Both deliver quality US-based assistants. The difference comes down to price, commitment, and how much hand-holding you want. Here's the honest breakdown.
| Time etc ✓ | Belay | |
|---|---|---|
| Assistant location | US & UK, native English | US-based, native English |
| Model | One dedicated assistant | Dedicated assistant |
| Entry pricing | ~$360/mo (10 hrs) | Higher entry point |
| Effective hourly | ~$30–$36/hr | Typically higher |
| Contract | Month-to-month, no contract | More structured onboarding |
| Rollover hours | Yes | Varies by plan |
| Onboarding speed | Fast, low-friction | More involved matching |
| Best for | Small businesses, solos, fractional needs | Executives wanting premium support |
| In business since | 2007 | 2010 |
For the majority of buyers, Time etc is the more practical choice. The entry price is lower, there's no long-term contract to wrestle with, and the onboarding is quick. You get the same core benefit — a dedicated, native-English assistant — without the premium price tag or the heavier commitment. Unused hours rolling over also means you're never punished for a quiet month.
Belay is genuinely strong, and we'd never call it a bad choice. Its screening is rigorous and it leans toward higher-end, executive-level placements. If your priority is white-glove support for a senior leader and budget is a secondary concern, Belay is worth a look. But for cost-conscious small businesses, that premium is hard to justify when Time etc covers the same ground.
Both are quality services, but Time etc wins on value, flexibility, and ease of starting — which is why it tops our overall ranking. Unless you specifically need executive-tier placement, start with Time etc. You can always scale up later, and with no contract there's nothing locking you in.
A dedicated US/UK assistant, no contract, and a lower entry price than the premium alternatives. The smart place to start.
Get started with Time etc →Generally, yes. Time etc has a lower entry point and effective hourly rate, while Belay positions itself as a premium, executive-level service at a higher price. For most small businesses, Time etc delivers comparable core value for less.
Yes. Both use a dedicated-assistant model rather than a rotating pool, so your assistant learns your business over time in either case.
Time etc, in most cases. The lower entry price, no-contract terms, and fast onboarding make it the easier, lower-risk starting point for solo professionals and small teams.
Because Time etc is month-to-month with no long-term contract, you can start there, see how delegation works for you, and move to a different service or tier later with nothing locking you in.