So, how much does a personal assistant actually cost? The short answer is anywhere from $15 to $75 an hour for a human, or as little as $0.25 a minute for an AI solution.
The long answer? It depends entirely on what you're looking for, where they're located, and what you need them to do.
The True Cost of a Personal Assistant Explained
Asking "how much does a personal assistant cost" is a bit like asking how much a vehicle costs. A simple sedan for getting around town is worlds apart from a heavy-duty commercial truck built for hauling freight. The same idea applies here.
The cost spectrum is huge, ranging from incredibly affordable virtual assistants to dedicated, in-house executive assistants commanding six-figure salaries.
For most small and midsize businesses, the first step is just getting a handle on this spectrum. Your options generally boil down to three main categories, each with its own pricing model and best-fit scenario.
A Look at Different Assistant Models
The type of assistant you choose will directly impact your budget and the kind of support you get. Here’s a quick rundown of the main players on the field today:
- In-House Personal Assistants: This is the classic, full-time employee model. You get dedicated, hands-on support, but it's also the priciest option when you factor in salary, benefits, and overhead.
- Virtual or Remote Assistants (VAs): These are real people who work remotely, offering incredible flexibility. You can typically hire them on an hourly, retainer, or project basis, making them a much more budget-friendly choice for specific tasks or part-time help.
- AI or Phone Assistants: This is the newest and most cost-effective solution for handling routine, high-volume tasks like answering calls or scheduling appointments. Pricing is usually based on usage, which makes it incredibly scalable.
The real trick is to shift your mindset from "cost" to "value." The right assistant isn't just another line item on your expense report; they're an investment in efficiency, productivity, and your own sanity. The goal is to find the one that delivers the biggest return for what your business actually needs.
At-a-Glance Cost Comparison for Personal Assistant Types
To help frame these options in real-world numbers, the table below gives a high-level cost comparison. It's a quick way to see where each type of assistant fits, budget-wise. After this, we'll dive into the details behind these numbers so you can figure out the true ROI for your business.
| Assistant Type | Typical Hourly Rate | Estimated Annual Cost | Key Considerations |
|---|---|---|---|
| In-House Assistant | $20 – $50+ | $45,000 – $100,000+ | Includes salary, benefits, taxes, and overhead. |
| Virtual Assistant | $15 – $75 | $5,000 – $30,000+ | Flexible; cost varies by location and skillset. |
| AI Phone Assistant | ~$0.25/minute | $1,000 – $5,000 | Usage-based; highly scalable and operates 24/7. |
This table gives you a starting point. As you can see, the financial commitment varies wildly, from a few thousand a year for targeted AI support to a full-time salary for an in-house employee. Now, let's break down what drives those costs.
Calculating the Full Cost of an In-House Assistant
When you ask, "how much does a personal assistant cost?" the first number that pops into your head is probably the annual salary. But that's just the tip of the iceberg. The real cost of hiring a full-time, in-house employee involves a whole stack of other expenses that can seriously inflate your total investment.
Think of the base salary as the foundation of a pyramid. To see the whole picture, you have to add the other layers: mandatory taxes, essential benefits, and all the operational overhead. Overlooking these "hidden" costs is one of the most common—and painful—budgeting mistakes a business owner can make.
These extra expenses typically tack on another 20-30% or more to the base salary. This means an assistant with a $50,000 salary will realistically cost your business somewhere between $60,000 and $65,000 a year. And for a high-level executive assistant, that gap can get even wider.
Breaking Down the Salary Component
The base salary isn't a simple, fixed number; it's a moving target influenced by several key factors. Where you're located plays a massive role. An assistant in a big city like New York or San Francisco will command a much higher salary than one in a smaller town, simply because of the difference in the cost of living.
Experience and specialization are huge drivers, too. An entry-level assistant handling basic admin tasks will sit at the lower end of the pay scale. On the other hand, an executive assistant with a decade of experience and specialized skills in an industry like finance or tech is going to demand a premium.
Recent data makes this variance crystal clear. Projections for 2025-2026 show personal assistant salaries averaging around $65,000 annually, with top earners in high-demand sectors like tech and finance pushing past $80,000. For a small business, like a local hotel or locksmith, even a standard salary in the $45,000-$65,000 range is a major financial commitment before you even start adding the other costs.
