{
  "company": {
    "name": "Gusto",
    "website": "https://gusto.com/",
    "record": "https://startuphistory.org/c/gusto.com"
  },
  "status": null,
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  "baseline": {
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    "headline": "We Love Travel",
    "description": "Find travel blogs, hotel reviews, hotels, photos, travelogues, travel journals and more on Gusto! We provide you with great destination information and travel guides, personalized to your own preferen",
    "evidence": "https://web.archive.org/web/20080107011729/http://www.gusto.com:80/",
    "evidence_kind": "internet_archive",
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    "basis": "first_observation",
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          "headline": "We Love Travel",
          "subhead": "Find travel blogs, hotel reviews, hotels, photos, travelogues, travel journals and more on Gusto! We provide you with great destination information and travel guides, personalized to your own preferen",
          "observed_at": "2008-01-07T01:17:29.000Z",
          "evidence": "https://web.archive.org/web/20080107011729/http://www.gusto.com:80/",
          "evidence_kind": "internet_archive"
        }
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      "headline": "We Love Travel",
      "subhead": "Find travel blogs, hotel reviews, hotels, photos, travelogues, travel journals and more on Gusto! We provide you with great destination information and travel guides, personalized to your own preferen",
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      "to": "2008-01-07T01:17:29.000Z",
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      "evidence": "https://web.archive.org/web/20080107011729/http://www.gusto.com:80/",
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          "headline": "Hotels near Perfect.",
          "subhead": "Find travel blogs, hotel reviews, hotels, photos, travelogues, travel journals and more on Gusto! We provide you with great destination information and travel guides, personalized to your own preferen",
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          "evidence": "https://web.archive.org/web/20091003042540/http://www.gusto.com:80/",
          "evidence_kind": "internet_archive"
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        {
          "headline": "Hotels near Perfect.",
          "subhead": "Find discount hotels, hotel reviews, hotel photos and more on Gusto! We provide you with great destination information and free travel guides.",
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          "evidence": "https://web.archive.org/web/20101231125704/http://www.gusto.com/",
          "evidence_kind": "internet_archive"
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        {
          "headline": "Hotels near Perfect.",
          "subhead": "Find discount hotels, hotel reviews, hotel photos and more on Gusto! We provide you with great destination information and free travel guides.",
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          "evidence": "https://web.archive.org/web/20120101043725/http://www.gusto.com/",
          "evidence_kind": "internet_archive"
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        {
          "headline": "Hotels near Perfect.",
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          "evidence": "https://web.archive.org/web/20130727154407/http://www.gusto.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Hotels near Perfect.",
      "subhead": "Find discount hotels, hotel reviews, hotel photos and more on Gusto! We provide you with great destination information and free travel guides.",
      "from": "2009-10-03T04:25:40.000Z",
      "to": "2013-07-27T15:44:07.000Z",
      "captures": 4,
      "evidence": "https://web.archive.org/web/20130727154407/http://www.gusto.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
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          "to": "2013-07-27T15:44:07.000Z"
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    {
      "quote_observed_at": "2015-09-25T11:48:31.000Z",
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          "evidence": "https://web.archive.org/web/20150925114831/https://gusto.com/",
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        }
      ],
      "headline": "The easiest way to care for your team.",
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      "from": "2015-09-25T11:48:31.000Z",
      "to": "2015-09-25T11:48:31.000Z",
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      "seen": {
        "on": "2015-09-25T11:48:31.000Z"
      },
      "current": false
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      "quote_observed_at": "2017-01-11T19:36:07.000Z",
      "variants": [
        {
          "headline": "For HR people who do everything.",
          "subhead": "Gusto offers fully integrated online HR services: payroll, benefits and everything else.",
          "observed_at": "2017-01-11T19:36:07.000Z",
          "evidence": "https://web.archive.org/web/20170111193607/https://gusto.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "For HR people who do everything.",
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      "from": "2017-01-11T19:36:07.000Z",
      "to": "2017-01-11T19:36:07.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20170111193607/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2017-01-11T19:36:07.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2019-07-01T13:17:16.000Z",
      "variants": [
        {
          "headline": "It’s time to tame the chaos of payroll, benefits, and HR.",
          "subhead": "Gusto offers fully integrated online HR services: payroll, benefits and everything else.",
          "observed_at": "2018-07-01T01:24:02.000Z",
          "evidence": "https://web.archive.org/web/20180701012402/https://gusto.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "It’s time to tame the chaos of payroll, benefits, and HR.",
          "subhead": "Gusto offers fully integrated online payroll services that includes HR, benefits, and everything else you need for your business.",
          "observed_at": "2019-07-01T13:17:16.000Z",
          "evidence": "https://web.archive.org/web/20190701131716/https://gusto.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "It’s time to tame the chaos of payroll, benefits, and HR.",
      "subhead": "Gusto offers fully integrated online payroll services that includes HR, benefits, and everything else you need for your business.",
      "from": "2018-07-01T01:24:02.000Z",
