"Accounting firms are great at what they do," said Colleen Oats, head of indirect GTM at Gusto in a blog post announcing the release. "Serving clients, navigating compliance, staying on top of an increasingly complex regulatory landscape — that work never stops. But developing their practice — finding new clients, deepening existing relationships, evolving toward higher-value advisory services — is where firms tell us they need the most support. Today, Gusto is introducing a new suite of AI agents designed to help accounting firms with exactly that problem. These agents are built to help accountants develop and evolve their business, not just run it. They're organized around the areas where firms have told us they need the most support: doing more for the clients they already have, finding the right new ones, and making the shift toward advisory work."
The six agents work together across the full growth lifecycle, from finding and onboarding new clients to deepening relationships with existing ones. Gusto compared them to a group of talented teammates focused on helping firms develop their practice across sales and marketing, customized to their specializations and growth strategies.
For drumming up new business, there is a Website Audit Agent that analyzes a firm's site using SEO, generative engine optimization and demand generation best practices. The agent benchmarks it against competitors identified by the firm, and delivers personalized, actionable recommendations with the goal of making it easier for the firm to find and more compelling to the clients it wants. A Prospecting Agent analyzes the firm's website and existing client base to determine its ideal client profile and then searches the market for small businesses that fit in order to deliver a targeted list with verified contact information. Once the firm has a prospect list, a Sales Outreach Agent drafts personalized email cadences for each prospect, routes them to the firm for review and approval, and then — once they've been signed off — sends, tracks and follows up.
For existing clients, an Advisory Positioning Agent analyzes the firm's online presence and benchmarks it against local competitors to show exactly where it sits on the compliance-to-advisory spectrum, and what it will take to move up. An Expansion Pitch Agent generates tailored scripts and co-branded materials to pitch new services to existing clients — personalized to each client's specific situation. A Pricing and Margin Target Agent models costs, sets pricing and forecasts margins on expanded services.
All six firm growth and firm advisory agents are available today as part of Gusto's Early Access program. Firms that join will get hands-on access to the full suite, and their feedback will directly shape what Gusto builds next.
