Whitelabel marketing portal

In progress

current role

An enterprise whitelabel of the marketplace — six live customer instances, each with its own SSO and full corporate identity, plus selective custom code where the base platform doesn't fit.

Six live customer-tailored portals running on roughly half the codebase of the main marketplace. The remaining half is per-customer: full CI / branding, individual SSO integrations, and bespoke functionality where the base platform doesn't cover the customer's workflow.

Context

Enterprise customers wanted the marketplace's planning and fulfilment capabilities under their own brand, with their own login flow, look and feel — not as a generic SaaS tenant but as a portal that genuinely feels like their own product. The whitelabel variant takes the underlying platform and exposes it as a deeply customisable per-customer portal.

What I built

Technical lead for the whitelabel platform alongside the main marketplace.
Architecting the boundary between shared engineering (~50% of the codebase) and per-customer layers — branding / CI, SSO integration, and selective bespoke functionality.
Integrating each customer's own identity provider — SSO flows look and feel native to the customer environment, not bolted-on.
Six live customer instances in production.

Outcome

Six revenue-generating customer portals on a shared engineering platform. The 50/50 codebase split between shared and per-customer code has held up as a maintainable boundary even as the customer count grew.

Architecture

Same target stack as the main marketplace (Angular + .NET 8 REST API on Azure). Per-customer overlay adds: a theming layer for full CI customisation, a pluggable SSO integration layer (one customer = one identity provider), and a per-customer module slot for bespoke code where the shared platform doesn't fit. Roughly 50% shared / 50% customer-specific by line count.

Stack

C# / .NET 8
Angular
Azure
OIDC / SSO
Multi-tenant
Theming