According to a survey by Statista in 2023, 75% of web and cloud-based businesses use white-label solutions.
White-label multi-service app solutions are a good choice for businesses looking to expand their service portfolios without internal development.
In this guide, we explore all main categories of tools you can white label and how they can help upscale your business’ outcomes. We will work hard to keep this guide updated to help you make the best decision!
Last Update: November 2023
White Label SaaS allows companies to sell software services under their own brand, rather than the software vendor's brand;
Benefits include increased revenue, customization, and control over the customer relationship without internal development resources;
Top providers offer solutions for artificial intelligence, marketing automation, email, social media, SEO, landing pages, CRM, ecommerce, and more;
When choosing a platform, conduct audits, vet vendors, consider marketing impact and flexibility, ensure ease of use and integration.
What is White Label SaaS?
White Label SaaS refers to software-as-a-service (SaaS) solutions that are developed by one company but rebranded and sold by other companies as their own product or service.
The reseller puts their own branding, logo, name, and pricing on the platform and customizes it to meet the needs of their target customer base.
The original software vendor handles the infrastructure, hosting, maintenance, and ongoing development in the background while enabling the reseller to deliver the software under their own brand. The end user may not even realize the software originates from a third party.
There are several key benefits to using white label SaaS solutions:
Increased revenue: Resellers can generate recurring revenue streams by selling the software services. There is potential for high profit margins since the reseller does not have to build the technology from scratch.
Brand control: The reseller maintains complete control over the brand identity and customer relationship. This allows for seamless integration with existing products and services.
Customization: Whitelabel solutions can be customized and configured to meet the specific needs of the reseller's target customers.
Accelerated time to market: By leveraging existing technology, resellers can launch new products and services faster than building from the ground up.
Reduced costs: No need for in-house developers or expensive hardware since the vendor handles maintenance, hosting, and updates.
Flexibility: Resellers can provide as much or as little customization, configuration, and support as they want.
White Label SaaS solutions are commonly used across many industries:
Agencies: Digital marketing agencies, web design firms, and IT consultancies use white label platforms to expand their service offerings.
Financial institutions: Banks, credit unions, and lenders provide white labeled tools to improve customer engagement.
Telecom providers: Mobile and internet providers offer add-on software services under their own brand.
Hardware manufacturers: Technology manufacturers bundle software tools with hardware to add value.
Franchises: Franchise owners operate localized versions of enterprise software.
Retailers: Stores offer customized inventory or order management systems.
Top White Label SaaS Providers
There are a wide variety of white label SaaS solutions available covering major software categories.
Since the ChatGPT revolution back in 2022, brands have been fighting an uphill battle to embed AI in their solutions. Agencies, in particular, are looking to increase productivity and inspire new service offerings.
Akkio stands as a comprehensive AI platform tailored for business enhancement. It offers extensive white-labeling options, allowing customers to seamlessly integrate and elevate their workflows with advanced machine learning technology.
Generative Business Intelligence: Generate graphs, find novel insights about your datasets, and present your findings to the company.
White Label Reporting: Brand reports generated by AI with your own logo.
500+ pre-built automations: Take advantage of pre-made workflows for welcome campaigns, lead nurturing, email sequences, and more. Saves time compared to building from scratch.
Email marketing and CRM: Design professional emails, segment contacts, and track engagement. Integrated CRM manages deals and pipelines.
Event tracking and attribution: Understand exactly which marketing efforts are driving conversions with closed-loop reporting. Optimize campaigns accordingly.
ActiveCampaign is an established marketing automation platform, and they allow account-label whitelabeling. However, they don’t disclose the pricing for the add-on, nor the specifics on how to purchase it.
Acquia (formerly Mautic)
Acquia provides marketing automation software that is customizable to your needs.
Open source and free - No license needed for the open source community version. Only pay for hosting and features as desired.
Lead scoring and campaign builder - Assign points for lead activities and build automated campaigns with customizable logic and triggers.
