White-Label Web Development for Agencies: How It Works, Costs, and Contracts (UK Guide)
By Unlimited Dev, full-stack development studio · Updated 9 November 2026 · 10 min read
A practical guide for UK agencies selling websites and apps they don't build in-house: how white-label development works, what it costs, how to price it to clients, and the contract terms that protect you.
What is white-label web development?
White-label web development is when an agency sells websites, web apps, or mobile apps to its clients, and a specialist partner builds them behind the scenes. The work is delivered under the agency's brand: the partner doesn't appear on invoices, emails, or the finished site, and doesn't contact the client unless the agency wants them to.
It's how design studios, marketing agencies, and SEO consultancies sell development without hiring developers, and how development agencies handle more work than their team can take on.
| Model | Who manages the work | Whose brand | Best for |
|---|---|---|---|
| White-label development | Your agency manages the client; the partner manages the build | Yours | Selling development you don't do in-house |
| Outsourcing | The supplier, often directly with the client | The supplier's | Handing off a whole project |
| Staff augmentation | Your team manages an extra developer day to day | Yours (internally) | Adding hands to your own team for a period |
| Freelancer | You, task by task | Yours or theirs | Small, well-defined jobs you can supervise |
How white-label development works
- You win the work: your agency scopes the project with the client, as usual.
- The partner quotes you: you share the brief or designs (often Figma files), and the partner gives you a fixed price or an hourly estimate.
- You set your price: you add your margin and quote the client under your brand.
- The partner builds: they work in your tools (Slack, Jira, Linear, GitHub) and your code repository, reporting progress to you.
- You review and deliver: you check the work, present it to the client, and pass back feedback.
- Launch and support: the partner handles deployment and fixes; ongoing changes can run on hourly or retainer terms.
How much does white-label web development cost?
Most UK white-label developers price work in one of three ways. These are the rates we charge agencies at Unlimited Dev:
| Pricing model | Typical UK cost | Best for |
|---|---|---|
| Hourly | £50–£120 per hour | Overflow, fixes, ongoing changes, uncertain scope |
| Fixed-price build | £1,500–£10,000+ per project | Defined builds: business websites, web apps, apps |
| Monthly retainer | From £995/month, plus £495/month for white-label delivery | A steady pipeline of client work |
For context on what clients are used to paying, see our guides to website costs, app development costs, and full-stack developer rates.
How agencies price white-label work to clients
Your margin is the difference between what you pay the partner and what you charge the client. It covers your project management, client communication, design, and the risk you carry. Here's an illustration:
| You pay the partner | You charge the client | Gross margin | |
|---|---|---|---|
| Fixed-price website | £2,500 | £4,000 | £1,500 (37.5%) |
| Hourly development | £60/hour | £95/hour | £35/hour (36.8%) |
Fixed prices from your partner make margins predictable. With hourly work, agree an estimate and a cap first, so an overrun doesn't eat your margin on a fixed-price client contract.
Benefits and risks of white-label development
- Benefit: sell development without the cost of hiring. No salaries, recruitment fees, or idle time between projects.
- Benefit: say yes to bigger work. Web apps, integrations, and mobile apps you couldn't deliver in-house.
- Benefit: flexible capacity. Scale up for a busy quarter and back down again.
- Risk: quality is your reputation. If the partner misses a deadline, your client blames you. Vet carefully and start small.
- Risk: communication gaps. Feedback passes through an extra layer, so agree clear channels and response times.
- Risk: lock-in. If the code lives in the partner's accounts, you depend on them. Keep repositories and hosting in your agency's or client's name.
What to include in a white-label contract
- Confidentiality (NDA): the partner can't disclose your clients, projects, or pricing, or show the work in their portfolio without permission.
- Non-solicitation: the partner can't approach or take on your clients directly for an agreed period.
