Affinity

In private capital, the quality of a deal rarely depends on a cold call. It depends on a warm introduction at the right time, by the right person, to the right executive. Yet, most investment teams continue to manage this relationship capital in a mix of inboxes, Excel spreadsheets, and generic CRMs that require endless manual entry. Affinity was designed precisely to fill this gap. The platform integrates into the heart of existing tools—email, calendar, Salesforce, LinkedIn—and adds a layer of relationship intelligence powered by artificial intelligence. Every interaction is captured, every contact enriched, and every relationship scored based on its depth and recency. The result is a new kind of CRM, where the team no longer wastes time maintaining a database and can focus their energy on what creates value: sourcing deals, qualifying opportunities, and accelerating closings. Adopted by more than 3,000 organizations, Affinity has established itself as the go-to CRM for venture capital funds, private equity firms, investment banks, and family offices looking to transform their network into a measurable competitive advantage and sustainably structure their investment practice.

What is Affinity?

Key features

Affinity combines several functional building blocks around a single relationship graph. Automatic activity capture records every incoming or outgoing email, scheduled meeting, and LinkedIn exchange without human intervention. The relationship intelligence engine continuously calculates a connection score for each contact, taking into account the frequency and recency of interactions as well as the seniority of the interlocutors. The AI-powered enrichment module automatically completes company and people profiles with financial data, funding rounds, executive teams, and news signals. On the pipeline side, flexible lists allow you to model any deal-flow, fundraising, portfolio management, or investor relations process, complete with custom fields and automations. Built-in analytics and reporting measure pipeline velocity, deal sources, and team performance. Native integrations with Salesforce, Slack, Outlook, Gmail, Zapier, and dozens of other tools, complemented by open APIs, allow Affinity to integrate seamlessly into your existing ecosystem. A browser extension and mobile apps complete the setup. The granular permission layer ensures that each user only sees the data they are authorized to access, a critical point for funds managing confidential information on targets and LPs. The recently launched Sourcing module enriches the pipeline with external market signals, suggesting deals to explore based on the fund’s sectoral focus. On the governance and compliance side, Affinity complies with SOC 2 Type II, GDPR, and CCPA.

Use cases

Venture capital funds use Affinity to source deals by leveraging warm introductions possible through the firm’s entire network. A team can thus see that a partner knows an investor who is already on the cap table of a targeted startup, and request that intro rather than doing cold outreach. Private equity firms use it to map executives in a sector, identify acquisition targets, and orchestrate due diligence across multiple teams in parallel. Investment banks centralize M&A mandates, track conversations with potential buyers, and coordinate teams deal by deal, with clear tracking of each stage. Family offices manage both their direct portfolio, their indirect investments in funds, and their relationships with co-investors, creating a consolidated view of their wealth. Finally, investor relations teams use the platform to orchestrate fundraising campaigns, track commitments, and maintain post-closing relationships with LPs, which becomes a competitive advantage during subsequent fundraises. Accelerators and incubators find it a great framework for managing their incoming deal flow, their cohort, and their network of mentors and investors.

Advantages

The main benefit of Affinity is the time saved on CRM maintenance. Teams report an average of 220 hours saved per user per year on manual contact and activity entry. This time is reinvested in sourcing, qualification, and relationships. The second benefit is decision-making quality: having the aggregated relationship score across an entire fund in front of you allows you to prioritize the right contacts and avoid redundant or awkward approaches. The third benefit is speed of deployment, with go-live often achieved in less than three days thanks to automatic synchronization and AI enrichment of existing contacts. The fourth benefit, the centralization of relationship knowledge, protects the firm when a partner leaves, since the entire history remains capitalized in the platform rather than locked in individual email inboxes. The fifth benefit is the organic growth of the firm’s network: each user adds an average of over 300 new contacts per year to the collective graph, increasing the network’s leverage. Finally, built-in analytics give managing partners transparent tracking of deal flow and the team’s commercial performance, which is essential for strategic reviews and LP reports.

Pricing

Conclusion