As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Jessica Whatman.
Jessica Whatman is the Founder and CEO of AgentSync, Australia’s leading virtual assistant platform built for the new wave of founders, lean teams, remote-first operators, and scaling businesses that need support that accelerates rather than hinders.
In less than two years, Jess has grown AgentSync from her kitchen bench into a multimillion-dollar company operating across Australia, New Zealand, and the U.S. Through her signature delegation framework, The SYNC Method, she empowers founders to reclaim their time, train high-performing virtual assistants, and scale sustainably—without the burnout.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired you to start your business, and what problem were you passionate about solving?
I’d always wanted to start my own business, but what really pushed me was a mix of family and the team around me. At the time, my daughter was sick, and I knew I needed more flexibility and freedom to be there for her. That was a big driver.
I’d also been working with Virtual Assistants in my real estate role, and I absolutely loved them. They were talented, hardworking, and such an important part of the team, but I could see they weren’t always being treated or paid fairly. I wanted to change that.
So AgentSync was born—to give business owners the support they desperately need, while also creating better opportunities and futures for VAs. It’s about solving both sides of the problem.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
When I started, it was just me matching VAs with business owners. Fast forward 3 years, and AgentSync is now a multi–7-figure business with hundreds of VAs supporting clients across Australia & New Zealand
The big shifts were:
- Creating clear packages so clients knew exactly what they were getting.
- Building a training hub for VAs so they were set up to succeed.
- Always focusing on long-term relationships, not quick wins.
In your view, what truly sets your brand apart in today’s competitive market?
We actually care about both sides. A lot of agencies see VAs as disposable. We don’t. We pay them well, train them, and celebrate their wins. At the same time, we make sure clients feel supported, not left to figure it out alone. That balance is rare, and it’s why people stay with us.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Honestly, two things…being real on social media and getting out to network. On socials, I share the real journey, not just the polished highlights. People connect with that because they see themselves in the ups and downs, and it shows I actually understand what they’re going through.
But nothing replaces meeting people face-to-face. Going to events, chatting about my business, and just as importantly, listening to theirs has been huge. It builds genuine trust and relationships, and that’s where the best opportunities often come from.
How do you stay connected to your ideal audience and understand their needs or behaviors?
I’m always in the room with them (physically or virtually!)…whether that’s speaking at events, jumping on Zoom calls, or chatting in DMs. I also listen closely to my team, who hear daily what clients are juggling. That constant feedback loop keeps us sharp.
What’s one branding move or campaign that helped elevate your business to the next level?
Defining our Essential and Elite VA packages. It gave people language for what they actually needed. Clients stopped feeling confused, and suddenly it was really clear: “I need an Essential VA for admin” or “I need an Elite VA to run projects.” That clarity was huge for us.
What does success look like for you, not just in numbers, but in purpose or impact?
It’s about the ripple effect. A business owner gets their life back, which means they show up better for their family. A VA in the Philippines earns more than average and supports their own family. My team gets to be proud of the work they do. That’s the kind of success that actually matters to me.
How do you personally define success, beyond revenue and growth metrics?
For me, success is about freedom and impact. Freedom to choose how I spend my days, be present with my family, and not feel chained to my desk. And impact, because I get to see both sides win, business owners getting their time and sanity back, and our VAs in the Philippines building better lives for their families. That combination is what really feels like success to me.
Can you share a challenge or setback that ultimately became a turning point for your brand?
At the start I thought competing on price was smart. It wasn’t. It meant VAs weren’t paid fairly, and clients weren’t happy either. Learning that the hard way forced me to rebuild the business model around quality and care. That shift completely changed the future of AgentSync.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
- Planning my week on Sundays so I don’t feel overwhelmed.
- Moving my body, whether that’s the gym or a walk, to clear my head.
- Making time for content, because sharing ideas keeps me connected.
- And most importantly, switching off for family time with my husband and daughters.
How do you approach innovation and risk in your business strategy?
I try new things quickly, but I don’t bet the whole business on them. For example, we built “Andy,” our AI VA Matchmaker, as a small experiment. It worked so well it’s now part of our model. I see risk as learning; sometimes it works, sometimes it teaches.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Don’t wait until you have it all figured out. Start small, test fast, and be ready to tweak things. Progress beats perfection every time.
Where can our audience connect with you and learn more about your work or offerings?
I’m most active on Instagram at @jesswhatman_agentsync. You can also head to agentsync.com.au if you’re curious about bringing a VA into your business.
