesses offer 401(k) and IRA retirement benefits to their team in a simplified approach. The California-based company works with small-to-mid-size businesses, franchises, and self-employed individuals across multiple industries, with dentist offices being the top category.

While Guideline has a direct-to-business approach, it also offers its plans via distribution partnerships with ADP, Block, Intuit, Paylocity, TriNet, and Rippling—all competitors of Gusto. Interestingly, Guideline plans to maintain integrations with those partners even after the acquisition closes.

Together, the two will serve tens of thousands of small businesses, offering them an integrated approach to adding retirement benefits, no matter the size of their team. Today’s deal will help Gusto serve its customers with more of Guideline’s services without having to worry about revenue sharing.

“We’re going to have the ability, in the right moment at the right time, to help [small business customers] if they want. It’s never going to be something they have to do—it’s always their choice—but help them understand that they can actually go provide retirement benefits to their team,” said Gusto CEO and Co-Founder Josh Reeves. “And so one thing I’m really, really excited about is I think we’re going to have a chance to help a lot more companies with retirement benefits by being together than if we had stayed separate.”

The acquisition is especially salient for Gusto, given that some states have passed mandates that now require businesses to provide their employees with retirement plans. The move also helps Gusto differentiate itself from competitors like ADP and Paychex by owning more of the retirement infrastructure directly, rather than relying solely on partnerships. In doing so, Gusto is strengthening its full-service appeal as the go-to HR and benefits provider for small businesses.

Photo by MART PRODUCTION

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