A software reseller buys licenses or access from software vendors and resells them to end users, either directly or through white-labeled platforms. This model allows companies to bundle services, add support, or offer branded tools without building from scratch. Software resellers often sign contracts with vendors, set their own pricing, and serve as a value-added distribution layer in B2B sales. It’s a flexible, low-barrier way to start a recurring revenue business—especially for IT consultants, MSPs, or SaaS entrepreneurs.
The B2B software market is noisy, saturated, and hard to navigate. That’s exactly why software resellers are winning.
Buyers don’t want to compare 50 vendors anymore—they want local trust, simplified pricing, and bundled support. In many markets, resellers are the face of SaaS. And vendors are fine with that. Why? Because a reseller takes care of the relationship, leaving the vendor to focus on product.
This shift isn’t theoretical. Google search trends show a rising interest in reseller models, especially for cybersecurity, project tools, and productivity software. At the same time, there’s been a spike in searches for white label software to resell, showing that business owners aren’t just reselling—they’re branding too.
What Is a Software Reseller?
A software reseller is any company or individual that buys access to software—usually in bulk—and resells it to customers under their own pricing and terms. Sometimes, the software is sold under the original vendor’s brand. Other times, the reseller white-labels the tool.
There’s a difference between resellers and affiliates. Affiliates just send traffic. Resellers manage the entire client relationship—billing, onboarding, support. They also take the risk. But the upside is control: more pricing flexibility, recurring revenue, and market differentiation.
You’ll also hear the term reseller software, which refers to tools specifically built for resale: licensing dashboards, commission tracking, billing automation, and support ticketing. These platforms make it easier to scale without a dev team.
Adding Value Beyond Just Selling
Software resellers are not just intermediaries. They are problem solvers. They make sure that the software is correctly fitted to the specific needs of a particular client. In this light, a custom software reseller program enables businesses to customize software for niche industries or clients with specialized needs. This would include modification to user interfaces, additional functionality, or integration of the software with existing systems.
Over time, resellers often turn into trusted mentors and advisors in the process of migrating business processes to use the software solution to implant, maintain, and optimize. Moreover, resellers provide essential services like:
- Installation and Setup: Helping businesses set up the software, ensuring a smooth implementation.
- Customer Support: Offering ongoing support and troubleshooting to clients who may encounter issues.
- Training: Resellers play a crucial role as educators, providing end-users with the knowledge and resources they need to make the most out of the software. They offer comprehensive training programs to ensure that clients are fully equipped to use the software effectively.
- Customization: Tailoring software to specific business needs, which might include modifying workflows, creating additional features, or integrating the software with other business systems.
For example, a software VAR might sell an out-of-the-box CRM system and then customize it to meet the specific workflow of the retail concern, making it much more valuable than a generic solution. Resell software is very often packaged with these additional services, thus making them much more attractive to businesses requiring tailored solutions.
Types of Software Resellers
Resellers can specialize in different types of software, ranging from ERP systems, CRM tools, and white label software to resell. The flexibility in the products they offer means that software resellers can target a broad range of industries, from small businesses to large enterprises.
There are various types of software for resellers, including:
- Off-the-shelf software: Generic software that meets a wide range of needs for multiple industries.
- White-label software: This allows resellers to rebrand the software as their own, which is particularly beneficial for businesses looking to expand their product offerings without the overhead of software development.
- Custom software: Tailored to meet the specific needs of a particular client or industry.
The Importance of Software Reseller Agreements
A critical element of the software reseller business model is the software reseller agreement. This legal contract governs the relationship between the reseller and the software vendor. The agreement lays out:
- Pricing Terms: How much the reseller will pay for the software, and what markup they can charge when selling it to end-users?
- Customization Rights: Some software reseller agreements allow resellers to modify or customize the software to suit the end-user’s needs. This flexibility is crucial for value-added resellers who specialize in customization and support.
- Support and Maintenance: The agreement often includes terms on the support services the vendor will provide to the reseller, including software updates, technical support, and troubleshooting.
- White Label Rights: In some agreements, the reseller is allowed to rebrand the software as their own. A white label software reseller agreement permits the reseller to put their branding on the software, allowing them to offer it to their clients as a proprietary solution.
