All Things Admin

What All Things Admin does

All Things Admin is a private U.S.-based training and professional development company founded in 2009 by Julie Perrine, headquartered in Portland with 1–10 employees. The company provides training materials, resources, and educational content targeted at administrative professionals and executive assistants, covering career growth, leadership, communication, technology, and efficiency topics. Its business model was subscription-based recurring revenue from access to training content, distributed through a content and community-led go-to-market motion aimed at the individual admin/EA persona.

As of September 5, 2024, All Things Admin was acquired by ASAP (American Society of Administrative Professionals), a strategic operating company and world-leading provider of training, community, and resources for administrative professionals. Following the acquisition, All Things Admin operates under the ASAP brand name, with founder Julie Perrine continuing to contribute training content. The company's curriculum is now distributed through ASAP's broader platform, which includes the PACE and SEAC certification programs, a free Circle community platform serving 132,000+ admins and EAs, live and on-demand courses, a resource library (articles, webinars, templates, guides), and a Career Center job board. Distribution spans ASAP's website, social media channels (Facebook, YouTube, Instagram, LinkedIn, TikTok), and global self-serve membership. The underlying technology stack is conventional web/community platform infrastructure with no disclosed proprietary technology, AI capabilities, or app presence.

Name

All Things Admin

Legal name

All Things Admin

Website

https://allthingsadmin.com

Company type

Private

Founded year

2009

Operating status

Acquired

Headcount range

1–10 employees

Short description

All Things Admin, founded in 2009 by Julie Perrine, provided training and resources for administrative professionals and executive assistants. Acquired by ASAP in September 2024, its content now operates under the ASAP brand within ASAP's 132,000+ member ecosystem.

Ownership category

akta.pro rank

Product category

Professional Development Training

NAICS

Professional and Management Development Training (611430)

SIC

Services-Management Services (8741)

akta.pro primary industry

Corporate Learning & Training Content Development (EDAGAKAC)

akta.pro secondary industries

Mentorship, Coaching & Office-Hours Platforms (MPACALAG), Human Resources & Talent Development (EDAGANAB)

Keywords

• Administrative training
• Executive assistant resources
• Professional development
• Career training content
• Administrative skills

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Training Materials and Content: All Things Admin provided training materials and resources for administrative professionals, which were made available to members through the All Things Admin website and later integrated into ASAP's platform following the acquisition.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

All Things Admin develops and delivers training content, materials, and resources for administrative professionals and executive assistants, covering career growth, leadership, communication, technology, and efficiency skills. Content is created by founder Julie Perrine and distributed to individual administrative professionals through subscriptions and (since September 2024) through the ASAP platform.

Product overview

All Things Admin was an independent training and resources company for administrative professionals, founded by Julie Perrine. On September 5, 2024, All Things Admin was acquired by ASAP (American Society of Administrative Professionals) and now operates under the ASAP brand. The combined offering includes All Things Admin's training materials alongside ASAP's certification programs (PACE and SEAC), the Circle Community platform, online courses, webinars, and career resources. The portfolio spans professional certification, skills training, community engagement, and career development services for the administrative profession.

Differentiator

Problem solved

Functional benefit

Products and services

• All Things Admin Training Materials

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ASAP (American Society of Administrative Professionals)coreStrategic or Co-development Partner · 5 September 2024As of September 5, 2024, All Things Admin officially joined ASAP. The acquisition expands ASAP's educational offerings for members, integrating All Things Admin founder and CEO Julie Perrine's training materials into the ASAP platform. All Things Admin now operates under the ASAP brand name.

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Udemy: A global online learning marketplace featuring numerous courses on administrative, executive assistant, and office productivity topics. Broad incumbent comparable in course-based delivery model but without specialization to the admin persona.
• LinkedIn Learning: A large-scale online learning platform offering professional development courses including administrative and executive assistant content. Broad incumbent comparable in delivery model (subscription content) but not specialized to the admin persona.
• Coursera: A major online learning platform offering professional development courses including administrative topics. Broad incumbent comparable in subscription/recurring content model but operating at much larger scale across many professions.
• Skillsoft: A corporate learning and professional development platform offering enterprise training content spanning business, technology, and productivity topics. Broad incumbent comparable in professional training/content model though not specialized to admin professionals.
• American Society of Administrative Professionals (ASAP): Now the parent of All Things Admin, ASAP is the broader incumbent serving the same persona with certifications, community, courses, and events. As a BROAD_INCUMBENT it competes with the admin training space while now owning All Things Admin's content IP.

Emerging players

• The Admin Academy: A specialized training provider for administrative professionals offering structured courses and professional development. Comparable as a niche competitor in admin-focused skills training, though smaller in scale.

Direct peers

• EA Institute: A training and certification organization focused specifically on executive assistants, offering courses and professional development programs — comparable in product format and target persona to All Things Admin.
• Office Dynamics International: A long-standing training and development company serving executive assistants and administrative professionals with courses, conferences, and resources — directly comparable to All Things Admin's training, mentoring, and resources offering for the same persona.
• International Association of Administrative Professionals (IAAP): A professional association offering certification, training, and community for administrative professionals. Highly comparable to ASAP/All Things Admin in target audience, certification programs, and community-based content delivery.
• Executive Secretary Magazine: A training and publishing brand for executive assistants and administrative professionals offering courses, conferences, and content — directly comparable to All Things Admin's content-and-training focus on the same EA persona.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/allthingsadmin
• LinkedInlinkedin.com/company/all-things-admin

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 All Things Admin