AI Secretary: What It Is and How Catch Runs Your Admin

The Problem

Admin doesn’t arrive as a project you can block an afternoon for. It arrives in fragments, all day, in the gaps between the work you were actually hired to do.

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A candidate wants three slots before Thursday. The QBR moves and drags five meetings behind it. A customer’s pricing question sits buried under forty other emails, and you’ll get to it around eleven at night. You’re two minutes from a partner call and can’t remember what you committed to last quarter. There’s a dinner to book, a hotel to call about a late checkout, and a scheduling link someone external sent that’s been sitting in your inbox since Monday.

None of it is hard. It’s all yours, though, and it eats the hours you’d set aside for the deal, the hire, or the one decision nobody else can make.

The usual fix is to hire a secretary or an executive assistant. At a US mid-market company that’s $120,000 to $180,000 a year fully loaded, and somewhere in the 30 to 200 employee range it tends to be the headcount that doesn’t survive the budget conversation. So the admin stays with the executive, filed under the cost of the job. Filling that gap is more or less why the AI secretary category exists.

What Is an AI Secretary?

An AI secretary is software that takes over the administrative work a human secretary or executive assistant does: running the calendar, handling the inbox, scheduling and rescheduling meetings, keeping track of reminders and to-dos, prepping you before meetings, and making bookings and calls on your behalf.

When you’re comparing tools, the question worth asking is whether the software suggests or does. A tool that spots a calendar conflict and waits for you has handed the work straight back. A tool that emails the other party and moves the meeting has taken it off your plate. Plenty of products filed under “AI secretary app” sit on the first side of that line. They draft, summarize, label, or spin up a link, and the executive still finishes the job.

The test is whether you can hand something over and stop thinking about it. That is what an executive expects from a secretary, and the software should clear the same bar.

How Catch Works as Your AI Secretary

I’m Nir Sabato, co-founder of Catch. We built an admin savior: an agent whose entire job is the administration of an executive, measured by how much of that work never reaches you.

Catch runs the calendar instead of displaying it. It reads and prioritizes the inbox, replies in your name, and tells you about the threads that genuinely need you. It books meetings rather than handing you a link. It generates scheduling links on request with whatever constraints you give it, reminds you what you owe someone before the meeting rather than after, and places real phone calls to book a table or sort out a hotel. Travel booking is in beta right now.

What makes it work is judgment, not configuration. There’s no rules engine here and nothing to build. Catch learns you from your connected calendar and email, and from the corrections you give it along the way: your priorities, your key relationships, the meetings you never move, who gets an answer within the hour, what you’d actually want said to a board member versus a direct report. Early on it checks before acting. As it builds context it takes on more, and it comes back to you when a decision is genuinely yours to make.

You reach it wherever you already are: Slack, email, text message, iMessage, or a phone call. Setup runs under three minutes. Sign up, connect Gmail or Outlook, start talking to it.

Flat $99 a month. No credits, no usage tiers, no per-call fees, phone calls included.

Key Capabilities

Calendar management, including the rescheduling

Catch watches the calendar continuously. It schedules new meetings, coordinates across multiple parties, and modifies invites that already exist: participants, duration, accepting, declining. When two things collide, it contacts whoever needs to move and moves them. Ask for a scheduling link in one sentence (“a link for me and the CFO, Tuesday and Wednesday mornings only”) and it exists seconds later with those constraints applied. And when someone sends you their scheduling link, Catch clicks through and books a slot based on your real availability and how urgent the meeting looks.

The inbox, handled with judgment

Executive email isn’t menial work. Contracts, negotiations, and customer decisions all happen there. The expensive part is the overhead around it. Catch reads and prioritizes, texts you the messages that genuinely need your attention, drafts replies that reflect what you actually meant, and sends them. It also keeps track of what’s gone quiet: the term sheet, the intro, the customer who never wrote back. Whether something deserves a nudge depends on the relationship and the stakes, not a fixed rule about two-day silences.

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Reminders, briefings, and flagging what matters

Before a meeting, Catch reminds you of the to-dos attached to it, pulls the brief from Notion or Asana, and picks up context from the note-takers you already use. It flags the things you’d otherwise remember at eleven at night. It also judges when something doesn’t warrant your attention at all and leaves it alone, so what reaches you is what genuinely matters that day.

Real-world actions: bookings, calls, and messages

Catch places actual outbound phone calls on your behalf (a restaurant reservation, a late checkout, an appointment) and completes the task on the call. Text messages go out from its own number, not yours. It books restaurants and hotels. It updates HubSpot or Zoho so your pipeline reflects the conversation you just had, and it closes tasks and shifts deadlines in Asana and Notion rather than replacing the systems your team already runs on.

Every channel you already use, including voice

Slack between meetings. A voice note from the car. An email forwarded with one line on top. Or you call Catch and talk it through: a daily call sync where you walk through priorities out loud and hand off the day’s admin in a few minutes. Context carries across all of it.

Security built for an executive’s calendar and inbox

Catch is SOC 2 Type II certified, audited by EY, and a Google Verified app at CASA Tier 2. Data is hosted in the US. Customer data is never used to train third-party models. The agent verifies details before doing things on your behalf, doesn’t expose your information to the people it coordinates with, and won’t be talked into revealing something it shouldn’t.

Who This Is For

• CEOs and founders at 30 to 200-person companies carrying a real admin load with no assistant
• VPs of Sales losing hours to prospect scheduling, quiet threads, and CRM hygiene
• VPs of Operations whose calendar is a coordination problem before it’s a schedule
• Partnerships and BizDev leaders running external counterparts across time zones
• Marketing leaders who spend more time coordinating the work than directing it
• Executives who already work with an assistant and want the traditional admin handled so that person can take on operational and in-person work instead

How It Works

1. Sign up. Self-serve, 7-day free trial, no demo call required.
2. Connect Gmail or Outlook. Then Slack, Asana, Notion, or your CRM if you use them.
3. Start talking to it. Text message, Slack, email, iMessage, or phone. Nothing to configure and no workflows to build, so the whole setup runs under three minutes.
4. Hand off something real. A week of inbox. A board meeting to coordinate. A dinner to book.
5. Let it learn you. It builds a picture of your priorities and relationships from your data and your corrections, and takes on more as it earns it.

Results You Can Expect

The number worth measuring is reclaimed hours. Log one week of your own admin, every scheduling thread and triage pass and chase and prep block, then price those hours at what your time is worth to the company. Few executives ever put that figure in front of themselves.

Across the platform, executives have delegated more than 20,000 tasks to Catch, scheduled over 5,000 meetings through it, and handed off more than 200,000 emails. Finout, OpenWeb, Hud, NowYouKnow, ARYA, Atlas, and Figures are among the companies using it.

Day to day it’s less abstract than those totals make it sound: a calendar that resolves its own conflicts, an inbox that arrives triaged with the replies already sent, a meeting you walk into briefed, a reservation you never thought about.

On cost, $99 a month flat against $120,000 to $180,000 a year for a loaded US executive assistant. If you already work with one, none of this is an argument for letting anyone go. Catch takes over the traditional admin role, which frees a capable person to grow into the operational and in-person work that still needs someone in the room.

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Frequently Asked Questions

Get Started

Track one week of your own admin: every scheduling thread, every triage pass, every chase, every prep block. Then price those hours at what an hour of your time is worth to the company.

If the number clears $99, connect Gmail or Outlook and hand Catch something real during the free trial. A week of inbox, say, or a board meeting to coordinate. A week is usually enough to see how much of your calendar comes back.