On January 3, 2025, Later, a leader in influencer marketing and social media management solutions, announced its acquisition of Mavely, the prominent Everyday Influencer Platform. This $250 million deal, funded through a strategic investment from global growth equity investor Summit Partners, aims to strengthen Later’s ability to deliver measurable ROI for marketers while empowering creators to maximize earnings through social commerce.
The acquisition, which involved purchasing Mavely from Rhyz Inc., a subsidiary of Nu Skin Enterprises, expands Later’s capabilities across the purchase funnel. It enables comprehensive, creator-driven marketing that spans from awareness to conversion. With Mavely’s network of over 120,000 creators who have generated more than $1 billion in gross merchandise volume (GMV) across over 1,400 brands, including Nike, Anthropologie, Lululemon, Macy’s, Old Navy, and Adidas, Later’s AI-powered predictive analytics will now leverage first-party performance data for deeper insights.
Scott Sutton, CEO of Later, emphasized that integrating Mavely into Later marks a significant evolution in the collaboration between marketers and creators. Sutton highlighted how Mavely’s technology, expertise, and shared vision align with Later’s mission. This merger enhances value for marketers while enabling creators to build sustainable, income-generating businesses. By combining their strengths, Later can deliver a seamless, full-funnel marketing experience, including ROAS-driven campaigns with predictable and measurable outcomes, offering new opportunities for clients, employees, and the creator ecosystem.
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Mavely’s leadership team—CEO Evan Wray, CTO Sean O’Brien, and CFO Kevin Kenefick—will join Later’s leadership team to help shape the company’s future direction. Wray remarked that creators have always been central to driving authentic engagement and tangible business outcomes at scale. Joining forces with Later allows Mavely to expand its vision by creating a comprehensive platform that benefits both creators and marketers. Together, the companies aim to place creators at the heart of the marketing ecosystem while providing brands with tools to connect with audiences effectively.
Looking ahead, Later will continue to enhance influencer marketing strategies by integrating the strengths of both platforms. This will foster innovation, improve creator collaboration, and help marketers plan, budget, and achieve impactful results with confidence. Meanwhile, Mavely will remain focused on optimizing the creator experience to maximize earnings, advancing this shared vision through the partnership.