If you’re struggling to stay on top of life outside work – travel, errands, home admin, personal appointments – you’re not alone. Many of the clients I work with reach a tipping point where doing everything themselves no longer makes sense.
That’s where a private personal assistant comes in. Not a business PA or a virtual assistant, but someone who manages the details of your personal life with the same precision and discretion you expect in a professional setting.
In this article, I’ll explain what a private PA actually does, how they differ from other support roles, and why getting the right fit can completely transform your day-to-day.
What is a Private Personal Assistant?
A private personal assistant supports you in your personal life, whether you need help coordinating travel, managing household bills, booking appointments or handling admin you don’t have time for.
Unlike corporate PAs, private PAs work across all areas of your life, often blending logistical, financial and personal support. Some even manage other household staff or oversee property maintenance, depending on the role.
They oversee personal travel, liaise with contractors, make sure your insurance renewals are on time and remember your niece’s birthday before you do. They can book a last-minute dinner, compare quotes for a roof repair or prepare your home for guests while you’re away on business.
Discretion is vital. Private PAs are often trusted with confidential information, finances and access to your home, so integrity, judgment and professionalism are non-negotiable. They also need to represent you well, upholding your reputation, whether they’re speaking to a contractor or arranging a private event.
According to our salary survey, a private PA earns on average £71,000 per annum, with the highest earners taking home circa £135,000 per annum.
Working with Celebrities and High Net Worth Individuals
When I place a private PA into the home of a high-net-worth individual or a public figure, I know the expectations are a level above. A private PA needs to be able to manage logistics as well as protect their executive’s time, privacy and reputation.
For celebrities, that might mean coordinating with agents, stylists and security teams, but it also means knowing when to step back, when to speak on their behalf and how to handle sensitive situations discreetly. Whether they’re navigating a press tour or preparing for an unannounced trip, a private PA is the quiet force that keeps everything calm and controlled behind the scenes.
For HNW individuals, the scope can be equally broad. A private PA might oversee international property portfolios, manage tight travel turnarounds across multiple time zones or plan private events where nothing can go wrong. They may also liaise with lawyers, accountants or investment advisors often with access to confidential documents and financial data.
For a private PA, sound judgement is essential. They need to be able to anticipate what’s needed, act with discretion and move seamlessly through high-pressure environments without creating noise.
If you know that you need a private PA with these qualities, please see our private PA recruitment page to see how we can help you.
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Private Personal Assistant Duties & Responsibilities
No two private PA roles are ever exactly the same, and that’s part of what makes them so valuable. The same goes for working hours – which might range from 2-3 hours a day to irregular schedules.
Here’s a comprehensive breakdown of what a private PA might be expected to manage:
Schedule & Diary Management
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Coordinating personal and family calendars
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Booking medical, dental, beauty and wellness appointments
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Managing RSVPs, invitations and event attendance
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Blocking out rest time, focus time or recurring reminders
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Liaising with other staff or third parties to avoid scheduling conflicts
Travel & Logistics
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Booking flights, trains, hotels and transfers
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Creating detailed travel itineraries
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Handling last-minute changes and cancellations
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Arranging concierge services or in-room amenities
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Organising visa applications and managing loyalty schemes
Household & Property Oversight
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Liaising with contractors, cleaners and tradespeople
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Scheduling maintenance and servicing (e.g. boilers, security systems)
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Managing home improvement or renovation projects
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Coordinating deliveries and installations
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Ensuring the property is guest- or travel-ready (heating, groceries, cleaning)
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Arranging vehicle servicing, MOTs and valet care
Personal Administration
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Managing email inboxes or filtering messages
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Handling post, filing and scanning documents
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Drafting or proofreading personal correspondence
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Maintaining digital records of receipts, warranties and legal paperwork
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Preparing reports, summaries or briefing notes
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Assisting with reputation management, including coordinating with PR
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Handling social media accounts, posting updates and managing online presence
Finance & Expense Support
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Paying bills and overseeing regular household expenses
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Reconciling statements or processing reimbursements
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Liaising with accountants, banks or investment advisors
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Monitoring budgets or subscriptions
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Assisting with insurance renewals and financial deadlines
Errands & Personal Shopping
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Handling returns, dry cleaning and routine errands
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Sourcing and purchasing gifts, clothing or household items
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Managing online orders, deliveries and exchanges
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Researching and shortlisting products or services (e.g. best smart home tech)
Event & Social Planning
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Organising dinners, parties and private events
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Managing guest lists, invitations and RSVPs
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Booking venues, caterers and entertainment
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Coordinating thank-you notes, gifts or follow-ups
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Preparing homes for hosting
Lifestyle Support
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Managing healthcare logistics and repeat prescriptions
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Creating systems to reduce admin clutter (digital or physical)
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Maintaining lists of important dates (e.g. birthdays, anniversaries, renewals)
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Researching experiences, courses or travel ideas
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Organising wardrobe or seasonal decor changes
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Coordinating pet care: vet visits, grooming, feeding schedules
Family Coordination
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Managing school calendars and appointment scheduling
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Handling applications, term dates and parent correspondence
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Booking holiday camps, classes or tutoring
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Organising birthday parties or children’s social events
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Ensuring uniforms, gear and forms are in place ahead of time
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Coordinating extracurricular activities and childcare
What Skills & Qualifications Do You Need to Be A Private PA?
