Later was originally known for social media scheduling but wanted to expand into adjacent categories. Spotting a major opportunity in influencer marketing, they acquired Mavely for $275M. Fletch helped Later reposition for large enterprises running major influencer campaigns. In this framing, the real competition was no longer scheduling tools but high-ticket influencer agencies. Later now had a highly differentiated approach that combined Mavely’s high-affinity creator network with trend prediction powered by proprietary data from their broader social media products.