ASURE SOFTWARE Business Summary

Asure Software Inc. (ASUR) operates a cloud-based Software-as-a-Service (SaaS) model focused on Human Capital Management (HCM) for small and mid-sized businesses (SMBs). The company generates approximately 96% of its revenue through recurring subscriptions and transaction fees across three primary business segments: AsureHCM, which provides payroll, tax services, and time and attendance software; Asure Marketplace, an ecosystem for third-party integrations like retirement and insurance services; and HR Services, offering tiered consulting from on-demand support to full HR outsourcing. Asure competes directly with industry giants such as ADP and Paychex, as well as SMB-focused providers like Paycom and Paylocity. The company differentiates itself by positioning as a more affordable, high-touch alternative, successfully migrating over 50% of its new client base from larger legacy competitors through integrated, AI-driven compliance and payroll solutions. Originally founded in 1985 as Forgent Networks and headquartered in Austin, Texas, the company’s modern trajectory is defined by the leadership of Chairman and CEO Pat Goepel, a veteran of Fidelity and Ceridian who took the helm in 2009. The current executive team includes John Pence as Chief Financial Officer, Eyal Goldstein as President and Chief Revenue Officer, and Yasmine Rodriguez as Chief Technology Officer. In January 2026, the company further strengthened its operational core by appointing Mike Eralie as Senior Vice President of Operations to scale its managed services. Asure is backed by notable institutional investors including BlackRock, Vanguard, and Needham Investment Management, with David Sandberg of Red Oak Partners serving as a major shareholder. The Board of Directors, led by Goepel and Lead Independent Director Daniel Gill, maintains a strong governance profile with members such as Grace Lee and Carl Drew overseeing strategic expansion and M&A activity.