For example, if a reseller participates in a software service reseller agreement, they can sell SaaS products under a subscription model while also rebranding the software under their company’s name. This allows resellers to build long-term customer relationships while offering cutting-edge software solutions.
Flexibility and Growth with Reseller Arrangements
This software reseller contract can often allow the reseller to be flexible, opening a world of opportunities.
The flexibility may range from features on various pricing models where resellers are independent of price setting based on the needs of their clients or according to industry standards. Moreover, value-added reseller software agreements can add an array of services, such as support and training, which will further streams of revenue to resellers’ services.
It also gives an outstanding opportunity for businesses of any type looking to scale by offering diversification without needing heavy investment in development. A well-structured software reseller program can be a lucrative venture for companies looking to provide high-quality software solutions without building them from the ground up.
How Do Software Resellers Make Money?
This is where it gets interesting. You’re not just flipping licenses for a cut. The best software resellers build layered revenue.
Revenue channels include:
- License markup – You buy it for $5/user/month, sell for $12
- Implementation services – Setup, integration, account provisioning
- Training packages – Especially valuable in HR, healthcare, and CRM tools
- Ongoing support – Live chat, ticketing, response SLAs
- Add-ons and upsells – More seats, more storage, more reporting
- Compliance assistance – HIPAA alignment, GDPR workflows, SOC 2 readiness
For example, agencies using reseller software often bundle it with consulting. They don’t charge for the product—they charge for the solution.
And that’s where margins really come in.
How Does the Software Reseller Model Work?
This software reseller model creates a partnership between the software developers and the resellers. Resellers then sell the product to an end user, usually with additional support and customization. The process is described below:
Partnership with a Vendor
Software resellers usually start by partnering with a software vendor or developer. They execute a software reseller agreement that lists the terms of resale, including a percent discount on the software license, level of customer support, and price. The reseller also becomes a member of the software developer’s reseller program to offer special pricing to customers for customized products.
Value Addition
These are the folks who do installation, training, customization, and ongoing support. Sometimes, an erroneous concept describes this as the software value added reseller model because the reseller meaning does not simply sell incremental software but offers auxiliary services to enhance a product’s use.
Customization and Rebranding
Most resellers are into white label software reselling, meaning that they rebrand the software with their company’s logo and design. Of course, there is more to changing logos. The resellers will make changes within the user interface, add or remove features, and sometimes even modify the code in their effort to make the software more suitable for their customers. This will, therefore, make the software appear to be generated by the reseller, though originally developed by a third-party vendor.
Reselling to Customers
Once the software is ready, resellers market and sell the product to businesses and end-users. This is usually under the reseller’s brand if it is a white label software reseller setup or part of a broader software reseller program. The resellers can also customize the software to meet their clients’ needs and provide packages for their clients to select.
Recurring Revenue Model
The biggest advantage to selling software, and especially offering software as a service reseller agreement, is that an agreement provides a constant flow of income.
The majority of reseller software products use a subscription model, which enables resellers to be paid monthly or annually.
Types of Software Reseller Models
Businesses have a variety of software reseller models to choose from, depending on their target audience, industry focus, and business goals. Each model offers different opportunities for resellers to add value and cater to their clients’ needs. Here’s a more detailed breakdown of the main types of software reseller programs:
- Custom Software Reseller Program
It’s more about selling customized software solutions to clients for specific business needs. A reseller may adjust some features, add modules, or reintegrate applications within other systems to fit the client’s needs. This might come in the form of enterprise invoicing, CRM, or ERP tools. Flexibility within the model lets a company sell more personalized solutions, commanding higher prices because of their tailored nature.
- Value Added Reseller Software
A value-added reseller software program refers to the addition of more services to an already existing software product in order to enhance its value. These added services might include customization, training, technical support, and even integration with other platforms.
Application VARs would, in turn, sell to business customers whose needs go beyond the software itself and who need a general solution to suit their operations. One such case of value addition is a reseller that takes an out-of-the-box CRM platform and develops customization for vertical markets in health care or retail by offering more complete solutions.
