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 capacit脿 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 pi霉 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 unir脿 al team dirigente di Later. La piattaforma combinata si concentrer脿 sul miglioramento della collaborazione tra i creatori e sull'aiuto ai marketer per ottenere risultati misurabili con maggiore fiducia.
Later, un l铆der en marketing de influencers y gesti贸n de redes sociales, ha adquirido Mavely por $250 millones, financiado por Summit Partners. La adquisici贸n de la subsidiaria de Nu Skin Enterprises (NYSE:NUS), Rhyz Inc, mejora las capacidades de Later en marketing impulsado por creadores, combinando el an谩lisis predictivo basado en IA de Later con la red de m谩s de 120,000 creadores de Mavely, quienes han generado m谩s de $1 mil millones en volumen bruto de mercanc铆a a trav茅s de m谩s de 1,400 marcas importantes.
La fusi贸n tiene como objetivo ofrecer un impacto completo y un ROI medible para los mercad贸logos, al mismo tiempo que permite a los creadores maximizar sus ingresos a trav茅s 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 unir谩 al equipo directivo de Later. La plataforma combinada se centrar谩 en mejorar la colaboraci贸n entre creadores y ayudar a los mercad贸logos a lograr resultados medibles con mayor confianza.
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Later, un leader dans le marketing d'influence et la gestion des r茅seaux sociaux, a acquis Mavely pour 250 millions de dollars, financ茅 par Summit Partners. L'acquisition de Rhyz Inc, une filiale de Nu Skin Enterprises (NYSE:NUS), renforce les capacit茅s de Later dans le marketing ax茅 sur les cr茅ateurs, en combinant l'analyse pr茅dictive bas茅e sur l'IA de Later avec le r茅seau de plus de 120 000 cr茅ateurs de Mavely, qui ont g茅n茅r茅 plus de 1 milliard de dollars en volume brut de marchandises 脿 travers plus de 1 400 grandes marques.
Cette fusion vise 脿 offrir un impact complet et un ROI mesurable pour les marketeurs, tout en permettant aux cr茅ateurs de maximiser leurs revenus gr芒ce au commerce social. L'茅quipe de direction de Mavely, y compris le PDG Evan Wray, le CTO Sean O'Brien et le CFO Kevin Kenefick, rejoindra l'茅quipe de direction de Later. La plateforme combin茅e se concentrera sur l'am茅lioration de la collaboration entre les cr茅ateurs et aidera les marketeurs 脿 livrer des r茅sultats mesurables avec une plus grande confiance.
Later, ein f眉hrendes Unternehmen im Influencer-Marketing und in der Verwaltung von sozialen Medien, hat Mavely 蹿眉谤 $250 Millionen 眉bernommen, finanziert von Summit Partners. Die 脺bernahme von der Tochtergesellschaft Rhyz Inc von Nu Skin Enterprises (NYSE:NUS) verbessert die F盲higkeiten von Later im creator-gesteuerten Marketing, indem die KI-gest眉tzte pr盲diktive Analyse von Later mit dem Netzwerk von 眉ber 120.000 Kreatoren von Mavely kombiniert wird, die mehr als $1 Milliarde im Brutto-Warenvolumen 眉ber 1.400 wichtige Marken generiert haben.
Die Fusion zielt darauf ab, einen vollst盲ndigen Trichter-Einfluss und messbaren ROI 蹿眉谤 Vermarkter zu liefern und gleichzeitig Kreatoren zu erm枚glichen, ihre Einnahmen durch sozialen Handel zu maximieren. Das F眉hrungsteam von Mavely, darunter CEO Evan Wray, CTO Sean O'Brien und CFO Kevin Kenefick, wird dem F眉hrungsteam von Later beitreten. Die kombinierte Plattform wird sich darauf konzentrieren, die Zusammenarbeit zwischen Kreatoren zu verbessern und den Vermarktern zu helfen, messbare Ergebnisse mit gr枚脽erem 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鈥攐ffering 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鈥擟EO Evan Wray, CTO Sean O'Brien, and CFO Kevin Kenefick鈥攚ill 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.
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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聽.
About Mavely
Mavely is the Everyday Influencer Platform庐 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 .
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