What Nudge.ai does

Affinity (formerly Nudge.ai, which Affinity acquired in 2020) operates an AI-first CRM platform purpose-built for private capital firms. The platform's core architecture rests on a proprietary relationship graph spanning 3,300+ private capital firms, 25B+ captured emails and calendar events, and 130B+ structured relationships, enriched by 40+ data sources including Pitchbook, Preqin, and Grata. On top of this data layer, the company sells an integrated product suite: the core Affinity CRM for dealflow management, an Activity Capture module that automatically logs communications firm-wide without manual entry, a Relationship Intelligence module that scores relationship strength and surfaces warm paths to decision-makers, an Analytics & Reporting module, Affinity Mobile, and the 2025-launched Affinity Ascend agent platform — purpose-built AI agents that prep meetings, capture conversations, and auto-update pipeline data. The platform is distributed globally via an open MCP integration to Claude, ChatGPT, and Snowflake, and through an Enterprise API Platform.

Name

Nudge.ai

Legal name

Affinity

Website

https://nudge.ai

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Affinity (formerly Nudge.ai) is an AI-first CRM purpose-built for private capital, offering relationship intelligence, automated activity capture, and AI agents (Ascend) to PE, VC, and adjacent investment firms for deal sourcing and pipeline management.

Ownership category

akta.pro rank

Product category

Private Capital CRM

NAICS

Software Publishers (5132)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

Keywords

• Private capital CRM
• Relationship intelligence
• Deal sourcing software
• Venture capital CRM
• Private equity software

Headquarters

HQ city

Toronto

HQ country

Canada

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. CRM SaaS Subscription: Affinity operates as a cloud-based SaaS CRM platform. Given the enterprise sales motion with 'Request a demo' CTAs, pricing is likely subscription-based, potentially per-seat or tiered by firm size/features. The platform is described as the 'AI-First Private Capital CRM' with multiple product tiers (CRM, Agents, Data Enrichment, Analytics).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Nudge.ai was acquired by Affinity in 2020 and now operates as part of Affinity's AI-first CRM platform built specifically for private capital firms. The platform combines relationship intelligence, automatic activity capture, and data enrichment across 3,300+ private capital firms to help deal teams surface warm paths to decision-makers, manage dealflow, and update pipeline automatically. The core offering is delivered as an enterprise SaaS subscription with three primary products: Affinity CRM, Affinity Ascend (agent platform), and the Enterprise API Platform.

Product overview

Affinity is a unified AI-first CRM platform purpose-built for private capital (private equity, venture capital, private credit, investment banking, asset management, family offices). The platform consists of the core CRM as the central product, supplemented by AI-powered modules (Relationship Intelligence, Activity Capture, Data Enrichment), the Affinity Ascend agent platform for workflow automation, mobile access, analytics, and an open Enterprise API Platform. The architecture is platform-plus-modules: the CRM provides the system of record, while AI, agents, and integrations create the system of action. All components share the same underlying relationship graph spanning 3,300+ private capital firms, 25B+ emails/calendar events, and 130B+ structured relationships.

Differentiator

Problem solved

Functional benefit

Brands

• Affinity Ascend: The agent platform for private capital - purpose-built agents to support specific private capital workflows including meeting preparation, conversation capture, and automatic CRM updates.

Products and services

• Affinity CRM The AI-first CRM built specifically for deal teams in private capital. Handles dealflow management, relationship tracking, and pipeline visualization without additional configuration for PE or VC firms. Used by enterprise private capital firms including PE, VC, private credit, investment banking, asset management, family offices, and fund of funds.
• Affinity Ascend The agent platform for private capital. Purpose-built AI agents that prep meetings, capture conversations, and automatically update pipeline and CRM data. Built for private capital workflows rather than adapted from sales software. Used by enterprise deal teams in PE, VC, and adjacent private capital firms.
• Enterprise API Platform Open platform API that connects Affinity's relationship intelligence data to external AI tools and platforms via the Model Context Protocol (MCP), including Claude, ChatGPT, and Snowflake. Used by developers and enterprise data teams seeking to integrate Affinity's relationship graph into AI workflows and data warehouses.

