Affinity Release Notes

What’s different

New Lists are built for speed and flexibility. They handle large datasets without lag, filter across all your data with AND/OR logic, and let you edit records in one click instead of three.

Faster performance

Faster performance

Lists load instantly, even with large datasets. No more staring at loading screens or exporting to Excel because the platform can't keep up.

One-click editing

One-click editing

Updating records is faster. Adding companies to lists is faster. You spend less time clicking through menus and more time working with your data.

Advanced filtering

Advanced filtering

You can now filter with AND/OR logic, use expanded operators, and create filter groups. If you need to find companies that meet multiple criteria across different fields, you can do that in seconds.

This is an opt-in beta. New Lists are live now, and you can try it without committing. If something doesn't work for your workflow yet, you can switch back to Classic Lists anytime.

As we add functionality from Classic Lists to the new experience, you can track progress and upcoming enhancements in our Help Center, where we’ll post updates regularly.

Why we did this

Lists are critical to how firms manage deal flow, track relationships, and organize pipelines. When they don't work well, everything else suffers.

This rebuild is about making sure your tools keep pace with how fast you need to move. You shouldn't have to export data to a spreadsheet to do your job. You shouldn't wait 10 seconds for a list to load. And you definitely shouldn't need to click through five steps to update a single field.

Lukas Huber at Speedinvest said it best:

“The new List experience feels materially more modern and intuitive. The interface is cleaner, the performance is noticeably faster, and being able to filter by connection score is a real step forward in how we qualify opportunities.”

We think you'll agree.

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Try New Lists →

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What is Affinity Analytics?

Affinity Analytics is powered by Looker, Google Cloud’s world-class business intelligence and analytics platform. By leveraging their leading reporting capabilities, we were able to focus on creating an analytics solution customized to the markets we serve. Now, Premium and Enterprise tier customers can create fully customizable dashboards and granular, real-time reports directly in Affinity.

Instantly report on the KPIs and goals that matter most to your business. With more in-depth analysis of current and historical data at your fingertips, your team can constantly learn, adapt, and improve your most important outputs.

AFFINITY GUIDE

Relationship intelligence at every venture stage
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Evaluate and improve pipeline performance

Having clarity around progress toward business initiatives is essential to your team’s success. In fact, 97% of employees and executives believe that a lack of alignment directly–and negatively–impacts outcomes. Real-time analytics not only surface valuable insights but also provide you with a holistic view of your organization’s deal flow, showing you the inflection points at each step in your pipeline.

Increase visibility into initiatives that drive results, and gain the analytical depth and flexibility you need to make quicker data-based decisions. With Affinity Analytics you can evaluate every step of your key processes, create team alignment around best practices, and ensure you're giving the most important opportunities the right time and attention.

Our new analytics and business intelligence capabilities can help you drive value by answering questions like:

• What is the average time that a deal is in each stage of your funnel? Take the time to adjust for challenging bottlenecks.
• Which deals were won, lost, or passed on in a set time period? Benchmark progress, dig into processes, and look back on previous deals to make changes as you go.
• How are deals performing by industry, region, or prospect demographic? Gain insight into successes or shortcomings based on specific KPIs.

Once you’ve had a chance to dive into the underlying dashboard data, it’s time to take action.

Save time and optimize team processes

After connecting with a sample of leading firms, we found that teams were spending a significant amount of time creating and manipulating repetitive reports to support their weekly, monthly, and quarterly reporting needs. Even teams that had an existing reporting process or tool in place were still often exporting data for further analysis.

With Affinity Analytics, you gain a single, end-to-end source of truth, from raw data to custom analyses and visualizations. Create multiple dashboards to seamlessly switch between high-level goal overviews and deep-dives into your most important KPIs.

Now you can do away with having to export and manually manipulate your data to understand the whole picture. Viewing your custom reports in Affinity Analytics means that you can dig into the underlying data, filter or cross-filter by specific data points, and compare current and historical insights–all within Affinity.

We’ve even created dashboard templates for top customer use cases to help you get started quickly, and instantly have access to your most frequently reviewed data points. This automation not only saves time but also creates reliably scalable processes for sharing those data insights with every member of your team–including external partners.

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CRM automation: What is an automated CRM?
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Increase team and business partner visibility

Keep your internal team in sync and simplify your weekly reporting efforts with scheduled report sharing. With Affinity Analytics, you can easily schedule reporting dashboards to send directly to team inboxes. That way, everyone is on the same page when it comes to reviewing progress metrics.

You can also export and share them as PDFs, PNGs, and direct view links. If you prefer to export them yourself, you can set recurring reminders, so you never miss sharing a weekly, monthly, or quarterly update.

