BELAY

What BELAY does

BELAY (Belay Solutions, LLC) is a 100% remote US-based staffing and financial services provider founded in 2010 by Bryan and Shannon Miles and headquartered in Roswell, Georgia (Atlanta metro). The company matches US-based professionals with businesses needing virtual executive assistants, marketing assistants, social media managers, bookkeepers, accountants, and fractional CFO/Controller services. Its contractor network has grown from 1,500+ in 2023 to 2,000+ in 2024, supported by a roughly 130-person corporate team. Leadership includes CEO Tricia Sciortino, Co-Founder and Co-Chair Bryan Miles, and COO Lisa Zeeveld (promoted from CFO).

BELAY operates a sales-led, direct-to-consumer SMB go-to-market targeting companies from pre-revenue through $50M+ across at least 12 verticals, including churches, coaching and consulting, construction, CPG, financial advisors, F&B, health and wellness, legal, nonprofit, private healthcare, real estate, and SaaS. Pricing is a quote-based flat monthly fee that is not publicly disclosed. The technology stack centers on matching and account-management platforms with workflow automation, automated task and inbox management, and real-time reporting; the company's AI positioning ("AI-Empowered Professionals") relies on third-party LLMs (ChatGPT, Claude, Perplexity) rather than proprietary models. Named customers include Chick-fil-A franchisees across 44 locations, Maui Jim, Creature Comforts Brewing, Michael Hyatt & Co., Grace Community Church, Lighthouse Family Retreat, and the National Speakers Association.

Since June 2021 the company has been PE-backed by Tenex Capital Management and has executed five acquisitions in the accounting and financial services space (Scale Finance, CFO Advisory Services, Fortiviti, Accountfully, and Fully Accountable) between 2024 and 2025, extending the platform from virtual assistants into fractional CFO, tax, payroll, and back-office services. The company has been recognized on the Inc. 5000 for ten consecutive years through 2024 and on the FlexJobs Top 100 for seven consecutive years.

Name

BELAY

Legal name

Belay Solutions, LLC

Website

https://belaysolutions.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BELAY is a 100% remote US staffing and financial services firm matching 2,000+ vetted contractors (executive assistants, bookkeepers, fractional CFOs) with SMBs across 12 verticals via flat monthly retainers. Founded 2010, PE-backed by Tenex Capital since 2021.

Ownership category

akta.pro rank

Product category

Virtual Staffing Services

NAICS

Temporary Help Services (561320), Office Administrative Services (561110)

SIC

Services-Help Supply Services (7363)

akta.pro primary industry

Benefits Administration & Total Rewards Outsourcing (BPACAKAE)

Keywords

• Virtual staffing services
• Outsourced executive assistance
• Fractional CFO services
• Remote bookkeeping services
• Virtual assistant solutions

Headquarters

HQ city

Roswell

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Subscription Retainer for Assistant and Financial Professionals: Recurring subscription-based revenue: clients pay a flat monthly fee to retain U.S.-based BELAY contractors (executive assistants, marketing assistants, bookkeepers, fractional CFOs/controllers, social media managers, etc.) on an ongoing basis.
2. Fractional/Outsourced Professional Services (CPA-adjacent): Professional services revenue from fractional CFO, fractional Controller, full-service accounting team, tax services, payroll, and deductions management engagements, delivered as recurring fractional support plus hourly/ad hoc work.
3. Managed Services for Client Operations: Managed service revenue covering end-to-end client operations support including onboarding, ongoing check-ins, and dedicated Client Success Consultant oversight under the 'BELAY Guarantee'.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels12 records

Core offering

BELAY provides U.S.-based remote virtual staffing and outsourced financial services on a subscription retainer basis. Its Assistant Solutions match vetted (top 3%) executive, marketing, social media, operations, personal, and general virtual assistants to client leaders, while its Financial Solutions deliver outsourced bookkeeping, full-service accounting, payroll, tax, fractional CFO/Controller, and inventory/deductions management. All engagements are scoped and delivered remotely, with a stated 93% first-match success rate and dedicated Client Success Consultant support.

