Published by Magic. Pricing and service information checked October 20, 2026 against the providers’ pages linked below. Confirm current terms with each provider.
Quick Summary
Magic and Prialto are both fully managed services. Each one recruits, trains, and replaces your assistant for you, both give you backup when that assistant is out, and both publish their prices.
The difference is in what an hour costs and what you commit to. Magic’s Virtual Assistant plan costs $9 an hour and its Executive Assistant plan costs $13.50 an hour, each at 40 hours a week, with no long-term contract. Prialto sells in units of 55 hours a month at $1,600, which works out to about $29 an hour, with a 90-day minimum and a $250 setup fee.
The comparison below identifies published plan prices, included hours, and coverage. Confirm plan-specific fees and terms in your quote.
What we found
- Magic publishes lower hourly rates for its VA and EA plans. Magic’s Virtual Assistant is $9 an hour and its Executive Assistant is $13.50. Prialto’s fractional plan works out to about $29 an hour and its full-time plan to about $22.
- Prialto asks for 90 days and a setup fee before you start. Its FAQ lists a 90-day minimum per unit and a $250 setup fee, waived with an annual agreement. Confirm applicability to your chosen plan. Magic has no minimum, no fee, and no charge until you start working with your assistant.
- Prialto offers standard weekday hours and custom extended coverage. Magic includes Magic 24/7 on full-time Executive Assistant plans, so a request sent at 9pm or on a Sunday still gets handled.
- Prialto’s assistants are full-time employees, and that’s a point in their favor. They’re hired with benefits and trained for four weeks before assignment. Magic’s assistants are managed contractors. We cover what that means for you below.
Pricing: compare the plan and included hours
Magic’s Virtual Assistant plan is $360 a week for 40 hours ($9 an hour). Its Executive Assistant plan is $540 a week for 40 hours ($13.50 an hour), including Magic 24/7. Prialto works out to about $29 an hour on its fractional plan and about $22 on full-time. Full Magic pricing is on the pricing page.
| Magic plan | Hours a week | Weekly equivalent | Hourly equivalent |
|---|---|---|---|
| Virtual Assistant | 40 | $360/week | $9 |
| Executive Assistant, includes Magic 24/7 | 40 | $540/week | $13.50 |
| Magic Teams | Confirm team scope with Magic | $540/week per assistant; discounts at scale | Not specified on the pricing page |
Prices shown are for our standard plans, billed every four weeks. Weekly billing is also available through our sales team at different rates. Your quote confirms your hours, rate, and billing schedule. That is $1,440 per billing cycle for a Virtual Assistant, $2,160 for an Executive Assistant, or $2,160 per assistant for Magic Teams before any volume discounts. Four-week billing is not calendar-month billing. You only pay once you start working with your assistant and can cancel anytime. Part-time plans are also available; contact Magic for current rates and hours.
Sources: Magic pricing; Prialto pricing and service information. Checked October 20, 2026. Hourly and annual figures are calculated from the stated prices and included hours.
Prialto prices by the unit. One unit is a fractional dedicated assistant with about 55 hours a month. Full-time is three or more units. These are the plans published on their site.
| Prialto plan | Hours a month | Price | Hourly |
|---|---|---|---|
| Fractional dedicated assistant, one unit | About 55 | $1,600/mo | About $29 |
| Full-time dedicated assistant, three or more units | 165 or more | From $3,600/mo | About $22 |
| Enterprise, ten or more units | 550 or more | Not listed, quoted on a call | Not listed |
Prialto’s FAQ lists a 90-day minimum per unit and a $250 setup fee, waived with an annual agreement. Confirm the fees and minimum term for your chosen plan. Their pricing page also promises “free episodic overflow time,” meaning they won’t bill extra if you occasionally run over your hours.
Source: Prialto pricing, checked October 20, 2026. Its plan table lists $1,600 for the fractional plan; other sections on the same page, including its FAQ, still say $1,500. This comparison uses the plan-table figure. Confirm the current quote.
