Affinity
AI-first CRM for private capital that turns firmwide relationships into deal flow and gets your team ready to win.
By Affinity · 4.0/5 Value-Position score (estimate)
Positioning guardrails
Best for
- Private capital firms (PE, VC, growth equity, family offices) that source deals through relationship data
- Investment banks and M&A advisors tracking banker, adviser and counterparty coverage
- Investor relations and fundraising teams managing LP relationships alongside deal teams
- Firms that want firmwide email, calendar and meeting capture without manual CRM logging
- Teams using Claude, ChatGPT, Gemini or Copilot that want live CRM data available through MCP
Ideal size: 10–200 people · Established private capital or advisory firm with a defined deal process
Not for
- B2B sales and marketing teams needing a general-purpose sales CRM with outbound sequencing
- Very small teams wanting per-seat CRM pricing below roughly $500 per user per year
- Firms needing marketing automation, CPQ/quoting or customer support ticketing in the same system
- Organisations that require deep ERP or financial-transaction processing
Value metrics scorecard
Time-to-Value
First value in days; fully live in ~60 days
~30 days to first production value
Total Cost of Ownership
$46,000/yr
Starts at $2,000 · Per user, per year, billed annually. Essential $2,000, Scale $2,300, Advanced $2,700, Enterprise custom.
Implementation Friction
2/5
Engineering + admin effort required
Value-Position score
out of 5 · model estimate
Full cost breakdown
Mandatory implementation fee
None
Seat tiers
Priced per user; no stated seat minimum; collaborator seats extend scoped access to non-investment users
Add-on costs
- Dedicated implementation and success support (Enterprise add-on)
- Scoped onboarding support for complex data migration or custom field mapping
- Advanced enrichment via PitchBook requires the firm's own PitchBook subscription
Company & support
Who is behind Affinity, and how your team gets help once it is live.
Company
- Founded
- Not recorded
- Headquarters
- Not recorded
How you get support
- PhoneNot listed
- EmailAll plans
- Live chatNot listed
- Support portal / ticketsNot listed
- Community forumNot listed
- Help centre / docsAll plans
- Dedicated account managerEnterprise only
- In person / on-siteNot listed
- Hours
- Not recorded
- Response time
- Not stated
Support team reachable at [email protected]; self-serve help centre with AI & MCP recipes; live Office Hours with Customer Success every other Thursday; Enterprise adds dedicated implementation and success support (add-on).
“Not listed” means the vendor’s public pages don’t mention that channel, not that it is unavailable. Ask about it during evaluation.
Market position
Where Affinity sits against its closest alternatives. Pick any two of cost, speed, friction and buyer score, and up to 9 companies to compare.
Quadrant view
Typical annual cost × Time-to-value
The lines cross at the median of the solutions shown, so about half sit on each side of each line. A dashed ring marks an outlier pinned to the edge; hover for its value.
Companies on the chart 6 / 10
- Affinity
- Nimble
- EveryoneSocial
- Streak
- Revenue Grid
- Planhat
Add or change companies
Up to 10 companies including Affinity. Listed closest first.
Stack fit signal
Compatibility with standard B2B ecosystems.
Ships an official MCP server. Connects to Claude Code, Claude Desktop, ChatGPT connectors and Cursor out of the box.
AI & MCP readiness
What Affinity ships in AI, and what it asks of your ecosystem.
AI features shipped
AI Chat gives conversational access to pipeline and network; Affinity Ascend agents prep meetings, capture conversations and write updates back to the CRM; Notetaker captures meetings and follow-ups; SmartSearch and relationship-strength scoring are named AI capabilities. No source states model providers, model keys, per-action AI audit logging or AI training-data policy.
Your data & models
- Trains on your data
- Not recorded — ask the vendor
- Runs on
- Not recorded
- AI pricing
- Included in the plan
In your ecosystem
- AI connection
- Official MCP server
- Model key
- Not recorded
- AI usage audit
- Not recorded
Compliance attestations
* IAPP AIGP certifies individuals, not products. It means named staff hold the credential — not that the platform does.
Bottom line
Affinity is an AI-first CRM for private capital. It captures firmwide email, calendar and meeting activity automatically, scores relationship strength from real interactions, and enriches records with proprietary data and 40+ sources. Affinity Ascend agents prep meetings, capture conversations and write updates back to pipeline and CRM records, while a hosted MCP server puts live relationship data into Claude, ChatGPT, Gemini and Copilot. Pricing starts at $2,000 per user per year; standard onboarding is included and most firms are live within 60 days.
Frequently asked questions
How much does Affinity cost per user?
Affinity is priced per user per year, billed annually, across four tiers: Essential is $2,000, Scale is $2,300 and Advanced is $2,700 per user per year; Enterprise is custom. Every tier includes automatic email and calendar capture, Relationship Intelligence, the data layer behind AI answers, and regular product releases at no extra cost.
How long does implementation take, and is there a mandatory implementation fee?
Standard onboarding is included with every subscription, covering data import, field mapping and historical relationship data, and nothing is quoted as a mandatory implementation fee. Most firms are fully live within 60 days, with the whole firm's network mapped in the first 24 hours. Legacy CRM migrations are commonly scoped in quarters, and additional scoped onboarding for complex migrations is priced by the account team.
Is AI and MCP access included, or a separate add-on?
Included. AI capabilities and Affinity Labs start at Essential, and Ascend agents plus the hosted MCP server (Claude, ChatGPT, Gemini, Copilot) are available from Scale up at no additional cost. Scale and Advanced include 100K API calls per month, and MCP queries count against the same allowance; Enterprise removes the ceiling.
Do we have to sync every mailbox and calendar?
No. Affinity gives firms control over what gets captured rather than an all-or-nothing choice. Admins can set sync policies at the team level, and individual users can manage what is shared from their own inbox and calendar, so relationship intelligence builds without exposing communications that should not be firm-wide visible.
Do all users need the same level of access to the platform?
No. Affinity lets users choose how much of the platform they access, with team-, deal- and user-level permission settings deciding firmwide visibility, and collaborator seats that extend scoped access to people outside the investment team. Enterprise adds fund-level permissions, enterprise SSO and custom data retention.