Cyber security · Startups

does anyone have any experience/advice around white-labelling a software solution and rebranding as your own?

@grao.21 Young Entrepreneur trying to innovate/disrupt

May 19th, 2020

does anyone have any experience/advice around white-labeling a software solution and rebranding as your own?


I have a concept for a cybersecurity platform and I have found a similar solution that offer a white labeling service that I can sell into customers. Is this a viable business model and does anyone have any advice?

Peter V Creativity is my thunder

Last updated on May 19th, 2020

I've done white-labeling of software products and it does work really, really well.


As long as you can clearly define who your customer is and what's the value proposition and you can acquire new clients I don't see an issue. In the case of cybersecurity you don't even have to rebrand.


It may be better to keep the original brand because it brings credibility to your offering - cybersecurity solutions are sold based on trust and if your clients don't know you or they don't trust you it's not going to work even it's a good product.


For example would you rebrand PostgreSQL? Of course not - it's a proven database that's been working reliably for years and years - it's better to say that you are using it exactly because it's proven and reliable.


To be more precise there are large network equipment vendors on the market that are repackaging anti-virus engines of some of the top three antivirus labs and then they position them on the market as their own solution.


Personally, I as a customer can't and I don't trust them because every person who has knowledge in this field knows that there are only few real anti-virus labs out there. In this case rebranding I believe works against them. That may not be the case with your vendor though.


Rich Cleeve CEO of Codestream, helping startups build great products

May 20th, 2020

Agree with Peter's answer - probably more benefit to use their brand. We have built white label platforms, but they work when clients already have a large customer base, have built trust with them, and/or have a strong brand.

Curt Sahakian Attorney

Last updated on May 19th, 2020

Wrong question. Is it a viable business model for ____________________.


Without details of what your offering is and what you are adding to the white box/label, your question is not possible to answer.


"@grao.21 Young Entrepreneur trying to innovate/disrupt May 19th, 2020 does anyone have any experience/advice around white-labeling a software solution and rebranding as your own?
I have a concept for a cybersecurity platform and I have found a similar solution that offer a white labeling service that I can sell into customers. Is this a viable business model and does anyone have any advice? "


Christopher Berno Sr. Tech Ops Leader / Technical Co-founder

May 21st, 2020

If you're going after external $$ you need to add some kind of value above and beyond just a white lable deal otherwise you're just going to compete on price eventually. Also ,,, Make sure you really (x10) understand the reseller agreement in terms of SLA, covenants, etc etc .... I'd strongly suggest seeking business references as well as you're about to build your business on their back. This is a good time to pay out for the right legal advisor. Risky Stuff - but on the flip side it's a fast track into the marketplace ... Good Luck!