- White Label Software Reseller
In this approach, the reseller has the potential to rename the software. White label software resellers purchase the rights to the software from the vendor, rebrand it with their own logo, coloring, and company name, and then sell the software as if they developed it themselves.
This model has proved extremely useful for enterprises wanting to maintain brand coherence while offering a wide range of products. It eliminates the need for in-house development while enabling companies to keep full control over customer relationships and brand identity.
- Software Developer Reseller Program
Resellers and software developers work together in this approach to marketing specialized software tools, such as development frameworks, APIs, and other components aimed at developers or companies. This program is typical in tech-driven sectors, where companies may need to give their clients specific tools.
Utilizing a software developer reseller program allows resellers to concentrate on offering technical know-how in addition to software solutions, assisting companies in implementing cutting-edge development tools.
- SaaS Reseller Types
Businesses that provide cloud-based, subscription-based services can choose from a variety of SaaS reseller models. Normally, such resellers focus on the sale of software solutions as a service whereby the end customer pays a monthly or yearly subscription to use the program.
Models That Work: VARs vs. White Label vs. Affiliate
| Model | Own Brand | Recurring Revenue | Value Added | Who It Fits |
| Affiliate | No | Low | No | Bloggers, solopreneurs |
| VAR | No | Medium | Yes | IT consultants, integrators |
| White Label | Yes | High | Yes | SaaS, MSPs, tech resellers |
Many new B2B players are choosing the white label software reseller model. Why? It gives them branding, customer control, and higher margins—without the cost of developing a product.
For example, some use white label software to resell productivity or security tools like password managers, backup apps, or VPNs. Others start with software for resellers that handle client provisioning and invoicing.
Top Software Reseller Programs in 2025
If you’re new to the space, here’s a quick hit list. These are popular software reseller program options by category:
- Cybersecurity: PureVPN White Label
- CRM & Sales: Zoho Partner Network, HubSpot Solutions Partner
- Fintech Tools: FreshBooks Reseller, QuickBooks ProAdvisor
- Productivity: Notion for Business, Slack Resellers
- Marketing & Email: Moosend Partners, Brevo Reseller Program
Each of these offers different margins, support levels, and branding options. If you’re trying to find the top software reseller path for your business, start with what your clients already need.
How to Become a Software Reseller (Step-by-Step)
Here’s how most teams get started. It’s not complicated, but it does require a clear offer and the right partner.
Step 1: Pick a niche
Don’t try to sell everything. Start with one vertical: healthcare, law, SaaS, finance, or remote work tools.
Step 2: Choose your vendor
Some offer affiliate links. Others offer a full reseller program software with white-label dashboards and full client control.
Step 3: Sign your software reseller agreement
This governs pricing, licensing, customer handling, and branding rights. Read the fine print. Some contracts limit who you can sell to.
Step 4: Build your offer
Decide how you’ll differentiate—price, support, onboarding, integrations, etc.
Step 5: Launch and iterate
Your first 10 clients will teach you more than 100 articles. Don’t wait for perfection—test and refine.
Pros and Cons of the Software Reseller Model
There’s a reason this model attracts both solo entrepreneurs and IT firms. But like anything, it has trade-offs.
| Pros | Cons |
| Recurring revenue | Margins can be tight without added value |
| Easy entry, low startup cost | Vendors often limit customization |
| Brand ownership (white label only) | Reliant on vendor’s infrastructure |
| Scales with services or staff | Some clients may still prefer big names |
| Works in every vertical | Support obligations grow with client base |
For those looking at software value added reseller paths, the upsides grow even faster. You’re not just reselling—you’re building trust by solving real-world problems with implementation, compliance, and support.
Compliance, Contracts, and the Fine Print
Don’t ignore the legal side of this. Your software reseller contract defines what you can sell, where you can sell it, and how your clients are supported.
Make sure you understand:
- Territory restrictions
- Minimum monthly sales (some vendors require it)
- Branding permissions (especially for promotional reseller software)
- Who owns the client (you or the vendor?)
- Support responsibilities (who handles downtime or issues?)
You’ll also run into the term resell rights software, which refers to tools you can legally rebrand and sell as your own. Always confirm licensing terms before launching.
