About Us
Virtual Business Management: The Key to a Smoothly Running Business
Imagine This…
Your business runs smoothly, whether you’re in the office, on holiday, or deep in creative strategy. Your team handles tasks and decisions, giving you the freedom to focus on what excites you.
This happens when your business is built to run without depending on you for every decision.
This is why we built The Lever.
Where it all began
Our story started in 1998.
That year, Justine Parsons launched YourVA. For over two decades, YourVA has helped business owners delegate tasks and reclaim their time, it still does, and is New Zealand’s leading virtual assistant agency.
But as we worked closely with growth-minded, values-driven leaders, we saw something more was needed.
They were carrying the weight of the business, making every decision, managing every fire, holding the whole thing together.
What they needed wasn’t more hours back.
They needed a business that could run without them being in every corner of it – a comprehensive Virtual Business Management solution.
So, we evolved. And The Lever was born.
We Believe...
- systems should serve people, not overwhelm them
- business gets better when the right people are trusted to lead it
- founders shouldn’t have to choose between growth and quality of life
- structure and clarity are more powerful than hustle and heroics
- The right support doesn’t make you less essential — it makes you more effective
How we work
At the centre of our model is your Virtual Business Manager (VBM), a strategic operator who becomes the anchor of your internal team.
Behind every VBM is a hand-picked team of specialists across operations, AI, marketing, finance, and systems, all working together to implement strategic change that sticks.
It’s not about outsourcing. It’s about finally being supported in the way you’ve always needed.
The kind of support that allows you to lead without carrying it all.
“They’re like employing the Swiss Army knife in business. We don’t need anyone else.”
“…our organisation has made huge strides that have helped me to be able to focus on strategic priorities, thus enabling our team to sow the seeds of growth and love of the outdoors with New Zealand youth. Thank you!”
Meet the Leadership Team
Our female-led team brings decades of experience in business ownership, strategy, finance, and operations. We’ve been in the trenches, we’ve navigated growth challenges, and we know what it takes to turn a business from overwhelming to thriving.
Justine Parsons
Justine founded New Zealand’s first virtual assistant provider in 1998 and has spent over two decades helping business owners step back from the daily grind. Her journey from overwhelmed operator to strategic leader shaped The Lever’s mission, to help entrepreneurs build self-sustaining businesses. A champion of female-led businesses, she empowers leaders with smart systems, strong teams, and practical solutions to create lasting change.
Sue Balcomb
Sue brings a unique blend of corporate and entrepreneurial experience, turning ambitious plans into practical realities. She’s passionate about creating order from chaos, streamlining operations, and mentoring teams. Her leadership ensures that The Lever delivers innovation and sustainable growth for every client.
Leanne Mulcahy
Leanne is a business leader, mentor, and strategist with experience in business ownership, consulting, and cultural transformation. She ensures that the systems and strategies we implement aren’t just functional, they genuinely support people. She believes that business success isn’t about doing more; it’s about focusing on what truly matters.
Marg Palmer
Marg is a finance expert with a deep commitment to the community. With years in banking and business ownership, she understands the value of every dollar and takes a relationship-driven approach to financial management—ensuring integrity and trust are at the core of everything The Lever does.
We’ve worked with business owners who once felt tied to their businesses, until they made the shift. Each of these businesses built something that works without them needing to be at the centre of every decision and that’s exactly what’s possible for you.
Sandra Julian
Auaha
Went from running every detail of her business to stepping back so confidently that she sold it and moved into consulting on her terms.
Emily Umbers
AUSTRALIAN INTERANTIONAL DEVELOPMENT NETWORK
Transformed their operations and empowered their team to manage newly integrated system with confidence, while shifting their focus to strategic growth.
Lianne Fraser
Celebrants Aotearoa
Transformed from a scattered, admin-heavy operation into an aligned, self-sufficient team, creating a sustainable future for their organisation.
Our Commitment to
Reclaim your schedule for strategic thinking and growth
Optimise operations to improve profitability
Build stronger connections with your team and clients
Focus on your vision while we handle the details
