AdminAssist
AdminAssist is a South Africa-based, privately held virtual assistant services firm founded in 2012, providing outsourced administrative support, virtual bookkeeping, and specialised services to SMBs, professionals, and select international clients via a curated network of 36-42 pre-screened assistants billed per hour or monthly retainer.
- Company typePrivate
- Founded2012
- HeadquartersPretoria, South Africa
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AdminAssist does
AdminAssist is a South Africa-based virtual assistant services company founded in 2012 by Lourita Stofberg, operating a curated network of 36-42 pre-screened virtual and onsite assistants managed by Director of Team Development and Operations, Letitia Purchase. The company sells outsourced administrative, virtual bookkeeping, customer relations management, document/calendar management, and executive services (translation, transcription, meeting minutes, project management) to small and medium businesses, professionals, and select international clients. Revenue is generated primarily through direct-to-consumer engagement via the company website, with clients billed per hour or on a monthly retainer, plus ad hoc arrangements for trial or irregular needs; no published price points or proprietary technology platform exist. Operations span South Africa and select international markets (notably the United States, where a Michigan consulting firm has been a client since 2016), and the company positions itself on cost arbitrage from its South African base, flexible fee structures, and a matchmaking process that pairs clients with hand-selected assistants. AdminAssist is privately held, founder-owned with Marcia Venter (Director of Sales & Marketing) holding an ownership stake acquired after joining in 2013, and has no external institutional funding, parent company, or known M&A activity.
AdminAssist firmographics
Firmographics- Name
- AdminAssist
- Legal name
- AdminAssist
- Website
- https://adminassist.co.za
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdminAssist is a South Africa-based, privately held virtual assistant services firm founded in 2012, providing outsourced administrative support, virtual bookkeeping, and specialised services to SMBs, professionals, and select international clients via a curated network of 36-42 pre-screened assistants billed per hour or monthly retainer.
- Ownership category
- akta.pro rank
AdminAssist industry classification
Industry- Product category
- Virtual Assistant and Outsourced Administrative Services
- NAICS
- Temporary Help Services (56132)
- SIC
- Services-Employment Agencies (7361)
- akta.pro primary industry
- Clerical & Customer Support Temp Staffing (BPACACAC)
Keywords
Where AdminAssist is headquartered
LocationHeadquarters
- HQ city
- Pretoria
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
AdminAssist business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Virtual Assistant Services (Hourly): Clients are billed per hour for virtual assistant work. Administrative tasks such as email management, scheduling, data entry, and general admin are billed hourly.
- Virtual Assistant Services (Monthly/Retainer): Clients can engage assistants on a monthly retainer basis, providing dedicated support at a fixed monthly fee. Specialised services such as transcription, meeting minutes, and project management may be agreed at alternative rates.
- Ad Hoc / Per Project Services: For clients who are trialling the arrangement or have irregular needs, ad hoc hours allow engagement without a long-term commitment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Per Hour — flexible billing for variable workloads |
| Subscription | Monthly | Per Month / Retainer — dedicated assistant support |
| Usage-based | Pay-as-you-go | Ad Hoc Hours — trial or irregular engagement |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
AdminAssist product offering
Product offeringCore offering
AdminAssist provides outsourced virtual assistant services to businesses and professionals, supplying pre-screened South Africa-based assistants who handle administrative tasks such as email management, scheduling, document handling, CRM management, customer follow-ups, bookkeeping, transcription, translation, and meeting minutes. Services are sold on hourly, monthly retainer, or ad hoc bases, with the company acting as a staffing/matchmaking intermediary rather than a software vendor.
Product overview
AdminAssist is a South Africa-based virtual assistant service provider founded in 2012, offering outsourced admin services and virtual bookkeeping. The company provides a portfolio of services including Virtual Assistant Services (core product offering staffed by pre-screened remote professionals), Virtual Bookkeeping (accounting and financial support), Customer Relations Management Support, Documents & General Business Administration, and Executive & Specialised Services (translation, transcription, meeting minutes, project management). Services are available on an hourly or monthly retainer basis, with no excessive recruitment fees. The company operates a matchmaking model to pair assistants with clients based on specific needs.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtual Assistant Services
- Virtual Bookkeeping
- Customer Relations Management Support
Quantifiable outcome
- A 10-minute weekly task delegated saves a full work day (8.5 hours) per year; a 10-minute daily task saves approximately 40 hours per work week.
