Guideline vs Visa
Side-by-side comparison of AI visibility scores, market position, and capabilities
Founded 2015; raised $356M; $1.15B valuation (2022); $120M ARR; $13B AUM; 50K+ business clients; acquired by Gusto ~$600M (Nov 2025).
About
Guideline is a technology-driven 401(k) plan provider founded in 2015 by Kevin Busque (co-founder of TaskRabbit), headquartered in San Mateo, CA. The company set out to democratize retirement savings by making professionally managed, low-cost 401(k) plans accessible to small and medium-sized businesses — a segment historically underserved by legacy providers like Fidelity and Vanguard due to high complexity and fees. Guideline's platform automates plan setup, payroll integration, compliance filing, and employee investment management, charging a transparent subscription fee ($49–$129/month plus $8/participant) and a low 0.08% annual AUM fee, compared to the industry-standard 1–2% charged by incumbents.
NYSE: V global payments network at $35.93B FY2024 revenue with 4.48B cards and $15T+ annual volume; 52.2% credit card market share with 233.8B transactions competing with Mastercard and A2A payment rails.
About
Visa Inc. is a San Francisco-based global payments technology company — listed on NYSE (NYSE: V) — operating the world's largest electronic payment network connecting 4.48 billion active cards, 150+ million merchant locations, and 15,000+ financial institution partners across 200+ countries and territories, facilitating $15+ trillion in payment volume annually. Visa generated $35.93 billion in net revenues in fiscal year 2024 (+10% year-over-year) with $19.7 billion in net income (55% net margin) from payment volume fees, data processing fees, and international transaction fees — without issuing a single credit card or carrying any credit risk. Founded in 1958 as the BankAmericard program and reorganized as Visa Inc. through a 2008 IPO, Visa is the infrastructure provider that enables the global credit and debit card ecosystem to function: every Visa card issued by Citibank, Chase, HDFC, or 15,000 other banks worldwide runs on Visa's authorization, clearing, and settlement network.
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