Asure Software (NASDAQ:ASUR) used a webcast “Fireside Chat” to outline how the company views artificial intelligence as a structural tailwind for its business model, emphasizing that AI’s impact varies by revenue model and by whether a software provider operates in a regulated “execution” environment. Chairman and CEO Pat Goepel and Chief Technology Officer Yasmine Rodriguez argued that Asure’s position in payroll, tax filing, and money movement infrastructure makes AI less of a disruptive threat and more of an amplifier of operating leverage.
Management framed AI as a shift in enterprise software economics
Goepel described AI as part of a recurring pattern of technology transitions (from mainframes to PCs, client-server, the internet, mobile, and now AI). He said the key difference is that AI can pull data quickly from many sources and return probabilistic or “directionally correct” answers, which can be disruptive for areas such as consulting and labor services where a range of outcomes is acceptable.
“Execution infrastructure” and regulated authority were central themes
Rodriguez argued that while AI models can reason, summarize, and recommend, they cannot “execute in a regulated world of work without infrastructure.” She described three layers that she said sit beyond traditional SaaS features and systems of record:
- Statutory system: Asure is a registered IRS bulk filer and acts as a legal agent authorized to file on behalf of employers, including holding power of attorney relationships with tax agencies.
- Compliance systems: Payroll calculations must be traceable, reproducible, and defensible for audits, with record retention requirements measured in years; regulators require documentation beyond “the AI said so,” she said.
- Financial risk controls: Asure participates in ACH networks, operates under NACHA risk controls, and maintains KYC and anti-money laundering requirements; it holds money transmitter licenses in states that require them, which Rodriguez said can take 12 to 18 months for review.
Rodriguez emphasized that AI knowledge does not equate to authorization or accountability. She said an AI system could “know every tax code” but still cannot file returns or assume liability on an employer’s behalf.
Luna presented as an internal “orchestrator” for AI-driven actions
A major portion of the event focused on Asure’s AI agent, Luna. Rodriguez said Luna was released in early 2025 and is designed to perform actions for employees and customers. She stressed that Luna is embedded within Asure’s payroll architecture rather than connecting from the outside, positioning it as a bridge between external AI interfaces (such as copilots or agent platforms) and deterministic execution inside a regulated payroll system.
Rodriguez provided examples of how an external AI interface could call Luna via secure API while Asure remains the system of record and execution engine. In one scenario, a CFO using Microsoft Copilot in Excel could request a compensation model and receive payroll cost, tax impact, and cash flow effects using live payroll and tax data. In another, an HR manager could ask an agent in Slack about the fully loaded cost of new hires across states, with Luna calculating employer payroll taxes and benefit loads.
Product demonstrations showed payroll processing and tax setup corrections
Asure showed a demo of a payroll manager running an end-to-end payroll cycle inside Asure Central using Luna. In the walkthrough, Luna proactively alerted the user that payroll was ready to run, retrieved payroll data to answer questions (including identifying an employee with no recorded hours), produced a payroll summary, generated a downloadable PDF, and then executed the payroll after user confirmation. The demo concluded with a completion notification and a link to view the processed payroll for the specified pay period.
A second demo focused on tax compliance setup. Luna identified missing agency IDs (Virginia SUI and Florida SUI), explained expected ID formats and why the IDs were required, detected a user’s mistaken input (attempting to change a rate rather than an ID), suggested the correct update, and executed changes after confirmation. The workflow ended with Luna submitting the changes and the user verifying they were applied.
Operating leverage: cost-to-serve reduction, retention, and faster development
Rodriguez said Luna functions as a “cost reduction engine” through payroll query deflection, fewer support tickets, guided compliance Q&A, faster payroll processing, automated amendment suggestions, and faster onboarding via conversational workflows. She also positioned Luna as a near-term retention tool through proactive compliance alerts and anomaly detection aimed at preventing payroll errors, which she said can drive churn. Over the longer term, she described Luna as a differentiator that compounds with platform data depth and can support premium pricing, improving margins without proportional cost growth.
On the product development side, Rodriguez said Asure is using AI to increase R&D throughput. She stated that approximately 70% of new code is generated with AI tools acting as copilots, UX prototyping can be done in minutes instead of days, and legacy code can be translated and modernized with AI—allowing the company to “ship faster with the same team.”
Goepel said Asure believes it has reached an inflection point and reiterated that AI embedded in software can help the company grow revenue faster than it adds people, while expanding the market it can serve across tools, enablement, workflow, and services.
In the Q&A, management said the barriers for an AI company to become an IRS bulk filer and execute payroll tax filings directly are “all three” of regulatory, operational, and technical, emphasizing that the authority and operational experience with agencies is not something that can be turned on quickly. When asked where cost-to-serve reductions are already showing up, Goepel responded that benefits are appearing “all of the above,” pointing back to the payroll and tax demonstrations. On monetization and adoption, Goepel pointed to opportunities to drive attach rates and revenue per unit through proactive regulatory-related offerings and expanded service models where Asure can handle more end-to-end work for customers.
About Asure Software (NASDAQ:ASUR)
Asure Software, Inc (NASDAQ: ASUR) is a Texas‐based technology company specializing in cloud‐based workforce and workspace management solutions. The company develops software that streamlines human capital management (HCM), payroll processing, time and attendance tracking, and workspace reservation for businesses seeking to optimize employee experience and operational efficiency.
The Asure platform includes modules for payroll administration, benefits enrollment, performance management, applicant tracking and onboarding, as well as mobile and web‐based timekeeping.
