Howl
Howl is a creator commerce platform that connects brands and influencers through trackable affiliate links, real-time sales analytics, and retail media network access, serving enterprise retailers like Nike, Target, and Samsung alongside creators of all sizes.
- Company typePrivate
- Founded2022
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Howl does
Howl Technologies, Inc. is a New York-based creator commerce platform that connects brands with content creators through trackable affiliate links, real-time sales analytics, and exclusive access to retail media budgets. Founded in 2022 and operating as a private, venture-backed company, Howl serves a two-sided marketplace: creators of any follower size use the platform to monetize brand partnerships via commission-based affiliate links, pay-per-lead and pay-per-click models, and upfront content flat fees, while brands access a curated network that explicitly excludes coupon and cashback sites. The platform's core technology stack includes Link Folders for organizing affiliate links, a Real-Time Orders dashboard for live sales tracking, Custom Filters for analytics, and customizable Creator Shops with personal URLs. Differentiated features include Personalized Elevated Rates (performance-based commission bumps), Superlinks and Portfolios for tracking major-brand collaborations, and Howl Instant Pay for accelerated payouts powered by Stripe. The company's flagship enterprise brand partners include Nike, Target, Walmart, Samsung, Sony, Dick's Sporting Goods, Puma, Adidas, Salomon, LG, Crutchfield, and Brooks, with the platform having facilitated $1.1 billion in sales and $100 million+ in creator payouts over three years.
Howl monetizes primarily through affiliate commissions flowing between brands and creators, with additional revenue from Instant Pay transaction fees and a premium tier called Howl Select that offers $25,000 in guaranteed flat fees, a $10,000 growth accelerator, and $5,000 in testing/sampling budget under multi-year contracts. Pricing for brand-side campaigns is negotiated and not publicly disclosed; the standard creator affiliate program has no joining fee and a $120 minimum payout threshold with a roughly 90-day post-month-end payout cycle. Distribution is product-led and self-serve through the web app at app.howl.link, plus iOS and Android mobile apps and a Chrome browser extension launched in 2025; creator onboarding runs through a waitlist at app.howl.link/waitlist. Payment processing is handled through Stripe Connected Accounts, and creator eligibility is currently limited to residents of the United States, United Kingdom, Singapore, and Canada. The company is GDPR-compliant and operates under Delaware incorporation with its headquarters at 335 Madison Avenue, New York.
The company has raised $27 million in Series A funding led by Highland Capital Partners (December 2022), supplemented by earlier rounds including $8 million from Act One Ventures (November 2019) and $3 million from a syndicate including NEA, Talis Capital, and Winklevoss Capital (November 2015). Leadership is led by founder Li Haslett Chen, with Alison Go as Chief Strategy Officer, Toby Matejovsky as VP of Engineering, and Malda Hibri as Head of Legal and Strategy. The company maintains compliance posture for GDPR and LGPD, integrates with social platforms (Instagram, TikTok, Google) for login and profile data, and markets itself through a community-led motion anchored by high-profile creator ambassadors such as MKBHD (20.3M followers) and @evanysphotography (1.5M followers).
Howl firmographics
Firmographics- Name
- Howl
- Legal name
- Howl Technologies, Inc.
- Website
- https://howl.link
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Howl is a creator commerce platform that connects brands and influencers through trackable affiliate links, real-time sales analytics, and retail media network access, serving enterprise retailers like Nike, Target, and Samsung alongside creators of all sizes.
- Ownership category
- akta.pro rank
Howl industry classification
Industry- Product category
- Creator Commerce Platform
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Creator Sponsorship & Brand Deal Monetization Tools (MPACAFAG)
- akta.pro secondary industry
- Influencer Whitelisting, Paid Amplification & Spark Ads (BPAFAHAH)
Keywords
Where Howl is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Howl business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Affiliate Commission (Revenue Share): Creators earn commissions based on a percentage of sales generated through their partner links. Commission rates vary by campaign and brand, with elevated rates for top-performing creators based on their sales impact.
- Content Flat Fees & Licensing: Creators receive upfront fixed payments for content creation and licensing, providing guaranteed income regardless of sales outcomes. Part of the elevated earnings model alongside commissions.
- Pay-Per-Lead (PPL) and Pay-Per-Click (CPC): Creators earn through pay-per-lead and pay-per-click models in addition to traditional affiliate commissions, offering multiple earning mechanisms beyond standard sales commissions.
- Instant Pay Transaction Fees: Creators using the Instant Pay accelerated payout feature pay a transactional fee per payment request, processed via Stripe.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Multi-year contract | Howl Select Program — $40,000 total value: $25K guaranteed flat fees + $10K growth accelerator + $5K testing budget |
| Transaction based/ take rate | Monthly | Standard Affiliate Program — no joining fee; commission-based earnings with $120 minimum payout threshold |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Howl product offering
Product offeringCore offering
Howl is a creator commerce platform that connects brands with content creators and influencers through trackable affiliate links, real-time sales analytics, and retail media network integration. The platform enables creators to monetize content via affiliate commissions, content flat fees, and pay-per-lead/click models, while giving brands access to a quality-first network of creators ranked by sales impact.
