Creator-economy unicorn LTK lays off staff as it doubles down on its new marketing tech for brands
Business Insider
February 13, 2026
AI-Generated Deep Dive Summary
LTK, a leading creator-commerce platform and SoftBank-backed startup, has announced layoffs affecting approximately 3-4% of its over 550-person team as part of a strategic reorganization. The cuts aim to refocus the company on its newly revamped brand marketing platform, with adjustments made to internal teams such as marketing. LTK emphasized that this was not a broad-based layoff but a targeted realignment to strengthen performance and position the business for long-term growth.
LTK, originally known as RewardStyle, has established itself as a major player in affiliate marketing over the past decade, connecting influencers with brands through social media promotions. The company operates profitably, having doubled its EBITDA in 2025 and raising $300 million, primarily from SoftBank's Vision Fund 2, which valued LTK at $2 billion. This investment underscores its position as a key player in the creator economy.
In recent years, LTK has shifted its focus beyond traditional affiliate marketing by relaunching its influencer-driven shopping app with enhanced consumer features and introducing a revamped brand platform offering tools like creator discovery and performance tracking at no cost. Over 1,000 brands have joined this new platform, enabling LTK to expand its reach while maintaining profitability through commission-based sales.
LTK's strategic pivot highlights the evolving nature of the creator economy and the increasing demand for innovative marketing solutions. By streamlining its operations and focusing on brand-centric tech, LTK aims to solidify its position as a leader in this competitive space. This move reflects broader industry trends where companies adapt by shedding non-core functions and investing in areas with higher growth potential.
The creator-commerce sector is heating up, with players like ShopMy and Whatnot also making significant strides. As competition intensifies, LTK's ability to innovate and align its offerings with brand needs will be crucial for sustaining its growth and market dominance.
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Originally published on Business Insider on 2/13/2026