Meet the team

Real people behind every match.

Assist isn't a faceless agency or an algorithm pretending to care. It's a small team of people who genuinely love what they do — personally vetting every assistant on our roster, and sticking around long after the match is made.

Founder & CEO

TJ Peele

I started Assist because I saw too many business owners getting stuck with the wrong help — overpromised by staffing agencies, overwhelmed by executive assistant marketplaces, or locked into contracts that didn't fit their actual needs. I knew there was a better way. So we built one: a curated group of real executive assistants, transparent flat-rate pricing, and a process where you pick who you hire — not us. Every choice we make comes back to one question: is this actually helping the people we serve?

The rest of the team

Sasha

Head of Operations

The person you want in your corner on a busy Monday. Sasha makes sure every client feels taken care of — and no detail slips through the cracks.

Brett

Partner

Our steady hand and sounding board. Brett brings years of real business experience — and the kind of perspective you only get from actually doing the work.

Allison

Brand & Strategy

The one making sure Assist always sounds like Assist. Allison shapes our voice, our story, and how we show up for the people we serve.

Kali

Content & Campaigns

The creative energy behind everything you see from us. Kali makes our content feel human — because that's the only way we know how to make it.