For Principals’ PAs & Private Assistants

Your principal’s world runs through you. Now you have the network behind you.

Curate what they need, shape the brief, hand it to the advisor you trust — across travel, stays, tables, experiences and the rest.

See how it works

Free for assistants. Built around your principal, your preferences, your advisors.

Ultra mobile app — voice-first concierge assistant for curating trips

A network of trust, built for the concierge professionals everything runs through.

You’re the person your principal’s world runs through.

Ultra is the network of trust behind you — built by people who understand what that actually takes.

“Who do you call?”

The sold-out table, the unlisted villa, the jet at short notice. You build that rolodex one favour at a time — Ultra hands you a vetted network from day one.

The smallest detail changes the whole day.

A preference missed, a booking that slips — for a demanding principal there’s no safety net. Ultra keeps preferences, ideas and the brief in one place, so nothing falls through a gap between eight open tabs.

The better you are, the less anyone notices.

When it runs perfectly, no one sees the work — only the slip gets noticed. Ultra gives you a record of what you shaped and who you chose, so your judgement is visible, not just assumed.

You’re the buffer between the principal and everyone else.

Suppliers, advisors, the family office — it all routes through you. Ultra lets you hold that centre with a clean handoff, not forwarded threads and chased replies.

How it works

Curate. Choose your advisor. Hand off the brief.

You do the early legwork you’re already brilliant at. Ultra makes the handoff effortless.

Curate

Gather ideas from a vetted network

Choose your advisor

Yours, invited, or matched

Hand off the brief

With a note — typed or voice

Advisor builds

You keep the overview

Curate the ideas

Browse a vetted luxury network — stays, tables, experiences, transport, the hard-to-get — and gather what fits your principal. Build it into a shaped brief, not a scattered email.

Add the context only you have

Attach a note — typed or recorded as a quick audio message — so the advisor hears the brief the way you’d give it in person. Your principal’s preferences travel with it.

Choose the advisor

Send it to the advisor you already trust, invite your own advisor to join, or let Ultra match you with one by destination and specialty. Your relationships stay yours.

They build it; you stay in control

The advisor turns your brief into a finished plan. You keep the overview, the principal keeps you as their single point of contact — and the trip comes together without living in your inbox.

Built around the way you actually work.

Be the principal’s secret weapon

The right ideas, sourced fast, handed to the right professional. You arrive with options before you’re even asked.

One place, not eight tabs

Ideas, preferences, the brief and the handoff in a single workspace — so the next request starts from where the last one left off, not from scratch.

Your advisors, your relationships

Bring the advisors you already trust. Ultra works alongside them — it doesn’t replace anyone you rely on. No advisor yet? We’ll match you with one.

Discretion is the floor, not a feature

Your principal’s information stays your principal’s. Privacy controls and clear PA–advisor boundaries are built in, because at this level that isn’t a selling point — it’s the starting line.

The network behind the person everything runs through.

Set up your workspace in minutes — linked to your principal, stocked with a vetted network, and ready for the first brief you hand off.

Free for assistants · No principal details required to start · Works alongside the advisors you already use