Devexperts sells DXtrade as a platform a firm brands as its own, screen by screen, before a single client ever sees a login page. MetaTrader and cTrader do not work that way. A firm gets its own server inside the shared app, its name and logo shown to traders who picked it from a list, but the app itself still says MetaTrader or cTrader on the splash screen. Both are common in this industry. Only one of them is actually a white label trading platform, and mixing the two up leads firms to pay for branding work they did not need, or to skip branding they actually wanted.
This guide separates the two models, names the real white-label options, and covers what a firm still has to build around either one.
White label vs the broker-server model
A true white-label trading platform ships with the firm's own name on the app itself: the icon in the app store, the splash screen, the terminal chrome. The firm's developer account, or the vendor's on the firm's behalf, publishes it. DXtrade and Match-Trader are sold this way.
MetaTrader 4, MetaTrader 5, cTrader and eTrader use a different, older structure: one shared app, published once by the platform maker, with every firm's server listed inside it by name. A trader installs MetaTrader 5 and picks "BrokerName-Live" the same way they would pick any other broker's server. Most brokers and prop firms on MetaTrader and cTrader do not publish an app of their own, and the same is true on eTrader. That is the standard setup on those platforms, not a missing feature.
1. DXtrade
Devexperts sells DXtrade as a white-label platform the firm brands as its own. It is one of the platforms firms turned to during the 2024 wave of MetaQuotes licensing changes, precisely because a firm can put its own name on the terminal. A firm still adds its own CRM, liquidity connection and payment stack around it.
2. Match-Trader
Match-Trade Technologies sells Match-Trader as white-label web and mobile apps, packaged with a client office (CRM), payments and prop firm tools in one B2B deal. For a firm that wants a single vendor for the platform and the back office together, it is the closest thing to an all-in-one white label.
| Platform | Made by | What is white-labelled | What still is not |
|---|---|---|---|
| DXtrade | Devexperts | App name, icon, terminal branding | CRM, liquidity, payments, KYC |
| Match-Trader | Match-Trade Technologies | App branding, sold with a client office | Liquidity, KYC, third-party payment approval |
Those are the two platforms in this comparison series we can verify are sold as a true white label, branded app included. We would rather list two accurately than pad the list with platforms that do not actually work that way.
When you do not need a white label at all
A rebranded app matters most to a firm that expects traders to search an app store for its name specifically. Plenty of firms do not need that. MetaTrader, cTrader and eTrader all put the firm's own name and logo inside the app, on its own server, with its own instruments, spreads and leverage, visible to no other firm. The trader still finds the firm by name, just inside a shared app rather than one with the firm's icon on the home screen.
eTrader follows that broker-server model, and is explicit that it is not white-labelled: what the firm brands is its server name and logo inside eTrader, plus its client portal, storefront, website and emails, all on the firm's own domain. In exchange, the firm skips the app-store side of the job entirely. There is no Apple or Google developer account to open, no financial app declaration to file, no store review to wait on, and every update reaches every trader the day it ships. eTrader is hosted in the cloud by SGHK and managed by the firm, with the price feed, dealing desk, MAM / PAMM and copytrading already built in, so a firm skips both the app-store work and a chunk of the vendor assembly a white-label platform still leaves behind.
A firm choosing between the two models should ask a plain question first: do our clients need to see our name on the app icon itself, or is it enough that they see it the moment they open the app and pick us from the list? Firms selling heavily on their own brand recognition, especially prop firms running a public challenge storefront, often want the first. Firms that care more about traders finding the platform easy to use from day one often do fine with the second.
What a firm still builds either way
Neither model hands a firm a finished business. On DXtrade and Match-Trader, branding is solved but a firm still needs a CRM, a liquidity connection or price feed, a KYC provider and a payment processor, unless it buys those from the same vendor as part of a bundle. On MetaTrader and cTrader, a firm typically adds a bridge, a CRM, a feed and risk plugins from separate vendors. eTrader bundles the price feed, dealing desk, MAM / PAMM, copytrading and the CRM API in one platform, and SGHK's Broker CRM and Prop Firm CRM connect to it and to MetaTrader 4, MetaTrader 5, cTrader, DXtrade, NinjaTrader, Match-Trader and TradeLocker as well, so a firm is not locked into one platform's own ecosystem for its back office.
Test whichever route looks right with a real demo before committing. Ask what happens to your data if you switch vendors later, how fast an update reaches your traders, and who is responsible when the app itself needs a store review. Our MetaTrader alternatives guide covers the platform choice in more depth if branding is not your main constraint.
"A rebranded app is a real asset for some firms and dead weight for others. Know which one you are before you pay for it."
— The SGHK Team
Key Takeaways
- A true white label puts the firm's own name on the app itself: DXtrade and Match-Trader work this way.
- MetaTrader, cTrader and eTrader use a broker-server model instead: one shared app, the firm's own server inside it, no app-store work for the firm.
- eTrader is explicitly not white-labelled: the firm's brand runs on its server name and logo, its client portal, storefront, website and emails.
- Either model still needs a CRM, a liquidity connection and a payment stack, unless the platform bundles them.
Frequently Asked Questions
What counts as a true white-label trading platform?
One where the firm's own name and icon appear on the app itself, published under the firm's developer account or the vendor's on its behalf. DXtrade, from Devexperts, and Match-Trader, from Match-Trade Technologies, both work this way.
Is eTrader a white-label platform?
No. eTrader is explicit about this: it is not white-labelled. Each firm gets its own server inside eTrader, shown with its own name and logo, while the client portal, storefront, website and emails carry the firm's brand on its own domain.
Is MetaTrader or cTrader white label?
Not in the app-branding sense. Traders install MetaTrader or cTrader and pick the firm's server from a list, the same way they would on eTrader. Most brokers and prop firms on these platforms do not publish their own app.
Does a white-label platform include the CRM and liquidity?
Only if the vendor bundles them. Match-Trader is sold with a client office (CRM), payments and prop firm tools together. DXtrade is sold as the platform itself, with a firm adding its own CRM and liquidity connection separately.
Which model is cheaper to run?
Pricing is quoted per vendor and per firm on a call in every case, including eTrader's. The real cost difference is in what a firm assembles itself afterward, not the branding model alone.
About SGHK
SGHK is a FinTech company that designs and builds its own software for the trading industry: the eTrader trading platform, Launch your Broker and Launch your Prop Firm. Every product is written, hosted and supported in-house and licensed to trading firms, with the CRMs branded to them, all hosted by us in the cloud, managed by each firm and built to scale across clustered servers as our clients grow. Everything is encrypted, and each firm is the only one with access to its data and its clients' data.