White-Label SaaS: A Beginner’s Guide For Agencies & Entrepreneurs

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Are you a marketing agency or consultant and are curious about white-label SaaS?

With so many bumps in the road, economic downturns and spirals, it is crucial for marketing agencies and consultants to have the safety nets and launching pads technology and innovative growth opportunities provide. 

That’s why some marketers are smart enough to embrace SaaS products. 


Yep. SaaS products provide a new way to scale while also providing flexibility and security. Something small to medium-sized agencies desperately need in this crushingly competitive space. A recent survey shows that SaaS software has 97% of Gross Dollar Retention and 100% of Net Dollar Retention for companies with less than 1 million in Annual Recurring Revenue (ARR). 

Do we have your attention now? 

But Wait, Isn’t SaaS Time-Consuming & Expensive?

white label saas

 It can be a whole lot of both!

That’s why you should look into white-label SaaS software and/or white-label SaaS platforms like HighLevel, for example. It’s an unbranded “market-proven” SaaS product developed by a fast-growing, highly reputable company. 

You can customize the white-label SaaS platform to meet your needs and present it as your own to the end users under your brand! So your clients are buying “their” software, and “you” get all the credit. 

It’s a no-brainer.

Such products and SaaS tools are, therefore, a fantastic opportunity for agencies focused on client retention and increased revenue and looking to diversify their offerings. 

This post will start from scratch and walk you through the whole enchilada. We’ll explain white-labeling and showcase some available top white-label apps and services, including of course… HighLevel

How Do You Define White-Label SaaS?

white label saas for agencies

Software under a reseller’s brand is known as white-label SaaS. The reseller (a marketing agency in this case) adds its branding before offering the platform for sale as if it had created the platform itself. 

The kinda thing you used to do in grade school (well, maybe not you but a lot of us did) when you copy the super nerdy kid’s homework and turn it in as your own and get a blazingly good grade. Yea, that, but it is totally legit. In fact, the nerdy kid profits from the exchange. 

Sounds too good to be true, right? It is true… It’s wonderfully true. 

Examples of common white-label software include SaaS products like:

  • Web and app design tools
  • Marketing solutions for lead generation 
  • Reporting and analytics
  • And more

White-label SaaS is generally less expensive for resellers because they don’t have to invest time and money into developing the program. It comes as a subscription service with the rights to use and alter the frontend components at will. 

HighLevel’s white-label SaaS platform comes with its own SaaS configurator that allows you to set your settings, including rebilling prices for things like text and email. 

How Do White-Label Services Work in General?

saas software

Let’s take the example of a full-service digital marketing business. You may perform tasks on your own while outsourcing part of the marketing services. That’s where white-label marketing services come into play.

It happens when another production company, agency, or freelancer performs some of your duties, including:

  • link building;
  • content creation;
  • designing emails, landing pages, websites, etc. 

Nevertheless, you sell the results of this work under your branding. To illustrate our point, imagine being a Magento website development agency. You design and code websites on this eCommerce platform or enhance eCommerce filters UX, but your clients also want to optimize the store for search engines. You may partner with dedicated specialists and provide these services to the existing clients under your name.

What Are Some Examples Of White-Label SaaS Services?

white label saas services

White-label SaaS allows agencies to fulfill specific requests or offer clients more services. Or you may focus on offering white-label SaaS to customers without doing anything else.

1. Email Marketing

Why may you want to offer email marketing SaaS? Email marketing is still one of the most successful marketing strategies, so dedicated tools will be lucrative for many customers. It will let them manage their communication and track performance. White-label email marketing products like SendinBlue, Moosend, ActiveCampaign and others enable you to do the following tasks:

  • create unique dashboards;
  • launch triggered email nurture streams;
  • set up automated campaigns using your logo, etc.

HighLevel also offers the capability to run email campaigns and set up automations as well as many other services all under their white-label SaaS platform.

2. SEO and SEM Management

Do you lack time to offer SEO services to customers? Consider a white-label SEO partner like The HOTH  to earn revenue and broaden your client base. Such software like SEO Reseller can provide Google trends, Keywords, and other APIs, encompassing everything, such as;

  • website audit and reports;
  • keyword analysis;
  • on-page optimization;
  • organic link-building;
  • lead tracking, and so on.

3. Social Media Management

Social media management is one of the most time-consuming as you need to create posts tailored to every platform and multiple channels, helping you remain consistent and generate content regularly. White-label SaaS platforms for social media include SocialPilot, Mention, and many more and lets you sell the platform with the following capabilities:

  • creating and planning posts;
  • uniting several platforms to get a full picture of your audience;
  • measuring the number of likes, comments, shares, and direct messages and their sentiment;
  • tracking communication success.