Customizable platform - Modify the platform as needed with available extensions or your own development. White label for reselling.
Acquia doesn’t disclose the full pricing for the white label suite. They acquired Mautic a few years ago, and now offer more email marketing features.
Ontraport offers an intuitive drag and drop editor to map out marketing campaigns and sequences.
Visual campaign builder: Easily map multi-step campaigns with a drag and drop workflow editor. Preview how contacts will move through.
Goal tracking: Set and monitor campaign goals for metrics like new leads generated, deals closed, or revenue.
Advanced segmentation: Send messages tailored to individual contacts based on any attributes like demographics, behaviors, purchase history etc.
Joining their Agency Partner program gives you access to white labeling features. They will also provide lots of templates and lead capture forms. The white-label add-on costs $3,497.
Email marketing platforms help create, send, and optimize campaigns across email channels. Key features include campaign builders, list management, segmentation, and analytics.
Brevo (formerly SendinBlue)
Brevo is an all-in-one email marketing, CRM and automation platform designed for small businesses. They usually target EU customers.
Unlimited contacts and emails: No limits on subscriber list size or monthly emails sent. Scales as your business grows.
Drag and drop builder: Easy drag and drop editor to create beautiful, responsive email campaigns quickly. Modern templates available.
SMS marketing: Send and track SMS messages alongside email campaigns.
Their old white label solution is being deprecated, moving to the new “Enterprise Account” plan. The plan includes advanced features that enhance security, like SSO and dedicated IP, plus features to manage sub-accounts and branding. No public pricing available.
Moosend offers email and SMS marketing with robust segmentation and conversion tracking.
Visual campaign builder: Build emails campaigns with a simple drag-and-drop editor and WYSIWYG interface.
A/B testing: Split test different email content, designs, subject lines, and send times to optimize performance.
Web push notifications: Engage subscribers with targeted browser push notifications.
Agencies can rely on Moosend to be their trusted partner in email delivery thanks to custom domains, dashboard branding, report branding, and more. The pricing isn’t apparent, but Moosend is typically on the cheaper end when compared to other platforms in the same industry.
CakeMail is an enterprise email marketing platform focused on automation and integrations.
Drip campaigns and autoresponders: Send automated welcome, nurture, and re-engagement campaigns based on time or user actions.
Integrations with CRMs: Seamlessly connect email campaigns with platforms like Salesforce, HubSpot, and Marketo.
Compliance and deliverability: Ensure CAN-SPAM compliance and maximize inbox placement with deliverability tools.
CakeMail offers a plan for resellers that includes full app rebranding, true white labeling, and custom tracking links. The platform is multilingual and can be customized by international teams. The pricing is available upon request.
Social Media Management
Social media management platforms enable streamlined control of social profiles and activities from one dashboard. Key features include scheduling, monitoring, analytics, and engagement.
SocialPilot provides optimization and automation for managing social media more efficiently.
Content scheduling and publishing: Schedule unlimited posts in advance and publish to multiple profiles simultaneously.
Hashtag and account tracking: Track important hashtags and brand mentions across networks.
Competitor monitoring: Keep tabs on competitors' social media activity.
SocialPilot offers all white labeling capabilities on their Agency+ subscription, priced at €200/m (approx. $215) or €170/m (approx $182) when paid annually.
Mention is a white label media monitoring and social media management tool here to help businesses listen, analyze, and react to key conversations about their brand.
Social media monitoring: Monitor brand mentions across social networks in real time with customizable alerts.
In-depth analytics: Track reach, engagement, sentiment, influencer impact, share of voice and more.
Engagement: Respond to social conversations and assign team members to handle inquiries.
You will need a “company” account to take advantage of most white label capabilities. Pricing is available upon request after an initial demo.
Sprout Social is a social media management and analytics platform for large brands.
Collaboration tools: CRM integration and team workflows for managing responses.
Comprehensive analytics: In-depth reporting on social media efforts and impact on business goals.
Social listening: Monitor mentions and track trends across the social web.
