Vancouver-born Later has announced its acquisition of influencer platform Mavely in a deal valued at $250 million.
Funded by a strategic investment from Summit Partners, the acquisition positions Later as a leader in end-to-end creator-driven marketing, enhancing its ability to deliver measurable ROI for marketers while maximizing creator earnings through social commerce.
The move deepens Later’s reach into the purchase funnel, combining its AI predictive analytics with Mavely’s first-party performance data. Mavely’s network of over 120,000 creators has driven more than $1 billion in gross merchandise volume (GMV) for over 1,400 major brands, including Nike, Anthropologie, and Lululemon.
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“Bringing Mavely under the Later umbrella is a major step in redefining how marketers and creators work together,” said Scott Sutton, CEO of Later. “This acquisition enables us to deliver seamless, full-funnel campaigns and predictable, attributable outcomes, empowering creators to build sustainable businesses.”
Mavely’s cofounders—CEO Evan Wray, CTO Sean O’Brien, and CFO Kevin Kenefick—will join Later’s leadership team, bringing their expertise to shape the company’s future direction.
“Joining forces with Later allows us to create a more comprehensive platform that delivers value to both creators and marketers,” said Wray. “Together, we’re building a future where creators are central to the marketing ecosystem.”
This acquisition strengthens Later’s commitment to innovation in influencer marketing, promising improved collaboration between creators and marketers and enhanced tools to plan, budget, and achieve impactful results.
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