New York, NY - October 23, 2025 - UPTK, the AI-powered creator management platform managing over $47 million in cumulative GMV, today announced its rebrand to CRUVA signaling strategic expansion beyond TikTok Shop to comprehensive multi-platform creator commerce infrastructure.
The rebrand comes as the company experiences 233% year-over-year growth serving hundreds of brands across beauty, fashion, fitness, and consumer electronics. CRUVA maintains all existing automation features while expanding to support Instagram Shopping, YouTube Shopping, and Amazon Influencer programs.
"CRUVA represents where creator commerce is headed—not just TikTok Shop, but a world where creators drive discovery across every platform," said Sebastian Nelson, Co-Founder and CEO. " This rebrand signals our commitment to becoming the operating system for creator-driven commerce."
Proven Results at Scale
Since launching, CRUVA has become essential infrastructure for brands scaling affiliate programs from dozens to hundreds of active creators, delivering measurable performance improvements:
● 12% creator response rates versus 2% industry average through dual-channel outreach
● 65% sample-to-sale conversion versus 40% with manual processes
● 76% GMV increase for brands implementing gamification features
● 133% increase in creator posting frequency through automated relationship management
The platform's AI-powered creator discovery enables natural language searches like "fitness creators under 30 who've sold supplements," analyzing content themes, audience demographics, and historical performance to surface ideal partnerships in seconds versus hours of manual filtering.
Seamless Transition for Current Users
All existing UPTK users transition automatically to CRUVA accounts with zero downtime. Features, pricing, and support remain unchanged. Users access accounts at cruva.com using existing credentials, with all historical data, creator lists, and analytics transferring seamlessly.
"This is a name change, not a service change," emphasized Nelson. "Every automation our users rely on continues exactly as before, better even. We're simply future-proofing the brand as we expand beyond TikTok Shop."
About CRUVA
CRUVA (formerly UPTK) is the leading AI-powered creator management platform for social commerce brands. CRUVA helps brands scale from manual outreach to automated programs managing hundreds of active affiliates through AI discovery, automated relationship management, real-time analytics, and gamification infrastructure.
Media Contact
Company Name: CRUVA
Contact Person: Aja Marie Horvath, Digital Strategist at Cruva
Email: Send Email
Country: United States
Website: http://www.cruva.com