      "to": "2019-07-01T13:17:16.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20190701131716/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "seen": {
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          "to": "2019-07-01T13:17:16.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2021-01-02T01:09:25.000Z",
      "variants": [
        {
          "headline": "The All-In-One People Platform for Payroll, Benefits, HR",
          "subhead": "Gusto’s people platform helps businesses like yours onboard, pay, insure, and support your hardworking team. Payroll, benefits, and more.",
          "observed_at": "2021-01-02T01:09:25.000Z",
          "evidence": "https://web.archive.org/web/20210102010925/https://gusto.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "The All-In-One People Platform for Payroll, Benefits, HR",
      "subhead": "Gusto’s people platform helps businesses like yours onboard, pay, insure, and support your hardworking team. Payroll, benefits, and more.",
      "from": "2021-01-02T01:09:25.000Z",
      "to": "2021-01-02T01:09:25.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20210102010925/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2021-01-02T01:09:25.000Z"
      },
      "current": true
    }
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    {
      "n": 1,
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      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “We Love Travel” to “Hotels near Perfect.”.",
      "between": {
        "from": "2008-01-07T01:17:29.000Z",
        "to": "2009-10-03T04:25:40.000Z"
      },
      "evidence": "https://web.archive.org/web/20091003042540/http://www.gusto.com:80/",
      "evidence_kind": "internet_archive",
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      "topic": null
    },
    {
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      "id": "page-57791253f4ee0290901ba7c32c14665dd35255bf5d50001067f5a0aa54157410:5d175aedd2b688c6d35a5b5e5ee4a3281197005725dd5e2b8c7b5f7f38e88d2d:headline:fdce638fd0b27c4e",
      "before_evidence": "https://web.archive.org/web/20130727154407/http://www.gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
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      "between": {
        "from": "2013-07-27T15:44:07.000Z",
        "to": "2015-09-25T11:48:31.000Z"
      },
      "evidence": "https://web.archive.org/web/20150925114831/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 3,
      "id": "page-57791253f4ee0290901ba7c32c14665dd35255bf5d50001067f5a0aa54157410:5d175aedd2b688c6d35a5b5e5ee4a3281197005725dd5e2b8c7b5f7f38e88d2d:gtm:74f755ba679ab708",
      "before_evidence": "https://web.archive.org/web/20130727154407/http://www.gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
        "from": "2013-07-27T15:44:07.000Z",
        "to": "2015-09-25T11:48:31.000Z"
      },
      "evidence": "https://web.archive.org/web/20150925114831/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
    },
    {
      "n": 4,
      "id": "page-57791253f4ee0290901ba7c32c14665dd35255bf5d50001067f5a0aa54157410:5d175aedd2b688c6d35a5b5e5ee4a3281197005725dd5e2b8c7b5f7f38e88d2d:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20130727154407/http://www.gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2013-07-27T15:44:07.000Z",
        "to": "2015-09-25T11:48:31.000Z"
      },
      "evidence": "https://web.archive.org/web/20150925114831/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 5,
      "id": "classifier-5d175aedd2b688c6d35a5b5e5ee4a3281197005725dd5e2b8c7b5f7f38e88d2d:d029a7ef13624cf3dfb2cd732ab2f8da51c2bb299a38c2592c897b853f2872ab:repositioning",
      "before_evidence": "https://web.archive.org/web/20150925114831/https://gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “The easiest way to care for your team.” to “For HR people who do everything.”.",
      "between": {
        "from": "2015-09-25T11:48:31.000Z",
        "to": "2017-01-11T19:36:07.000Z"
      },
      "evidence": "https://web.archive.org/web/20170111193607/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 6,
      "id": "page-5d175aedd2b688c6d35a5b5e5ee4a3281197005725dd5e2b8c7b5f7f38e88d2d:d029a7ef13624cf3dfb2cd732ab2f8da51c2bb299a38c2592c897b853f2872ab:gtm:38f0fe27a40f24c1",
      "before_evidence": "https://web.archive.org/web/20150925114831/https://gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Dropped its free sign-up; visitors are now asked to book a demo.",
      "between": {
        "from": "2015-09-25T11:48:31.000Z",
        "to": "2017-01-11T19:36:07.000Z"
      },
      "evidence": "https://web.archive.org/web/20170111193607/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/switched-to-sales-led"
    },
    {
      "n": 7,
      "id": "page-5d175aedd2b688c6d35a5b5e5ee4a3281197005725dd5e2b8c7b5f7f38e88d2d:d029a7ef13624cf3dfb2cd732ab2f8da51c2bb299a38c2592c897b853f2872ab:compliance:55948c98099e52d0",
      "before_evidence": "https://web.archive.org/web/20150925114831/https://gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "compliance",
      "label": "Compliance",
      "summary": "Now states HIPAA compliance on its homepage.",
      "between": {
        "from": "2015-09-25T11:48:31.000Z",
        "to": "2017-01-11T19:36:07.000Z"
      },
      "evidence": "https://web.archive.org/web/20170111193607/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-hipaa"
    },
    {
      "n": 8,
      "id": "page-d029a7ef13624cf3dfb2cd732ab2f8da51c2bb299a38c2592c897b853f2872ab:b712d88525095471ed1f933000f208abac94adc49159c44e619b06bdc65fe23d:headline:5493e698c1e52eee",
      "before_evidence": "https://web.archive.org/web/20170111193607/https://gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “For HR people who do everything.” to “It’s time to tame the chaos of payroll, benefits, and HR.”.",
      "between": {
        "from": "2017-01-11T19:36:07.000Z",
        "to": "2018-07-01T01:24:02.000Z"
      },
      "evidence": "https://web.archive.org/web/20180701012402/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 9,
      "id": "page-05f49f73e583f09699e11f95d92e3be4502ff26152acaa66d6d99e4556cfbcaf:f97b992dfc58a56c9f84557736cd9ab3a34e38ced70250c191d3da81a3b9d396:pricing:443539c78814f9ad",
      "before_evidence": "https://web.archive.org/web/20190701131716/https://gusto.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Changed listed prices from $45 / month to $25 / month.",
      "between": {
        "from": "2019-07-01T13:17:16.000Z",
        "to": "2021-01-02T01:09:25.000Z"
      },
      "evidence": "https://web.archive.org/web/20210102010925/https://gusto.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/changed-prices"
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Gusto” company record, https://startuphistory.org/c/gusto.com"
}