In 11 years running my own agency, I've tried every white-label SaaS stack imaginable. The pitch is always the same: slap your logo on it, resell it at a markup, and build recurring revenue. But most platforms deliver a half-baked version of "white-label" — your logo on the login page, your vendor's name in every support email, and a mobile app that still says "Powered by [Tool]" in the App Store.
Real white-labeling means your clients never see the seams. Custom domain. Custom support email. Custom mobile app. Your brand in the client-facing dashboard, in transactional emails, in the browser tab. When a client searches for help and finds your vendor's branding instead of yours, you've lost control of the relationship.
Here's what I've found actually works — and what's worth the monthly fee.
What to Look for in White-Label Marketing Software
Before comparing platforms, align on what "white-label" actually needs to cover for your agency:
1. Branding depth — Logo swap is table stakes. You need custom domain (app.youragency.com), custom colors, custom transactional emails sent from your domain, and ideally a mobile app you can publish under your own App Store account.
2. Support quality under your brand — When your client submits a ticket, who answers? If the vendor's team responds with their company name, your brand takes the hit. The best platforms let you set a custom support email alias or handle tier-1 support through a client portal you control.
3. Reseller margin — What does the license actually cost vs. what can you realistically charge? Look for agency plans with volume pricing and SaaS-mode features that let you set your own client pricing tiers.
4. Client-facing dashboard — Clients need a clean, branded interface they can log into. A raw admin panel repainted with your logo is not a dashboard. Look for role-based access, white-label reporting, and embeddable widgets.
5. API and Zapier access — White-label SaaS should plug into your existing stack. API access lets you automate client onboarding, sync data with your CRM, and build custom workflows without manual setup.
Quick Comparison
| Platform | Agency Price/mo | White-Label Depth | Client Portals | Typical Net Margin |
|---|---|---|---|---|
| GoHighLevel (SaaS Mode) | $497 | ★★★★★ Full | ✅ Branded | 50–70% |
| GoHighLevel (Unlimited) | $297 | ★★★★☆ Strong | ✅ Branded | 40–60% |
| Vendasta | $500–$1,500+ | ★★★★☆ Strong | ✅ Branded | 30–50% |
| ActiveCampaign for Agencies | $174+ | ★★★☆☆ Partial | ⚠️ Limited | 20–35% |
| Simvoly | $149 | ★★★☆☆ Partial | ✅ Branded | 40–60% |
| Duda | $149–$399 | ★★★★☆ Strong | ✅ Branded | 30–50% |
| ClickFunnels (Funnel Hub) | $297 | ★★☆☆☆ Minimal | ❌ None | 15–25% |
1. GoHighLevel — Best Overall for Full-Stack Agency White-Labeling
GoHighLevel (often called "HighLevel" by its resellers) is the closest thing to a complete white-label operating system for a marketing agency. It covers CRM, email and SMS automation, funnel builder, booking calendar, reputation management, and — critically — a full SaaS mode that lets you resell sub-accounts at your own price points.
The math that makes it work:
With the Agency Unlimited plan at $297/month, you get unlimited sub-accounts and basic white-label. Add the SaaS Mode upgrade ($497/month total) and you can set custom pricing tiers for your clients, automate their billing through Stripe, and run the whole thing under your brand with zero GoHighLevel branding visible to clients.
My own setup: I run 14 active client sub-accounts billed at $197/month each. Revenue: $2,758/month. My GHL cost: $497/month. Net margin after Stripe fees: ~$2,200/month — 80% margin on a product I don't maintain or support at the infrastructure level. That's the model.
Tiers:
- Agency Starter: $97/month (1 sub-account, basic features)
- Agency Unlimited: $297/month (unlimited sub-accounts, white-label app)
- Agency Pro / SaaS Mode: $497/month (client billing, custom SaaS pricing, white-label mobile app submission)
White-label depth: Full. Custom domain for client login, custom transactional emails, branded mobile app (you submit it to App Store/Google Play under your developer account), custom support chat widget.
