Affinity

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.

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

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

• Relationship intelligence platform
• Private capital CRM
• Deal sourcing software
• Venture capital tools
• Investment relationship management

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels12 records

Core 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

Named customers22 records

Segments9 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration49 records

AI capability11 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core.

• PitchBookcoreTechnology or IntegrationIntegrated 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.
• DealroomcoreTechnology or IntegrationGlobal startups and tech ecosystems data provider. Data can be used across platform without restrictions including API, analytics, and export.
• CrunchbasecoreTechnology or IntegrationPredictive intelligence on private companies. Data is view-only with restrictions for use via analytics, export, and API.
• SalesforcecoreTechnology or IntegrationAffinity 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

Direct 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

• Xx.com/affinity__crm
• YouTubeyoutube.com/channel/UCvnEfi1Li0VHGXKjLV6O9Pw
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/project-affinity

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds6 records

Investors16 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Affinity