Uncovering the Hidden Overhead Costs
Beyond the salary, a huge chunk of the total cost comes from overhead and mandatory contributions. These are the non-negotiables that come with having someone on your payroll.
A good rule of thumb is that the Total Cost of Employment (TCE) is often 1.3 to 1.5 times the base salary. This gives you a far more realistic number for your budget than just the salary alone.
Here’s a look at the most common extra costs you need to plan for:
- Payroll Taxes: As the employer, you're on the hook for Social Security, Medicare (FICA), and federal and state unemployment taxes (FUTA/SUTA). These taxes usually add up to about 7.65% of an employee's gross pay.
- Benefits Packages: To attract and keep good people, most full-time jobs come with benefits. This can include health, dental, vision, life insurance, and disability coverage. The cost can swing wildly but often adds several thousand dollars per employee each year.
- Retirement Contributions: Offering a 401(k) plan with a company match is a standard incentive. A typical match might be 3-5% of the employee's salary, which is a direct cost to your business.
- Paid Time Off (PTO): Vacation days, sick leave, and paid holidays are expected for full-time roles. While it's not a direct cash expense upfront, you're still paying their salary for days they aren't working.
Factoring in Equipment and Office Space
Finally, you have to think about the physical resources an in-house assistant needs to actually do their job. These are tangible costs that add up fast and hit your business's operational budget. It's critical to track these properly for your financial health. For a closer look at this, check out our guide on how to calculate operating expenses.
The essentials for equipment and space include:
- Office Space: You need to provide a dedicated desk or office, which adds to your rent, utilities, and maintenance bills.
- Technology and Equipment: This means a computer, monitor, phone, software licenses (like Microsoft Office), and all the other necessary office supplies.
- Onboarding and Training: You'll spend time and money getting a new hire up to speed on your company’s processes, software, and culture.
When you stack all these layers together—salary, taxes, benefits, and overhead—the true cost of an in-house personal assistant comes into focus. It's a major investment, best suited for executives or businesses with the revenue and complexity to justify it.
Understanding Virtual and Remote Assistant Pricing Models
If the overhead of an in-house hire gives you sticker shock, you’re not alone. Many businesses land on a happy medium with virtual assistants (VAs), striking a perfect balance between skill and cost. The key to figuring out how much a personal assistant costs in the remote world is getting a handle on their flexible pricing models. Unlike a fixed salary, VA costs adapt to your needs, so you only pay for the support you actually use.
Think of it like choosing a mobile phone plan. You can pay as you go for occasional use, pick a monthly plan for steady support, or buy a one-time data package for a specific trip. Each model solves a different problem, and the right one for you comes down to your business's unique workflow and budget.
The Hourly Rate Model
The most straightforward option is the hourly rate. You simply pay for the time a VA spends on your tasks. This is perfect for businesses with unpredictable needs or for anyone just starting to dip their toes into delegation.
Hourly rates for VAs swing wildly, from $15 to over $75 per hour. A few things explain this huge range:
- Location: A VA based in the US usually charges $25 to $45+ per hour, which tracks with a higher cost of living. On the other hand, an offshore VA from a country like the Philippines or India might ask for $9 to $20 per hour for similar admin work.
- Skillset: A generalist VA handling your inbox and calendar will land on the lower end of that scale. But if you need a specialist with chops in graphic design, bookkeeping, or digital marketing, expect to pay a premium for that expertise.
This pay-as-you-go approach gives you maximum flexibility and makes sure you’re never paying for someone’s downtime. It’s a fantastic way to test the waters without a big financial commitment.
The Monthly Retainer Model
For businesses with steady, ongoing work, a monthly retainer is almost always the more cost-effective route. With this model, you're buying a block of hours upfront each month, and you'll usually get a discounted hourly rate for that commitment.
A VA might offer packages that look something like this:
- 10 hours/month: A light-touch plan for basic weekly tasks.
- 20 hours/month: A popular choice for solid part-time support.
- 40 hours/month: A more substantial plan for daily operational help.
