How Guideline's Founder Solved 401(k) Adoption to Drive Acquisition by Gusto

Kevin Busque discovered that only 36% of TaskRabbit employees were enrolled in the company's 401(k) plan despite significant employer investment, prompting him to identify systemic issues with 401(k) providers. This insight led him to found Guideline, a company focused on fixing retirement benefits administration, which was eventually acquired by Gusto. The article examines the early decisions and contrarian bets that drove Guideline's path to product-market fit.