White Label CRMs: How to Choose the Right One

A white-label CRM is one of the easiest ways to improve customer relationships and boost your profit margins. Agencies and consultants use them to retain clients and create new recurring revenue streams. Software companies use them to add CRM functionality without the cost or time of building their own. Even franchises and service providers use white-label CRMs to deliver branded, centralized systems for their teams or customers.

But with so many options on the market, choosing the right platform can be overwhelming. That’s where we come in.

We've tested and analyzed dozens of white-label CRMs. In this guide, we’ll share our top picks and explain how to choose the right one for your business.

What Is a White Label CRM?

A white label CRM is a customer relationship management (CRM) platform that's developed by a software company and then licensed and resold by a service provider as their own software. With a white label CRM, a software company develops the CRM with standard features. Then another company, like a marketing agency, customizes, rebrands, and resells it to their own customers.

Many agencies or consultants use this model to add more value to their services without increasing overhead. Developing software is time-consuming and very expensive. Since the developer manages software updates and functionality, the agency can stay focused on client relationships. SaaS companies also use white label CRMs to bundle CRM functionality with the core product but without building a CRM from scratch.

White Label CRM vs. Traditional CRM

If you aren’t sure if a white label CRM is right for you, take a look at this comparison chart. It’ll help explain how a white label CRM differs from a traditional CRM in a number of key areas.

When a White Label CRM Makes Sense

The choice to use a white label CRM depends on your business model. It can make sense in any situation where you want to offer a fully-branded CRM solution without developing software from scratch.

Here are some common scenarios when a white label CRM makes sense:

• Agencies Wanting to Create Recurring SaaS Revenue: Agencies and other service providers can add a CRM as part of their offerings without developing software in-house. It helps with client retention because your agency controls both the strategy and the technology.
• Consultants Needing a Client Portal: A white label CRM helps consultants or coaches manage client relationships while reinforcing their personal brand. Instead of relying on spreadsheets or third-party tools with someone else’s logo, they can offer clients a branded platform that feels like part of their service.
• Niche SaaS Startups Serving a Vertical: A white-label CRM can provide SaaS startups with base CRM functionality, but without the cost and time required for in-house development. It allows these businesses to focus their time on developing the core product while using the white-label CRM to manage standard sales and marketing functions.

5 White Label CRM Systems and What They Offer

A white label CRM makes it easy for agencies, consultants, and even SaaS providers to launch their own branded CRM system. But not all CRMs are the same; some are built for specific industry verticals or capabilities, while others are built to be simple and affordable.

Here’s a rundown of our favorites, followed by our detailed overview of each one.

1. Complete CRM: Best Turnkey Solution

Complete CRM offers agencies and resellers a fully rebrandable, all-in-one platform that combines sales, marketing, and operations in one system. This makes it attractive for those who want to provide clients with a comprehensive solution under their own brand without having to integrate separate tools.

It also supports sub-accounts, allowing agencies to manage multiple clients separately while maintaining full control. The platform provides strong training, onboarding resources, and ongoing support.

2. EZ-ContactManager: Best Affordable CRM

EZ-ContactManager provides a simple, affordable, and fully rebrandable CRM. But despite its simplicity, it includes all the essential CRM features, such as contact management, email campaigns, call tracking, and CRM dashboards. Its transparent pricing and low entry cost make it especially appealing for businesses looking to provide a branded CRM solution without the complexity or expense that comes with larger platforms.

3. GoHighLevel: Best for SaaS

GoHighLevel is a fully white-label CRM platform designed for agencies and resellers. It offers unlimited sub-accounts, making it ideal for managing multiple clients under one umbrella. The platform includes a comprehensive suite of tools for small businesses, from website and funnel builders to forms, surveys, sales pipelines, and invoicing. Its “SaaS mode” makes it possible to rebrand the platform, create custom pricing plans, and manage client subscriptions entirely under your brand. With its broad feature set, GoHighLevel provides many of the core building blocks of a SaaS business, reducing the need for multiple separate tools.

4. SuiteCRM: Best Open Source CRM

SuiteCRM is a fully white label CRM that's open source and highly customizable. It allows businesses to access and modify the source code, giving them complete control over customization without being locked into vendor limitations.

Its cross-platform compatibility ensures that it can be deployed on various operating systems to accommodate diverse IT infrastructures. SuiteCRM is widely praised for its strong community and developer ecosystem. This is a good option for anyone seeking a flexible, open-source CRM solution.