As a result, you get functioning software with your brand colors to offer to end users.

4. Landing Page Building

Landing pages are crucial for running successful digital marketing services, being the doorway for offers and new leads. So you may need to include a simple landing page/funnel builder in your toolkit. A white-label landing page builder connects to your own SaaS application or service and adjusts to your needs, such as:

  • branding it with your domains;
  • making a unique login page;
  • sending personalized emails, and so on. 

HighLevel includes white-label website and funnel builders along with an extensive marketplace with tailored website services that you can resell to your clients. 

5. Event Management

White-label event management software is another helpful tool for agencies and event planners. Some of the top names are Accelevents, EventsX, Eventzilla, etc. Here is what you can achieve with this software:

  • create custom event websites, registration forms, virtual worlds, and mobile apps;
  • ensure a cohesive attendee experience;
  • maintain the brand identity;
  • manage events from registration to attendee engagement, sponsorship, and communication.

And with HighLevel, the list of white-label services continues to grow!

Advantages of White-Label SaaS

white label saas tools

Everybody benefits from using white-label SaaS! 

The developer gains new clients for a product it has previously produced. 

The marketing agency expands the range of services it can provide to customers, and the client enjoys all the advantages of the software. 

Let’s look at other benefits of joining the SaaS market based on the HighLevel white-label SaaS using HighLevel as an example.

1. Saving Time and Money

Creating a solution from scratch costs a lot of time, money, and resources. You need to plan, develop, test, and maintain complex software. Suppose you start a company and consider building a solution in-house. How can you search for specialists, employ recent technologies, and acquire new customers without exceeding the budget? There is a high chance that the effort will become a burden for the growing agency.

However, it’s not the case with white-label SaaS. If you can’t afford to spend money and time, you may want to opt for white-label solutions. Look at HighLevel as an illustration. HighLevel SaaS mode lets agencies lower their and their clients’ overhead technology costs and contribute to the organization’s profits.

Various industry-specific snapshots, email and social media templates, pre-built recipes, and automation make launching an agency much quicker than starting from scratch. It also applies to existing business owners.

Agencies can make money from extra services they might otherwise avoid by using Done-For-You (DFY) social media and email templates. You can now give your clients a functional system without managing challenging integration networks. The number of technologies to maintain also drops, allowing you not to increase technical staff.

2. Providing Quality Products

HighLevel’s White-label SaaS software has been successfully introduced to the market and adopted by numerous companies. Thus, it has been tried and tested as a solution, indicating a certain level of quality. Its developers constantly eliminate bugs and enhance the tools to meet the highest standards possible based on internal expertise and outside user inputs.

And that’s a continuous process. The system will add new features as customers leave feedback, complaints, and suggestions to offer the most cutting-edge technology. Agency owners may rest easy knowing they always receive the best-of-the-best thanks to HighLevel ongoing software updates and improvements. Having concentrated the marketing toolkit under one roof and constantly developing its capabilities.

Watch as HighLevel Cofounder and CEO Shaun Clark explains…

3. Growing Faster

HighLevel’s White-label SaaS is a ready product that you can sell without additional coding. Onboarding new clients takes minutes instead of hours and even days. 

HighLevel has all the features and tools under one roof. Agency owners don’t have to switch back and forth between various solutions and connect them with one another. They also don’t have to deal with multiple service providers and their customer support in the event of complications. 

Customers seek such integration in the same way as agency owners. From a cost and convenience perspective, people will more likely choose operations concentrated in one location than distributed ones. This simplicity in managing the software leads to faster scalability and higher chances of converting leads into customers.

4. Customizing the Product for Every Customer

What makes white-label software unique? Its secret is the ability to “make it your own.” At HighLevel, they have a saying. “It’s not about our logo; it’s about yours.” 

The agency can make the app an effective customer touchpoint by modifying it to reflect their agency name, logo, branding colors, and general visual identity. When the end user opens and uses the product, they associate the brand name with a trustworthy and reputable tool. Thus, white-label software is helpful in the following ways:

  • building trust;
  • supporting your company’s reputation;
  • creating favorable brand associations;
  • raising visibility and recognition.

It’s a win-win.

5. Constant Support from the Software Developer’s Team

HighLevel comes with the advantage of developers’ support and knowledge and training specialist. 

A team of highly-skilled professionals works around the clock to keep the product up-to-date and secure. For example, they release new security patches and search for system vulnerabilities. All these strategies make the tool more resilient in the face of cyberattacks. 

