worklio.com
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Worklio: The Silent Giant of Embedded HR
How a 69-person team built a $9M revenue engine by solving payroll for platforms, not people.
While HR tech giants fight over SMBs, Worklio quietly built a $9M revenue engine by solving a harder problem: embedding global payroll directly into platforms. They don't sell to companies; they power the companies that sell to companies.
"They're not competing with ADP or Gusto—they're becoming the invisible infrastructure for the next generation of HR platforms."
The Platform-First Strategy
Worklio's secret sauce isn't its feature list—it's its distribution model. With 77% direct traffic and only 16% organic, they're not fighting for search visibility. They're embedded directly into their partners' platforms. The data shows 'worklio' only hits 870 monthly searches, yet they scale to $9M. Why? Their customers don't search for them; they use them through integrations. This is infrastructure-level stickiness.
The Compliance Moat
With 69 employees generating $9M in revenue (~$130K per employee), Worklio punches above its weight. The tech stack—jQuery, core-js, Tailwind—reveals a pragmatic, not trendy, engineering philosophy. They're not chasing React or Vue hype; they're shipping reliable payroll infrastructure. The 'warp payroll' keyword (1,180 monthly volume) suggests they're winning against legacy players, while 'proliant payroll' (320 volume) shows they're capturing competitor migration.
The leadership team reveals their focus: Robert Osterlund (CEO) leads from the front, while Alan Nansel (VP Implementation) and Dustin Dellera (VP Insurance Services) handle the complex integration work that makes embedded payroll stick. This isn't a sales-led company—it's implementation-led. The lack of Trustpilot reviews isn't a weakness; it's a signal they're B2B2C, not direct-to-consumer.
- Global compliance automation as a service, not a product
- Direct traffic dominance suggests partner-led growth
- High revenue-per-employee ($130K) indicates premium pricing
- Tech stack prioritizes reliability over flashiness
- Keyword strategy targets legacy payroll migration
The Silent Infrastructure Play
Worklio proves that in B2B, being invisible is the ultimate moat. They're not building a brand—they're building an ecosystem where they're indispensable.
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Worklio | All‑in‑One HR, Payroll & Benefits Platform
Worklio helps you get HR, payroll & benefits right—every time. Automate global compliance, scale operations, and embed into your platform.
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About worklio.com
Worklio helps you get HR, payroll & benefits right—every time. Automate global compliance, scale operations, and embed into your platform.
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worklio.com uses 16 technologies across their website including Adobe Fonts, reCAPTCHA, PHP, and more.
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worklio.com receives approximately 62.0K monthly visitors and ranks #387,837 globally. The website has a bounce rate of 33% with visitors viewing an average of 5.9 pages per visit. Users spend an average of 1:35 on the site.
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