Virtual Gurus’ VA unit acquired by Zirtual in North America expansion
OHIO, UNITED STATES, and ALBERTA, CANADA — Virtual Gurus’ virtual assistant division, including its AI-powered platform and specialized team, has been acquired by Ohio-based VA firm Zirtual.
The deal positions Virtual Gurus’ key assets as the catalyst for Zirtual’s immediate expansion into the Canadian market.
Virtual Gurus’ operational strength provides Zirtual with both a deepened United States capacity and a commanding entry into Canada. The acquisition is a direct play to leverage Virtual Gurus’ established technology and talent to dominate the North American market.
Parallel paths in virtual assistant innovation
VirtualGurus shares its vision of transformative business support but builds it upon a social mission, leveraging technology to connect companies with skilled Canadian and U.S. virtual assistants from underrepresented communities.
The company has grown to serve over 500 clients through its subscription-based talent marketplace and AI receptionist, scaling its impact by creating inclusive economic opportunities while handling essential tasks such as bookkeeping and marketing.
On the other hand, Zirtual’s model of providing dedicated, college-educated assistants for comprehensive administrative and marketing support has attracted a loyal clientele seeking a managed, long-term solution.
Founded in 2011, the company has cultivated significant revenue by offering entrepreneurs and professionals a flexible, expert alternative to in-house hiring, focusing on deep integration rather than transactional task completion.
Virtual Gurus ranked #204, while Zirtual ranked #334, in the OA500 2025, an objective index of the world’s top 500 outsourcing companies.
Zirtual’s fourth acquisition cements North America VA play
The move grants Zirtual a vast client base, valuable corporate partnerships with major institutions like Mastercard and Scotiabank, and an expanded team of dedicated U.S. and Canadian assistants.
The transaction is the fourth such acquisition by Zirtual since February 2024, following the purchases of Double, Delegated, and Del.Trust. Under the leadership of its private equity sponsor, PennSpring Capital, this series of mergers is explicitly designed to unify leading people and technology.
As PennSpring Managing Partner Lou Castelli stated, “We are gaining significant momentum, creating value and opportunity for owners across the industry.”
It is intended to optimize value for clients and opportunities across the entire industry by bringing together complementary services and specialties.
“In addition to being ideal growth partners, they are stewards of company culture and founding ethos. As we enter this new chapter in our decorated history, we know that our clients and employees remain in excellent hands,” said Virtual Gurus Chief Executive Officer (CEO) Elliot Schneier.
Virtual Gurus’ social impact mission continues under Zirtual
In addition to the business expansion, the acquisition highlights the need to balance corporate missions in contemporary mergers.
Zirtual is also adopting Virtual Gurus’ original ethos of providing meaningful work to underserved communities. The commitment to preserving this culture was a key factor in the deal.
Schneier emphasized, “As we enter this new chapter in our decorated history, we know that our clients and employees remain in excellent hands.” Bobbie Racette, Founder of Virtual Gurus, will continue to support the integrated platform as a strategic advisor, ensuring the mission remains intact.
The acquisition of Virtual Gurus by Zirtual exemplifies the strategic market consolidation and mission-driven growth highlighted in the Outsourcing Impact Review (OIR) 2025 by Outsource Accelerator, showcasing how leading outsourcing firms are expanding their reach while increasingly embedding social impact and inclusive hiring—core themes of the industry’s shift toward sustainable and equitable practices—into their expansion playbooks.
