British Columbia social media company later acquired by Mavrck LLC

A Vancouver tech company specializing in social media marketing falls under the influence of another company.


Later, Media Inc. is acquired by Boston-based Mavrck LLC after the US-based company known for working with online influencers raised $135 million through a strategic investment funded by Summit Partners.


The deal was completed earlier this month, but was announced on Wednesday.


Later’s exact sale price has not been disclosed, but the acquisition comes after Mavrck previously raised US$120 million from Summit Partners in December.


Founded as Latergramme in 2014, the British Columbia company is best known for its marketing management platform developed for Instagram.


Mavrck specializes in the online influencer space, helping brands connect with consumers by leveraging social media elites with large audiences.


“Integrating Later’s social insights into the Mavrck platform will help brands search for creators based on historical traffic generated by Later’s link-in-bio solution and, in turn, contribute to a better match. of the brand,” Mavrck CEO Lyle Stevens said in a statement.


Later’s biography link feature has generated two billion page views for users over the past six years and nearly seven million users use its platform to help plan content, according to the company.


Co-founder Roger Patterson will continue to lead Later, serving as president of the new business unit and joining Mavrck’s board of directors.


Fellow Later co-founder Ian MacKinnon will serve as Mavrck’s chief technology officer, while Later VP Robin de Pelham will take on the role of chief human resources officer at the new parent company. .


“When we turned on the paid plans, it was the ultimate decision on whether we were bringing value to people,” MacKinnon said. VBI in 2019.


“A lot of people who used to get something for free didn’t like that we started charging. But a lot of people started paying, and that’s when we really knew we were offer something of value.


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Cathy W. Howerton