White label security awareness training costs MSPs between USD $1 and $4 per user per month at standard rates, with most mid-tier platforms landing near $2 — meaning a 50-seat client costs roughly $1,200 to $2,400 per year wholesale. What matters for an MSP is not the sticker price but the resale margin: buy at partner rates, sell under your own brand, and keep delivery cost near zero through automation. Plan on $1-$3 per user per month wholesale, and price the client at $3-$6 to protect margin.
TL;DR
- Standard category MSRP runs $1-$4 per user per month; the midpoint is about $2.
- Hook Security publishes $2/seat/month, with $999/year flat under 50 seats.
- KnowBe4 list pricing runs $2.40-$3.75 per user per month at the 25-50 seat band (3-year term, as of May 2026).
- Per-seat pricing eats margin as clients grow; flat-fee models (e.g. DefendWise at $399/month unlimited) exist as an alternative.
- MSPs should target a 50-100% markup; clients tolerate it — 92% say they will pay up to 25% more for advanced security support (Barracuda, 2025).
Why this matters
Security awareness training is one of the highest-margin services an MSP can attach: the market is heading toward USD $10 billion annually by 2027 (Cybersecurity Ventures), and 92% of MSP customers say they will pay up to 25% more for advanced security support. But margin survives only if the platform's wholesale price is known up front — reseller quotes that skip to "contact sales" hide the number your pricing model depends on.
What white label training actually costs
Category-wide, security awareness training lists at $0.50-$6.00 per user per month, with most organisations paying $1.50-$3.00. For MSP-resold white label programmes specifically:
- Hook Security publishes its MSRP openly: $2 per seat per month ($20/seat/year), or $999/year flat under 50 seats, with separate reseller pricing for MSP partners.
- KnowBe4 list pricing (3-year term, May 2026) runs $2.40/user/month at the 25-50 seat band for the Foundation tier and $3.75 for Advanced; larger bands drop to $1.63-$2.79. Deeper white-label options carry a 1,000-seat minimum and extra cost.
- Proofpoint standalone awareness training runs roughly $12-$24 per user per year ($1-$2 per user per month) on partner/reseller data.
- Flat-fee models invert the math: DefendWise charges MSPs a $399/month flat fee covering unlimited users and client organisations.
At a $2 wholesale rate, a 50-seat client costs about $1,200/year; a 200-seat client about $4,800/year. Resold at $4-$6 per seat per month — within the normal $3-$6 retail band — that is $2,400-$14,400 in annual recurring revenue per client before packaging.
What drives the wholesale price
- Seat count — vendors tier at 25, 100, 250, 500 and 1,000+ users; per-user cost drops 30-50% from 50 to 1,000+ seats.
- Contract term — three-year terms run 15-25% below one-year pricing.
- White-label depth — branding the portal, emails and certificates costs extra at some vendors; KnowBe4's deeper white-label tier requires 1,000 seats minimum.
- Add-ons — compliance modules, advanced phishing templates and SSO each add $0.10-$0.50 per user per month, up to 40% on top of base pricing.
- Admin time — unmanaged programmes cost 3-10 hours of tech time per month per client; automation is what keeps delivery cost near zero.
How to price it to clients
The standard MSP model is per-seat markup inside a managed security bundle:
- Buy at reseller/partner rates rather than list MSRP.
- Price the client line at $3-$6 per user per month, in line with the retail band.
- Bundle with monitoring and reporting so the training looks like a service, not a licence.
- Automate enrolment, simulations and reporting so delivery cost stays near zero — margin dies when techs hand-run monthly campaigns per client.
Clients rarely resist the markup: 92% say they will pay up to 25% more for advanced security support, and training is one of the most visible line items in that bundle.
Where Cyber Aware sits
Cyber Aware prices per seat with no seat minimums, so an MSP can start with a 10-seat client without a floor penalty. White-label coverage spans the portal, notification emails, phishing simulations, reports and certificates, and the platform maps reporting to Essential 8 and SMB1001 for Australian compliance conversations.
Best for: MSPs who want full-branding white label delivery without seat minimums or per-tenant admin overhead.
FAQ
How much does white label security awareness training cost per user? Wholesale rates run $1-$4 per user per month, with most platforms near $2. Hook Security publishes $2/seat/month; KnowBe4's list pricing ranges $2.40-$3.75/user/month at small seat bands on a 3-year term.
What margin can an MSP make reselling security training? Typical resale sits at $3-$6 per user per month against a ~$2 wholesale rate — a 50-200% markup — with automation keeping delivery cost near zero so the margin survives.
Are there flat-fee alternatives to per-seat white label pricing? Yes. DefendWise charges MSPs $399/month flat for unlimited users and client organisations, which removes the "seat tax" as clients grow.
Do white label platforms require seat minimums? Some do — KnowBe4's deeper white-label options start at 1,000 seats, and Huntress pricing tiers begin at the 50-99 learner band. Cyber Aware has no seat minimums.