Affinity Holding Group

What Affinity Holding Group does

Affinity Holding Group, LLC is a privately held Wisconsin holding company that operates three distinct service divisions under a single corporate umbrella, with day-to-day leadership provided by founder and president Austin M. Lacey. Its divisions consist of ALAC Weather, which provides professional weather consulting services to clients across industries; Mod9Multimedia Group, which delivers web design, database development, marketing services, and (since March 2017) a public-facing hosting and domain store selling web hosting, email plans, and SSL certificates; and 7x Scoring, which manages swim competition organization and scoring. The company maintains its headquarters in Madison, Wisconsin, with a mailing address in Oregon, Wisconsin for invoice payments.

The firm's underlying technology is modest: an online client portal launched in March 2016 provides billing and online payment, workflow task approvals, group communication, and project management capabilities across all three divisions, and serves as the unifying client-experience layer. The portal also functions as a payment gateway that adds a 3% processing fee on credit and debit card invoice payments, with check payment offered as a fee-free alternative. There is no evidence of proprietary algorithms, data platforms, or AI/ML capabilities; the technology footprint is workflow and billing software rather than a deep technology stack.

Affinity Holding Group generates revenue primarily through professional services engagements across its three divisions, supplemented by recurring subscription-like revenue from Mod9Multimedia's hosting, domain, and SSL offerings and a small transaction-fee stream from card-based invoice payments. Distribution is direct-to-client through three division websites, the client portal, and limited organic social presence on Facebook, with no disclosed partnerships, channel resellers, or institutional investors. Customer segments are verticalized (weather-sensitive industries, organizations needing web/digital services, and swim competition organizers), and the company emphasizes personal, relationship-driven account management over scale.

Name

Affinity Holding Group

Legal name

Affinity Holding Group, LLC

Website

https://affinityholding.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Affinity Holding Group, LLC is a privately held Wisconsin holding company operating three small service divisions: ALAC Weather (weather consulting), Mod9Multimedia Group (web design, database development, and hosting), and 7x Scoring (swim competition management), served via a unified online client portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Weather Consulting Services (ALAC Weather): Professional weather consulting services provided to all industries through the ALAC Weather division.
2. Web Services (Mod9Multimedia): Web design, database development, marketing services, and web hosting/domain services including SSL certificates.
3. Swim Competition Management (7x Scoring): Swim competition organization and management services through the 7x Scoring division.
4. Invoice Payment Processing: Credit/debit card payment processing with 3% transaction fee for invoice payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Affinity Holding Group operates as a privately-held holding company running three service divisions: ALAC Weather provides professional weather consulting and forecasting across all industries; Mod9Multimedia Group delivers web design, database development, and marketing services including web hosting and domain registration; and 7x Scoring manages swim competition organization and scoring. The company also operates an online client portal that consolidates billing, workflow approvals, and project management across all three divisions.

Product overview

Affinity Holding Group is a holding company operating three distinct service divisions under unified leadership. The core divisions are ALAC Weather (professional weather consulting), Mod9Multimedia Group (web design, database development, marketing services, and web hosting), and 7x Scoring (swim competition management). The company also offers an internal client portal connecting all divisions for billing, project management, and communication services.

Differentiator

Problem solved

Functional benefit

Products and services

• ALAC Weather Professional weather consulting service providing expert meteorological analysis and forecasting for organizations across all industries, supporting operational planning and weather-dependent decision making.
• Mod9Multimedia Group Web design, database development, and digital marketing services for organizations and businesses, providing customized web solutions and one-on-one client service.
• 7x Scoring Swim competition organization and management services, handling timing, scoring, and event operations for swim meets and competitions.
• Mod9Multimedia Web Hosting Store Online store offering domain name registration, web hosting plans, email plans, and SSL certificates to the general public and organizations.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Web.com: SMB-focused provider of website design, hosting, domains, and digital marketing services. Highly comparable to Mod9Multimedia's full-stack web services offering for small businesses.
• DTN: Provides weather, climate, and agricultural data services to business and government clients. Comparable to ALAC Weather's professional consulting model, with deeper resources and broader operational footprint.
• AccuWeather: Major weather forecasting company with a sizable enterprise/consulting division serving media, retail, and industry. Directly comparable to ALAC Weather in the professional weather consulting category, though at much larger scale and broader scope.
• GoDaddy: Dominant SMB web hosting, domain registration, and website builder. Directly comparable to Mod9Multimedia's hosting store offering (domains, web hosting, email plans, SSL certificates), with vastly larger scale and brand.
• Wix: Leading DIY website builder serving SMBs. Comparable to Mod9Multimedia's web design and development services, though with a self-serve product rather than custom design.
• IBM Environmental Intelligence Suite (The Weather Company): IBM's enterprise weather and environmental data platform, formerly The Weather Company. Comparable to ALAC Weather's professional consulting angle at the enterprise end, with deeper data and analytics capabilities.
• Active Network (Swim/Event Solutions): Large event registration and sports management platform with swim meet solutions among its verticals. Comparable to 7x Scoring's swim event management offering, with broader scale across multiple sports.

Direct peers

• StormGeo: Specialist provider of weather intelligence and consulting services to enterprise customers across shipping, energy, aviation, and media. Closest direct peer to ALAC Weather given shared B2B weather consulting model and cross-industry customer base.
• SwimTopia: Swim team and meet management platform for youth and club swim programs. Comparable to 7x Scoring's competition organization services, with a SaaS delivery model.
• Hy-Tek Swim Software: Leading provider of swim meet management and scoring software used by USA Swimming clubs and teams. Closest direct peer to 7x Scoring's swim competition organization and timing/scoring services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/affinityholdingwi
• LinkedInlinkedin.com/company/affinity-holding-group-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

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 Affinity Holding Group