White-label software is software developed by one company and sold or offered by other companies under their own brand. The end customer sees the reseller's name, logo, colours and domain, not the name of the developer. The term comes from products in a plain white label that the seller adds their own brand to. White labelling lets companies offer a complete product to their customers quickly, without building it themselves.
How does white-label software work?
- One platform, many brands: the developer runs one platform, usually built with multi-tenancy, on which every partner has its own environment.
- Branding: logo, colours, fonts, email templates, a custom domain and sometimes branded mobile apps in the app stores under the partner's name.
- Configuration per partner: features, pricing, languages, user roles and integrations can differ per partner.
- Partner management: partners manage their own customers, and the developer handles hosting, updates and security.
Where white label is used
White label is common in many sectors: trading and fintech (brokers offering a white-label trading platform or client portal), energy (energy brands running on the systems of a licensed supplier), marketing agencies (reporting and SEO tools under the agency's brand), software resellers and apps (booking, loyalty or ordering apps offered to many businesses under their own name).
White label, private label and custom software
White-label products are usually offered to many resellers at once. Private label often means a product made exclusively for one seller. Custom software is built specifically for one organisation and its processes. For companies that want to sell software under their own brand, there are two routes: license an existing white-label platform, or have one built that you own yourself, so you can resell it to your own partners.
Points of attention
For resellers: check how far branding and configuration really go, who supports the end customers, what the SLA covers, who owns the customer data, and what happens if the provider stops or changes terms. For developers: build branding and configuration into the platform from the start, so a new partner is a matter of configuration rather than code. See our white-label software development, multi-tenant platforms and what is SaaS.
Frequently Asked Questions about White-Label Software
What does white label mean?
A product made by one company and sold by another under its own brand, without the original maker's name being visible to the end customer.
Is white labelling legal?
Yes. White labelling is a normal commercial arrangement, set out in a contract between the developer and the reseller, covering licences, branding, support and liability.
What is a white-label app?
An app built once and published under the name and branding of different companies, each in their own listing in the App Store and Google Play.
Can I build my own white-label platform?
Yes. If you have a strong product idea and want to sell it through partners, a platform with multi-tenancy, branding and partner management built in from the start lets you onboard new partners without development work.