Why more agencies and MSPs are branding platforms as their own, and turning project work into predictable, recurring income.
A quiet shift is happening in the world of website services. Agencies that once thrived with one-and-done projects are leaning into the benefits of longer client relationships. Instead of handing off finished sites with a request for feedback from a now-former client, teams are eyeing the potential for new revenue streams that keep clients coming back for more.
To provide the ongoing solutions customers need most, managed service providers and creative shops are building valuable ecosystems around white-label platforms, including hosting, updates, analytics, and support, all branded as their own. The payoff is enormous, with recurring, steady income, and fewer sleepless nights wondering where the next project will come from.
Why White-Label?
The white-label approach is simplicity itself. Agencies and MSPs apply their branding to an established digital platform and present it to clients as a custom, in-house solution. This strategy’s appeal lies in its ability to address the challenges of driving growth and fostering client loyalty.
By leveraging a proven solution and customizing it with their brand, service providers can efficiently deliver high-quality experiences without starting from scratch. Clients receive updated services and products, while agencies have the opportunity to extend their range of offerings and establish ongoing working relationships.
Experts project that the white-label software market will surpass $200 billion by 2028, growing at nearly a 19% annual rate. Considering more than 70% of businesses already use some form of white-label technology to deliver faster, branded experiences, the appeal is obvious.
For digital service providers and agencies, it’s a win-win. Businesses retain their own name on the front of white-labeled infrastructure while tapping into a pipeline of new value for clients. It means businesses can offer clients new and improved products and services without a team of developers or building infrastructure from scratch.
From One-Off Projects to Ongoing Partnerships
It’s common for agencies to build websites for clients, get paid, and then end the project, but what happens when you turn over the keys to a new website to a client? The job doesn’t really end there.
Instead of just delivering a website, digital service providers are creating ecosystems that bundle everything — hosting, updates, analytics, and content updates — under a single monthly plan. A local studio that once handed off finished sites might now manage each client’s digital presence through a branded dashboard, with steady revenue replacing unpredictable invoices.
This shift is transforming standalone website projects into ongoing customer loyalty. Resellers become partners, delivering design, plus continuity, support, and measurable growth.
Scaling With White-Label Platforms
For agencies and MSPs, finding new clients is costly, but managing existing clients also eats into margins. That’s where white-label platforms provide needed support, turning what used to be operational overhead into manageable efficiency.
10Web’s White-Label Reseller Dashboard integrates an AI website builder, WordPress hosting, and client management into one branded platform. Reseller partners attach their logo, connect a domain, set pricing, and start selling in a matter of days, with no infrastructure to build or plugins to maintain.
“MSPs and agencies are the electricity that powers the web,” says Sona Mamyan, Director of Growth at 10Web. “Our dashboard helps them adapt and become the infrastructure of the future.”
Looking at the bigger picture, platforms like 10Web let agencies focus on strategy and relationships while automation handles the operational work. Resellers bundle add-on services such as SEO, branding, or maintenance, then manage billing and clients all under the agency’s own name.
For clients, the experience feels seamless, with a single provider, login, and invoice. Agencies gain control, efficiency, and a path to sustainable growth while retaining ownership of their brand.
The Implications for Digital Businesses
The move toward white-label platforms is changing how agencies collaborate with clients. Instead of simply handing off a finished website, agencies are increasingly offering ongoing services and support. The value doesn’t stop when a site launches; it really starts from there.
Being able to manage the whole client experience, from the website itself to hosting, performance, and content tools, makes digital businesses much more integral to their clients’ operations.
So the real advantage comes from owning the platform, not just the service. Tools like 10Web’s White-Label Reseller Dashboard put businesses in the driver’s seat, allowing them to set their own pricing, manage branding, and handle support as they see fit. Even as AI and automation speed up the technical aspects, it’s still the thoughtful, personal approach behind a branded experience that encourages clients to stick around. White-label reseller products make that possible for any team.
Delivering Value Through Modern Web Tech
The next wave of digital growth comes from working smarter, not harder. AI has already changed how we build websites. Now, AI-native, white-label platforms are powering the next generation of digital service businesses, bringing SaaS-level development and infrastructure to even the smallest of teams.
As automation takes care of the technicalities, the opportunity shifts to how agencies package, brand, and deliver ongoing value. White-label tools, such as the Reseller Dashboard, position brands to run their own scalable platforms with the technology to build longer-lasting client relationships.