Differentiator

Problem solved

Functional benefit

Products and services

• BELAY Assistant Solutions Core remote-staffing service line in which U.S.-based, pre-vetted professionals (top 3% of applicants) are matched on a fractional basis to take over inbox, calendar, operations, marketing, and social media work for client leaders, supported by a dedicated Client Success Consultant and AI-empowered tools.
• Executive Assistants Remote, U.S.-based executive assistants matched to leaders for calendar, inbox, travel, meeting prep, and follow-through support, operating at an executive-level rather than task-only posture.
• Marketing Assistants Remote marketing assistants that support execution across content, campaigns, and lead-flow workflows for growing businesses.
• Social Media Managers Remote social media managers who plan, create, and schedule social content and route leads into the client's CRM.
• Operations Assistants Remote operations assistants that handle recurring operational and process work for client organizations.
• Personal Assistants Remote personal assistants supporting leaders with personal scheduling, reservations, and life-admin tasks.
• Virtual Assistants Generalist remote virtual assistants provided through BELAY's contract network of more than 2,000 U.S.-based Virtual Assistants.
• BELAY Financial Solutions BELAY's outsourced accounting and financial-operations service line offering bookkeeping, full-service accounting, payroll, tax, fractional CFO/Controller, and inventory consulting on a fractional model that scales with the client's business.
• Bookkeeping Outsourced bookkeeping services that maintain up-to-date books and reconcile transactions on a recurring basis, leveraging cloud platforms such as QuickBooks and Gusto.
• Full-Service Accounting Team A managed accounting team that handles end-to-end accounting work for clients that prefer a fully outsourced department over a fractional model.
• Full-Service Payroll Outsourced payroll processing delivered as part of BELAY's financial solutions stack.
• Tax Services Tax preparation and filing services, including income-tax support, expanded through the Accountfully acquisition for CPG and inventory-based businesses.
• Fractional CFO Senior-level, part-time CFO leadership for strategy, forecasting, financial planning and analysis, and lender-ready reporting, expanded through the acquisitions of CFO Advisory Services and Scale Finance.
• Fractional Controller Fractional controller services providing controllership-level oversight over accounting operations.
• Inventory Consulting Specialized inventory and deductions-management consulting for CPG and inventory-based businesses, including dispute tracking against distributors such as UNFI and KeHE.
• Accounting Clerks Remote accounting clerks who handle transactional accounting work within BELAY's financial solutions.

Quantifiable outcome

• 93% first-match success rate on U.S.-based professional placements
• +4 more outcomes

Named customers9 records

Segments13 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered minor and flagship.

