Offer AI Website Building Under Your Brand 👉 Learn More →

White Label vs. SaaS Website Builders for Startups in 2025

on 13 Apr 2025, by Bogdan, in Blog, WordPress, Cloud, Guides

by Bogdan

If you want to know the difference between a white-label website builder vs a SaaS website builder, this guide will describe how these platforms compare and can benefit your startup this year.

Generally, website builders come in two forms: SaaS and white label. We’ll break down what each type of website builder is and when to use either platform. We’ll also discuss how these two platforms stack up in terms of customization, branding, pricing, scalability, some use cases, and other features.

Here’s what we’ll cover:

The definitions of each platform and how they work (with examples)
A side-by-side comparison of the key differences between SaaS website builders and white label builders
The pros and cons of each platform and when to use them (plus cost considerations)

Let’s start with the basics.

The basics: What is a white label website builder, and what is a SaaS website builder

Did you know some SaaS website builders can function as white label platforms? It depends on your business needs —whether you want full control and branding, or a hands-off, ready-to-use solution.

Today, white-label solutions are more accessible than ever, thanks to platforms like Brizy Cloud, which can function as either. Meanwhile, platforms like Shopify are strictly SaaS, offering a streamlined but fixed user experience.

So, what’s the difference, and which platform makes sense for your startup this year? Let’s break it down.

What is a white-label website builder?

A white-label website builder is a platform you can rebrand and offer as your own. Instead of using the provider's name and branding, you can replace the branded components with your logo, domain, brand colors, and pricing. Rebranding this way makes the platform look like a product you built yourself.

The white-label provider still supplies the core technology but stays in the background. From thered, it handles things like:

Hosting and infrastructure. Keeping the platform running smoothly.
Software updates and maintenance. Ensuring security and new features.
Technical support (in some cases). Providing backend assistance while you handle customer-facing support.

You can set your pricing and manage subscriptions if you’re looking to resell website-building services. Businesses also control customer accounts, including sign-ups, billing, and support.

Note: If you have strict security or data privacy requirements, platforms like Brizy Cloud, namely the Enterprise plan even allow you to host their platform on your servers to gain complete control over the hosting environment.

Who uses white-label website builders?

Businesses that want to offer website-building services without developing their own software commonly use white-label solutions. These include:

Web design agencies & freelancers who build and manage client websites under their brand.
Hosting companies that offer a built-in website builder alongside hosting services.

Marketing firms looking to provide website creation as part of a broader service package.
Entrepreneurs & SaaS businesses acting as resellers that want to launch their own website builder business without coding.

In short, a white-label builder lets you fully control branding and pricing while relying on a ready-made, fully managed platform.

What is a SaaS website builder?

SaaS is short for software as a service. That means you can access the website builder over the internet because it's a cloud-based platform. Users can sign up, pay a subscription fee, and build websites within the provider's system.

Here’s how the SaaS platforms compare to what white-label solutions offer.

How SaaS platforms differ from white label version

The website builder SaaS provider maintains full control over branding. You use their platform as-is. You can’t change branding elements like the name, design, or domain.

After subscribing to a paid plan, you can go ahead and select a pre-made template and use their drag-and-drop editor to modify the page. You’ll need to pay for custom domains and registration when you’re ready to launch your website too. Common examples include Wix, Shopify, and Squarespace. These platforms are strictly SaaS unlike Brizy, that can be used in both ways: as a SaaS website builder but also as a white label website builder.

It’s equally important to note that most SaaS platforms automatically handle hosting, security, and updates on your behalf. This is so you don’t need to manage any technical aspects yourself.

Who uses SaaS website builders?

SaaS website builders are great if you want an easy-to-use platform that works right away. Any of the following people can use it:

Small business owners, SaaS businesses or startups who want to build a professional website without hiring developers.
Freelancers or solopreneurs to create personal portfolios or business sites.

Ecommerce stores can use platforms like Shopify to create a streamlined online shop.
Non-technical users who want to get a website up and running without handling hosting or security.

