Do I need a sub-account for my own business, and does each client need their own sub-account?

You do not need a sub-account for yourself. The account you log in to, where you have your websites, agents and contacts, is your agency account, and it is the account you work out of. It has all the same tools your clients get, plus the SaaS Configurator and the ability to create sub-accounts, and you can white label it. Build your own websites, agents, workflows and campaigns there, the same way you do for clients, and serve your clients from it. This is different from GoHighLevel, where agencies must create a sub-account for their own business.

Build anything you might reuse in your agency (root) account, then push it down to sub-accounts with snapshots. You can pass snapshots down from your agency account to sub-accounts, but you cannot pass a snapshot from one sub-account to another, so anything built inside a sub-account would have to be recreated in each one. Keep your root account organized with folders, for example one folder for snapshots with a subfolder per niche. Several websites, niches or domains that you own do not need separate sub-accounts either: keep them in your own account and organize websites and agents in folders if you like.

Create a sub-account for yourself only when you need something kept separate, for example a completely separate business (such as a car wash and a marketing agency, or your own local service business alongside an agency serving other businesses), two brands or two niches you want kept apart, franchise locations, or a demo account with dummy contacts. We recommend a free demo sub-account, so you can show prospects the platform without showing your customer list.

To create a sub-account for your own business:

1. Create a SaaS plan first in the SaaS Configurator, because the plan controls what a sub-account can and cannot do.
2. Go to Sub-accounts and click Create a sub account.
3. Pick the plan, mark it as free of charge, and leave The sub account is for me checked (it is checked by default).

A sub-account that is for you does not need its own billing. Usage from all sub-accounts rolls up to the agency account, so it counts against the agency's included AI credits.

Every client should have at least one sub-account, called a sub-account because it sits below your agency account, where you are the administrator. Create one for every new client. Each sub-account keeps its own contacts, chats, websites and data, so your leads and contacts are never mixed with your clients' or with each other's. You could run everything in your own account, but you would lose that separation. One client can have more than one sub-account, for example for several businesses or locations.

A client is a sub-account whether they log in themselves, you log in for them, or both. Whether clients get their own login, and how much of the platform they see, is up to you, your niche and your offer. Many clients never log in, and a done-for-you service where you set everything up is usually the easiest, with little friction and no need to train them on the whole system, for example a roofer who just wants the voice agent to answer calls and an email when an appointment is booked. You can also focus on one service, such as the phone service or the chatbot.

The Professional Plan ($97 a month) includes five sub-accounts, and each client uses one. The Founders Plan ($297 a month) includes unlimited sub-accounts.