Introduction If you’re building a HighLevel white-label agency, one of the biggest attractions is being able to present the platform as your own. It’s more than just sticking a logo in the corner — it’s about delivering a seamless, fully branded experience that gives your clients confidence in your service. In this post, we’ll explore just how much you can customise and white-label HighLevel to match your agency’s identity.
What Does White-Labeling Mean with HighLevel? When we talk about white-labelling in this context, we mean rebranding the entire platform so that it looks, feels, and behaves like a proprietary system built by your agency. HighLevel allows you to do exactly that, making it possible to deliver a fully branded SaaS experience under your own name.
This isn’t just about vanity. Offering a white-labelled platform builds trust, boosts perceived value, and helps differentiate you from other agencies offering similar services.
Core Branding Opportunities on HighLevel Here’s a breakdown of the core areas where you can apply your agency’s brand:
- Custom domain — Replace the default HighLevel domain with your own. Instead of sending clients to app.gohighlevel.com, you might use something like app.youragency.co.uk.
- Login page — Customise the login screen with your logo, welcome message, and background imagery.
- Platform interface — Add your agency colours and branding throughout the dashboard to ensure consistency.
- Branded communications — Configure your own email sending domains and SMS numbers so all client communication comes from you, not HighLevel.
Mobile App White-Labelling If you’re on the SaaS Pro plan, you can even white-label the HighLevel mobile app. This means:
- Your logo, app name, and colour scheme.
- Listed in the Apple App Store and Google Play Store under your agency name.
- Clients can download and use “your” app, strengthening your brand perception even further.
The mobile app white-labelling process does take a bit of setup and additional cost, including developer accounts and some technical steps, but the result is a fully branded mobile experience that’s hard to beat.
White-Label vs Grey-Label: Understanding the Difference When you don’t fully white-label your mobile app or Zapier integration, you and your clients will be using the default LeadConnector branding. This is known as the “grey-label” version. While it’s still functional, it’s clearly not your own brand.
With a fully branded version:
- Your mobile app has your name and icon in the app stores.
- Zapier shows your agency name instead of LeadConnector.
- Your clients experience a seamless brand from web to mobile to automation.
Custom Client Portal Experience Once clients are logged in, you can customise what they see and how they interact with the platform:
- Custom navigation and menus to focus on the features you want to promote.
- Branded onboarding experiences using videos, checklists, or embedded tutorials.
- Templates and snapshots designed specifically for your niche.
- Embed your own support resources, chat widgets, or links to your agency’s knowledge base.
Beyond Visuals: Customising the Experience White-labelling isn’t just about how things look. With HighLevel, you can build out workflows, campaigns, and automations that reflect your agency’s process and values. Create custom menus, rename tools to suit your service offering, and use workflows that guide your clients through your proven systems.
Watch Out: Tech Support Considerations As a white label agency it is your responsibility to provide tech support for your clients. There are two routes you can take to supply this.
Option 1. Completely branded as your support. You build your own in-house tech support team which requires hiring and training staff. And don’t forget clients will expect training and support videos and documentation, this will require creating and importantly updating – almost on a daily basis as the software is updated. This is a significant undertaking.
Option 2. Outsourced tech support. If you use a third-party onboarding or support company, like Extendly, it’s worth noting that their tech support is not fully white-labelled. While the platform and interface may carry your agency brand, the support experience your clients receive will often reference MyCRM or another generic name — not your agency. This can sometimes lead to confusion or a slight mismatch in the client experience. If you’re striving for a totally white-labelled experience, it’s probably worth going with Option 1.
Common Mistakes to Avoid
- Forgetting to change the favicon or footer links, which can still show HighLevel branding.
- Inconsistent naming across your materials and domains.
- Not testing the full user experience from the client side.
These small gaps can undermine the white-label effect, so it’s worth doing a full audit of the platform.
Why It Matters: Client Perception and Positioning The more seamless your branding, the more likely clients are to perceive your service as premium and proprietary. This makes it easier to charge higher retainers, builds client loyalty, and positions you as more than just another marketing agency — you become a platform.
Clients who believe they’re using “your software” are less likely to look elsewhere or compare you directly to competitors. That alone is worth the effort of a thorough white-labelling setup.
How to Get Started (or Optimise What You Have) If you’re just getting going, here are some quick wins:
- Set up your custom domain.
- Upload your logos and colour scheme.
- Customise your login screen.
- Configure your email and SMS sender profiles.
Already up and running? Do a white-label audit: walk through the entire client journey and note any areas where HighLevel branding still shows.
If you’re ready to start building your own HighLevel agency, you can sign up here.
Need expert guidance? Book a Discovery Call with Julian and let’s make your white-labelled agency vision a reality.
Final Thoughts HighLevel gives you serious power when it comes to white-labelling. Done well, it can completely transform how clients perceive your agency. If you want to charge more, retain clients longer, and build a platform-based business, start by making sure your branding runs all the way through.
