GoHighLevel White Label vs ActiveCampaign Partner Program
One of our goals as a company specialising in the Marketing Automation platform/CRM space was to find a solution that we could offer our clients and customers that was top quality as well as affordable. This ultimately lead us down the path of looking at reseller / white label options so we could offer more custom pricing / feature options.
So we naturally looked at the two platforms we had the most experience with using for our current clients - ActiveCampaign and (Go)HighLevel.
The purpose of this article is to compare GoHighLevel’s white label business model versus one of their main competitors - ActiveCampaign who also offer a white label option via their Partner Program.
Before we do the comparison, here’s an overview of both offerings:
ActiveCampaign Agency Partner Program
The Agency Partner Program allows you to purchase multiple ActiveCampaign accounts at a discount and resell them for a profit.
Agency Partners are billed monthly per paid, active resold accounts. As you add more accounts, the price per account is reduced based on their tiers:
2-24 accounts receive a 25% discount
25-49 accounts receive a 35% discount
50-99 accounts receive a 45% discount
100+ accounts receive a 55% discount
GoHighLevel White Label
Starting at $97 U.S (around $140 AU) per month, you get 3 sub-accounts. Typically, what many GHL ‘agency’ owners do is create a sub-account for their business and then sell the other two to paying customers.
Once you have exhausted all of the sub-accounts, you then move up to the $297 U.S (around $450 AU) per month Unlimited plan. By ‘unlimited’, it means unlimited sub-accounts. Yep, for just $450 a month, you not only get your own account to use but now you can scale as high as you want.
Then there is the hidden plan - SaaS Pro. At $497 U.S per month, this plan lets you create custom plans, have full control over the rebilling of additional services (i.e phone, email, AI - the list goes on!) as well as unlimited sub-accounts.
Comparison Time!
For the comparison, I’ve chosen ActiveCampaign’s Plus plan with 2,500 subscribers @$143 AU per month. So we’ll use the same price point for GHL and pick their $297 Unlimited plan. Whilst the SaaS Pro plan is definitely recommended if you really want maximise profits and have full control over everything, you can create a very profitable business on the $297 plan.
This is strictly a head-to-head comparison. Many people sell these platforms as part of other services, as a bundle with other products/services which is all fine to do. This is purely selling the platform as a standalone product.
Comparison #1 - 10 subscribers
Starting with 10 paid subscribers per month:
Revenue
You would bill your subscribers $143 x 10 = $1430 (both AC and GHL).
Costs
ActiveCampaign - $1072.50 ($1430 - 25%).
GoHighLevel - $450 AU approx ($297 Unlimited Plan).
Total Profit
ActiveCampaign = $357.50
GoHighLevel = $980
As you can see, even with just 10 paying subscribers, you are making more than twice as much profit with GoHighLevel.
And as you continue to scale, the gap gets bigger.
Comparison #2 - 25 subscribers
If you now had 25 subscribers paying @$143 per month.
Revenue
You would bill your subscribers $143 x 25 = $3,575 (both AC and GHL).
Costs
ActiveCampaign - $2,323.75 ($3,575 - 35%).
GoHighLevel - $450 AU approx ($297 Unlimited Plan).
Total Profit
ActiveCampaign = $1,251.25
GoHighLevel = $3,125
Got your attention now?!
Comparison #3 - 50 subscribers
And just for fun, what if we had 50 subscribers paying @$143 per month.
Revenue
You would bill your subscribers $143 x 50 = $7,150 (both AC and GHL).
Costs
ActiveCampaign - $3,932.50 ($7,150 - 45%).
GoHighLevel - $450 AU approx ($297 Unlimited Plan).
Total Profit
ActiveCampaign = $3,217.50
GoHighLevel = $6,700
Our Verdict
Based on achieving the most profit, HighLevel wins hands down. Even with the 45% discount tier achieved with ActiveCampaign, it simply doesn’t stack up compared to the GoHighLevel model.
You can of course charge your ActiveCampaign customers higher prices for their subscription to off-set the cost to AC and gain ground on the profit you'd be making with GHL. However by doing so, it could then price those customers out of your market. ActiveCampaign is already quite expensive these days and once your customers grow their databases and require higher contact tiers, you'd need to be charging them hundreds of dollars just so you can still make a decent profit.
For us, it was a no-brainer to choose GoHighLevel as ourwhite label platform. Not only is it a better platform than ActiveCampaign nowadays, but the business model simply allows you to scale as much as you want. And once you move up to the $497 per month plan, then the fun REALLY begins!
