Boston-based Software company Later has acquired influencer platform Mavely for $250 million, the companies disclosed today. Later is a specialist in developing influencer marketing and social media management software. 

Mavely, which is branded as the “Everyday Influencer Platform,” was sold by Rhyz Inc., a subsidiary of Nu Skin Enterprises, which is publicly traded on the New York Stock Exchange. 

The companies said the deal accelerates Later’s ability to deliver “full-funnel impact and measurable ROI for marketers while enabling creators to maximize their earnings through social commerce.”  

They also said it pairs Later’s AI analytics with performance data from Mavely’s 120,000-plus creators, who have driven more than 1 billion in gross merchandising volume (GMV) for over 1,400 brands like Nike, Lululemon, Old Navy, adidas and Macy’s.   

“This move enables us to deliver a seamless, full-funnel experience for marketers—offering return-on-ad-spend (ROAS) based campaigns and driving predictable, attributable outcomes,” stated Later CEO Scott Sutton. “  

Mavely’s cofounders and leadership team—CEO Evan Wray, CTO Sean O’Brien, and CFO Kevin Kenefick—will join Later’s leadership team.