Russell Brunson doesn't do quiet launches.
When OfferLab dropped in September 2025, it came with a pitch that sounded almost too clean: a marketplace where creators list offers, affiliates stack them into funnels, and everyone gets paid automatically. No spreadsheets. No payout delays. No guessing who owes what.
But does it actually work that way?
After digging through platform docs, user feedback, competitive alternatives, and the mechanics behind its commission model, here's what you need to know before you commit time—or traffic—to OfferLab.
What Is OfferLab, Really?
Think of OfferLab as a hybrid. It's part marketplace, part funnel collaboration platform. It connects product creators with affiliate promoters and funnel builders, letting them combine multiple offers into a single checkout flow—what Brunson calls “CoLab Funnels.”
It sits somewhere between ClickFunnels and a traditional affiliate network. Sellers list their products. Affiliates browse, request approval, and add those offers to their own funnels. When a sale happens, OfferLab handles checkout, payment processing, and commission splits automatically.
The platform supports digital downloads, services, and physical goods. So whether you're a coach, course creator, SaaS founder, or ecommerce operator, there's room for you.
How It Actually Works
If You're a Seller
You list your offer in the CoLab Library—the marketplace where affiliates discover products. Each listing includes your product name, description, pricing, commission rate (you set this), and ready-to-use copy: headlines, bullets, product descriptions.
Once it's live, affiliates can request approval to promote your offer. You review requests and approve partners who align with your brand. Approved affiliates add your product to their funnels, and you earn sales without running ads or building landing pages yourself.
Here's the twist: sellers often double as affiliates. By including other creators' offers in their own funnels, they increase average order value and earn commissions on top of their core product revenue.
If You're an Affiliate
You browse the CoLab Library, request access to offers, and build funnels by stacking multiple products into a single checkout sequence. OfferLab generates one affiliate link that tracks everything.
No juggling multiple affiliate dashboards. No manually calculating splits. The platform handles tracking (sales, conversions, EPC), commission splits across all funnel products, and instant payouts.
You don't even need your own product to earn. You can operate purely as a promoter, monetizing traffic by curating high-converting offers from other sellers.
The Checkout Layer
When a customer clicks your affiliate link, they land on a funnel page you've customized. OfferLab automatically generates the checkout page, processes payments, and distributes commissions to every party involved—product owners, affiliates, any upsell contributors.
This “collaboration layer” removes the friction that typically kills joint ventures: manual tracking, delayed payouts, unclear attribution.
The Commission Structure: 2–4% Lifetime Recurring Revenue
Here's where OfferLab diverges from traditional affiliate networks.
Instead of paying affiliates a one-time commission on referred sales, the platform offers 2–4% lifetime recurring commissions on all transactions generated by your referrals.
What Does That Actually Mean?
If you refer a seller or affiliate who joins OfferLab, you earn a small percentage of every sale they process through the platform. Forever. This applies whether they're selling their own products, promoting others' offers, or both.
It's a network-effect play. The more active users you bring in, the more passive income you accumulate as they transact.
Is 2–4% Actually Worth It?
On the surface, 2–4% sounds… modest. But run the math:
If you refer 10 sellers who each process $50,000/year in sales, you earn $1,000–$2,000 annually per seller. That's $10,000–$20,000 total. If those sellers stay active for five years, that's $50,000–$100,000 in passive commissions from a single cohort of referrals.
The model rewards early adopters who build referral networks before the marketplace saturates. It's less attractive if you're only promoting individual offers, where standard 30–50% commissions are more lucrative.
What Sets OfferLab Apart
Automated Commission Splitting
No spreadsheets. No manual payouts. OfferLab calculates and distributes earnings in real time.
Ready-to-Use Copy
Sellers provide pre-written headlines, bullets, and descriptions. Affiliates can launch campaigns without hiring copywriters.
Real-Time Analytics
Track sales, conversion rates, AOV, and earnings per click from a unified dashboard.
Single Affiliate Link for Multi-Offer Funnels
Promote a funnel with five products using one link. OfferLab attributes commissions correctly across all contributors.
Flexible Product Types
Digital products, services, physical goods, and subscriptions are all supported.
No Upfront Cost
Free to join. No monthly fees unless you're using premium funnel-building tools.
Who Should Actually Use This?
It's Built For:
Funnel builders who want to monetize traffic by stacking complementary offers without creating products.
Course creators and coaches looking to expand reach by letting affiliates sell their programs.
Affiliate marketers tired of managing multiple networks and delayed payouts.
SaaS founders who want to test affiliate-driven growth without building custom tracking infrastructure.
ClickFunnels users already embedded in the Brunson ecosystem.
It's Not For:
Affiliates chasing high one-time commissions. If you're used to 50% payouts on $1,000 courses, the 2–4% lifetime model won't replace that income unless you're referring dozens of active sellers.
Brands with complex attribution needs. If you require multi-touch attribution or integration with enterprise marketing stacks, OfferLab‘s simplified tracking may feel limiting.
