Affinity Capital Group

What Affinity Capital Group does

Affinity Capital Group Pty Ltd is a Perth-based, privately held corporate finance and advisory firm founded by Adam Santa Maria, Demetrios Pynes, and Simon Tan, operating under Australian Financial Services Licence No. 540646. The firm is structured around four core service lines — Strategic Advisory, Mergers & Acquisitions, Private Equity, and Capital Markets & Financing — and five thematic practices: Energy Transition and Sustainability, Food and Water Security, Infrastructure and Sovereign Capability, Natural Resources and Critical Minerals, and Indigenous Engagement and Regional Development. A separate funds management sub-brand, Affinity Funds Management, extends the firm into investment management. The team of approximately 10 staff, including three directors, draws on 100+ years of combined professional experience at leading institutions such as Rothschild and Royal Bank of Canada, and has advised on A$125 billion+ in announced or completed transactions across Australia and Europe with US$7 billion in current financing mandates.

The firm does not operate a software or technology platform; its analytical core consists of proprietary valuation and financing models plus integrated operating and financial models that produce $/MW, LCOE, IRR, yields, and ICR metrics used in feasibility studies, business cases, FEED/FID studies, and information memoranda, supplemented by Bloomberg and Preqin database access. Service delivery is bespoke and transaction-driven, with fees generated through strategic advisory retainers, M&A transaction fees, private equity value-creation engagements, and capital markets/financing mandates. Distribution is direct and relationship-led: the firm leverages director networks, board positions across 20+ organisations, and mandates from 45+ infrastructure investors and 16 government departments to originate deals, with no public revenue disclosure and a stated customer base spanning corporate, institutional, government, and Indigenous corporation clients.

Name

Affinity Capital Group

Legal name

Affinity Capital Group Pty Ltd

Website

https://affinitycapitalgroup.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Affinity Capital Group is a Perth-based, privately held corporate finance and advisory firm offering strategic advisory, M&A, private equity, and capital markets services to corporate, government, institutional, and Indigenous clients across Australia's energy transition, infrastructure, and resources sectors.

Ownership category

akta.pro rank

Product category

Corporate Finance Advisory

NAICS

Portfolio Management and Investment Advice (523940), Other Financial Investment Activities (5239), Other Investment Pools and Funds (5259)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Corporate Finance & Capital Advisory (BPAHADAB)

akta.pro secondary industry

Capital Raising Advisory (Equity & Equity-Linked) (FSAEAGAC)

Keywords

• Corporate finance advisory
• Mergers and acquisitions
• Capital markets financing
• Private equity services
• Strategic advisory

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Advisory Fees: Fees for advising boards and senior management on strategic matters including corporate objectives, value optimization, project evaluation, market conditions, sustainability, and corporate governance. Services grounded in robust market, operational, and financial analyses.
2. M&A Advisory Fees: Transaction-based fees for mergers, demergers, acquisitions, reverse listings, divestments, joint ventures, partnerships, privatisations, and commercialisations. The team has advised on over $125 billion in announced or completed transactions.
3. Private Equity Services: Fees for identifying, funding, and guiding strategic growth of high-potential businesses. Includes strategic oversight, performance optimization, financial strategy refinement, go-to-market plan enhancement, and post-acquisition integration services.
4. Capital Markets and Financing Fees: Fees for equity placement (public and private offerings, rights issues, strategic placements), debt facilities engineering, project finance, asset-backed lending, leveraged buyouts, dividend recapitalisation, securitisation and convertible securities. Current financing mandates of approximately US$7 billion.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Affinity Capital Group is an integrated corporate finance and advisory house that provides strategic advisory, mergers and acquisitions, private equity, and capital markets and financing services to corporate, institutional, investing, and government clients in Australia. The firm delivers bespoke transaction execution, feasibility studies, business cases, FEED and FID studies, and information memoranda across thematic practice areas including energy transition, infrastructure, natural resources, food/water security, and Indigenous engagement.

