The Technology team advised Later in the acquisition of Mavely, a platform known for paying commissions to social-media creators for the sales they directly generate, for $250 million in cash and stock. This acquisition accelerates Later's ability to deliver full-funnel impact and measurable ROI for marketers while enabling creators to maximize their earnings through social commerce. Later funded the acquisition with a strategic investment from growth equity firm Summit Partners.
Later is the enterprise leader in social media and influencer marketing software, services, and data. The 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.
The Goodwin team was led by Ken Gordon, Daniel Isaacs, Janet Andolina, Sarah Bock, Beth Withers, Conner Pine, Katie Hand, David Scott, and Katie Jones, Matt Salit, Tory Stark, Omer Tene, Cecelia Lockner, Kyle Pine, Christina Bitter, Xander Flynn-Tabloff, Jacquelyn Burke, Justin Ward, Adam Slutsky, Jacob Osborn, Jason Wilcox, Jessica Gill, Paul Jin, Rahat Tariq, Mike Casaburi, Jacob Lee, Tyler Mayo, Jessica Rothstein, Michael Faikes, Katerina Dee, Lexi Brenza, Alicia Wi, Nicholas Pellow, and Eric Graffeo.
For more information on the deal, please read the press release and coverage in the Wall Street Journal.