D
Daniel Fundi Ndaya
Category:
SaaS Mode / White Labeling / App Marketplace / Developer Ecosystem
The Problem
One of the biggest limitations of HighLevel's SaaS Mode is the lack of a white-labeled App Marketplace and developer portal.
As SaaSpreneurs, we're building our own branded software platforms. Our customers often have their own developers who want to build custom integrations, create apps, or extend the functionality of our platforms.
However, when customers ask how they can develop and publish apps, we're forced to direct them to HighLevel's branded App Marketplace and developer resources.
This completely breaks the white-label experience.
It exposes HighLevel as the underlying platform, undermines our brand identity, and makes it difficult to position our SaaS businesses as independent software ecosystems.
Alternatively, we're forced to develop integrations ourselves, build our own marketplace infrastructure, or tell customers that they cannot publish their applications through our platform.
This is especially frustrating because HighLevel already has an App Marketplace. We simply don't have a white-labeled version that we can offer our customers and developers.
Proposed Solution
Introduce a
White-Label App Marketplace for SaaS Mode
, allowing SaaSpreneurs to offer their own branded App Marketplace and developer portal using HighLevel's existing marketplace infrastructure.
There is no need to rebuild the App Marketplace from scratch.
HighLevel could simply allow agencies to generate a branded instance of the existing marketplace, similar to howSaas-mode is white-labeled.
Key Features
  1. White-Label App Marketplace:
    Automatically generate a branded version of HighLevel's existing App Marketplace for SaaS Mode agencies.
  2. Custom Branding:
    Allow SaaSpreneurs to use their own platform name, logo, colors, favicon, and branding throughout the marketplace.
  3. Custom Domain:
    Host the marketplace on a branded domain such as
    marketplace.ourplatform.com
    .
  4. White-Label Developer Portal:
    Allow customers and third-party developers to register, create, manage, test, and publish Marketplace apps through our branded developer portal without being redirected to HighLevel.
  5. Existing Marketplace Infrastructure:
    Reuse HighLevel's existing app development, OAuth, permissions, installation, review, and publishing infrastructure rather than building a separate system.
  6. Automatic Marketplace Synchronization:
    When HighLevel updates its marketplace infrastructure or supported app capabilities, those updates should automatically carry over to white-labeled marketplaces.
  7. Marketplace App Availability:
    Allow SaaSpreneurs to choose which existing HighLevel Marketplace apps are available to their customers.
  8. Private and Public Apps:
    Allow developers to create private apps for specific customers or submit public apps for distribution through the SaaSpreneur's branded marketplace, subject to the appropriate approval process.
  9. Agency App Management:
    Allow SaaSpreneurs to manage app visibility, featured apps, categories, and developer access within their own marketplace.
  10. White-Label API Documentation Integration:
    Connect the developer portal to the SaaSpreneur's branded API documentation so developers have everything they need to build integrations without visiting HighLevel-branded resources.
How It Should Work
For SaaSpreneurs:
Enable White-Label App Marketplace → Add branding and custom domain → Select available apps → Launch a branded marketplace for customers and developers.
For Customers:
Open our SaaS platform → Visit our branded App Marketplace → Discover and install apps → Invite developers to build custom integrations.
For Developers:
Visit our branded developer portal → Register as a developer → Create an app using HighLevel's existing developer infrastructure → Test and submit the app → Make it available to the intended customers or marketplace audience.
All of this should happen without requiring customers or developers to navigate HighLevel-branded interfaces.
Alternative Solution: LeadConnector App Marketplace
If fully white-labeling the App Marketplace for every SaaSpreneur is not immediately feasible, HighLevel could introduce a
LeadConnector-branded App Marketplace and developer portal
as an intermediate solution.
Similar to the existing LeadConnector gray-labeled API documentation, this would provide a more neutral developer experience without prominently exposing the HighLevel brand.
Ideally, HighLevel should support both:
  • LeadConnector App Marketplace:
    A shared, gray-labeled marketplace and developer portal.
  • SaaS Mode White-Label App Marketplace:
    A fully branded marketplace with each SaaSpreneur's identity and custom domain.
Both could use the same underlying HighLevel marketplace infrastructure.
Why This Matters
HighLevel's SaaS Mode is designed to help agencies build and sell their own software platforms.
But a truly white-labeled SaaS platform needs more than a custom logo and domain. It needs an extensible ecosystem where customers and third-party developers can build applications and integrations.
Without a white-labeled marketplace, SaaSpreneurs cannot provide a complete branded developer experience.
This becomes a major limitation when serving larger businesses, enterprise customers, and organizations with internal development teams.
These customers expect to be able to extend the software they purchase, integrate their existing systems, and build their own applications.
They should not have to discover that the software they're using is powered by HighLevel simply because they want to develop an integration.
Expected Outcome
  • A complete white-label SaaS experience.
  • Customers can build and publish their own integrations.
  • SaaSpreneurs can develop independent branded app ecosystems.
  • Less pressure on agencies to develop every customer integration themselves.
  • Greater adoption of HighLevel's existing App Marketplace infrastructure.
  • More opportunities for third-party developers.
  • Stronger SaaS Mode positioning for enterprise customers.
  • Increased customer retention and platform extensibility.
If HighLevel allows us to white-label the software, it should also allow us to white-label the App Marketplace and developer portal. EERY SINGLE CRM has a developer portal, and it has their brand on it-This is TRUE white-labeling
We shouldn't have to send our customers and their developers to HighLevel's branded marketplace just to build an app or integration for our own SaaS platforms.
HighLevel already has the marketplace infrastructure. We simply need the ability to create branded instances of that marketplace for SaaS Mode.
Even a LeadConnector gray-labeled marketplace would be a meaningful improvement, but a fully white-labeled marketplace should be the ultimate goal.
One Marketplace Infrastructure. Multiple SaaS Brands. Independent Developer Ecosystems.