Fun fact: When you choose a SaaS builder option, you’re essentially “the customer” paying for a ready-made service. The roles are reversed with the white label option. You become the provider reselling the core technology under your own brand.

Feature	White website builder	SaaS website builder
Delivery model	Often cloud-based (SaaS), but the focus is on branding. You resell the platform under your brand.	Cloud-based; You use the platform as a customer.
Branding	The builder is fully customizable. You can add your logo, domain, and colors.	Locked to the provider’s branding and domain.
Customization	The level of customization is advanced. This includes control over branding, pricing, customer experience/management, and hosting sometimes.	Customization is limited to themes and templates.
User experience	You manage users and decide their experience.	The provider controls the user experience.
Control over features & functionality	Some platforms like Brizy allow you to enable/disable features for your users. This is useful if you want to create tiered plans or specific offerings.	With SaaS, you have to work within what the provider offers. They decide which features are available and when.
Pricing	You set your own pricing/subscription plans and profit margins.	The provider sets the pricing, and you pay based on their plans.
Customer support & maintenance	You handle customer accounts and support. Some platforms let you host it on your infrastructure.	The provider manages everything including support, hosting, updates, and security.
Best for	Agencies, resellers, and SaaS businesses wanting to sell website-building services.	Small businesses, freelancers, and individuals who just need a website.

Now that we know the differences between these platforms, it’s also good to know the strengths and weaknesses of each builder as well.

Pros and cons of white label website builder

The following are the pros and cons of white-label website builders.

Pros of white-label website builders

Full branding control

With white label, you can replace the provider's branding with your own and resell it. Offering a website builder under your name positions your startup as a tech provider, not just a user. It builds your brand authority.

If you’re a startup, check out this guide on how to start a website builder reselling business with Brizy.

Set your own pricing and profit margins

Since you resell the platform, you decide how much to charge customers. You can create unique pricing models (e.g., bundled services, lifetime deals) that SaaS platforms can’t offer and profit.

Other benefits include:

Customer ownership. Your clients sign up with you, not the provider, so you own the customer relationship. Brizy allows you to connect to your in-house CRM so it's easy to manage customer relationships.
Scalable revenue model. You can earn recurring revenue from subscriptions and upsells with no extra development costs once you’re set up.
Flexibility to pivot. You can tailor your builder for niche markets like hosting, real estate, or restaurant sites instead of being stuck with a one-size-fits-all SaaS approach.

Cons of white label website builders

Here are some of the weaker parts of white label most people don’t know:

The platform is not always fully customizable. While branding is in your control, the core technology is still owned by the provider. This implies there are still some limits to how much you can change.

Potential learning curve. You’ll require some technical or business knowledge to maximize its potential.
More responsibility. You’re not just using the platform; you’re running a business with it. This means handling pricing, customer onboarding, and overall user experience on your own. Customer support falls on you too.

An exit strategy can be tough. If you ever want to switch platforms, migrating customers from a white-label system to a new one can be complex.
You need a clear go-to-market strategy. Reselling a website builder isn’t just about offering the tool - it requires a well-defined GTM plan to attract, convert, and retain customers effectively.

Let’s have a look at the pros and cons of SaaS website builder.

Pros of SaaS website builders

Again, SaaS website builders are great for people who just need a website without dealing with the technical or business side of things. They provide a plug-and-play experience, but customization is limited.

Ease of use (Quicker set up too)

No technical knowledge is needed for SaaS website builders. They are designed to be user-friendly. Simply sign up, select a template, and use the drag-and-drop editor to modify and build websites. This makes them accessible to individuals with little to no technical expertise.

Reduced technical burden

The provider handles all the technical aspects, including hosting, security, and software updates. Hence, low maintenance. This eliminates the need for users to manage servers or deal with complex coding.

Other pros include:

Customer support is provided. If something goes wrong, the SaaS provider takes care of it, not you.
Predictable pricing. Subscription-based plans with clear pricing make it easy to budget.
Great for individuals and small businesses. Perfect for those who need a website without extra complexity.