A monthly retainer makes your budget predictable and guarantees that your VA sets aside a specific chunk of their schedule just for you. This model tends to build a stronger partnership, as the VA becomes a consistent part of your team.
Retainers are ideal for managing recurring tasks like social media updates, customer support emails, or regular data entry. You get the comfort of guaranteed availability and a predictable monthly expense. For a deeper dive on how this fits into your operations, our guide on a virtual assistant service can offer more perspective.
The Project-Based Fee Model
Sometimes you don't need ongoing help at all—you just need a specific result. That's where project-based pricing shines. Instead of paying for time, you agree on a flat fee for a finished project.
This model is a perfect fit for well-defined, one-off tasks with a clear beginning and end.
- Example 1: Designing a new company logo and brand guide.
- Example 2: Building a simple five-page website on a platform like Squarespace.
- Example 3: Transcribing 10 hours of audio from a podcast interview series.
The biggest win here is cost certainty. You know the exact price before any work begins, no matter how many hours the VA ends up spending. It completely removes the risk of a surprise bill and focuses the entire engagement on delivering the final product. This makes it an excellent choice for delegating specific, outcome-driven work.
The Rise of AI Assistants as a Cost-Effective Alternative
While in-house and virtual assistants are incredible assets, a third option is completely changing the conversation around assistant costs. AI-powered assistants are showing up not just as a cheaper choice, but often as a smarter, more efficient one for specific, high-volume tasks. This technology blows up the whole pricing structure we've been talking about.
Instead of a salary or an hourly rate, AI assistants run on a usage-based pricing model. Think of it like your electricity bill: you only pay for what you use, when you use it. For businesses drowning in routine phone calls—scheduling, answering FAQs, taking messages—this model can unlock massive savings.
Shifting from Fixed Salaries to Variable Costs
The real magic of AI is its ability to transform a heavy, fixed overhead cost into a low, variable one. A human receptionist needs a salary, benefits, and breaks, and they can only handle one call at a time. That’s a significant, ongoing financial commitment, whether your phone is ringing off the hook or dead silent.
An AI phone assistant, on the other hand, costs you nothing when it’s idle. It works 24/7 without needing sleep, benefits, or a coffee break. It can also handle dozens or even hundreds of calls at the same time, making sure no customer ever hits a busy signal or gets dumped into voicemail during a rush. This is the kind of scalability and efficiency that has modern service businesses taking a serious look.
For a pharmacy or a doctor's clinic, a human PA comes with the added baggage of benefits and the headache of scaling across multiple locations. AI just erases that problem. An AI like Marlie.ai, at just $0.25 per minute, manages to hit a 94% caller satisfaction rate, book jobs, and save businesses 10-15 hours a week. One driving school cut its human call volume by a whopping 70%, and other businesses have seen 20-60% more booked jobs after ditching their old IVR menus.
How AI Excels at Routine Communication
AI assistants are built to flawlessly manage the predictable, repetitive work that eats up a human assistant's day. Report after report shows that 60-80% of inbound calls to service businesses are for the simple stuff:
- "Are you open on Saturdays?"
- "I need to reschedule my appointment."
- "What services do you offer?"
- "Where are you located?"
An AI can fire back answers to these questions instantly and accurately. This frees up your human team to focus on complex customer problems, high-value sales calls, and other tasks that actually move the needle. This division of labor—letting AI handle the grunt work while humans manage the relationships—is a powerful growth strategy. For anyone thinking about this shift, it's worth exploring the benefits and drawbacks of AI in corporate settings to get the full picture.
The goal isn't just to save money. It's to reallocate your most valuable resource—your team's time—toward activities that actually grow the business. An AI assistant is the perfect filter, making sure every call is handled professionally while elevating the work your human staff gets to do.
This approach doesn't just slash operational costs; it makes for a better customer experience. Callers get immediate answers without sitting on hold, and your staff can provide more focused, in-depth support when a call does get transferred to them. You can dive deeper into how this all works in our guide on the benefits of an AI receptionist for small business. By automating the mundane, you build a more responsive and efficient operation from the ground up.
Comparing Cost Scenarios for Your Business
Theory is one thing, but seeing how the numbers shake out in the real world is where the rubber really meets the road. To get a straight answer to "how much does a personal assistant cost?" we have to move past averages and look at practical examples.
