Glossary
White-label software
White-label software is a product built by one company that other businesses rebrand and sell or use as their own, with their own name, logo and domain, while the original company maintains the technology underneath.
How does white-label software work?
A provider builds and runs the platform. Each partner gets a branded copy with their own logo, colours and domain, and offers it to their customers, who see the partner’s brand rather than the provider’s. The provider handles hosting, updates and fixes, while the partner focuses on sales and customer support.
White-label vs building your own
| White-label | Build your own | |
|---|---|---|
| Time to launch | Fast, because the product already exists | Slower, because it must be designed and built |
| Control | Limited to what the provider allows | Full control of features and roadmap |
| Differentiation | Competitors may sell the same product | Unique to you |
| Ongoing work | The provider maintains it | You or your developers maintain it |
Frequently asked questions
Is white-label software the same as SaaS?
Not exactly. SaaS describes how software is delivered: hosted and paid for by subscription. White-label describes branding: a white-label product is often SaaS, but sold under the reseller’s name.
What should I check before reselling a white-label product?
Check how much of the branding you control, who owns the customer data, what support the provider gives and what happens if the provider raises prices or shuts down. Get these points written into the contract.