On April 27, 2022, Mavrck, an enterprise influencer marketing platform, has entered into a strategic partnership with Later, a social media marketing platform for small businesses and creators, backed by a CAD173 million ($135 million) investment from Summit Partners. This deal builds on Summit's prior CAD165 million ($120 million) investment in Mavrck from December 2021. The partnership aims to tackle the challenge of measuring and monetizing creator content in an industry expected to grow to CAD117 billion ($85 billion) by 2028. Later will operate independently but collaborate with Mavrck to leverage its extensive social insights, including significant traffic from its link-in-bio feature, to enhance creator profitability and provide valuable analytics for brands. The collaboration is poised to bolster Later's support for its nearly 7 million users and integrate Mavrck's significant data assets, including $200 million paid to over 3 million creators, to improve product innovation and machine learning capabilities. The leadership team for this new venture will be led by Mavrck's CEO Lyle Stevens, with Later's Roger Patterson maintaining his role and joining Mavrck's board. The transaction, concluded in April 2022, was advised by Aqua Mergers & Acquisitions for Later and Goodwin for Mavrck.