While security audits can be expensive and time-consuming to execute internally, developers may do it for you. Plus, you can count on the vendor support staff to find speedy and effective solutions to any technical problems.

HighLevel provides agency owners with access to learning materials and a network of successful marketers. There’ll be no need to search elsewhere for advice and suggestions on how to grow the company. HL’s resources help grow professionally and save money on hiring dedicated personnel or outsourcing. Additionally, HL’s rapidly expanding SaaSPRENEUR community always shares information and positive energy to assist fellow HighLevelers in developing and succeeding.

Possible Roadblocks to White-Label SaaS

white label saas product

With all the advantages of white-label SaaS, there are some issues to consider. Below we’ll analyze other difficulties with embracing white labeling.

1. Inability to Track Crucial Metrics

Monitoring critical metrics and performance indicators let you know the business’s state of affairs. If something requires improvement, you can step in and optimize it. For example, you notice a high churn rate. You may improve customer service or introduce a loyalty program to retain clients.

For this purpose, you need reliable and accurate reporting from the white-label software provider. So make sure your branded and functional product supports metric tracking and rollup reporting to collect data and give you what you need to address problems before customers even notice.

2. The Complexity of Developing a Pricing Strategy

Another issue with white-label SaaS is its price. How much should you charge customers to ensure a solid return on investment and revenue? You need to research the market to find a suitable price for covering your expenses on subscription without exceeding the average cost.

However, this process becomes intimidating due to the lack of information about the product. You simply don’t know how much effort and time the tool took. Thus, the inability to evaluate the software may threaten your revenue.

Recognizing the complexity of packaging and pricing your SaaS product to scale, HighLevel has a robust education and training division that releases webinars, workshops and masterminds by some of the most successful SaaSPRENEURS to help you make those decisions. 

There is also a rapidly growing HighLevel Facebook community that you can join and get the answers you need right away. 

3. Problems with Encouraging Clients to Buy the Product

The third problem revolves around choosing the right and resellable software. It means you should invest in a product that converts into profit and works in the real world (market-proven). 

As people may test numerous solutions for free, you need to market outstanding and valuable products. Aside from that, establishing trust with the client and being open can also help greatly.

Steps to Successfully Choosing Your White-Label SaaS Product

white label saas features

So, you’ve decided to get your white-label SaaS. What’s next? In this section, we’ll go over several steps on your path toward selecting and selling such software as a marketing agency or consultant.

1. Research the White-Label SaaS Market

The first step towards acquiring your own white-label SaaS platform is market research. You need to determine the product to sell and the companies providing these solutions.

Ask specific questions related to your customer’s needs:

  • Is the pricing competitive?
  • Does the product include a branded mobile app?
  • How is their customer support?
  • Will you receive onboarding assistance?
  • Do they offer an affiliate program?

Successful white-label SaaS solutions have sought to cover every inch of the product landscape and advanced features to ensure their customers don’t have to deal with unnecessary roadblocks.

2. Run the Free Version and Pay for the Subscription

Test the product before paying the total sum. You need to understand the software’s usability, mobile-friendliness, analytics, and other aspects to present it under your name. So opt for a free version, a freemium model, or a moderate amount of money to check the product value. 

HighLevel offers a free 14-day trial, so you can test drive all of its features and assess profitability!

highlevel white label saas

Once you’re satisfied with the tool, pay the licensing fees. White-label vendors usually employ a subscription-based model, where you need to pay a monthly subscription or yearly with annual plan incentive discounts.

3. Apply Your Own Design and Sell to Customers

The final step is to optimize the product to your company’s requirements. 

The fun part!

Apply the necessary brand logo, colors, and fonts to reflect your brand once you’ve agreed upon the conditions with your supplier and paid the license fees. 

After completing the task, make the tool work for you, be it generating leads, earning money, or building relationships with your clients.

white label platform


White-label SaaS presents numerous benefits for marketing agencies and consultants. So there is no surprise why it’s gaining popularity. Here is an incomplete list of white-label SaaS pros: 

  • saving and making money;
  • the ability to focus on the tasks that you’re the most proficient at;
  • jumping into the industry faster;
  • satisfying existing customers with additional services.

It doesn’t matter what goals you strive to achieve: to increase your revenue or stay current in the rapidly evolving digital market. White-label SaaS software and services are fruitful business possibilities for you to consider.

Our Guest Co-Contributor:

Art Malkovich is CEO and co-founder at Onilab, a development company focused on eCommerce. He has unique knowledge and comprehensive experience in online store development and project management. Aspiration to keep the company on the top of the market encourages Art to constantly research the spheres of headless commerce and PWA, UX/UI design and m-commerce, Saas, and B2B in general.

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