Podcast Summary: The Side Hustle Show – “Reselling Software: Don’t Start a SaaS — White Label Someone Else’s Instead (Greatest Hits)”

Host: Nick Loper
Guest: Chris Leane, Founder of ReputationIgniter/Ignite Reviews
Date: December 11, 2025

Overview

In this episode, Nick Loper explores the lucrative world of reselling software as a service (SaaS) through white labeling—which allows entrepreneurs to brand, market, and sell existing software as their own, avoiding hefty startup costs and development headaches. Guest Chris Leane, a former engineer turned agency owner, shares how he built a multi six-figure, lifestyle-friendly business by white labeling reputation management tools for small businesses. The conversation is rich with actionable strategies, pitfalls to avoid, pricing structures, and practical insights for those considering this side hustle.

Key Discussion Points & Insights

1. White Label SaaS: The Business Model

• Definition & Benefits: Nick explains white labeling as “putting your brand, sales and customer support on top of a software product that already exists.”
  • Key benefits: Recurring revenue, strong margins, no upfront dev costs, fast speed to market ([00:06]).
• Chris frames the model as “playing matchmaker: finding a common problem and pairing it with an existing solution” ([00:17]).

2. Chris’s Backstory and The Power of Niching Down

• Chris started in general digital marketing but realized, with his wife's guidance, that he needed a simpler, more commodity-driven offering ([01:37]).
• Quote:
  • “You just need something that’s a little bit easier to wrap your head around and sell, so people can sink their teeth into it.” – Chris ([01:54]).
• The decision to niche down led to Ignite Reviews: reputation management software for local service businesses (“more reviews, more customers”) ([02:19], [02:57]).

3. Transitioning from Service Agency to Productized Offering

• Chris pivoted from labor-intensive services to focus on recurring revenue by offering a straightforward, high-value product ([05:25]).
• Lower pricing ($97/mo vs. $1,500 proposals) made sign-ups and referrals much easier ([05:25]-[06:30]).

4. How to Find White Label Software and Niche Opportunities

• Leverage your own experience or recurring client pain points to spot software gaps ([06:54]).
  • “There is probably something that people need that’s actually out there… it’s just, can you bring it to market fast enough?” – Chris ([07:28]).
• Sources to find white label products: online directories, e.g. thatcompany.com or “white label marketplace” ([07:57]). Start with the pain/problem, then find a solution.

5. Pricing, Margins, and Working with Software Vendors

• Common wholesale: Purchase ‘seats’ (licenses) in bulk at around $40/seat; discounts as you scale, then resell at $97–$300/mo ([10:00]).
  • Typical client billing: $97–$300+/mo (“more robust solutions cost more”).
• Real-world example: An ENT doctor paid $300/mo and saw rapid ROI ([10:56]).
• Watch for platform buyouts which may change pricing; good relationships can help you negotiate better deals ([13:07]).

6. Customer Retention and Value Addition

• Focus on building relationships: Avoid contracts—month-to-month is attractive and low pressure ([17:46]).
  • Quote: “My goal is to make you so delighted with the results… that you look at your bill and laugh, ‘I can’t believe that’s all I pay this guy’.” – Chris ([17:59])
• Clients pay more for done-for-you expertise, integration, and support—even if the backend software is available cheaper direct ([14:19], [21:03]).

7. Handling Product Changes, Customer Trust, and Support

• Be transparent with customers during outages or changes: “The engineers have this for action… I apologize it’s not working…” ([20:00]).
• Become a ‘power user’ of your platform—gives you more influence on product development ([21:13]).

8. Acquiring Customers: Cold Calling to Referrals

• Early days: Cold calling service providers, offering value-first interviews, then introducing reputation management as a solution ([22:18]-[23:06]).
  • Tactic: “I wanted to interview them for xyz… then after, I’d say, what’s your strategy for getting more reviews?” ([23:06])
• Now, most growth comes from introductions and referrals—much more effective than cold methods ([25:10]).
  • “Don’t ask for referrals, ask for introductions.” – Chris ([25:15])
  • Systematize introductions by providing ongoing value and being top of mind.

