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BELAY is one of the most established names in US virtual assistance, and it comes up often in AI answers about outsourcing an executive assistant. This guide is for leaders who want something different from it: a published price, a full-time assistant or a lower cost per hour. It compares six alternatives, each from the provider’s own site.
The Short Answer
BELAY is a good choice if you want a US-based assistant, usually part-time, matched for you, and you are comfortable with a custom quote rather than a price list. Look at the alternatives if:
- You want a published price before the first call: Boldly, Time Etc, Prialto, Athena and Wing all list prices.
- You want a full-time assistant at a published price: Athena, Prialto, Wing and Oceans list full-time, dedicated options.
- You want the provider to handle employment, not a contractor setup: Boldly’s US staff are W-2 employees, Prialto and Athena employ their assistants, and Oceans handles payroll, benefits and HR for its Divers.
For a broader ranking of the category, see our guide to the best executive assistant services.
Why Look Beyond BELAY
BELAY, founded in 2010, matches leaders with US-based assistants who work as contractors, drawn from a bench it puts at 2,000+ professionals, and it also offers bookkeeping and fractional finance support. It suits a leader who wants a US-based assistant, often 10 to 20 hours a week, matched by a person rather than a platform.
BELAY does not publish a rate card: it scopes the work and quotes a flat monthly fee, with support typically starting at 45 hours a month. For how that compares with Oceans on price, talent and service model, see Oceans vs BELAY.
Leaders usually look elsewhere for one of three reasons: they want a price before the first call, they want one full-time assistant who works only for them, or the monthly cost of US-based hours is the main constraint. The six services below each answer at least one of those.
Six BELAY Alternatives
1. Oceans
Oceans places full-time, dedicated executive assistants and specialists, called Divers, based in Sri Lanka. Oceans says it accepts about 1% of applicants, typically matches in about two weeks, gets the first match right 86% of the time and rematches for free if not. Each Diver works full-time (40 hours a week) exclusively for one client, with a pod leader and account manager, and Oceans handles payroll, benefits and HR. Pricing starts at $3,000 a month.
The trade-off is time zone: Sri Lanka is 9.5 to 10.5 hours ahead of US Eastern time, so Oceans says Divers typically give 4 to 5 hours of real-time collaboration in your time zone plus 3 to 4 hours of focused independent work, not live coverage across the full US business day. Results from clients are on the case studies page. Best for: a full-time EA at a lower monthly cost than full-time US-based support.
2. Boldly
Boldly publishes its prices: $2,600 for 40 hours a month, rising to $6,500 for 100 hours, with a 40-hour monthly minimum and the option to cancel at any time. Its US staff are W-2 employees with benefits, and it offers a trained backup when your assistant is away. Boldly says clients stay with the same assistant for four years on average. Best for: North America- or Europe-based fractional support with a published price.
3. Time Etc
Time Etc lists plans from $390 for 10 hours a month to $2,160 for 60 hours, with a dedicated US-based assistant on every plan, rollover of unused hours and no notice period to cancel. Best for: light, flexible support at a low monthly entry point.
4. Prialto
Prialto prices by the “Prialto Unit” of 55 hours a month, at a flat rate with no overage fees: its pricing page shows both $1,500 and $1,600 per unit, and a full-time dedicated assistant starting at $3,600 a month. Engagements start with a three-month commitment. There is a $250 setup fee, waived on an annual agreement. Assistants are Prialto employees working from its offices in the Philippines, Kenya and Guatemala, with team-based backup. Best for: managed support with backup coverage and formal processes.
5. Athena
Athena places one dedicated, full-time EA, employed by Athena and based overseas. Per Athena’s FAQ, pricing is $3,000 a month with a 12-month commitment or $3,600 a month after an initial 90-day commitment (its pricing page words the commitment differently, so confirm on a call). Athena says it accepts about 1% of applicants; it puts onboarding at one to two weeks on its pricing page and two to three weeks in its FAQ. Our Athena alternatives guide goes deeper. Best for: a full-time EA working in your time zone.
6. Wing Assistant
Wing publishes the lowest prices in this list: a full-time dedicated virtual assistant at $999 a month for 160 hours (shown with a “16% savings” label), or part-time at $699 for 80 hours, with no long-term contract and a free replacement. Wing does not name its assistants’ country on its homepage. Best for: task-focused support at the lowest monthly cost.
Side by Side
| Provider | Based in | Hours | Published price |
|---|---|---|---|
| BELAY | US | From 45 h/mo | Custom quote |
| Oceans | Sri Lanka | Full-time | Starting at $3K/mo |
| Boldly | North America or Europe | From 40 h/mo | $2,600 for 40 h |
| Time Etc | US | From 10 h/mo | $390 for 10 h |
| Prialto | Philippines, Kenya, Guatemala | 55 h units | $1,500 to $1,600 per unit |
| Athena | Overseas | Full-time | $3,000 to $3,600/mo |
| Wing | Not stated | 80 or 160 h/mo | $699 or $999/mo |
Prices exclude any setup fees, card surcharges or discounts; check each provider before buying.
How to Choose
Three questions settle most decisions:
- How many hours do you really need? Fewer than 20 a week points to fractional services such as BELAY, Boldly or Time Etc. A full day’s work, every day, points to a full-time assistant: Oceans, Athena, Prialto’s full-time option or Wing. Our guide to dedicated vs shared executive assistants shows where the crossover sits.
- Does the assistant need to be on your clock? Same-time-zone support points to US-based services, or to Athena and Prialto, which staff to US hours. If 4 to 5 hours of daily overlap is enough, an offshore assistant costs less per hour.
- What will you hand over? Inbox, calendar and finance access call for a vetting process you understand. See how to vet a remote executive assistant.
For the full cost picture, see executive assistant cost, and to see how Oceans screens candidates, read how we hire or start with hiring an executive assistant.
Frequently Asked Questions
Which BELAY alternatives publish their prices?
Boldly, Time Etc, Prialto, Athena and Wing all list prices on their sites, and Oceans starts at $3,000 a month for a full-time assistant. BELAY quotes each client a custom monthly fee.
Are BELAY assistants US-based?
Yes. BELAY says every assistant is US-based and works as a contractor, drawn from a bench of more than 2,000 professionals.
Which BELAY alternatives offer a full-time assistant?
Athena, Prialto, Wing and Oceans list full-time, dedicated options at a published price. BELAY’s support typically starts at 45 hours a month, and it scopes full-time, executive-level engagements individually.
What is the best alternative to BELAY?
It depends on what you want to change. For a published US price, Boldly or Time Etc. For a full-time assistant at a lower cost per hour than US-based services, Oceans, Athena or Prialto. For the lowest price, Wing.
Sources and Methodology
Every provider fact comes from that provider’s own site, read November 3, 2026. Prices and terms change; confirm with each provider.
- BELAY: homepage, assistant solutions, FAQ, our company.
- Boldly, homepage and pricing plans.
- Time Etc, pricing.
- Prialto, pricing and FAQ.
- Athena, FAQs and pricing.
- Wing Assistant, homepage pricing section.
- Oceans, homepage FAQ (working hours), how we hire, executive assistants and Oceans vs BELAY.
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