Free tool

Day rate calculator

For UK freelance photographers, videographers, designers and copywriters. Start from what you want to take home, and see the day rate that gets you there after costs, time off and 2026 to 2027 tax.

Where you pay tax
Your day rate
£325
a day, before VAT
Paid days a year132 of 220 working days
Take-home£32,000
Income tax (estimate)£5,251
Class 4 National Insurance£1,575
Business costs£4,000
You need to invoice a year£42,827

An estimate for a sole trader with no other income, using 2026 to 2027 rates from gov.uk. It leaves out pensions, student loans and other income. A limited company is taxed differently. Check with an accountant.

Why your day rate is higher than you think

The most common mistake is taking an old salary and dividing it by the working days in a year. A salary comes with paid holidays, sick pay, a pension, equipment and someone else finding the work. As a freelancer you pay for all of that yourself, and only some of your working days are paid.

The biggest lever is the paid share of your time. Editing you can’t bill, quotes, invoices, social posts and pitching all take days. If only around half of your working days are paid, your rate has to cover the other half.

Then check it against the market

This calculator tells you what you need, not what clients will pay. Rates vary a lot by discipline, experience, city and client size. Look at what freelancers like you publish on their own sites, ask peers, and check any guidance from your trade body. If the market pays less than you need, the fix is usually fewer, better clients, not cutting your rate.

Better clients usually come from pitching at the right moment, when a brand has a need and few people have asked. That is what the free pitch timing tool helps with, and what buying signals are about.

Usage is on top

For photographers and videographers, the day rate pays for your time. Where and how long the work is used is a separate fee. Many creatives under-charge by giving usage away. Put it in your quote and terms. More in how to pitch to brands.

Need more paid days?
BrandBnk shows you which UK brands are about to need creative work, and who to contact.

Questions

How do I work out my day rate as a freelancer in the UK?

Start from the take-home pay you want, add your yearly business costs and the income tax and National Insurance on your profit, then divide by the days you can actually bill in a year, after holidays, quiet weeks and unpaid admin and pitching time.

Why is my day rate so much higher than my old salary divided by 260?

Because a salary comes with paid holidays, sick pay, equipment and someone else finding the work. As a freelancer you pay for all of that yourself, and only some of your working days are paid.

Does the calculator include VAT?

No. If your turnover goes over £90,000 in 12 months you must register for VAT and add it to your invoices on top of your rate. The calculator warns you if your numbers get close.