Vancouver-founded Later has acquired influencer platform Mavely for $250 million, advancing its mission to streamline creator-driven marketing. Backed by Summit Partners, the acquisition merges Later’s AI analytics with Mavely’s performance data from over 120,000 creators.
Mavely has driven $1 billion in GMV for brands like Nike and Lululemon. Later CEO Scott Sutton emphasized the deal’s potential for delivering full-funnel campaigns and measurable ROI. Mavely’s cofounders will join Later’s leadership team, enhancing strategy. “Together, we’re building a future where creators are central to marketing,” said Mavely CEO Evan Wray. This move solidifies Later’s position in social commerce innovation.
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