Compare annual cost and hours by plan
The annual figures below use 52 weeks for Magic and 12 calendar months for Prialto. The packages have different hours and coverage, so choose the service scope you need before comparing totals.
| Plan | Hours a year | Cost a year | Hourly |
|---|---|---|---|
| Magic Virtual Assistant | 2,080 | $18,720 | $9 |
| Prialto fractional, one unit | About 660 | $19,200 before any applicable setup fee | About $29 |
| Magic Executive Assistant, includes Magic 24/7 | About 2,080 | $28,080 | $13.50 |
| Prialto full-time, three units | About 1,980 | $43,200 before any applicable setup fee | About $22 |
Magic’s Virtual Assistant plan costs $18,720 over 52 weeks. Its Executive Assistant plan costs $28,080 and includes Magic 24/7. At the listed starting prices, the annual subscription difference is $15,120 before applicable fees. Prialto lists 165 or more hours per month; the table uses 165 for illustration, not as a maximum. The lower-priced Magic VA plan does not list Magic 24/7 as an inclusion.
Prialto’s overflow policy gives you some room above the 55 hours. If you have a heavy month, they say they won’t charge extra. It’s described as episodic, so it isn’t a plan for someone who needs 20 hours every week.
No upfront cost
Meet your assistant before you pay anything
Talk to your assistant before you commit. You pay nothing until you actually start working with them.
Magic vs Prialto side by side
| Feature | Magic | Prialto |
|---|---|---|
| Rate | $9/hour VA; $13.50/hour EA at 40 hours a weekSource: Magic | About $29 an hour fractional, about $22 an hour full-timeSource: Prialto |
| Price | $360/week Virtual Assistant; $540/week Executive Assistant; $540/week per assistant for Magic TeamsSource: Magic | $1,600/mo per unit, from $3,600/mo full-timeSource: Prialto |
| How you get a price | On the pricing page, with separate VA, EA, and Teams plansSource: Magic | On their pricing page by unit. Enterprise tier quoted on a callSource: Prialto |
| Hours | 2,080 a year on the 40-hour VA and EA plans; ask about part-time optionsSource: Magic | At least 1,980 a year on the listed full-time plan; 660 on one fractional unitSource: Prialto |
| Minimum commitment | None, cancel anytimeSource: Magic | FAQ lists 90 days per unit; confirm plan termsSource: Prialto |
| Setup fee | NoneSource: Magic | FAQ lists $250, waived with an annual agreement; confirm plan applicabilitySource: Prialto |
| Working hours | US hours; the full-time Executive Assistant plan includes a 24/7 shared poolSource: Magic | 9am to 6pm, Monday to Friday, US and UK time zones, excluding federal holidaysSource: Prialto |
| Nights and weekends | Included with the full-time Executive Assistant plan, via Magic 24/7Source: Magic | Custom extended weekday and weekend coverage available by arrangementSource: Prialto |
| Talent based in | Philippines and Latin America | Philippines, Kenya, and Guatemala, working from Prialto offices |
| Employment type | Managed contractors | Full-time employees with benefits |
| Model | Dedicated VA or EA with an account manager; the EA plan includes a 24/7 shared pool | Dedicated assistant with two trained backups and an Engagement Manager |
| AI tools | Paid for by Magic, with training before they start | Assistants described as trained on AI tools. Tools not named |
| Acceptance rate | Top 0.5% of applicants | Not listed. Four weeks of training before assignment |
| Replacement | Free, preferences carry over, with Magic 24/7 covering urgent work in the meantimeSource: Magic | Trained backups step in if the primary “leaves, or doesn’t work out”Source: Prialto |
| Before you pay | Meet your assistant first, no charge until you start | Confirm setup fees, minimum term, and matching process for your plan |
Backup coverage and extended hours
Magic’s full-time Executive Assistant plan includes Magic 24/7, a shared pool for requests when your dedicated assistant is unavailable.
