Later Acquires Mavely for $250 Million, Unlocking New Opportunities for Marketers and Creators to Maximize their Return on Social
Later, a leader in influencer marketing and social media management, has acquired Mavely for $250 million, funded by Summit Partners. The acquisition from Nu Skin Enterprises (NYSE:NUS) subsidiary Rhyz Inc enhances Later's capabilities in creator-driven marketing, combining Later's AI predictive analytics with Mavely's network of over 120,000 creators who have generated more than $1 billion in gross merchandising volume across 1,400+ major brands.
The merger aims to deliver full-funnel impact and measurable ROI for marketers while enabling creators to maximize earnings through social commerce. Mavely's leadership team, including CEO Evan Wray, CTO Sean O'Brien, and CFO Kevin Kenefick, will join Later's leadership team. The combined platform will focus on enhancing creator collaboration and helping marketers deliver measurable results with greater confidence.
Later, un leader nel marketing degli influencer e nella gestione dei social media, ha acquisito Mavely per $250 milioni, finanziato da Summit Partners. L'acquisizione da parte della controllata di Nu Skin Enterprises (NYSE:NUS), Rhyz Inc, potenzia le capacità di Later nel marketing guidato dai creatori, combinando l'analisi predittiva basata sull'AI di Later con la rete di oltre 120.000 creatori di Mavely, che hanno generato più di $1 miliardo in volume di merchandising lordo attraverso oltre 1.400 marchi principali.
La fusione mira a offrire un impatto completo e un ROI misurabile per i marketer, consentendo nel contempo ai creatori di massimizzare le proprie entrate attraverso il commercio sociale. Il team dirigente di Mavely, compresi il CEO Evan Wray, il CTO Sean O'Brien e il CFO Kevin Kenefick, si unirà al team dirigente di Later. La piattaforma combinata si concentrerà sul miglioramento della collaborazione tra i creatori e sull'aiuto ai marketer per ottenere risultati misurabili con maggiore fiducia.
Later, un líder en marketing de influencers y gestión de redes sociales, ha adquirido Mavely por $250 millones, financiado por Summit Partners. La adquisición de la subsidiaria de Nu Skin Enterprises (NYSE:NUS), Rhyz Inc, mejora las capacidades de Later en marketing impulsado por creadores, combinando el análisis predictivo basado en IA de Later con la red de más de 120,000 creadores de Mavely, quienes han generado más de $1 mil millones en volumen bruto de mercancía a través de más de 1,400 marcas importantes.
La fusión tiene como objetivo ofrecer un impacto completo y un ROI medible para los mercadólogos, al mismo tiempo que permite a los creadores maximizar sus ingresos a través del comercio social. El equipo directivo de Mavely, que incluye al CEO Evan Wray, al CTO Sean O'Brien y al CFO Kevin Kenefick, se unirá al equipo directivo de Later. La plataforma combinada se centrará en mejorar la colaboración entre creadores y ayudar a los mercadólogos a lograr resultados medibles con mayor confianza.
Later는 인플루언서 마케팅 및 소셜 미디어 관리의 선두주자로 Mavely를 $250 백만에 인수하였으며, 이는 Summit Partners의 자금 지원을 받았습니다. Nu Skin Enterprises (NYSE:NUS)의 자회사인 Rhyz Inc에서의 인수는 Later의 크리에이터 중심 마케팅 기능을 강화하며, Later의 AI 예측 분석과 Mavely의 120,000명 이상의 크리에이터 네트워크를 결합하여 이들은 1,400개 이상의 주요 브랜드에서 $10억 이상의 총 상품 판매량을 생성했습니다.
이번 통합은 마케팅 담당자에게 전체 퍼널 영향과 측정 가능한 ROI를 제공하는 것을 목표로 하고, 크리에이터가 소셜 커머스를 통해 수익을 극대화할 수 있도록 합니다. Mavely의 경영진 팀은 CEO Evan Wray, CTO Sean O'Brien, CFO Kevin Kenefick를 포함하여 Later의 경영진 팀에 합류할 것입니다. 통합된 플랫폼은 크리에이터 협업을 촉진하고 마케팅 담당자가 더 큰 신뢰를 가지고 측정 가능한 결과를 제공하도록 돕는 데 중점을 둘 것입니다.
Later, un leader dans le marketing d'influence et la gestion des réseaux sociaux, a acquis Mavely pour 250 millions de dollars, financé par Summit Partners. L'acquisition de Rhyz Inc, une filiale de Nu Skin Enterprises (NYSE:NUS), renforce les capacités de Later dans le marketing axé sur les créateurs, en combinant l'analyse prédictive basée sur l'IA de Later avec le réseau de plus de 120 000 créateurs de Mavely, qui ont généré plus de 1 milliard de dollars en volume brut de marchandises à travers plus de 1 400 grandes marques.
Cette fusion vise à offrir un impact complet et un ROI mesurable pour les marketeurs, tout en permettant aux créateurs de maximiser leurs revenus grâce au commerce social. L'équipe de direction de Mavely, y compris le PDG Evan Wray, le CTO Sean O'Brien et le CFO Kevin Kenefick, rejoindra l'équipe de direction de Later. La plateforme combinée se concentrera sur l'amélioration de la collaboration entre les créateurs et aidera les marketeurs à livrer des résultats mesurables avec une plus grande confiance.
