Vertical Focus OnPay targets SMBs in nonprofits, restaurants, religious organizations and agricultural businesses. Tailor messaging to payroll compliance, tax filing automation, and cost transparency, highlighting unlimited pay runs and one low fee to address pricing sensitivity.

Benefits Bundling Leverage OnPay’s licensed health insurance brokerage, integrated 401(k) plans and pay-as-you-go workers’ compensation to upsell HR and benefits bundles to existing payroll customers and new prospects seeking one-stop HR solutions.

Funding Momentum Recent Series B funding and total capital raised signal scale-up potential and longer-term commitment. A sales play around higher payroll volumes, multi-location operations, or expanded services could target growing SMBs nearing thresholds where OnPay’s added features unlock value.

Competitive Advantage PCMag Editors’ Choice awards and industry recognition position OnPay as an easy, mobile-friendly, low-learning-curve option for SMBs evaluating rivals like Gusto or Patriot. Use this credibility to win deals with cost-conscious buyers who prize simplicity and reliability.

Customer Experience Investments in customer experience and support, plus unlimited pay runs and real-time tax handling, create a strong retention story. Propose premium onboarding, dedicated support, or implementation services as a pathway to higher ARR with SMBs seeking hands-on help.