- IP assignment in writing: under the Copyright, Designs and Patents Act 1988, a transfer of copyright only takes effect if it's in writing and signed. Without it, the partner owns the code they write, even after you've paid, so you can't safely pass ownership to your client.
- Data processing: if the partner can access your client's personal data (customer records, form submissions), UK GDPR Article 28 requires a written contract with the processor setting out how that data is handled.
- Scope, price, and change process: what's included, how extra work is approved and charged, and payment terms.
- Warranty and support: a period in which bugs are fixed free of charge, and terms for ongoing support after that.
- Accounts and access: code in your repository, hosting in your or your client's name, and credentials handed over at the end.
If you're contracting an individual rather than a company, IR35 may also apply; our guide on how to hire a full-stack developer explains it. This is general information, not legal advice; have a solicitor review your template contract.
How to choose a white-label development partner
- Live work you can inspect: ask for sites or apps they've built (white-label partners often can't name clients, but should show work privately).
- Their stack fits your clients: for example, Next.js and React for fast, search-friendly sites, Node.js for APIs, React Native for mobile.
- Design accuracy: can they build from your Figma files faithfully, including responsive layouts and accessibility?
- Communication: response times, time zone, and willingness to work in your tools.
- Search and AI readiness: technical SEO, structured data, and generative engine optimisation built in, plus extras like an llms.txt file, which you can resell as part of your service.
- Clear contract terms: they agree to the NDA, non-solicitation, and IP assignment above without pushback.
- A paid trial: start with a small, real job before committing a major client project.
What to white-label (and what to keep in-house)
Good candidates are builds your team can't do or can't fit in: custom web apps, client portals, integrations, startup MVPs, and mobile apps. Most agencies keep strategy, design, and the client relationship in-house, because that's where they add value and earn their margin.
If your agency needs a development partner, Unlimited Dev provides white-label full-stack development for UK agencies: Next.js, React, APIs, and React Native apps, delivered under your brand, working in your tools, and never contacting your clients unless you ask us to.
Frequently asked questions
What is white-label web development?
White-label web development is when a specialist builds websites or apps that an agency delivers to its clients under the agency's own brand. The agency manages the client relationship; the development partner stays behind the scenes.
How much does it cost to white label web development?
In the UK, white-label development typically costs £50–£120 per hour, £1,500–£10,000+ for fixed-price builds, or a monthly retainer for ongoing work. The agency then adds its own margin when quoting the client.
Is white labeling legal?
Yes. White labeling is a standard commercial arrangement. What matters is the contract: an NDA, a written IP assignment so ownership can pass to your client, a non-solicitation clause, and a data processing agreement if personal data is involved.
What is the difference between white label and outsourcing?
With outsourcing, the supplier often works under its own name, sometimes directly with the end client. With white label, the work is delivered entirely under your agency's brand, and you keep the client relationship.
What is the difference between white label and staff augmentation?
Staff augmentation adds a developer to your team, managed by you day to day. White-label development hands the build to a partner who manages it themselves and delivers the finished work to you under your brand.
Will my client know I use a white-label partner?
Not unless you tell them. A white-label partner works under your brand, in your tools, and communicates through you. Some agencies choose to be open about using specialist partners, which is also fine.
Who owns the code in white-label development?
In the UK, the developer owns the copyright in code they write unless it's assigned in writing. Your contract with the partner should assign IP to your agency (or directly to your client) so you can pass full ownership on.
How do agencies mark up white-label work?
Agencies charge clients their own rates and keep the difference. For example, buying a website build at £2,500 and selling it at £4,000 gives a gross margin of £1,500, or 37.5%, which covers project management, design, and risk.
Get a fixed quote for your build
Unlimited Dev is a full-stack development studio in Greenock, Scotland, working with startups, SMEs, and agencies across the UK and Ireland. £50–£120 per hour, or fixed project prices from £1,500.
Related: White-label development for agencies · Full-stack development services · Website cost guide · How to hire a full-stack developer
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