Companies that use AdminAssist
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
AdminAssist technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AdminAssist partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
AdminAssist competitors and assessment
Company assessmentDirect peers
- Worldwide101: Worldwide101 provides dedicated virtual assistants to SMBs and entrepreneurs with a focus on affordable monthly and hourly plans. Comparable on service model (dedicated VAs, matchmaking) and customer segment (SMB owners and professionals).
- Wishup: Wishup is an India-based virtual assistant services company providing pre-vetted remote assistants and dedicated support to entrepreneurs and executives. Operates a similar matchmaking model with hourly and monthly pricing, competing directly in the SMB/professional segment.
- Time Etc: Time Etc is a US-headquartered virtual assistant services company providing dedicated remote assistants to entrepreneurs and small businesses. It is the closest direct functional peer to AdminAssist, offering similar matchmaking, hourly, and monthly retainer VA services targeting professionals and SMBs.
- Prialto: Prialto provides managed virtual assistant services to executives and small teams, primarily in the US market. Compares closely on dedicated assistant delivery model, SMB/leadership target, and bundled admin support including bookkeeping and project assistance.
- MyOutDesk: MyOutDesk provides virtual assistant staffing primarily to real estate, mortgage, and sales professionals but has expanded into broader SMB segments. Comparable for its matchmaking process, monthly retainer structure, and dedicated assistant model targeting SMBs.
- WoodBows: WoodBows offers pre-screened virtual assistants from South Africa and India to entrepreneurs, executives, and SMBs. As a competing South Africa-based VA provider, it directly overlaps on geography, talent sourcing, and SMB/professional target segments.
- BELAY Solutions: BELAY is a US-based virtual staffing company offering virtual assistants, bookkeeping, and web specialists to SMBs and leaders. Comparable in service breadth (admin plus bookkeeping), pricing structure (monthly dedicated), and target market to AdminAssist.
Emerging players
- Hello Rache: Hello Rache provides trained remote healthcare and general virtual assistants, primarily to US-based healthcare practices. Comparable in matchmaking model and SMB target but focused on the healthcare vertical, indicating partial service overlap.
Broad incumbents
- Fiverr: Fiverr is a global freelance marketplace covering administrative, bookkeeping, and executive assistance services. Competes indirectly by offering low-cost on-demand access to virtual assistants worldwide.
- Upwork: Upwork is a global freelance marketplace where businesses can hire individual VAs and admin contractors directly. Acts as a broad incumbent in the same market by enabling self-service hiring that competes with AdminAssist's curated matchmaking model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
AdminAssist social profiles
Digital presenceAdminAssist financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdminAssist leadership team
Management profileNumber of profiles
Profiles3 records
AdminAssist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdminAssist M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdminAssist
What does AdminAssist do?
AdminAssist provides outsourced virtual assistant services to businesses and professionals, supplying pre-screened South Africa-based assistants who handle administrative tasks such as email management, scheduling, document handling, CRM management, customer follow-ups, bookkeeping, transcription, translation, and meeting minutes. Services are sold on hourly, monthly retainer, or ad hoc bases, with the company acting as a staffing/matchmaking intermediary rather than a software vendor.
Is AdminAssist a public or private company?
AdminAssist is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdminAssist founded?
AdminAssist was founded in 2012. It employs 11 to 50 people.
Where is AdminAssist based?
AdminAssist is headquartered in Pretoria, South Africa, in the Africa region.
How does AdminAssist make money?
Three revenue lines are on record. Virtual Assistant Services (Hourly) is the primary driver. The others are virtual Assistant Services (Monthly/Retainer) and ad Hoc / Per Project Services.
Who are AdminAssist's main competitors?
Direct peers on record are Worldwide101, Wishup, Time Etc, Prialto, MyOutDesk, WoodBows and BELAY Solutions. Hello Rache is listed as an emerging player. Broad incumbents are Fiverr and Upwork.
Does AdminAssist have an API?
No public API is recorded for AdminAssist.
What industry is AdminAssist in?
AdminAssist's product category is Virtual Assistant and Outsourced Administrative Services. Its primary akta.pro industry code is BPACACAC, Clerical & Customer Support Temp Staffing. Its NAICS code is 56132 and its SIC code is 7361.