Affinitiv
Affinitiv is a private U.S. marketing technology company that builds AI-powered sales, service, and retention software for automotive dealerships, dealer groups, and OEMs, distributed through approved partnerships with 20+ manufacturers.
- Company typePrivate
- Founded2004
- HeadquartersChicago, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Affinitiv does
Affinitiv is a private marketing technology and software company serving the North American automotive retail ecosystem. Founded around 2004 and headquartered in Buffalo Grove, Illinois, with 501-1,000 employees, the company builds data-driven sales, service, and customer-retention software for individual dealerships, multi-rooftop dealer groups, and automotive manufacturers. Its platform integrates with dealer management systems (DMS) and customer relationship management (CRM) platforms to ingest customer transaction and lifecycle data, which it then activates through AI-powered equity mining, automated lifecycle marketing, digital advertising management, and service lane optimization tools.
The product portfolio is organized into four integrated suites. The Sales Conversion Suite includes Quote (AI-powered equity mining), Conquest (prospect marketing), Trade-In Valet, and the Audience Activator Suite. The Service Lane Experience Suite comprises Book (online scheduling with shop-capacity optimization), MPI (electronic multi-point inspection), SmartLane (service write-up), Tech Video (streaming video inspections), and Messaging. The Retention Marketing Suite contains Essentials (automated lifecycle marketing across email, SMS, mail, voice, and social), Newsletter, Direct Mail, and Call Center. Affinitiv Advertising provides paid search, SEO, paid social, display, OTT/CTV/OLV, streaming radio, GA4 management, and full-service agency creative services. DealerLens serves as the unified KPI management dashboard across the suite. Proprietary features emphasize domain-specific AI for predictive analytics, recommendation engines, process automation, and appointment-scheduling optimization.
Affinitiv generates revenue through a mix of recurring SaaS subscriptions (Sales Conversion, Service Lane, Retention Marketing suites), professional services for digital advertising and agency engagements, direct mail production, and call center services. Pricing is quote-based and not publicly disclosed, with annual contracts varying by suite selection and rooftop count. Distribution is sales-led via enterprise field sales targeting dealer groups and OEM accounts, complemented by an OEM-approved channel covering more than 20 manufacturers (Audi, BMW, GM, Toyota, Mercedes-Benz, Stellantis, and others). Two inorganic additions—Caldwell & Kerr Advertising in 2018 and AutoLoop in 2019—extended the company's CRM, equity mining, and creative capabilities, while private equity sponsorship from CIP Capital (2016) and Riverside Company (2019) provided growth capital. A March 2026 appointment of Thomas 'T.O.' Wagner as Chief Revenue Officer signals an intensified focus on scaling enterprise sales and OEM relationships.
Affinitiv firmographics
Firmographics- Name
- Affinitiv
- Legal name
- Affinitiv, Inc.
- Website
- https://affinitiv.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Affinitiv is a private U.S. marketing technology company that builds AI-powered sales, service, and retention software for automotive dealerships, dealer groups, and OEMs, distributed through approved partnerships with 20+ manufacturers.
- Ownership category
- akta.pro rank
Affinitiv industry classification
Industry- Product category
- Automotive Dealership Software
- NAICS
- Software Publishers (5132), Advertising Agencies (541810), Advertising Material Distribution Services (54187)
- SIC
- Services-Prepackaged Software (7372), Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331)
- akta.pro primary industry
- Marketing Automation Platforms & Services (BPAFAFAC)
Keywords
Where Affinitiv is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Affinitiv business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Software Subscriptions: SaaS-based software solutions sold to automotive dealerships and dealer groups, providing sales conversion, service lane optimization, and retention marketing tools on a subscription basis.
- Digital Advertising Services: Paid digital advertising services including paid search, SEO, paid social, display, remarketing, OTT/CTV/OLV, and streaming radio managed on behalf of dealership clients.
- Agency Services: Creative and strategic agency services including design, AV production, and full-service marketing strategy for automotive dealerships.
- Direct Mail Marketing: Print mail marketing services delivering physical marketing materials to targeted customer segments.
- Call Center Services: Live, trained agent support for customer outreach and retention campaigns on behalf of dealership clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing for dealerships and dealer groups |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Affinitiv product offering
Product offeringCore offering
Affinitiv provides data-driven software and marketing solutions for automotive dealerships, dealer groups, and OEM partners. Its portfolio spans a Sales Conversion Suite (equity mining, prospect marketing, trade-in tools), a Service Lane Experience Suite (online scheduling, digital multi-point inspection, write-up tools, video inspections), a Retention Marketing Suite (automated lifecycle marketing, direct mail, call center), and digital advertising/agency services. The platform uses AI and machine learning integrated with dealer management systems (DMS) and CRM platforms to deliver personalized multi-channel marketing.