Pros:
- Replaces 7+ tools (CRM, email, SMS, funnels, calendar, reviews, chat)
- SaaS mode turns you into a software company
- Mobile app white-labeling is rare at this price point
- Active reseller community with done-for-you snapshots (pre-built funnels for local businesses)
Cons:
- Learning curve is steep — plan 2-4 weeks before onboarding first client
- UI is dense; not for clients who want simplicity
- SaaS mode requires the $497 plan to be worth it
Best for: Agencies with 5+ clients who want to replace their tool stack and build recurring SaaS revenue.
→ Try GoHighLevel Agency Plan — 14-day free trial
2. Vendasta — Best for Multi-Location and Local Business Agencies
Vendasta is built specifically for agencies selling to local businesses: restaurants, law firms, real estate agents, medical practices. The white-label depth is strong, and the marketplace of add-on products (reputation management, listings, social, ads reporting) means you can build a custom product bundle without building anything.
Pricing: Starts around $500/month for the Essentials plan, scaling to $1,500+/month for agencies with larger client bases. Not transparent — you'll need to request a quote for exact pricing at scale.
White-label depth: Strong. Custom domain, branded client dashboard ("Business App"), white-label fulfillment services (Vendasta's team does the work under your brand).
Pros:
- White-label fulfillment is a real differentiator — you can resell services, not just software
- Strong reputation management suite
- Built-in CRM for tracking your sales pipeline
Cons:
- Expensive entry point for smaller agencies
- Less flexibility if your clients aren't local businesses
- Pricing opacity is frustrating
Net margin: 30–50% after platform fees, depending on which products you resell.
Best for: Agencies specializing in local SEO, reputation management, and multi-location brands.
3. ActiveCampaign for Agencies — Best for Email-First Agencies
ActiveCampaign's agency program gives you discounted licenses, a dedicated account manager, and co-branded collateral. But "white-label" is a stretch — clients still see ActiveCampaign branding in the interface and transactional emails.
Pricing: Starts at ~$174/month for the agency tier (covers multiple client accounts under one billing).
White-label depth: Partial. You can use a custom sending domain, but the client-facing UI is unchanged ActiveCampaign. No custom mobile app, no branded login page.
Pros:
- Best-in-class automation builder — clients who see it often love it
- Strong deliverability (important for agencies billing on performance)
- Dedicated agency support and co-sell opportunities
Cons:
- Clients know they're on ActiveCampaign — not white-label in any meaningful sense
- No reseller margin structure — you're discounting, not reselling
- Doesn't consolidate your stack
Net margin: 20–35%, mostly from the service wrap around the tool (setup, strategy, deliverability consulting).
Best for: Agencies whose value is email strategy and deliverability, not platform ownership.
4. Simvoly — Best White-Label Funnel Builder on a Budget
Simvoly is a funnel and website builder with a proper white-label plan. For $149/month, you get a fully branded builder you can resell to clients as your own proprietary page-building tool. It's not as feature-rich as GHL's funnel builder, but it's a clean, fast tool that clients can actually use without training.
Pricing: White-label plan starts at $149/month.
White-label depth: Solid. Custom domain, custom logo, custom color scheme, branded client login. No mobile app white-labeling.
Pros:
- Clean, fast builder — lower client support burden
- Reasonable price point for smaller agencies
- e-commerce integration built in
Cons:
- No CRM, no email marketing — you'll need to stack other tools
- Limited automation compared to GHL
- Smaller reseller community = fewer done-for-you templates
Net margin: 40–60% if you're charging clients $97-197/month for branded access.
Best for: Agencies who need a white-label website/funnel builder only, not a full stack.
5. Duda — Best White-Label Website Builder for Design-Focused Agencies
Duda is the white-label website builder of choice for web design agencies and SaaS companies that need a builder to embed in their platform. The client management interface is polished, white-labeling is deep, and the template library is extensive.
Pricing: $149/month (basic agency) to $399/month (large team with custom features).
White-label depth: Strong. Custom domain, branded dashboard, client login portal, white-label email notifications, team permissions.
