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Extreme Reach launches XR Pay for Creators
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Advertising payments leader Extreme Reach has launched XR Pay for creators, putting influencers on par with the biggest celebrities.
The leading talent payments platform for celebrities in advertising, XR Pay, has today announced it is expanding its talent payment services to support the creator economy.
Built on the decades of advertising talent payroll expertise that XR [Extreme Reach] has, the new XR Pay for Creators will help agencies and brands simplify how they onboard and securely pay content creators at scale.
Creator advertising spending in the US exceeded $37 billion in 2025, with 48% of brands now considering creators a 'must have' in their marketing mix. But the financial systems behind that growth haven’t kept pace. Brands and agencies often juggle four or five different platforms and tools, with creators often paid through Venmo and other consumer apps, bypassing accounts payable processes, proper onboarding and critical tax documentation.
Creators are the new celebrities in advertising, and they deserve the same professional payroll support Hollywood talent has had from their brand partners for decades.
“Creators are the new celebrities in advertising, and they deserve the same professional payroll support Hollywood talent has had from their brand partners for decades,” said Frank DeVito, President and COO of XR Pay. “As brands and agencies increasingly partner with celebrity creators on bigger campaigns with bigger paydays, they need a payroll partner who can scale with them, with the technology, payments expertise, and support to match.”
XR Pay for Creators brings everything related to paying creators together in one simple, connected platform, replacing disconnected tools and handoffs with one place for onboarding, tax verification, payments, payment status and usage rights. It’s designed to make creator payments easier to manage while giving agencies and brand accounting teams more visibility and control over who’s being hired, which projects they’re working on, and how the money is being processed and managed.
XR Pay for Creators helps bring order to the wild west of creator payments, giving brands and agencies the tools to:
1. Simplify creator payments at every stage with a centralised platform
XR Pay for Creators brings onboarding, tax information, digital job offers, payments, payment status and usage rights into one connected workflow, reducing the need to move between tools, cutting repetitive paperwork and helping creators get activated and paid faster.
2. Support the most basic payments and the most complex
It handles the requirements of creator payments, ranging from basic social posts all the way to multi-million dollar union guarantees common with A-list talent.
3. Reduce delays with greater visibility and automation
It uses automated verification, document ingestion and alerts to catch issues earlier, while providing visibility into creator information, campaign details, and payment authorisation.
4. Give creators greater financial visibility
XR Pay for Creators provides a mobile-first experience where creators can manage payment and tax information, track earnings across participating brands and see where they’re making the most money.