Later, ein führendes Unternehmen im Influencer-Marketing und in der Verwaltung von sozialen Medien, hat Mavely für $250 Millionen übernommen, finanziert von Summit Partners. Die Übernahme von der Tochtergesellschaft Rhyz Inc von Nu Skin Enterprises (NYSE:NUS) verbessert die Fähigkeiten von Later im creator-gesteuerten Marketing, indem die KI-gestützte prädiktive Analyse von Later mit dem Netzwerk von über 120.000 Kreatoren von Mavely kombiniert wird, die mehr als $1 Milliarde im Brutto-Warenvolumen über 1.400 wichtige Marken generiert haben.
Die Fusion zielt darauf ab, einen vollständigen Trichter-Einfluss und messbaren ROI für Vermarkter zu liefern und gleichzeitig Kreatoren zu ermöglichen, ihre Einnahmen durch sozialen Handel zu maximieren. Das Führungsteam von Mavely, darunter CEO Evan Wray, CTO Sean O'Brien und CFO Kevin Kenefick, wird dem Führungsteam von Later beitreten. Die kombinierte Plattform wird sich darauf konzentrieren, die Zusammenarbeit zwischen Kreatoren zu verbessern und den Vermarktern zu helfen, messbare Ergebnisse mit größerem Vertrauen zu liefern.
- Strategic acquisition valued at $250 million strengthens market position
- Access to Mavely's network of 120,000+ creators with $1B+ in GMV
- Expansion into full-funnel marketing capabilities
- Integration of AI predictive analytics with first-party performance data
- Addition of experienced leadership team from Mavely
- Significant capital expenditure of $250 million for NUS shareholders
Insights
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The deal's valuation metrics are particularly noteworthy given Mavely's network has facilitated over
For investors, this transaction could improve NUS's balance sheet flexibility and potentially lead to enhanced shareholder returns. However, the loss of Mavely's revenue stream and growth potential needs to be factored into future earnings projections.
The merger of Later and Mavely creates a formidable player in the creator economy infrastructure space. The integration of Later's AI predictive analytics with Mavely's proven conversion capabilities addresses a critical gap in the market - connecting top-of-funnel awareness with bottom-line results. The platform's ability to work with major brands like Nike and Lululemon while managing a network of 120,000 creators positions it uniquely in the competitive landscape.
The technology synergy is particularly compelling - Later's content management and scheduling capabilities combined with Mavely's attribution and conversion tracking creates a full-stack solution that could significantly improve ROAS for brands. This consolidation reflects broader industry trends toward integrated, data-driven creator marketing platforms that can demonstrate clear ROI.
The creator economy infrastructure sector is experiencing rapid consolidation and this acquisition represents a significant market repositioning. Later's strategic acquisition of Mavely addresses the growing demand for end-to-end creator marketing solutions with measurable outcomes. The deal's structure, involving Summit Partners' backing, suggests strong confidence in the combined entity's growth potential.
The retention of Mavely's leadership team is important for maintaining relationships with their 1,400+ brand partners and ensuring smooth integration. The combined platform's ability to offer ROAS-based campaigns with predictable outcomes could capture a larger share of marketing budgets, particularly as brands increasingly shift spend toward creator-driven commerce.
Later's acquisition of Mavely from Rhyz Inc, a subsidiary of Nu Skin Enterprises (NYSE:NUS), extends its capabilities deeper into the purchase funnel, enabling end-to-end creator-driven marketing from awareness to conversion. Later's AI predictive analytics will now leverage first-party performance data from Mavely's network of more than 120,000 creators who have driven over
"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. This move enables us to deliver a seamless, full-funnel experience for marketers—offering return-on-ad-spend (ROAS) based campaigns and driving predictable, attributable outcomes. Through this acquisition, we're able to create new and better opportunities for our clients, employees, and the entire creator ecosystem."
Mavely's cofounders and leadership team—CEO Evan Wray, CTO Sean O'Brien, and CFO Kevin Kenefick—will join Later's leadership team and will play pivotal roles in shaping the future of the company.
"We've always believed in the power of creators to drive authentic engagement and real business outcomes, at scale," said Evan Wray, CEO of Mavely. "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. Together, we're building a future where creators are at the center of the marketing ecosystem, and brands have the tools they need to connect with their audiences in impactful and measurable ways."
Later will continue to focus on helping its clients level up their influencer marketing strategies by combining the strengths of both platforms to drive innovation, enhance creator collaboration, and help marketers plan, budget, forecast, and deliver measurable, impactful results with greater confidence. Mavely will continue to focus on providing a world-class creator experience to maximize creator earnings and accelerate this vision through the business combination.
For more information, visit www.later.com.
About Later
Later is the enterprise leader in social media and influencer marketing software, services, and data. Our integrated platform helps brands, agencies, and creators maximize return on social through streamlined creator partnerships and campaign management. Backed by proprietary data and deep integrations with leading social platforms, Later helps marketing leaders find predictable revenue drivers in the creator economy. Learn more at later.com.
About Mavely
Mavely is the Everyday Influencer Platform® that empowers real people to monetize their content by promoting the world's favorite brands. Deploying a performance-driven approach to influencer marketing, Mavely's network of creators drives hundreds of millions of dollars each year in sales for brand partners across diverse niches and platforms, with attributable data from post to purchase. Learn more about Mavely at joinmavely.com.
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