How much should I charge reselling a CRM?
Work up from your wholesale cost and the service you deliver, not down from a multiple. The margin comes from the service, not the software markup.
The short answer
- Your floor is the wholesale platform cost per client. GoHighLevel lists $97 to $497 a month for an agency account as of September 2026. SalesCrew is $299 to $1,200 a month per client instance.
- A reseller platform charges you once and lets you serve many clients. Your cost per client falls as you add clients, while the service work per client does not. Price the service per client rather than the software.
- The margin in CRM reselling comes from the service layer: setup, configuration and management. Not from marking up the software license itself. A bare markup with no service attached is a harder sell and a thinner margin.
- Metered costs the agency passes through, such as AI usage, SMS and calling minutes, need to be billed to the client or built into the retail price with a real ceiling. Otherwise they quietly erase the margin on a flat monthly fee.
Price the service, not the software markup
There is no published industry multiple to copy. A number pulled from a blog post is not a pricing model. The two ends of the range are set by real constraints instead. Your floor is what the client costs you: the platform fee for that client, plus the metered usage they run, plus the hours you spend on them. Your ceiling is what the client could otherwise do, which is buy a CRM directly and pay someone part-time to run it.
Between those two, the number moves with how much service is bundled in. An agency that hands over a configured account and checks in monthly sits near the floor. An agency that writes the cadences, watches deliverability weekly, keeps the pipeline clean and reports on results sits far above it. The client is paying for a role rather than a software license. Work out the hours first, then the price.
What a reseller platform costs wholesale
| Wholesale cost | What is usually included at this level |
|---|---|
| $97/mo (GoHighLevel Starter, as of September 2026) | Three sub-accounts, unlimited users and contacts, snapshots for cloning a setup |
| $297/mo (GoHighLevel Unlimited, as of September 2026) | Unlimited sub-accounts, phone and email rebilling at cost, the branded desktop app on your own domain |
| $497/mo (GoHighLevel Agency Pro, as of September 2026) | Everything above plus SaaS mode, which is what lets you resell the platform under your own brand |
| $299 to $1,200/mo (SalesCrew, per client instance) | One instance per client, unlimited seats; the retail price and what you bundle is your own decision, and partner or wholesale billing is on the roadmap |
Figures checked on vendor pricing pages, September 2026. Disclosure: SalesCrew is our product.
What to work out before setting your price
Start with the wholesale cost per client, including anything metered a typical client uses in a normal month, not only the base subscription. Then decide how much of the service layer, setup, ongoing cadence management, reporting, you are bundling into the flat fee versus charging as a separate line item. The multiple you land on should reflect that service, not a round number that feels competitive.
Then handle metered costs deliberately. If AI usage, SMS or calling minutes are billed to the agency by the vendor and passed to the client at a flat rate with no cap, one heavy client can erase the margin from several quiet ones. A usage cap with a clear overage rate, or a direct pass-through, protects the margin better than absorbing it silently.
Disclosure: SalesCrew is our product. Pricing runs per client instance, from $299 to $1,200 a month depending on tier, with unlimited seats and no per-user surcharge. Metered costs, currently AI model calls, are capped with a fair-use allowance per tier and a hard stop at 100% for AI usage only. That gives an agency a known ceiling to price around rather than an open-ended bill. Wholesale or partner pricing across several instances is on the roadmap. Today each instance is billed on its own at the published tier price.
Unmetered pass-through costs eat the margin first
Questions
- What is actually being sold for that markup, if not only the software?
- Setup, configuration, ongoing management and support. A client paying $1,000 a month is rarely paying for software that costs the agency $300. They are paying for someone to configure the pipeline, write the cadences, watch deliverability and answer questions when something breaks.
- Should metered costs like AI or SMS be built into the flat retail price?
- Usually not as a flat include with no ceiling. Usage varies a lot between clients, and a heavy month can erase the margin on a flat price. Many agencies either pass metered costs through directly or set a retail price with a usage cap and a clear overage rate.
- Does the markup change if the agency runs one shared account for all clients versus one account per client?
- It can. A shared account spreads infrastructure cost across every client, which can support a lower markup. A dedicated account per client costs the agency more per client to run. That is usually reflected in a higher retail price or a service fee on top of the software cost.