Affinity Solutions
- Company typePrivate
- Founded2005
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Affinity Solutions does
Affinity Solutions is a New York-based consumer purchase intelligence company that monetizes bank-direct, consented credit and debit card transaction data for advertising measurement, audience targeting, and consumer insights. The company's proprietary Comet AI platform processes 86B+ verified transactions spanning 150M+ cards across 5,300+ brands and $4T+ in annual consumer spend, delivering deterministic — rather than modeled — visibility into actual purchase behavior across the United States and the United Kingdom.
The product portfolio is built around four core commercial offerings: Consumer Purchase Insights (market share, cross-shopping, retention, and competitive benchmarking), Consumer Purchase Lift (incrementality and incremental ROAS measurement), Consumer Purchase Audiences (purchase-based targeting via syndicated, custom, and predictive segments), and Card-Linked Engagement / Consumer Bank Campaigns (merchant-funded offers and bank-led cardholder activation). Adjacent products include the Consumer Insights Studio dashboard, FansActions for live-sports sponsorship measurement, RewardIQ for the UK market, and the CNBC/NRF Retail Monitor syndicated monthly retail index. Data access is delivered through Data Clean Room, API, or Managed Service, with distribution via Snowflake Native App, AWS Clean Rooms, and seven major data marketplaces including LiveRamp, The Trade Desk, and Viant.
The business operates an enterprise sales motion targeting brands and media owners, retail and QSR, consulting and investing firms, and financial services institutions, with annual subscription pricing supplemented by transaction-fee economics on the card-linked product. The company is privately held and reported as bootstrapped with $29.5M ARR in 2025, supported by 51-100 employees and a leadership team that includes founder and CEO Jonathan Silver, COO Richard Bravman, CTIO Atul Chadha, CCMO Damian Garbaccio, CPO Kalyan Lanka, and CGO Phil Lore.
Affinity Solutions firmographics
Firmographics- Name
- Affinity Solutions
- Legal name
- Affinity Solutions, Inc.
- Website
- https://affinity.solutions
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where Affinity Solutions is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Affinity Solutions business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Consumer Purchase Insights Platform: Subscription-based access to Consumer Purchase Insights platform providing market share analysis, competitive benchmarking, customer retention, and cross-shopping insights. Delivered via API, Data Clean Room, or Managed Service.
- Consumer Purchase Lift Measurement: Campaign measurement solution charging for measurement services that connect ad exposure to real purchase outcomes and calculate incremental ROAS.
- Consumer Purchase Audiences: Purchase-based audience targeting solutions available through syndicated turnkey audiences and custom audience creation, distributed via data marketplaces and direct licensing.
- Card-Linked Engagement Platform: Card-linked offer platform enabling merchants to target and engage cardholders through personalized incentives. Merchants pay performance fees when offers are fulfilled.
- Data Products and Insights: Syndicated data products and insights sold to business partners, including demographic data, propensity scores, and aggregated consumer behavior analytics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription with customized delivery options |
Go-to-market motion5 records
Distribution channels6 records
Marketing channels8 records
Affinity Solutions product offering
Product offeringCore offering
Affinity Solutions sells enterprise subscription access to a bank-direct consumer purchase data platform, delivered through its proprietary Comet AI technology. Its core offerings include Consumer Purchase Insights for market share and competitive analysis, Consumer Purchase Lift for incrementality and ROAS measurement, Consumer Purchase Audiences for purchase-based targeting, and Card-Linked Engagement / Consumer Bank Campaigns for bank-driven cardholder activation. Solutions are delivered via API, Data Clean Room, or Managed Service to brands, agencies, retailers, and financial institutions in the U.S. and U.K.
Product overview
Affinity Solutions is a consumer purchase insights company offering a unified platform built around its proprietary Comet AI technology. The core portfolio includes Consumer Purchase Insights (for strategic decision-making), Consumer Purchase Lift (for campaign measurement), Consumer Purchase Audiences (for targeting), Card-Linked Engagement, and Consumer Bank Campaigns (for bank partnerships). The company powers the CNBC/NRF Retail Monitor and operates the Outcomes Collective thought leadership initiative. Data access is provided through three methods: Data Clean Room, API, and Managed Service. The platform processes 86B+ verified transactions from 150M+ credit and debit cards across 5,300+ brands.
Differentiator
Problem solved
Functional benefit
Brands
- Comet™: Proprietary AI-powered platform that transforms real-time consumer purchase data into actionable insights. Powers solutions enabling business and marketing leaders to build stronger customer connections, outpace competitors, and drive superior outcomes.
