Can my sub agents get their own branded login on my portal so their customers never see my agency name?

Yes, this is normally possible, and it is one of the more popular ways agencies grow with a white label portal. Instead of every sub agent logging into something that carries your branding, each one can be set up with their own look, their own logo and their own portal address, so the travellers they deal with only ever see the sub agent's name. Behind the scenes it is still your portal, your supplier connections and your account.

In practice you stay the account holder and keep control of the things that matter to you. You decide which suppliers each sub agent can sell, what your own margin is, and what they are allowed to do. The sub agent then adds their own markup on top of the rate you give them, and their customer sees only the final price. Every booking made through those branded logins still lands in your back office, so you can see the whole picture in one place.

There are limits worth knowing about. How many separate sub brands you can run, and whether each can sit on its own domain name, usually depends on the plan you are on, and putting a sub agent on their own domain means they have to point that domain to the portal first. Some suppliers also insist that their own terms or name appear somewhere on booking documents, so a small amount of wording may not be removable. Who collects the customer's money also depends on how your payment setup is arranged.

If this is the direction you want to go, ask us how many branded sub agent logins your plan covers and whether their vouchers and invoices can carry their own logo rather than yours.