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How to make 2026 the year your VA business becomes profitable

If you’re a Virtual Assistant who’s fully booked, constantly busy, and doing all the things - but still not feeling confident in your business or seeing consistent income - you’re not alone. Many VAs hit a point where the work is coming in, but the business itself feels shaky. Pricing feels uncomfortable, systems are patchy (or non-existent), and you’re reacting to your to-do list rather than running a business.


This blog is for the Virtual Assistants who know they’re capable of more, and who want 2026 to be the year their business finally feels solid, sustainable, and profitable. 


If you’re a new VA - don’t exit the page! This blog will help you develop the foundations you need to build a solid VA business from day one.


Contents:


How to actually move the needle in 2026: the short answer


For a lot of VAs, profitability stalls because growth has outpaced structure.


Clients are coming in, work is happening, but the business underneath hasn’t quite caught up yet. That can look like signing new clients without a clear, consistent onboarding process. Or managing a full workload while never having protected time to plan the week ahead. Or saying yes to work that fits your skills, but not your capacity. Or accepting a red flag client, without having the mindset or boundaries in place for a successful relationship. 


These gaps aren’t a failure. They’re usually a sign that your business has moved into its next phase and needs stronger foundations to support it.


For most Virtual Assistants, that means focusing on a few core areas:

  • Stop selling tasks and start selling outcomes

  • Step fully into the CEO role - especially when it comes to boundaries and decision making

  • Use time tracking so your pricing is grounded in reality

  • Regularly review your services, rates, and capacity so the business continues to work for your life


This is where things start to feel steadier. Not because you’re doing more, but because the structure underneath is finally keeping up with the level you’re operating at.


And it doesn’t have to be a massive overhaul. Small, intentional tweaks compound quickly - and that’s where real momentum comes from.



Sell client outcomes, not admin tasks


Tasks are easy for clients to undervalue, but the outcomes are priceless. 


As an example - a client doesn't buy "inbox management"; they buy the reassurance that things aren’t slipping through the cracks. The headspace that they get back at removing the worry from their mental to-do list. 


This shift matters, particularly for generalist VAs, where the value often sits in what doesn’t go wrong. When admin is done well, it’s invisible. When it isn’t, everything becomes harder. Framing your services around outcomes helps clients understand the impact of your work and gives you a much stronger footing when it comes to setting pricing and boundaries.


Here’s what that might look like in practice for your client: 

  • Diary management → no missed meetings, protected CEO time, and a less overwhelming week 

  • Email support → faster decisions, fewer bottlenecks, and better customer service

  • General admin → smooth day-to-day operations, reduction of overwhelm, and increased efficiencies


All of which adds up to a better service that your clients deliver to their clients.



Treat your VA business like a business (not a side project)


A lot of VA businesses don’t struggle because of lack of clients. They struggle because the business itself isn’t being led with intention. 


That means scheduling regular time to work on your business, not just in it. CEO time isn’t a luxury - it’s essential time where decisions get made about pricing, capacity, systems, and what you say yes or no.


(And yes, you are the CEO, even if you are a brand new VA about to set up as a sole trader)


This often shows up as things like:

  • Winging it week to week rather than working towards any specific targets

  • Systems that slow you down, or no systems at all

  • A business that would grind to a halt if you stepped away for a few days


It’s also worth doing a professional basics check-in. Things like:

  • Contracts and insurance that protect you and your clients

  • A custom domain and professional email so your business feels established

  • Invoicing that’s clear, consistent, and sent on time

  • Clear expectations so clients know how it feels to work with you


For a back-to-basics check-in, see What infrastructure do VAs need? 


From the outside, does your business signal stability? That might be through consistent, clear information about how you work via social media platforms, or on a website. 


Read more here: Is having a website essential for your VA business? (Spoiler: you don’t necessarily need one immediately, but it is a solid investment which also signals that you’re serious, and not a flash-in-the-pan side hustle that will disappear in a few months).



Why time tracking is essential for a profitable VA business


If you don’t know where your time is going, it’s almost impossible to price confidently or accurately.


Time tracking isn’t micromanaging yourself - it’s clarity and data. Track everything for a few weeks:

  • Client work (broken down by client and task)

  • Your business admin

  • Marketing

  • Learning

  • Business development

  • Any Other Business


(I even have a time-tracking project I’ve named ‘Personal’, where I track the time I spend on household admin, homework etc, as that feels like a full time job at times!) 


Time tracking shows you your true capacity, how much of your time is genuinely billable, where time quietly leaks away, and which clients or services are actually profitable. It also gives you something solid to work from when it comes to pricing decisions, client reporting, and articulating the value you bring.


I use Toggl - a brilliant free tool - along with other software I cover in my VA tech stack blog.


It often comes as a surprise to new VAs that there is a massive difference in time spent working in your own business vs as an employee. Every loo break, five minutes to make a cup of tea, breaking off to answer the phone, task switching - they all reduce the time available for focused, chargeable work. It’s not unusual for a self-employed 9-5 to result in 6-7 hours of trackable work - and only 4-5 of those might be billable client hours. 


Knowledge is power. If you know which services are most profitable and where your time is disappearing, you can plan to optimise your income potential without burning out.



Reviewing your VA pricing: hourly rates, retainers, and packages


January is a great month for reviewing and planning - when you should ask: Is my pricing still working for me? (Though this should be on your radar regularly, not just in January.)


As your business evolves - so should your pricing. Consider whether your current services and rates reflect where you are now rather than where you started.


Things to consider:

  • Experience gained

  • The niche you work within

  • How in-demand your services are

  • Industry standards (check the annual SVA Survey for information on this)


You’ll read VA advice telling you that you must niche and that you must price by package. Personally, I don’t subscribe to either rule. Read more here: Do you need to niche as a VA - and is it time to? 


