Everything you need to know about branded analytics: what white-label means, how it differs from embedded analytics, and how to offer professional dashboards under your own brand.
White-label analytics is software that lets you offer data dashboards and reports under your own brand, with no visible vendor attribution. Your customers see your logo, colors, and branding throughout the analytics experience, as if you built everything yourself.
Think of white-label analytics as renting a fully furnished apartment and redecorating it so completely that visitors assume you own the building. The analytics infrastructure exists, but every touchpoint (from login screens to PDF exports) carries your brand identity.
This isn't just about swapping logos. True white-label analytics means your customers never discover the underlying platform. When they access dashboards, receive email reports, or export data, everything looks and feels like a native part of your product.
For SaaS products: White-label analytics ensures your embedded dashboards feel like a natural product feature, not a bolted-on third-party tool that undermines your premium positioning.
Before diving deeper, let's clear up a common source of confusion. Embedded analytics and white-label analytics are related but distinct concepts:
Refers to the technical integration of analytics into your product: connecting data sources, rendering visualizations, and handling user authentication.
Focuses on branding control: removing vendor logos, customizing the visual experience, and ensuring your brand appears at every touchpoint.
Here's the relationship: Most white-label solutions are also embedded (the analytics live inside your product). But not all embedded solutions offer full white-labeling (some show "Powered by [Vendor]" badges).
The depth of white-labeling varies significantly across platforms. Key differentiators include:
Platforms that only offer logo swaps and color themes provide "partial" white-labeling. Full white-label means zero vendor attribution across every customer touchpoint.
For internal dashboards or situations where customers expect third-party tools, basic embedding works fine. Your internal team doesn't care about branding.
When analytics is customer-facing and brand perception matters—which is virtually always for SaaS products charging premium prices.
The decision to implement white-label analytics isn't just about aesthetics. It's a strategic commitment with measurable business impact. Here's why organizations prioritize full white-labeling:
Every "Powered by [Vendor]" badge is a crack in your brand armor. When customers navigate your polished product, then suddenly encounter third-party logos in the analytics section, it raises questions:
Enterprise customers, in particular, expect white-label as standard. They've seen enough software to recognize when analytics is a third-party add-on versus a native capability. That recognition affects their perception of your value and their willingness to pay.
Many SaaS companies still expose vendor branding in analytics, then wonder why enterprise deals stall during security reviews or procurement negotiations. The buyers aren't stupid; they're just doing their due diligence.
Here's a simple truth from the SaaS analytics market: full white-label options and branded dashboards are consistently gated behind premium tiers. Why? Because customers willingly pay more for seamless brand experiences that feel like native product features.
When customers rely on dashboards branded with your identity, switching costs increase dramatically. They're not just leaving your software; they're abandoning "their" analytics environment, complete with customized reports and historical comparisons.
This stickiness compounds over time. Every dashboard they build, every email schedule they configure, every PDF export they share with stakeholders... all of it reinforces their investment in your branded ecosystem.
Not all white-labeling is created equal. The market operates on a spectrum from basic cosmetic changes to complete vendor concealment. Understanding these levels helps you evaluate platforms and set realistic expectations.
Your logo appears on the dashboard header, but PDF exports still show the vendor's footer, and email reports come from [email protected]
Every PDF your customers receive looks like it came from your design team. Email reports arrive with your branding. Dashboards feel like a native part of your product.
Before committing to any platform, get specific designs approved by vendors. Many tools have customization limits that aren't obvious from demos. Ask to see examples of branded PDF exports and email templates with your actual brand assets.
For SaaS companies, white-label analytics isn't about reselling. It's about making analytics feel like a native product feature that justifies premium pricing and reduces churn.
When customers evaluate SaaS products, analytics capabilities increasingly influence purchase decisions. But if your analytics section looks like a third-party add-on—different UI patterns, visible vendor branding, inconsistent design—it undermines your product's perceived value.
White-label analytics ensures that the reporting features you've invested in feel like first-party capabilities. Customers attribute the analytics quality to YOUR engineering team, not some vendor they could buy directly.
"Analytics is the first thing we show customers during demos. It immediately differentiates us from competitors who just export CSV files."
Smart SaaS companies use white-label analytics as a tiering lever:
Each tier offers genuine additional value. Customers naturally upgrade as their needs grow, and once they're using fully branded analytics, switching costs become substantial. Analytics becomes a retention lever, not just a feature checkbox.
We've analyzed the leading platforms for white-label analytics. Here's how they compare for SaaS companies looking to embed branded dashboards.
Sumboard offers the fastest path to production-ready customer-facing analytics. Built specifically for SaaS companies who want professional dashboards without the complexity of building from scratch.
Sumboard has additional features designed to delight your customers.
Branded PDF reports that match your product's design and feel completely native to your customers.
Serve global customers with dashboards in their native language and time zone automatically.
Seamlessly embed dashboards in your product or share via secure links - your customers stay in your ecosystem.
Let your customers explore and drill down into their data with intuitive filtering controls.
Keep your customers informed with automated report delivery on their preferred schedule.
Give customers the data they need in the formats they want, with full white-label branding.
Customize chart colors, add your logo, and match your brand perfectly so analytics feel native to your product.