Cons of SaaS website builders

Here are some limitations of SaaS website builders:

Less control over features. You’re limited to what the provider offers, and they decide when updates roll out.

In addition, some SaaS platforms offer a set of pre-built features, which may not meet the specific business needs of all users. Plus, advanced functionality or unique requirements may be difficult or impossible to implement.

Platform lock-in. Your website only works within that specific SaaS ecosystem. You can’t take it and host it elsewhere.

So, when should you use a white label or SaaS website builder?

Choosing between SaaS and white label website builders for startups

The right platform for your startup depends on what you're trying to achieve.

Are you looking to resell websites and build a brand around it? Or, do you just need a simple website without the extra work?

When a white-label website builder makes sense

A white-label platform is ideal if you want to sell website-building services or offer custom website design services under your brand.

Let’s take a hosting provider, for example. Many customers who buy hosting also need to create a website. If the provider doesn't offer website building services, it would cost them business if their subscribed customer base go elsewhere just to create a site.

Why white labeling website building is important in this scenario

The provider can keep customers on their platform by adding a white label website builder to expand their service offerings. Now, users can register a domain, set up hosting, and build their website all in one place. Consequently, increasing customer retention increases revenue that would be lost to a competitor who offers a more complete package.

This model works well for startup agencies, freelancers, and tech companies looking to resell websites too. You can offer website-building as part of your services while keeping full control over branding and pricing.

When a SaaS website builder is a better choice

SaaS is a more practical option if your primary goal is to create an online presence for your business (or clients) rather than reselling website-building services to others.

These platforms are designed to be affordable, user-friendly, and ready to go right out of the box. You simply sign up, choose a plan, and start building websites for your business/clients.

Hosting
Daily backups and updates
Security, and more.

Generally, the SaaS option is ideal for small businesses, solopreneurs, and non-technical users who need a website without extra commitments.

White label vs SaaS website builders: Make your decision

Choosing between a white-label website builder and a SaaS website builder comes down to what you need and how much control you want.

White-label builders give you full branding control, pricing flexibility, and a business opportunity. However, they require more responsibility for customer support and platform management.

SaaS website builders are quick, easy to use, and low maintenance. This makes them ideal for startups that just need a website without the extra workload.

Before deciding, evaluate your business model, budget, and long-term goals. If you are looking to resell website services under your brand, go white label. SaaS builders work well for a startup that needs a website without extra commitments.

Ultimately, the choice depends on your objective. If you just need a professional, drag-and-drop website builder to prototype quickly, deliver client projects efficiently, or build your own site, a SaaS solution is often enough. But if you're looking to generate new revenue, create a customer hook, or improve retention by embedding a branded website builder into your offering, then white label is the strategic path forward.

Frequently Asked Questions

Which is better for a startup?

It depends on your startup’s goals. If you just need a website, a SaaS website builder is the better choice because it's easy, affordable, and low maintenance. If you want to resell websites under your brand, a white-label builder is the better option since it gives you full control over branding and pricing.

What are some of the best SaaS website builders?

Some of the most popular SaaS website builders include Shopify (for eCommerce), Wix, Squarespace, and Webflow. These platforms provide ready-to-use solutions with hosting, security, and built-in features.

What are some of the best White label website builders?

Some top white-label website builders include Brizy Cloud and Simvoly. These platforms let you rebrand the builder and resell website-building services under your own brand.

Not to mention, Brizy Cloud is also a SaaS builder. It only becomes a white-label platform if you choose the white-label pricing plan.

Is white labeling websites profitable?

Yes, but only if you have a clear business strategy. Since you control the pricing, profit margins are higher than SaaS platforms. White labeling is most profitable for agencies, freelancers, or businesses offering website services because it allows them to scale without building their own technology.

Article by Bogdan

Co-founder & Head of Design, Bogdan has a passion for everything that works great and looks awesome. Guilty for most of the UI and UX around this place, you can say "Hi" to him at bogdan at brizy dot io