Product overview
Howl is an influencer marketing and creator commerce platform that connects brands with creators for affiliate marketing and brand partnerships. The core platform consists of Link Folders for organizing affiliate links, Real-Time Orders for live sales tracking, Custom Filters for analytics customization, and Shops/Storefront for product curation. The platform supports multiple earning models including commission-based affiliate links, Content Flat Fees & Licensing, and Premium PPL & CPC Rates. Howl Select is a premium tier program offering guaranteed flat fees and growth funding. The Retail Media Networks feature provides exclusive access to brand advertising budgets. Supporting modules include Howl Instant Pay for accelerated payouts, mobile apps for iOS and Android, and a Chrome Extension. Brands access the platform through campaign management tools, a unified performance dashboard, and an Affiliate Suite with flexible commission structures. The platform integrates with Stripe for payments and social platforms (Instagram, TikTok, Google) for login and profile data.
Differentiator
Problem solved
Functional benefit
Products and services
- Howl Creator Platform Core SaaS platform that connects creators and influencers with major brands (Nike, Target, Walmart, Samsung, Sony, etc.) for affiliate marketing, content monetization, and brand partnerships. Features include Link Folders for organizing affiliate links, Real-Time Orders dashboard, Custom Filters, elevated commission rates, shops/portfolios with custom URLs, and campaign management tools. Accessible via web, iOS, Android, and Chrome extension.
- Howl Select Premium creator program for top-tier creators providing $25,000 in guaranteed flat fees, a $10,000 growth accelerator to push content further, and a $5,000 budget for testing and sampling. Designed for creators serious about scaling their partnerships.
- Howl Instant Pay Accelerated payout product powered by Stripe that enables eligible creators to receive commission payments on demand rather than waiting for the standard Net 30/60/90 payout cycle. Available to creators with a Stripe Connected Account in the US, UK, Singapore, or Canada, with a transactional fee per payout request.
- Howl Creator App (iOS) Mobile application for iOS devices (com.planethowl.app) that lets creators manage affiliate links, track real-time sales, customize their shop, and monitor earnings from anywhere.
- Howl Creator App (Android) Mobile application for Android devices (com.planethowl.app) that lets creators manage affiliate links, track real-time sales, customize their shop, and monitor earnings from anywhere.
- Howl Chrome Extension Browser extension for Google Chrome that allows creators to manage, organize, and share affiliate links directly from the browser, supporting in-browser commerce and link management.
- Affiliate Suite (for Brands) Brand-side commission management system that lets retailers set flexible commission structures tailored to brand goals, automate reward mechanisms for top-performing creators, and distribute bonuses across creator campaigns.
- Campaign Management Dashboard Centralized brand-side dashboard for coordinating creator activations, managing campaigns end-to-end, and monitoring performance across all brand partnerships on the Howl platform.
- Unified Performance Dashboard Brand-side analytics dashboard providing real-time engagement metrics, conversion tracking, and ROI measurement with customizable attribution windows of 1–90 days for measuring campaign performance.
Quantifiable outcome
- $100M+ in creator payouts and $1.1B in sales generated over three years
- +2 more outcomes
Companies that use Howl
Customer profileNamed customers15 records
Segments2 records
Ideal customer profiles2 records
Howl technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature11 records
Howl partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, flagship and major.
- Stripe, Inc.coreStripe is Howl's third-party payment processor, enabling creators to receive commission payouts via Stripe Connected Accounts. Howl has partnered with Stripe to enable Instant Pay accelerated payouts. Creators must comply with Stripe's Privacy Policy, Services Agreement, and Connected Account Agreement.
- SamsungflagshipSamsung is a major brand partner on the Howl platform, working with creators in campaigns. Samsung is listed among the brands Howl has facilitated creator partnerships with.
- TargetflagshipTarget is a flagship brand partner with 6.1M followers and 5 active campaigns on Howl, including Health & Beauty category campaigns.
- WalmartflagshipWalmart is a flagship brand partner with 3.5M followers and 2 active campaigns on the Howl platform.
- NikeflagshipNike is a major brand partner on the Howl platform, featured prominently among the brands listed on the homepage with 39M followers.
- SonyflagshipSony is a brand partner on Howl with 2.7M followers and 3 active campaigns, including the Sony Headphones & Home Audio campaign offering 9% commission rate.
- PumamajorPuma is a brand partner featured on the Howl creator platform homepage, representing the sports/apparel category of brand partnerships.
- SalomonmajorSalomon is a brand partner featured on the Howl creator platform homepage, representing the outdoor/apparel category.
