Every category where a model named GoCo 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
Benefits administration	Core HR and payroll	2%	10 of 54	0%	3	under 10 labels · led by PlanSource at 23%
HR compliance and policy management	Core HR and payroll	2%	14 of 84	0%	2	under 10 labels · led by Rippling at 16%
HRIS and HCM platforms	Core HR and payroll	0%	15 of 46	0%	3	under 10 labels · led by Rippling at 22%
Leave and absence management	Core HR and payroll	0%	40 of 89	0%	2	under 10 labels · led by BambooHR at 28%
HR help desk and case management	Onboarding and employee experience	0%	47 of 92	0%	1	under 10 labels · led by Zoho Desk at 26%
Performance management	Performance and talent management	0%	39 of 60	0%	1	under 10 labels · led by Lattice at 41%

Movement

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

By model

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

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

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

Direct3 labelsNone

Paraphrase3 labelsNone

Comparative10 labelsNone

Budget-constrained8 labels3

Scale-constrained2 labelsNone

Negative1 labelNone

First choiceAlternativeMentionNegative27 labels in all, every segment counted; 3 of the 3 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.

“GoCo offers the best balance of affordability ($5\u20136 PEPM), transparent pricing, and solid compliance features” DeepSeek V4 Flash · HR compliance · budget prompt · first choice

“For tightest budget, consider Ease or GoCo (around $4-5/employee)” MiniMax M2.5 · Benefits administration · budget prompt · first choice

“HR platform with built-in help desk features, good for mid-sized businesses wanting an all-in-one solution.” MiniMax M2.5 · HR help desk · direct prompt · alternative

“GoCo stands out for its modular, "build-your-own" approach and strong automation capabilities.” Qwen 3.7 Flash · HRIS and HCM platforms · 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.

No model argued against it.

Named alongside

The products named in the same answers as GoCo, over the 27 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and GoCo was named but was not.

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ProductSame answerTook the first choice insteadHead to head

Gusto22 of 2712Not among the top eight

BambooHR20 of 271Not among the top eight

Rippling14 of 272Not among the top eight

TriNet Zenefits10 of 271Not among the top eight

Deel7 of 270Not among the top eight

Justworks7 of 270Not among the top eight

OnPay6 of 270Not among the top eight

Employee Navigator5 of 273Not among the top eight

Ease4 of 272Not among the top eight

ADP Workforce Now4 of 270Not among the top eight

A head-to-head page exists where both products are among a category's top eight. 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 GoCo. 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 25 of the 27 answers that named GoCo and are not a share of its labels.

Domains cited

guideflow.com11

peoplemanagingpeople.com10

forbes.com9

hrstacks.com9

rippling.com9

gusto.com8

hrpaypick.com8

business.org7

technologyadvice.com7

firsthr.app6

Eighty-four of the eighty-four domain citations in answers naming GoCo came from somebody else's page.

Pages cited

hrstacks.com/best-benefits-administration-software9

hrpaypick.com/best-benefits-software-small-business8

business.org/hr/benefits/best-employee-benefits-administration-software7

gusto.com/resources/guides/best-benefits-admin-software7

pcmag.com/picks/the-best-benefits-administration-software6

cxeverywhere.com/tools/benefits-administration-software5

forbes.com/advisor/business/software/hris-systems5

guideflow.com/blog/benefits-administration-software5

Pages are listed as the models cited them.

Follow GoCo

An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.

Already following? Everything you follow, with a stop for each.

Is this your product?

Claim this page

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 GoCo'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 GoCo, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

With a new claim: the vendor brief

A new claim receives the current edition's vendor brief for GoCo by email, built from the raw record of the edition. It shows:

where GoCo is named, by buyer and by framing, and which cells hold its first choices;
the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
its vocabulary against the segment leader's, and the pages the models cited;
who was chosen in the answers that did not name GoCo, and every reason the record gives;
a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
one page of published figures cleared to show a buyer.

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 goco.io is approved on the spot, any other address is reviewed by hand.

Your name and company appear on the claimed page, or the company alone if you ask below. A title and a LinkedIn address appear there too if you give them, and are left off if you do not. Your email address is never published.