Klaviyo vs Gusto
A head-to-head comparison to help you pick the right tool
Last updated: September 14, 2026
Klaviyo is our recommended pick for most teams — b2c brands wanting an ai-powered crm that combines marketing automation, analytics, and customer service in one platform.
Try Klaviyo →Read our full Klaviyo review →Klaviyo
Klaviyo is the AI-first CRM built for B2C brands. Powered by its built-in data platform and AI insights, Klaviyo combines marketing automation, analytics, and customer service into one unified solution.
Gusto
Gusto is a full-service HR and payroll platform built for small businesses. It handles payroll taxes automatically, offers employee benefits administration, and includes onboarding tools that make it easy to bring on new hires. Gusto is known for its clean interface and transparent pricing, making it a top choice for founders managing HR for the first time.
Pros
- ✓AI-powered customer insights
- ✓Strong marketing automation
- ✓Built-in data platform
- ✓Unified marketing and customer service
- ✓Purpose-built for B2C brands
Cons
- ✗Less suitable for B2B sales teams
- ✗Can be expensive at scale
- ✗Learning curve for full platform
- ✗Overkill for very small businesses
Pros
- ✓Automatic federal, state, and local tax filing saves hours each month
- ✓Transparent flat-rate pricing with no hidden fees
- ✓Excellent onboarding flow with offer letters, e-signatures, and self-onboarding
- ✓Strong benefits administration including health, dental, and 401k
Cons
- ✗International payroll is limited and requires third-party tools
- ✗Can get expensive as headcount grows beyond 50 employees
- ✗Reporting and analytics are basic compared to enterprise tools
Klaviyo vs Gusto: Side by Side
| Factor | Klaviyo | Gusto |
|---|---|---|
| User Rating | 4.5/5 ★ | 4.6/5 ★ |
| Category | CRM Software | HR Software |
| Pricing Model | Paid | Paid |
| Starting Price | $20/mo | $40/mo + $6/employee |
| Best For | B2C brands wanting an AI-powered CRM that combines marketing automation, analytics, and customer service in one platform. | Small businesses under 100 employees |
| Our Pick | 🏆 Recommended | — |
Klaviyo Features
- ✓Email marketing
- ✓SMS marketing
- ✓audience segmentation
- ✓automation flows
- ✓A/B testing
- ✓revenue attribution
Gusto Features
- ✓Payroll automation
- ✓benefits administration
- ✓onboarding
- ✓time tracking
- ✓compliance
Pricing Comparison
Klaviyo
PaidStarts at $20/mo
Free: $0 (250 contacts) · Email: from $20/mo · Email & SMS: from $35/mo
See full pricing →Gusto
PaidStarts at $40/mo + $6/employee
Simple: $40/mo + $6/employee · Plus: $80/mo + $12/employee · Premium: $180/mo + $22/employee
See full pricing →Best Use Cases
Klaviyo
- →Ecommerce businesses running email and SMS campaigns
- →Shopify stores wanting advanced customer segmentation
- →DTC brands automating abandoned cart and post-purchase flows
Gusto
- →US small businesses running payroll for the first time
- →Startups wanting automated tax filing
- →Companies needing combined payroll and benefits administration
Who Should NOT Use These Tools
Klaviyo is NOT ideal for:
- ✗Non-ecommerce businesses without a product catalog
- ✗B2B companies with long sales cycles
- ✗Small businesses that only need basic email newsletters
Gusto is NOT ideal for:
- ✗Companies with international employees
- ✗Large enterprises needing complex payroll rules
- ✗Businesses outside the United States
Integrations
Klaviyo
Shopify, WooCommerce, Magento, BigCommerce, Salesforce, Stripe, Recharge, Gorgias
Gusto
QuickBooks, Xero, FreshBooks, Clover, When I Work, Deputy, BambooHR, Greenhouse
Our Take
Choose Klaviyo if b2c brands wanting an ai-powered crm that combines marketing automation, analytics, and customer service in one platform. Choose Gusto if small businesses under 100 employees.
Best For
B2C brands wanting an AI-powered CRM that combines marketing automation, analytics, and customer service in one platform.
Best For
Small businesses under 100 employees
Also Consider
If neither Klaviyo nor Gusto is the right fit, Monday.com CRM is worth evaluating.
Monday.com CRM
Teams that want CRM and project management combined in one visual platform
From $12/user/mo
Frequently Asked Questions
What is the difference between Klaviyo and Gusto?
Klaviyo is best for b2c brands wanting an ai-powered crm that combines marketing automation, analytics, and customer service in one platform. Gusto is best for small businesses under 100 employees.
Which is better, Klaviyo or Gusto?
Choose Klaviyo if b2c brands wanting an ai-powered crm that combines marketing automation, analytics, and customer service in one platform. Choose Gusto if small businesses under 100 employees.
How much does Klaviyo cost?
Klaviyo starts at $20/mo. Pricing model: Paid.
How much does Gusto cost?
Gusto starts at $40/mo + $6/employee. Pricing model: Paid.
Who should use Klaviyo?
B2C brands wanting an AI-powered CRM that combines marketing automation, analytics, and customer service in one platform.
Who should use Gusto?
Small businesses under 100 employees