- WootmajorWoot is a brand partner featured on the Howl creator platform homepage, representing e-commerce/retail partnerships.
- Dick's Sporting GoodsflagshipDick's Sporting Goods is a brand partner on Howl with 5.2M followers and 6 active campaigns — one of the most active brand partners on the platform.
- AdidasmajorAdidas is listed among the trusted brands section of the Howl platform for brands page.
- LGmajorLG is listed among the trusted brands section of the Howl platform for brands page.
- CrutchfieldmajorCrutchfield is a brand partner on Howl with 423K followers and 1 active campaign, representing the consumer electronics/retail category.
- BrooksmajorBrooks (running footwear brand) is listed among the trusted brands on the Howl platform brands page.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Howl competitors and assessment
Company assessmentDirect peers
- LTK (formerly rewardStyle): LTK is the largest and most established creator-led shopping platform, connecting influencers with retailers through trackable affiliate links, branded storefronts, and performance-based payouts. Direct overlap with Howl on creator commerce, affiliate monetization, and brand partnerships.
- ShopMy: ShopMy is a creator commerce platform offering commission-based product recommendations, customizable storefronts, and brand partnerships. Direct competitor to Howl's Link Folders, Shops, and commission-based earnings model.
- Impact: Impact is a global affiliate and creator partnership management platform offering tracking, attribution, and payout infrastructure to brands. Direct competitor covering affiliate, influencer, and partnership workflows with deeper enterprise tooling than Howl.
- Awin (ShareASale): Awin is a global affiliate network with a deep retailer roster (including Walmart, Target, and Nike) and creator-facing tools. Direct competitor in affiliate and creator commerce, with far larger scale and longer operating history.
- CJ Affiliate (Commission Junction): CJ Affiliate is one of the largest affiliate networks, serving global brands and publishers with tracking, commissioning, and reporting. Direct competitor in performance marketing, with established relationships with the same mega-retailer brands Howl serves.
Emerging players
- Levanta: Levanta is a creator-driven affiliate platform purpose-built for Amazon sellers and brands on Amazon, offering trackable links, real-time analytics, and creator payouts. Direct overlap on the affiliate model, though focused on the Amazon ecosystem.
- Refersion: Refersion is an affiliate and influencer marketing platform for direct-to-consumer brands, providing tracking, payouts, and campaign management. Overlaps with Howl on affiliate infrastructure, though more focused on Shopify/DTC brands than retail media.
- CreatorIQ: CreatorIQ is an enterprise influencer marketing platform offering creator discovery, campaign management, and ROI analytics. Adjacent competitor focused on enterprise brand workflows rather than creator-side monetization.
- Aspire (AspireIQ): Aspire is an influencer and creator marketing platform for brands, offering creator discovery, campaign management, and affiliate workflows. Overlaps with Howl's brand-facing campaign tools, though more brand- than creator-led.
- Grin: Grin is a creator management platform for DTC and e-commerce brands, providing affiliate programs, gifting, and content management. Adjacent competitor serving a similar creator-brand commerce motion with a more brand-centric angle.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Howl social profiles
Digital presenceHowl compliance and trust
Trust signalCompliance2 records
Howl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Howl leadership team
Management profileNumber of profiles
Profiles4 records
Howl funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Howl M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Howl
What does Howl do?
Howl is a creator commerce platform that connects brands with content creators and influencers through trackable affiliate links, real-time sales analytics, and retail media network integration. The platform enables creators to monetize content via affiliate commissions, content flat fees, and pay-per-lead/click models, while giving brands access to a quality-first network of creators ranked by sales impact.
Is Howl a public or private company?
Howl is a private company. It is classified as venture growth investor backed and is currently operating.
When was Howl founded?
Howl was founded in 2022. It employs 1 to 10 people.
Where is Howl based?
Howl is headquartered in New York, United States, in the North America region.
How does Howl make money?
Four revenue lines are on record. Affiliate Commission (Revenue Share) is the primary driver. The others are content Flat Fees & Licensing, pay-Per-Lead (PPL) and Pay-Per-Click (CPC) and instant Pay Transaction Fees.
Who are Howl's main competitors?
Direct peers on record are LTK (formerly rewardStyle), ShopMy, Impact, Awin (ShareASale) and CJ Affiliate (Commission Junction). Emerging players are Levanta, Refersion, CreatorIQ, Aspire (AspireIQ) and Grin.
Does Howl have an API?
No public API is recorded for Howl.
What industry is Howl in?
Howl's product category is Creator Commerce Platform. Its primary akta.pro industry code is MPACAFAG, Creator Sponsorship & Brand Deal Monetization Tools, with a secondary code of BPAFAHAH, Influencer Whitelisting, Paid Amplification & Spark Ads. Its NAICS code is 541830 and its SIC code is 7311.