Payrollin'

WRKdefined Podcast Network

The nationals are coming for your clients. Consolidation is crushing margins. And if you're not keeping up with the latest in the payroll and HR industry, you're going to get left behind. Welcome to Payrollin'. The no-BS podcast for independent payroll bureau owners and leaders who are done getting squeezed by ADP, Paychex, and the private equity machines swallowing up the industry. Hosted by Matt Vaadi, founder of guHRoo (a PEO) and Outsourced Scale (offshore staffing for payroll providers), this show delivers the strategies you need to survive — and thrive — while the middle collapses around you. Every week, you'll get: → Industry intel on the billion-dollar deals reshaping payroll  → Proven tactics to scale past the 7-figure barrier  → Real talk on margins, pricing, and profitability  → Strategies to compete without killing your bottom line  → Guests who've sold, scaled, or disrupted the status quo Whether you're fighting margin compression, exploring industry partnerships, or figuring out how to scale without sacrificing service, this podcast cuts through the corporate speak and gives you actionable pathways forward. Because if you're not specializing in a niche or adding serious value beyond commoditized payroll, you're racing to the bottom. Subscribe to Payrollin' and join 1,000+ payroll industry professionals who get the Wednesday newsletter breaking down what's happening in the industry — and what it means for your business.

  1. 2d ago

    How to Start an ASO (Payroll Bureau Guide)

    Join the show live every Thursday for a conversation you can’t find anywhere else: https://grow.payrollinpodcast.com/ Your payroll clients keep asking for HR support. But when does adding an ASO become a smart growth move instead of an expensive distraction? In this episode of the Payroll Growth Show, Matt Vaadi shares lessons from 12 years of building and evolving an ASO. He explains why 250 payroll clients may be the ideal starting point, how a 10% to 20% attachment rate changes the math, and why smaller ASO accounts can consume more resources than expected. You’ll learn: How to know when your payroll company is ready for an ASO The technology and people required to support it What your ASO should include and where to draw the line Why scope creep can quickly drain your team How to structure ASO pricing and monthly minimums Why Matt increased his minimum from $500 to $1,000 The risks of offering recruiting and benefits administration Why HR services work better when connected to payroll How a 60-question HR audit improves client onboarding If you’re considering adding HR services, expanding beyond payroll, or building a more scalable ASO model, this episode will help you understand what to put in place before you launch. ⏰ TIMESTAMPS: 00:00 The Payroll Sales Habit I Finally Broke 01:13 Why Selling Season Starts Now 02:04 Don't Sell Everything to Everyone 02:50 The "Big Domino" That Closes More Deals 05:10 Stop Fighting ADP on Their Terms 05:50 The ELF Framework Explained 07:43 Why We Ignore Most Prospects 07:46 How We Narrow 50,000 Contacts to 400 09:00 My Favorite Low-Pressure Sales Call 10:40 Warm Prospects Before You Pitch 11:45 August Is When January Deals Are Won12:23 Engineer Your Selling Season 12:48 Final Thoughts Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed) → https://www.payrollinpodcast.com/ 🎯 THIS WEEK'S RESOURCE: 📘’Ping-Pong is not a Strategy’ - Matt Vaadi’s bestselling book gives insight on creating an awesome culture. https://a.co/d/aCYbX2U 💡 SCALE YOUR BUREAU WITH OUR HELP: 1️⃣ Add PEO Services- New revenue stream without new clients → Learn more: https://www.guhroo.co/partners/ 2️⃣ Hire Virtual Assistants - Scale operations at 70% less cost → https://www.outsourcedscale.com/ 3️⃣ Marketing That Works - Get the system we use → https://underdogdigital.co/ 🔔 SUBSCRIBE for weekly payroll growth strategies: → Hit the bell to never miss an episode 💬 CONNECT WITH MATT: LinkedIn: https://www.linkedin.com/in/mattvaadi Facebook Group: https://www.facebook.com/groups/payrollinnovation information When should a payroll company add HR services? How many payroll clients do you need before starting an ASO? How should payroll companies price ASO services? What services should an ASO include? What is the difference between an ASO and a PEO? Can you offer outsourced HR without payroll? How do you prevent scope creep in an ASO? Should an ASO offer benefits administration? What technology does an AS

  2. Aug 5

    I've Sold Payroll for 20 Years. Here's What I'd Change.