Product overview
Affinitiv offers a unified platform-plus-modules architecture providing data-driven marketing and software solutions for the automotive industry. The product portfolio consists of four integrated suites: (1) Sales Conversion Suite with Quote (equity mining), Conquest, Trade-In Valet, and Audience Activator for inventory management and lead generation; (2) Service Lane Experience Suite with Book (scheduling), MPI (inspections), SmartLane (write-up), Tech Video (video inspections), and Messaging for fixed operations; (3) Retention Marketing Suite with Essentials (lifecycle marketing), Newsletter, Direct Mail, and Call Center for customer retention; and (4) Advertising Services including paid search, SEO, paid social, display, OTT/CTV, and agency creative services. The platform is anchored by DealerLens, a centralized management dashboard, and is optimized for individual dealerships, dealer groups, and OEM partners.
Differentiator
Problem solved
Functional benefit
Brands
- Essentials: Automated lifecycle marketing solution for retention
- Quote
- Book
- SmartLane
- MPI
- Tech Video
- Messaging
- Trade-In Valet
- Conquest
- Newsletter
- Direct Mail
- Call Center
- Audience Activator Suite
- DealerLens
Products and services
- Quote (Equity Mining) AI-powered equity mining tool that identifies customers with positive equity positions who are likely ready to upgrade their vehicles, enabling targeted outreach with personalized upgrade offers. For automotive dealerships and dealer groups.
- Conquest (Prospect Marketing) Prospect marketing solution designed to attract and convert new customers through targeted conquest advertising campaigns. For automotive dealerships.
- Trade-In Valet Automated trade-in valuation and process management tool that helps dealerships acquire vehicles from customers looking to upgrade. For automotive dealerships.
- Audience Activator Suite Third-party traffic conversion tool that activates audiences across multiple channels to drive showroom visitors and convert online shoppers. For automotive dealerships and dealer groups.
- Book (Online Scheduling) Online appointment scheduling system with shop capacity optimization, automatic reminders, and pickup/delivery add-on capabilities for service departments. For automotive dealership service operations.
- MPI (Multi-Point Inspection) Electronic inspection and tracking system that digitizes vehicle inspections and connects technician findings with marketing and CRM communication. For automotive dealership service departments.
- SmartLane Mobile and desktop write-up solution for service advisors that streamlines check-in processes and improves service lane workflow efficiency. For automotive dealership service operations.
- Tech Video Streaming video recording solution that captures and shares vehicle inspection footage with customers for transparency and increased repair approval rates. For automotive dealership service departments.
- Messaging
Quantifiable outcome
- 100% increase in service capacity (from 20 to 40 appointments per day)
Companies that use Affinitiv
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Affinitiv technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability7 records
Feature10 records
Affinitiv partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core.
- AudicoreOEM partnership providing Affinitiv's dealer solutions to Audi dealership network as manufacturer-approved offerings.
- BMWcoreOEM partnership providing Affinitiv's dealer solutions to BMW dealership network as manufacturer-approved offerings.
- GenesiscoreOEM partnership providing Affinitiv's dealer solutions to Genesis dealership network as manufacturer-approved offerings.
- General Motors (GM)coreOEM partnership providing Affinitiv's dealer solutions to GM dealership network as manufacturer-approved offerings.
- HyundaicoreOEM partnership providing Affinitiv's dealer solutions to Hyundai dealership network as manufacturer-approved offerings.
- JaguarcoreOEM partnership providing Affinitiv's dealer solutions to Jaguar dealership network as manufacturer-approved offerings.
- LexuscoreOEM partnership providing Affinitiv's dealer solutions to Lexus dealership network as manufacturer-approved offerings.
- KiacoreOEM partnership providing Affinitiv's dealer solutions to Kia dealership network as manufacturer-approved offerings.
- Land RovercoreOEM partnership providing Affinitiv's dealer solutions to Land Rover dealership network as manufacturer-approved offerings.
- MaseraticoreOEM partnership providing Affinitiv's dealer solutions to Maserati dealership network as manufacturer-approved offerings.
- Mercedes-BenzcoreOEM partnership providing Affinitiv's dealer solutions to Mercedes-Benz dealership network as manufacturer-approved offerings.
- MazdacoreOEM partnership providing Affinitiv's dealer solutions to Mazda dealership network as manufacturer-approved offerings.
- MinicoreOEM partnership providing Affinitiv's dealer solutions to Mini dealership network as manufacturer-approved offerings.
- MitsubishicoreOEM partnership providing Affinitiv's dealer solutions to Mitsubishi dealership network as manufacturer-approved offerings.
- NissancoreOEM partnership providing Affinitiv's dealer solutions to Nissan dealership network as manufacturer-approved offerings.
- PorschecoreOEM partnership providing Affinitiv's dealer solutions to Porsche dealership network as manufacturer-approved offerings.
- StellantiscoreOEM partnership providing Affinitiv's dealer solutions to Stellantis dealership network (Chrysler, Dodge, Jeep, Ram, etc.) as manufacturer-approved offerings.
