Workmate

What it is

Workmate is an AI-powered executive assistant founded in 2024 by Will Ruben that handles scheduling, calendar management, and the coordination overhead that eats hours of every knowledge worker's week. It operates over email, Slack, Microsoft Teams, and text — and unlike a booking link, it exercises judgment: following up persistently when meetings stall, flagging calendar conflicts before they become problems, and adjusting across time zones and travel schedules. The defining feature is white labeling: Workmate can have a custom name, a custom email at your domain, and a consistent writing voice — so external contacts interact with what feels like a human executive assistant.

Who it's for

Founders, executives, and knowledge workers who spend hours per week on scheduling back-and-forth and want that time back without hiring a human EA.

Why it's better

• •Workmate schedules like a human assistant, not a link — it follows up, resolves conflicts, and exercises judgment.
• •White labeling means clients interact with your brand, not a third-party tool.
• •It runs across email, Slack, Teams, and text — wherever scheduling actually happens.
• •Sunday conflict summaries and proactive calendar cleanup catch problems before they land on Monday.
• •Costs less than a human EA while covering hours of coordination work every week.