What Affina Software does

Affina Software is a privately held Mexican technology consulting firm headquartered in the Miguel Hidalgo borough of Mexico City. Founded in 2021 and operating with 11-50 employees, the company functions as a strategic value-added reseller and implementation partner for six international enterprise software vendors: IDERA Software and its Embarcadero subsidiary, Delphix, Kiuwan, PreEmptive, and AquaFold. Its portfolio spans SQL Server management and diagnostics, multiplatform database administration, data virtualization and test data management, code security and obfuscation, and DevSecOps tooling. Affina does not develop proprietary software platforms; instead, it bundles these third-party products with professional consulting, deployment, and training services targeted at enterprise IT, database administration, and software development teams in Mexico.

The company's go-to-market is sales-led and consultative, anchored by a complimentary SQL Server Health Check diagnostic that is used as a lead-generation funnel. Engagements typically progress into paid consulting assignments for database performance tuning, security and compliance (including PCI DSS-aligned work), data masking, and DevSecOps integration, alongside resale of vendor licenses and a 75-hour instructor-led SQL Server Optimization training course. Named enterprise customers include BanCoppel in financial services (where Affina implemented Delphix Continuous Compliance) and Grupo Inco in construction and infrastructure (where IDERA SQL Diagnostic Manager was deployed). Pricing is quote-based across all service and training lines, and revenue derives from professional services fees plus software resale commissions rather than from a proprietary SaaS product.

Strategically, Affina positions itself as a one-stop Mexican-market partner for advanced data management, database administration, and application code protection needs. Its core moat rests on multi-vendor distribution rights, localized Spanish-language expertise, and embedded enterprise relationships rather than on proprietary technology. Growth signals include active content marketing, expansion of its vendor portfolio, and promotion of AI-enabled database features from its partners, while concentration risk is elevated given the small number of publicly visible anchor customers.

Name

Affina Software

Legal name

Affina Software

Website

https://affina.com.mx

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Affina Software is a Mexican technology consulting firm and value-added reseller that bundles enterprise software from IDERA, Delphix, Kiuwan, PreEmptive, and AquaFold with SQL Server consulting, training, and implementation services for enterprise IT and development teams in Mexico.

Ownership category

akta.pro rank

Product category

Database Administration and Data Management Consulting

NAICS

Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512), Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373), Services-Management Consulting Services (8742)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• SQL Server consulting
• Database administration services
• Data security solutions
• Application code protection
• Test data management

Headquarters

HQ city

Miguel Hidalgo

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Consulting Services: Affina generates revenue through fee-based technology consulting engagements, including SQL Server administration, database optimization, data governance, security compliance, and DevSecOps implementation services. These are delivered by their team of specialized consultants.
2. Training and Education: Affina offers paid instructor-led training courses, such as their SQL Server Optimization course (75 hours, 20 modules). Training is available in-person and online, targeting DBAs, developers, and IT managers.
3. Software Resale and Licensing: As a value-added reseller of IDERA, Delphix, Kiuwan, PreEmptive, and AquaFold software, Affina earns commissions and revenue from reselling software licenses and subscriptions to their customer base in Mexico and Latin America.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Affina Software is a Mexican technology consulting firm and value-added reseller that delivers enterprise database management, data security, data virtualization, and application code protection services in Mexico and Latin America. They resell and implement third-party software from IDERA, Delphix, Kiuwan, PreEmptive, Embarcadero, and AquaFold, paired with professional consulting, SQL Server optimization training, and a complimentary Health Check diagnostic. The core offering combines specialized tools with implementation expertise, training, and ongoing support for enterprise IT organizations.

Product overview

Affina Software is a technology consulting company that resells and implements a portfolio of third-party software products combined with professional consulting services. The core product portfolio consists of four main platforms: IDERA tools for SQL Server management (SQL Diagnostic Manager, SQL Safe Backup, SQL Compliance Manager, SQL Secure, SQL Defrag Manager, SQL Query Tuner, SQL Workload Analysis), AquaFold tools for multiplatform database access (Aqua Data Studio, ER/Studio Data Architect, DB Power Studio), Delphix for data virtualization and test data management, and PreEmptive for code protection (Dotfuscator, DashO, JSDefender). The company pairs these products with SQL Server consulting services, an optimization training course, and free health check assessments. The offering architecture is a platform-plus-consulting model where software products are complemented by implementation, administration, and training services.

Differentiator

Problem solved

Functional benefit

Products and services

• Consultoría SQL Server (SQL Server Consulting) Professional consulting services for SQL Server including database administration, performance tuning, security implementation, and staff training for enterprise IT organizations in Mexico.
• Curso Optimización SQL Server (SQL Server Optimization Course) 75-hour specialized training course covering SQL Server optimization, performance tuning, query analysis, and database administration best practices. Delivered in-person and online in 20 modules targeting DBAs, developers, support engineers, IT managers, and solutions architects.
• Health Check SQL Server Free diagnostic service that analyzes SQL Server performance, configuration, security, and availability to identify improvement areas. Delivered remotely within 48 business hours with a written deliverable containing findings and recommendations.
• SQL Diagnostic Manager Comprehensive SQL Server monitoring solution providing proactive diagnostics, alerting, and performance analysis for database administrators. Resold from IDERA Software under Affina's VAR partnership.
• Aqua Data Studio Universal database query and administration tool with AI-powered natural language to SQL capabilities for multiplatform database environments. Resold from AquaFold.
• Delphix Data Platform Data virtualization and test data management platform enabling rapid data provisioning, masking, and synchronization for DevOps and cloud environments. Resold from Delphix.
• DashO Java, Android, and Kotlin obfuscation and hardening solution providing code protection, watermarking, and runtime threat detection. Resold from PreEmptive.
• Kiuwan Code Quality Code quality and security analysis solution evaluating code against ISO 25000 standards for effectiveness, reliability, maintainability, and portability. Resold from Kiuwan.

