This article was written by our expert who is surveying the industry and constantly updating the business plan for an executive assistant service.
This guide explains the key numbers for an executive assistant business in October 2025: revenue levels, profits, margins, costs, and what drives them.
It is written for founders starting an independent executive assistant practice or building a small EA agency, so every answer is practical and numerical.
If you want to dig deeper and learn more, you can download our business plan for an executive assistant service. Also, before launching, get all the profit, revenue, and cost breakdowns you need for complete clarity with our executive assistant financial forecast.
Independent executive assistants typically generate $50,000–$70,000 in annual revenue, with top performers reaching $190,000+ in premium markets. Average net margins sit around 35%–45% for independents and 25%–38% for agency-routed EAs, driven by utilization, recurring retainers, and disciplined client acquisition.
Recurring clients usually provide the majority of revenue (≈60%–80%), while operating costs consume 25%–35% of revenue for independents and up to ~45% for agency models. Utilization (billable share of time) and retention are the two most powerful levers for stable, growing profit.
| Metric | Typical Value (Oct 2025) | Notes for Executive Assistant Businesses |
|---|---|---|
| Average annual revenue (independent) | $50k–$70k | Common global range; U.S. benchmarks cluster near ~$68k; top niches and major-city clients can materially exceed this. |
| Top performer annual revenue | Up to ~$190k+ | Seen in specialized roles (family offices, tech executives) and premium markets with multi-exec retainers. |
| Recurring revenue share | ~60%–80% | Retainers and subscription packages dominate stable books; one-offs are helpful but less predictable. |
| Average annual profit (independent) | $30k–$45k | Assumes disciplined costs and 60%–75% utilization; profit scales with pricing power and retention. |
| Operating cost ratio (independent) | ~25%–35% of revenue | Includes software, marketing, insurance, workspace, admin; agencies trend higher due to overhead. |
| Net profit margin | Indie: 35%–45%; Agency: 25%–38% | Margin varies with utilization, CAC efficiency, platform/agency fees, and client mix. |
| Utilization (billable/total hours) | ~60%–75% (top) | Underpins margins; strong SOPs and packaged retainers lift billable density week-to-week. |
| Client retention (annual) | ~65%–85% | Longer-tenured retainers shrink CAC per dollar and improve forecastability. |
| CAC as % of annual revenue | ~5%–15% | Lower with referrals/partnerships; higher with paid ads and marketplaces. |
| 3-year revenue trend | +3%–4% CAGR | Remote work maturity and specialized EA scope are pushing pricing and package adoption upward. |
What is the current average annual revenue for an executive assistant business?
Independent executive assistants typically generate $50,000–$70,000 in annual revenue, with a U.S. benchmark near ~$68,000.
This reflects standard client mixes across small and mid-market businesses and a balance of retainer and hourly work. In Thailand, the equivalent benchmark is ~648,200 THB (~$18,000), which is consistent with local pricing power.
Specialized or senior executive assistants in premium markets often exceed these averages due to higher rates and multi-executive retainers. Family-office and high-demand roles can materially out-earn country norms.
You’ll find detailed market insights in our executive assistant business plan, updated every quarter.
For forecasting, anchor your plan to a realistic base rate, then scale with utilization and retention improvements.
What is the typical revenue range from lowest earners to top performers?
The revenue distribution runs from ~$32,000–$50,000 (entry) up to ~$84,000–$120,000 for the top quartile, and ~$190,000+ at the extreme top.
Beginners or part-time executive assistants often sit near the lower bound as they build trust and processes. Mid-level professionals commonly stabilize near $58,000–$70,000 with steady retainers.
Top performers combine premium pricing, multi-exec retainers, and excellent retention, pushing well above $100,000. Agency-placed talent can show higher monthly peaks but nets depend on fees.
We cover this exact topic in the executive assistant business plan.
| Tier | Annual Revenue | What typically drives this outcome for executive assistants |
|---|---|---|
| Entry-level / Part-time | $32k–$50k | Few clients, low rates, inconsistent billables, limited specialization and referral base. |
| Early-career full-time | $46k–$58k | Growing book; mix of hourly + small retainers; improving SOPs; first niche signals. |
| Core mid-level | $58k–$70k | Stable retainers; 60%–70% utilization; better pricing discipline and packaged offers. |
| Top quartile | $84k–$120k | Premium niche; multi-exec retainers; tight scope control; documented processes. |
| Elite / Specialized | $120k–$170k | Family-office or high-growth execs; strong systems; near-peak utilization. |
| Extreme top | ~$190k+ | Premium metros; high-value strategic support; blended admin + ops + project leadership. |
| Thailand benchmark | ~THB 648k (~$18k) | Local price levels; opportunities increase with global/remote clients and specialization. |
How much revenue usually comes from recurring clients vs one-off projects?
