Affinity

Affinity is a CRM built for private capital: private equity, venture capital, private credit, fund-of-funds, asset managers and family offices that source and track direct investments and fund commitments. It has a dedicated family office offering aimed at investment teams rather than client-service advisors.

The product captures email, calendar and meeting activity automatically, scores relationship strength across the firm to find warm introduction paths, and enriches company records with funding and growth data. Teams manage deal pipelines, set permissions down to fund level, and use AI features such as a meeting notetaker, pipeline chat, an agent platform called Ascend and an MCP server. It connects to Gmail, Outlook, Zoom, Slack, Microsoft Teams, Salesforce and Box, and higher tiers add PitchBook, Dealroom and Crunchbase enrichment.

Affinity (Project Affinity Inc) was founded in 2014. Published list prices run from $2,000 to $2,700 per user per year, with custom enterprise pricing.