About Us

Asure sees Human Capital Management (HCM) through the lens of entrepreneurs and executives with an owner’s mentality.

Business owners need to build great teams (aka Human Capital) to get to the next level but they must also allocate financial capital in areas that drive growth, not a bloated back-office that sucks cash from: sales, marketing, product development, and customer service.

That’s where Asure comes in.

We build great HCM software that’s delivered via the cloud on a subscription basis so it doesn’t require any IT overhead or a large capital purchase that consumes cash. And because we’re hyper focused on HCM for growth, clients can scale from start-up to 1,000+ employees on our platform without any expensive upgrades or painful migrations.

For companies that don’t want the risk and overhead of maintaining payroll and HR staff, Asure can also take the expense and compliance headache off their plates. Our certified HR professionals help build top-notch teams, stay compliant with HR laws, and eliminate the need to hire full-time back-office staff.

Our clients have their own mission — build a better product, figure out a better way, maybe even change the world. To do that, they must grow.

Asure helps businesses develop Human Capital to get to the next level, stay compliant, and allocate their time, money and technology toward growth.

Our Mission

Provide Human Capital Management software and services that help companies grow, while nurturing a culture of growth around us.

  • Help customers grow by getting the most from human capital.
  • Help our employees grow personally and professionally.
  • Grow relationships in our communities that inspire goodness.
  • Do all of these things in a way that grows shareholder value.

Our Vision

Be the most trusted Human Capital Management resource to entrepreneurs everywhere.

Our Values

  • Embrace Change
  • Lead with Integrity
  • Own the Outcome
  • Deliver Awesome
  • Be a Good Human

Management Team

Pat Goepel

Chairman & Chief Executive Officer

Pat has more than 30 years of experience in the human resources industry. Before joining Asure Software, he was president and CEO of Fidelity Investment’s HR Services Division, President and CEO of Advantec, and Executive Vice President at Ceridian.

As CEO of Asure, Pat drives the company’s strong commitment to its mission of nurturing growth, which includes the growth of its employees, the customer, community relationships, and shareholders.  Pat serves on the boards of SafeGuard World International and Clearfield, and as the CEO of APPD Investments.

When Pat is not building world-class companies, you’ll find him catching a Green Bay Packers game or enjoying the sunshine with his wife and sons at his Florida vacation home.

Eyal Goldstein

President & Chief Revenue Officer

Eyal brings more than 22 years of relevant industry experience with a focus on scaling revenue. At Asure, he’s responsible for all sales and business development activity. Eyal has led the refocusing and expansion of Asure’s sales teams and has reimagined the company’s go-to-market strategy.

Prior to Asure, Eyal served as Chief Revenue Officer of Insight Venture Partner’s FilmTrack, a global rights management platform, Executive Vice President of DAZ Systems, and Regional Vice President at Oracle Corp. Earlier, he served as Vice President of Sales at Ceridian, where he worked with Pat Goepel.

John Pence

Chief Financial Officer

John has nearly 30 years of leadership experience in accounting, finance, and operations at a variety of both publicly-traded and privately-held technology companies. As CFO of Asure, he oversees corporate finance and strategy, while continuing to focus on growing the business and maintaining a very strong culture for our employees.

Most recently, he served as CFO of a HR benefits provider where he helped direct a successful exit for the company’s investors. John is a CPA, native Austinite, and proud alumnus of the University of Texas.

Yasmine Rodriguez

Chief Technology Officer

Yasmine has over 20 years of tax and compliance expertise. Yasmine was instrumental in the company being chosen as a top partner of Amazon Web Services’ Modernization Lab, an exclusive group comprised of about a dozen of AWS’ top-performing and most innovative companies. Yasmine’s dedication and leadership as CTO has enabled Asure to help more than 100,000 growing businesses stay compliant, pay employees, and get the most from their Human Capital.

Prior to Asure, Yasmine served as VP of Product Management and RPA at OneSource Virtual. Yasmine also held positions as VP & Co-Founder of Crystal Solution atTaxEx, ADP and MasterTax. 

Financial stability & strength

We have a small to mid-sized customer focus but the strength and stability of a large publicly-traded company. That means you can feel 100% confident your payroll is secure and employee data is safe because we’re held to the highest standards for financial transparency, process controls, and secure technology.

Asure Employees


Client's Employees

Helping companies everywhere to grow

With headquarters in Austin, TX and offices throughout the US, we provide HCM software and services in every state and territory. You get big company strength with the feel of local support.

Now that you know who Asure is, it’s time to learn why companies choose Asure.