Case Study: MassMutual Ventures achieves centralized relationship management and rapid CRM deployment with Affinity

How MassMutual Ventures keeps track of contacts, deal flow, pipeline, vendors, and other critical information with Affinity

MassMutual Ventures (MMV), the $250M venture arm of MassMutual, needed a faster, simpler way to manage complex, global relationship data across a 10,000+ person organization. Struggling to track contacts, deal flow, pipeline, vendors and siloed relationships with portfolio companies, MMV selected Affinity as their CRM (choosing it over Salesforce) and implemented it rapidly — setup in less than 30 days and full deployment within 60 days with wall‑to‑wall email and AWS integration.

Affinity deployed its lists and Alliances features to centralize and surface institutional knowledge, giving the team visibility into the context and status of relationships across the firm. As a result, Affinity instantly surfaced email communications with 20,000 individuals across 3,400 organizations over the past four years, enabled high‑level reporting for the C‑Suite, helped the team discover and manage thousands of entrepreneur and venture community relationships, and accelerated building new valuable connections.

MassMutual Ventures

Eric Emmons

Managing Director