Mavn launches its app to connect influencers with brands and provide paid experiences


Mavn creator app
Image Credits: Mavn

Mavn, a new female-founded startup that connects content creators with brands and other businesses, launched its app today, giving users access to a variety of experiences, from PR packages and paid posts to campaigns, photoshoots, events, dining at fancy restaurants and more.

The app is available on iOS and Android devices. Creators can scroll through categories like “Dining,” “Paid,” “Experiences,” “Mailers” and “Nonprofit” and apply for any opportunity listed to be considered. Brands — which have access to an in-app dashboard with vetting tools, insights and a calendar feature — then review applicants and either accept, decline or put them on a waitlist.

If a creator is accepted, they have the option to speak with the Mavn team or “concierge” via chat to discuss the next steps. Even before applying, users can message a Mavn employee to ask questions. Also, all contracts and payments are completed within the app. Influencers can upload photos and videos as well.

Mavn is currently only available for Miami-based experiences. The beta version rolled out on December 18, 2022.

The app will provide experiences in Los Angeles, California and New York later this year. Mavn also plans to eventually expand to international markets in the future, such as “select hot spot summer destinations” like St. Tropez, Mykonos, Tel Aviv and Ibiza, the company told TechCrunch.

Image Credits: Mavn

At launch, opportunities range from paid campaigns with Crown Royal Regal Apple, FitTea and swimwear brand Natki Swim to free products like skincare, clothing, fitness supplements and more. Mavn also partners with nonprofit organizations like Charity Buzz, Angel Watching Over Me Foundation, Jamie’s Rescue and The Playing for Change Foundation.

Founder Olivia Ormos noted that she is in talks with the Miami Open tennis tournament and NFL’s Miami Dolphins for future experiences.

The app is free to use, however, users must fill out a questionnaire first to be considered. Instead of prioritizing follower count, Mavn has an interesting acceptance process — at least, in our opinion.

“It’s not only about the followers for me,” Ormos told us. “I accepted somebody that had 9,000 followers.”

Mavn focuses on accepting users based on factors like diversity, engagement and creativity, among others. An example of poor engagement would be if a creator has one million followers and only 200 people like their posts. Creators that hide all their comments may also not be considered, Ormos said, depending on the situation.

“I also look at the level of content creation and creativity. I think that somebody who’s on their way is just as exciting for me as somebody that’s already established,” she added. “I also look for mutuals. Do any of our creators have any friends in common? We look for trustworthiness.”

Mavn doesn’t just accept the typical “pretty model,” Ormos said. “I have a magician on the app. I have somebody who specializes in boating content. It’s all kinds of stuff and that was my goal going into it. So, I’m happy to see the diverse applicants.”

Creators must be 18 years old or older to be accepted.

Mavn claims to have received thousands of applicants already, yet it has only accepted about 300 users so far, with a combined following of approximately 50 million, according to the company. While Ormos declined to share the names of notable Mavn users, she did reveal that NBA players, Netflix and HBO actresses as well as top streaming Spotify artists have signed up.

Once a creator is accepted, there are two plans to choose from: Mavn and Mavn+. The basic Mavn plan requires an Instagram account to sign up, and creators can only apply for non-paid experiences.

Mavn+, on the other hand, requires users to sign up with their Facebook account in order to share their insights via Meta. This is to ensure that brands can see all the users’ insights to confirm if they are the right influencer to partner with, Ormos explained. Users that sign up with Mavn+ get access to paid opportunities.

Mavn plans to eventually launch paid subscription plans in the future, with Mavn+ being the most expensive.

Although Mavn takes 0% commission from creators, brands are required to pay a fee to be featured on the app. The fee for businesses ranges from $2,000 to $7,000 per month “depending on how big of a job it is,” Ormos said.

Mavn founder & CEO Olivia Ormos. Image Credits: Mavn 

Ormos is the founder of marketing agency OO & CO, which is mainly known for organizing the annual Model Volleyball Tournament, where models representing top agencies (Next, Elite, Ford and more) compete against each other. In addition to marketing and events, OO & CO also provides services like brand awareness and talent management.

She came up with the idea for Mavn in April after seeing a “massive influx” of demand for influencers — a term that has skyrocketed in popularity in recent years.

“Business development was coming out of nowhere. I couldn’t have one conversation that didn’t involve the word ‘influencer,’” she said. “Whether it was people asking us to help support getting influencers to an event, my social media clients wanting to dive into doing more user-generated content, pay-to-play campaigns, restaurants coming to us to do dining programs instead of doing traditional advertising and really using the influencer space to accomplish those things. And it got to a point where I just couldn’t handle the amount of manual work that went into doing influencer marketing.”

Mavn was mainly created to combat the upkeep of building a creator database as well as simplify communication between brand and influencer. However, it was also built to “put the creator in the driver’s seat,” Ormos added.

While similar platforms focus on businesses and their needs, Mavn claims to be an app where creators aren’t lost in the process.

“What I realized about other competitors is they’re highly focused on the businesses,” Ormos said. “They’re very much like, ‘We can get you influencers. We can help you do this.’ And I think the creator gets lost in this process and isn’t really empowered… So yes, of course, I’m not the first person to do this, but I think I’ve utilized my experience in the space. So many influencers have come to me with positive feedback that they really feel [Mavn is] simplified for them, and it doesn’t feel confusing. So I think that we’ve done it in a way that feels right for [content creators.]”

Updated 3/16/23 at 10:48 a.m. with corrections to the statements “Mavn is currently only available to content creators who are based in Miami, Florida” and “Creators must also be verified on social media.” Mavn accepts creators regardless of location or verification. 

