Affinity
5.8/10Relationship intelligence CRM for private capital firms such as VC, PE, private credit and family offices, built around automatic activity capture and deal pipelines.
Data last updated November 2026 · Our methodology
Overview
Affinity is a CRM built for private capital firms, including venture capital, private equity, private credit and family offices. Its core idea is relationship intelligence. It automatically captures emails, meetings and calendar events across the whole firm and scores how strong each relationship is. It then maps the firm's network to show who can make a warm introduction. Deal pipeline tracking sits on top of this data. Records can be enriched from more than 40 sources, including PitchBook, Preqin, Dealroom and Crunchbase, although PitchBook needs its own subscription. Newer releases add AI features: a notetaker, AI chat, Ascend agents that prepare meeting briefs and update the pipeline, and a hosted MCP server. The MCP server lets tools such as Claude and ChatGPT query CRM data, and Snowflake data shares are also supported. Pricing is per user and billed annually. Essential is $2,000, Scale $2,300 and Advanced $2,700 per user per year, and Enterprise is quoted by sales. Packaged integrations such as Slack, Salesforce and Box, plus workflow automations and enrichment, are only in Advanced and above. SSO and fund-level permissions are Enterprise only. Affinity states it holds SOC 2 Type II and ISO 27001 certifications. The main limitation is cost and focus. There is no monthly billing and no free trial, and reviewers say customization hits walls for workflows outside the standard deal model. Sales teams outside private capital will find it a poor fit.
Our Rating
Who Affinity is best for
Good fit
The Enterprise tier adds fund-level permissions, SSO, custom data retention and unlimited API access for large private capital firms.
Investment firms with established deal teams get the most from firmwide activity capture and network mapping.
Less suited
Relationship mapping helps relationship-driven advisory firms, but the product is designed around private capital deal flow.
Pipeline and relationship scoring exist, but the product is built for investment deal flow rather than general B2B sales.
Prices start at $2,000 per user per year with annual billing only, and one review suggests skipping it for teams under 30.
Pros & Cons
Pros
- Captures emails, meetings and calendar events automatically across the firm, so deal teams do not have to enter data by hand.
- Relationship strength scoring and network mapping show who at the firm can make a warm introduction.
- Built-in enrichment from 40+ sources, including PitchBook, Preqin and Dealroom, fits venture and private equity research.
- Public per-user list prices, plus a hosted MCP server that lets Claude or ChatGPT query CRM data.
- States SOC 2 Type II and ISO 27001 certification, with permissions at the deal, fund and user level.
Cons
- Expensive: from $2,000 per user per year, billed annually only, with no free trial reported.
- SSO and fund-level permissions are limited to the custom-priced Enterprise tier.
- Packaged integrations such as Slack and Salesforce, plus workflow automations, require the Advanced tier or higher.
- Reviewers say customization is limited for workflows that do not match the standard deal model.
- Designed narrowly for private capital, so it is a poor fit for general sales or support teams.
Key Features
Affinity Pricing
Advanced
or $2,700/user/year (save 92%)
- Industry Insights
- Everything in Scale
- Workflow Automations
- Company Growth Insights
- 100K API calls per month
- Enrichment from PitchBook, Dealroom and Crunchbase
- Packaged integrations such as Slack, Salesforce and Box
Enterprise
- Enterprise SSO
- Custom data retention
- Everything in Advanced
- Fund-level permissions
- Unlimited API access, including MCP queries
Essential
or $2,000/user/year (save 92%)
- Relationship scoring
- Deal pipeline tracking
- Firmwide interaction history
- Automatic email and calendar activity capture
- Early access to AI features through Affinity Labs
Scale
or $2,300/user/year (save 92%)
- AI Chat
- Notetaker
- Hosted MCP server
- Affinity Ascend agents
- Everything in Essential
- 100K API calls per month
- Inferred network connections beyond direct email history
Frequently Asked Questions
Essential is $2,000, Scale $2,300 and Advanced $2,700 per user per year. Enterprise is custom-priced, and all plans are billed annually.
Enterprise SSO is only included in the Enterprise plan.
PitchBook enrichment is available on Advanced and above, but your firm needs its own PitchBook subscription.
Affinity states it is SOC 2 Type II and ISO 27001 certified.
Affinity says most firms are fully live within 60 days and that the network maps within the first 24 hours. Standard onboarding is included, and extended onboarding is priced separately.
Scale and Advanced include 100K API calls per month, and Enterprise has unlimited API access, including MCP queries.
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