Affinity
Affinity is a relationship intelligence CRM platform purpose-built for private capital firms, offering AI-powered activity capture, warm introduction path mapping, and data enrichment from 40+ sources. The platform serves 3,000+ investment firms globally via annual subscription SaaS pricing.
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Affinity does
Affinity is a relationship intelligence CRM platform purpose-built for private capital firms, founded in 2014 and headquartered in San Francisco. The platform serves venture capital, private equity, investment banking, family offices, fund of funds, corporate venture capital, accelerators, and private credit firms with a system that passively captures email and calendar activity to maintain CRM records without manual data entry. Core technology layers include AI-powered relationship scoring that maps warm introduction paths using shared work history, automatic enrichment of company and contact profiles from 40+ data sources including PitchBook, Dealroom, and Crunchbase, and proprietary network intelligence that extends beyond a firm's direct contacts to include inferred connections. The product line spans Affinity CRM as the core offering, Affinity AI for AI-first workflow automation including a hosted Model Context Protocol server connecting to Claude, Gemini, and Copilot, Affinity for Salesforce on AppExchange, plus modular add-ons for activity capture, data enrichment, analytics, data permissions, and the Pathfinder browser extension.
The revenue model is annual per-user subscription SaaS with four published tiers (Essential $2,000, Scale $2,300, Advanced $2,700 per user per year, plus custom Enterprise pricing). Distribution is enterprise direct sales supported by an implementation team of private capital workflow experts. The company serves 3,000+ private capital firms and claims more than half of leading private capital firms use the platform, with named customers including BlackRock, Bain Capital, OMERS, Kleiner Perkins, Bessemer, Lightspeed, Motive Partners, Balderton, Sozo Ventures, and Business Development Bank of Canada. Affinity holds SOC 2 Type II, SOC 3, ISO 27001/27017/27018/27701 certifications along with GDPR and CCPA compliance. The most recent disclosed funding is a $13.5 million round in February 2026 led by 8VC, with 8VC founding partner Joe Lonsdale appointed Chairman; prior capital includes the September 2021 $80 million Series C led by Menlo Ventures at a $600 million post-money valuation. CEO Ken Fine leads the company, with Sean Kearns as CRO, Pam Holmberg as CPO, Rebecca Campbell as CTO, and Adam Goldman as CFO.
Affinity firmographics
Firmographics- Name
- Affinity
- Legal name
- Affinity
- Website
- https://affinity.co
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Affinity is a relationship intelligence CRM platform purpose-built for private capital firms, offering AI-powered activity capture, warm introduction path mapping, and data enrichment from 40+ sources. The platform serves 3,000+ investment firms globally via annual subscription SaaS pricing.
- Ownership category
- akta.pro rank
Affinity industry classification
Industry- Product category
- Investment CRM / Relationship Intelligence Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Customer Success & Account Management CRM (HDAEAFAD)
- akta.pro secondary industries
- CRM Data Quality, Enrichment & CDP-Adjacent CRM (HDAEAFAJ), Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI), Partner Relationship Management (PRM) & Channel CRM (HDAEAFAG)
Keywords
Where Affinity is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Affinity business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription - CRM Platform: Affinity generates revenue through annual subscription licensing priced per user. Four tiers are offered: Essential ($2,000/user/year), Scale ($2,300/user/year), Advanced ($2,700/user/year), and Enterprise (custom pricing). The subscription model provides access to CRM, relationship intelligence, activity capture, integrations, and AI features depending on tier level.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Essential: Core CRM for firms building network and initial deal pipeline |
| Subscription | Annual | Scale: For firms scaling deal flow and relationship management |
| Subscription | Annual | Advanced: For firms optimizing investment decisions and portfolio support |
| Subscription | Annual | Enterprise: For established firms managing multiple funds and complex workflows |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels12 records
Affinity product offering
Product offeringCore offering
Affinity builds and sells a relationship intelligence CRM platform purpose-built for private capital firms (venture capital, private equity, investment banking, family offices, and adjacent financial institutions). The platform passively captures emails, calendar events, and meeting activity to automatically maintain deal and contact records, scores relationships, and surfaces warm introduction paths using AI. It is offered as a stand-alone CRM, as an add-on for Salesforce, and as modular subscriptions (AI, data enrichment, activity capture, analytics, APIs, mobile, and the Pathfinder browser extension) priced per user per year.
Product overview
Affinity offers a modular relationship intelligence platform for private capital firms, combining a core CRM with AI-powered add-on modules. The portfolio includes Affinity CRM (core platform), Affinity for Salesforce (Salesforce integration), Affinity AI (AI layer with MCP connectivity), Activity Capture (automated data entry), Relationship Intelligence (network mapping), Affinity Data (enrichment from 40+ sources), Analytics & Reporting (deal flow dashboards), Enterprise API Platform (integration capabilities), Data Permissions (security controls), and Affinity Mobile (iOS app). Sub-features include Affinity Notetaker, Affinity Meetings, Deal Assist, Affinity Labs, Pathfinder extension, and Affinity Sourcing. Pricing tiers are Essential ($2,000/user/year), Scale ($2,300/user/year), Advanced ($2,700/user/year), and Enterprise (custom).
Differentiator
Problem solved
Functional benefit
Products and services
- Affinity CRM The core relationship intelligence CRM platform purpose-built for private capital. Automatically captures data from email, calendar, and meetings to keep pipeline current without manual updates and provides relationship scoring, deal pipeline management, and analytics.
- Affinity for Salesforce Salesforce-native integration that adds automated activity capture, relationship intelligence, and data enrichment to existing Salesforce deployments. Available on Salesforce AppExchange.
- Affinity AI AI-first relationship intelligence layer powering automated data entry, relationship scoring, meeting preparation, and MCP connectivity to AI assistants like Claude, ChatGPT, Copilot, and Gemini.
- Activity Capture Zero manual data entry module that automatically syncs email and calendar events to create and update people and company records. Includes Affinity Notetaker for meeting transcription and summarization.
- Relationship Intelligence AI-powered network analysis that scores relationships based on interaction patterns, surfaces warm introduction paths, and identifies optimal connection strategies to target companies and investors.
- Affinity Data Data enrichment service providing firmographic, biographic, and funding data from over 40 trusted sources including PitchBook, Dealroom, and Crunchbase. Enriches every company and contact profile automatically.
- Analytics & Reporting Deal flow analytics dashboard for tracking team performance, deal sourcing insights, and stakeholder reporting. Enables pipeline visibility and LP engagement analytics.
- Enterprise API Platform REST API platform enabling cross-system data sharing, data warehouse optimization, and secure API access for enterprise tech stack integration.
- Data Permissions Enterprise-grade access control and privacy management with team-based permissions, IP allowlists, and SOC2/ISO27001 certified security controls.
- Affinity Mobile Mobile CRM application for iOS providing meeting readiness, pipeline management, and networking features on the go.
- Pathfinder Chrome extension for Gmail and browser that surfaces relationship insights during deal research and networking on LinkedIn and company websites. Available in Scale and higher plans.
- Affinity Sourcing Fully-integrated sourcing tool for finding high-quality deals faster. New product category referenced in navigation.
Quantifiable outcome
- Seaside Equity Partners closed 15+ deals and built thousands of new relationships with Affinity
- +9 more outcomes
Companies that use Affinity
Customer profileNamed customers22 records
Segments9 records
Ideal customer profiles4 records
Affinity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration49 records
AI capability11 records
Feature8 records
Affinity partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- PitchBookcoreIntegrated data partner providing global capital market data and insights. Requires Pitchbook subscription. Data can be used across platform without restrictions including API, analytics, and export.
- DealroomcoreGlobal startups and tech ecosystems data provider. Data can be used across platform without restrictions including API, analytics, and export.
- CrunchbasecorePredictive intelligence on private companies. Data is view-only with restrictions for use via analytics, export, and API.
- SalesforcecoreAffinity for Salesforce available on AppExchange, providing automated activity capture, relationship intelligence, and data enrichment within Salesforce for private capital workflows.
Scale indicators9 records
Recent moves6 records
Expansion highlights7 records
Affinity competitors and assessment
Company assessmentDirect peers
- Attio: Modern, AI-native CRM platform positioning itself as a next-generation alternative to Salesforce and HubSpot. Targets high-growth tech companies and investors, with growing traction in VC and PE deal management — directly competing with Affinity for the relationship intelligence CRM use case.
- DealCloud: CRM and deal management platform purpose-built for private capital markets including PE, VC, investment banking, and lending. Directly overlaps with Affinity in target customer (private capital firms) and core use cases (deal sourcing, pipeline, relationship management).
Broad incumbents
- Salesforce: Dominant horizontal enterprise CRM platform. Salesforce is the substrate Affinity integrates with via AppExchange, but Salesforce's Einstein AI and Industry Clouds increasingly compete with vertical CRMs like Affinity. Large PE/VC firms often standardize on Salesforce, creating both partnership and competitive tension.
- HubSpot: Leading horizontal CRM platform with strong SMB and mid-market presence. HubSpot is actively expanding into more sophisticated sales workflows that overlap with Affinity's mid-market deal management use case, and is frequently compared head-to-head in Affinity's own marketing materials.
- Pipedrive: Sales-focused CRM owned by Vista Equity Partners. While more SMB-skewed than Affinity, Pipedrive is frequently used by smaller investment firms and family offices for pipeline management and competes in the lower end of the relationship intelligence category.
- Microsoft Dynamics 365: Enterprise CRM and ERP suite from Microsoft with deep integration into the Microsoft 365 stack that many financial firms already use. Competes broadly with Affinity for enterprise relationship management, especially where Microsoft Teams and Outlook are the dominant communication platforms.
Emerging players
- 4Degrees: AI-powered relationship intelligence platform focused on dealmakers in PE, VC, and IB. Directly comparable to Affinity's relationship intelligence value proposition with similar activity capture and network mapping, but smaller scale and customer base.
- Creatio: CRM and workflow automation platform with no-code capabilities, increasingly targeting financial services and private capital workflows. Competes with Affinity in mid-market deal management and process automation use cases.
Others
- PitchBook: Core data provider integrated into Affinity's enrichment layer. While not a direct CRM competitor, PitchBook is the dominant private capital data platform and could choose to build adjacent CRM/workflow features or restrict data access, materially impacting Affinity's data moat.
- Affinity (Canva creative software): Unrelated creative design software suite acquired by Canva in 2024. Mentioned because the brand overlap creates name confusion in the market but the two companies have no operational relationship; relevant context for investors navigating Affinity's brand identity.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Affinity social profiles
Digital presenceAffinity compliance and trust
Trust signalCompliance8 records
Affinity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Affinity leadership team
Management profileNumber of profiles
Profiles6 records
Affinity funding detail
Funding detailFunding overview
Funding rounds6 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Affinity M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Affinity
What does Affinity do?
Affinity builds and sells a relationship intelligence CRM platform purpose-built for private capital firms (venture capital, private equity, investment banking, family offices, and adjacent financial institutions). The platform passively captures emails, calendar events, and meeting activity to automatically maintain deal and contact records, scores relationships, and surfaces warm introduction paths using AI. It is offered as a stand-alone CRM, as an add-on for Salesforce, and as modular subscriptions (AI, data enrichment, activity capture, analytics, APIs, mobile, and the Pathfinder browser extension) priced per user per year.
Is Affinity a public or private company?
Affinity is a private company. It is classified as venture growth investor backed and is currently operating.
When was Affinity founded?
Affinity was founded in 2015. It employs 251 to 500 people.
Where is Affinity based?
Affinity is headquartered in San Francisco, United States, in the North America region.
How does Affinity make money?
One revenue line is on record: saaS Subscription - CRM Platform.
Who are Affinity's main competitors?
Direct peers on record are Attio and DealCloud. Broad incumbents are Salesforce, HubSpot, Pipedrive and Microsoft Dynamics 365. Emerging players are 4Degrees and Creatio. Others are PitchBook and Affinity (Canva creative software).
Does Affinity have an API?
Yes. Affinity offers a REST API platform that enables cross-system data sharing, data warehouse optimization, and fully protected data management. The API allows secure integration of relationship intelligence and enriched deal data across the technology ecosystem. The API documentation is available at developer.affinity.co/docs/v2. Developer documentation is at developer.affinity.co/docs/v2.
What industry is Affinity in?
Affinity's product category is Investment CRM / Relationship Intelligence Software. Its primary akta.pro industry code is HDAEAFAD, Customer Success & Account Management CRM, with a secondary code of HDAEAFAJ, CRM Data Quality, Enrichment & CDP-Adjacent CRM. Its NAICS code is 513210 and its SIC code is 7372.