More TechCrunch

Welcome back to TechCrunch’s Week in Review. This week had two major events from OpenAI and Google. OpenAI’s spring update event saw the reveal of its new model, GPT-4o, which…

OpenAI and Google lay out their competing AI visions

Expedia says Rathi Murthy and Sreenivas Rachamadugu, respectively its CTO and senior vice president of core services product & engineering, are no longer employed at the travel booking company. In…

Expedia says two execs dismissed after ‘violation of company policy’

When Jeffrey Wang posted to X asking if anyone wanted to go in on an order of fancy-but-affordable office nap pods, he didn’t expect the post to go viral.

With AI startups booming, nap pods and Silicon Valley hustle culture are back

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

A new crop of early-stage startups — along with some recent VC investments — illustrates a niche emerging in the autonomous vehicle technology sector. Unlike the companies bringing robotaxis to…

VCs and the military are fueling self-driving startups that don’t need roads

When the founders of Sagetap, Sahil Khanna and Kevin Hughes, started working at early-stage enterprise software startups, they were surprised to find that the companies they worked at were trying…

Deal Dive: Sagetap looks to bring enterprise software sales into the 21st century

Keeping up with an industry as fast-moving as AI is a tall order. So until an AI can do it for you, here’s a handy roundup of recent stories in the world…

This Week in AI: OpenAI moves away from safety

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine

IndieBio’s Bay Area incubator is about to debut its 15th cohort of biotech startups. We took special note of a few, which were making some major, bordering on ludicrous, claims…

IndieBio’s SF incubator lineup is making some wild biotech promises

YouTube TV has announced that its multiview feature for watching four streams at once is now available on Android phones and tablets. The Android launch comes two months after YouTube…

YouTube TV’s ‘multiview’ feature is now available on Android phones and tablets

Featured Article

Two Santa Cruz students uncover security bug that could let millions do their laundry for free

CSC ServiceWorks provides laundry machines to thousands of residential homes and universities, but the company ignored requests to fix a security bug.

1 day ago
Two Santa Cruz students uncover security bug that could let millions do their laundry for free

TechCrunch Disrupt 2024 is just around the corner, and the buzz is palpable. But what if we told you there’s a chance for you to not just attend, but also…

Harness the TechCrunch Effect: Host a Side Event at Disrupt 2024

Decks are all about telling a compelling story and Goodcarbon does a good job on that front. But there’s important information missing too.

Pitch Deck Teardown: Goodcarbon’s $5.5M seed deck

Slack is making it difficult for its customers if they want the company to stop using its data for model training.

Slack under attack over sneaky AI training policy

A Texas-based company that provides health insurance and benefit plans disclosed a data breach affecting almost 2.5 million people, some of whom had their Social Security number stolen. WebTPA said…

Healthcare company WebTPA discloses breach affecting 2.5 million people

Featured Article

Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Microsoft won’t be facing antitrust scrutiny in the U.K. over its recent investment into French AI startup Mistral AI.

1 day ago
Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Ember has partnered with HSBC in the U.K. so that the bank’s business customers can access Ember’s services from their online accounts.

Embedded finance is still trendy as accounting automation startup Ember partners with HSBC UK

Kudos uses AI to figure out consumer spending habits so it can then provide more personalized financial advice, like maximizing rewards and utilizing credit effectively.

Kudos lands $10M for an AI smart wallet that picks the best credit card for purchases

The EU’s warning comes after Microsoft failed to respond to a legally binding request for information that focused on its generative AI tools.

EU warns Microsoft it could be fined billions over missing GenAI risk info

The prospects for troubled banking-as-a-service startup Synapse have gone from bad to worse this week after a United States Trustee filed an emergency motion on Wednesday.  The trustee is asking…

A US Trustee wants troubled fintech Synapse to be liquidated via Chapter 7 bankruptcy, cites ‘gross mismanagement’

U.K.-based Seraphim Space is spinning up its 13th accelerator program, with nine participating companies working on a range of tech from propulsion to in-space manufacturing and space situational awareness. The…

Seraphim’s latest space accelerator welcomes nine companies

OpenAI has reached a deal with Reddit to use the social news site’s data for training AI models. In a blog post on OpenAI’s press relations site, the company said…

OpenAI inks deal to train AI on Reddit data

X users will now be able to discover posts from new Communities that are trending directly from an Explore tab within the section.

X pushes more users to Communities

For Mark Zuckerberg’s 40th birthday, his wife got him a photoshoot. Zuckerberg gives the camera a sly smile as he sits amid a carefully crafted re-creation of his childhood bedroom.…

Mark Zuckerberg’s makeover: Midlife crisis or carefully crafted rebrand?

Strava announced a slew of features, including AI to weed out leaderboard cheats, a new ‘family’ subscription plan, dark mode and more.

Strava taps AI to weed out leaderboard cheats, unveils ‘family’ plan, dark mode and more

We all fall down sometimes. Astronauts are no exception. You need to be in peak physical condition for space travel, but bulky space suits and lower gravity levels can be…

Astronauts fall over. Robotic limbs can help them back up.

Microsoft will launch its custom Cobalt 100 chips to customers as a public preview at its Build conference next week, TechCrunch has learned. In an analyst briefing ahead of Build,…

Microsoft’s custom Cobalt chips will come to Azure next week

What a wild week for transportation news! It was a smorgasbord of news that seemed to touch every sector and theme in transportation.

Tesla keeps cutting jobs and the feds probe Waymo