On 14 October 2025, the European Banking Authority (EBA) published a report on white labelling.

Background

The EBA has a statutory duty to monitor and assess market developments, including technological innovation and innovative financial services. As part of the EBA’s 2024-25 priorities on innovative applications, the EBA is examining evolutions in the value chain for the distribution of financial products and services, with a specific focus on the use of ‘white labelling’ as a distribution model for banking and payments services in the EU.

White labelling refers to situation in which a financial institution (the provider) provides one or more financial products and services which are distributed and offered to customers under the brand of a partner (who may or may not be a regulated entity).

The report has been informed by a survey that the EBA conducted with Member State competent authorities, a workshop with industry and consumer associations, market monitoring and desk-based research.

Findings

The report sets out the key features of white labelling, provides an overview of use cases, and identifies potential opportunities and risks.

The report identifies that white labelling is a widespread business model, employed by 35% of the banks surveyed. EBA data confirms that white labelling is being used to distribute a broad range of financial products and services (both domestically and cross-border), that can be grouped in three main clusters: account and payment services, credit provisioning and open banking services. The report also finds that potential benefits and risks for customers, providers and partners vary depending on the specificities of the white labelling agreement between provider and partner.

Next steps

The EBA has not identified areas of EU law that require amendments.

However, it will continue monitoring uses of white labelling and take supervisory convergence actions, including fostering:

  • Supervisory awareness, for example via the integration of white labelling in competent authorities’ supervisory priorities for 2026.
  • More effective disclosures to consumers about white labelling, including information about how consumers can understand with whom they are contracting and who to reach in the event of complaints.