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Later is a technology company.
Later provides an integrated platform for influencer marketing and social media management, enabling brands and creators to plan, execute, and analyze their digital strategies. It offers robust content scheduling across social channels, performance analytics, and social listening. The platform also streamlines influencer campaign management, from creator discovery and nurturing to sales tracking.
Co-founded in 2013 by Cindy Chen, Ian MacKinnon, Roger Patterson, and Matt Smith, Later began as Latergramme. Recognizing a critical need for efficient content scheduling on visual platforms like Instagram, they developed an early solution to streamline social media workflows. This insight into optimizing content delivery propelled the platform's initial growth.
The company serves diverse clients, from enterprise brands managing influencer programs to social media managers and individual creators monetizing their content. Later's vision centers on translating social media engagement into measurable business outcomes, aiming to be a pivotal platform for social revenue generation.
Later has raised $268.3M across 5 funding rounds.
Later has raised $268.3M in total across 5 funding rounds.
Later has raised $268.3M in total across 5 funding rounds.
Later's investors include Michael A. Medici, GrandBanks Capital, Kepha Partners.
Later is a Vancouver-based technology company that powers the creator economy through an integrated platform for influencer marketing, social media management, social listening, and link-in-bio solutions. It builds tools like automated scheduling, publishing, analytics, Link in Bio pages, and AI-driven predictive intelligence (Later EdgeAI) to help brands and creators manage social content, run campaigns, track performance, and drive conversions from followers to customers.[1][2][3][4] Targeting social media managers, agencies, freelancers, and businesses of all sizes, Later solves the challenges of inefficient social workflows, content planning, and measuring influencer impact by offering tiered subscriptions, team collaboration, and integrations with platforms like Instagram, TikTok, Facebook, and Pinterest.[1][2] With over $200M in funding and recent expansions via acquisitions, Later combines proprietary data from millions of creators to deliver measurable ROI, including $1.5B in tracked sales in 2024 alone.[1][4]
Later's roots trace back to 2014 when Splashscore was founded to reward everyday social media users for engaging on Facebook, establishing early groundwork in people-powered marketing.[2] In 2015, it rebranded to Mavrck, pivoting to data-driven creator discovery and management at scale for brands.[2] Key evolution came through strategic acquisitions: in 2022, Mavrck acquired Later, integrating top-tier social media scheduling, a creator marketplace, and Link in Bio tools to boost traffic and sales.[2] By 2024, Mavrck and Later unified under the Later brand, expanding to full campaign planning and performance tracking.[2] In 2025, Later acquired Mavely, adding affiliate marketing capabilities to track influencer-driven sales, culminating in a comprehensive platform under CEO Scott Sutton's leadership.[2][3]
Later rides the explosive growth of the creator economy and social commerce, where influencer marketing shifts from guesswork to data-driven outcomes amid rising platform algorithms and affiliate trends.[2][3][4] Timing is ideal post-2025 Mavely acquisition, capitalizing on AI advancements like EdgeAI to predict ROI in a market projected for massive scale, fueled by TikTok's dominance and Meta's commerce push.[3][4] Market forces favoring Later include proprietary datasets unavailable to competitors, enabling precise creator matching and full-funnel tracking that bridges creativity with sales—evident in integrations and $1.5B sales visibility.[4] It influences the ecosystem by empowering brands to "let real people do the talking," democratizing influence while providing agencies and SMBs enterprise-grade tools, thus accelerating authentic marketing over traditional ads.[2]
Later is poised to dominate influencer marketing with EdgeAI's continuous learning from campaigns, expanding into deeper social commerce and predictive analytics amid AI-native platforms.[3] Trends like real-time cultural signals, affiliate scaling, and cross-platform integrations will shape its path, potentially unlocking even larger datasets as creator economies mature.[4] Its influence may evolve from management tools to the definitive intelligence layer for social ROI, solidifying its role as the bridge between authentic creativity and commercial wins—uniting marketers and creators in a people-powered future.[2]
Later has raised $268.3M across 5 funding rounds. Most recently, it raised $135.0M Later (Formerly Mavrck) - Other Equity in April 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Apr 27, 2022 | $135.0M Later (Formerly Mavrck) - Other Equity | Michael A. Medici | |
| Dec 16, 2021 | $120.0M Later (Formerly Mavrck) - Other Equity | Michael A. Medici | |
| Oct 31, 2018 | $5.8M Later (Formerly Mavrck) - Other Equity | GrandBanks Capital, Kepha Partners | |
| Nov 16, 2015 | $5.0M Later (Formerly Mavrck) - Series A | ||
| Dec 22, 2014 | $2.5M Later (Formerly Mavrck) - Series A | GrandBanks Capital |