Time etc was founded in 2007 by Barnaby Lashbrooke and designed by Penni Pike, who spent 31 years as Sir Richard Branson’s assistant. Everything about our service has been shaped by a real understanding of what business owners actually face day to day, and what it takes to fix it.
For most founders, it is not the big decisions that create pressure. It is the steady stream of emails, scheduling, follow-ups, and operational details that chip away at focus, create disorganisation, and make it feel impossible to get ahead. Many either push through on their own or assume their only option is the time and complexity of hiring in-house.
We built Time etc to offer a better path. We make it easy to hand over routine tasks so you can regain the headspace for work that really matters, whether that’s strategy, growth, or simply switching off at the end of the day.
With around 700 highly skilled assistants based in the US and UK, and a selection process that accepts only the top 2% of applicants, we provide support you can rely on. But Time etc is more than an assistant. It is a complete solution, combining high-quality talent, practical tools, built-in know-how, and dedicated people management—all designed to help founders move forward with confidence and peace of mind.