Private personal assistants wear many hats, from organiser and problem-solver to gatekeeper and trusted confidant. The best are not only highly competent but calm under pressure, emotionally intelligent and intuitively in tune with the needs of the individual they support.
Here are the skills and qualities I look for most often when recruiting for these roles:
Discretion & Trustworthiness
This is non-negotiable. A private PA often has access to sensitive information like financial accounts, legal documents, family details and personal calendars.
They must know how to protect confidentiality, navigate private matters with grace and uphold their employer’s reputation at all times. Whether they need to liaise with advisors, handle secure deliveries or they simply overhear a private conversation, trust is the foundation that keeps everything working.
Outstanding Organisation
The most effective private PAs are proactive; they plan ahead, create order and prevent problems before they arise.
This action this might look like:
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Managing multiple calendars and to-do lists
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Setting reminders for renewals, deadlines or important events
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Creating filing systems (digital or physical) that keep everything easy to access
Time Management & Prioritisation
Private PAs often juggle tasks across home, work and family life. They need to know what’s urgent, what can wait and how to protect their employer’s time.
Whether they’re mapping out a day of meetings and appointments or rebooking a missed flight on short notice, efficiency is everything.
Problem-Solving Ability
Unexpected issues come with the territory, and a great private PA handles them calmly and creatively. Initiative and resourcefulness matter more than formal qualifications here.
Scenarios they may be expected to handle include:
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Finding a last-minute courier for a signed document
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Re-routing travel during disruptions
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Sourcing a hard-to-find item for an event at short notice
Tech Savvy
Private PAs must be fully comfortable using tech to streamline tasks. This includes using:
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Office software (e.g. Word, Excel, Google Workspace)
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Scheduling platforms and expense-tracking tools
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Password managers, i.e. LastPass, or secure file-sharing apps
Additionally, experience with smart home tech, subscription platforms and social media management is ideal.
Professional Communication
Whether drafting emails, making phone calls or speaking to suppliers, a private PA often acts as a representative of their employer.
Clear, confident, and diplomatic communication is essential, as is being able to adapt tone and formality depending on the audience.
Attention to Detail
Precision matters. From dietary preferences and guest lists to travel timings and document formatting, small mistakes can create big headaches.
The best private PAs notice the details others miss and follow through with consistency.
Emotional Intelligence & People Skills
This is one of the most underrated skills in private PA work. A private PA may be liaising with family, managing household staff or working closely with high-profile individuals, all while staying calm, tactful and emotionally attuned.
Being able to read the room, anticipate needs and build trust quietly and confidently is what sets apart a truly exceptional assistant.
Qualifications & Background
While there’s no fixed degree path, many private PAs come from backgrounds in business administration, events, languages or hospitality. What matters most is proven experience, strong references and the ability to adapt to the demands of a high-functioning private household or individual.
Not Sure If You Really Need a Private PA?
If you’re unsure whether it’s time to bring in support, here are some common signs our clients experience just before they hire a private PA:
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Your weekends are filled with errands and catch-up admin
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You’re missing birthdays, renewals or school deadlines
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Travel planning feels chaotic or gets delayed entirely
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You’re managing household staff, but no one’s managing them
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You feel like you need a second brain (or a third arm) to stay on top of things
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You’re constantly asked, “Did you remember to…?” — and the answer is “not yet”
If that sounds familiar, you’re not alone, and a private PA could make a bigger difference than you think. We take great care to place private PAs who feel like a seamless extension of your household. Someone who can step in, take initiative and make life easier without needing to be hand-held.
Looking to Hire an Exceptional Private PA? We Can Help.
Whether you’re ready to hire a private PA or are simply exploring what support could look like, we’d be happy to guide you through the process.
We’ve placed private PAs into the homes of many esteemed clients, as well as those in the public eye, so we understand the discretion, pace and precision these roles require.
Every placement is tailored to the personality and preferences of the individual they’ll be supporting, and many of our clients return to us again and again because they trust us to get that match right.
Whether you need someone full-time, part-time or on a flexible basis, we’ll work with you to understand exactly what you’re looking for and introduce candidates who feel like the right fit.
Get in touch to start a confidential conversation, or let us know what support you need.
If you are a private PA looking for your next role, check out our current private PA jobs here.