Prialto includes trained backup support and an Engagement Manager. Its standard hours are 9am to 6pm, Monday through Friday, in US and UK time zones, excluding federal holidays. Extended weekday and weekend coverage can be arranged on a custom basis. Confirm availability, scope, and pricing in your quote.
Source: Prialto coverage and backup details. Checked October 20, 2026.
AI tools and included access
Every Magic assistant gets access to leading LLMs and AI tools, plus training on how to use them before they start working with you. Magic pays for the tools, and coaches each assistant one on one every week after that.
Prialto says its assistants are fluent in common software and AI tools, and that it trains them regularly on new technologies. Their service page lists more than 15 platforms assistants are trained on, including HubSpot, Salesforce, Asana, and Slack. Their site doesn’t name the AI tools or say who pays for access, so you’d need to ask on the call.
Vetting and training
Magic publishes an acceptance rate of 0.5%. Prialto publishes a four-week training program and no acceptance rate. The two numbers measure different things, so they don’t line up neatly.
Magic accepts the top 0.5% of applicants, and a person makes the final call after live interviews with each candidate. Every Magic assistant then goes through training and assessments on AI tools before their first task for you.
Prialto publishes a training program rather than an acceptance rate. Every assistant is a full-time employee who completes four weeks of core training before being assigned to a client, then learns the client’s own procedures on the job. They also run background checks and security training, and they secured SOC 2 Type 2 compliance in 2025.
The sources reviewed do not establish comparable hiring-funnel measures. What you can check is the employment model. Prialto’s assistants are employees with benefits, and Magic’s are managed contractors. Some buyers care about that a great deal, and if you’re one of them, that row in the table matters more than the acceptance rate.
Commitment and setup fees
Prialto’s pricing FAQ lists a 90-day minimum per unit and a $250 setup fee, waived with an annual agreement. Confirm which terms apply to the plan you choose, including any cancellation notice.
Magic has no long-term contract or setup fee. You meet your assistant before you pay, billing begins when you start working together, and you can cancel at any time. Standard plans use four-week billing; weekly billing is also available through Sales.
Source: Prialto terms. Checked October 20, 2026.
Why choose Prialto
If you’re buying for a department rather than for yourself, look at Prialto. They’ve served enterprise clients since 2009, list Rapid7, Compass, MIT, and EOS Worldwide on their homepage, and sell a 550-hour enterprise tier. They’re used to procurement conversations.
Their assistants are full-time employees with benefits under the labor laws of Guatemala, the Philippines, and Kenya, and they completed SOC 2 Type 2 in 2025.
Their backup structure is also more formal than a shared pool. Two named backups plus an Engagement Manager who documents your processes means work keeps moving during the workday if your primary assistant is out, and if that’s your main worry, their setup does it well.
Why choose Magic
Compare Magic if you want published VA and EA rates, no long-term contract, and an EA plan with shared 24/7 coverage included. Consider Prialto’s documented process-management and backup model alongside the terms of its quote. The Executive Assistant plan is $13.50 an hour for 40 hours a week and includes Magic 24/7.
- Lower published hourly rates. Magic’s Virtual Assistant plan is $9 an hour and its Executive Assistant plan is $13.50, each at 40 hours a week. Prialto’s fractional plan works out to about $29 and its full-time plan to about $22.
- No 90-day minimum and no setup fee. You meet your assistant first, billing begins when the work does, and you can cancel anytime.
- Coverage after 6pm. Full-time Executive Assistant plans come with Magic 24/7, so work keeps moving at night, on weekends, and when your assistant is away. Prialto can arrange custom extended coverage; confirm its scope and price.
- Published 40-hour plans. Magic’s VA and EA plans each provide 40 hours a week. Part-time plans are also available; ask Magic for current rates and hours.
- Published selection standard. Magic selects the top 0.5% of applicants. Providers use different candidate pools and selection measures, so their percentages are not directly comparable.
- Trained on AI before they start. Every assistant gets access to leading AI tools, paid for by Magic, plus training and weekly coaching.
What Magic clients say
★★★★★
“Magic has been fantastic from the start! They are with you constantly on the onboarding process, follow-up meetings, etc. And my assistant has FAR exceeded my expectations!”
