Virtual Assistant Pricing: Hourly rates vs packages, retainers vs ad hoc or both?!
- Jul 29
- 7 min read
Updated: Jul 31
If you’re wondering whether to charge hourly, offer retainers, create packages - or somehow juggle all three - you’re not alone. One of the most common questions I hear is: how should I price my Virtual Assistant services?
(TL:DR - if you aren’t sure about pricing, there is a fantastic guidance video and pricing calculator in The VA Village library - come and join us to get access!)
Pricing your services can be a huge mindset and strategy hurdle, one which I’ve seen holding back great VAs from starting or growing their businesses time and time again.
The truth is, doing nothing due to indecision is a far bigger problem than picking the ‘wrong’ pricing model. Messy action is better than no action! Plus, nothing is set in stone, what you decide today you can change in six months. And ultimately, there isn’t one ‘right’ way. The best pricing model for your VA business depends on your experience, confidence, capacity and the type of services you offer.
Let’s break it down clearly so you can choose (or combine) what works for you.
Contents:
Should a new Virtual Assistant charge hourly or offer packages?
At the start of most Virtual Assistant journeys, I recommend offering your services by the hour as the simplest and safest place to begin. There are several reasons for this:
You don’t yet know exactly how long tasks will take you.
You’re still refining your systems and processes.
You’re building confidence in delivery and boundaries.
You might be learning new skills.
In the early days, you might be doing more ad hoc hourly work, which can mean:
Inconsistent income
Difficulty forecasting capacity
A lack of long-term security
However, ad hoc work isn’t ‘less than’. It’s strategic when used intentionally. Starting this way can give you the opportunity to refine systems and gather data - tracking your time, noticing patterns, and building evidence for future pricing decisions - whilst earning.
As you gain experience and confidence, incorporating retainer hours and package options into your service offerings can be a game-changer for both you and your clients.
What is a retainer agreement for a Virtual Assistant?
Retainer agreements offer clients the opportunity to secure a set amount of your time within a specified time frame - for example, 10 hours per calendar month. So you are still working to your hourly rate, but on a retainer basis!
Retainers provide:
Predictable income for you
Stability of support for your client
Stronger sense of partnership, commitment and collaboration
Clearer capacity planning and income forecasting (alongside a robust contract)
You can decide the structure of your retainer yourself, whether it’s:
Paid in advance
Paid in arrears
‘Use it or lose it’ hours
Limited rollover of hours (with prior agreement)
You can also do task based work on a retainer agreement. For example, you might complete a specific task each month, and you and your client have agreed in advance that this work will be capped at no more than X number of hours. You are still working to an hourly rate, and they know a regular task is being safely outsourced.
It’s about what works for you and your client.
What are Virtual Assistant packages and what are the benefits of offering them?
A package (which can be delivered either on a retainer basis or as an ad-hoc project) is when you bundle together complementary deliverables or tasks for a set price.
Some services that lend themselves well to packages:
Social media management
PR support
Content creation
Website builds or refreshes
Launch support
Packages work beautifully when:
You’ve repeated a service multiple times
You know exactly how long it takes
You’ve refined your process
You can deliver efficiently without compromising quality
There is a set, measurable output - like ‘5-page website’, ‘20 social media captions’, or ‘Go High Level build’.
Developing packages is often a great way to earn more, as you benefit from becoming faster at a task without reducing the value to the client. The package price remains the same, the task takes you less time - and your effective hourly rate goes up!
One of the key advantages of offering packages is the transparency they provide to clients. With clear deliverables and pricing upfront, clients know exactly what to expect for their investment.
This not only builds trust but also creates confidence in your abilities and professionalism. By always delivering high-quality results and exceeding expectations, you'll build your reputation as a trusted partner in your client's success.
How to create and price packages as a Virtual Assistant
If you’re looking to move towards this model, take the time to assess your skills and expertise to determine which services lend themselves well to packaging. As you gain a deeper understanding of your capabilities, how long tasks take, and client needs, you'll be better equipped to design packages that showcase your value and expertise.
