# What is White label?

> A white label is a technology product another company builds and runs that a prop firm sells under its own brand, such as a platform, challenge engine or a whole firm.

- Source: https://pipvalley.com/glossary/white-label
- Publisher: PipValley - web design studio for prop trading firms
- Updated: 2026-10-03

In a prop firm, white label can mean a single component, such as a MetaTrader white label held through a broker, or a whole white-label prop firm: platform, risk engine, CRM, checkout and dashboard supplied by one provider, with the founder handling brand, marketing and capital.

White-label packages cut launch time and up-front cost. The trade-offs are revenue share or monthly fees, limited control over rules and features, dependence on the provider's platform licenses, and the effort of migrating if the relationship ends.

Before signing, founders should check data ownership, how traders and their history can be exported, and what happens to the firm if the provider loses a platform license.

## Why it matters

Most new prop firms launch on a white label of some kind. The website is often the one part of the firm that is genuinely yours, so it should run on your domain, in your brand, with your own analytics, and link into the provider's checkout and dashboard rather than living inside them.