A white label prop firm is a prop firm that trades under your name while a partner supplies the parts that are hard to build: capital, the evaluation technology, the risk team and trader support. You own the brand and the audience. The partner runs the machinery behind it.
That is the short answer. The rest of this article covers who does what, how the money moves, and the cases where a white label prop firm is the wrong choice.
What "white label" means in a prop firm
The term comes from retail. One company makes a product, another puts its own label on it and sells it. In prop trading, the "product" is the whole firm: the challenge accounts, the checkout, the trader dashboard, the rules engine, the payout process and the money that backs funded traders.
With a white label setup, your traders see your firm. They buy a challenge on yourfirm.com, log in to a dashboard with your logo and talk to support that answers in your name. The partner sits behind the counter.
Some providers sell only software. You get a platform and a dashboard, then you find capital, risk staff and support yourself. Others, like Lvlup One, supply the full stack including the capital that pays funded traders. Those are very different deals, so always ask which one you are being offered.
Who does what
The cleanest way to understand a white label prop firm is to split the work. Here is how it divides with Lvlup One.
Job | You | Lvlup One |
|---|---|---|
Brand and audience | Yes |
|
Rules: account sizes, drawdown, targets, pricing | You design them | Risk team reviews and signs off |
Evaluation, checkout, trader dashboard |
| Built for you |
Capital for funded traders |
| Lvlup capital |
Paying trader payouts | Never | Every one |
Risk monitoring |
| Risk team |
Trader support |
| Our team |
Website | You edit it | Website builder supplied |
Marketing your firm | Yes | Email marketing and a paid ads partner |
Your side of the table is short on purpose. Your job is the thing nobody else can do: talk to people who already trust you about trading.
The full list of what the partner side covers is on what's included.
How the money flows
Money is where white label deals differ most, so slow down here.
A trader pays your firm for a challenge. If they pass, they get a funded account. If they hit a profit target on that funded account, they are owed a payout. In a firm you build yourself, that payout comes from your bank account. A good month for your traders can be a bad month for you.
In a white label prop firm backed by a capital partner, the payout comes from the partner. With Lvlup One, Lvlup capital pays every trader payout. You never pay one, on any account, for the length of the partnership.
Your share
You earn a share of the firm's profit. With Lvlup One, that starts at 40%. Creators can be invited to 50%, then 60%+ over time. You also keep earning when a trader moves on to a live account.
Creator payouts land every 30 days, in crypto or by bank transfer, with no minimum.
What that adds up to depends on your audience, your pricing and how your traders perform. Nobody can promise a number. You can model your own with the revenue calculator, using your real audience size rather than a guess.
What to watch for in other deals
When you compare providers, look at who carries payout risk. A deal that sounds generous on profit share can still leave you funding every payout. A smaller share with no payout exposure is a different kind of business, closer to a licence than a gamble.
How a launch works
A white label launch is mostly a sequence of decisions, then a build you do not have to do.
With Lvlup One it runs like this, over about 2 weeks:
- Kick-off call, where you talk through your audience and the firm you want.
- Risk team review of the rules you design.
- We build the evaluation, admin portal and website.
- Walkthrough, so you know your admin portal and your firm before traders do.
- Live.
The how it works page walks through each step. The point to take away: your time goes into rules and launch content, not vendor calls.
Markets you can offer
Futures (CME products such as ES and NQ) run on Tickblaze, DXtrade and Rithmic and are live now. Forex, CFDs and crypto are available on DXtrade, Match-Trader and cTrader. Stocks are available as single-session and swing equities challenges, plus stock CFDs on MT5 and DXtrade. Perpetuals are coming soon, waitlist only.
Pick the market your audience already trades. A futures streamer selling a forex challenge is fighting their own content.
Who a white label prop firm suits
It suits creators whose real asset is an audience that trades. That covers YouTubers whose comments keep asking which firm to use, streamers who trade live with their chat, educators with students who need a next step, signal groups with daily active members, and IBs who are tired of one-off commissions.
It also suits people who want to keep their focus on content. You keep making videos, running streams or teaching. The firm runs alongside that.
Who it does not suit
Be honest with yourself here.
- If you have no trading audience yet, a white label prop firm will not create one. Build the audience first.
- If you want to own every system and carry all of the risk for all of the profit, you want to build in-house. That is a real option with a very different shape, covered in build vs white label.
- If you want to write rules that make it nearly impossible to pass, a partner with a risk team will push back. Ours reviews every rule set.
- If you want a quick flip, a two-year partnership is the wrong frame.
Regulation also varies by country. Before you sell anything, check with a lawyer in your country about how a prop firm under your name is treated where you and your traders live.
Own brand or co-branded
White label usually means your brand only. Lvlup One offers that as Lvlup Crown: your name on the website, checkout and dashboard, with Lvlup out of sight.
There is a second model, Lvlup X, which is co-branded as "Lvlup × Your Brand". Your name sits next to one traders already recognise, which helps a new firm earn trust faster. The capital, risk team, support and profit share terms are the same on both.
Crown tends to fit creators whose own name already sells. Lvlup X tends to fit creators who want that extra trust on day one. Compare them side by side on the plans page, or read more about Lvlup Crown.
What to ask any white label provider
Before you sign anything, get written answers to these:
- Who pays funded trader payouts, and is that in the contract?
- What share of profit do I keep, and how does it grow?
- Who designs the rules, and who can change them?
- Which markets and platforms are live today, and which are "coming soon"?
- Who answers my traders, and in whose name?
- How long is the partnership, and what happens if I need to pause?
Good providers answer these quickly and plainly. Vague answers on payouts are the one to walk away from.
Also ask how they choose partners. A provider that accepts everyone has to protect itself somewhere, usually in the fine print. Lvlup One is selective, and a person reads every application.
Is a white label prop firm right for you?
If you have an audience that trades, want your own firm and do not want to fund payouts or build technology, a white label prop firm is the shortest route. You design the rules, bring the traders and earn a share, while the partner carries the capital and the operations.
Start by picking a model on the plans page. When you are ready, apply to launch your firm. A real person reads every application.