Creators who prefer full control over checkout UX. OfferLab auto-generates checkout pages, which reduces customization options.
The Honest Pros and Cons
What Works
Instant payouts with no manual reconciliation.
Lifetime recurring commissions on referrals create passive income potential.
Low barrier to entry—no product required to earn as an affiliate.
Automated tracking and splits eliminate administrative overhead.
Pre-written copy accelerates campaign launches.
Unified dashboard for multi-offer funnels.
What Doesn't
2–4% commission rate is low compared to traditional affiliate programs (30–50%+).
Platform is new (launched September 2024), so marketplace inventory and user base are still growing.
Limited customization on checkout pages compared to standalone funnel builders.
Dependent on ClickFunnels ecosystem—if you're not already using Brunson's tools, the learning curve may feel steep.
No public data on average seller earnings or affiliate EPC, making it hard to benchmark performance.
How to Get Started
Step 1: Sign Up
Visit OfferLab and create a free account. No credit card required.
Step 2: Choose Your Role
Decide whether you're joining as a seller, affiliate, or both. You can switch roles anytime.
Step 3: Browse the Marketplace (Affiliates)
Navigate to the “Marketplace” tab. Browse the CoLab Library and request approval for offers that align with your audience.
Step 4: Build a Funnel
Go to “Funnels” > “New Funnel.” Add approved offers, customize funnel pages, and generate your affiliate link.
Step 5: Promote and Track
Drive traffic to your funnel. Monitor performance in the analytics dashboard. Payouts are processed automatically.
Step 6: List Your Offer (Sellers)
If you're a creator, list your product in the CoLab Library. Set your commission rate, upload copy, and approve affiliate requests.
How OfferLab Stacks Up Against Alternatives
OfferLab vs. ClickBank
ClickBank offers higher one-time commissions (50–75%) but no lifetime recurring model. OfferLab integrates funnel building and checkout; ClickBank requires external landing pages.
OfferLab vs. PartnerStack
PartnerStack is built for SaaS with advanced attribution and CRM integrations. OfferLab is simpler, faster to launch, and better for digital products and info products.
OfferLab vs. Gumroad
Gumroad is a solo creator platform with basic affiliate tools. OfferLab is designed for collaboration—multiple offers, multiple sellers, one checkout.
OfferLab vs. ThriveCart
ThriveCart offers more checkout customization and one-time pricing. OfferLab focuses on marketplace discovery and automated commission splits.
Pricing
OfferLab is free to join. No monthly fees for basic marketplace access.
Revenue is generated through transaction fees (exact percentage not publicly disclosed) and optional premium features like advanced funnel templates or priority marketplace placement.
If you're already paying for ClickFunnels or other Brunson tools, OfferLab integrates seamlessly without additional cost.
Common Questions
Do I need my own product to make money on OfferLab?
No. You can earn purely as an affiliate by promoting other sellers' offers.
How long does it take to get approved for offers?
Approval times vary by seller. Some approve instantly; others review applications manually.
Can I use OfferLab if I'm not a ClickFunnels user?
Yes, but the platform is optimized for the ClickFunnels ecosystem. Non-users may face a steeper learning curve.
Are payouts really instant?
OfferLab processes commissions automatically, but actual payout speed depends on your payment processor (Stripe, PayPal, etc.).
What's the difference between a CoLab Funnel and a regular affiliate funnel?
A CoLab Funnel lets you stack multiple sellers' offers into one checkout flow, with OfferLab handling all tracking and splits.
Can I promote OfferLab itself and earn commissions?
Yes. The 2–4% lifetime commission applies when you refer new sellers or affiliates to the platform.
The Verdict
OfferLab solves a real problem: the operational mess of multi-party affiliate deals. If you've ever tried coordinating a joint venture with manual tracking and delayed payouts, you'll appreciate the automation.
The 2–4% lifetime commission model is polarizing. It's not a get-rich-quick play. But if you're building a referral network or positioning yourself as a connector in the creator economy, the passive income potential compounds over time.
For affiliates who prefer high one-time payouts, stick with traditional networks. For funnel builders, product creators, and ecosystem players who value collaboration over competition, OfferLab is worth testing—especially while the marketplace is still growing and early adopters can claim positioning.
The platform is free to join, so the downside risk is minimal. The upside depends on how aggressively you build your network and how well you curate offers that convert.
Products / Tools / Resources
OfferLab – The platform itself; free to join, built for collaborative funnels and automated commission splits.
ClickFunnels – Russell Brunson's flagship funnel builder; integrates natively with OfferLab for seamless workflow.
ClickBank – Traditional affiliate marketplace; useful for comparison if you're evaluating commission models.
PartnerStack – SaaS-focused affiliate platform; better for enterprise attribution needs.
ThriveCart – Alternative checkout solution with more customization but less marketplace functionality.
Gumroad – Solo creator platform; simpler but lacks OfferLab's collaboration features.
Stripe / PayPal – Payment processors that integrate with OfferLab for instant payouts.