9. Location-Independent, Scalable Lifestyle Business

• SaaS model enables nationwide client base and digital delivery ([28:06]).
  • “Most of the relationships I’ve built, people haven’t even seen me.” ([28:45])
• Enjoys “multiple six figures” in revenue, “extremely healthy” margins, and can run the business in 5–10 hours/week ([29:40], [35:17]).
• “Lifestyle was much better… I could do it when I wanted… now I probably work 5–10 hours a week.” – Chris ([35:17])

10. Business Metrics & Growth

• Focus on Monthly Recurring Revenue (MRR) as the core metric, with very low churn ([30:39]).
• Prefers month-to-month billing for predictable MRR and less administrative headache ([31:14]).

11. Pricing Tiers and Feature Offerings

• Higher tiers driven by costly integrations (e.g., medical EHR systems: +$50/mo), advanced features (multi-channel inbox, payments, appointment booking, benchmarking, etc.) ([32:00]).
• “Keep it simple: reviews first, then introduce new features to avoid client overwhelm.” ([33:43])

12. Lifestyle and Workflow

• Initial years: 60–70 hour weeks; now: 5–10 low-stress hours, family time prioritized, business supports personal goals ([35:17]).
• Quote: “Your why doesn’t have to be big… sometimes you just want to get a good nap in.” – Chris ([37:44])

13. Biggest Lessons Learned and Advice

• Seek successful mentors early to avoid wasted years on busy work; focus relentlessly on ROI ([39:14]).
  • “Is this helping me move forward, or just causing me to think I’m moving forward?” ([39:20])
• Quote: “Find somebody who’s gone before you and do whatever you need to do to earn their mentorship and their guidance, because it will cut years off of your learning curve.” – Chris ([41:44])

Notable Quotes & Memorable Moments

• “The rat race doesn't need any more rats.” – Nick Loper ([00:06])
• “I just wanted to be able to nap on a horizontal surface… your why doesn't have to be big.” – Chris ([37:44])
• “Don’t ask for referrals, ask for introductions.” – Chris ([25:15])
• “My goal is to make you so delighted with the results… You look at your bill and laugh.” – Chris ([17:59])
• “Is this helping me move forward, or just causing me to think I’m moving forward?” – Chris ([39:20])
• “Find somebody who's gone before you and do whatever you need to do to earn their mentorship.” – Chris ([41:44])

Important Timestamps

• [00:06] – Introduction to white label SaaS model
• [01:37] – Chris’s pivot from broad digital marketing to niche reputation management
• [05:25] – Moving from time-intensive service to scalable product offering
• [06:54] – How to find white label SaaS to resell
• [09:35] – Cost, pricing, and example client stories
• [13:07] – Handling software transitions and platform buyouts
• [17:46] – No-contract, value-focused selling, justifying markups
• [21:03] – Managing support and customer expectations
• [22:18] – Cold calling origin story, early traction
• [25:15] – Systemizing and reframing referrals as introductions
• [28:06] – Location independence and digital expansion
• [29:40] – Business size, revenue, and growth rates
• [35:17] – Day-to-day life, time commitment, and lifestyle perks
• [39:14] – Greatest lessons and advice for aspiring entrepreneurs
• [41:44] – Chris’s number one tip for Side Hustle Nation

Final Takeaways

• White labeling SaaS is a low-risk, high-margin avenue for recurring revenue without the need for software development.
• Niche down and make your offering simple and easy to understand—this accelerates clarity, referrals, and growth.
• Start by identifying pain points you know well, search for existing white label solutions, and focus on relationship building.
• Build real expertise and support systems—customers pay for peace of mind and results, not just the tool.
• Stay adaptable, maintain strong vendor relationships, and always keep learning from those ahead of you.
• Leverage introductions (not just referrals) and content-based networking to stand out in sales and prospecting.
• With the right systems and focus, this business lends itself to location independence and flexible work hours.

Listener bonus: Chris and Nick reference a downloadable bonus of “20 software and service niches with corresponding white label tools” at sidehustlenation.com/whitelabel.

For more actionable side hustle ideas and resources, visit Side Hustle Nation or Ignite Reviews.