Let's break down the annual expenses for a couple of common small businesses, comparing the three main assistant models side-by-side. These scenarios will bring the abstract costs of salaries, overhead, hourly rates, and per-minute pricing into sharp focus. Once you run the numbers, you'll see exactly how each choice hits the bottom line.
Scenario 1: A Local Locksmith Company
Picture a local locksmith who gets about 20 calls a day. Some are frantic, urgent lockouts, while others are just people asking for quotes on re-keying services. On average, each call takes about 3 minutes.
This is where the cost differences become impossible to ignore.
As you can see, the financial gap between human support and an AI assistant is massive. It really drives home how much more scalable modern tech can be.
Let's do the math on the annual cost for this locksmith:
- Full-Time In-House PA: A receptionist earning a $38,000 salary will actually cost the business closer to $49,400 once you factor in the ~30% for taxes, benefits, and overhead. And they're only available during standard business hours.
- Part-Time Virtual Assistant: A US-based VA working 20 hours a week at $25/hour costs $26,000 a year. It's more flexible, but you're still left with huge gaps in coverage—especially for those lucrative late-night emergency calls.
- AI Phone Assistant: Let's calculate the usage: 20 calls/day x 3 min/call x 365 days = 21,900 minutes. At just $0.25/minute, the total annual cost is a measly $5,475. That's for 24/7/365 coverage.
For a local service business, the difference is night and day. The AI handles every single call, around the clock, for a fraction of what even a part-time human costs. You never miss another emergency lockout call again.
Want a deeper dive into the numbers behind VAs? We break it all down in our guide to virtual receptionist costs.
Scenario 2: A Small Medical Clinic
Now, let's think about a medical clinic fielding around 40 calls a day. These are a mix of appointment requests, prescription refills, and questions about office hours, with each call lasting about 4 minutes.
For a business like this, efficiency isn't just about saving a few bucks. It's about giving patients better access and taking the administrative load off skilled medical staff who should be focusing on care, not answering phones.
Here’s how the costs stack up for the clinic:
- Full-Time In-House PA: A front desk receptionist in a medical office might make $42,000 a year. With benefits and overhead, the clinic is really paying around $54,600. This often means patient calls go straight to voicemail during lunch or after hours.
- Part-Time Virtual Assistant: A specialized medical VA could charge $35/hour. For 20 hours a week, that's an annual cost of $36,400. It helps with the call volume, but it doesn't solve the 24/7 accessibility problem.
- AI Phone Assistant: Let's run the numbers: 40 calls/day x 4 min/call x 365 days = 58,400 minutes. At $0.25/minute, the total annual cost is $14,600.
For service businesses like HVAC or towing, these high fixed costs are often a non-starter, especially when 60-80% of calls are routine questions. An AI slashes that cost to just $0.25 per minute while providing constant coverage. One locksmith we know switched from a call center charging $2 per call to an AI at $0.35 per minute. He was instantly able to capture critical details like vehicle make and location without the huge expense.
Annual Cost Breakdown for Small Business Assistant Solutions
To really put it all in perspective, here’s a table that summarizes the total annual financial commitment for a business like our locksmith example. From a purely budgetary standpoint, the choice is pretty clear.
| Cost Component | Full-Time In-House PA | Part-Time Virtual Assistant | AI Phone Assistant |
|---|---|---|---|
| Base Salary/Rate | $38,000 | $26,000 (at $25/hr) | $5,475 (at $0.25/min) |
| Overhead (Taxes/Benefits) | $11,400 | $0 | $0 |
| Total Annual Cost | $49,400 | $26,000 | $5,475 |
| Coverage Hours | ~40/week | ~20/week | 24/7/365 |
When you lay it all out like this, the numbers really do speak for themselves. The AI assistant delivers the most complete coverage for the lowest possible cost, fundamentally changing the economics of running a small business.
How to Choose the Right Assistant for Your Budget
Figuring out which assistant is right for your business can feel like a maze. But it really just boils down to answering a few honest questions about what you actually need. The sweet spot is where your task list, your daily operations, and your budget all meet.
So, let's start there. What work are you trying to get off your plate?
