What are the rules on using different rates across my business?

Same VA, but different rates: Is it OK?

In short: yes.

Not all roles are created equal, and neither is the mental load that comes with them.

If a client is offering a significantly higher rate, it’s often for good reason: the tasks are more complex, the responsibility is heavier, and the expectations are greater.

For example, an EA-level engagement requiring foresight, proactive problem-solving, and high accountability is not comparable to simple data entry. One demands more strategy and emotional energy, and that’s usually reflected in the price.

So, there’s a reason to charge more when you’re taking on more responsibility.

It’s not just about the time you spend, it’s also the weight of the work you’re carrying.

It’s worth noting, clients offering more aren’t always just paying for time.

Rather, they’re investing in the outcomes and confidence that a skilled VA delivers.

This is especially true for clients seeking an affordable online executive assistant in Australia who can handle high-level support without compromising on quality.

Is it unethical to have different prices for different clients?

Not at all. In fact, it is smart business.

Many VAs increase their rates over time but find it hard to renegotiate with existing clients. As a result, newer clients may end up paying more, and that’s perfectly reasonable.

Here’s the thing: pricing can be fluid.

Your rate should reflect the value of the services being delivered, and what you need to remain sustainably in business.

Clients aren’t privy to what others are paying, and nor should they be. If clients are asking what you are charging someone else, you are under no obligation to share that information.

What about listing rates on my website?

This is a personal and strategic decision, and there’s no one-size-fits-all approach. So let’s break it down.

Pros of listing your rates

• Transparency builds trust. Clients know what to expect, and it can prevent awkward pricing discussions.
  
• Pre-qualifies leads. If someone is hunting for a VA under $40/hour, and your listed rates start at $65 (for example), you won’t waste time with mismatched leads.
  
• Reinforces professionalism. Displaying your pricing can convey confidence in your services.

Cons of listing your rates

• Limits flexibility. If rates are public, adjusting them for bespoke or high-level work becomes trickier, and it can cause friction if your displayed rates are brought up as a benchmark.
  
• Attracts price-focused clients. You risk filtering in clients focused on cost, not quality.
  
• May prematurely deter good-fit clients. Especially if they don’t yet understand the value you bring.

So, is there a middle ground?

Many successful VAs list ‘starting from’ pricing or package ranges like:

“Packages start from $55–$85/hr depending on the level of support required.”

Or better yet, include messaging such as:

“Custom solutions available for EA-level and strategic support – let’s chat about what’s right for your business.”

This strikes a balance between being seen as an affordable online executive assistant in Australia and keeping the door open to premium work.

Can I start low and raise my rates later?

Absolutely.

You’re not locked into one rate forever. Starting at your usual rate and adjusting after assessing the scope of work is a professional and practical option, especially if you communicate this clearly upfront. In this instance, you might say:

“Let’s begin with my standard rate while I get to know the workflow and expectations. If the work evolves to require more strategic oversight or executive-level support, we can revisit the rate to reflect that.”

This sets expectations and avoids surprises, while positioning you as a professional who understands the nuances of remote service-based work.

Pricing psychology and why more isn’t a turn-off

It is important to remember that cheap isn’t always appealing. 

In fact, many clients assume that higher rates mean better service, especially if they’re serious about growing their business. Just like with trades or luxury products, perception of value plays a big role.

So if you’re marketing yourself as an affordable online executive assistant in Australia, make sure affordable doesn’t translate to cheap.

You are offering high-quality service with accessible pricing, not competing in a race to the bottom.

Always come to back to value over pricing

Ultimately, your rate isn’t just a number – it’s a reflection of the value you bring. That includes your availability, attitude, skills, experience and the outcome you enable for your clients.

It’s okay to make personal decisions about who you work with and why, even if that includes offering discounted rates to clients you love or charging more for work that demands more of you.

The most important thing? Be intentional. Know what you’re worth. And trust that the right clients will see it too.

Price, Price, Baby

Uncertainties around pricing are probably the most common concern for Australian virtual assistants and online business managers.

We have already explored how you can learn to value your services and price accordingly, and whether you should charge based on outcomes and deliverables rather than the time it takes you to deliver those results. More on that Great Debate here.

Raising your established prices can be pretty daunting too, so we’ve compiled this extensive guide to help build your confidence, determine how much to increase your rates, and navigate your rate increase conversations with your existing clients.

Don’t forget to tell us your rates so that they can be included in the next Rates Report – you may win a year of membership!