S13E8: Designing Payroll for Small Businesses with Gusto’s Co-Founder, Tomer London

Welcome back to The Room Podcast! This week, Claudia and Madison sit down with Tomer London, Co-Founder and Chief Product Officer of Gusto, the all-in-one people platform that simplifies payroll, benefits, and HR for over 400,000 small businesses across the U.S. From humble beginnings as ZenPayroll, Gusto has become one of the most beloved products in the SMB ecosystem—known for turning one of the most stressful business tasks into a delightful experience.

In this episode, Tomer shares the personal roots behind Gusto’s mission—growing up around his family’s small clothing store in Israel—and how those early lessons shaped his empathy for small business owners. He walks us through finding the right customer base, building emotional resonance into product design, and why “customer love” is the most powerful growth channel. Listeners will gain valuable insights into startup decision-making, measuring true product–market fit, and the mindset needed to scale from a scrappy YC-backed idea into a category-defining company.

(00:00) Introduction
(05:25) Where did Tomer grow up and how did that shape his view of the world?
(05:50) Did Tomer always think he would become a founder?
(10:13) What early challenges inspired Tomer to build something of his own?
(11:23) What were Tomer’s first experiences like coming to the U.S. as an immigrant?
(13:33) What was the “aha” moment that led to starting Gusto?
(16:38) What were some early moments when things didn’t go as planned?
(20:11) How did Gusto find product–market fit with small businesses?
(23:51) What advice does Tomer have for founders navigating their beachhead market?
(26:26) How did Gusto create emotional connection and delight through product design?
(29:11) What has leading Gusto taught Tomer about building teams and company culture?
(33:11) How does Gusto approach innovation while staying true to its mission?
(36:04) How does Gusto assist businesses and customers during crisis moments?
(38:04) How is Gusto adapting to the AI era?
(44:08) Who is a woman in your life that had a profound impact on you?

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Brought to you by Perkins Coie and Mercury.*
*Mercury is a financial technology company, not a bank. Banking services provided by Choice Financial Group and Evolve Bank & Trust; Members FDIC.

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