Help your customers spot trends and track progress with built-in period comparison features.
Developer-first tool with headless architecture for lightning-fast customer-facing dashboards with complete control over user experience.
End-to-end embedded analytics platform built specifically for multi-tenant SaaS applications.
Belgian-made embedded analytics platform with drag-and-drop interface and API-first approach.
YC-backed startup providing cloud-only service designed for fast market entry with modern UI.
Purpose-built solution that pivoted from traditional BI to customer-facing analytics.
| Platform | Logo/Colors | PDF Branding | No Attribution | Pricing Model | Best For |
|---|---|---|---|---|---|
| Sumboard | ✓ | ✓ | ✓ | Flat fee (€199-499/mo) | Fast deployment |
| Embeddable | ✓ | ✓ | ✓ | Contact sales | Developer-first, React apps |
| Qrvey | ✓ | ✓ | ✓ | Flat fee (~$5K+/mo) | Enterprise SaaS, AWS-native |
| Explo | ✓ | ✓ | ✓ | Contact sales | AI-powered, fast setup |
| Luzmo | ✓ | ⚠️ | ⚠️ | Tiered ($995-3,100/mo) | Drag-drop simplicity |
| RevealBI | ✓ | ✓ | ✓ | Fixed annual ($40-50K/yr) | On-premise, enterprise SDK |
Before committing to any white-label analytics platform, work through this evaluation checklist. Getting these questions answered upfront prevents painful surprises during implementation.
Avoid per-user licensing for customer-facing analytics. Traditional BI pricing models charge per viewer or named user. This works for internal teams but creates unpredictable, rapidly escalating costs when thousands of external customers access dashboards.
There are three primary paths to adding white-label analytics to your product. The right choice depends on your team's capabilities, timeline, and specific requirements.
Analytics is your core differentiator, you have 50+ engineers, and can justify ongoing maintenance.
You want speed, full white-label features, and prefer to focus engineering on your core product.
For most SaaS companies, using a purpose-built platform is the right choice. Analytics matters, but it's not your core differentiator. You'd rather ship quickly and focus resources on what makes your product unique.
Ready to add white-label analytics to your product? Here's a practical roadmap that works regardless of which platform you choose.
Before evaluating platforms, get clear on what "white-label" means for your specific situation.
Your implementation approach differs significantly based on your SaaS product.
Use the evaluation checklist to compare shortlisted platforms against your requirements.
Don't roll out to everyone immediately. Start small and gather feedback.
Based on pilot feedback, optimize before general availability.
White-label analytics isn't "set and forget." Continuous improvement drives ongoing value.
The white-label analytics landscape continues to evolve. Here are the trends reshaping expectations and capabilities:
Artificial intelligence is moving beyond basic chart recommendations to provide intelligent analysis.
Self-service is extending beyond data exploration to dashboard creation. This shifts white-label value from "you get branded dashboards" to "your customers can build their own."
As data environments grow more complex, white-label platforms are differentiating on connectivity.
The frontier of white-label analytics combines dashboards with AI assistants for conversational data exploration.
While AI agents are generating significant interest, widespread production adoption is still developing. Consider this an emerging trend to watch.
Platforms differentiating on AI capabilities—particularly private, secure AI that doesn't expose customer data—are gaining competitive advantage. When evaluating white-label solutions, consider not just current features but the vendor's roadmap for these emerging capabilities.
White-label analytics is software that lets you offer data dashboards and reports under your own brand, with no visible vendor attribution. Your customers see your logo, colors, and branding throughout the analytics experience, as if you built everything yourself.
Embedded analytics refers to the technical integration of analytics into your product. White-label is about branding control, meaning removing vendor logos and customizing the look to match your brand. Most white-label solutions are also embedded, but not all embedded solutions offer full white-labeling.
With modern platforms like Sumboard, you can have branded dashboards live within 24-48 hours for basic integration. Full customization (email templates, PDF styling) typically takes 1-2 weeks. Building custom white-label solutions from scratch requires 6-12 months and significant engineering resources.
Common industries include:
Purpose-built platforms like Sumboard offer a forever-free Startup plan with basic white-labeling, with full white-label starting at €199/month (Growth plan). Enterprise solutions from traditional BI vendors typically require custom pricing and can range from €10,000-€100,000+ annually depending on users and features. Critical: Avoid per-user pricing for customer-facing analytics, as it creates unpredictable costs as you scale.
For detailed pricing information, see our pricing page.
A product or service that can be rebranded and resold as your own, with no visible connection to the original vendor. In analytics, this means dashboards, reports, and all customer touchpoints carry your brand identity.
A software architecture where a single instance serves multiple customers (tenants), with strict data isolation between them. Essential for SaaS products offering analytics to multiple clients.
Similar to white-label; refers to products made by one company and sold under another company's brand. Common in the embedded analytics market.
The integration of data visualization and reporting capabilities directly within a software application, rather than requiring users to access a separate analytics tool.
Data access control that restricts which rows of data each user or tenant can view. Critical for multi-tenant white-label implementations.
Stop losing customers to competitors with better analytics. Sumboard's customer-facing analytics platform lets you launch self-service dashboards in days, not months.