Coupled with an early 2025 acquisition by Later and executive team updates, Mavely continues to bolster its industry presence while serving as an all-inclusive resource for influencers
CHICAGO, Feb. 5, 2025 /PRNewswire/ — Mavely, the Everyday Influencer Platform®, today detailed the unprecedented growth the company saw in 2024 and provided a look ahead of what’s to come over the next 12 months. The continued growth trajectory is a testament to strategic investments to support and grow Mavely creators, empowering them to capitalize on their reach with consumers and underscoring the unique power Everyday Influencers® hold when precisely paired with brands and retailers that align with their interests.
2024 Highlights:
- Business Growth and GMV Run Rate: Mavely reached a Gross Merchandise Value (GMV) run rate of over $1.4 billion* in 2024 — representing an over 300% growth from the previous period last year in influencer-driven sales for Mavely’s retail partners — and drove nearly $30 million in GMV between Black Friday and Cyber Monday.
- Staff Growth and New Hires:Â In addition to the company’s total headcount growing by 128% during 2024, Mavely brought on several new industry leaders including:
- Emily Sutton, Chief of Staff (Chicago)
- Drew Berkowitz, VP of Sales (New York City)
- Usaid Khan, VP of Business Development (New York City)
- Suhail Pothigara, VP of Product (Chicago)
- Key Expansion of Mavely Integrations: Mavely announced additions to their creator offerings through key partnerships with LinkDM and Button, doubling down on its investment in creators by providing them with the industry’s best tools in an all-inclusive and comprehensive solution, for free.
- Increased Influencer Education & Connection:
- Mavely launched Mavely Meetups, a series of events that bring influencers together in person to engage, network, and learn from experts in the creator economy. In 2024, the stops included Austin, Chicago, Denver, Nashville, and Kansas City, Mo., and Mavely plans to further scale the events nationwide in 2025.
- Mavely University Live, a live educational webinar series, launched and attracted more than 1,000 registrants in 2024. Attendees took part in sessions that covered ways to excel at brand campaigns, affiliate marketing strategies, and diversifying their social platforms — learning from Mavely experts, top creators, social media industry leaders, and Mavely retail partners like Chewy.
“Authencity has never been more paramount. Our approach to influencer marketing prioritizes long-term trust between retailers and consumers, establishing brand loyalty and fostering lifetime value to customers. The success of this approach continues to be proven in the significance of our recent milestones and ability to scale our business,” said Evan Wray, Co-Founder and Head of Mavely. “In 2025, brands that invest in connecting authentically with their consumers will set them apart from their competition.”
2025: M&A and beyond
Continuing momentum into the new year, on January 3, Mavely announced that it was acquired by Later in a groundbreaking $250 million deal. The unprecedented deal marks a pivotal step toward reshaping how creators and marketers collaborate to deliver real, impactful business results. The joint company blends Mavely’s vast network of more than 120,000 creators with Later’s cutting-edge AI-powered predictive analytics, crafting a comprehensive solution that seamlessly bridges the gap from brand awareness to conversion. Mavely’s cofounders and leadership team — Evan Wray, Head of Mavely; Sean O’Brien, Head of Mavely Product and Technology; and Kevin Kenefick, Head of Mavely Finance — have joined Later’s leadership team and will play pivotal roles in shaping the future of the company.
“The industry is shifting, traditional forms of media are taking a backseat to everyday, relatable content creators,” continued Wray. “Joining forces with Later helps us better meet the needs of this growing market, for creators and brands alike. Throughout 2025, we expect to see the creator industry shift and grow even further, and we’re equipped to meet them every step of the way.”
*Mavely’s current GMV run rate is based on a three-month average transaction volume, October – December 2024.
About Mavely
Mavely is the Everyday Influencer Platform® that empowers real people to monetize their content by promoting the world’s favorite brands. Deploying a performance-driven approach to influencer marketing, Mavely’s network of creators drives hundreds of millions of dollars each year in sales for brand partners across diverse niches and platforms, with attributable data from post to purchase. Learn more at joinmavely.com.
About Later
Later is the enterprise leader in social media and influencer marketing software, services, and data. Our integrated platform helps brands, agencies, and creators maximize return on social through streamlined creator partnerships and campaign management. Backed by proprietary data and deep integrations with leading social platforms, Later helps marketing leaders find predictable revenue drivers in the creator economy. Learn more at later.com.
SOURCE Mavely