SproutSocial boasts a custom Agency Program, tailored to bigger digital marketing agencies. The base plans go as high as $499/m, so the white labeling partner program is likely a significant add-on. No public pricing available.
SEO platforms provide website audits, backlink analysis, rank tracking, and optimization recommendations. Key features include on-page optimization, link building, keyword tracking, and site audits.
SE Ranking offers comprehensive SEO tools for site audits, rank tracking, backlink analysis, and optimization.
On-page optimization: Analyze on-page elements including titles, headers, content, and site speed.
Backlink audits: See all backlinks pointing to your site and identify toxic or risky links.
Rank tracking for keywords: Track website rankings for target keywords in search engines.
Website crawler: Crawl sites to identify SEO issues and areas for improvement.
Keyword research: Find the best keywords and topics for your content
Their white labeling solution is part of the “Agency” add-on, sold separately for an extra $50/m. Given that their platform is already much cheaper than the competitors, it can be a good solution for smaller agencies.
SEO Powersuite is an integrated SEO platform combining rank tracking, site auditing, backlink analysis, and keyword research.
Rank Tracker: Track website ranking positions for target keywords across search engines. See ranking history and competitor comparisons.
SEO SpyGlass: See all backlinks pointing to a website and assess their value. Identify toxic links to disavow.
LinkAssistant: Analyze competitor link profiles and discover new link building opportunities.
Website Auditor: Scan sites for on-page SEO issues like meta tags, content, site speed, and technical errors.
Convrrt provides beautiful conversion-focused landing pages, and proclaims itself the landing page platform for SaaS Product Teams.
Hundreds of templates: Choose from many professionally designed templates for inspiration.
Lead capture forms: Insert forms to collect contact information from visitors.
Dynamic content: Personalize content for each visitor based on their location, company, interests etc.
Heatmaps and analytics: See where visitors click and view scroll heatmaps to optimize pages.
Starting from the “Growht Plan”, priced at $495/m, brands can remove Convrrt branding and go full white label. You will pay $1.60 per account overage. You can reduce that to zero with the Enterprise plan.
Reporting tools help visualize data through interactive dashboards with charts, graphs, and insights.
AgencyAnalytics offers custom reporting and analytics for digital marketing agencies.
Custom reporting: Build branded reports tailored to each client's unique needs and goals.
Client dashboards: Each client gets a dashboard to view campaign performance and results.
Campaign tracking: Track and showcase campaign-level results like rankings, traffic, and conversions.
Return on ad spend: Calculate the revenue earned from advertising channels like paid search and social.
The platform is popular amongst solo marketers and agencies alike. Pricing starts from $12 per account/m, with a minimum initial buy of 5 accounts. If you manage more than 5 clients, this might save you lots of time.
Klipfolio helps agencies connect data sources to build fully customizable dashboards.
100+ platform connections: Integrate data from popular marketing, sales, social media, web analytics, and other platforms.
Customizable dashboards: Build dashboards with the charts, graphs, and layout you need to communicate insights.
Automated reporting: Schedule reports to automatically run and send on a recurring basis.
Data sharing: Share dynamic dashboards and reports with clients and stakeholders.
Simvoly offers beautiful templates, funnel building, and built-in tools for engagement.
Beautiful templates: Professionally designed templates make site building visual and easy.
Easy customization: Easily modify colors, fonts, layouts, and add your own branding.
Built-in hosting: Sites are hosted on Simvoly's managed servers. No need for separate hosting.
Lead capture: Collect emails, phone numbers, and other info with forms.
Email marketing: Send updates and newsletters to website visitors.
All the white labeling features come in the $59/month plan, but you’ll pay a surcharge for each product you want to resell. For example, a minisite costs $3.25 on the base package but comes at $2.75 if you invest in the more expensive white labeling package. The pricing can be complicated, but the pricing page details all the options clearly.
Duda offers a powerful platform for creating high-converting websites with a focus on agencies and SaaS companies, streamlining web design and enhancing productivity.
