White label backup software is a backup platform built and hosted by one company, but sold entirely under another company's brand. The provider runs the servers, storage, and software development; the reseller — usually an MSP, VAR, or IT consultancy — puts their own name, logo, and domain on every surface the customer sees. To the end customer, the reseller is the backup company.
How white label backup actually works
Under the hood, a white label platform is multi-tenant: one hosted system serves many reseller brands, each walled off with its own users, storage quotas, and branding. When you sign up as a reseller, you typically get:
- A branded desktop/server agent — your logo on the installer and splash screen
- A branded web control panel on your own domain
- Status e-mails and reports sent from your mail servers
- An admin panel where you create customers and allocate storage
- Wholesale storage pricing you mark up however you like
The provider handles the unglamorous parts: data center operations, storage redundancy, software updates, and platform security. You handle the customer relationship and keep the margin. Our How It Works page walks through the setup process step by step.
White label vs. reselling a retail product
Plenty of MSPs resell retail backup products — the kind where the vendor's name is on the login page and the invoice line item. That's reselling, not white labeling. The difference matters for two reasons. First, brand equity: every backup report a retail product sends builds the vendor's brand, not yours. Second, retention: when a customer knows exactly which product you're reselling, they can price-shop it or buy it directly. A true white label platform keeps the technology provider anonymous, so the trust accrues to you. We compare the models in more depth in White Label vs. Co-Branded Backup.
What should be branded (a checklist)
"White label" claims vary wildly. Before committing to a platform, verify each of these carries your identity and only your identity:
- Software installer, splash screen, and application UI
- Customer control panel URL — your domain, not a subdomain of theirs
- Backup status e-mails, alerts, and receipts
- Restore dialogs and progress screens (customers watch these closely during a crisis)
- Documentation and report footers
If any of those surfaces show the provider's name — even a "powered by" line — you're looking at co-branding, and your customers will notice.
Who uses white label backup?
The model fits any business that already owns an IT relationship and wants to add recurring revenue without building infrastructure: managed service providers adding backup to their stack, systems integrators and VARs bundling it into projects, ISPs and hosting companies extending their service catalog, and independent consultants productizing their expertise. If clients already trust you with their network, they will trust you with their backups.
What it costs and how you profit
White label platforms typically charge wholesale, per-device rates — for example, our pricing is $6.95 per TB of storage plus $3 per protected device, with add-ons per server, per VM, or per user for workloads like SQL, Hyper-V, and Office 365 — unlimited bandwidth, no contracts. Resellers commonly charge end customers 3–10× their wholesale cost, packaged per device or per seat and bundled with monitoring and restore assistance. For guidance on packaging, see How MSPs Should Price Backup Services.
The bottom line
White label backup software lets you sell a product that behaves like something you built — without hiring a storage team or racking servers. The platform provider stays invisible, your brand appears at every touchpoint, and the recurring revenue is yours. If you're weighing the leap, start with How to Start a Backup Business.