Later, a leading influencer marketing and social media software company, has announced the acquisition of influencer platform Mavely in a deal valued at $250 million. This strategic move is expected to strengthen Later’s position in the creator economy and enhance its capabilities in AI-driven predictive analytics for social media marketing.
The acquisition, backed by growth equity investor Summit Partners, brings Mavely’s leadership team—CEO Evan Wray, CTO Sean O’Brien, and CFO Kevin Kenefick—into collaboration with Later’s existing leadership. This merger marks a significant milestone for both companies as they combine expertise to drive innovation in creator-driven marketing.
Mavely, previously owned by Rhyz Inc., a subsidiary of Nu Skin Enterprises, brings a vast network of 120,000 social media creators who have collaborated with over 1,400 brands, including global giants like Nike, Lululemon, and Adidas. Together, these creators have driven more than $1 billion in gross merchandising volume, highlighting Mavely’s success in connecting brands with effective influencer marketing campaigns.
By integrating Mavely’s creator data, Later aims to enhance its AI predictive analytics capabilities, helping social media creators optimize their earnings and enabling marketers to measure return on investment (ROI) more effectively. “This deal sparks a new era of creator-driven marketing conversations,” said Evan Wray, Mavely’s CEO, in the press release. “We are excited to bring our expertise to Later and deliver greater value to creators and marketers alike.”
This acquisition is the latest chapter in Later’s growth journey. Mavrck, another influencer marketing company, acquired Later in April 2022. In January 2024, the two brands unified under the Later name, solidifying their mission to empower social media creators and marketers with cutting-edge tools and insights.
With this deal, Later continues to position itself as a leader in the influencer marketing space, leveraging data and AI to reshape how brands and creators connect in the rapidly evolving digital landscape.