Why Do People Still Say: "I am JUST a VA?" And Why Is It Time We Stop Saying That?

The first time I heard the expression “I’m just a VA” was at a VACT conference in Bournemouth in October 2023. Amanda Johnson was speaking and highlighted how so many Virtual Assistants introduce themselves that way — “I’m just a VA” — and how we need to shift the mindset of putting ourselves down.

At the time, I was very new to the industry, and I remember being genuinely shocked that anyone would present themselves like that — reducing their entire professional identity to just. It would never have crossed my mind to say, “Well, I’m just an operations manager,” or “I’m just a managing director.” I was puzzled.

But — never say never.

When Subtle Stigma Creeps In

Now that I’ve been in business a little longer — not long enough to call myself highly experienced, but long enough to have formed some clear opinions — I’m beginning to look at this differently. I’ve started to wonder: did all those people who introduced themselves as “just a VA” have the same kind of experience I’ve recently had?

At a few events, when I introduced myself and explained what I do — especially around other business owners — I noticed something. There was a subtle stigma. Not outright disrespect, but definitely a shift in the room. It felt like what I do wasn’t taken as seriously.

No one said anything directly, but the energy changed. People would sometimes try to downplay it, as though being a VA was something light or trivial. When I said I was a Virtual Assistant, responses would often be along the lines of, “Oh, are you a bot?” or “So, customer service then?” And when I explained further, it would sometimes be, “Ah, like a secretary then?”

At that point, in my head, I was already thinking, “Well… not exactly, because I can’t even make you a coffee — not because I wouldn’t, but because I’m virtual, and unless someone figures out how to email lattes, it’s not happening.”
But of course, I just smiled and kept it polite — all while quietly wondering how my role got reduced to someone who doesn’t even get to hand over a brew.

Now, of course, many people were kind and respectful — but others were surprisingly abrupt and dismissive.

And so I started to think: maybe that’s why so many VAs say “just a VA.” Not because they don’t value themselves, but because they’ve had enough experiences where others didn’t value them. Maybe it’s a defence mechanism — or a way to lower expectations before someone else does.

When the Disrespect Isn’t Subtle

Unfortunately, it doesn’t stop at events. On social media, too, you’re often exposed to judgement — whether it’s from clients, followers, or complete strangers.

I recently saw a fellow VA share a post that really hit home. She included a screenshot of an email from someone called "Gary" — completely unprovoked, shockingly abusive, and utterly dismissive of her work and her worth.

It resonated with me deeply because I’ve experienced something similar myself. In fact, one potential client actually scheduled a Zoom call with me — only to spend the time telling me what he thought of me and my business. Nothing constructive. Just personal attacks. Trust me "Gary 2" did not disappoint. Encounters like these leave a mark.

Is It Also About Gender?

I also believe that part of the stigma we face stems from the fact that the Virtual Assistant industry is predominantly female. And while I don’t see that as a disadvantage — in fact, I find it empowering — I do believe that, as women, we are often not taken as seriously in business.

What puzzles me is how often people comment on this as if it’s strange. I’ve been asked — sometimes quite directly — “Are there any men in your industry?” or “Is it just a female thing?” The tone is often curious, but occasionally laced with judgement, as if this line of work is somehow less important simply because it’s primarily done by women.

Yes — the industry is female-dominated. But why do we assume that’s simply because of gender roles, rather than recognising the value and skills required? Certain professions have historically been chosen more often by one gender — that’s true across many industries. But that doesn’t mean the role of a VA lacks potential, complexity, or strategic impact.

In reality, there are many highly skilled male VAs out there — particularly in areas such as tech support, graphic design, systems automation, finance, and digital marketing. The difference is, they often rebrand themselves as project managers, tech consultants, or executive support strategists — titles that are typically perceived as more “masculine” and therefore taken more seriously.

This kind of gender bias — whether conscious or unconscious — absolutely filters through. People assume we’re just helping, not leading or contributing on a strategic level. And when the default mental image is a woman doing support work, the role gets mislabelled as “light admin” — not the multifaceted, business-critical work it truly is.

The irony is, the VA industry is overwhelmingly female not because the work lacks depth, but perhaps because women have historically been pushed toward support roles — and have since redefined them on their own terms. Many of us have built successful, flexible businesses with autonomy, purpose, and real impact.

But it’s time that value was recognised more broadly. This is strategic work. It’s operations. It’s systems. It’s project management. It’s client relations. It’s process improvement. It’s leadership — even if we don’t always call it that.

So yes, the gender imbalance is real. But the assumption that this makes the role less valuable? That’s what needs to change.

We Need to Start Talking About It

Here’s the thing: we have to talk about it.

We shouldn’t suffer in silence. That was my mistake — and I think it might be a common one. We brush things off. We tell ourselves to toughen up, carry on, focus on the positive. But these experiences add up. Over time, they chip away at how we see ourselves. And one day, you catch yourself thinking: “Maybe I am just a VA.”

But we’re not!
You’re Not “Just” Anything!

We are business owners. It takes an incredible amount of resilience, skill, and determination to run a business — any business. What we do is complex, valuable, and essential. It’s not just admin. It’s strategy. It’s operations. It’s communication. It’s creative thinking.

We are the backbone of many businesses.

The truth is, being a Virtual Assistant isn’t just about admin. It’s about infrastructure. We are often the engine behind the scenes — supporting operations, managing projects, improving systems, handling client communications, overseeing marketing workflows, keeping finances on track, and providing critical day-to-day structure for growing businesses. Many of us bring years of experience from corporate roles or specialised sectors like legal, HR, tech, or creative industries. We don’t just send emails or book meetings — we wear multiple hats, juggle complex tasks, and solve problems daily. So no, we’re not “just VAs.” We are business owners in our own right. We are strategic partners. We are multi-skilled professionals. And the more we own that truth, the more others will begin to see our value too.

Sometimes, I think it’s a bit like being a mum. You look around and assume every other mum has it all figured out — the tidy house, the perfect schedule, the always-on-time school runs. Meanwhile, you’re just about managing to stay afloat, and you think: Everyone else has it together but me.

Then you finally speak to one of those mums who seems to have it all, and you realise she feels exactly the same. She’s overwhelmed, tired, and stretched. And suddenly, it clicks — we’re all just putting on brave faces.

It’s the same in our industry. Most of us have had unpleasant experiences — but we don’t talk about them. We keep going. We polish our online presence. But it all still matters. It shapes how we see ourselves, how we show up, and how we define our worth.

So let this be a reminder — you’re NOT just a VA!!!

You are an EXPERT!
You are a BUSINESS OWNER!
You are SKILLED, VALUABLE, and WORTHY of RESPECT!

And if that helps Gary sleep better at night — since he’s been questioning whether we’re worth our hourly rate — then allow me to introduce myself properly: I’m Aggie, a Virtual Assistant and Executive Productivity Partner."