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.

So you can focus on what matters most.

Founder & CEO

TJ Peele

Before Assist, I watched business owners get handed an assistant they'd never met, sign a contract they couldn't get out of, and pay a placement fee before anyone had done a minute of work. That's backwards. So we built the opposite. You read the profiles, you run the interviews, you decide. Flat $40 an hour, no startup fee, and you can leave whenever you want.

The rest of the team

Sasha

Head of Operations

Sasha runs the day to day. She schedules your interviews, gets your assistant set up, and checks back in after the first few weeks to make sure it's actually working. When something needs fixing, she's usually already fixing it.

Brett

Partner

Brett has run his own businesses for 13 years, so he's been on your side of this conversation. He handles long term strategy, and he's the one who asks the question nobody else in the room wants to ask.

Allison

Brand & Strategy

Allison writes most of what you read from us. She's also the reason we say executive assistant and never virtual assistant, which is a distinction she'll happily explain at length.

Kali

Content & Campaigns

Kali makes the emails, the posts, and everything else you see from us online. If you'd heard of Assist before you landed on this page, that was her.