For years, technology in accounting has been focused on making the work more efficient – streamlining payroll, reducing manual steps, and helping firms serve clients with more accuracy and confidence.
AI is accelerating that shift. Tasks that used to take hours now take minutes. Processes are smoother. Teams have more capacity than they did before.
And firms are starting to ask a new question: how do we use that capacity to grow?
The firms pulling ahead aren’t just reinvesting in more work. They’re using AI to be more intentional about how they grow their practice – getting clearer on who they serve, showing up more consistently in the right places, and creating more opportunities to grow high-value revenue through advisory services.
That kind of growth doesn’t happen automatically. It requires new habits, new workflows, and the right support.
At Gusto, we’ve always helped firms run client work more efficiently. But being a partner means looking at the full picture – how your firm operates today and how it grows over time.
That's why we're introducing AI-powered practice tools for Gusto Pro Partners to address the three most common bottlenecks to firm growth: not enough new clients, underutilized advisory revenue, and operational overhead that scales with headcount instead of against it. Built in partnership with Gumloop, these agents help firms move faster with AI by applying proven best practices, so you can skip building from scratch and start seeing value sooner.
Our first in a series of 3 tools designed for accounting firms, Firm Growth Agents, is to help you strengthen how you show up online, find better-fit clients, and start more conversations with less friction. And it’s just the beginning as we continue building new partner program benefits to help your firm grow.
Introducing firm growth agents
The strongest firms grow by showing up in the right places, attracting the right clients, and starting the right conversations. Gumloop’s Firm Growth Agents help make that happen by bringing structure and momentum to the way your firm connects and grows. The practice tools include 3 agents to help you build pipeline: Website Audit Agent, Prospecting Agent and Sales Outreach Agent.
1. Digital presence audit
Before a prospect ever fills out a form or books a call, they're likely sizing up your firm online — checking your website, your reviews, your business listing, maybe your social presence. In a few minutes, they've formed an impression: Does this firm feel credible? Current? Like the right fit for a business like mine?
Running a Digital Presence Audit helps you see your firm the way a prospective client might. It reviews your presence across key online touchpoints, scores it across 15 factors, and highlights the areas that may need attention — no marketing or SEO background required. The result is a clearer picture of where you stand and a concrete list of improvements that make your firm easier to choose.
2. Prospecting agent
Referrals and inbound leads still matter. But they don't give you much control over who comes through the door.
The Prospecting Agent helps you take a more deliberate approach. Define the characteristics of a business that's a strong fit for your firm — industry, size, service needs — and the agent identifies businesses in your market that match that profile. The result is a focused list your team can review and act on.
3. Sales outreach agent
Even when you know who you want to reach, starting the outreach can be the hardest part. Drafting messages, personalizing them, and following up consistently can be pushed behind client work -- not because it doesn't matter, but because something more urgent always does.
The Sales Outreach Agent helps you get that process moving. It drafts personalized outreach emails based on the businesses you want to contact and the services your firm offers. Your team reviews each draft, edits where needed, and decides what to send. It also tracks follow-up activity so promising opportunities don't get lost.
Ready to get started?
Gumloop’s Firm Growth Agents are available to all Gusto Pro Partners, with free access for two months, covered by Gusto. Free access is first-come, first-served with limited availability. Terms apply.