Quantifiable outcome

• The longer you run on Affinity, the more of your deal flow comes from relationships instead of broad process (compounding network effect)

Named customers23 records

Segments9 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• PitchbookcoreTechnology or IntegrationPitchbook is one of the 40+ data sources integrated into Affinity's enrichment layer. The integration provides additional data points to complement Affinity's proprietary relationship intelligence and activity capture.
• PreqincoreTechnology or IntegrationPreqin data is integrated into Affinity's enrichment platform alongside Pitchbook and Grata as one of the 40+ data sources used to enrich relationship and company information.
• GratacoreTechnology or IntegrationGrata is integrated as one of 40+ data sources for private company data enrichment, supporting deal sourcing and company research within the Affinity platform.
• Claude (Anthropic)coreTechnology or IntegrationClaude AI is part of the external AI tool ecosystem accessible through Affinity's MCP (Model Context Protocol) integration, enabling relationship data to be leveraged within AI workflows.
• ChatGPT (OpenAI)coreTechnology or IntegrationChatGPT is accessible through Affinity's MCP integration for private capital, allowing teams to leverage relationship intelligence within AI-assisted workflows.
• SnowflakecoreTechnology or IntegrationSnowflake integration through Affinity's MCP (Model Context Protocol) enables relationship data to be connected to data warehouse and analytics workflows for private capital teams.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• 4Degrees: 4Degrees is a relationship intelligence platform focused on deal teams, with email/calendar capture and warm-intro surfacing. It overlaps Affinity's core relationship intelligence capability and is a more direct emerging competitor in the mid-market PE/VC segment.
• Attio: Attio is a modern, AI-native CRM with strong relationship-intelligence primitives (contact enrichment, activity capture, relationship graph). It targets venture and growth firms and competes directly with Affinity in the relationship-intelligence layer for smaller, design-led PE/VC teams.
• SourceScrub: SourceScrub is a private company data and deal-sourcing platform for investors. It overlaps Affinity's thematic sourcing and data-enrichment capabilities and competes for deal-sourcing workflow budget at PE/growth investors.

Broad incumbents

• HubSpot CRM: HubSpot is a major horizontal CRM and sales platform increasingly used by smaller funds and venture firms. While less specialized for private capital workflows, it competes for the same CRM seat budget at growth-stage and emerging-manager customers.
• Salesforce (Sales Cloud / Industries): Salesforce is the dominant horizontal CRM incumbent with private capital industry clouds and Sales Cloud extensions. It competes with Affinity for enterprise PE/VC accounts, particularly larger firms defaulting to the Salesforce ecosystem despite Affinity's vertical specialization.
• Pipedrive: Pipedrive is a sales-focused CRM competing for the same PE/VC sales and deal-pipeline seat budget. While less specialized for private capital, its growing AI features and ease-of-use position it as a viable alternative for smaller funds.

Others

• Cognism: Cognism is a B2B sales intelligence and contact data provider. While not a CRM, it competes on the data-enrichment and contact-discovery layer that Affinity covers with its proprietary Affinity Data and 40+ enrichment sources.
• ZoomInfo: ZoomInfo is a leading B2B intelligence platform providing contact and company data. It is adjacent to Affinity's data-enrichment layer and competes as a data-source alternative feeding into PE/VC workflows.
• Grata: Grata is a private company intelligence and deal-sourcing platform. It is both a data integration partner of Affinity and a partial competitor for thematic sourcing and company-research workflows within PE/VC sourcing teams.

Direct peers

• DealCloud: DealCloud is a CRM and deal management platform purpose-built for private capital, including PE, VC, and investment banking — a direct competitor to Affinity in the same vertical with overlapping deal-sourcing, pipeline management, and relationship-tracking workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xx.com/nudgeai
• Facebookfacebook.com/nudgeai
• LinkedInlinkedin.com/company/nudgeai

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Nudge.ai