For established executive assistant businesses, 60%–80% of revenue typically comes from recurring retainers and subscriptions.
Retainers stabilize cash flow and improve planning, while one-off projects are useful but volatile. Newer EAs often start with more one-offs before upgrading clients into ongoing packages.
Recurring revenue increases lifetime value, reduces time spent on sales, and raises capacity for higher-value work. This shift often coincides with clearer scopes and packaged deliverables.
This is one of the strategies explained in our executive assistant business plan.
Design your offer ladder to convert trial projects into 3–12 month retainers.
What is the average annual profit after expenses?
Independent executive assistant businesses typically report $30,000–$45,000 in profit at steady state.
This assumes revenue in the $50,000–$70,000 range, operating costs near 25%–35%, and utilization above 60%. Strong client retention lowers acquisition cost per dollar of revenue.
Profits expand with better pricing, scope management, and billable density within the week. Agencies may show higher top-line but net less per EA due to fee splits and overhead.
It’s a key part of what we outline in the executive assistant business plan.
Track a rolling 3–6 month margin to confirm improvements are sticking.
What share of revenue goes to operating costs (office, software, marketing)?
Independents commonly spend 25%–35% of revenue on operating costs; agency models can reach ~45%.
The biggest controllables are software stack choices, marketing efficiency, and workspace. Platform fees and agency splits are the main drivers of higher cost ratios.
Systematizing onboarding and reporting reduces non-billable load and lowers cost per dollar earned. Annual vendor reviews usually yield savings without sacrificing capability.
Get expert guidance and actionable steps inside our executive assistant business plan.
| Cost Category | Typical % of Revenue | Executive Assistant–Specific Notes |
|---|---|---|
| Software & Tools | 6%–12% | PM, calendar, CRM, secure password managers, e-signature, AI assistants; annual prepay lowers unit cost. |
| Marketing & Sales | 4%–10% | Website, content, partnerships, light ads, marketplace fees; referrals often halve this percentage. |
| Workspace & Equipment | 3%–8% | Home office stipends, coworking, peripherals; remote-first keeps this lean. |
| Professional & Insurance | 2%–5% | Liability/E&O, bookkeeping, tax prep; grows with contract size and jurisdiction. |
| Training & Development | 1%–3% | Certifications, specialist courses (finance ops, investor relations), conferences. |
| Platform/Agency Fees | 0%–15% | Only applicable when routed via platforms or agencies; negotiate for recurring clients. |
| Other Admin | 2%–5% | Banking, subscriptions creep, document storage; periodic audits curb drift. |
What is the average net profit margin today?
Net profit margins average 35%–45% for independent executive assistants and 25%–38% for those routed through agencies.
Margins tighten when utilization dips or when discounts creep into retainers. They expand with packaged scope, minimum commitments, and quarterly price reviews.
Reducing client concentration risk (no client >35% of revenue) stabilizes margins during churn events. A lightweight tech stack and clear SOPs lift billable density.
This is one of the many elements we break down in the executive assistant business plan.
Monitor margin by client to catch scope creep early.
How do margins differ between independents and agency-placed EAs?
Independents usually keep higher margins because they avoid agency fee splits and can optimize their own cost base.
Agency-placed EAs may hit higher billable rates on certain accounts, but platform/agency fees and coordination overhead reduce net margin. Agencies can, however, lower CAC and smooth demand.
Net differences often amount to 7–12 margin points in favor of independents at similar utilization. Consider hybrid setups for initial pipeline building, then migrate anchor clients direct where allowed.
We cover this exact topic in the executive assistant business plan.
Always check contract terms before transitioning accounts.
What pricing models are most used, and how do they affect revenue consistency?
- Hourly ($35–$60+): Flexible entry point but volatile month to month; use with clear caps and review points.
- Monthly retainers ($1,500–$6,000+): Highest predictability; align deliverables to recurring exec rhythms (calendar, inbox, reporting).
- Package-based: Scope-fixed bundles (e.g., “Inbox Zero + Quarterly Board Pack”); reduces scope creep and speeds sales.
