New data highlights growth of Australia’s $70 an hour female-led flexible workforce powering SMEs

A new national report has found that virtual assistants (VAs) and online business managers (OBMs) working from home are playing a growing role in Australia's flexible workforce, with skilled professionals now charging up to $70 an hour to support small and medium-sized businesses.

The 2025 Australian VA & OBM Rates Report, released by the Virtual Assistant Lead Network, provides the only national dataset tracking rates, services and hiring trends in this sector. 

The findings show that this workforce has evolved into a professionalised and experienced industry that is now an essential part of how Australian businesses operate.

The growth of the Australian VA and OBM industry sits against rising employment costs, including increases to the minimum wage and superannuation rates. Many businesses are responding by turning to contractors as a more sustainable way to access skilled support.

"As employee costs rise, contractors are becoming the more desirable option for support," Ms Campbell said. "It gives SMEs access to the skills they need, without the ongoing overheads that come with staff."

Key findings from the 2025 report include:

• Rising rates: General admin now averages $55/hr (up 10% from 2024), while specialist roles such as online business managers, project managers and automation specialists average over $70/hr.
• Experienced workforce: Respondents bring an average of 16 years of in-office experience before going virtual.
• Range of services: The most common roles include administration (90%), document creation (77%), personal assistance (61%), project coordination (60%), social media and content support (58%), customer service (51%) and tech implementation (47%).
• Flexible structure: 84% work "as needed", providing on-demand support that scales with business needs and 75% vary their hourly rates depending on service type.

Founder Fiona Campbell says the data highlights a fundamental shift in how businesses are building their teams.

"What began as a small, mostly female workforce offering admin support has evolved into a professionalised industry that's now essential to how many businesses operate. It's flexible, highly skilled and allowing businesses to access the expertise they need without long-term staffing commitments," Fiona said.

She adds that the report shines a light on an often-overlooked workforce driving both business growth and new career opportunities for women seeking more flexibility than a traditional 9-5 job.

"Virtual assistants and online business managers play a much bigger role in the economy than most people realise. They're experienced professionals providing critical operational support that allows small businesses to stay competitive and agile," she said. 

The Virtual Assistant Lead Network is Australia's premier jobs board and community platform for virtual assistants and online business managers. Launched in 2020, it connects skilled professionals with business owners seeking flexible support roles across administration, marketing, tech, operations and more. The platform has helped fill more than 350 flexible roles for Australian SMEs. 

Fiona Campbell is available for interview or comment on:

• The 2025 Rates Report findings and what they mean for SMEs
• The growth and professionalisation of Australia's VA and OBM workforce
• The broader shift toward flexible and project-based work 

For a copy of the full report/media release or to arrange an interview, contact:

Karen Windsor
karen@yourprassistant.com
0401 630 806