The State of SMB HR & Payroll with Special Guest Matt Vaadi

On this episode, Pete and Julie welcome Matt Vaadi, longtime payroll industry exec, CEO of GuHRoo, and host of The Payrollin’ Podcast, to take the pulse on the small businesses buyer and talk about the realities of the marketplace for SMB HR and payroll solutions.

From tech-first vs service-first buyers to the rise of niche payroll providers, Matt offers an insider’s view of how small and mid-sized businesses are buying, switching, and scaling HR and payroll today. The conversation explores why overcrowding in the HCM and payroll market is reshaping go-to-market strategies, why centers of influence like CPAs, brokers, and consultants are more powerful than ever, and how private equity and consolidation are quietly redefining PEO and ASO models.

The group also digs into the future of embedded payroll, AI-driven automation, and why many SMB buyers are demanding API-driven, workflow-centric platforms instead of traditional systems. Matt shares how specialization is driving higher growth and valuations, and what HR tech and payroll vendors must do to stay competitive in a market where trust, simplicity, and integration now matter more than brand.

Connect with Matt:

LinkedIn: https://www.linkedin.com/in/mattvaadi/

https://www.guhroo.co/

https://www.payrollinpodcast.com/

Connect with the show:

LinkedIn: http://linkedin.com/company/hr-payroll-2-0

X: @HRPayroll2_0

X: @PeteTiliakos

X: @JulieFer_HR

BlueSky: @hrpayroll2o.bsky.social

YouTube: https://www.youtube.com/@HRPAYROLL2_0

WRKDefined Podcast Network: https://wrkdefined.com/podcast/hr-payroll-20