    Join the show live every Thursday for a conversation you can’t find anywhere else: https://grow.payrollinpodcast.com/ If you're still selling payroll the same way you did years ago, this episode might completely change your approach. After nearly 20 years of leading with the highest-priced solution and working backward, Matt challenges one of his longest-held sales habits and explains why the better strategy isn't starting high or low. It's about changing the game entirely. In this episode, you'll learn: Why selling season starts in August, not January The biggest mistake payroll and PEO sales teams make How to stop competing on features and price Why narrowing 50,000 prospects to just 400 can produce better results The 7-touch rule that helps buyers make a decision The ELF Framework for choosing your ideal clients Why profiling calls outperform traditional cold calls How to prepare your sales pipeline before the January buying season Whether you're in payroll, PEO, HR, HCM, ASO, or B2B sales, these practical strategies will help you build a more focused pipeline, create better conversations, and win more business during the selling season. ⏰ *TIMESTAMPS:* 00:00 The Payroll Sales Habit I Finally Broke 01:13 Why Selling Season Starts Now 02:04 Don't Sell Everything to Everyone 02:50 The "Big Domino" That Closes More Deals 05:10 Stop Fighting ADP on Their Terms 05:50 The ELF Framework Explained 07:43 Why We Ignore Most Prospects 07:46 How We Narrow 50,000 Contacts to 400 09:00 My Favorite Low-Pressure Sales Call 10:40 Warm Prospects Before You Pitch 11:45 August Is When January Deals Are Won 12:23 Engineer Your Selling Season 12:48 Final Thoughts Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed) → https://www.payrollinpodcast.com/ 🎯 THIS WEEK'S RESOURCE:💡Take your payroll company to the next level. Get expert strategies for rapid growth! https://go.guhroo.co/payroll-company-growth 💡 SCALE YOUR BUREAU WITH OUR HELP: 1️⃣ Add PEO Services - New revenue stream without new clients → Learn more: https://www.guhroo.co/partners/ 2️⃣ Hire Virtual Assistants - Scale operations at 70% less cost → https://www.outsourcedscale.com/ 3️⃣ Marketing That Works - Get the system we use → https://underdogdigital.co/ 🔔 SUBSCRIBE for weekly payroll growth strategies: → Hit the bell to never miss an episode 💬 CONNECT WITH MATT: LinkedIn: https://www.linkedin.com/in/mattvaadi Facebook Group: https://www.facebook.com/groups/payrollinnovation information #payroll #payrollservices #bureauowner When does the payroll selling season start? How do payroll companies get clients? How do you sell HR services? How do you get payroll clients? How do you prospect for payroll? How do you build a payroll sales pipeline? How do you sell payroll without competing on price? Should you lead with payroll or PEO? How do you prepare for January payroll sales? How do you find payroll prospects? What is a profiling call? How do you qualify payroll prospects? How do you niche your payroll business?

