Case Study: MassMutual Ventures boosts portfolio support and network management with Affinity

How MassMutual Ventures transforms portfolio support and network management with Affinity

MassMutual Ventures (MMV), a global multi-stage venture capital firm, needed a modern CRM to replace outdated technology that couldn’t support its day-to-day VC workflows. The team lacked a consistent way to manage relationships across its parent company, portfolio founders, co-investors, and broader network, making it difficult to track deal flow, support 70+ portfolio companies, and measure the impact of its platform efforts.

MMV implemented Affinity as its CRM, with full email and AWS integration, in just 60 days. Affinity helped centralize relationship data, surface communications with 67,000 individuals across 43,000 organizations, and improve deal management, portfolio support, and reporting. With Affinity, MMV can quantify introductions that drive ARR for portfolio companies and use network insights to create more valuable connections and measurable outcomes.

MassMutual Ventures

Samantha Santaniello-Lawrence

Head of Platform