Internal transparency is vital, but your team members aren’t the only stakeholders that need to understand your business’ performance. External transparency with your investors and advisors is equally important. A key part of effectively managing your investor relationships includes providing consistent updates that cover the data they care about.

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You can work with your LPs to create a dashboard that shows off the data that they want to see. You can tell a consistent story centered on how you’re delivering value, helping your partnerships prosper, and reinforcing your business’ brand reputation.

Affinity Analytics empowers your team to make faster, data-driven decisions. With all of your data and reporting analytics in one source of truth, you can spend your time where it matters most: digging into business trends, improving pipeline execution, and mapping out future growth strategies. Start turning insights into action by leveraging your data to gain your competitive edge.

Want to learn more? Check out Affinity Analytics Masterclass.

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Every delay after a pipeline meeting costs deal momentum

During Monday meetings and other pipeline reviews, you and your team make critical decisions about your deals. But long pauses to take action whether it's setting a reminder or sending a follow-up email can interrupt the conversation and slow momentum. Deferring these tasks for later only increases the risk of oversight. To keep deals moving, your team needs a seamless way to take action without disrupting the flow of discussion.

Win the right deals faster with instant actions in Kanban board view

To help teams act faster on the deal decisions made in pipeline meetings, we've introduced a new action bar on kanban cards in board view. This features gives you quick access to four common meeting actions:

• Taking a note
• Setting a reminder
• Uploading a file
• Sending an email

Now, as you review your pipeline, you can instantly take the next step on a deal - helping you increase your deal velocity, avoid missed follow-ups, and outpace the competition in getting to the best deals.

Flexible to fit your workflow

Since teams use kanban views in different ways, we've made the action bar fully configurable. You can enable or disable it for each board in the customize view panel, ensuring it aligns with the board's purpose.

Try it out today and keep your deals moving.

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RELATIONSHIP INTELLIGENCE

Improve deal discovery and outreach from your network

AVAILABLE FOR

All Tiers

WORKFLOW TYPE

Pipeline Management

PERSONA TYPE

Operations
Platform

Deal discovery is limited by inaccurate and incomplete relationship information
Deal discovery is often pulled from your firm's existing network, but when duplicate records clutter your CRM, it's harder to trust your CRM data to generate insights and outreach plans that improve deal coverage. Outdated or conflicting information can lead to missed opportunities—like not realizing when a founder you know has started a new company or when a startup you've previously reviewed has recently undergone changes. Over time, these inconsistencies slow down dealmaking and make it harder for teams to rely on their CRM as a source of truth.
Our new duplicate management experience empowers you to keep your relationship and network accurate so your team can confidently access Affinity and connected tools to support deal discovery and outreach.

Beat out the competition by keeping your network data clean and up-to-date
With our latest improvements to our duplicate manager, it’s easier to keep your data accurate and up to date. Confidently merge duplicate records to ensure your CRM and connect tools reflect the latest network, relationship, and deal insights – so you never miss a key connection or opportunity.
Here is what we delivered:

• Intelligent matches for faster cleanup of people records
  Managing duplicates of people in Affinity is now faster and more accurate with Intelligent Match, a new matching method available in the People tab. In addition to the existing “Name Matches” option, Intelligent Match identifies duplicates based on email addresses from over 40 sources – ensuring that variations in email history don’t create duplicate profiles for the same person.

• Merge with confidence using profile previews
  Now, you can see exactly how a merged profile will look before confirming the action. The final profile preview ensures you’re combing records correctly, while a side-by-side comparison highlights key differences between the Primary and Duplicate records – helping you validate your decision before merging.

• Start cleaning up your network data today
  Affinity users that are either Admins or Enterprise Admins can start using these improvements now by navigating to Settings -> Data & Privacy -> Duplicate Management.

What's coming next?
We’re just getting started. Here is what’s next for duplicate management in Spring 2025:

• Intelligent match for organizations - expanding beyond name matching, we will introduce domain-based matching to more effectively identify duplicate organization records.
• Bulk merge duplicates - merge multiple duplicate records at once to speed up data clean up at scale.
• API-powered duplicate management - new API endpoints will allow you to merge duplicates directly within your tech stack.

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When insights stay trapped in Slack, teams miss their window to act

Key information about a company, founder, or deal often surfaces in Slack conversations -- but without an easy way to capture it in your CRM, that context risks staying siloed, disconnected from your broader relationships data, and invisible to the rest of the team. This slows decision-making and increases the risk of acting without the full picture.
That's why we've updated our Slack integration to let you create notes for people, organizations, and opportunities -- directly from one of the tools your teams uses every day.