Pros:
- Best-in-class website builder UX — clients rarely need hand-holding
- Strong SEO and performance on published sites
- Multi-language support out of the box
Cons:
- Only covers websites — no CRM, no email automation, no funnels
- Per-site fees add up at scale
- Not a full agency operating system
Net margin: 30–50% depending on how you package hosting and maintenance.
Best for: Web design agencies who want a white-label builder to resell alongside ongoing maintenance retainers.
6. ClickFunnels (Funnel Hub Plan) — Not Really White-Label
ClickFunnels has an agency plan, but I'll be blunt: it's not a white-label solution. You can manage multiple client accounts, but clients still see ClickFunnels branding. There's no custom domain for client login, no branded interface, and no mobile app. You're getting a discount on licenses, not a reseller product.
Pricing: $297/month for the Funnel Hub plan.
White-label depth: Minimal. No branded client portal, no custom domain, ClickFunnels logo visible in client interface.
Pros:
- Strong funnel templates and community
- High brand recognition — some clients specifically want ClickFunnels
Cons:
- Not white-label in any meaningful sense
- More expensive than GoHighLevel for less functionality
- Clients are on ClickFunnels' platform, not yours — they can leave and take their account
Net margin: 15–25% at best, since you're discounting rather than reselling.
Best for: Agencies whose clients specifically request ClickFunnels, or who want to upsell from CF to GHL.
GoHighLevel vs. The Rest — Why It's the Default Choice for Most Agencies
I'm biased toward GoHighLevel, and I'll tell you exactly why: it's the only platform at this price point that lets you run a genuine software business, not just an agency that happens to resell a discounted tool.
The key difference is SaaS mode. With Vendasta, you're reselling Vendasta products. With ActiveCampaign's agency program, you're a discounted reseller. With GHL SaaS mode, you're a software company — your clients are on your platform, billed by you, supported through your branded interface. When a client churns, they leave your product. When they refer someone, they refer your brand.
For a typical agency with 10–15 clients:
| Scenario | Monthly Revenue | GHL Cost | Net |
|---|---|---|---|
| 10 clients × $97/mo (starter tier) | $970 | $297 | $673 |
| 10 clients × $197/mo (standard tier) | $1,970 | $297 | $1,673 |
| 10 clients × $297/mo (full suite) | $2,970 | $497 (SaaS) | $2,473 |
No other platform in this list gives you that math.
Is White-Label SaaS Right for Your Agency?
You should go white-label if:
- You have at least 5 clients who pay for tools directly and would consolidate under a single branded solution
- You want to build recurring revenue that's not dependent on new project work
- You're willing to invest 2–4 weeks setting up your branded environment and onboarding flows
- Your clients are in niches where GHL snapshots exist (local business, real estate, coaches, agencies)
You should wait if:
- You're below 5 clients — the overhead of managing a white-label platform isn't worth it yet
- Your clients are enterprise accounts with existing tool contracts and IT departments
- Your team doesn't have bandwidth to handle tier-1 support for a new platform
- You want white-label email specifically — ActiveCampaign's agency program is a better fit
FAQ
What margin can I make reselling GoHighLevel?
With the Agency Unlimited plan ($297/month), reselling 10 sub-accounts at $97/month gives you $970 in revenue and ~$673 net margin (roughly 69%). Upgrade to SaaS Mode ($497/month) and charge $197/month per client: 10 clients = $1,970 revenue, $1,473 net — 75% margin. The more clients you add, the better the math gets, since your GHL cost is fixed.
Do my clients know they're using GoHighLevel?
With the Agency Unlimited plan and basic white-label: no, if you've set up your custom domain and transactional email properly. With SaaS Mode and the white-label mobile app: completely invisible. I've had clients on my platform for 3 years who have never seen the GoHighLevel name.
What happens to my clients' data if I cancel GoHighLevel?
Your clients' data lives in GoHighLevel's infrastructure. If you cancel, you lose access. This is why client contracts matter — make sure your service agreement covers data portability and give clients reasonable notice before any platform changes. It's also a reason to export client data backups regularly.
