Summary: Gusto launches price matching for new customers

Why It Matters: Gusto is now using aggressive pricing to win over customers who currently use other payroll services. This makes it easier for people to leave their current provider.

What Changed:

• Added a limited-time price match offer for businesses switching from other providers.
• Introduced a "Contractor Only" plan with a $0 monthly base fee (previously $35) for a limited time.
• Added a new "Gusto Solo" plan specifically for S corp owners and solopreneurs at $49/month.
• Updated the homepage with new social proof, claiming a #1 satisfaction score and 400,000+ customers.
• Added a "Compare" section to the main navigation to show how the product stacks up against rivals.