GYST

What GYST does

GYST (legally BSLM, INC.) is a New York City-based personal and executive assistant concierge service founded in 2009. The company directly employs, vets, trains (via the proprietary GYSTification program), insures, and bonds all of its assistants, requiring candidates to have at least two years of prior experience supporting celebrities, prominent families, or C-level executives. GYST serves high net worth individuals and families, executives, serial entrepreneurs, public figures, and—on a secondary basis—recently funded startups, with its primary service area covering Manhattan and Brooklyn and routine reach into the Hamptons, Shelter Island, and Fishers Island, plus availability-based coverage of Westchester and New Jersey.

The core technology stack is a service-delivery platform assembled from third-party integrations rather than proprietary AI or ML systems. Key components include Trello for client-assistant project collaboration, 1Password for secure credential sharing, Google Workspace (Docs, Sheets, Calendar) plus Microsoft Outlook for productivity, Dropbox for file sharing, Square as the PCI-compliant payment processor, and PEX powering the Pyggy Bank spending card program. Differentiating operational features include real-time billing with no rounding, a dedicated primary assistant model with team backup, a rapid Signature Start onboarding (clients matched within ~10 days), and the GYSTList curated partner network for ancillary services such as childcare, housekeeping, painting, junk removal, and hotel booking.

GYST's revenue model is built on recurring subscription revenue from tiered monthly service packages ($3,600/month floor for 40-hour minimum engagements; full-time 120-hour minimum engagements at the same starting price) supplemented by a $2,500 annual membership fee that unlocks GYSTList perks, Pyggy Bank, 1Password vault, and team access for special projects. A separate "Your Own Assistant" placement line produces episodic revenue from sourcing and onboarding directly hired assistants at client salary levels starting at $85,000. The company maintains a 3-month minimum initial commitment and enforces a 4% credit-card transaction fee. The go-to-market motion is direct-to-consumer and concierge-led: website inquiries lead to phone consultations, complimentary introductory sessions, and personalized matching, with growth driven primarily by word-of-mouth, content marketing (blog, LinkedIn, email newsletter), and partner referrals rather than paid acquisition.

Name

GYST

Legal name

BSLM, INC.

Website

https://gystplease.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

GYST is a New York City-based concierge service that directly employs, vets, and trains personal and executive assistants for high net worth individuals, families, executives, and entrepreneurs, operating on tiered monthly subscription engagements with a curated partner ecosystem.

Ownership category

akta.pro rank

Product category

Personal Assistant Services

NAICS

All Other Support Services (561990)

SIC

Services-Personal Services (7200)

akta.pro primary industry

VIP/White-Glove & Executive Support (BPAAABAL)

Keywords

• Personal assistant services
• Executive assistant staffing
• Household management services
• Concierge personal support
• Lifestyle management services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Membership Fee: One-time annual fee providing access to exclusive GYSTList partner offers, Pyggy Bank purchasing program, 1Password storage vault, access to the entire GYST team for special events and large projects, and Trello-based project management.
2. Monthly Service Packages: Recurring monthly fees based on engagement level (hours per month). Part-time engagement starts at 40 hours/month minimum, with additional hours available. Full-time engagement provides 120 hours/month minimum with dedicated exclusive assistant time.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

GYST provides vetted, trained, insured and bonded personal and executive assistants on an hourly subscription basis to high net worth individuals, families, executives, and entrepreneurs in New York City. The service includes a proprietary assistant-matching process, real-time billing without rounding, dedicated primary assistants with team backup coverage, and the Pyggy Bank purchasing program and 1Password vault for secure transactions and credential sharing.

Product overview

GYST is a personal and executive assistant matching service operating as a platform-plus-modules architecture. The core offering consists of three engagement tiers: Part Time (40 hours/month minimum, $3,600/month), Full Time (120 hours/month minimum), and Your Own Assistant direct hire placement ($85K+ annual salary). These are supported by Signature Start for rapid 10-day onboarding, the GYSTList curated partner network, Pyggy Bank secure purchasing, and GYSTification assistant training. The service requires a $2,500 annual membership fee and includes real-time billing with no rounding, a dedicated matched assistant, team backup coverage, and 1Password vault access for secure credential sharing. GYST insures and bonds all its assistants and serves high net worth individuals, families, executives, and entrepreneurs primarily in Manhattan and Brooklyn.