• McKinley Acquisition Corp.minorGTM or Marketing Partner · 9 April 2026McKinley Acquisition Corp. is co-hosting a 'SPAC Bootcamp' with Belay Global on April 9, 2026 at CBIZ (later moved to Graybar 19 Conference Center) in New York. The event focuses on SPAC formation, public market pathways, SEC processes, and operating as a public company. Note: 'Belay Global' is a separately referenced entity; the relationship is described as a co-hosted event, not a commercial channel.
• Fully AccountableflagshipStrategic or Co-development Partner · 9 December 2025BELAY acquired Fully Accountable as part of its strategy to enhance scalable financial solutions for growing businesses (announced December 9, 2025). The acquisition expands BELAY's Financial Solutions footprint.
• AccountfullyflagshipStrategic or Co-development Partner · 11 March 2025BELAY acquired Accountfully, an accounting firm specializing in outsourced financial services, to enhance its accounting offerings. The acquisition expands BELAY's services in income tax, inventory systems, and financial advisory, particularly benefiting inventory-based businesses in the CPG sector.
• FortivitiflagshipStrategic or Co-development Partner · 20 August 2024BELAY acquired Fortiviti, a provider of integrated accounting and back-office solutions for entrepreneurs, as part of its expansion of fractional accounting services. The acquisition enhances BELAY's service quality and support for business owners through new expertise and resources.
• CFO Advisory ServicesflagshipStrategic or Co-development Partner · 23 July 2024BELAY acquired CFO Advisory Services to expand its fractional CFO and financial operations offerings. The acquisition provides a broader range of accounting and strategic financial services to clients, especially those aiming to grow and expand.
• Scale FinanceflagshipStrategic or Co-development Partner · 30 January 2024BELAY acquired Scale Finance to expand its fractional financial services offerings, including fractional CFO and Controller services, announced in January 2024. The move better serves small businesses and nonprofits with tailored financial expertise and enhances BELAY's ability to deliver advanced financial planning, analysis, and strategic services.
• SharedXP (Dr. John C. Mrazek)minorGTM or Marketing PartnerDr. John C. Mrazek, Owner & President of SharedXP, is described in BELAY blog content as 'one of our partners who is helping to share how BELAY is serving churches and other organizations while positively impacting processes and operations.' SharedXP provides a co-branded guest article on BELAY's blog.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Prialto: Prialto provides managed virtual assistant services for executives, sales leaders, and operations teams, with a focus on integrated engagement management and dedicated Client Success support. Comparable to BELAY on the managed-services delivery model and the executive-assistant core product.
• MyOutDesk: MyOutDesk is one of the longest-running U.S.-based virtual staffing agencies, providing virtual assistants, executive assistants, and marketing assistants to SMBs and entrepreneurs. Directly comparable to BELAY on the Assistant Solutions line: same customer profile, same U.S.-talent emphasis, and similar subscription-retainer model.
• 1840 & Company: 1840 & Company provides remote staffing, virtual assistants, and back-office support including accounting and customer service. Comparable to BELAY on multi-product outsourcing (assistant + back-office finance) and the SMB subscription model.
• Time Etc: Time Etc is a U.S. and UK-based virtual assistant service founded in 2007, providing dedicated remote assistants to entrepreneurs and small businesses. Closely comparable to BELAY on subscription-pricing, English-speaking talent vetting, and an SMB/executive buyer profile.
• Worldwide101: Worldwide101 offers premium virtual assistant services to entrepreneurs and small business owners, with explicit positioning on vetted talent and U.S./Western time-zone coverage. Comparable to BELAY on the curated talent pool and the SMB/executive customer profile.
• B2B CFO: B2B CFO is one of the largest U.S. fractional CFO and Controller partnerships, serving growth-stage and middle-market companies with outsourced financial leadership. Directly comparable to BELAY's Fractional CFO and Financial Solutions offerings expanded via the Scale Finance, CFO Advisory Services, and Fortiviti acquisitions.

Emerging players

• Wing (by GetWing): Wing provides dedicated remote executive and sales assistants augmented by an AI assistant named Linda, targeting startups, executives, and small businesses globally. Comparable to BELAY on the assistant-product and SMB customer, with a more aggressive AI-automation posture that makes it a strategic alternative for buyers evaluating BELAY.
• Wishup: Wishup is an India-based virtual assistant and remote staffing startup providing dedicated VAs and executive assistants to SMBs and founders. Comparable to BELAY on subscription-pricing and core VA product, but operates globally at a structurally lower price point and is the type of lower-cost provider that pressures BELAY's U.S.-only premium positioning.

Broad incumbents

• Bench: Bench is a U.S. bookkeeping and accounting service for small businesses that combines software with a dedicated team of bookkeepers. Comparable to BELAY's Bookkeeping and Full-Service Accounting products on SMB financial outsourcing and on the software-plus-human delivery model.
• Pilot: Pilot provides outsourced bookkeeping, tax, and CFO services to startups and growing businesses, with a strong brand among venture-backed SMBs. Comparable to BELAY's Bookkeeping, Tax, and Fractional CFO offerings and a natural alternative buyer for BELAY's SaaS vertical customers.

Market position

Strengths5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/belay-solutions
• Xx.com/belay_solutions
• Facebookfacebook.com/belaysolutions

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BELAY