5. OroCommerce CRM: Best for B2B Ecommerce

OroCommerce CRM is another open source CRM, but it’s aimed specifically at ecommerce companies. Resellers can rebrand the interface, modify modules, and integrate with existing systems such as ecommerce platforms, ERP software, and marketing tools. Since it’s built on the Symfony PHP framework, developers can easily extend its functionality and create unique customer management solutions. Overall, OroCommerce CRM is a strong fit for B2B ecommerce companies that need a robust, scalable CRM without building from scratch.

5 Traditional CRMs with White Label Features

White label CRMs are a great way for agencies and consultants to add value to their services. What if you aren’t ready to invest in a full white label CRM? In this case, a good alternative can be CRMs that offer some white label features.

Many popular CRMs come with white label features like custom logos, colors, and domains, but without the technical and financial overhead of managing the entire platform yourself. While there are limitations in terms of branding, functionality, and user experience, you can avoid the heavy development costs of going fully white label.

You can try some of the following options to get started:

HubSpot

HubSpot’s Partner Program allows agencies to resell and manage accounts for clients under their own brand to a limited degree. This is a great option for agencies and consultants that want to leverage HubSpot’s tools to deliver enterprise-level functionality without building a CRM from scratch.

Salesforce

Salesforce offers enterprise-grade security for resellers who require high levels of trust and compliance over full white label control. This is a good option if you prefer to operate within the Salesforce ecosystem.

Zoho CRM

Zoho’s developer tools and partner programs allow you to create industry-specific CRM versions through tailored workflows, reports, and user interfaces. But while it’s still a practical choice for a semi-customizable CRM, it may be better suited for internal customization rather than full-scale white labeling.

Pipedrive

Pipedrive is less complex than HubSpot and Salesforce, which makes it a good choice for anyone seeking a user-friendly CRM that can adapt to unique sales processes. It's particularly useful for businesses that prioritize sales efficiency and brand consistency.

ActiveCampaign

Through ActiveCampaign's white label capabilities, agencies can customize logos, colors, domains, landing pages, and other visual elements. The platform also supports CSS and template overrides, providing additional customization options. Agencies specializing in email marketing, lead generation, or sales enablement can leverage ActiveCampaign's automation tools to enhance client offerings.

What to Look for in White Label CRM Software

Choosing a good white label CRM means balancing the software’s capabilities with your business needs. If you’re aiming to build a sustainable, branded SaaS offering, you need to consider the following elements:

Branding

The primary goal of a white label CRM is to present the software as your own product to customers. A CRM that allows full customization of logos, colors, domains, and user interface elements ensures that your brand is front and center. It also helps create a consistent customer experience and improve your perceived value.

Pricing and Revenue Model

A CRM with flexible pricing allows you to mark up, bundle, or package features in a way that aligns with your business model. Transparent and predictable costs also help you avoid unexpected expenses and offer competitive pricing to clients. Additionally, some CRMs include partner or referral programs that provide recurring revenue opportunities. This makes the financial structure a key factor in evaluating the long-term viability of your white label offering.

Features and Functionality

White label CRMs need to have the right features and functionality in place to be effective. A good CRM should include essential tools like contact and lead management, sales pipelines, marketing automation, analytics, and integrations with other business systems. The more versatile and customizable these features are, the better you can tailor the CRM to different industries or clients.

Support and Responsibility

Even though the underlying platform is built by another company, your clients will rely on you for assistance. A CRM with strong partner support will allow you to resolve issues quickly and maintain client trust. Additionally, understanding the division of responsibility (what the CRM provider handles versus what falls on you) prevents misunderstandings and ensures smooth operations.

Growth Potential

You need to consider how well the platform can scale with your business and your clients’ needs. A CRM with flexible features, modular add-ons, and scalable infrastructure allows you to grow and scale without switching platforms. The right CRM should also help you increase revenue through upsells, additional licenses, or advanced functionality.

Vendor Reputation

Partnering with a respected vendor can influence how customers perceive your offer by making your business look more credible. It can also improve the quality of your product by reducing the risk of downtime, data breaches, or service issues. A strong vendor reputation also makes it easier to sell, onboard, and retain customers.

Final Thoughts

A white label CRM can save you significant time, money, and development effort while letting you focus on customer relationships. It can also create new revenue streams through subscriptions and help improve client retention. Overall, it can be a smart move for agencies, consultants, and SaaS providers alike.

In case you're not ready to fully commit to a white label solution, you should consider a standard CRM with white label features. Our Finder Tool makes it easy to compare CRM software by finding most of the answers for you. All you have to do is answer a few key questions, and the Finder Tool will quickly provide a recommendation specific to your needs.