Later has acquired Mavely for $250 million to strengthen its influencer marketing capabilities and enhance creator-driven initiatives.

Target Information

Later, a prominent player in influencer marketing and social media management software and services, has announced its acquisition of Mavely, the leading Everyday Influencer Platform.® This strategic acquisition, valued at $250 million, enhances Later's ability to offer comprehensive marketing solutions that deliver measurable ROI for marketers. Mavely empowers creators to optimize their earnings through social commerce.

This acquisition extends Later's capabilities further into the purchase funnel, enabling end-to-end creator-driven marketing that covers all stages from awareness to conversion. Through this partnership, Later's AI-driven predictive analytics will leverage first-party performance data gathered from Mavely’s extensive network, comprising over 120,000 creators who have collectively generated over $1 billion in gross merchandising volume (GMV) for more than 1,400 major brands, including Nike, Lululemon, and Adidas.

Industry Overview

The influencer marketing industry has seen significant growth in recent years, particularly as brands increasingly recognize the value of engaging with creators to reach their target audiences effectively. In the United States, influencer marketing is projec