XR Pay (Extreme Reach), the leading talent payments platform for celebrities in advertising, today announced it is expanding its talent payment services to support the creator economy. Built on XR’s decades of advertising talent payroll expertise, 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 U.S. 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,” 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:
- Simplify creator payments at every stage with a centralized platform. 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.
- Supports the most basic payments and the most complex. Handles requirements of creator payments ranging from basic social posts, all the way to multi-million dollar union guarantees common with A-list talent.
- Reduce delays with greater visibility and automation. Uses automated verification, document ingestion and alerts to catch issues earlier, while providing visibility into creator information, campaign details, and payment authorization.
- Give creators greater financial visibility. 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.
For more information about XR Pay for Creators or to request a platform demo, please visit HERE.