# Affinio

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/affinio

- Industry: Software
- Headquarters: Halifax, Canada
- