New platform targets influencer tax compliance as Revenue rules tighten

An Irish startup has launched a new platform aimed at helping social-media content creators, brands and tourism bodies grapple with significant changes to Revenue’s influencer-tax rules introduced earlier this year. 

The company, AnotherTrip, says the platform arrives amid a surge in creators being hit with fines for non-compliance - an issue that has drawn increased national media attention.

AnotherTrip is led by CEO Gavin Rooney, originally from Carlow and now living and working in Dublin, along with Co-Founder John Veevers, who is originally from England and has lived in Ireland for 20 years. The pair say they developed the platform to fill a major gap in how influencer collaborations are managed, tracked and documented.

According to company information, AnotherTrip has built what it describes as the first Creator–Brand Compliance & Collaboration platform.

It is a system designed for brands, agencies, tourism boards and influencers who work in partnership on social-media campaigns. The company says influencer marketing has “become professionalised, but the infrastructure behind it hasn’t”, leaving both creators and businesses facing growing administrative and compliance challenges. 

The platform tackles two major industry problems: new tax and VAT obligations arising from influencer collaborations, and the lack of a unified system to manage campaigns. The tax landscape has shifted considerably, with Revenue now treating gifted stays, PR trips, free experiences and products received in exchange for promotion as taxable transactions requiring full documentation from both influencer and brand. 

AnotherTrip says its software helps automate much of this workload by generating invoices, audit-ready tax packs, fair-market-value assessments for gifted stays and experiences, and supports brands in reclaiming VAT. This, the company argues, reduces the risk of creators falling foul of obligations or triggering VAT thresholds unintentionally. Many creators, it notes, continue to rely on spreadsheets, direct messages and emails to manage collaborations, leaving them vulnerable to missing records and potential tax exposure for up to six years.  However, the tax exposure risk does not sit solely with influencers. Brands and agencies engaging in influencer marketing are also required to retain appropriate documentation, demonstrate fair-market value for gifted stays or experiences, and ensure VAT is correctly accounted for, leaving businesses facing their own exposure during audits,

Beyond compliance, AnotherTrip also provides a full campaign-management system functioning as a CRM and marketplace for creator collaborations. Key features include campaign tracking, location-based content mapping, automated social-media commenting to boost engagement, and tools allowing creators and businesses to send booking or affiliate links directly to Instagram users’ DMs. These capabilities, the startup says, streamline influencer activity and reduce the heavy manual admin work currently associated with campaign delivery. 

Tourism boards and destination-management organisations are also among the platform’s target users. Many, according to AnotherTrip, lack adequate measurement tools to track campaign outcomes such as booking-link clicks, or a centralised place to manage multiple creator partnerships at once. With tourism bodies increasingly relying on digital storytelling and influencer-led initiatives, the company argues there is a clear need for better organisation and oversight. 

Read next: Mark English scorches to new Irish indoor 600m record in Dublin

The founders say AnotherTrip combines CRM tools, automation, a creator marketplace, collaboration management and tax-compliance support into one system tailored to the influencer economy. “Brands receive financial reporting assistance. Influencers get simplicity. Tourism boards get scalability. Agencies get efficiency,” the company states. 

AnotherTrip is now beginning outreach to creators, businesses and tourism organisations nationwide, with the team hoping their platform will provide clarity and structure at a time of major regulatory change for the industry.