Later, a leader in influencer marketing and social media management, has acquired Mavely, the leading Everyday Influencer Platform.® Valued at $250 million, this acquisition strengthens Later’s ability to deliver full-funnel impact and measurable ROI for marketers while helping creators maximize earnings through social commerce.

• Key Details of the Acquisition

  • Strategic Investment: Funded by Summit Partners, the acquisition accelerates Later’s capabilities in creator-driven marketing.
  • Expanded Capabilities: Mavely’s platform, with 120,000+ creators and $1 billion in gross merchandise volume (GMV), integrates with Later’s AI predictive analytics for enhanced performance tracking.
  • Brand Partnerships: Mavely’s network includes major brands like Nike, Anthropologie, and Adidas, driving results for both marketers and creators.

• Strategic Benefits for Marketers and Creators

  • Full-Funnel Marketing: The acquisition extends Later’s reach from awareness to conversion, enabling return-on-ad-spend (ROAS)-based campaigns with predictable, attributable outcomes.
  • Empowering Creators: The deal enhances opportunities for creators to build sustainable income-generating businesses.
  • Innovation and Collaboration: The combined platforms aim to innovate influencer marketing strategies, enhance creator collaboration, and provide marketers with tools to plan, forecast, and deliver impactful results.

• Leadership Changes and Vision

  • Mavely's Leadership Team: Mavely’s CEO Evan Wray, CTO Sean O'Brien, and CFO Kevin Kenefick will join Later’s leadership, further shaping the company’s future.
  • Vision for the Future: Together, Later and Mavely aim to position creators at the center of the marketing ecosystem, offering brands impactful tools to connect with audiences.

This acquisition marks a pivotal moment for Later in enhancing its influencer marketing platform, providing marketers with comprehensive tools for managing campaigns while empowering creators to earn more through social commerce. The move sets the stage for the next evolution in creator-driven marketing.