- Consumer Insights Studio
- FansActions™
Products and services
- Consumer Purchase Insights (CPI) Provides brands, retailers, and analysts with visibility into actual spending behaviors across brands and categories, enabling market share analysis, customer retention, cross-shopping insights, and competitive benchmarking on bank-direct transaction data.
- Consumer Purchase Lift Measures the real sales impact of media campaigns by matching media exposure files to actual purchase data, calculating spend and conversion lift against control groups, and producing incremental return on ad spend (iROAS) for true campaign ROI.
- Consumer Purchase Audiences Purchase-based audience targeting combining real transaction history with predictive modeling across 900+ brands and categories and 50+ lifestyle segments, available through major data marketplaces and as custom audiences.
- Card-Linked Engagement Card-linked offer platform enabling banks to target and engage cardholders with personalized, high-value incentives for strategic segments including new customers, inactive customers, low-actives, and attritors, paying performance fees on fulfilled offers.
- Consumer Bank Campaigns Performance-based offer acquisition and activation product reaching millions of bank card customers through bank card issuer partnerships for merchant and brand campaigns.
- Comet Platform Proprietary AI-powered data processing platform that converts raw bank-direct purchase transactions into actionable consumer insights through a six-stage pipeline (cleansing, transformation, unification, safeguarding, tagging, enrichment) underpinning all Affinity solutions.
- CNBC/NRF Retail Monitor Co-branded monthly U.S. retail sales intelligence product with CNBC and NRF, providing actual anonymized credit and debit card purchase data to track retail category shifts and trends, distributed through CNBC media properties.
- RewardIQ UK privacy-safe clean room environment enabling brands to connect first-party data with real-world consumer spending behavior across 5M+ UK cardholders and 3,500+ brands, operated in partnership with RewardIQ.
Quantifiable outcome
- 45% lift in incremental sales for Mattress Firm's digital audio advertising campaign
- +5 more outcomes
Companies that use Affinity Solutions
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Affinity Solutions technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability4 records
Feature7 records
Affinity Solutions partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, minor and major.
- SnowflakecoreNamed a leader in Snowflake's fifth annual Modern Marketing Data Stack report. Affinity's Consumer Purchase Insights available as Snowflake Native App in the Data Cloud.
- Horizon MediacoreAffinity Solutions among partners supporting Horizon Media's Agentic Buying Ecosystem. Consumer purchase insights make agentic decisioning work by providing real-time data for media decisioning.
- Comcast AdvertisingcoreStrategic partnership to integrate Affinity's purchase transaction data into Comcast's Outcomes+ platform. Enables advertisers to target audiences based on actual consumer purchase behavior and measure campaign impact through real-world sales data across traditional and streaming TV.
- NBCUniversalcoreNamed among measurement partners in NBCUniversal's Performance Insights Hub, enabling advertisers to measure sales impact using Affinity's purchase data.
- AWScoreConsumer Purchase Insights now accessible via AWS Clean Rooms enabling advertisers and publishers to securely drive outcomes measurement.
- InnovidcoreInnovid extended Outcomes Suite to measure purchase impact at scale, tapping Affinity Solutions as launch partner.
- EDOcoreEDO first to market with FansActions live sports outcomes metric powered by Affinity Solutions' transaction data to measure advertising impact during live sports.
- PredactivminorPartnership to redefine audience targeting and data monetization with new capabilities powered by Affinity's purchase data.
- DisneycoreDisney expanding data-driven commerce capabilities with Affinity Solutions for purchase-based measurement and audience insights.
- NetflixmajorPartnership to measure consumer behavior around Netflix live event sponsorship. Tracked purchases before, during, and after events showing 30% sales lift for brand sponsor vs 10% for competitor.
- Sports Media BrandscorePartnership with sports broadcasters and advertisers to measure real-time ROI of live sports advertising using purchase data, tracking viewership and sales impact.
- National Retail Federation (NRF)coreCNBC/NRF Retail Monitor powered by Affinity Solutions, providing monthly U.S. retail sales data based on actual credit and debit card transactions.
- CNBCcoreCo-branded Retail Monitor product with NRF, syndicated monthly and featured in CNBC Squawk Box segments.
- Data Marketplaces (LiveRamp, Nexxen, TruAudience, Viant, TTD, Eyeota, Cadent)coreConsumer Purchase Audiences distributed through major data marketplaces enabling programmatic activation across platforms.
