How Gusto accelerates its go-to-market engine with Gumloop

Use Cases

Data Analysis Agent
Support Agent
CRM Agent
Meeting Prep Agent
Call Analysis Agent

Gusto Case Study

Gusto, the leading payroll, benefits, and HR platform for small businesses, uses Gumloop to power AI agents that drive revenue, reduce churn, and elevate rep performance.

$1.5M+
Additional ARR generated in 3 months through coaching and enablement agents
9–10x
Faster prep time for partnership reviews (from 30–45m down to under 5m)
31%
Higher win rate on deals prepared with Gumloop-powered briefings

Building a culture of AI-powered problem solving

The Operations team took a dual approach to implementing Gumloop in Gusto:

Build strategic, high-impact solutions to demonstrate what's possible with AI
Educate teams so they can solve problems themselves

Coaching agent: turning sales reps into top performers

Gusto's first major Gumloop implementation was a coaching agent that delivers targeted coaching to improve rep performance. With multiple sales motions across different customer profiles and industries, Gusto needed a way to ensure reps showed up effectively for each type of customer.

The coaching agent automatically analyzes calls, provides personalized feedback, and scores reps' calls against proven qualification criteria tailored to each of Gusto's sales motions. Reps who use and engage with the coaching agent have seen significantly improved coaching scores compared to those who don't, translating to ~$1 million in incremental ARR in just three months.

Pre-call briefing agent: showing up prepared for every conversation

Building on the success of the coaching agent, Gusto developed a pre-call briefing agent that packages customer information, previous conversations, and discovery insights into customized talk tracks. The agent is directly integrated with Salesforce and ensures reps are prepared for every call.

Partnership review agent: winning with deep customer intelligence

"The partnership review agent cuts prep time from 30–45 minutes per customer to under five minutes, resulting in a 31% higher win rate and 44% larger deals."

Outreach agent: personalized expansion at scale

Gusto’s outreach agent analyzes closed-won and closed-lost data to identify which customers are most likely to benefit from specific expansion products. Since adopting this approach, sales reps have seen $5–6M+ in pipeline generated in a single quarter.

Churn prevention agent: preventing churn with proactive intelligence

Every morning, reps engage with an agent that combines internal propensity models with customer data to identify growth opportunities. In just three months, this proactive approach has prevented millions in churn and downgrade revenue.

Gusto 🤝 Gumloop

Gusto came to Gumloop with a clear set of business challenges: retain more customers, expand product adoption, and elevate rep performance. What started as a focused deployment with a small group of go-to-market builders has grown into an organization-wide AI platform driving measurable revenue impact.

Automate any workflow with AI. No coding required.