Make better deal decisions by getting all your insights into Affinity

To make it easier to capture and share relationship context in real time, we've added the ability to create notes in Affinity directly from Slack. Your team can now:

• Create a note from any Slack message using the message action menu
• Use the /affinity slash command to start a new note from scratch
• Launch the global shortcut menu (/) to create a note anytime

Notes created in Slack can be edited and linked to people, organization, or opportunity records in Affinity - keeping insights connected and visibile to anyone working the relationship or managing the deal.
With less friction and more complete context, your team can make faster, more informed decisions-- without having to bounce between Slack and Affinity to track down insights or past analysis.

Start capturing insights in Slack to power faster and better informed deal decisions

This feature is available to all Affinity customers on the Advanced and Enterprise plans. If your Slack integration is already set up, no additional configuration is required.
You can download the Affinity App from the Slack Marketplace.

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Too much time spent spent searching slows down deal progression

In fast-paced pipeline reviews or pre-call prep, every second counts. But when search results are fragmented across entity types and it takes too long to surface the right context, deal momentum suffers. Delays in discovery create delays in action - and that's time your team can't afford to lose.

That's why we've updated our Search experience to help you access relevant results sooner as well as allow you to move a deal forward, reference vital information, or capture new insights faster than before.

Introducing a smarter, more efficient CRM search experience

We've redesigned CRM search to help you quickly find the most relevant infromation, make better decisions, and push active deals forward:

• Top match tab: The new default view for search results will show you 10 of the most relevant entities that match your query
• Notes in Top matches: Up to five notes that are a keyword match for your query will appear in the Top matches results
• Expandable results: Each tab includes a new See More button, allowing you to load 10 additional results at a time - up to 100 - so you stay in flow without having to do a repeat search

Designed to accelerate decision-making

By delivering more relevant results faster, the improved search experience helps you identify key relationships, recall important context, and take the next best actions - faster than your competition. Explore the updated search experience today.

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ARTIFICIAL INTELLIGENCE

FEATURE

Automatically capture and centralize meeting intelligence in Salesforce

AVAILABLE FOR

Affinity for Salesforce

WORKFLOW TYPE

Collaboration
Deal Management

PERSONA TYPE

Associate
Operations
Partner
Platform

Help center

Meeting insights are the foundation of deals but too often go uncaptured

Dealmakers spend the majority of their time in meetings with founders, portfolio companies, and limited partners—gathering critical information that forms the foundation of investment decisions. Yet capturing and organizing these insights takes time away from what matters most: the deals themselves.

When teams divide their attention between active participation and notetaking, the result is frequently incomplete or poorly structured notes that never make it to Salesforce. Critical information gets fragmented across personal notetaking apps, handwritten notes, or draft emails.

That's why we're introducing Affinity Notetaker for Salesforce—an AI-powered meeting companion that automatically captures comprehensive meeting insights and syncs them directly to Salesforce.

Never lose deal-critical meeting context again

Affinity Notetaker joins your virtual meetings and turns discussions into structured notes with key sections like Highlights and Next Steps—delivered straight to participants' inboxes and automatically synced to Salesforce Account records.

With Affinity Notetaker for Salesforce, your team can:

• Focus completely on conversations instead of splitting attention between participation and documentation
• Eliminate manual notetaking with AI-driven capture of meeting highlights, action items, and complete transcripts
• Access meeting context directly in Salesforce where you already manage relationships and deals, with built-in data privacy safeguards
• Keep your team aligned with meeting summaries delivered to inboxes and accessible within Salesforce Account records
• Maintain consistency across meeting tools with compatibility for Zoom, Google Meet, and Microsoft Teams

Designed specifically for private capital dealmaking

Unlike generic AI notetaking tools, Affinity Notetaker is optimized for private capital terminology and priorities, producing notes that capture what matters most in dealmaking conversations.

The automatic sync to Salesforce ensures that valuable meeting context is immediately available alongside all your relationship data—so you have easy access to the complete picture, even if you need to reference details weeks or months later.

Get started with Affinity Notetaker for Salesforce

Current Affinity for Salesforce customers can enable this feature today by contacting their customer success manager. Getting started is simple—visit our Help Center for detailed setup instructions.

Related releases

• Add images to Notes to keep critical deal data in one place

• Track intermediaries with a new list template built for private equity

• Draft, organize, and share your insights with more clarity and ease

• Cleaning up CRM data shouldn't come at the cost of strategic work

• Interested in learning more?

• Reach out to us and get a personalized demo

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AVAILABLE FOR

• All Tiers

WORKFLOW TYPE

• Pipeline Management
• Deal Management

PERSONA TYPE

• Operations

Platform

Intelligence about your network is limited by inaccurate and outdated information

As companies in your network evolve, they often engage with your team from multiple domains or business units. Without proper clean, your CRM can accumulate duplicate records for the same organization: creating confusion, increasing manual effort, and making it harder to act on key changes at that company.

