SaaS vs. SWaS: Which HighLevel Model Actually Works Best for Agencies?

Let’s be real: building an agency is hard. You’re juggling clients, managing workflows, fixing tech headaches, and somehow trying to scale without burning out.

And here’s the kicker, your business model matters way more than you think. 

I’ve seen too many agency owners spin their wheels for years because they’re building on the wrong foundation.

That’s where the whole SaaS vs. SWaS debate comes in. 

Should you just sell the software (SaaS)? Or should you sell the software plus services like consulting, marketing, or coaching (SWaS)?

Here’s how I think about it 👇

SaaS: Selling Just the Software

This is the “pure” model. You package HighLevel (or white-label it) and sell it like software. No add-ons, no hand-holding, just the tool.

✅ Why it works:

• Scales beautifully (low touch, recurring revenue).
  
• Your margins are juicy once you hit volume.
  
• It’s attractive to entrepreneurs who like simplicity.

⚠️ Where it gets tricky:

• Super competitive.
  
• Churn is real, if customers don’t use it, they leave.
  
• You’ll need killer onboarding and customer success systems in place.

SWaS: Software With a Service

This is where you combine HighLevel with something more personal: maybe you’re running the ads, managing funnels, or coaching businesses on strategy.

✅ Why it works:

• Stickier clients (they need you as much as the software).
  
• Higher prices, you’re selling transformation, not just a tool.
  
• You build deep trust and long-term relationships.

⚠️ Where it gets tricky:

• It’s harder to scale (people = bottlenecks).
  
• Your time can get eaten alive if you don’t set boundaries.
  
• If you try to do everything for everyone, you’ll burn out fast.

The Hybrid Model

Here’s the truth: most agency owners thrive somewhere in the middle. Start with a niche SaaS offering, solve one specific problem for one specific type of client. 

Then layer in optional services for the ones who want more help.

Think of it like this:

⭐ SaaS = The foundation.
⭐ Services = The upgrades.

This way you’re not trapped running a service-heavy business that eats your time, but you’re also not leaving money on the table by being “just another software provider.”

At the end of the day, HighLevel gives you the flexibility to do both. The magic is in how you position yourself.

Final Thoughts

I’ll be honest, this is the part that gets me fired up. Too many agency owners waste months (or years) second-guessing themselves instead of just picking a lane and running with it.

Don’t overthink it. Pick a niche. Solve a problem. Keep it simple.

That’s how you scale without losing your sanity.

👉 And if you want to shortcut the headaches and get real support for building smarter with HighLevel, check out hlprotools.com.

🌟 Cool Free Thing 🌟

Before you can help businesses with your service, you need to establish trust. 

The quickest way to earn trust? ⭐️ Testimonials.

In the spirit of free stuff, I want to give you my team’s Testimonial Workflow. This process makes gathering, editing, and organizing testimonials stupid simple.

➡️ Get the walkthrough