Built for busy businesses in Thailand

More work finished.
Less to keep track of.

Principal handles the everyday admin that slows your business down—from inboxes and follow-ups to meeting notes and research. Quick jobs stay quick. Important work gets extra care.

Try Principal free See how credits work

No surprise overages
See what every task uses
Top up only when needed

Two Thai business professionals reviewing work together in a Bangkok office — A calmer day at work

Monthly plans

Choose the amount of help you need.

Every plan gives you the complete general business assistant, a private workspace, safety checks, and a clear monthly credit balance. You then choose the specialist skills that fit your work.

Selected plan Operator · 100k credits

USD billing · approximate THB shown

Best for most owner-led businesses

Operator

For a busy owner who wants Principal handling daily admin, follow-ups, meeting notes, and regular research.

100,000work credits each month

Monthly price

$299/ month

Approx. ฿10,110 / month Choose Operator or try it free first

Included

What you get

One private Principal workspace
2–3 inbox and calendar connections
Choose up to 6 specialist skills
Regular research and browser tasks
Low-balance alerts and optional top-ups

Good fit

How much work it covers

Everyday adminHigh daily use

Inbox & calendarActive daily use

Business researchRegular

Bigger projectsWeekly

Nothing technical to choose.Tell Principal what you need in normal language. It decides how much time and care the job needs behind the scenes.

THB figures are estimates using the Bank of Thailand reference rate of ฿33.804 per USD on 23 July 2026, rounded to the nearest ฿10. Plans are currently confirmed and billed in USD; the final converted amount can vary.

How credits work

Credits are simply a measure of work.

A short job uses a little. A detailed job uses more. Principal handles the choices and shows you what was used, so you can stay in control without learning the technology behind it.

Ask normally

Send a message just as you would to a capable assistant.

Principal handles it

It gives the task the right amount of speed, research, and care.

See the result

The work is finished and your remaining credits stay visible.

Quick

Everyday jobs

Short drafts, reminders, calendar checks, simple questions

3–14credits

Useful

Business tasks

Meeting notes, email replies, lead reviews, comparisons

11–55credits

Detailed

Research & planning

Supplier research, market checks, detailed recommendations

32–160credits

Project

Larger pieces of work

Deep investigations, multi-step projects, image creation

130–650+credits

These are planning examples, not fixed charges. Longer conversations, larger files, paid research services, and repeated revisions can use more.

Know where you stand

See your balance and the cost of completed work instead of waiting for a surprise bill.

No automatic overspend

Principal pauses when your plan is used unless you have chosen to add more credits.

Pay for useful work

Quick jobs stay economical while bigger jobs receive the attention they deserve.

Smart task handling

The right amount of care, automatically.

You should not have to decide how the machinery works. Principal quietly matches its approach to the job, balancing speed, quality, and cost for you.

Everyday work

Fast when the answer is straightforward.

Ideal for calendar checks, short messages, reminders, and simple drafts.

Quick turnaround · fewer credits

Business work

More context when details matter.

Useful for meeting preparation, customer follow-ups, lead reviews, and comparisons.

Balanced attention · practical detail

Important work

Extra care for bigger decisions.

Best for detailed plans, difficult research, and work you want checked more thoroughly.

Deeper work · stronger review

You describe the outcome in plain languagePrincipal handles the rest

A normal day with Principal

Small jobs stop piling up.

Principal can keep work moving across the day, while you stay in charge of anything that leaves the business.

08:30

Start clear

Important messages and today’s schedule are ready in one short briefing.

Inbox · calendar

10:45

Walk in prepared

Customer history, notes, and open questions are collected before the meeting.

Meeting prep

14:20

Follow up properly

Notes become action items and a clear reply, ready for your approval.

Notes · follow-up

17:10

Finish the loose ends

Open tasks, supplier checks, and tomorrow’s priorities are organised.

Research · reminders

Need a little more?

Add credits without changing your plan.

A busy month should not force a permanent upgrade. Add a one-time bundle when needed, or move up when the extra work becomes normal.

10k$39≈ ฿1,32025k$89≈ ฿3,01050k$149≈ ฿5,040100k$279≈ ฿9,430

Included with every plan

A business assistant, not another blank chat box.

Principal is set up around your business, your ways of working, and the boundaries you choose.

Remembers your business

Your services, team, preferences, and working rules stay available for future tasks.

Asks before acting

Messages, bookings, spending, and other important outside actions can wait for your approval.

Works across tools

Connect the inboxes, calendars, browsers, and business systems that your work relies on.

Set up with you

Principal is prepared for your type of business instead of leaving you to build everything yourself.

Questions

Plain answers.

If you would rather talk through your workload, we will help you choose without a sales lecture.

What is a credit?

A credit is a simple unit for measuring completed work. Short, straightforward jobs use fewer credits. Detailed or multi-step jobs use more.

Do I need to choose how Principal handles a task?

No. Describe what you want in normal language. Principal decides whether the job needs a quick answer, more research, or extra checking.

What happens if I run out?

Principal stops using paid credits. You can add a one-time bundle or move to a larger plan; there is no surprise overage bill.

Can I start small?

Yes. Start with the plan closest to your current workload, see what your real work uses, and change later.

Will Principal send messages or make bookings without me?

You choose the approval rules. Important actions can always be held for you to check before anything is sent or confirmed.

Which specialist skills can I choose?

Choose from Marketing, Sales, Real Estate, Finance & Admin, Project Management, Design & Brand, Customer Service, Operations, Data & Reporting, and Event Planning. Demo and Starter include up to three, Operator up to six, and Max all ten.

Your time is the expensive part

Ready to take the busywork off your plate?

Try Principal with real work, or tell us what is slowing your business down and we will help you work out the right starting point.

Try Principal free Talk to our team