- iHeartMediamajorPartnership to measure iHeart podcast advertising impact for Mattress Firm, demonstrating 45% sales lift and 4x ROAS.
- RewardIQmajorRewardIQ built on Affinity's transaction data (5M+ UK cardholders, 3,500+ brands) for privacy-safe clean room environment enabling brands to connect first-party data with real-world spending behavior.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Affinity Solutions competitors and assessment
Company assessmentBroad incumbents
- TransUnion: Credit bureau with marketing solutions (formerly Neustar) that monetizes consumer identity and purchase indicators for marketing audiences; comparable data-asset strategy and customer overlap.
- Experian: Global credit bureau and consumer data provider with marketing services and audiences businesses built on the same consumer financial data substrate; comparable category but materially larger and more diversified.
- NielsenIQ: Large-scale consumer insights and retail measurement provider serving brands and retailers with panels and transactional data; overlapping competitive set in purchase-based insights and media measurement, but with much broader portfolio.
- Epsilon (Publicis): Data-driven marketing and audience targeting arm of Publicis with deep identity/audience capabilities; competes with Affinity for brand-side audience targeting and measurement budgets, though at much larger scale within agency parent.
Direct peers
- Cardlytics: Operates a card-linked offer platform using bank purchase data to target consumers and measure redemption, directly comparable to Affinity's Card-Linked Engagement and Consumer Purchase Insights built on the same bank-direct data asset.
- Circana (formerly IRI / NPD): Major consumer purchase insights provider serving brands, retailers, and CPG/QSR with category share, cross-shopping, and competitive benchmarking — an overlapping use case with Affinity's Consumer Purchase Insights across the same buyer segments.
- LiveRamp: Data connectivity platform that distributes Affinity's audiences and itself offers purchase-based audiences and measurement products through the same data marketplaces (LiveRamp, Nexxen, etc.) Affinity uses for distribution.
- Acxiom: Consumer data broker and audience-targeting provider with extensive data partnerships; comparable business model monetizing consumer data assets for marketing use cases directly overlapping Affinity's Audiences and Insights products.
Emerging players
- Innovid: CTV/TV ad measurement and outcomes platform that has explicitly integrated Affinity's purchase data into its Outcomes Suite; competes and partners in the same CTV measurement category where Affinity has growing footprint.
- Comscore: Cross-platform audience and outcomes measurement provider repositioning toward CTV outcomes, overlapping with Affinity's lift-measurement and audience-targeting capabilities across the same brand/agency buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Affinity Solutions social profiles
Digital presenceAffinity Solutions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Affinity Solutions leadership team
Management profileNumber of profiles
Profiles6 records
Affinity Solutions funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Affinity Solutions 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 Solutions
What does Affinity Solutions do?
Affinity Solutions sells enterprise subscription access to a bank-direct consumer purchase data platform, delivered through its proprietary Comet AI technology. Its core offerings include Consumer Purchase Insights for market share and competitive analysis, Consumer Purchase Lift for incrementality and ROAS measurement, Consumer Purchase Audiences for purchase-based targeting, and Card-Linked Engagement / Consumer Bank Campaigns for bank-driven cardholder activation. Solutions are delivered via API, Data Clean Room, or Managed Service to brands, agencies, retailers, and financial institutions in the U.S. and U.K.
Is Affinity Solutions a public or private company?
Affinity Solutions is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Affinity Solutions founded?
Affinity Solutions was founded in 2005. It employs 51 to 100 people.
Where is Affinity Solutions based?
Affinity Solutions is headquartered in New York, United States, in the North America region.
How does Affinity Solutions make money?
Five revenue lines are on record. Consumer Purchase Insights Platform is the primary driver. The others are consumer Purchase Lift Measurement, consumer Purchase Audiences, card-Linked Engagement Platform and data Products and Insights.
Who are Affinity Solutions's main competitors?
Broad incumbents on record are TransUnion, Experian, NielsenIQ and Epsilon (Publicis). Direct peers are Cardlytics, Circana (formerly IRI / NPD), LiveRamp and Acxiom. Emerging players are Innovid and Comscore.
Does Affinity Solutions have an API?
Yes. API access enables immediate access to aggregated insights built on actual transaction data. The API is one of three access methods available for Consumer Purchase Lift and Consumer Purchase Insights solutions, alongside Data Clean Room and Managed Service. API provides seamless integration into existing data infrastructure for maximum control and customization.