Virtual Assistant Rates in the UK: What VAs Charge Across Different Regions
- Kemelo Ngwamotsoko
- Jun 25
- 3 min read
Not All VAs Are The Same
Hiring a Virtual Assistant (VA) can be one of the most efficient and cost-effective decisions a business owner makes. But one of the most common questions business owners ask is:“How much does a virtual assistant cost in the UK?” The short answer; It depends — largely on location, skillset, and type of service offered. In this blog, we’ll break down the average VA prices across different UK regions, what influences those rates, and what you should consider when hiring (or pricing yourself) as a VA.
Do VA Rates Really Vary by Region?
Yes, they do — but not always in the way you might expect. While many VAs work remotely and serve clients nationally (or globally), regional economic differences, local demand, and cost of living can still influence how much a VA charges. For example, VAs based in London often charge more than those in smaller towns due to higher living costs, while some Northern or rural-based VAs offer more competitive rates — though they may offer equally high value and expertise.
Average VA Rates by Region in the UK (2025)
Here’s a general breakdown of hourly rates for freelance VAs across various parts of the UK:
London & South East: £30 to £45+ – High cost of living, high demand, specialist services common
South West: £25 to £35 – Popular with creatives and lifestyle businesses
Midlands (East & West): £20 to £30 – Balance between affordability and skill availability
North West & North East: £18 to £28 – Often lower rates, but rising with demand for digital services
Scotland: £20 to £30 – Growing VA community, particularly around Glasgow & Edinburgh
Wales: £18 to £28 – Cost-effective and quality support often found here
Northern Ireland: £20 to £30 – Less saturated market, increasing opportunities
Note: These rates apply to generalist VAs. VAs with niche or technical expertise (like CRM setup, podcast editing, or executive-level support) may charge significantly more.
(Research through AI)
Factors That Influence VA Pricing
Experience & Expertise – A VA with 10+ years or specialist tools (like Dubsado, ClickUp, SEO) will charge more than a new generalist VA.
Service Type – Admin support is generally lower-priced than tech setup, operations management, or marketing assistance.
Client Type – Corporate clients may be charged higher than solopreneurs or startups.
Package vs Hourly – Many VAs offer retainer packages (e.g., 10 hours/month) or project pricing instead of per-hour billing.
Certifications & Professional Memberships – VAs registered with recognised bodies (like Society of Virtual Assistants, etc.) may position themselves at a premium.
What Clients Should Know About VA Rates
Cheap doesn’t always mean better value. A highly skilled VA at £35/hour may get more done in less time (and with less oversight) than a £20/hour VA without the same experience. Ask yourself:- What is your time worth?- What outcomes do you need?- Are you looking for short-term help or a long-term business partner?
For Virtual Assistants: How to Price Yourself Confidently
If you’re a VA reading this, remember:
Don’t undercharge to compete — you’re not just selling time, you’re offering results.
Consider your skills, niche, and the value you bring, not just what others around you charge.
Offer packages that reflect your worth and reduce hourly thinking.
In Summary: What You Pay (or Charge) Reflects Value, Not Just Location
While regional trends in pricing exist across the UK, value, skill, and client results matter more than postcodes. Whether you’re a business owner looking to outsource or a VA refining your pricing strategy, the key is to focus on the outcomes — not just the rate.
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Partner with Kemelo at K&C Virtual PA—where professionalism meets practical support. Her attention to detail, strategic awareness, and commitment to excellence make her the Virtual Assistant you’ve been looking for. Get in touch today and elevate your operations.