Differentiator

Problem solved

Functional benefit

Products and services

• Part Time Engagement Subscription-based part-time personal assistant service providing a minimum of 40 hours per month (approximately 10 hours per week) of dedicated assistant support for high net worth individuals, families, and executives in NYC. Includes annual membership, GYST Signature Start onboarding, Pyggy Bank purchasing program, and 1Password vault access.
• Full Time Engagement Subscription-based full-time personal assistant service providing a minimum of 120 hours per month (30-40 hours per week) with a dedicated assistant who works exclusively with the client. Designed for principals who require deep, ongoing support across household, personal, and professional needs.
• Your Own Assistant (Direct Hire) Full-time direct-hire placement service in which GYST sources, screens, and provides additional onboarding and training for an assistant that the client then employs directly. Placements carry annual salaries starting at $85,000.
• Annual Membership Annual fee-based membership priced at $2,500 per year that unlocks access to GYSTList partner offers, the Pyggy Bank purchasing program, a 1Password secure storage vault, access to the full GYST team for special events and large projects, and Trello-based project management tools for the client-assistant relationship.

Quantifiable outcome

• Begin working with an assistant in as few as 10 days
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• SquarecoreTechnology or IntegrationSquare serves as GYST's PCI-compliant payment processor, handling credit card and payment information using industry-standard security measures for processing client transactions.
• PEXcoreTechnology or IntegrationPEX is used to operate the Pyggy Bank service, which allows assistants to make purchases on behalf of clients without accessing their personal credit card information, providing secure spending capabilities.
• 1PasswordcoreTechnology or IntegrationIndustry-leading password management service used to securely store and share client passwords with assistants. All GYST assistants are required to use 1Password unless clients already use comparable services like LastPass or Dashlane.
• TrellocoreTechnology or IntegrationProject management platform used for simplified client-assistant collaboration. Included as part of annual membership, enabling clients and assistants to track tasks, projects, and priorities.
• MNFDLminorOthersFeatured partner in the GYSTList network, providing services that GYST assistants commonly source for clients.
• CertaPro PaintersminorOthersFeatured partner in the GYSTList network offering painting services that GYST assistants coordinate for clients undertaking home improvement projects.
• Hotel EngineminorOthersFeatured partner in the GYSTList network providing hotel booking services, likely offering preferential rates or access for GYST clients.
• Bell Family CompanyminorOthersFeatured partner in the GYSTList network offering virtual babysitting and childcare services that GYST assistants coordinate for busy families.
• JunkluggerminorOthersFeatured partner in the GYSTList network offering junk removal and decluttering services that GYST assistants coordinate during closet reorganization and home organization projects.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wing Assistant: Subscription-based executive/personal assistant service offering dedicated remote assistants to founders, executives and busy professionals. Directly competes with GYST on the core value proposition of high-touch assistant matching, though GYST emphasizes in-person NYC service while Wing is remote-first.
• Double (Executive Assistant Service): Executive assistant service that provides trained assistants to founders and executives on a subscription basis. Closely comparable business model (matched dedicated assistant, recurring revenue, premium positioning) to GYST, competing for the same C-level and founder persona.
• Belay Solutions: US-based virtual assistant and executive assistant staffing firm serving executives, entrepreneurs and small business owners. Directly comparable model of matching vetted, US-based virtual assistants with high-end clients on subscription engagements.
• Time Etc: Long-established virtual assistant service providing matched, trained assistants to entrepreneurs and executives on recurring monthly plans. Comparable subscription model and target persona, though more SMB-leaning versus GYST's HNW skew.

Emerging players

• Magical: AI-powered automation tool that helps knowledge workers eliminate repetitive tasks (data entry, messaging, scheduling). Addresses the same pain points as GYST but via software rather than human assistants, making it a partial substitute and emerging competitive threat.
• Sweep: AI executive assistant software that autonomously manages calendars, emails and tasks for founders and executives. Emerging software alternative targeting the same productivity problem GYST solves with human assistants.

Broad incumbents

• TaskRabbit: Large-scale online and in-person marketplace for errands, moving help, cleaning, and personal tasks. Overlaps with GYST on errand execution but lacks the dedicated, vetted, relationship-based personal assistant model; competes more on price and convenience.
• Robert Half International: Global staffing and talent solutions firm placing administrative, executive assistant, and office support professionals. Competes for the same assistant labor pool GYST recruits from and serves overlapping enterprise clients, though at broader, less curated price points.
• Adecco Group: Global HR services and staffing company with dedicated office support and executive assistant placement lines. Broad incumbent competing for assistant talent and enterprise buyers rather than GYST's direct-to-consumer HNW niche.

Regional players

• The Concierge Company (NYC): New York-based luxury concierge and lifestyle management firm serving HNW and corporate clients with errands, event planning and personal requests. Regional player with overlapping NYC HNW clientele and a comparable white-glove positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gyst1
• Xx.com/getgyst

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about GYST