BOSTON, Jan. 3, 2025
/PRNewswire/ -- Later, a leader in influencer marketing and
social media management software and services, today announced its
acquisition of Mavely, the leading Everyday Influencer Platform.®
This acquisition accelerates Later's ability to deliver full-funnel
impact and measurable ROI for marketers while enabling creators to
maximize their earnings through social commerce. The deal, valued
at $250 million, was funded with a
strategic investment from global growth equity investor, Summit
Partners.
Later's acquisition of Mavely from Rhyz Inc, a subsidiary of Nu
Skin Enterprises (NYSE:NUS), extends its capabilities deeper into
the purchase funnel, enabling end-to-end creator-driven marketing
from awareness to conversion. Later's AI predictive analytics will
now leverage first-party performance data from Mavely's network of
more than 120,000 creators who have driven over $1 billion in gross merchandising volume (GMV)
across over 1,400 major brands including Nike, Anthropologie,
Lululemon, Macy's, Old Navy and Adidas.
"Bringing Mavely under the Later umbrella is a major step in
redefining how marketers and creators work together," says
Scott Sutton, CEO of Later. "Mavely
brings incredible technology, expertise, and a shared vision. By
combining our strengths, we are enhancing the value we provide to
marketers and empowering creators to build sustainable,
income-generating businesses. This move enables us to deliver a
seamless, full-funnel experience for marketers—offering
return-on-ad-spend (ROAS) based campaigns and driving predictable,
attributable outcomes. Through this acquisition, we're able to
create new and better opportunities for our clients, employees, and
the entire creator ecosystem."
Mavely's cofounders and leadership team—CEO Evan Wray, CTO
Sean O'Brien, and CFO Kevin Kenefick—will join Later's leadership team
and will play pivotal roles in shaping the future of the
company.
"We've always believed in the power of creators to drive
authentic engagement and real business outcomes, at scale," said
Evan Wray, CEO of Mavely. "Joining
forces with Later allows us to take this to the next level,
creating a more comprehensive platform that delivers value to both
creators and marketers. Together, we're building a future where
creators are at the center of the marketing ecosystem, and brands
have the tools they need to connect with their audiences in
impactful and measurable ways."
Later will continue to focus on helping its clients level up
their influencer marketing strategies by combining the strengths of
both platforms to drive innovation, enhance creator collaboration,
and help marketers plan, budget, forecast, and deliver measurable,
impactful results with greater confidence. Mavely will continue to
focus on providing a world-class creator experience to maximize
creator earnings and accelerate this vision through the business
combination.
For more information, visit www.later.com.
About Later
Later is the enterprise leader in social
media and influencer marketing software, services, and data. Our
integrated platform helps brands, agencies, and creators maximize
return on social through streamlined creator partnerships and
campaign management. Backed by proprietary data and deep
integrations with leading social platforms, Later helps marketing
leaders find predictable revenue drivers in the creator economy.
Learn more at later.com.
About Mavely
Mavely is the Everyday Influencer
Platform® that empowers real people to monetize their content by
promoting the world's favorite brands. Deploying a
performance-driven approach to influencer marketing, Mavely's
network of creators drives hundreds of millions of dollars each
year in sales for brand partners across diverse niches and
platforms, with attributable data from post to purchase. Learn more
about Mavely at joinmavely.com.
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SOURCE Later
