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Lever1: The PEO Playbook for Mid-Market Ambition
How a 45-person team built a $7.2M HR outsourcing engine in the heart of the Midwest
While HR tech giants chase IPO glory, Lever1 is quietly building a fortress in the middle market. They're not selling software—they're selling sanity, one outsourced payroll at a time.
"They're not competing with ADP or Gusto—they're winning by being the local expert that large platforms can't replicate."
The Mid-Market Sweet Spot
Lever1 targets companies too big for DIY HR but too small for enterprise solutions. With 45 employees generating $7.2M, they achieve $160K revenue per employee—exceptional for a services business. This isn't software margin, but it's sustainable, defensible, and profitable. Their clients likely range from 50-500 employees, where HR complexity outpaces internal capacity.
The Traffic Paradox
Here's what's fascinating: 42% of traffic is direct. That's not SEO magic—that's word-of-mouth and referrals. In a low-volume, high-trust industry like PEO services, direct traffic is the ultimate validation. They're not chasing keywords; they're chasing relationships. The 38% organic split shows they're found for 'lever1' (500 monthly searches) but not for broad terms like 'HR outsourcing.' This is intentional.
- Revenue-per-employee ratio suggests high-margin service delivery
- Direct traffic dominance indicates strong referral engine
- Mid-market focus avoids enterprise sales cycles and SMB churn
- Midwest headquarters likely gives cost advantage over coastal competitors
The leadership team tells a story of deliberate scaling. CEO Erica Brune and Chairman Gregory Gragg aren't chasing unicorn valuations—they're building a durable services business. The VP trio (HR, Operations, Sales) suggests a balanced focus on delivery and growth. In an industry where trust is currency, this stable leadership likely translates to client retention and predictable revenue.
The Unsexy Billion-Dollar Play
Lever1 proves that in HR outsourcing, depth beats breadth. They're not building a platform—they're building a reputation. And in the $100B PEO market, that might be the only moat that matters.
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HR Outsourcing, PEO Services, Payroll & Benefits | Lever1
HR Outsourcing, PEO Services, Payroll & Benefits. Lever1 is a PEO that provides administrative, management and HR outsourcing solutions.
Lever 1
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About lever1.com
HR Outsourcing, PEO Services, Payroll & Benefits. Lever1 is a PEO that provides administrative, management and HR outsourcing solutions.
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lever1.com uses 18 technologies across their website including Google Maps, Font Awesome, Adobe Fonts, PHP, and more.
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Traffic & Audience
lever1.com receives approximately 3.0K monthly visitors and ranks #5,385,906 globally. The website has a bounce rate of 44% with visitors viewing an average of 2.0 pages per visit. Users spend an average of 0:34 on the site.
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