Later is a creator-marketing company assembled from three businesses: Mavrck's enterprise campaign platform, Later's social-publishing software and Mavely's affiliate-commerce network.
The combination gives Later a position across the full path from making social content to running creator campaigns and attributing purchases. Small businesses use its scheduling and analytics software, large brands license campaign technology or managed services, and creators earn through sponsored work and Mavely affiliate links.[1][20]
Mavrck supplied the enterprise business, the original Later supplied the name and mass-market product, and Mavely added purchase data and a creator-commerce network. The company's current strategy is to connect those records so brands can plan, run and measure creator work inside one group.[3][4][19]
- Mavely 2024 revenue
- $69.6M Pre-acquisition Mavely, not Later group revenue
- Mavely deal
- $250M Headline value announced in January 2025
- 2025 Mavely GMV
- $1.4B Purchases completed through creator links
- Creator payouts
- $250M+ Cumulative by December 2025
Three companies became one public brand
The corporate line that led to today's parent began in 2014 as Splashscore. The founding team included Lyle Stevens and Sean Naegeli and joined Techstars Boston. Splashscore initially rewarded ordinary Facebook users for engaging with brands. It became Mavrck in 2015 and shifted toward helping companies identify and run campaigns with creators.[1][5][3]
The company whose name now fronts the group began separately. Ian MacKinnon, Roger Patterson, Cindy Chen and Matt Smith built Latergramme at a Vancouver hackathon in November 2013. The public product launched in May 2014 after a waitlist of almost 20,000. Because Instagram did not allow automatic third-party publishing, Latergramme prepared posts and reminded users to publish them.[7][3]
Latergramme became Later in May 2016 and added Link in Bio. Mavrck acquired that business in April 2022 after Summit Partners supplied another $135 million. The purchase price and combined valuation were not disclosed. Mavrck remained the corporate name until January 2024, when the group adopted Later as its common public brand.[8][9][10]
What Later sells
Later's current business is easier to understand by customer than by brand. It ranges from self-serve subscriptions to enterprise software, campaign services and affiliate commerce. That makes “creator software” an incomplete description of the company.[2][1]
Later Social and Link in Bio
Social teamsPlans, schedules and publishes content; manages comments, approvals and social analytics.
Monthly or annual subscriptions; enterprise terms are separate.Later Influence
Enterprise brandsCreator discovery, campaign workflow, approvals, measurement, payments and social listening.
Enterprise software contracts; public pricing is not listed.Managed campaign services
Enterprise brandsLater staff plan campaigns, source and negotiate with creators, manage production and report results.
Service and campaign fees; the fee structure is private.Mavely / Later for Creator
Creators and retailersCreates affiliate links, attributes purchases and pays commissions, bonuses and campaign fees.
Retailer and network economics are private; creators can join without a platform fee.The resulting economics mix recurring software subscriptions, enterprise contracts, campaign services and affiliate-commerce revenue. Mavely says creators receive the full commission rate displayed for a brand; Later's own economics sit in its retailer, network and enterprise relationships.[13][12]
Mavely supplied the purchase data
Later's second large acquisition closed on 2 January 2025. The transaction was announced at $250 million: $230 million in cash, subject to adjustments, plus shares initially valued at $20 million.[14][15][4]
Mavely was built by Evan Wray, Peggy O'Flaherty and Sean O'Brien. O'Brien built an initial version in 2018, and Wray described the company as founded in early 2019. Nu Skin bought Mavely in 2021 through its Rhyz investment arm before selling it to Later.[16]
Mavely's revenue rose from $24.7 million in 2023 to $69.6 million in 2024, while its pre-tax result moved from a $7.7 million loss to a $9 million profit. Those accounts explain why Later paid a premium for the business: Mavely arrived with rapid growth, positive earnings and purchase data that the group's software products did not previously own.[15]
How the three businesses are coming together
Later's scale comes from different parts of the group. The original Later had almost seven million users when Mavrck acquired it in 2022. Mavrck had recorded three million creator activations, while Mavely reported $1.4 billion of purchases through creator links in 2025.[3][17]
Later 360 is the clearest expression of the integration strategy. It combines organic social performance, paid creator campaigns and commerce outcomes in one reporting layer. EdgeAI applies the group's campaign and purchase records to creator selection and performance prediction.[20][19]
Two acquisitions built the current group
Summit Partners invested $120 million in Mavrck in 2021, then supplied another $135 million when Mavrck acquired the original Later in 2022. The Mavely purchase followed in 2025. Together, those transactions moved Mavrck from enterprise campaign software into consumer social tools and affiliate commerce.[6][9][4]
Summit growth investment
Summit Partners invested in Mavrck; valuation and ownership percentage were not disclosed.[6]
Original Later acquisition
Summit funded the combination. This was not a disclosed purchase price for Later.[3][9]
Mavely acquisition
$230 million cash plus shares initially valued at $20 million, subject to adjustments.[14][15][4]
Scott Sutton became chief executive in February 2024 as the group adopted the Later brand. Co-founder Lyle Stevens remained chief strategy officer, giving the company continuity from Mavrck while it integrated the two acquired businesses.[1][11]
Later's position in creator commerce
Later's breadth is unusual, but each part of the group has established alternatives. Enterprise creator workflow, social management and affiliate commerce do not have one identical competitive set.
The advantage Later is trying to build is a shared record of content, campaigns and transactions. Its social tools create reach, its enterprise platform organises paid work, and Mavely records purchases. The next phase depends on whether brands adopt that combined system rather than continuing to buy each function from a specialist.