What BELAY, Inc. does

BELAY, Inc. is a privately held U.S. company founded in 2010 and headquartered in Atlanta, Georgia, that provides virtual assistant and outsourced financial services to business leaders. It operates two core service lines — Assistant Solutions (executive, marketing, operations, personal, social media, virtual, and financial client services assistants) and Financial Solutions (bookkeeping, full-service accounting, payroll, tax services, fractional controller, fractional CFO, accounting clerks, and inventory consulting) — delivered remotely by a curated bench of 2,000+ pre-vetted U.S.-based professionals drawn from the top 3% of applicants. Since founding, BELAY reports having matched over 25,000 leaders across 50+ industries, and has achieved 40 consecutive quarters of growth prior to a 2021 majority stake sale at $126M in revenue.

The company runs a human-driven matching process rather than a self-serve marketplace: prospective clients complete an intake form, are matched with a Solutions Consultant, and are paired with a briefed professional, supported by a Right-Fit Guarantee and a claimed 93% first-match success rate. Delivery is augmented with AI and automation tools (document summarization, inbox and workflow automation, real-time reporting) integrated with industry-standard platforms including QuickBooks Online, Xero, and Bill.com. The technology stack is cloud-based with bank-level encryption, secure file sharing, and multi-factor authentication; no proprietary AI models, patents, or SDK offerings are disclosed.

BELAY makes money through subscription-style monthly engagements with pricing customized by service line, scope, and complexity, targeting solopreneurs through businesses with $50M+ revenue. GTM is consultative inside sales supplemented by referral partnerships with high-reach business thought leaders (Donald Miller, Dave Ramsey, Michael Hyatt, Carey Nieuwhof, Maxwell Leadership, The Perfect RIA) and the 'One Next Step' podcast as content marketing. The customer base spans 12+ named verticals including churches, coaching, construction, CPG, financial advisors, food & beverage, health & wellness, legal, nonprofit, private healthcare, real estate, and SaaS. CEO Tricia Sciortino leads the company with COO Lisa Zeeveld and VP of Marketing Amy Appleton, and BELAY expanded its financial advisory capability through the July 2024 acquisition of CFO Advisory Services.

Name

BELAY, Inc.

Legal name

BELAY, Inc.

Website

https://belaysolutions.com

Company type

Private

Founded year

2010

Operating status

Operating

Short description

BELAY is a U.S.-based virtual assistant and outsourced financial services firm matching business leaders across 50+ industries with a curated bench of 2,000+ pre-vetted remote professionals, serving over 25,000 leaders since 2010.

Ownership category

akta.pro rank

Product category

Virtual Assistant & Outsourced Accounting Services

NAICS

Temporary Help Services (561320), Employment Services (5613), Office Administrative Services (56111)

SIC

Services-Employment Agencies (7361), Services-Help Supply Services (7363)

akta.pro primary industry

Clerical & Customer Support Temp Staffing (BPACACAC)

Keywords

• Virtual assistant services
• Outsourced accounting services
• Fractional CFO services
• Executive support services
• Remote bookkeeping services

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Assistant Solutions (Virtual Assistants): Fractional U.S.-based virtual assistants providing executive support, marketing support, operations support, personal assistance, and social media management. Services are delivered as ongoing monthly engagements with dedicated professionals.
2. Financial Solutions: Outsourced accounting and financial services including bookkeeping, full-service accounting teams, payroll, tax services, fractional controller, and fractional CFO services. Delivered by vetted U.S.-based financial professionals on a scalable fractional basis.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

BELAY provides two primary service lines: Assistant Solutions (dedicated U.S.-based virtual assistants for executive, marketing, operations, personal, social media, financial client services, and general virtual support) and Financial Solutions (bookkeeping, full-service accounting teams, payroll, tax services, fractional controller, fractional CFO, accounting clerks, and inventory consulting). All engagements are staffed by pre-vetted U.S.-based professionals matched through a human-driven process and delivered remotely on a monthly subscription basis.

Product overview

BELAY, Inc. offers two primary service lines: Assistant Solutions and Financial Solutions. Assistant Solutions provides U.S.-based virtual assistants across seven specializations (Executive, Marketing, Operations, Personal, Social Media, Virtual, and Financial Client Services) who handle administrative tasks, project coordination, and customer management. Financial Solutions delivers outsourced accounting services through a tiered model ranging from basic Bookkeeping through to Fractional CFO services, including Full-Service Accounting Teams, Payroll, Tax Services, and Inventory Consulting. The company matches over 25,000 leaders across 50+ industries with pre-vetted professionals using a human-driven matching process with a 93% first-match success rate.