Quantifiable outcome

• SQL Server performance maximization with reduced query response times and eliminated database locks (Grupo Inco case)
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Partnerships

Six partnerships are on record, tiered core and minor.

• IDERA SoftwarecoreChannel Partner/ Reseller/ DistributorIDERA Software is a US-based company specializing in database management and SQL Server tools. Affina is a certified reseller and implementation partner for IDERA's product line, including SQL Diagnostic Manager, SQL Safe Backup, SQL Compliance Manager, SQL Defrag Manager, SQL Secure, SQL Workload Analysis, and SQL Query Tuner. Affina promotes these products on their website and includes them in their consulting engagements, webinars, and case studies (e.g., Grupo Inco using SQL Diagnostic Manager).
• DelphixcoreChannel Partner/ Reseller/ DistributorDelphix provides data virtualization, test data management (TDM), and data masking solutions. Affina is a certified reseller and implementation partner for Delphix in Mexico, offering solutions for cloud migration, compliance, DevOps data provisioning, and mobile app testing (Perfecto, BlazeMeter). Affina has published case studies with Delphix Continuous Compliance for BanCoppel and other clients.
• KiuwancoreChannel Partner/ Reseller/ DistributorKiuwan provides code security and software governance solutions, including SAST (Static Application Security Testing), SCA (Software Composition Analysis), and Kiuwan Code Quality and Kiuwan Governance tools. Affina resells and implements Kiuwan's products for code vulnerability testing, code analysis, and software governance in Latin America.
• PreEmptivecoreChannel Partner/ Reseller/ DistributorPreEmptive is a US-based company specializing in application protection, code obfuscation, and runtime application self-protection (RASP). Affina resells and implements PreEmptive's product suite including Dotfuscator (.NET/MAUI), DashO (Java/Android/Kotlin), and JSDefender (JavaScript). These products are positioned within Affina's DevSecOps and code protection service offerings.
• Embarcadero (IDERA subsidiary)minorChannel Partner/ Reseller/ DistributorEmbarcadero (a subsidiary of IDERA) provides database tools including ER/Studio Data Architect (multiplatform data modeling), DB Power Studio, and Aqua Data Studio. Affina resells Embarcadero tools, particularly Aqua Data Studio and ER/Studio, as part of their multiplatform database solutions portfolio.
• AquaFoldminorChannel Partner/ Reseller/ DistributorAquaFold develops Aqua Data Studio, a universal database query and administration tool. Affina includes Aqua Data Studio in their multiplatform database solutions and has published blog content on how AI integration in Aqua Data Studio transforms database management workflows.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Idera (parent of IDERA Software): Idera is the US-based vendor of the SQL Server tooling portfolio that Affina resells (SQL Diagnostic Manager, SQL Compliance Manager, SQL Safe Backup, etc.). They overlap on product functionality (database administration, monitoring, security) and target the same DBA/enterprise IT buyer, with Idera competing at the manufacturer level and Affina at the local-implementation/consulting layer.
• Redgate Software: Redgate is a UK-headquartered vendor of specialized SQL Server tools (SQL Monitor, SQL Compare, SQL Prompt, SQL Data Compare). It is comparable because it sells into the same SQL Server DBA/developer buyer profile that Affina services and competes for the same on-prem SQL Server tooling wallet.
• Quest Software: Quest sells database management, migration, and security tools (including the acquired ApexSQL line) that overlap directly with several IDERA products Affina resells. It competes for the same enterprise data management wallet and offers similar diagnostic, masking, and compliance capabilities.
• SentryOne (SolarWinds SQL Server tools): SentryOne's SQL Sentry was a leading SQL Server performance-monitoring toolset now part of SolarWinds. It targets the same database monitoring/performance tuning buyer as SQL Diagnostic Manager, making it a head-to-head alternative Affina's customers may evaluate.

Broad incumbents

• Innovar-Consulting / Itera Americas: Itera is a Latin American IT consulting and systems integration firm with regional scale across Mexico and other LATAM markets. It addresses enterprise data, application and compliance initiatives similar to Affina's projects, but at a much larger scale and through broader consulting engagements.
• Softtek: Softtek is a large Mexican-founded IT services firm serving North and Latin America across application management, data, cloud and quality engineering. Affina's enterprise database and DevSecOps consulting delivery overlaps with Softtek's broader data and application services portfolio.
• Neoris: Neoris is a Mexico-headquartered global digital and IT consulting firm (an accelerator of CEMEX's ventures) that delivers enterprise data, cloud and digital transformation work. It competes with Affina for Mexican enterprise modernization and data-related consulting mandates.
• Delphix (Perforce): Delphix (acquired by Perforce) is the vendor of the data virtualization and test data management platform Affina resells. The vendor relationship is partnership, but on data provisioning/masking it defines the product landscape Affina's Delphix-led practices compete within.
• Capgemini Engineering (formerly Altran): Capgemini is a global IT services and consulting incumbent that delivers enterprise data, application and digital engineering work. Its Mexican and LATAM delivery centers address the same kind of enterprise data, cloud migration and DevSecOps work Affina targets, but at vastly larger scale.

Regional players

• GlobalHitss: GlobalHitss is a Mexican corporate IT services company (América Móvil group) focused on enterprise application development, data and infrastructure in Mexico. It offers multiplatform database and system integration services comparable to Affina's VAR-implementation model in the same domestic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AffinaSoftware?lsrc=lb
• LinkedInlinkedin.com/company/affina-software/about/?viewAsMember=true

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Affina Software