- SubarucoreOEM partnership supporting Subaru Certified Digital Program, helping retailers drive results with digital marketing and dealership solutions.
- ToyotacoreOEM partnership providing Affinitiv's dealer solutions to Toyota dealership network as manufacturer-approved offerings.
- VolvocoreOEM partnership providing Affinitiv's dealer solutions to Volvo dealership network as manufacturer-approved offerings.
- Volkswagen (VW)coreOEM partnership providing Affinitiv's dealer solutions to Volkswagen dealership network as manufacturer-approved offerings.
- GooglecoreOfficial Google Partner with certified proficiency in Google advertising products and Google Analytics implementation, serving automotive dealerships.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Affinitiv competitors and assessment
Company assessmentDirect peers
- CDK Global: CDK Global is the largest provider of integrated dealer software (DMS, CRM via VinSolutions, marketing) to franchised auto dealers in North America. It competes head-to-head with Affinitiv for the same dealership IT and marketing budgets.
- Reynolds and Reynolds: Reynolds is a leading DMS and retail management system provider whose DealerSocket CRM/marketing suite directly overlaps with Affinitiv's sales conversion and retention products across franchised dealer networks.
- DealerSocket (Reynolds): DealerSocket offers CRM, equity mining, desking, and digital marketing tools purpose-built for automotive dealers, overlapping directly with Affinitiv's Quote, Essentials, and Audience Activator products.
- Digital Air Strike: Digital Air Strike is a direct competitor focused on AI-powered consumer engagement, social media, and reputation management for automotive dealerships — closely mirroring Affinitiv's messaging and retention marketing capabilities.
- PureCars: PureCars provides data-driven digital marketing and advertising automation for automotive dealers, overlapping with Affinitiv Advertising, Audience Activator, and lifecycle marketing offerings.
- eLeads: eLeads (eLead) provides automotive CRM, desking, and marketing tools for dealerships, directly comparable to Affinitiv's Quote equity-mining and Essentials lifecycle products.
- DealerCenter (Constellation Software): DealerCenter offers a dealer-management and CRM platform marketed to independent and franchise dealers, competing for the same SMB-to-mid-market rooftop software budget as Affinitiv.
Broad incumbents
- Solera Holdings: Solera is a broad automotive software and data incumbent whose AutoPoint and related assets compete in dealer marketing, analytics, and CRM — overlapping with Affinitiv but serving a wider portfolio of dealership and insurance workflows.
- Cox Automotive (Dealertrack): Cox Automotive (Dealertrack, VinSolutions, Autotrader, Kelley Blue Book) competes with Affinitiv across dealer CRM, marketing, and digital advertising, with broader data and marketplace assets beyond Affinitiv's focus.
Emerging players
- LotLinx: LotLinx is a VIN-targeted digital marketing platform for automotive dealers, competing in a narrower segment of Affinitiv's audience activation and paid media capabilities.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Affinitiv social profiles
Digital presenceAffinitiv financial estimates
Financial estimateRevenue estimate
Valuation estimate
Affinitiv leadership team
Management profileNumber of profiles
Profiles10 records
Affinitiv funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Affinitiv M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Affinitiv
What does Affinitiv do?
Affinitiv provides data-driven software and marketing solutions for automotive dealerships, dealer groups, and OEM partners. Its portfolio spans a Sales Conversion Suite (equity mining, prospect marketing, trade-in tools), a Service Lane Experience Suite (online scheduling, digital multi-point inspection, write-up tools, video inspections), a Retention Marketing Suite (automated lifecycle marketing, direct mail, call center), and digital advertising/agency services. The platform uses AI and machine learning integrated with dealer management systems (DMS) and CRM platforms to deliver personalized multi-channel marketing.
Is Affinitiv a public or private company?
Affinitiv is a private company. It is classified as private equity controlled and is currently operating.
When was Affinitiv founded?
Affinitiv was founded in 2004. It employs 501 to 1,000 people.
Where is Affinitiv based?
Affinitiv is headquartered in Chicago, United States, in the North America region.
How does Affinitiv make money?
Five revenue lines are on record. Software Subscriptions are the primary driver. The others are digital Advertising Services, agency Services, direct Mail Marketing and call Center Services.
Who are Affinitiv's main competitors?
Direct peers on record are CDK Global, Reynolds and Reynolds, DealerSocket (Reynolds), Digital Air Strike, PureCars, eLeads and DealerCenter (Constellation Software). Broad incumbents are Solera Holdings and Cox Automotive (Dealertrack). LotLinx is listed as an emerging player.
Does Affinitiv have an API?
No public API is recorded for Affinitiv.
What industry is Affinitiv in?
Affinitiv's product category is Automotive Dealership Software. Its primary akta.pro industry code is BPAFAFAC, Marketing Automation Platforms & Services. Its NAICS code is 5132 and its SIC code is 7372.