Agency white-label brief
The brief an agency hands its white-label AI partner before the first scoping call. It answers the questions the partner would otherwise have to ask your client, settles who keeps what, and lists the contract terms to confirm.
Free to use and adapt. No email needed. Opens in Word, Google Docs and Pages.
Everything in the file, readable here.
For agencies briefing a white-label AI partner. It answers the questions the partner would otherwise have to ask your client, which they shouldn't, and settles who keeps what before the first project.
The client
- The client and their business, in a paragraph
- To fill in
- The request, in the client's words
- To fill in
- What we think they actually need
- To fill in
The users and the moment
- Who would use it
- To fill in
- The moment in their day it would matter
- To fill in
What exists already
- Site or product
- To fill in
- Systems it would connect to
- To fill in
- Data the client holds
- To fill in
Brand and taste
- What it must look and sound like
- To fill in
- Who on our side decides
- To fill in
Constraints
- Timing
- To fill in
- Budget range
- To fill in
- Where data may be stored
- To fill in
- Anything regulated
- To fill in
What the client must never see
- The partner's name
- The partner's tools and channels
- The partner's invoices
Who keeps what
| Stays with the agency | Moves to the partner |
|---|---|
| The client relationship and every conversation | Product decisions: where a model helps, where rules will do |
| The brief | The architecture, the build and the tests |
| Taste: brand, look, voice | The evaluation that proves it works |
| Commercial terms with the client | The technical handover, into the client's accounts |
Contract terms to confirm
- Non-solicitation, during the project and after it
- The work and its IP transfer on payment
- Code and data in the client's accounts from the first day
- We can stop at any milestone and pay only for completed milestones
- The partner doesn't show the client's work without permission
Four things that make it work.
Write it before the scoping call
A brief written after the quote is a justification; one written before is a question the partner can answer.
Separate the request from the need
Put the client's words and what you think they need side by side.
Settle who keeps what
Agree the line before the first project, not during it.
Confirm the contract terms
Non-solicitation, ownership, data location, stopping rights and confidentiality, in writing.
Read with it: Working with a white-label AI partner and White-label AI product work for agencies, and Decide · Design · Ship.
Published 28 September 2026. Free to use and adapt.