  3. Jul 29

    Cold Email? Start With This Simple Setup

    Join the show live every Thursday for a conversation you can’t find anywhere else: https://grow.payrollinpodcast.com/ If you're sending cold emails from your CRM, you may be hurting your deliverability before anyone even reads your message. In this episode of The Payroll Growth Show, Matt Vaadi sits down with Chris Clark, Director of Outreach at Underdog Digital, to break down what actually works for cold email in 2026. They cover the infrastructure behind sending thousands of emails safely, why Gmail and Yahoo's spam updates changed everything, and the simple framework that's generating real conversations, not just more sends. In this episode: • Why HubSpot, Zoho, and CRMs aren't built for cold email • The safest way to send 7,000+ cold emails per month • Why you should only send 20–30 emails per inbox daily • How to protect your primary domain reputation • The cold email infrastructure that costs around $50/month • Why a 1–2% response rate is actually a win• The ideal cold email length and sequence• How to build better prospect lists and validate emails• The biggest mistakes businesses make with cold outreach Whether you're in payroll, HR, PEO, accounting, or B2B sales, this episode offers practical advice you can implement immediately to improve your outreach and book more conversations.. ⏰ *TIMESTAMPS:* 00:00 Intro 00:31 Meet Chris Clark (Underdog Digital) 01:08 CRM vs. Cold Email Infrastructure 03:01 How to Scale Cold Email Safely 04:10 Gmail Sending Limits Explained 05:23 Protecting Your Domain Reputation 06:57 Cold Email Copy That Converts07:51 Why 30–75 Words Works Best 08:41 Outsourced Scale 09:50 The Cold Email Framework 10:49 Why Copy Isn't the First Priority 11:30 Scaling Outreach Without Burning Time 12:34 Why Cold Email Still Works 13:52 Building High-Quality Lead Lists 15:01 Defining Your ICP15:28 Email Verification Best Practices 16:28 Don't Fill Your CRM With Cold Leads 17:01 Watch the Live Payroll Growth Show Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed) → https://www.payrollinpodcast.com/ 🎯 THIS WEEK'S RESOURCE:💼Three Keys to Expand Your Payroll Business. Learn the top tactics to scale and grow your payroll company https://youtu.be/6aW8RmVj8OE 💡 SCALE YOUR BUREAU WITH OUR HELP: 1️⃣ Add PEO Services - New revenue stream without new clients → Learn more: https://www.guhroo.co/partners/ 2️⃣ Hire Virtual Assistants - Scale operations at 70% less cost → https://www.outsourcedscale.com/ 3️⃣ Marketing That Works - Get the system we use → https://underdogdigital.co/ 🔔 SUBSCRIBE for weekly payroll growth strategies: → Hit the bell to never miss an episode 💬 CONNECT WITH MATT: LinkedIn: https://www.linkedin.com/in/mattvaadi Facebook Group: https://www.facebook.com/groups/payrollinnovation information 👉 TODAY'S GUEST: Chris Clark, Director of Outreach at Underdog Digital Chris Runs cold outreach infrastructure and campaigns for Underdog Digital and its clients, from domain setup to list building and copy. Find Chris on LinkedIn here: https://www.linkedin.com/in/bychrisclark/ #payroll #payrollservices #bureauowner   How do you scale cold email? How many cold emails should I send per day? What is a good cold email response rate? Why are my cold emails going to spam? How do I improve email deliverability? How many inboxes do I need for cold email? How do I protect my email domain? Best cold email strategy 2026 Cold email best practices mail deliverability tips Sales outreach strategies

    Cold Email? Start With This Simple Setup
  4. Jul 15

    Stop Posting Daily on LinkedIn. Here's Why.

