Affinity Sourcing to Transform Deal Discovery for Investors

AI-powered sourcing solution helps investors uncover and prioritize high-potential companies earlier—without leaving their CRM

SAN FRANCISCO--(BUSINESS WIRE)--Affinity, the relationship intelligence platform trusted by more than 3,000 investment teams globally, today announced the general availability of Affinity Sourcing, a next-generation deal sourcing solution designed to help growth-stage private capital firms go beyond their networks and discover their next big investment earlier than ever before.

As competition for top deals intensifies, firms need more than just a strong network—they need a faster, smarter way to uncover emerging companies and act at the right moment. Affinity Sourcing gives investment teams the ability to surface thesis-aligned companies earlier, scoring and prioritizing them based on network data and custom growth signals, and syncing all sourcing activity directly into the Affinity CRM.

"Affinity Sourcing powers our team’s top-down deal flow by helping us discover and triage investment opportunities up to 5x faster. Their commitment to quality data and precision gives us full visibility into the startup universe—because finding just one more great deal is what separates top quartile funds from the rest." - Eric Emmons, Managing Partners at MassMutual Ventures.

Unlock Earlier Access, Smarter Prioritization, and Better Timing

Affinity Sourcing empowers investment teams to:

• Discover thesis-aligned companies from a curated dataset of over 200,000 high-growth startups, using filters like business model, funding history, stage, and vertical.
• Prioritize with purpose using customizable growth scores powered by web traffic, hiring trends, and leadership signals.
• Engage at the right moment with automated watchlists that track companies and alert teams to meaningful growth activity.
• Streamline sourcing workflows with one-click syncing to the Affinity CRM, ensuring deal and relationship data stay aligned.
• Uncover warm introduction paths using built-in relationship intelligence—no extra tools required.

“Today’s most successful firms are building their edge with data. Affinity Sourcing gives them the visibility, timing, and intelligence to act with conviction—before a deal becomes competitive,” said Andy Bryson, Chief Product Officer at Affinity.

Built for the Modern Investor

Affinity Sourcing is purpose-built for investment teams focused on improving their outbound deal flow, with plans to expand coverage beyond growth signals later this year. It eliminates the friction and cost of fragmented sourcing tech stacks by delivering premium-level insights and automation—all within the Affinity platform teams already trust.

Whether firms are replacing spreadsheets or scaling their outbound engine, Affinity Sourcing helps them work smarter, move faster, and win more.

For more information or to request a demo, visit https://www.affinity.co/product/affinity-sourcing

Learn how MassMutual Ventures is adapting their deal sourcing strategy in a competitive market—using data-driven tools like Affinity Sourcing to find and prioritize high-quality deals. https://www.affinity.co/webinar/data-and-network-powered-sourcing

About Affinity

Affinity is a relationship intelligence platform that empowers dealmakers in relationship-driven industries to find, manage, and grow better deals. With industry-leading automated relationship intelligence insights and technology, Affinity enables leaders to drive deals, free dealmakers from manual data entry, and ensure their teams can act with confidence, knowing the context and history of every relationship. The Affinity platform is used by over 3,000 relationship-driven organizations worldwide. Founded in 2014, Affinity is headquartered in San Francisco and backed by leading investors, including Menlo Ventures, Advance Venture Partners, 8VC, and MassMutual Ventures.