Product overview

Affinity Capital Group operates as an integrated corporate finance and advisory house offering four core service lines: Strategic Advisory, Mergers & Acquisitions, Private Equity, and Capital Markets & Financing. These services are delivered through five thematic practice areas focused on Energy Transition and Sustainability, Food and Water Security, Infrastructure and Sovereign Capability, Natural Resources and Critical Minerals, and Indigenous Engagement and Regional Development. The firm also maintains a separate funds management subsidiary (Affinity Funds Management). The portfolio is unified by the firm's focus on responsible investment and impact-driven outcomes in key global transition themes, with all services drawing on proprietary deal technology, market databases, and financial modelling capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Advisory

Quantifiable outcome

• US$32 billion in new Australian export industry over project life
• +6 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Traditional Owner GroupscoreStrategic or Co-development PartnerAffinity Capital Group works closely with Traditional Owner groups and Indigenous corporations to co-create projects that deliver lasting cultural, social, and economic benefits. The firm actively participates in business and development teams, provides strategic advice to CEOs and Boards, supports feasibility analysis and business case development, and facilitates regional development funding and capital raising for Traditional Owner-led opportunities.
• Green Ammonia and Green Hydrogen DeveloperscoreStrategic or Co-development PartnerAffinity Capital Group provides access to transportable energy solutions including green ammonia and green hydrogen to help decarbonize and build new industries. The firm works with developers to analyse, capital raise, refinance and expand or divest major projects in the alternative energy space.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Rothschild & Co: Global independent advisory firm with deep M&A and restructuring capabilities and an established track record in infrastructure and natural resources. Simon Tan previously held senior positions at Rothschild in London, indicating both overlap and competitive relevance.
• KPMG Australia (Deal Advisory): Big Four advisory practice with corporate finance, M&A, infrastructure, and energy transition advisory services in Australia. Competes with Affinity across many advisory mandates, particularly in infrastructure and government deals, but operates as part of a broader professional services portfolio.
• Macquarie Capital: Australian-headquartered global investment bank with major M&A advisory, ECM/DCM, and infrastructure principal investing businesses. Competes with Affinity for many of the same Australian infrastructure, renewables, and resources mandates, but at materially larger scale.

Direct peers

• Moelis & Company: Global independent advisory firm providing M&A, restructuring, and capital markets advisory to corporates, governments, and financial sponsors. Similar boutique-style operating model but at larger scale; competes for many of the same high-quality advisory mandates.
• Argonaut: Australian full-service advisory and stockbroking firm with strong natural resources and energy transition focus, offering corporate finance, ECM, and M&A advisory. Directly comparable on sector mix and Perth-headquartered operating model.
• Grant Samuel: Independent Australian corporate advisory firm providing M&A, takeovers, valuations, and restructuring services to listed and unlisted clients. Comparable boutique advisory positioning with similar transaction-driven business model.
• Houlihan Lokey: Global independent advisory firm focused on M&A, capital markets, and financial restructuring with strong mid-market franchise. Comparable as an independent advisor competing against bulge-bracket firms, though operating at much larger scale than Affinity.
• Azure Capital: Australian independent corporate advisory firm focused on mid-market M&A, capital raising, and strategic advisory across natural resources, infrastructure, and industrials. Highly comparable to Affinity in size, geography, sector focus, and service mix (M&A, ECM/DCM).
• Evercore: Global independent advisory firm focused on M&A, restructurings, and capital markets advisory. Comparable as a pure-play independent advisor competing with bulge-bracket banks, although at meaningfully larger scale and broader geography than Affinity.

Others

• Lazard: Global independent advisory and asset management firm with deep M&A, restructuring, and capital advisory practices. Competes with Affinity for cross-border and domestic infrastructure/energy mandates, particularly on privatisations and large-cap transactions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/affinitycapitalgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Capital Group