How deep the white labelling goes
A logo and colour swap is the surface. Below it sit a custom domain, set up with a CNAME record and a TLS certificate for your hostname; a login page under your brand, with single sign-on to your or your clients' identity provider; notification emails sent from your domain, which needs SPF, DKIM and DMARC records so they are not treated as spam; exports, file names, share links and PDFs free of the vendor's name; and help content, status pages and error messages that speak in your voice. The quickest test is to click through every screen, trigger every email and export every file type, looking for the vendor.
What white labelling cannot hide
White labelling governs the experience, not the legal supply chain. Your clients' data processing agreements must still list the vendor, and its model providers, as subprocessors. Security questionnaires will ask about the underlying infrastructure, and the honest answer names it. Provenance can point back too: C2PA Content Credentials identify whoever signs the manifest, so ask whose name appears in the credentials on exported files. Model providers' terms also flow down to end users through the vendor's contract. None of this weakens the commercial case; it means resellers should present the vendor as a disclosed subprocessor rather than a secret.
Multi-tenancy for clients and brands
Resellers and multi-brand groups need tenants: separate spaces with their own users, brand rules, assets and settings, isolated from one another at the data level rather than by folder permissions. Check that tenants can have different SSO connections and admins, that usage and audit logs are kept per tenant, and that a tenant can be exported or closed without touching the others. The reseller needs a level above that: creating tenants, seeing usage across them and supporting users without logging in as them. Synthetic White works this way, with each client in a separate workspace with its own brand hub, under the reseller's logo, colours, domain and login.
Resale pricing and the support model
White label pricing usually combines a platform fee with usage, and resale works only if usage is reported per client in enough detail to invoice and answer queries. Check minimum commitments, how price changes from model providers pass through, and whether you can set your own client prices and margins. Support needs a clear split: the reseller answers first-line questions under its own name, the vendor handles second-line technical issues, and escalation paths and response times are written down. Keep your client service levels inside the vendor's own, because a promise the vendor has not made to you is one you cannot keep.
Updated 25 September 2026