Later drops the Mavely name as payments to creators pass 300 million dollars

Later is a Boston company that runs creator marketing and manages social media accounts for brands. It said on September 1 that creators have now been paid more than 300 million dollars through its systems in total. It also said its revenue has more than doubled in the past two years. At the same time the company is dropping the Mavely name. Mavely is the affiliate network that Later bought in January 2025, and it now works under the Later name. An affiliate network pays creators a share of each sale made through their links.

The company says the change ends a split between two businesses that were sold and run separately. One did paid influencer campaigns and social media posting. The other did shoppable links and commissions. Chief executive Scott Sutton said “those silos became a barrier to growth” for the brands buying it, and for the creators who earn from it. The joined-up platform lists 28 million creators and links more than 3 billion dollars of purchases to influencer work.

Later gave a run of growth figures with the announcement. Revenue rose about 50% in the last twelve months. In the second quarter of 2026, compared with a year earlier, new business was up 142%, the number of creator campaigns grew 25%, and payments to creators rose 71%. Clicks on affiliate links were up 73% on the year. The company says that in 2026 shoppers have clicked creator shopping links about seventeen times a second on average. That works out at roughly 1.4 million clicks and 86,000 sales a day.

Later paid 250 million dollars for Mavely in early 2025

Mavely was one of the bigger deals in this field. Later paid 250 million dollars for the network in early 2025, using growth money from Summit Partners. It bought Mavely from Rhyz, a company owned by Nu Skin. At the time Mavely had more than 120,000 creators and over one billion dollars of goods sold across about 1,400 brands, as Net Influencer recalls. Putting the two names together shows that Later wants to sell affiliate links, paid campaigns and social posting as one product to large clients such as Nike, Unilever, Wayfair and Southwest Airlines.

The data side matters just as much. Later says Mavely’s record of past sales now feeds its Creator AEO matching tool and its EdgeAI prediction product. Brands can then pick creators by how much they sell, rather than by how many followers they have. Rivals such as LTK make the same offer. It also reflects a wider move of creator budgets towards work paid by commission.

Later says existing links stay live and rates do not change

For creators, Later says little changes on the first day. In a blog post, Paige Kelly, general manager of creator at Later, wrote that existing links stay live. Commission rates do not change, and payments still come twice a month, on the first and the fifteenth. Nobody needs a new account, only an app update. Creators who came from Mavely will get access to Later’s list of large brands. The company says they will soon be able to look through campaigns and apply for them inside the app.