White-Label Branding

The problem

You sell IT services under your own name. Then a client resets their password and gets an email from a vendor they have never heard of. They open the portal you told them was yours and find someone else’s logo in the corner. They fill in a satisfaction survey after a call with your engineer and it thanks them on behalf of a company in another country. Every one of those moments is a conversation you have to have, and none of them is about the work you did.

The workaround most tools offer is a logo upload that reaches the login page and nothing else — so the branding holds right up to the point a customer is paying attention.

What Solidlio does about it

Branding resolves through a three-level cascade — platform, then MSP, then organization — merged field by field, so an MSP sets its brand once and every client it manages inherits it, while a client that wants its own colours overrides only the fields it sets. The same resolver runs in the portal, in every email, on the custom-domain login screen and on public token pages like the satisfaction survey, so those surfaces cannot disagree about whose company this is. Which account supplies the MSP level is one shared rule (brandingAccountId), read identically by four services, and it carries the legal identity with it: the company in the header is the company in the CAN-SPAM/CASL footer, or the email does not send branded at all. Removing the “Powered by Solidlio” attribution is a separate entitlement from applying a brand, and it is enforced on every surface that renders it.

Capabilities

Built for MSPs and their clients

A managed client is a separate tenant with its own account, not a folder inside yours. Branding follows that structure: your brand reaches your clients because the cascade says so, not because they are logged into your system.

The rule that makes this safe: entitlement follows the brand. A client account provisioned by an MSP typically sits on a free tier. If attribution were decided by that tier, an MSP paying for white-label would still be attributed on every client portal it created. The flag is read from the account whose brand it actually is.

How it works

1. Set your legal identity — Settings → Sender Identity. Legal name, street address, and at least one of website, email or phone. Branding writes are refused until this is complete, and the refusal names the exact fields missing.
2. Upload your assets — Settings → Branding. Drop in a wide wordmark for light surfaces, optionally a light-ink version for dark ones, a square icon for compact chrome, and a favicon.
3. Pick your colours — one hex each for primary, secondary and accent, or press Suggest colours from logo and let the model read them out of your mark. Each becomes an 11-shade scale; you can override any of the three separately for dark mode.
4. Choose the theme rules — dark-only, light-only, or both with a default; set corner radius and fonts.
5. Save — the portal re-skins immediately, every other open portal re-resolves, and the email brand cache is dropped so the next email carries the new brand rather than waiting out a five-minute TTL.
6. Clients inherit — every organization the account manages resolves your brand on its portal, its email and its survey pages, unless it sets its own.

Compliance and audit

The visual brand and the legal identity are governed differently and deliberately so.

• Visual — logo, colours and display name are gated by the customBranding entitlement. A tenant that has not paid for branding does not get it.
• Compliance — legal name, physical address and a contact point are the CAN-SPAM / CASL sender-identification fields. They render in the footer of every email on every tier. Entitlement never decides whether the footer appears — only which company the whole email names.

The coupling between them is enforced: the level of the cascade that supplies the brand also supplies the footer. An MSP’s logo can never sit above a client’s legal name.

Platform-level branding changes are written to the platform audit log with the acting administrator, the previous state and the new state.

Brand assets are stored private and streamed through an authenticated-at-the-edge proxy path, never as public blob URLs or expiring signed links, so a logo reference embedded in a two-year-old email still resolves.

Editions

Two independent flags. customBranding decides whether a brand may be applied at all; whiteLabel decides only whether the Solidlio attribution is removed from underneath it.

MSP / IT Partner plans

End-customer plans

A refused write returns the upgrade path for the exact feature that blocked it, so the plan gate is a prompt rather than a dead end.

Integrations

• Custom domains — a verified custom domain resolves the tenant’s brand before the login page renders, so the first screen a client sees is already theirs.
• Entra ID and Google SSO — the branded login screen carries the tenant’s configured identity providers.