There’s no “right” pricing model. Hourly rates are a great way to get started, and some services naturally lend themselves to this model - others naturally work as packages or retainers. Many VAs land on a hybrid approach, and that’s completely valid. Reflect on what works for your current business, and check out Hourly rates vs packages, retainers vs ad hoc - or both? for help making the decision.



When to scale your VA business with associates or a team


If you’re consistently at capacity and want to grow your business (and your income) without working all of the hours under the sun (let’s be honest, you didn’t start your business for that), scaling might be the next conversation. 


Signs it might be time:

  • You’re struggling to keep up with workload

  • You find yourself turning away potential clients 

  • Things feel stagnant or you’re craving new challenges

  • You’re being asked to do tasks that you don’t personally offer

  • You’ve hit an income ceiling for your current capacity 


Scaling doesn’t automatically mean hiring a full team or building an agency. For many VAs, it starts much smaller. That might look like bringing in an associate to take on any new clients, outsourcing some tasks for your own business (yes, getting your own VA!), using white-label support behind the scenes, or collaborating with other VAs to offer a broader service without taking everything on yourself.


The important thing is that scaling should support your foundations, not undermine them. If your pricing, systems, and processes aren’t solid, adding more people or work can increase stress rather than relieve it. When those foundations are in place, scaling becomes a way to increase income, create variety, and protect your time.



Community support plays a quiet but important role here - learning from people a few steps ahead can save a lot of trial and error.


Want to make your journey to becoming a Virtual Assistant even easier?


If you’d like a clear starting point, grab our free ten step plan to becoming a VA. It walks you through the practical steps, from setup and pricing to compliance and finding clients, so you can move from thinking about it to actually doing it.



Key takeaways for making your Virtual Assistant business profitable


  • Sell the Relief: Describe the results of your work, not just the tasks you do. Clients value clarity, consistency, and headspace more than a list of admin jobs, and this makes pricing and confidence much easier.

  • Take your business seriously: Set yourself up for success with proper systems, professional tools and protected time to work on your business.

  • Audit yourself regularly: Your VA business should evolve as you do. Take time to reflect on 

    • Your pricing

    • Your services

    • Your capacity

    • Your business structure

  • Focus on foundations, not hustle. Profitability comes from small, deliberate decisions that strengthen the structure underneath your business over time.


FAQs

Is general admin still a viable service for VAs to offer?

Absolutely. General admin is the operational engine that keeps businesses running. The key is ensuring clients understand that your "generalist" support is actually high-level operational management… and reminding yourself of that is helpful, too!

Is it normal to feel busy but not profitable as a VA?

Very normal. This usually happens when a business grows faster than its structure. Work is coming in and clients are happy, but pricing, capacity, or systems haven’t caught up yet. Feeling busy but not profitable is often a sign that your business is ready for stronger foundations, not that you’re doing anything wrong.

How many clients should a Virtual Assistant have to be profitable?

There isn’t a magic number. Profitability depends on your rates, services, capacity, and how efficiently you work. Some VAs are profitable with a small number of well-priced clients, others need more volume. The goal isn’t more clients, it’s the right balance between income, time, and energy.

Should I switch from hourly rates to packages?

There’s not one right answer, here. Hourly rates offer flexibility and work well for many services, packages and retainers can create stability. The best model is the one that fits your services, your clients, and how you want your business to run - which might mean a combination. Hourly rates vs packages, retainers vs ad hoc - or both? can help you to work out what the best options are for you. 

How do I find time to work on my own business?

Treat your business like it’s a client. Book protected time into your calendar - ideally earlier on in the week. Even one hour a week makes a noticeable difference over time.

What time tracking software should I use as a VA?

Any tool you’ll actually use consistently is the right one. I use Toggl, which is a brilliant free option and easy to get started with. Time tracking isn’t about perfection, it’s about visibility. Even a few weeks of data can make a big difference to pricing and planning.

What should I charge as a Virtual Assistant?

Rates vary widely depending on services and experience. The VAs I’ve mentored currently charge anywhere between £20 and £45 an hour. What matters most is that your pricing reflects your experience, the value you provide, and the reality of your capacity, not just what you charged when you started. Industry benchmarks like the SVA Survey can be useful context, but your pricing should always work for your business and your life.



Next steps


Building a profitable VA business rarely happens in isolation. Progress comes from having some direction, making intentional adjustments, and being supported while you do it.


If you want to start moving things forward without overwhelming yourself, start here:


Audit your current week: Start time-tracking everything you do - not just the tasks -  from tomorrow to see where your "hidden" work is.


Reframe one service: Choose a service you offer and rewrite it, focusing on the outcome you provide. This alone can shift how you value your work - so clients will do the same. 


Find your village: Support matters. Learning alongside people who understand the realities of VA life makes decisions easier and progress quicker. The VA Village is here for support, perspective, and practical advice. It’s not about rushing to scale or following a single method - it’s about building a business that genuinely works for you.



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Kayleigh Johnstone, Founder of The VA Village

About the Author:


Kayleigh Johnstone is the founder of COZ & Co, an award-winning Business Support & Visibility Agency, and the creator of The VA Village. As a qualified EMCC Coach and Mentor, Kayleigh is dedicated to helping incredible women launch and grow profitable, flexible Virtual Assistant businesses. A recognised leader in the UK small business community and a Small Biz 100 featured entrepreneur, she provides a clear blueprint for VAs who want to stop chasing the 9-to-5 and build a guilt-free business that values their individual brilliance


 
 
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