Differentiator

Problem solved

Functional benefit

Products and services

• Assistant Solutions BELAY's Assistant Solutions service line matches clients with dedicated U.S.-based virtual assistants across specializations including executive, marketing, operations, personal, social media, financial client services, and general virtual tasks. Assistants handle inbox management, calendar coordination, travel planning, project coordination, customer follow-up, and executive representation on a monthly subscription basis.
• Executive Assistants Dedicated U.S.-based executive assistants providing high-level administrative support for leaders, including inbox management, calendar coordination, meeting preparation, travel arrangements, and representation of executive voice to free executive time for strategic decisions.
• Marketing Assistants Remote marketing professionals who execute campaigns, manage social media scheduling, handle email marketing, CRM updates, blog publishing, and content workflow management to support business growth.
• Operations Assistants Support professionals who streamline team operations, improve efficiency, and help businesses scale without friction by coordinating workflows, processes, and operational logistics.
• Personal Assistants Assistants who handle personal life management tasks including scheduling, reservations, family logistics, and day-to-day administrative support to help clients be present where they need to be.
• Social Media Managers Specialized assistants who manage social media content scheduling, posting, engagement, and strategy execution across multiple platforms.
• Virtual Assistants Remote general administrative professionals who provide flexible support for tasks including inbox management, scheduling, research, and project coordination.
• Financial Client Services Assistants Specialized assistants for the financial industry who help financial advisors manage client communications, scheduling, and administrative tasks to ensure clients feel professionally taken care of.
• Financial Solutions BELAY's Financial Solutions service line provides outsourced accounting services through U.S.-based financial professionals, including bookkeeping, full-service accounting teams, payroll, tax services, fractional controller, and fractional CFO services. Designed to scale with businesses from startups to established businesses requiring strategic financial guidance.
• Bookkeeping Monthly reconciliation, accounts payable and receivable management, financial statement preparation, payroll coordination, and tax-ready books for startups and growing SMBs, delivered by U.S.-based financial professionals.
• Full-Service Accounting Team Custom financial teams for high-growth and multi-entity businesses with $2M+ revenue, providing controller-level oversight, month-end close management, budget vs. actuals reporting, and cash flow management.
• Full-Service Payroll Complete payroll processing including direct deposits, tax filings, and comprehensive payroll reporting handled remotely by U.S.-based professionals.
• Tax Services Corporate, personal, and quarterly tax preparation and filing, guided by tax advisory services to ensure compliance and optimization.
• Fractional Controller Financial oversight, accuracy management, and financial process management providing controller-level expertise on a fractional basis.
• Fractional CFO Strategic financial leadership including strategic planning, forecasting, budgeting, capital insights, KPI dashboards, and scorecards tailored to business needs for businesses ready for strategic growth.
• Accounting Clerks Accounts payable and receivable management, data entry, and account reconciliation services for operational financial support delivered by U.S.-based professionals.
• Inventory Consulting COGS management, restocking, and forecasting for product-based businesses, including inventory management system setup and implementation (e.g., Cin7 Core).

Quantifiable outcome

• Save 10+ hours per week through effective delegation to BELAY professionals
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• Trivela GroupminorOthers · 1 January 2021Bryan and Shannon Miles, the founders of BELAY, invested the proceeds from their 2021 sale of BELAY through Trivela Group, an investment vehicle used to acquire international soccer clubs (Walsall F.C., Drogheda United F.C., Silkeborg IF, Trivela FC Togo). This is a personal investment by the founders, not a corporate partnership for BELAY as a company.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wing: Wing offers dedicated virtual assistants with a tech-enabled matching and management platform. It targets the same SMB and executive delegation use case as BELAY's Assistant Solutions.
• Wishup: Wishup provides pre-vetted remote virtual assistants and executive assistants, primarily to entrepreneurs and small businesses. Direct head-to-head competitor on dedicated VA matching and pricing structure.
• Prialto: Prialto provides managed remote executive assistants and virtual support teams to executives and small businesses. It competes head-to-head with BELAY on dedicated, premium-VA offerings.
• Time Etc: Time Etc is a U.S./UK-based provider of dedicated virtual assistants for entrepreneurs and small businesses. It directly competes with BELAY's Assistant Solutions on the same fractional-executive-support value proposition.
• Toptal: Toptal is an elite freelance talent marketplace that places professionals across business functions. It overlaps with BELAY's curated, premium-talent matching model, though it spans a broader set of roles than BELAY's admin/finance focus.
• Bookkeeper360: Bookkeeper360 offers outsourced bookkeeping, controller, and CFO services to SMBs using cloud accounting platforms. Comparable to BELAY's Financial Solutions tiered offerings.
• Pilot.com: Pilot provides outsourced bookkeeping, accounting, and CFO services for startups and small businesses. It is a direct competitor to BELAY's Financial Solutions, particularly the bookkeeping and full-service accounting offerings.
• Bench (by Automattic): Bench combines software with dedicated bookkeepers to deliver monthly bookkeeping for small businesses. It directly competes with BELAY's Bookkeeping and Full-Service Accounting Team modules.

Broad incumbents

• Upwork: Upwork is the largest freelance marketplace for virtual assistants, accountants, and marketing professionals. It does not match BELAY's dedicated, managed-service model but is the primary alternative for price-sensitive buyers of comparable skills.

Emerging players

• Botkeeper: Botkeeper combines AI/automation with human accountants for bookkeeping and accounting services. It targets the same SMB customer base as BELAY's Financial Solutions but with a more software-led delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/belay-solutions

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 BELAY, Inc.