How to Choose an
Executive Assistant in the UK

The executive assistant market in the UK has expanded significantly in the past five years. That is broadly good news — but it also means that the quality, experience level, and working style of people operating under the "executive assistant" umbrella varies enormously. Knowing how to evaluate the right fit requires asking the right questions.

This guide is written from the inside. As someone who provides these services, I know what good looks like — and I know what to look out for.

First: understand what you actually need

There is a significant difference between a general administrative assistant, a senior executive assistant, a specialist (bookkeeper, social media manager, content writer), and a personal PA. Most people searching for "executive assistant" are actually looking for executive assistant-level support — someone who can manage their diary, handle correspondence, coordinate travel, and exercise genuine judgment on their behalf.

Before you speak to anyone, be clear on this distinction. The skills, experience, and rates are different across these categories, and what you need will determine who you should be talking to.

The questions to ask in a discovery call

A good discovery call should feel like a conversation, not an interview. You are both assessing fit. Here are the questions that reveal the most about a prospective EA:

• "Tell me about a situation where you had to make a judgment call on behalf of a client without being able to ask them first." The answer reveals whether they exercise genuine discretion and initiative.
• "How do you handle a week when multiple clients have competing urgent demands?" This reveals capacity management and prioritisation skills.
• "What does your onboarding process look like?" A professional EA should have a clear, documented process. Vagueness here is a red flag.
• "How do you document what you learn about a client's preferences and working style?" This tells you whether they will build institutional knowledge or start from scratch every time.
• "What happens if you are ill or unavailable?" Especially important for solo operators — what is the continuity plan?

What to look for in experience and credentials

For executive-level support, you are looking for: real-world EA or PA experience (not just admin), evidence of working with senior leaders or HNWI clients, demonstrated project management capability, and ideally a formal qualification such as PRINCE2 or a business administration degree. These are not prerequisites, but they are strong indicators of the kind of structured, rigorous thinking that high-level support requires.

Be cautious of very broad service lists with no depth. An EA who claims to do everything — SEO, bookkeeping, social media, diary management, graphic design, and web development — may do none of them particularly well. Depth in the areas you actually need matters more than breadth.

The red flags to watch out for

• No discovery call offered — a serious EA will always want to understand your needs before quoting
• No formal onboarding process or contract
• Vague or non-committal answers about availability and response times
• No trial period offered — good EAs are confident enough to suggest one
• Reluctance to provide references or case study examples

Pricing: what is reasonable

In the UK, a skilled executive-level executive assistant typically charges between £30 and £55 per hour depending on experience, specialism, and whether you are booking a retainer or ad hoc hours. Monthly retainers are almost always better value than hourly arrangements, and most good EAs will offer a structured package rather than a purely time-based model.

Be wary of rates that seem very low — under £15 per hour from a UK-based EA is a signal worth questioning. Experienced, professional support has a market rate, and paying below it usually means something is missing.

The best executive assistant relationships are long-term. You are not looking for someone to get you through a busy month — you are looking for someone who becomes genuinely embedded in how you operate, who knows your preferences, your priorities, and your working style as well as you do. That kind of relationship takes time to build, and it starts with choosing carefully.

Debbie Jones is the founder of Northern Desk, an executive services practice.