- Tiered subscriptions: Bronze/Silver/Gold access levels; supports upsell paths and staffing flexibility.
- Outcome-based add-ons: Premiums for complex travel, investor days, or M&A cycles to protect margins.
What client acquisition costs (CAC) should I expect, and how do they affect profit?
- Typical CAC: 5%–15% of annual revenue; lower with referrals/partnerships, higher with paid ads.
- Payback target: Under 3 months for monthly retainers; faster when onboarding templates cut setup time.
- Biggest drivers: Channel mix, brand strength, proof (case studies), and sales time per deal.
- How it hits margin: High CAC pushes down net margin until retained long enough to amortize.
- Reduce CAC: Niche positioning, authority content, and customer referrals via SLAs and quick wins.
What are typical utilization rates, and how do they affect margins?
Top executive assistants maintain 60%–75% utilization (billable share of total time), which supports strong margins.
Under 55% utilization, net margins erode quickly because fixed time costs rise per billable hour. SOPs, templates, and calendar blocking preserve billable density.
Packaged retainers and fixed reporting cadences reduce context switching and admin overhead. Weekly capacity planning and client minimums keep utilization resilient.
This is one of the strategies explained in our executive assistant business plan.
| Utilization Band | Net Margin Impact | Operational Actions for Executive Assistants |
|---|---|---|
| ≥ 75% | Excellent (45%+ indie) | Strict scope; batched workflows; minimal context switching; strong retainer design. |
| 65%–74% | Strong (38%–45%) | Stable retainers; clear SLAs; monthly price/usage reviews to maintain alignment. |
| 55%–64% | Fair (30%–37%) | Tighten packaging; increase minimums; automate routine admin and reporting. |
| 50%–54% | Weak (25%–30%) | Remove low-fit clients; rebuild pipeline in chosen niche; enforce booking windows. |
| 40%–49% | Poor (<25%) | Pause one-offs; concentrate hours in fewer clients; reprice to tiered subscriptions. |
| < 40% | Unsustainable | Full offer redesign; heavy focus on partnerships and referrals; narrow ICP sharply. |
| Agency-placed | Lower ceiling | Optimize shift scheduling and negotiate fees; seek direct retainers where permissible. |
What is the average client retention rate, and how does it influence revenue and profit?
Experienced executive assistant businesses retain ~65%–85% of clients year over year.
High retention compresses CAC per dollar earned and enables annual price optimizations. It also stabilizes utilization, which directly protects margins.
Retention rises with proactive comms, clear SLAs, and executive-level reporting that shows value. Documented “first 30/60/90 days” accelerates time to value.
We cover this exact topic in the executive assistant business plan.
Track gross and net revenue retention separately to spot expansion headroom.
How have revenues, profits, and margins changed in the last 3 years, and what is the 12-month outlook?
- Past 3 years: Average pay/revenue rose about 3%–4% annually as remote EA adoption normalized and scope broadened.
- Today: Retainers and packaged services are standard, with more tech-enabled deliverables (AI drafting, board prep, investor workflows).
- Next 12 months: Expect continued margin gains for EAs who productize services, standardize SOPs, and raise rates 3%–5% at renewal.
- Risks: Platform fee escalation, ad-driven CAC inflation, and client consolidation; mitigate with partnerships and referrals.
- Upside: Niche specialization (finance ops, founder comms) and multi-exec pods that increase ARPC.
Conclusion
This article is for informational purposes only and should not be considered financial advice. Readers are encouraged to consult with a qualified professional before making any investment decisions. We accept no liability for any actions taken based on the information provided.
Want to go further? Download the complete roadmap, editable budgets, and a 3-statement model in our executive assistant business plan and financial forecast.
If you are validating demand, start with a lean offer and measure utilization and retention weekly; then roll upgrades into your next pricing cycle.
Sources
- Payscale — Executive Assistant Salary (US)
- Indeed — Executive Assistant Salaries
- CNBC — Family Office EA Compensation (2025)
- ASAP — 2025 Pay Trends & Raises
- Boldly — How Much Does an Executive Assistant Cost?
- WorldSalaries — EA Salary in Thailand
- WorkVenture — EA Salaries (Thailand)
- Coursera — Executive Assistant Salary Guide
- Dojo Business — Executive Assistant Business Plan
- Worxbee — Remote Executive Assistant Guide
-Executive Assistant Business Plan: Step-by-Step Guide
-Tool Stack & Budget for Executive Assistants