Robert Clausen
★★★★★
“Had an amazing time working with Irish Colleen, who became a warm, intuitive, and proactive member of the team almost immediately from day one. She was really great at anticipating the needs of my business before I even had a chance to assign tasks.”
Kalo Catalyst
More at Magic reviews.
Magic vs Prialto: common questions
Magic vs Prialto: which is cheaper?
Magic has lower hourly rates for the plans listed here: $9 an hour for a Virtual Assistant or $13.50 an hour for an Executive Assistant, each at 40 hours a week. Prialto’s fractional plan is $1,600 a month for about 55 hours, roughly $29 an hour, and its full-time plan starts at $3,600 a month for 165 hours, roughly $22 an hour. Confirm applicable setup fees in your Prialto quote.
How much does Magic cost?
Magic’s Virtual Assistant plan is $360 a week for 40 hours ($9 an hour). Its Executive Assistant plan is $540 a week for 40 hours ($13.50 an hour) and includes Magic 24/7. Magic Teams is $540 a week per assistant, with custom hiring and training and discounts at scale. The prices shown use standard four-week billing. Weekly billing is also available through Sales at different rates. Part-time plans are available; contact Magic for current rates and hours. There is no charge until you start working with your assistant. See the pricing page.
How much does Prialto cost?
Prialto’s pricing page lists $1,600 a month per unit, with about 55 hours of support included, and full-time dedicated assistants starting at $3,600 a month for 165 or more hours. Its FAQ lists a 90-day minimum per unit and a $250 setup fee waived with an annual agreement; confirm plan applicability. Enterprise plans start at ten units and are quoted on a call. Other sections of the same pricing page still show $1,500; confirm the current quote.
Does Prialto have a minimum contract?
Prialto’s pricing FAQ lists a 90-day minimum per unit. Confirm the term and cancellation notice for your chosen plan. Magic has no long-term contract and you can cancel anytime.
Where are the assistants based?
Magic assistants are in the Philippines and Latin America, and all of them work US time zones. Prialto’s assistants work from company offices in Manila, Guatemala City, and Nairobi, and its headquarters and engagement managers are in Portland, Oregon. Neither service places US-based assistants.
Does Prialto offer after-hours or weekend support?
Yes, extended weekday and weekend coverage can be arranged on a custom basis. Prialto’s standard hours are 9am to 6pm on weekdays in US and UK time zones, excluding federal holidays. Confirm availability and price in your quote. Magic’s full-time EA plan includes the shared Magic 24/7 service.
Are Prialto assistants employees or contractors?
Employees. Prialto hires its assistants full-time with benefits and follows local labor laws in each country. Magic’s assistants are managed contractors.
Do the assistants use AI tools?
Yes. Every Magic assistant gets access to leading LLMs and AI tools, plus training on how to use them before they start. Magic pays for the tools. Prialto says its assistants are trained on AI tools and new technologies, but doesn’t name the tools or say who pays for access.
What happens if my assistant isn’t the right fit?
Magic replaces them at no extra cost and your saved preferences carry over, so the new assistant starts with the same context. On full-time Executive Assistant plans, Magic 24/7 handles urgent work while the new assistant is matched. Prialto says your two trained backup assistants step in if the primary leaves or doesn’t work out, and that it manages the transition.
How does Prialto compare to BELAY?
Both are managed services, but BELAY places US-based contractors and doesn’t publish pricing, while Prialto places employees in the Philippines, Kenya, and Guatemala and publishes its rates. Compare Prialto’s published plans with a BELAY quote for the same scope and hours. We compared Magic and BELAY separately.
Magic vs Prialto: which is better?
It depends on what you’re buying for. If you need an employee staffing model, SOC 2 documentation, and structured process and account management, Prialto is the better fit. If you want a dedicated assistant at a lower published hourly rate with no long-term contract, compare Magic’s VA and EA plans. The EA plan includes Magic 24/7 for coverage at night and on weekends.
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