Pricing up packages may feel tricky at first, but don’t be daunted by it. Simply put, to price a package:
Estimate realistically how long the deliverables will take you (use your data for this, as you will have been time-tracking your services… right? RIGHT?!)
Factor in time for admin, communication and revisions.
Multiply by your hourly rate to work out your minimum baseline.
Adjust upwards for value, expertise and outcome.
Remember, clients are not just paying for time. They’re paying for the benefit of your knowledge, experience, systems and ability to deliver results - so don’t be afraid to price accordingly!
“It's not the hour it takes you, it's the 10 years it took you to learn how to do it in an hour”
Hourly vs retainer vs package: which pricing model is best for VAs?
There is no right or wrong, and in my experience, most established VAs use a blend.
A typical evolution looks like:
Start hourly (often ad hoc).
Move clients onto monthly retainers.
Introduce packages for new clients once processes are tight and you understand how long tasks take.
Combine retainers and packages for stability and growth.
The key is balance.
You want:
Stability (retainers)
Scalability (packages)
Flexibility (occasional hourly work if it suits you)
As a VA, your time is valuable, and there are only so many working hours in a day.
By expanding your service offerings with packages, you open up new revenue streams and expand your business offerings. This allows you to serve a broader range of clients and maximise your earning potential without being limited to the constraints of time-based services.
By offering retainer agreements for ongoing support (whether as a block of hours or a package) and packaging complementary services into cohesive offerings, you can
Provide clients with clarity, value and peace of mind
Build greater stability
Increase profitability
It’s about designing a business that supports your life - not the other way around.
Remember, it's essential to strike a balance between providing value and avoiding overemphasis on the time spent on tasks. Focus on delivering quality results that exceed your clients' expectations, regardless of the time taken to complete them.
Key takeaways
Hourly pricing is ideal when you’re new or testing services.
Retainers create stability and stronger client relationships.
Packages allow you to increase profitability and streamline delivery.
Most experienced VAs use a combination of all three.
Your pricing model can evolve as your confidence and expertise grow.
FAQs
Should I only offer one pricing model as a Virtual Assistant?
Not necessarily. Many successful VAs use a mix of hourly, retainer and package pricing depending on the client and service.
Are retainers better than hourly work?
Retainers offer more stability and predictability, but hourly can be perfect when starting out or for short-term projects.
How do I know when I’m ready to create packages?
When you’ve delivered a service multiple times, know how long it takes, and have a repeatable process in place.
Can packages be delivered on a retainer basis?
Yes. You can offer a defined monthly package (for example, ongoing social media support) within a retainer agreement.
What if I’m scared to increase my prices?
That’s completely normal. Pricing confidence grows with evidence. Track your time, gather testimonials, and build proof of your value.
Next steps
If you’re just starting out:
Start simple. Choose an hourly rate, begin tracking your time meticulously, and gather real data. After 4–6 weeks, review what you’ve learned.
What tasks are you repeating?
Where are you underestimating time?
What feels energising vs draining?
Clarity comes from action, not overthinking.
If you’re established but want to move towards retainers:
Look at your current client list.
Who already sends you consistent work?
Who would benefit from guaranteed monthly support?
Start by proposing a small monthly block of hours to one ideal client and test the structure.
If you’re ready to create packages:
Audit the services you’ve delivered at least three times.
Can you define clear deliverables?
Can you outline a repeatable process?
Can you confidently estimate time?
If yes, you’re ready to create your first package.
Need help?
If you’d like support mapping this out properly, you can book a Power Hour and we’ll build a pricing structure that feels strategic, sustainable and profitable.
Or, if you want ongoing guidance, peer support, accountability and training around pricing, positioning, growth and everything to do with running your VA business - The VA Village membership is the perfect place, designed to support you at every stage of your business.
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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 and general neurospicy awesomeness.
