Later folds Mavely into its brand as creator payouts pass $300 million

Later, the Boston-based creator marketing and social media management platform, said on September 1 that cumulative payouts to creators through its systems have passed $300 million, and that its revenue has more than doubled over the past two years. Alongside the milestone, the company is retiring the Mavely brand: the affiliate commerce network it bought in January 2025 now operates under the Later name.

The company framed the rebrand as the end of a split between two businesses that had been sold and run separately, one for paid influencer campaigns and social publishing, the other for shoppable links and commissions. Chief executive Scott Sutton said that “those silos became a barrier to growth for the brands buying it” and for the creators who earn from it. The combined platform indexes 28 million creators and attributes more than $3 billion in purchases to influencer activity.

Later put a string of growth figures behind the announcement. Revenue rose about 50% in the last 12 months; in the second quarter of 2026, compared with a year earlier, new business was up 142%, creator campaign activations grew 25% and payouts to creators increased 71%. Clicks on affiliate links were up 73% year over year. The company says that in 2026 shoppers have been clicking creator shoppable links roughly 17 times a second on average, the equivalent of about 1.4 million clicks and 86,000 sales a day.

Why it matters

Mavely was one of the larger deals in the category. Later paid $250 million for the network in early 2025, funded by growth equity from Summit Partners, buying it from Rhyz, a subsidiary of Nu Skin. At the time Mavely had more than 120,000 creators and over $1 billion in gross merchandise volume across some 1,400 brands, as Net Influencer recalls. Collapsing the two names into one signals that Later wants to sell affiliate links, paid campaigns and social publishing as a single product to enterprise clients such as Nike, Unilever, Wayfair and Southwest Airlines.

The data angle is just as important. Later says Mavely’s transaction history now feeds its Creator AEO matching tool and its EdgeAI predictive product, so brands can choose creators on the basis of sales performance rather than follower counts. That is the same pitch rivals such as LTK are making, and it reflects a wider shift in creator budgets toward commission-based work.

What’s next

For creators, Later says little changes on day one. In a blog post, Paige Kelly, general manager of creator at Later, wrote that existing links stay live, commission rates and the twice-monthly payout schedule (the 1st and 15th) are unchanged, and no new account is needed, only an app update. Former Mavely creators will gain access to Later’s enterprise brand roster and, the company says, will soon be able to browse and apply for campaigns directly inside the app.