Cloud hosting provider Infinitely Virtual‘s latest move focuses on the payroll processing industry, where the company hopes to appeal by offering highly available, secure databases in the cloud, among other hosted services.

The payroll processing industry represents a $7 billion market, according to Infinitely Virtual. It’s also one in which security and reliability are priorities, since downtime and data theft can wreak major havoc on payroll operations.

“When it comes to payroll hosting, there’s no margin for error—hosted payroll solutions must be up and available 100 percent of the time, and a hosting vendor must deliver absolute reliability, total security and zero data loss,” said Adam Stern, founder and CEO, Infinitely Virtual.

Stern’s company says it can deliver hosted payroll solutions by offering customers virtual servers, dedicated firewalls and SQL database hosting that integrates with on-premise desktop applications.

Playing up its size and scale is part of Infinitely Virtual’s pitch to the payroll processing market. “Many of the smaller players in the hosting business can’t and don’t make [the] investment” in security necessary to deliver reliable payroll processing, the company said in a statement.

Infinitely Virtual’s announcement of new hosting options for the payroll processing industry, which is slated to go live Nov. 12, follows a similar move in the healthcare and HIPAA market last week. It’s clear that the company’s strategy for continued expansion in the cloud hosting market centers on targeting particular niches with special features, rather than taking a one-size-fits-all approach to hosting.