Private label SaaS is software-as-a-service rebranded for resale under another company's brand. The terms private label and white-label are often used interchangeably in the SaaS industry, both referring to the same model: one company builds the software, another company sells it as their own.
In practice, “private label” and “white-label” describe the same SaaS reselling model with full rebranding. The distinction comes from retail consumer products, where private label originally meant a retailer’s own brand of grocery or consumer goods (e.g. Costco Kirkland Signature). Both terms now mean the same thing in software.
The underlying SaaS developer operates the software, infrastructure, and updates. The reselling company configures branding, sets retail pricing, and acquires customers. End customers see only the reseller’s brand on apps, dashboards, emails, and billing.
Resellers pay a platform fee plus wholesale per-customer rates. They charge customers retail prices and keep the margin. Typical SaaS markups run 3x to 10x wholesale costs.
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