Case Study: Sorenson Capital achieves faster, coordinated deal sourcing and stronger relationships with Affinity

Affinity helps Sorenson Capital move fast in the same direction.

Sorenson Capital, a Utah-based private equity firm with more than $1 billion under management, struggled for years with poor CRM adoption despite trying several solutions (including private-equity CRMs and Salesforce). To better manage relationships and avoid duplicated outreach, Sorenson turned to Affinity and its relationship-intelligence platform, attracted by its auto-populating capabilities, intuitive interface, and ease of use.

Affinity was implemented across Sorenson’s deal and portfolio workflows, becoming ingrained in daily use to manage inbound and outbound sourcing, democratize senior relationships, and increase transparency. The firm reports that Affinity’s automated data capture saves an estimated 5+ hours per week per person, reduces duplicated work, improves coordination, and strengthens relationships with targets and portfolio companies.

Sorenson Capital

Burke Davis

Vice President