    Join the show live every Thursday for a conversation you can’t find anywhere else: ⁠https://grow.payrollinpodcast.com/⁠ LinkedIn has changed dramatically in 2026, and many of the strategies that worked just a year ago are no longer effective. In this episode of Payrollin', Matt Vaadi breaks down the biggest LinkedIn algorithm updates and shares a simple 30-minute daily system that can help payroll, HR, PEO, CPA, and B2B service professionals increase their visibility and generate more meaningful engagement. You'll learn: • Why only 1.6% of your followers may be seeing your posts • How LinkedIn's new AI-powered algorithm decides who sees your content• Why saves and shares matter more than likes • The types of AI-generated content LinkedIn is now penalizing • The best posting frequency and times based on the latest research • A simple Engage → Connect → Post framework you can implement in 30 minutes a day • Why LinkedIn newsletters are becoming one of the platform's biggest growth opportunities• Common mistakes that are quietly hurting your reach Whether you own a payroll company, PEO, HR consulting firm, accounting practice, or any B2B service business, these practical strategies will help you stay ahead as LinkedIn continues to evolve. ⏰ *TIMESTAMPS:* 00:00 Only 1.6% See Your Posts01:03 LinkedIn's New AI Algorithm02:13 00:00 Only 1.6% See Your Posts 01:03 LinkedIn's New AI Algorithm 02:13 Forget Likes. Chase This Instead. 02:50 LinkedIn Is Penalizing These Posts 04:29 The 30-Minute Growth System 04:47 Engage First 06:27 Connect Smarter 07:31 Write Better Posts 08:42 Sponsor: Outsource Scale 09:52 The Content Pillar Strategy 10:28 Best Days and Times to Post 11:30 The 30% Reach Trick 12:49 Stop Using Hashtags? 14:35 The Newsletter Hack 15:36 Fix Your Profile 16:15 Final Advice Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed) → https://www.payrollinpodcast.com/ 🎯 *THIS WEEK'S RESOURCE:* 💼Three Keys to Expand Your Payroll Business. Learn the top tactics to scale and grow your payroll company https://youtu.be/6aW8RmVj8OE 💡 *SCALE YOUR BUREAU WITH OUR HELP:* 1️⃣ *Add PEO Services* - New revenue stream without new clients → Learn more: https://www.guhroo.co/partners/ 2️⃣ *Hire Virtual Assistants* - Scale operations at 70% less cost → https://www.outsourcedscale.com/ 3️⃣ *Marketing That Works* - Get the system we use → https://underdogdigital.co/ 🔔 *SUBSCRIBE for weekly payroll growth strategies:* → Hit the bell to never miss an episode 💬 *CONNECT WITH MATT:* LinkedIn: https://www.linkedin.com/in/mattvaadi Facebook Group: https://www.facebook.com/groups/payrollinnovation #payroll #payrollservices #bureauowner How does the LinkedIn algorithm work in 2026? What changed in the LinkedIn algorithm? Why is my LinkedIn reach so low? Why are my LinkedIn posts getting fewer views? How do I get more views on LinkedIn? How do I increase LinkedIn engagement? How do I grow on LinkedIn in 2026? How often should I post on LinkedIn? What time should I post on LinkedIn? How to use LinkedIn for B2B sales

  5. Jun 30

    How to Build the Referral Relationships That Actually Send You Deals

    Most payroll reps are chasing the wrong CPA partners. Here's the framework that fixes it. In this episode, Matt Vaadi breaks down the 10V4 program — the exact partner strategy his team uses to generate 40 referral opportunities per rep from CPA channels alone. It starts with one simple reframe: stop hunting for the one big honey hole and start building 10 solid relationships with a system behind them. In this episode, Matt covers: → The 10V4 framework and why it replaced everything else → How to lead with value before you ever make an ask → The lunch-and-learn menu strategy that cracks open entire CPA firms → How to out-relationship ADP without their budget or their CPA-centric reps → The specific referral ask that most payroll reps completely botch → Why 6-8 touches is the real number before a CPA will ever send you business Whether you're building your first CPA partner list or trying to systematize an existing one, this episode gives you the full playbook. ⏱️ TIMESTAMPS: 00:00 -- The 10V4 framework that changed everything 01:19 -- Why chasing the big CPA firm is the wrong move 02:10 -- How to compete against ADP without their budget 03:04 -- Leading with value: the lunch-and-learn menu strategy 05:20 -- Building rapport and going wide inside the firm 06:57 -- Outsourced Scale ad 08:33 -- How to make the ask (and why vague asks kill referrals) 10:02 -- How to systematize your 10 CPA partner relationships 📧 GET THE INSIDER NEWSLETTER Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed) → https://www.payrollinpodcast.com/ 🎯 THIS WEEK'S RESOURCE: 💼 Scale Your Operations with a Virtual Assistant Hire an AI-trained EA for your payroll or HR firm at 70% less cost → https://www.outsourcedscale.com/ 💡 SCALE YOUR BUREAU WITH OUR HELP: 1️⃣ Add PEO Services - New revenue stream without new clients → Learn more: https://www.guhroo.co/partners/ 2️⃣ Hire Virtual Assistants - Scale operations at 70% less cost → https://www.outsourcedscale.com/ 3️⃣ Marketing That Works - Get the system we use → https://underdogdigital.co/ 🔔 SUBSCRIBE for weekly payroll growth strategies: → Hit the bell to never miss an episode 💬 CONNECT WITH MATT: LinkedIn:   / mattvaadi   Facebook Group:   / payrollinnovation   How do payroll bureaus get referrals from CPA firms? How to build a CPA partner strategy for payroll sales How to get CPA accountants to refer payroll clients How to compete with ADP as a small payroll bureau What is the 10V4 sales framework? How many CPA partners do I need to hit my sales quota? How do independent payroll companies build referral pipelines? How to stay top of mind with CPA referral partners How to ask for referrals from accountants How to grow a payroll business through partner channels

