Virtual Assistant
Online Business Manager
AI Coach
Trusted Right Hand
Hi, I’m Erin! Your;
After 6+ years working inside businesses just like yours, I kept seeing the same thing — brilliant business owners with brilliant offers, still doing work they shouldn't have to.
Not because support wasn't available. Because none of it quite fit. So I built something that does.
How I Got Here…
2019
My background was in hospitality and events — an industry that taught me everything about making things run seamlessly behind the scenes. I went self-employed in 2019, supporting Travel and Events companies with the back end work that kept them running. (Though I had no idea at the time that ‘Virtual Assistant’ was the name for what I was doing.)
2020
Covid arrived and took all of my clients with it. I hired Kat Elizabeth to help me figure out how to pivot, and she hired me as a Virtual Assistant in her coaching business. My new niche was born and I've worked exclusively with online coaches ever since.
2022
Booked and busy. But quietly frustrated. I was going above and beyond my VA role (and pay grade) because I knew my clients needed more. They needed someone who could think for themselves, find solutions, spot gaps, and come back with it done rather than waiting to be directed at every step.
I was more than capable but the VA model wasn't built for that.
2024
So I followed industry advice and moved into more of an OBM, integrator role—charging more for thinking and delegating tasks down to the team.
And immediately saw the same problem from the other side. Now I was the one writing the instructions, checking the VAs work and finding myself thinking: it would have been quicker to do this myself. Also finding that the price tag associated with this kind of team structure was more than the lifestyle business owners I loved to work with, were able to or wanted to pay.
2025
The year that AI changed everything — doing in minutes what used to take hours—I could see that the OBM/VA model was becoming even more redundant. Business owners no longer wanted to pay for what AI could do. They needed someone who already knew how to use it, and who could proactively bring it into their business.
So I stopped trying to fit into a model that wasn't working and built something new. Something actually designed around what the business owners I love to work with need.
You want a business that lets you do work you genuinely enjoy, work that makes a real difference in people's lives. You have big dreams, and you're realistic about what it takes to get there. But you're not willing to sacrifice your health, your relationships, or the life you're living now in order to build the life you want later.
You're not building an empire or trying to take over the world. You're building a simple, lean business that gives you freedom to choose how you work, where you work, and what you do with the time and money it creates. Me too!
When I started my business, my vision was clear: the freedom to work from anywhere so I could feed my love of travel and come home to Scotland whenever I wanted. How I want that lifestyle looks has changed over the years. But the goal has stayed the same. A business that enables me to live the life I want to live.
I get you because I am you.
The Life I’m Building…
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![Highland cows in a Scottish green field — Erin Claire Butler's home in Scotland]()
Scotland = Home
After a lifetime of wanting to be anywhere in the world other than where I grew up, I recently moved back home to Scotland and there’s no-where in the world I’d rather be.
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![Erin with family paddling in a Scottish river — family and slow living in Scotland]()
Family & Friends
My people are everything to me. Proud auntie, sister, daughter and friend. Being back close to the people I love most is everything I didn't know I was missing.
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![Erin Claire Butler and John smiling outdoors in the Scottish countryside]()
John & I
After six years of building our lives around London (where John needed to be for his job) we’re building a new vision for what we want our life together to look like.
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![Wooden sauna beside a Scottish loch — slow living and time in nature]()
Slow Living
Long walks in the countryside. Homegrown veggies. Wild saunas and sea dips. It’s all about the simple pleasures and every day joy for me at the moment.
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![Picture-perfect white Scottish cottage with a garden — Erin's cottage dream]()
Cottage Goals
Currently dreaming about our next home. I’m imagining a picture perfect cottage with a beautiful garden, raised beds, chickens and maybe even a family of our own one day.
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![Erin Claire Butler and John smiling by the sea on an adventure in Italy]()
Adventures
I will always be a traveller at heart. The dream is a life where John and I have a base in Scotland and the freedom to go on lots of adventures too (we're usually found somewhere in Italy!).
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![Erin Claire Butler selfie — building a financially stable lifestyle business on her own terms]()
Financial Stability
This business isn't built to make me a millionaire. It's built to give me options — to pay my bills and fund my adventures, whilst leaving enough space to work on other projects.
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![Scenic Scottish loch and green hillside — the big dream of land and slow living in Scotland]()
The Big Dream
Land, a home, hospitality, wellness, a place for people to come and slow down. Time in nature, good food, a sauna, wild swimming, and the kind of quiet that reminds you what actually matters. One day.
Let’s Chat!
If you're looking for someone who understands both the business you're trying to build and the life you want to live, I’d love to hear from you.
Click the link below to book a call and let's chat about where your business is at, where you want it to go, and whether I'm the right person to help you get there.
