Insights from the 2026 UK Virtual Assistant Survey: Rates, Challenges and AI

Over 700 respondents filled in this year’s UK Virtual Assistant Survey, and the insights are very interesting. Hourly rates are stabilising, networking and word of mouth are key, VAs are outsourcing far less, the biggest challenge (and complaint) is training and AI wasn’t what everyone was expecting.

"In this completely digital age that we live in, face-to-face and human contact is so important still. There's just no change in the fact that people work with people." - Gwen Backhouse

This week on The Visionary VA Podcast, I am joined by Gwen Backhouse, award-winning virtual assistant, owner of Curlew Secretarial Solutions, and the person behind the Society of Virtual Assistants (SVA).Gwen shares her personal VA journey, how her business has evolved and what has changed most over the years. We also explore how she became interested in community, raising standards and joining the Society of Virtual Assistants.Then it’s on to the 2026 UK VA Survey, where we analyse what the results mean for the industry. We cover rates, outsourcing, AI, challenges, to niche or not to niche, and so much more.

Key takeaways:

1️⃣ Get out and go networking. People want to know who they're going to be working with, so work out who you want to work with and be where they're going to be.

2️⃣ Don't run and hide from AI. The biggest opportunity right now is clients who don't know how to use AI, or are scared of it, and are asking for support.

3️⃣ Get your best practice in place, and do your homework on training. Insurance, contracts, ICO registration and legal policies are the basic things you only know if you know.

After listening to this episode, I really urge you to grab a copy of the 2026 UK VA Survey. It is a fascinating read which you can use not only as a benchmark, but to also decide what actions you need to take for your business.

Timestamps:

(00:00) Podcast episode starts

(01:04) Gwen's VA journey

(03:44) How has Gwen's VA business evolved over the years?

(07:42) How the VA industry has changed

(13:05) Taking over and the origins of the SVA

(14:48) The SVA's role in the industry today

(19:15) Introducing the UK VA Survey 2026

(20:03) What was the most surprising finding from the survey?

(23:02) Biggest changes over the last 3–5 years

(25:34) What VA services are growing and disappearing?

(27:15) The impact of AI on VAs

(30:49) The shift to specialist and strategic work

(32:55) Where VAs are finding clients

(37:17) Biggest challenges facing VAs

(40:23) Biggest opportunities facing VAs

(41:57) Survey trends: concerns and reasons for optimism

(43:33) How to use the survey to benchmark your business

(46:41) How will the VA industry look in three years' time?

(48:27) Where to get the survey report

About Gwen:

Gwen Backhouse is an award-winning virtual assistant with over 12 years in the VA industry, built on a foundation of 24 years in business administration. She runs the Society of Virtual Assistants (SVA), where she is dedicated to setting high standards, sharing resources, and advocating for the essential work virtual assistants contribute across the UK. Through her own business, Curlew Secretarial Solutions, Gwen delivers personalised support that empowers her clients to focus on what truly matters to their businesses.

Where to find Gwen:

Society of Virtual Assistants (SVA) 👉 https://societyofvirtualassistants.co.uk/

Gwen's LinkedIn 👉 https://www.linkedin.com/in/virtualassistantcumbria/

Society of Virtual Assistants (SVA) LinkedIn 👉https://www.linkedin.com/company/society-of-virtual-assistants

Society of Virtual Assistants (SVA) Facebook 👉 https://www.facebook.com/societyofvirtualassistants

Society of Virtual Assistants (SVA) Instagram 👉 https://www.instagram.com/societyofvirtualassistants

Resources 🔗

UK VA Survey 2026 👉 https://societyofvirtualassistants.co.uk/product/uk-virtual-assistant-survey-report-2026/

Society of Virtual Assistants (SVA) shop 👉 https://societyofvirtualassistants.co.uk/shop/

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