About
Who's Behind WhiteLabelCRM.com
WhiteLabelCRM.com is the white label program from AllClients — the first CRM company to offer a white label CRM, back in 2009. We're founder-owned and run by the two people who built the platform: me, Jeff Shamus, and my partner Todd Binder.
When you book a Fit Call, you talk to me — not a sales rep, not a junior account exec. The people who run AllClients are the people you'll actually work with.
— Jeff Shamus, Co-founder
01 — Our story
You're Not Our First Rodeo — or Our Hundredth
When you white label a CRM, you're putting your name on our product and betting your reputation on us. So the real question isn't just whether we know what we're doing — it's whether you're comfortable hitching your wagon to the people who built it. Here's who we are: Todd and I have been building easy-to-use software for non-technical people since the 1990s — long before we ever called it white label.
It's a conviction we earned the hard way. Our first company, HealthPro, built medical software back in 1991 for people who'd often never touched a computer before. That's where I learned the thing I've never let go of: if the software isn't genuinely easy, it doesn't get used — and no amount of features makes up for it.
We grew that company from my garage in Windsor, California to over a hundred people, and sold it to WebMD in 2000. We started AllClients in 2004, became the first company to white label a CRM in 2009, and we've been the original ever since. Three decades building software together, two founders, one obsession: software your customers will actually use.
02 — What we believe
Adoption Is the Whole Game
We've watched non-technical business owners struggle with overbuilt software for thirty years, and it's shaped a few convictions we don't bend on:
It doesn't matter how many features a CRM has if it's too complicated and your customer never embraces it. The true test of a CRM isn't its feature list — it's whether the person actually uses it. You can have every capability in the world, but if your customer doesn't use it and make it part of how they work, the software has failed them — and it's made you look bad in the process.
And if someone can't figure out how to use our software, that's our fault to fix — not the customer's, and not yours. Keeping it simple enough to actually get used is our job, so adoption never lands on your shoulders.
That's why we built the opposite of an everything-platform — on purpose. Powerful where it counts, simple everywhere else, so the real estate agent or salon owner or plumber you serve actually adopts it.
03 — How we work
Small on Purpose
We're small, and we like it that way. When I started AllClients, my one condition was that we'd never grow into a big company again — running a hundred-person shop buried me in meetings and pulled me away from the work I actually love, which is listening to customers and designing the product. So we stayed a boutique on purpose.
What that means for you is real:
We move fast, with no red tape
There's no long approval chain, and no roadmap we treat as scripture. We keep ours loose on purpose and build for what matters right now — when Todd comes up with a great idea, he shares it, we both get excited, and we go build it. That same responsiveness extends to our partners: when you're growing with us, you get a real say in what we build next. Helping a good partner win is simply good business for us.
We build from the customer, never the competitor
In thirty years, we've never built a feature just because a competitor had it. We start from what our customers and partners actually need, and we design it the way we'd want to use it ourselves — thinking independently about the best way to do something, then building it that way. It's why people often tell us the product feels intuitive, and sometimes unlike anything they've seen: “I've never seen it done this way.” That's what comes from designing for the customer instead of copying everyone else.
The people
Jeff & Todd
Jeff Shamus
Co-founder
I run the customer and product side — figuring out what the CRM should be and making sure it stays simple. I'm also the person on the other end of your Fit Call.
Todd Binder
Co-founder
Todd builds it. We hired him at HealthPro as a self-taught seventeen-year-old working at the local movie theater — he became the developer the others came to when something was "impossible." Thirty years later, he still is.
04 — Why it matters
Why Thirty Years Matters When You're Choosing a Partner
When you white label a CRM, you're betting your brand on a platform staying solid and a company staying around. So this part is fair to ask about.
A CRM that's both simple and powerful is deceptively hard to build. Anyone can build a powerful one — it just ends up clunky. Anyone can build a simple one — it ends up underpowered. Getting both at once is the hard part, and it's why so many tools have come and gone, clunky products from companies that didn't survive.
The subtle things that make a CRM feel effortless never show up in a spec; they're learned over years. Ours has been in real use, refined, and hardened for two decades. That's not something anyone spins up in a quarter.
And the platform isn't going anywhere. It's profitable, founder-run, and built to last — a tool you can put your name on without wondering whether it'll still be here. We've been doing this since 2009, and we're just getting better at it.
What Dean Jackson says
Dean Jackson (left) & Jeff Shamus
"I've known Jeff for years, and I white label his CRM in one of my businesses. The whole point of what I teach on I Love Marketing and More Cheese Less Whiskers is that you keep clients for life by giving them the tools to actually use what you've taught them — and that's exactly what Jeff has built. I know of no one better than Jeff Shamus to walk you through doing it right."
See If Your Business Is a Fit
If you already serve customers and want to offer them a branded CRM they'll actually use, let's talk. You'll get twenty minutes with me, and an honest answer either way.