Over time, this can lead to missed opportunities that keep relationships warm and prospective deals on the table -- like failing to reach out after a leadership change or sending a congratulatory note too late after a recent fundraise. Worse, someone on your team might even put the wrong company on your prospective deals list and exclude it from sourcing activities.

That's why we've expanded our deuplicate management experience to help you identify and resolve potential organization-level duplicates, so your CRM stays accurate and ready to power eveyr interaction.

Reduce manual review and improve data accuracy with domain-based matches
We have enhanced the duplicate manager to surface new types of potential duplicates across your organization records:

• NEW - Identical domains: records share the exact same domain
• NEW - Domain redirects: domains from different records redirect to the same location
• Identical name - duplicate records have similar or identical names
  Combined with the profile preview panel, these updates make it easier to quickly identify and confidently validate whether records represent the same organization - before merging them.

Start cleaning up your network data today
Affinity users that are either Admins or Enterprise Admins can start using these improvements now by navigating to Settings -> Data & Privacy -> Duplicate Management.

What's coming next?
Earlier this year we released Intelligent match for people as well as the new preview panel to upgrade, now following our update to organization duplicates here is what you can expect in Summer 2025:

• Bulk merge duplicates - merge multiple duplicate records at once to speed data clean up at scale.
• API-powered duplicate management - new API endpoints will allow you to merge duplicates directly within your tech stack.

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Make faster deal decisions with more context in search

In private capital, your first competitive advantage is your network. The second is your speed -- especially when sourcing new opportunities or picking up a live deal. But today, identifying the right person or company in your network can require multiple clicks, searches, or digging into the details of each entity to find what you're looking for.

You need to be sure you're not confusing an LP and a founder who share the same or name or mixing up two similarly named startups. Beyond naming, whenever you hear about a promising startup that fits your fund's investment thesis, you need to be able to see if your firm has already met with them.

Spending time verifying whether you've found the right profile or digging into the details of a relationship can be difference between time spent advancing deals in today's competitive environment and losing them to the competition.
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This is why we created a new search result preview panel - so you can immediately validate you're looking at the right profile and can take action without breaking your workflow.

Our new preview panel lets you see critical context at a glance - directly from your search results. When you hover over a person, organization, list, or note, you will now see a rich preview showing key profile details to help you make quick decisions without sacrificing context.

Here are some key highlights:

• New relationship badges to help you give you context about the warmth of your relationship with them. We've also made these available on profiles. The three new badges are:
  • Never contacted: No logged or synced history with your team
  • Losing touch: No touch points in more than three months
  • Recently contacted: A touch point in the last thirty day
• Relationship context to see the number of notes, connections, reminders, lists, and associated opportunities to verify you're reviewing the correct record
• Last contact details to see the date, time, and participants involved in the most recent meeting, email, call or messages. This section will respect the privacy settings for synced communications.
• Expanded note previews so you can scroll through the text of each note result to identify the most relevant entry before clicking into it.

With the new preview panel, you spend less time looking for the right deal information - and more time advancing the right deals.

The new search result preview panel is available to all Affinity users - no setup required. Just hover a search result to see the preview in action.

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Bulk merge and undo: faster cleanup, greater control

In the Duplicate Management section of Affinity (Settings -> Data & Privacy), Admin and Enterprise Admin users can now:

• Bulk merge duplicate records
  Review and resolve multiple duplicate people and company profiles in one streamlined action. Scan potential matches in batches and choose the duplicates you want to merge - choose all, some, or just one at a time

• Merge All duplicate records
  We've also added the ability to take bulk merges further. You can now Merge All records (provided they are people duplicates identified through Intelligent Match, or organization duplicates identified through Domain Match) in just one click with a new Merge All button.

• Track your progress with "Merged" and "Merging" statuses
  Stay on top of your data cleanup with statuses in the Merged tab:
  Merged shows all the duplicate records you've previously resolved
  Merging displays any duplicates currently in the process of being merged

• Unmerge when needed
  If the wrong records were merged, you can now undo the merge and restore original profiles at any time. Simply navigate to the Merged tab and click Unmerge - giving your team more flexibility and confidence to move quickly without risking data integrity.

A smart, more scalable way to manage duplicates - now and ahead

This release builds on our ongoing investment in helping operations team manage CRM data more efficiently. In the past few months, we've delivered:

• Intelligent match for people - surfaces duplicates using 40+ data sources
• A refreshed merge experience - preview the final profile and compare key fields side by side
• Domain-based matching for organizations - identify company duplicates using identical domains and redirect logic

You'll find all current functionality in Settings -> Data & Privacy -> Duplicate Management (available to Admin and Enterprise Admin users on Advanced and Enterprise plans).

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