Creator-economy unicorn LTK lays off staff as it doubles down on its new marketing tech for brands

• Creator-commerce platform LTK let go of some staff on Thursday as part of a reorganization.
• The cuts were tied to structural changes and a shift to focus on its new brand platform, the company said.
• The move affected a low single-digit percentage of LTK's team of over 550 people, the company added.

LTK, a Softbank-backed startup and creator economy unicorn, let go of some staff on Thursday as part of a reorganization, a company spokesperson confirmed to Business Insider.

The cuts were designed to refocus LTK's business around its revamped brand platform and to account for structural changes to internal teams like marketing, according to the company.

The job reductions, which hit a variety of roles including software engineers and staffers who worked with creators, affected a low single-digit percentage of LTK's overall head count, which numbers over 550 employees, they said.

"LTK recently completed a targeted organizational restructure to ensure we are aligned around the skills and priorities required for our next phase of growth," the spokesperson said. "This was not a broad-based layoff, but a strategic realignment focused on strengthening performance and positioning the business for long-term success."

LTK, previously known as RewardStyle, was founded around 15 years ago by president Amber Venz Box. The company, which says it's profitable and doubled its EBITDA in 2025, has raised a little over $300 million in its lifetime. Most of that capital came in a 2021 round from SoftBank's Vision Fund 2, which valued the startup at $2 billion.

Over the last decade, LTK has established itself as one of the leading players in affiliate marketing, building a network of influencers who promote products on social media in exchange for commissions.

Recently, the company has made a series of moves to establish itself beyond social media affiliate marketing.

The company relaunched its app for influencer-driven shopping, called LTK, in early 2025, to add more consumer-facing features as it sought to build its own brand identity with consumers.

In late 2025, the company announced it was revamping its platform for brands, offering features such as creator discovery and performance tracking at no cost. LTK makes money by collecting a commission on sales. The company said that over 1,000 brands have been onboarded onto the platform.

LTK is one of several creator economy startups that have focused their businesses on e-commerce. Other big players in the space include affiliate platform ShopMy and live-selling app Whatnot, which in October raised $225 million at an $11.5 billion valuation.