SEO and Performance: Optimizes websites for search engines and speed right out of the box, with built-in SEO tools and a focus on Core Web Vitals.
Drag-and-Drop Editor: Intuitive no-code builder that enables quick and responsive website creation without needing developer expertise.
Team Collaboration: Centralized dashboard for team communication, content collection, design feedback, and client approvals.
Client Billing and Management: Features client billing capabilities directly within the platform, allowing for a branded and seamless financial process.
eCommerce platforms provide the tools to create and manage online stores at scale.
Ecwid provides a fast way to add eCommerce to any website or social media presence.
Multi-channel selling: Sell across your website, Facebook, Instagram, Pinterest, and more from one dashboard.
Mobile optimized: Beautiful responsive storefronts work seamlessly on any device.
Integrated payments: Securely accept payments from multiple gateways like Stripe, PayPal, Apple Pay.
Inventory and shipping: Sync inventory across channels. Print shipping labels and connect to carriers.
For less than $300 per year, Ecwids gets you your own brand of e-commerce that includes a white label store management tool, platform updates and maintenance, and priority technical support.
Magento offers robust eCommerce solutions suitable for enterprises and fast-growing merchants.
Open source and enterprise: Free open source Community edition, or paid on-premise and cloud options with more advanced capabilities.
Highly scalable: Built to handle high traffic, large catalogs, and complex store requirements.
Customizable: Extend functionality with the Magento Marketplace extensions or custom development.
Marketing and merchandising: SEO, promotions, personalization, and more built-in to help convert shoppers.
How to Choose the Right Platform
When evaluating which white label SaaS solution to use, there are several important factors to consider:
Conduct an Audit
Conduct an audit of your current technology stack and identify gaps where a whitelabel solution could add value. Analyze which business processes or software capabilities need improvement. This will help narrow down your search to the most relevant solutions.
Vet the Vendor
Vet the software vendor thoroughly to ensure they are reliable, reputable, and established. Review their customer testimonials, case studies, online reviews, and credentials. Make sure they have extensive experience offering white label solutions. Preferably, the vendor will have multiple successful examples of partner programs.
Consider Marketing Impact
Consider how the whitelabel solution will be marketed and positioned to your customers. The software should align strategically with your brand and target customer base. Make sure it solves a problem or addresses a need for your audience. The platform should complement existing solutions.
Look for Flexibility
Look for a vendor that provides flexibility in how the software is customized, configured, priced, and packaged. You may want to bundle it as part of a larger offering or sell it as a standalone solution. The pricing and plans should accommodate your business model.
Check Ease of Use
Demo the platform to check its usability and interface. A solution with a steep learning curve will be harder for your team to adopt and support. It should be intuitive for end users as well. Make sure the platform is accessible across devices and screen sizes.
The white label software should integrate seamlessly with your technology stack. API access is crucial for connecting the platform with other systems like CRM or marketing automation. This enables data sharing and a unified workflow.
White Label SaaS presents an excellent business opportunity to expand your product portfolio and increase recurring revenue. By leveraging a vendor's technology, you can deliver innovative software services under your own brand rapidly and cost-effectively.
If you want to expand your business into the emerging AI market, give Akkio a spin. It’s free for 14 days and can open up a world of new client opportunities with machine learning becoming more prominent in agencies all over the world. No credit card required!
Will my customers know it's white label?
If implemented correctly, customers may not realize the software is white label. It will appear as your own branded platform. The vendor remains behind the scenes. Make sure your agreement permits removing or replacing any vendor branding.
How can I add revenue?
Resellers generate revenue by packaging and pricing the platform for end customers. You can charge one-time setup or integration fees plus ongoing monthly or annual SaaS subscription fees. The profit margin comes from marking up the vendor wholesale rates.
What's the difference between white label and private label?
White label products are developed by one company but sold by other companies under their own brand.
Private label products are manufactured by one company but sold under another company's brand.
So white label refers to services or software while private label refers to physical products.