Asure Introduces Luna, the Industry’s First AI Agent for Payroll & HR

Rhea-AI Summary

Asure (NASDAQ: ASUR) has launched Luna, the first AI agent specifically designed for payroll and HR management. Unlike traditional AI chatbots, Luna can actively perform tasks within Asure's product suite, serving both employees and administrators. The AI agent can handle various HR and payroll tasks autonomously, from updating personal information to managing benefits elections and navigating tax and labor law changes.

Luna aims to simplify complex HR processes by guiding employees through necessary updates when life changes occur, such as marriage, which might require multiple system updates. The AI agent can facilitate these changes across different systems, reducing administrative workload. For businesses, Luna helps maintain regulatory compliance while allowing HR teams to focus on strategic initiatives rather than routine requests.

Positive

• Introduction of innovative AI agent that can actively perform HR and payroll tasks
• Potential reduction in administrative costs and workload
• Enhanced compliance management capabilities
• Improved efficiency in HR operations through automation

Negative

• None.

Insights

Technology & AI Strategy Analyst

Luna represents a strategic pivot for Asure that could significantly strengthen its market position in the competitive HCM software space. Unlike conventional AI implementations that simply provide information, Luna's ability to execute complex, multi-step processes addresses a critical pain point in HR operations - the time-consuming nature of routine administrative tasks.

The system's architecture appears particularly sophisticated, demonstrating three key competitive advantages:

• Autonomous execution capabilities that extend beyond simple query-response interactions
• Deep integration with Asure's existing product suite, suggesting robust system interoperability
• Compliance-aware functionality that helps mitigate regulatory risks

From a business perspective, this launch could drive significant value creation through multiple channels:

• Reduced operational costs for clients by automating complex HR processes
• Increased customer retention through deeper product integration and enhanced user experience
• Potential expansion of Asure's total addressable market by making their solutions more attractive to larger enterprises

The timing of this launch is particularly strategic, as it positions Asure at the forefront of the AI revolution in HCM software. While larger competitors like Workday and ADP have introduced AI features, Luna's focus on autonomous execution rather than just assistance could provide Asure with a meaningful competitive edge in the $24 billion HCM market.

However, successful implementation will be crucial. The system's ability to handle complex regulatory compliance requirements and maintain accuracy in critical payroll functions will be essential for widespread adoption. The planned refinement and expansion throughout 2025 suggests a measured approach to deployment, which could help mitigate implementation risks while allowing for continuous improvement based on user feedback.

AUSTIN, Texas, Feb. 20, 2025 (GLOBE NEWSWIRE) -- Asure (NASDAQ: ASUR), a leading provider of cloud-based Human Capital Management (HCM) software and services, today announced the introduction of Luna, a groundbreaking AI Agent designed to enhance payroll and HR management. Unlike traditional generative AI chatbots, Luna is an advanced AI agent that understands Asure’s suite of products, serves as an industry expert, and most importantly, can take action on behalf of both employees through self-service and business owners and administrators. Luna enhances payroll and HR tasks, making them more seamless for businesses and their employees.

“Luna is not just an AI chatbot that provides answers—she gets things done,” said Pat Goepel, Chairman and CEO of Asure. “With Luna, employees can simply ask for help, and she will take care of the rest—whether it’s updating personal details, changing benefits elections, or helping navigate changes in tax and labor laws. Luna makes payroll and HR frictionless.”

Luna: AI That Works for You

Employees often struggle with knowing what HR and payroll updates are necessary when life changes occur. Luna removes that complexity by guiding employees through key decisions and making the necessary changes for them.

For example, if an employee gets married and needs to update their last name, address, and benefits elections, they may not know every detail that requires updating. Luna assists by guiding the employee through the necessary changes and helping facilitate updates across payroll and HR systems, reducing administrative burden and improving efficiency for both employees and employers.

A Game-Changer for Businesses

Luna is built to help businesses stay compliant with evolving regulations while reducing administrative burden. By empowering employees to handle their HR and payroll needs through simple voice or text commands, Luna minimizes the need for HR teams to process routine requests, allowing them to focus on strategic initiatives that drive business growth.

“With Luna, we are introducing a new way to simplify payroll and HR, and we look forward to refining and expanding her functionality throughout 2025,” said Goepel. “She enhances the employee experience while helping businesses streamline operations, reduce compliance risks, and save time. It’s a win-win.”

About Asure

Asure (NASDAQ: ASUR) provides cloud-based Human Capital Management (HCM) software solutions that assist organizations of all sizes in streamlining their HCM processes. Asure's suite of HCM solutions includes HR, payroll, time and attendance, benefits administration, payroll tax management, and talent management. The company's approach to HR compliance services incorporates AI technology to enhance scalability and efficiency while prioritizing client interactions. For more information, please visit www.asuresoftware.com. 

Media Contact:
Patrick McKillop
Vice President, Investor Relations
Asure
patrick.mckillop@asuresoftware.com
617-335-5058

FAQ

What is Asure's new Luna AI agent and how does it differ from traditional chatbots?

Luna is Asure's new AI agent that can actively perform payroll and HR tasks, unlike traditional chatbots that only provide information. It can update personal details, change benefits elections, and handle various HR tasks autonomously.

How will Luna impact ASUR's HR automation capabilities in 2025?

Luna will streamline HR operations by automating routine tasks, reducing administrative burden, and helping businesses maintain compliance while allowing HR teams to focus on strategic initiatives.

What specific HR tasks can Luna handle for Asure (ASUR) employees?

Luna can handle tasks such as updating personal details, changing benefits elections, managing address changes, and facilitating updates across payroll and HR systems when life changes occur.

How does Luna help businesses with regulatory compliance?

Luna helps businesses stay compliant with evolving regulations by automatically handling updates and changes in tax and labor laws, reducing compliance risks for organizations.