Is it complex, high-stakes executive support that demands someone who really gets your industry? Or is it mostly about handling the relentless, routine stuff like answering calls and scheduling appointments? The answer to that one question is the single biggest clue to how much a personal assistant will cost.
Assess Your Core Needs
Before you can pick a solution, you need a crystal-clear picture of your pain points. Answering these questions will cut through the noise and show you the path forward.
- What specific tasks will they handle? Make a real list, and be detailed. If 80% of that list is "answering phones" and "scheduling," then an AI assistant is probably a front-runner. But if "negotiating with vendors" or "planning the company retreat" is on there, you're looking at a human.
- What is your realistic monthly budget? This requires some brutal honesty. An in-house assistant is a serious financial commitment, often blowing past $50,000 a year when you factor everything in. On the other hand, a powerful AI solution can give you incredible support for just a few hundred dollars a month.
- Is 24/7 availability critical? If you're a locksmith or run a towing company, a single missed call after hours is a customer you'll never get back. Needing around-the-clock coverage makes human options astronomically expensive, while it’s exactly where AI shines. For many businesses, a 24-7 answering service powered by AI is the most practical and effective fix for this exact problem.
Matching Your Needs to the Solution
Okay, you've got your answers. Now you can line them up with the right type of assistant—one that actually solves your problem without breaking the bank. This last step makes the decision feel less like a guess and more like a strategy.
The best assistant isn't always the one that can do the most; it's the one that most efficiently solves your biggest operational bottlenecks within your budget.
Here’s a simple way to think about it:
- Choose an In-House PA for deep, strategic support where having someone physically present and woven into your company culture is non-negotiable.
- Choose a Virtual Assistant for flexible, project-based help or specialized skills you need, but not on a full-time payroll.
- Choose an AI Assistant for automating the high-volume, repetitive work like call handling and booking appointments—especially when 24/7 readiness and cost-effectiveness are your top priorities.
A Few Final Questions About Assistant Costs
It's natural to have a few lingering questions when you're trying to nail down the real cost of hiring an assistant. Let's tackle some of the most common ones to give you that last bit of clarity you need to make a smart call for your business.
Why Do Personal Assistant Salaries Vary So Much?
The price tag on a human personal assistant can swing wildly, and it really comes down to a few key things. Think about it: an in-house executive assistant in a major hub like New York, with a decade of experience under their belt, can easily pull in a six-figure salary plus a full benefits package.
On the flip side, an entry-level admin assistant in a smaller town might be closer to a standard hourly wage. The industry plays a huge role, too—tech and finance always pay a premium. And then there are specialized skills, like being bilingual or a wizard with complex software. Because the range is so massive, you absolutely have to define your needs before you even think about starting a search.
The heart of the cost difference is specialization and location. You're not just paying for someone's time; you're investing in their specific experience, skills, and the economic reality of where they live.
What Is the Main Difference Between a Virtual and an AI Assistant?
A virtual assistant (VA) is a real person, a professional who works remotely. You'll typically pay them by the hour or through a monthly retainer. They're brilliant at tasks that need a human touch—things like creative thinking, complex problem-solving, and genuine judgment.
An AI assistant, on the other hand, is a piece of smart software built to crush specific, high-volume jobs like answering calls or scheduling appointments. The real game-changers here are cost and scalability. AI is dramatically cheaper, it works 24/7 without a single break, and it can juggle a limitless number of calls at once. This makes it a no-brainer for automating routine communications.
How Difficult Is It to Set Up an AI Phone Assistant?
Getting an AI phone assistant up and running is surprisingly quick—often, it's a job you can knock out in just a few minutes. It’s nothing like the drawn-out process of hiring a person, which is a grind of recruiting, interviewing, and onboarding. An AI is ready to go almost instantly.
Usually, you just customize a script for how you want calls handled, forward your business number, and let the AI take the wheel. There's no extra hardware to buy, and you manage everything through a simple online dashboard. It's built for any business owner, no matter how tech-savvy you are.
Ready to see how an AI assistant can revolutionize your business calls without the hefty price tag? Marlie Ai delivers a 24/7, intelligent solution that never misses a call and saves businesses up to 80% on call-handling costs. Learn more and get started today.