    How to Build the Referral Relationships That Actually Send You Deals
  6. Jun 25

    How to Grow Payroll Revenue Without Finding a Single New Client

    Join the show live every Thursday for a conversation you can’t find anywhere else: https://grow.payrollinpodcast.com/ Are you spending too much time chasing new payroll clients while ignoring the revenue already sitting in your client base? Most payroll providers focus heavily on new sales, but the data tells a different story. ADP expects roughly 50% of its new revenue to come from existing customers, and when they expand a payroll client into HR, ASO, or PEO services, the lifetime value can increase dramatically. In this episode of The Payroll Growth Show, Matt Vaadi breaks down how payroll companies can generate more revenue, improve retention, and create deeper client relationships without increasing their marketing budget. You'll learn: • Why existing clients may be your biggest growth opportunity • How to identify "white space" opportunities in your client base • A simple framework for payroll, HR, benefits, workers' comp, and time-tracking upsells • How quarterly business reviews (QBRs) can drive revenue growth • Ways to use AI to uncover buying signals and retention risks • Common mistakes payroll firms make when expanding services • Practical strategies you can implement immediately Whether you're an independent payroll bureau, PEO, CPA firm, HR provider, or payroll sales leader, this episode offers actionable ideas for increasing client lifetime value and growing revenue from the customers you already serve. ⏰ *TIMESTAMPS:* 0:00 Why ADP Gets 50% of Revenue from Existing Clients 2:02 The Growth Grid Explained 4:31 Finding Hidden Revenue in Your Client Base 6:06 The Simple Upsell Conversation Framework 6:57 The ADP Playbook: $450K from 180 Accounts 9:48 Using AI to Find Buying Signals 12:26 Quarterly Business Reviews That Drive Growth 14:40 Predicting Client Churn with AI 15:39 One-to-Many Upsell Strategies 18:02 The 50/50 Growth Model for Payroll Companies 📧 *GET THE INSIDER NEWSLETTER* Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed) → https://www.payrollinpodcast.com/ 🎯 *THIS WEEK'S RESOURCE:* 💼Three Keys to Expand Your Payroll Business. Learn the top tactics to scale and grow your payroll company https://youtu.be/6aW8RmVj8OE 💡 *SCALE YOUR BUREAU WITH OUR HELP:* 1️⃣ *Add PEO Services* - New revenue stream without new clients → Learn more: https://www.guhroo.co/partners/ 2️⃣ *Hire Virtual Assistants* - Scale operations at 70% less cost → https://www.outsourcedscale.com/ 3️⃣ *Marketing That Works* - Get the system we use → https://underdogdigital.co/ 🔔 *SUBSCRIBE for weekly payroll growth strategies:* → Hit the bell to never miss an episode 💬 *CONNECT WITH MATT:* LinkedIn: https://www.linkedin.com/in/mattvaadi Facebook Group: https://www.facebook.com/groups/payrollinnovation #payroll #payrollservices #bureauowner

    How to Grow Payroll Revenue Without Finding a Single New Client
  7. Jun 11

    BambooHR, Paylocity, and Asure Just Launched Managed Payroll. Now What?

