ZenPayroll

ZenPayroll is the original name of Gusto in Gusto Co-Founders: Josh Reeves, Edward Kim & Tomer London. Eddie Kim / Edward Kim bought the domain shortly before Demo Day, and Paul Graham approved the name at the time. The company publicly launched under this name in December 2012 after narrowing its first product to a carefully scoped payroll workflow.

The source frames the later 2015 rebrand as a strategy signal. Payroll remained the trust-critical core, but the founders wanted the company name to fit a broader Entrepreneurship Infrastructure path that included benefits and other small-business workflows.

Connections

• Gusto - later company name.
• Josh Reeves, Eddie Kim / Edward Kim, and Tomer London - founders.
• Y Combinator and Paul Graham - accelerator and naming context.
• Payroll Infrastructure Trust and Regulated Workflow Wedge - concepts tied to the original product wedge.