CRM & deal pipeline
Affinity
Affinity is a CRM built for private capital firms. Rather than relying on manual data entry, it captures activity across a firm's email, calendar, and meetings, then scores the resulting relationships so a team can see who already has the warmest path to a given contact.
The product is sold to private equity, venture capital, private credit, investment banking, asset management, family offices, and fund-of-funds teams, and the company says it handles PE and VC workflows without separate configuration. Around the core CRM sit deal pipeline tracking, company data enrichment, analytics, integrations, and an open API. Affinity Ascend, launched in 2026, adds agents that prepare meetings, capture conversations, and update pipeline records.
Pricing is published per user per year across three named tiers, with an enterprise tier quoted. Higher tiers add an AI notetaker, conversational chat over the pipeline, a Model Context Protocol server, enrichment from PitchBook, Dealroom, and Crunchbase, packaged integrations such as Slack, Salesforce, and Box, and fund-level permissions with enterprise SSO.
The platform is aimed at investing and capital-raising teams, not at property operations. Anyone evaluating it for deal sourcing should confirm how it handles property and entity records alongside people and firms.
Best for
Investment and capital-raising teams that source through relationships and want to see which colleague knows a broker, sponsor, lender, or LP. It is not an asset management, property management, or fund accounting system.
What they do
- Relationship intelligence CRM
- Automatic activity capture from email and calendar
- Deal pipeline tracking
- Company and contact data enrichment
- AI meeting notetaker and pipeline chat
- Affinity Ascend agent platform
- Analytics and reporting
- Packaged integrations and open API access
- Fund-level data permissions and enterprise SSO
Details
| Attribute | Value |
|---|---|
| How they charge | Published plans run $2,000, $2,300, and $2,700 per user per year; the enterprise tier is quoted, and dedicated implementation is an add-on. |
What stands out
- Lists plan pricing publicly at $2,000, $2,300, and $2,700 per user per year, with a quoted enterprise tier.
- Enriches company profiles with funding history, growth metrics, and firmographic data drawn from more than 40 sources.
- Advanced tier adds enrichment sourced from PitchBook, Dealroom, and Crunchbase.
- Launched a Model Context Protocol server in April 2026 so Affinity data can be queried from tools such as Claude and ChatGPT.