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Call it a rebrand of HR and payroll—two of tech’s blander areas for innovation. But for Reeves and cofounders Edward Kim and Tomer London, the mission is personal. Prior to starting Gusto, Reeves was making thousands of dollars a day building quick-hit Facebook apps, but he lacked stability and purpose. Kim and London were entrepreneurs, too. Kim had cofounded Picwing, a photo-sharing startup that was acquired in 2011. London had cofounded a customer support startup called Vizmo.