In This Guide
What white label actually covers
The term is used loosely, so it is worth being specific. In a client portal, white label normally means some combination of these.
- Your logo and colours on the portal the client logs into.
- Your name in place of the vendor name across the interface.
- Branded documents, so proposals, contracts and invoice PDFs carry your identity.
- Branded emails, so the notification a client receives looks like it came from you.
- Your own domain, so the portal lives at a URL you control.
Most products at the affordable end give you the first three. The last two are where the tiers separate.
The two things vendors rarely rebrand
Two details catch people out after they have bought.
The email sender address. Notifications often go out from the vendor domain, which is what stops a portal feeling like yours the moment a client checks their inbox. The fix is connecting your own mail server, which some products support and some do not.
The login domain. Serving the portal from your own domain needs DNS and certificate work, so many vendors either charge for it or do not offer it. Ask specifically.
The question to ask on the demo
What exactly does my client see in the From field of the email, and what is in the address bar when they log in? Everything else about white label is easier than these two.
Who needs it and who does not
White label earns its money when your client has clients of their own, or when you are the named agency of record. A marketing agency reporting to a brand looks amateur if the report carries somebody else logo.
It matters much less for a freelancer working directly with small businesses. Those clients generally do not care which invoicing tool you use, and paying extra for rebranding buys nothing.
What it costs
White labelling is usually a plan gate rather than an add-on. Expect it on the middle or top tier, which in this category means roughly $39 to $99 a month. Some products charge separately for a custom domain on top.
Compare that against what it replaces. Building a branded client area yourself is a development project with ongoing maintenance, and the second year costs as much as the first.
How AgencyKit does it
AgencyKit includes white labelling on the Agency Pro plan at $69 a month per account. That covers your name, logo and brand colour across the app and the client portal, plus branded proposal, contract and invoice PDFs, and a separate logo for the coloured PDF covers so it stays readable.
Email is the part most tools skip: you can connect your own SMTP, so notifications and broadcasts reach clients from your address rather than a vendor one.
Because pricing is per account, white labelling covers your whole team and every client without a per-seat multiplier.
Key Takeaways
- White label usually covers the portal, the app name and the documents
- The email sender address and the login domain are the two that often are not included
- It matters most when your client has clients, or when you are the agency of record
- Expect it on a middle or top tier, roughly $39 to $99 a month
- AgencyKit includes it on Agency Pro at $69 per account, with your own SMTP
Frequently Asked Questions
It is a client-facing portal that carries your agency branding instead of the software vendor. The client logs in to something with your logo, your colours and your name, signs contracts and pays invoices there, and never sees which product is running underneath. It is used most by agencies whose own clients expect them to be the provider.
Typically the portal interface, the product name shown to clients, and the PDF documents such as proposals, contracts and invoices. Two things are often excluded: the address emails are sent from, and the domain the portal is served on. Both are worth asking about explicitly, because they are the most visible to a client.
Usually it sits on a middle or upper plan rather than being sold separately, which in this category means around $39 to $99 a month. Some vendors charge again for a custom domain. AgencyKit includes white labelling on Agency Pro at $69 a month per account, covering the whole team and every client.
Only if your branding is part of what the client is buying. Agencies working for brands, and anyone acting as the agency of record, generally do. A freelancer working directly with small businesses generally does not, because those clients rarely care which tools sit behind the work.
With some products yes, by connecting your own mail server so notifications send from your address. This is the detail that decides whether a portal really feels like yours, since a client checking their inbox sees the sender before anything else. AgencyKit supports connecting your own SMTP for exactly this reason.
No. White labelling changes how the software looks to your clients while you remain the customer of the vendor. Reselling means you sell the software itself as your own product, usually under a separate agreement. Most agencies want the first: their brand on the client experience, without becoming a software vendor.
References
- AgencyKit client portal, contracts and invoicing (2026). agencykit.tech
- AgencyKit pricing, billed per account (2026). agencykit.tech
- AgencyKit white label for agencies (2026). agencykit.tech