Hospitality Partnerships Asure has actively expanded partnerships with hospitality groups such as North Carolina Restaurant & Lodging Association and Foodservice Restaurant Partners Group in 2026, signaling strong cross-sell opportunities to hospitality employers needing payroll, HR, and compliance solutions.

Growth Momentum Recent revenue release showing substantial growth (over 201 year over year to approximately $42.8 million) highlights a rising demand for HCM solutions and provides a compelling case for upsell of premium suites and outsourced HR services.

New Service Line Launch of AsureWorks as a done-for-you Payroll and HR service expands the company’s service depth, presenting a ready-made cross-sell path to existing customers seeking turnkey HCM solutions and to prospects seeking outsourcing.

Leadership Focus New appointments such as Chief Transformation & People Officer indicate a strategic emphasis on transformation, culture, and talent management, creating opening for enterprise-grade HCM deployments, change management services, and targeted upsell to larger SMBs approaching scale.

SMB Market Position With a focus on over 100,000 small and mid-sized businesses and a mid-market footprint, Asure sits between larger incumbents and smaller peers, offering a compelling value proposition for bundled HCM, payroll tax, and outsourced HR—ideal for targeted outbound campaigns to mid-sized sectors.