Private concierge, personal assistant or butler: which to choose?
In the world of bespoke support for wealthy individuals, three models coexist: private concierge, personal assistant and butler. Each addresses distinct needs, with different scopes, availability and confidentiality levels. This comparison helps UHNWI, family offices and executives identify the most suitable model.
| Criterion | Private concierge | Personal assistant | Butler |
|---|---|---|---|
| Availability | 24/7 | Business hours | Residence only |
| Geographic coverage | Multi-city, international | Local | One residence |
| Provider network | Vast, qualified, exclusive | Limited | Internal |
| Crisis management | Yes, 24/7 | Limited | Home only |
| Confidentiality | NDA, strict protocols | Variable | High (trust) |
| Real estate / off-market | Yes (integrated expertise) | No | No |
| Events | Yes, turnkey | Basic coordination | Home service |
| Cost structure | Subscription or package | Salary + benefits | Salary + housing |
When to choose a private concierge?
A private concierge is ideal for multi-residence UHNWI, frequently travelling executives and family offices needing a single point of contact across cities and countries. It is the only model natively integrating off-market real estate, events and crisis management.
When to choose a personal assistant?
A personal assistant suits executives with primarily administrative needs: diary management, standard bookings, project tracking. It is a salaried role, limited hours, without the provider network or 24/7 coverage of a concierge.
When to choose a butler?
A butler is the ultimate household professional. They manage the residence daily — table service, maintenance, guest reception. Their scope is the home. For global, multi-residence, confidential support, the private concierge takes over.
Frequently asked questions
Can a butler replace a private concierge?
No. A butler excels in residential service but lacks the network, geographic coverage and real estate or event expertise of a private concierge. The two are complementary.
How does a private concierge compare in cost to a PA?
A PA is a salaried position (€50-80k/year + benefits). A private concierge works on subscription or package, often more flexible and without HR constraints. Cost depends on volume and service level.
Does AC Private offer all three models?
AC Private is a private concierge that can integrate a butler into its provider ecosystem. We coordinate everything — from off-market real estate to events, including daily management.