Later, a leading influencer marketing and social media management platform, has acquired Mavely in a $250 million deal that promises to reshape how brands and creators collaborate. The acquisition, announced on January 3, 2025, was funded through a strategic investment from global growth equity investor Summit Partners.

The acquisition of Mavely from Rhyz Inc, a subsidiary of Nu Skin Enterprises (NYSE:NUS), significantly expands Later’s capabilities across the marketing funnel. By combining Later’s AI predictive analytics with Mavely’s extensive creator network, the merged company aims to deliver end-to-end creator-driven marketing solutions from awareness to conversion.

Mavely brings a track record to the table, with its network of over 120,000 creators having generated more than $1 billion in gross merchandising volume (GMV) across more than 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.”

Leadership Integration and Vision

As part of the acquisition, Mavely’s founding team will join Later’s leadership team. CEO Evan Wray, CTO Sean O’Brien, and CFO Kevin Kenefick will play key roles in shaping the company’s future direction.

Wray expressed enthusiasm about the merger’s potential: “We’ve always believed in the power of creators to drive authentic engagement and real business outcomes, at scale. 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.”

The combined company will prioritize helping clients enhance their influencer marketing strategies while providing creators with tools to maximize their earnings. Later’s platform will now leverage first-party performance data from Mavely’s creator network, enabling marketers to plan, budget, forecast, and measure campaign results with greater precision.

Lyle Stevens, Co-Founder & Chief Strategy Officer at Later, highlighted the strategic significance of the deal: “When we started Later, we set out with a vision to build a creator economy company that enables both marketers and creators to transform their creativity on social media into actual commerce. The Later acquisition of Mavely is a massive step to making that dream a reality.”

Future Outlook

The acquisition positions Later to offer more comprehensive solutions for both marketers and creators in the evolving creator economy landscape. The company will continue operating both platforms while working to integrate their strengths and drive innovation in creator collaboration and campaign management.

For brands and marketers, this means access to return-on-ad-spend (ROAS) based campaigns and more predictable, attributable outcomes. Creators will benefit from enhanced opportunities to monetize their content and build sustainable businesses within the Later ecosystem.

As Scott Sutton noted in his announcement, the merger represents “a significant step forward in our vision for the creator economy.” With visibility into millions of transactions and an expanded network of creators, Later is now positioned to drive data-driven outcomes through its technology and services platform.