Tools Every Reseller Needs
Selling is just one piece. The right stack makes delivery easier.
- CRM: Track leads, renewals, client notes
- Billing automation: Invoices, usage metering, renewal reminders
- VPN reseller software: Offers encryption, analytics, and white-label dashboards
- Ticketing systems: Manage support without drowning in emails
- Contract management: Templates, eSign tools, and record-keeping
The best software for resellers usually includes APIs or integrations with Stripe, HubSpot, Freshdesk, or your accounting platform. That makes scaling easier and reduces admin costs.
Trends Changing the Reseller Game in 2025
Software reselling isn’t static. The landscape evolves fast, especially with cloud-native buyers.
- Cybersecurity is driving demand — VPNs, password managers, and compliance tools are hot
- White-label platforms are maturing — Resellers now get full dashboards and customization
- AI is entering the stack — From license management to support bots
- B2B buyers are shifting — They prefer curated, localized tools with human support
You’ll see newer platforms leading software reseller marketplace development where multiple SaaS apps are bundled and sold under one interface. Flexibility, not just pricing, wins in this space.
What Sets Top Software Resellers Apart?
Everyone can sign up for a program. Few can scale it. Here’s what separates the top 5%:
- They specialize. One audience. One pain point. One solution stack.
- They own the client experience. Every touchpoint reflects their brand, not the vendor’s.
- They build onboarding systems. Clients are guided—not dumped into software.
- They offer value beyond the tool. Integration, training, reporting, security—whatever matters to their vertical.
- They plan for renewals. Before the client even signs.
Reselling software isn’t about just selling licenses. It’s about becoming the trusted partner in someone else’s tech stack.
Building a VPN Reseller Brand
Let’s make this real.
A digital agency serving remote clients wants to offer privacy tools. They don’t want to build a VPN, but they also don’t want to send clients to third-party vendors.
They sign up with a white label VPN platform, get their dashboard branded, and price it based on client needs. They add it to their onboarding bundle—email, project tools, VPN. Within weeks, they close five deals. Within months, they’ve added recurring MRR from a product they didn’t build.
This is what most modern software reseller companies are doing: stacking useful tools, wrapping them in their brand, and turning support into a strength.
Join the conversation on Reddit. See how real teams are scaling with software reselling, especially in cybersecurity and VPN.
→ Reddit Community: r/PureWhiteLabel
The Reseller Model Isn’t Regional Anymore
More organizations worldwide are shifting toward local tech partners. Especially in regulated sectors like:
- Finance
- Healthcare
- Government
- Education
Buyers want local billing, regional compliance, and fast support. They want someone who speaks their language—both literally and technically.
That’s why the software reseller marketplace is expanding fast. Whether you’re in the U.S., South Asia, or Eastern Europe, there’s room to own a vertical.
Just search any software resellers list and you’ll see firms dominating specific industries or geographies.
Want to see how other B2B partners are growing their reseller stack? Follow PureVPN Partner Solutions on LinkedIn
PureVPN – Built for Resellers Who Want Speed and Control
PureVPN Reseller program gives you everything you need to launch your own branded VPN solution:
- SDKs, APIs, and white label dashboards
- Fully managed infrastructure
- Flexible pricing
- SOC 2-grade security
- Fast deployment — go live in under 90 days
It’s trusted by agencies, MSPs, and consultants across the globe.
Start building something that pays monthly. And looks like you made it.
Final Thoughts
The software reseller model isn’t a side hustle anymore—it’s a serious business strategy. With SaaS saturation on one side and compliance complexity on the other, companies are actively looking for trusted partners who can deliver tools, support, and accountability in one package.
That’s where resellers thrive. You don’t need to build software. You need to understand your market, choose the right vendor, and own the experience from first touch to renewal. Whether you’re offering security bundles, collaboration platforms, or compliance dashboards, your ability to add value is what builds retention and revenue.
And when your stack includes white-labeled infrastructure like PureVPN White Label, you’re not just reselling. You’re building a brand that lasts.
Now’s the time. Buyers want bundled services. Vendors want channel growth. You’re right in the middle—and if you do it right, that’s exactly where the opportunity is.