Workflow
Later Acquires Mavely for $250 Million, Unlocking New Opportunities for Marketers and Creators to Maximize their Return on Social
NUSNu Skin(NUS) Prnewswire·2025-01-03 11:00

Acquisition Overview - Later acquires Mavely for 250million,fundedbySummitPartners[1]−Theacquisitionaimstoenhancefull−funnelmarketingimpactandmeasurableROIformarketerswhilemaximizingcreatorearningsthroughsocialcommerce[1]StrategicBenefits−ThedealextendsLater′scapabilitiesintothepurchasefunnel,enablingend−to−endcreator−drivenmarketingfromawarenesstoconversion[2]−Later′sAIpredictiveanalyticswillleverageMavely′sfirst−partyperformancedatafromover120,000creators,whohavedrivenover250 million, funded by Summit Partners [1] - The acquisition aims to enhance full-funnel marketing impact and measurable ROI for marketers while maximizing creator earnings through social commerce [1] Strategic Benefits - The deal extends Later's capabilities into the purchase funnel, enabling end-to-end creator-driven marketing from awareness to conversion [2] - Later's AI predictive analytics will leverage Mavely's first-party performance data from over 120,000 creators, who have driven over 1 billion in GMV across 1,400 major brands [2] - The combination of Later and Mavely will deliver seamless, full-funnel experiences for marketers, offering ROAS-based campaigns and driving predictable, attributable outcomes [3] Leadership and Vision - Mavely's cofounders and leadership team, including CEO Evan Wray, CTO Sean O'Brien, and CFO Kevin Kenefick, will join Later's leadership team [3] - The acquisition aligns with Later's vision to redefine how marketers and creators collaborate, empowering creators to build sustainable, income-generating businesses [3] - Mavely's CEO Evan Wray emphasizes the potential to create a more comprehensive platform that delivers value to both creators and marketers, positioning creators at the center of the marketing ecosystem [4] Future Focus - Later will focus on combining the strengths of both platforms to drive innovation, enhance creator collaboration, and help marketers plan, budget, forecast, and deliver measurable results [4] - Mavely will continue to provide a world-class creator experience, maximizing creator earnings and accelerating the vision through the business combination [4] Company Background - Later is a leader in social media and influencer marketing software, services, and data, helping brands, agencies, and creators maximize return on social through streamlined creator partnerships and campaign management [6] - Mavely is an Everyday Influencer Platform that empowers creators to monetize their content by promoting major brands, driving hundreds of millions of dollars in sales annually with attributable data from post to purchase [7]