Asure Software

Name: Asure Software
Brand: Asure Software
Rating: 4.1 (671 reviews)

Asure Software provides cloud-based human capital management and full-service payroll operations, including payroll processing, payroll tax filing, HR administration, time & attendance, and employee self-service.

Est 1985|Valuation $228.4M|Raised $247.7M|13 Ref Customers

LinkedIn 14K|Web traffic 8K|FTEs 641|HQ Austin, Texas, US

MarketsHuman Resource Information Systems (HRIS)Payroll & Compensation Management

Published Oct 13, 2026

01Common complaints

- **If payroll tax accuracy and rapid issue resolution are mission-critical and internal expertise is limited:** Several reviews allege tax deposit and filing issues and slow resolution. Organizations that cannot absorb this risk operationally should consider vendors with stronger support reputations or dedicated account management. - **If a modern user experience and high self-service simplicity are priorities:** Some users describe the platform as less user-friendly for employees and administrators. - **If frequent provider changes or minimal contract friction are expected:** BBB narratives include complaints about cancellation difficulty and unexpected fees; even if not universal, these accounts should be treated as procurement risk signals. - **If advanced analytics and custom reporting are needed quickly:** Reports indicate long lead times for paid custom reports, which may not suit organizations that require immediate, flexible reporting. - **If primary selection criteria are lowest possible price for very small businesses:** Low-cost providers (e.g., SurePayroll) may present a better economic fit for the smallest employers.

Deal disqualifiers (poor fit)

Organizations with very low tolerance for support latency and slow response times (payroll deadlines are inflexible).
Organizations requiring highly customizable reporting with rapid turnaround (reports of long lead times for custom reports exist).
Organizations seeking transparent self-serve pricing and minimal contract complexity.

Known issues reported by users (not vendor-acknowledged)

Slow or unresponsive support; reliance on a ticketing model reported by multiple users
Tax filing and deposit problems leading to IRS notices in some accounts
Integration/sync issues with time clock software reported in some implementations
Difficult employee login and adoption reported in select accounts

Vendor-acknowledged limitations / roadmap

In the sources reviewed, a public roadmap with dates was not available.

Security/compliance disclosure limitation

While SEC filings discuss cybersecurity governance, there is no easily accessible public trust center documentation in the captured sources for SOC 2 or ISO 27001.

02Why they buy

Unique selling points that appear supported (partially) by customer feedback

Some customers report positive onboarding and training experiences (for example, detailed training sessions).
End-to-end payroll and tax operations is a consistent theme in product and customer descriptions.

Unique selling points that are primarily vendor-claimed (need validation)

Regional service centers (vendor-described service model): The vendor presents a regionalized service approach; customer feedback on consistent execution is mixed.
Scale claims (100k+ businesses, 2M+ employees): Reported by the vendor; the methodology and active counts should be validated by procurement teams.

Areas where competitors clearly have advantages

Transparent pricing and minimal contract friction: Competitors such as Gusto and SurePayroll publicly list pricing and often emphasize simpler contract terms.
Perceived user experience and employee adoption: SMB-first platforms commonly rate higher on modern UX and ease of adoption.

Why customers chose Asure

Across review excerpts, reasons cited include:

Desire for full-service payroll and tax filing support
Need for multi-state payroll and compliance assistance
Some customers reported effective onboarding and training sessions

03Field reports

Review platform signals (G2 & Capterra)

**G2 (Asure product reviews):** - The product is well rated on G2. - Common "Pros" surfaced by G2’s aggregation include helpful customer support and ease of use, but "Cons" also include inconsistent customer support and payroll issues, indicating high variance by account, implementation, and support channel. **Capterra:** - Capterra lists Asure in the well rated band on its payroll/tax management listing.

Direct quotes (positive and negative)

**Positive / favorable experiences (examples):** - One reviewer noted: "When it came time to learn to run payroll on my own, I had a very informative zoom session with a very well trained individual." - Another reviewer said: "The application is user friendly and fairly easy to use, including the set-up of employee records and processing of payroll." **Negative / critical experiences (examples):** - One reviewer said: "There was nothing I liked about Asure. It was not user friendly..." - Another noted: "My clients were continuously getting IRS notices for tax deposits not made correctly." - A public forum commenter wrote: "I strongly dislike Asure... EVERYTHING has to be communicated and worked on through a ticket system. Customer service is dead... They have screwed up filings for us - multiple times." **Contract / billing / cancellation complaints (non-review platform but high-signal risk channel):** - Complaint narratives allege difficulty canceling and non-transparent tactics; procurement should validate any contractual fee structures and cancellation clauses during negotiation.

Why some customers leave / churn indicators

Recurring themes across negative feedback:

Support responsiveness and a ticket-based workflow complicating payroll operations
Tax filing and deposit issues (high-severity failures)
Implementation complexity and extended stabilization periods
Post-acquisition dissatisfaction when a smaller/local provider is acquired and the service model changes

Vendor-published outcomes vs independent validation

In the sources captured for this report, detailed third-party-validated case studies with hard metrics were limited. **What is available:** - Investor relations materials and press releases provide financial performance and strategic narrative (recurring revenue, scale claims). These are useful context but do not constitute independent customer ROI validation. **Critical evaluation / methodology gaps:** - The vendor’s scale claims likely combine direct and indirect relationships and/or historical counts; without methodology, the active customer base is difficult to evaluate. - Procurement teams should request references in relevant industries and ask for: - Implementation timeline and resources required - Service model (dedicated representative versus pooled support) - Contractual handling of tax notices and filing errors

04Best fit

Best-fit organizations

Size: SMB and lower mid-market employers where outsourced payroll tax handling is valued.
Geography: US-based employers, particularly those with multi-state payroll and tax requirements.
Industries: Broad SMB applicability based on review samples (construction, medical practice, childcare, restaurants), indicating general suitability across many small-business sectors.

Roles/personas

Decision makers: CFO, controller, HR director, owner/operator
Day-to-day users: payroll managers, HR generalists, office managers

Pain points Asure addresses

Payroll processing efficiency
Payroll tax filing and compliance
Centralized employee self-service and onboarding

Qualification criteria (good fit)

Organizations that require a provider to handle payroll and taxes with a service-led approach rather than a pure self-service software model.
Organizations that can allocate time and resources to implementation and stabilization and have internal payroll expertise to validate filings during transition.

05The pitch

What the product does (objective value proposition)

Asure Software provides cloud-based Human Capital Management (HCM) solutions focused on payroll processing, payroll tax filing, HR administration, and related workforce workflows (e.g., onboarding/self-service, time & attendance via devices/software, and compliance support). In practice, Asure is often positioned as a combined service and software payroll/HR provider for SMBs and lower mid-market organizations that seek to offload tax filings and operational payroll execution while retaining an HRIS-style system for employee self-service.

Target market & positioning

- **Primary buyer profile:** small and mid-sized US employers (commonly multi-state payroll and compliance needs), plus service-bureau/channel distribution history. - **Positioning:** payroll and tax compliance plus HR platform, with an emphasis on recurring revenue and a regionalized service model. - **Market reality from reviews:** Many buyers evaluate Asure against larger incumbents (ADP, Paychex, Paylocity, Paycom, Paycor) and newer SMB-first platforms (Gusto, Rippling). Reviews suggest it can be competitive on full-service payroll and tax filing, but it is vulnerable on support consistency, user experience, and issue resolution.

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