Far from being replaced by AI, Kellie Doran’s successful start-up Staffordshire VA proves that there is strong demand for a human personal assistant service.

Newcastle-under-Lyme based Kellie worked as an executive-level PA for 27 years before setting up her own business.

She has now reached full capacity and hopes to take on staff to offer additional hours to her growing list of clients.

From its inception, Staffordshire VA has operated as a premium, retained service supporting business owners, professionals and high-net-worth individuals. The model is deliberately structured around proactive, embedded support rather than reactive task delivery. This includes managing workflows, aligning priorities and implementing structure that enables clients to operate more efficiently and make better decisions.

Within three months of launch the business reached full capacity, driven entirely through referrals and reputation rather than paid marketing. This demand has been sustained, with the business continuing to operate at or near capacity and implementing a waiting list where required.

Kellie said: “I’ve worked as a PA since I was 21, always at Managing Director or Chairman level. For the first 19 years I was with one business and then in my forties I moved around five or six different businesses working with different senior leadership teams and understanding different processes.”

Staffordshire VA was launched in 2025 when Kellie was made redundant and followed her husband’s advice to set up her own business.

“He told me to believe in myself. Three weeks later I was at a networking event and writing my first LinkedIn post. I’ve been busy ever since.

“My clients are from a mix of different sectors including commercial cleaning, IT, insurance and mortgage brokers. I also have private clients including one whose partner asked me to help him to plan out his life. No two days are the same for me.”

Kellie says that while AI can be a great tool it doesn’t provide the personal touch that she’s able to offer.

“The human touch is why my clients keep coming back,” she said. “I have no worries about AI taking over from me. The business has already reached the point where I am thinking about taking on staff.”

Staffordshire VA has entered the Start-up Business of the Year category of University of Staffordshire Business Awards.