    Three major payroll vendors launched managed payroll solutions within weeks of each other. Coincidence? Probably not. In this episode of Payrollin’, Matt Vaadi shares what’s really happening behind the recent managed payroll announcements from BambooHR, Paylocity, and Asure. Is this just another industry buzzword, or is managed payroll becoming the next major growth opportunity for payroll providers, bureaus, and PEOs? Matt explores: • Why payroll software companies are suddenly moving into managed services • The difference between payroll software support and true managed payroll • How AI and automation may be changing the economics of payroll operations • The pricing models being introduced and what they mean for margins • Why some providers could be leaving significant revenue on the table • The role brokers are playing in the growth of managed payroll offerings • Whether managed payroll is a threat, an opportunity, or both One earnings call revealed that managed payroll could generate 2 to 3 times the revenue of a traditional payroll-only client. That number alone is worth paying attention to. ⏰ TIMESTAMPS: 00:00 Managed Payroll's Big Moment 02:00 What It Actually Is 04:00 The ADP Lesson 07:05 Why Everyone Is Launching It 11:13 BambooHR, Paylocity & Asure 15:31 AI Changes the Math 16:45 The 3X Revenue Opportunity 21:00 Managed Payroll vs PEO 24:17 The Broker Opportunity 26:28 The Execution Gap 29:00 Should You Offer It? 30:00 Final Thoughts #PEO #PayrollBusiness #BusinessAcquisition #SmallBusiness #HRTech 📧 GET THE INSIDER NEWSLETTER Weekly strategies for scaling your payroll bureau (1,000+ leaders subscribed) → https://www.payrollinpodcast.com/ 🎯 THIS WEEK'S RESOURCE: 📊 Save Time and Money with a PEO Partner We streamline HR, payroll, and compliance so you can do what you do best: run your business. https://www.guhroo.co/peo-services-concierge-hr/ 💡 SCALE YOUR BUREAU WITH OUR HELP: 1️⃣ Add PEO Services - New revenue stream without new clients → Learn more: https://www.guhroo.co/partners/ 2️⃣ Hire Virtual Assistants - Scale operations at 70% less cost → https://www.outsourcedscale.com/ 3️⃣ Marketing That Works - Get the system we use → https://underdogdigital.co/ 🔔 SUBSCRIBE for weekly payroll growth strategies: → Hit the bell to never miss an episode 💬 CONNECT WITH MATT: LinkedIn: https://www.linkedin.com/in/mattvaadi Facebook Group: https://www.facebook.com/groups/payrollinnovation #payroll #payrollservices How is managed payroll different from payroll software? Can managed payroll replace an internal payroll administrator? How much should payroll companies charge for managed payroll? Is managed payroll more profitable than payroll-only services? Can managed payroll generate 2x or 3x more revenue? What role does AI play in managed payroll? Is managed payroll a threat to PEOs? What is the difference between managed payroll and a PEO? BambooHR, Paylocity, and Asure Just Launched Managed Payroll. Now What?

    BambooHR, Paylocity, and Asure Just Launched Managed Payroll. Now What?

Ratings & Reviews

4.9
out of 5
17 Ratings

About

The nationals are coming for your clients. Consolidation is crushing margins. And if you're not keeping up with the latest in the payroll and HR industry, you're going to get left behind. Welcome to Payrollin'. The no-BS podcast for independent payroll bureau owners and leaders who are done getting squeezed by ADP, Paychex, and the private equity machines swallowing up the industry. Hosted by Matt Vaadi, founder of guHRoo (a PEO) and Outsourced Scale (offshore staffing for payroll providers), this show delivers the strategies you need to survive — and thrive — while the middle collapses around you. Every week, you'll get: → Industry intel on the billion-dollar deals reshaping payroll  → Proven tactics to scale past the 7-figure barrier  → Real talk on margins, pricing, and profitability  → Strategies to compete without killing your bottom line  → Guests who've sold, scaled, or disrupted the status quo Whether you're fighting margin compression, exploring industry partnerships, or figuring out how to scale without sacrificing service, this podcast cuts through the corporate speak and gives you actionable pathways forward. Because if you're not specializing in a niche or adding serious value beyond commoditized payroll, you're racing to the bottom. Subscribe to Payrollin' and join 1,000+ payroll industry professionals who get the Wednesday newsletter breaking down what's happening in the industry — and what it means for your business.

You Might Also Like