Affinity

What is Affinity?

Affinity is a CRM built for private capital firms. It captures emails, meetings and calendar events across the firm without manual entry, then scores how strong each relationship is and shows who in the firm has the warmest path to a founder or decision-maker. It enriches company records from proprietary data and outside sources such as PitchBook, Preqin and Grata. Affinity Ascend agents prepare meeting briefs, capture conversations and update pipeline records, and an API and MCP server connect the data to Claude, ChatGPT and Snowflake.

Who is it for?

Venture capital, private equity, private credit, investment banking, corporate venture capital, asset management and family offices. Affinity says 3,300+ private capital firms use it. Deal teams that source through networks get the most from relationship scoring. Sales teams outside finance, and small firms that want a low per-seat price, should look at Attio or Pipedrive.

Pricing

• Essential: $2,000/user/year, activity capture, relationship scoring, interaction history, deal pipeline tracking, Affinity Labs.
• Scale: $2,300/user/year, adds Notetaker, AI Chat, Affinity Ascend agents, MCP server, inferred network connections, 100,000 API calls/month.
• Advanced: $2,700/user/year, adds PitchBook, Dealroom and Crunchbase enrichment, Company Growth Insights, packaged integrations, workflow automations, Industry Insights.
• Enterprise: custom pricing, adds fund-level permissions, enterprise SSO, custom data retention, unlimited API access, dedicated support.

Prices are billed annually. Collaborator seats, dedicated implementation support and scoped onboarding are sold as add-ons. Prices checked on 6 October 2026.

Strengths

• Firm-wide activity capture: email and calendar data from every user builds contact, company and deal history automatically.
• Relationship scoring: the strength score and introduction paths show which colleague should make a warm approach.
• Private-capital enrichment: Advanced adds PitchBook, Dealroom and Crunchbase data to company records.
• Meeting agents: Ascend agents on Scale and above prepare briefs and update records after meetings.
• Integrations for deal teams: Gmail, Outlook, Slack, Microsoft Teams, Google Drive, Dropbox, Box, SharePoint, Mailchimp and Typeform are listed as native integrations.

What to consider

• At $2,000 to $2,700 per user per year, it costs more than general CRMs; a 10-person team on Advanced pays $27,000 a year.
• Third-party data enrichment and workflow automations are on Advanced only.
• AI Chat, Notetaker and the MCP server start on Scale; Essential has none of them.
• Fund-level permissions and enterprise SSO require the custom Enterprise plan.
• The product is built around private capital; sales teams in other industries will find the data model and enrichment sources less relevant.

Bottom line

Shortlist Affinity if you run a VC, PE or banking deal team that sources through relationships and wants the CRM to fill itself from email and calendars. Before buying, decide whether you need PitchBook-style enrichment, since that sets the plan at Advanced.