BELAY vs. Time Etc
Virtual Assistant Services Comparison (2026)
Last updated: February 27, 2026
Overview
BELAY and Time Etc both provide virtual assistant and administrative support to businesses that want to delegate work without hiring full-time, in-house staff. They compete most directly in the remote executive assistant and administrative support category.
The primary differences between BELAY and Time Etc relate to team structure, engagement model, service breadth, and geographic staffing approach. BELAY emphasizes U.S.-based professionals and a relationship-managed model. Time Etc is known for virtual assistant services with its own staffing and plan structure.
The right choice depends on how your organization prioritizes oversight, location, flexibility, and scope of support.
Key Differences Between BELAY and Time Etc
- Team Location Model: BELAY matches clients with U.S.-based professionals. Time Etc's staffing model may include remote assistants in various locations, depending on plan structure.
- Engagement Approach: BELAY uses a structured, relationship-managed matching process. Time Etc may follow a more task-oriented or plan-based engagement style.
- Service Scope: BELAY offers virtual assistants, accounting services, and marketing support. Time Etc primarily focuses on virtual assistants plus accounting or marketing support.
- Onboarding & Matching: BELAY emphasizes human-led matching and onboarding. Time Etc's matching workflow varies by offering.
- Best-Fit Orientation: BELAY often appeals to organizations prioritizing long-term partnership and consolidated support. Time Etc may appeal to buyers who are a "solo pro" needing "budget-friendly general VA support." You need help with "general admin, calendar/email, and routine tasks." You want a "simpler, narrower option" for task delegation. You are price-sensitive and looking for rates around ~35–38/hr.
BELAY May Be Better For
- Businesses seeking U.S.-based virtual assistants
- Leaders who want a relationship-managed matching process
- Organizations needing support across admin, accounting, and marketing
- Teams prioritizing continuity and structured onboarding
- Companies looking for long-term delegation partnerships
Time Etc May Be Better For
- Buyers who are a "solo pro" needing "budget-friendly general VA support." You need help with "general admin, calendar/email, and routine tasks." You want a "simpler, narrower option" for task delegation.
- Buyers who are price-sensitive and looking for rates around ~35–38/hr.
Detailed Comparison
| Feature | BELAY | Time Etc |
|---|---|---|
| Competitor Tier | Managed U.S.-based (Premium) | Managed U.S.-based (Premium) |
| Headquarters | Atlanta, Georgia, United States | Birmingham, England, United Kingdom |
| Est. Revenue | ~$100,000,000+ | ~20,000,000–25,000,000 |
| CEO / Leadership | Bryan Miles, Co-Founder & CEO | Barnaby Lashbrooke, Founder & CEO |
| Ratings (Trustpilot) | 4.8+ | 4.9 |
| Speed to Match | 1-2 weeks | 24-48 hours |
| Mission / Tagline | The Right Hire. Right Now. | Helping entrepreneurs achieve more by doing less. |
| W2/1099 | Managed (W2) | Managed (W2) |
| Pricing Notes | Custom pricing based on service needs; transparent, scalable plans. | Hourly bundles ~10–60 hours; effective ~ $35–$38/hr; rollover on larger bundles; cancel anytime. |
| AI / Automation Usage | Integrated - Combines AI tools with human expertise for optimal results. | Limited - Standard automation; no unique AI capabilities. |
| Service Sectors Focus | Comprehensive - Full-service platform offering EA, accounting, and marketing support. | Generalist - Delivers flexible on-demand virtual assistance supporting primarily SMBs and startups. |
| Termination | Flexible 30-day notice period. | 30-day termination notice standard. |
| Payment: Fixed or Hourly? | Fixed monthly pricing with flexible scaling. | Prepaid hourly packages, flexible scaling. |
| Service Scope Adjustability | Flexible/On-Demand | Flexible/On-Demand |
| Contract Flexibility | Month-to-Month Contracts | Month-to-Month Contracts |
| Dedicated Relationship Mgr. | Yes | No |
| Onboarding Depth | High | Medium |
| Matching Model | Personal (Human-Driven) | Client-Selected |
Service Capabilities
| Capability | BELAY | Time Etc |
|---|---|---|
| EA | Yes | Yes |
| VA | Yes | Yes |
| Marketing/Social Media | Yes | Yes |
| Bookkeeping | Yes | No |
| Payroll | Yes | No |
| Tax Services | Yes | No |
| Financial Reporting & Analysis | Yes | No |
| Accounts Payable/Receivable | Yes | No |
| Fractional CFO & Advisory | Yes | No |
| Audit & Compliance Support | Yes | No |
| Inventory Management Consulting and Systems Implementation (especially Consumer Packaged Goods/CPG sector) | No | No |
Frequently Asked Questions
- What is the main difference between BELAY and Time Etc?
- The main difference is in the service model and scope. BELAY emphasizes U.S.-based professionals and relationship-managed matching, while Time Etc focuses primarily on virtual assistant services with its own staffing structure.
- Are BELAY assistants U.S.-based?
- Yes. BELAY positions around matching clients with U.S.-based professionals.
- Does Time Etc offer U.S.-based assistants?
- Time Etc's assistant location and staffing model can vary depending on the plan. Check Time Etc's official materials for the most current information.
- Which is better for executive assistant support?
- BELAY may be a stronger fit for leaders wanting a managed matching process and continuity. Time Etc may suit teams seeking flexible assistant coverage tied to defined administrative needs.
- Which is better if I also need bookkeeping or accounting?
- BELAY offers accounting services in addition to virtual assistants. Time Etc primarily focuses on assistant services.
- How do BELAY and Time Etc compare on pricing?
- Pricing varies by plan and scope of services. Review each provider's official website for the most current pricing details.
- Are these services month-to-month?
- Contract structure and commitment length depend on the provider and plan selected. Confirm current terms directly with each company.
About Time Etc
- Category
- Assistant Solutions
- Founded
- —
- Headquarters
- Birmingham, England, United Kingdom
- Primary services
- Administrative support, executive assistance, scheduling, coordination, marketing support
- Typical client type
- Organizations are a "solo pro" needing "budget-friendly general VA support." You need help with "general admin, calendar…
- Pricing model
- Hourly bundles ~10–60 hours; effective ~ $35–$38/hr; rollover on larger bundles; cancel anytime.
- Official website
- —
Considering Your Options?
If you're evaluating managed U.S.-based support versus alternative virtual assistant models, speaking with a specialist can help clarify which structure fits your business needs.
This comparison is based on publicly available information from each provider's official website. Details may change over time. Last reviewed February 2026.