CoAdvantage and PrimePay Unite Under the CoAd Brand, Unbundling PEO Services for the First Time
CoAd officially launched on July 14, 2026 from Tampa, Florida, as the new brand identity born from the merger of CoAdvantage and PrimePay. The rebrand marks a strategic expansion across payroll, HR, benefits administration, compliance support, workforce technology and professional employer organization (PEO) services.
The headline change is structural rather than cosmetic. Unlike traditional PEOs that require clients to buy into a master benefits plan, CoAd now tailors its PEO offering client by client — with or without health benefits, workers' compensation or HR administration — while still delivering full outsourcing of payroll tax and compliance liability through co-employment.
"CoAd was built to meet that need — and built to flex around it."
— Jim Neve, Chairman and CEO, CoAdRemoving the All-or-Nothing Barrier
Historically, PEO clients have had to buy into a single master benefits plan simply to access co-employment. That requirement has long acted as a gatekeeper for smaller and mid-sized businesses that wanted compliance protection without committing to a full bundle of services. With the launch, CoAd is removing that barrier.
According to the National Association of Professional Employer Organizations (NAPEO) and its most recent tracking survey, 87% of businesses not currently using a PEO say they are interested in adopting one. CoAd's new model is designed to meet that latent demand with scalable offerings, letting businesses select the services that fit their specific needs rather than forcing a full-bundle purchase to reach co-employment protection.
"The future belongs to organizations that can deliver flexibility."
— Brian Meharry, Chief Operating Officer, CoAdWhat Stays the Same: Co-Employment
Clients can now configure their arrangement with health benefits or without, with workers' compensation coverage or without, and with HR administration or without. What does not change is the core value of co-employment: CoAd fully assumes payroll tax filing and compliance liability for every client, regardless of which services they choose to add on top.
Neve framed the shift against the backdrop of a workforce environment that keeps getting harder to navigate — compliance requirements, workforce regulations, benefits administration and rising employee expectations all pulling at the same limited management bandwidth. What organizations need, he argued, are solutions that work in partnership with their team rather than around it.
Scale Behind the New Name
CoAd will continue to serve more than 17,000 clients and process upwards of $15 billion in annual payroll under the new brand. The merger that produced it was completed in June 2025 by private investment firm Aquiline, which brought together two of its portfolio companies: CoAdvantage, a PEO, and PrimePay, a payroll and HR software business.
The combined entity's stated aim has been to serve small and medium-sized companies more effectively through innovation and product development, while driving revenue growth through strategic alignment. The CoAd brand launch is the customer-facing expression of that year-long integration.
One brand, two companies. CoAd is the new identity uniting CoAdvantage and PrimePay following their 2025 merger under Aquiline.
PEO services unbundled. Clients no longer have to buy into a single master benefits plan to access co-employment — services are selected à la carte.
Liability transfer stays intact. Regardless of the configuration chosen, CoAd fully assumes payroll tax filing and compliance liability for every client.
Large untapped demand. NAPEO's latest tracking survey found 87% of non-PEO businesses are interested in adopting one — the market CoAd's flexible model targets.
Meaningful scale. The rebranded business serves more than 17,000 clients and processes over $15 billion in annual payroll.