Why Gusto is ALL-IN on Embedded Payroll! (Extended Interview with Tomer London)

Today we sit down with Tomer London, co-founder of Gusto, to delve into the world of embedded fintech. We discuss Gusto’s journey from its founding days to its recent partnership with JP Morgan to become their embedded payroll provider for millions of small business customers. Tomer shares insights on the challenges and opportunities of building zero-to-one products within a larger organization, the importance of delightful user experiences in complex industries like payroll, and how Gusto is leveraging AI to enhance both internal operations and customer-facing products. We also touch on company culture, the future of embedded finance, and valuable advice for founders starting out today.

Tomer London:   / tomerlondon  

00:00:00 - Introduction: Gusto’s Journey and Sock Culture
00:02:14 - The Founding Story: Pivoting to Small Business Payroll
00:04:29 - Early Challenges: Building Trust in a Complex Industry
00:07:10 - Launching the Direct Payroll Product
00:08:18 - Revisiting Embedded Payroll: Why Now?
00:10:27 - First Platform Partners: Collective and Others
00:12:51 - Vertical SaaS and the Future of Small Businesses
00:14:19 - Expanding Into HRIS: Serving Larger Companies
00:16:14 - Landing Enterprise Clients: The JPMorgan Deal
00:18:02 - Strategies for Selling to Large Enterprises
00:19:54 - Gusto’s Roadmap: What’s Next for Embedded Payroll
00:21:55 - Building Zero-to-One Products Within Gusto
00:24:46 - The Importance of Customer-Centric Design
00:27:23 - AI at Gusto: Internal and External Applications
00:29:01 - Company Culture: Remote Work and Hybrid Models
00:33:33 - Advice for Founders: Building Intuition Through Customer Interaction
00:36:20 - Audience Q&A: Best Use Cases for Gusto Embedded
00:38:15 - Choosing the Right Embedded Payroll Partner
00:40:05 - Creating Delightful Experiences in Complex Processes
00:42:30 - Closing Thoughts and Networking

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