Virtual assistant pricing: How to set and raise your rates

Virtual assistants (VAs) tend to underprice their services in a bid to earn more clients and beat out the competition. But keeping your rates low can actually backfire, as it attracts the wrong type of clients and undercuts your value in the long run.

Because VAs support core business functions—from administration and operations to marketing and client communication—your pricing isn’t just about hours worked. It’s about the value and stability you provide. 

To figure out rates that are both fair and competitive, get to know the full range of factors that influence VA pricing. This guide covers realistic benchmarks, main VA pricing models, and how to calculate and raise your prices without losing clients along the way.

What affects pricing for virtual assistant services?

Several factors influence how VAs set their rates, starting with location. Checking the average salaries in your city on Glassdoor or Indeed can help anchor your pricing. For example, Glassdoor reports that VAs in the U.S. make an average of $52,841 per year, or about $25 per hour.

Your experience level and specialization matter just as much. Entry-level VAs may offer introductory rates starting at $15 per hour, while highly experienced or niche specialists can charge over $75 per hour for premium support. 

Your capabilities also influence your earning potential. VAs who offer high-value services—like C-suite support, website management, or bookkeeping—tend to command higher rates than those focused solely on general administrative work.

Lastly, the scope of the engagement will affect the final price. More hours per week, higher complexity, or additional demands (rush timelines, on-call availability, multi-team support) all justify higher rates.

Setting rates based on experience and specialty

It’s natural to wonder: “How much should I charge as a virtual assistant?” Especially if you’re new to the industry, you might be unsure about the right rates—and you’re not alone. Even seasoned VAs revisit pricing as they grow.

While the average rate in the U.S. is $25.77 per hour, actual pricing varies significantly. Most VAs charge between $15–$42 per hour, but specialized VAs may charge as much as $75+ per hour. 

For full-time support, monthly packages can range from $1,000 to $6,000 or more, depending on experience level and the type of work you handle. 

Although these numbers are useful reference points, your rates should ultimately reflect your unique background, expertise, and offerings. 

Virtual assistant pricing by experience level

Virtual assistant pricing by services

Overall, simple VA administrative support—such as data entry, email triage, or scheduling—typically falls at the lower end of VA pricing. But specialized skills such as C-suite support, digital marketing, or business consulting command higher rates. 

Choose a virtual assistant pricing model that works for you 

Selecting a pricing model isn’t just about the number on the invoice. It’s a strategic business decision that impacts your workload, client relationships, and income stability. 

Hourly rate

Hourly billing is a practical starting point for new VAs. It’s transparent, easy to track, and helps you learn how long different tasks take. The downside is that as your skills improve and you become more efficient, hourly pricing may limit your earning potential.

Monthly retainer

Retainers set a fixed monthly fee for a designated block of hours or a specific list of services. Deliverable-based retainers are particularly worthwhile for experienced VAs, as they allow you to focus on completing high-quality work without being penalized for efficiency. 

Retainers are often considered the gold standard for ongoing VA support, as they provide a well-defined scope of work and reliable income. Once you get some initial experience under your belt, transitioning clients to this model is a smart move. 

Package pricing

Package pricing works well if you offer specialized expertise or one-off project bundles. For example, an “Email Guru” monthly package might include 10 hours of inbox management, four email marketing campaigns, and one monthly report. 

This VA service model simplifies conversations with potential clients and streamlines your workload with clearly defined deliverables. 

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How to calculate minimum viable rate as a virtual assistant

Another way to settle on your rates is to calculate the minimum viable rate—the baseline amount you need to charge to cover costs and maintain a financial buffer.

Follow these three steps:

1. Tally overhead costs: Add up all business expenses, including laptop, internet, cloud storage, software (such as Canva, Loom, CRM tools, and AI platforms), professional website, and marketing spend. 
2. Add a 30% margin: Include a 30% buffer to account for taxes and any unexpected costs.
3. Divide the total by expected hours: Estimate how many hours you expect to work each month, then divide the total (costs plus margin) by that number to arrive at your minimum viable rate.

Here’s the formula:

Minimum viable rate = Monthly business expenses × 1.3 ÷ Expected monthly hours

Let’s say your overhead is $1,500 per month and you expect to work 80 hours a month (about 20 hours per week), then:

$1,500 × 1.3 ÷ 80 = $24.38

This means you need to charge at least $24.38 per hour to cover your costs and break even.

If you prefer monthly retainers instead of hourly billing, simply skip the final division: 

$1,500 × 1.3 = $1,950

In this case, your total monthly retainer fees should add up to at least $1,950. 

When and how to raise virtual assistant prices

As your client list grows and VA skills sharpen, it’s natural to contemplate a rate increase.

Still, many VAs and other independent professionals hesitate to adjust their pricing out of fear of losing clients. In reality, increasing prices is a normal and necessary part of running a growing business.

To navigate the transition to higher rates smoothly, start by recognizing the right moment. If you’re taking on higher-stakes tasks, mastering new systems, or improving turnaround times, you’re clearly demonstrating added value that justifies higher pricing. For long-term clients, your reliability and deep internal knowledge are also strong reasons to revisit your rates.

Next, approach the conversation with confidence. Broaching the subject of pricing can make you anxious, but asking for a rate increase is a standard part of doing business. Clients who value your work rarely push back on a well-timed pricing update, especially if you: 

• Show proof of value: Communicate to clients how your VA expertise, tool knowledge, or response times have improved. 
• Rework prices into retainers: Clients may perceive less of a jump when you repackage rates instead of raising them directly. Try to transition clients to strategic retainer-based pricing that prioritizes outcomes over hours. 
• Double-check the contract terms: Make sure your agreements clarify the scope of work, deliverables, and payment expectations to avoid scope creep and pricing confusion.

Run a more professional virtual assistant business with HoneyBook

Figuring out VA pricing that matches your value takes careful consideration. Look at your experience level, skill set, and location, and choose a pricing model that aligns with where you are in your career. 

As a guiding principle, don’t shy away from charging what you’re worth. Whether you’re just getting started or running a growing VA agency, your rates should match the quality and impact of the work you deliver to clients. 

HoneyBook helps you reinforce that value with a polished client experience. Send beautiful, branded proposals, protect rates with secure contracts, and automate follow-ups so every client feels like a VIP. Start your free HoneyBook trial today.