Every category where a model named QuickBooks Payroll for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant
Payroll software	Core HR and payroll	0%	12 of 43	25%	16	criticized challenger
Frontline employee apps	Onboarding and employee experience	0%	43 of 97	0%	1	under 10 labels · led by Connecteam at 56%

Movement

This is the first edition on this tier, so no move can be computed for QuickBooks Payroll yet. From the next edition this section shows, per buyer segment, whether its share moved by more than the measured noise floor.

By model

How each model treated QuickBooks Payroll across every prompt where it was named for a mid-market B2B company. Twelve models, six prompts per category.

Model	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	1	0	0	1
GPT-5.4 mini	1	0	0	1
Gemini 3.5 Flash	1	0	1	2
Perplexity Sonar	0	1	0	1
Grok 4.1 Fast	1	0	0	1
Mistral Small	0	0	0	0
DeepSeek V4 Flash	1	0	1	2
Llama 4 Maverick	0	0	0	0
Qwen 3.7 Flash	1	0	0	1
Kimi K2	1	0	0	1
GLM 4.7 FlashX	3	0	1	4
MiniMax M2.5	2	0	1	3

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct8 labelsNone

Paraphrase7 labelsNone

Comparative17 labelsNone

Budget-constrained8 labelsNone

Scale-constrained5 labelsNone

Negative25 labels1not counted in share

First choiceAlternativeMentionNegative70 labels in all, every segment counted; 0 of the 1 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“better for smaller teams already using QuickBooks who need their ledgers to sync in real-time” Claude Haiku 4.5 · Payroll software · comparative prompt · alternative

“Best if you’re already using QuickBooks; deep integration with accounting workflows.” GLM 4.7 FlashX · Payroll software · paraphrase prompt · alternative

“Best For: Businesses already deeply embedded in the QuickBooks accounting ecosystem.” Gemini 3.5 Flash · Payroll software · comparative prompt · alternative

“Best for Integrations ... Already using QuickBooks: QuickBooks Payroll” Kimi K2 · Payroll software · comparative prompt · alternative

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“Extremely poor support: long hold times, repeated transfers, and unhelpful reps. Frequent glitches” GLM 4.7 FlashX · Payroll software · negative prompt · hard negative

“Platforms to Approach with Caution ... 1. QuickBooks Payroll ... Tax filing failures” MiniMax M2.5 · Payroll software · negative prompt · hard negative

“Heavily criticized for: Very poor support” DeepSeek V4 Flash · Payroll software · negative prompt · hard negative

“notoriously risky for payroll compliance and customer support” Gemini 3.5 Flash · Payroll software · negative prompt · soft negative

Named alongside

The products named in the same answers as QuickBooks Payroll, over the 68 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and QuickBooks Payroll was named but was not.

ProductSame answerTook the first choice insteadHead to head

Gusto62 of 6840Not in the top three

OnPay42 of 682Not in the top three

Rippling40 of 683Not in the top three

Patriot Payroll35 of 687Not in the top three

ADP30 of 680Not in the top three

Paychex Flex27 of 680Not in the top three

ADP RUN17 of 680Not in the top three

Paycom15 of 680Not in the top three

Paycor11 of 680Not in the top three

Paylocity11 of 680Not in the top three

A head-to-head page exists where both products are in a category's top three. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named QuickBooks Payroll. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, four of the twelve in this edition, so these counts come from 57 of the 68 answers that named QuickBooks Payroll and are not a share of its labels.

Domains cited

forbes.com44

adp.com20

fitsmallbusiness.com20

pcmag.com20

gusto.com19

reddit.com18

learn.g2.com17

technologyadvice.com15

peoplemanagingpeople.com14

rippling.com13

200 of the 200 domain citations in answers naming QuickBooks Payroll came from somebody else's page.

Pages cited

forbes.com/advisor/business/software/best-payroll-services42

pcmag.com/picks/best-payroll-services19

fitsmallbusiness.com/best-payroll-software-reviews18

adp.com/resources/articles-and-insights/articles/t/the-best-payroll-software-providers-for15

technologyadvice.com/payroll-software15

learn.g2.com/best-payroll-software14

cnbc.com/select/best-payroll-services-small-business12

onpay.com/insights/best-small-business-payroll-software-picks11

Pages are listed as the models cited them.

Names read as QuickBooks Payroll

What the judge wrote, as written, with how often. The vendor table decides that these count as QuickBooks Payroll; a claim can dispute any of them.

Intuit (QuickBooks Payroll) 1Intuit Payroll / QuickBooks Payroll 1QuickBooks Online (QBO) Payroll 1QuickBooks Payroll (QuickBooks Workforce) 1

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Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when QuickBooks Payroll's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as QuickBooks Payroll, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

It does not get any change to labels, shares or verdicts, any preview, or any say over which quotes appear. A verification link goes to your work email; an address at quickbooks.com is approved on the spot, any other address is reviewed by hand.

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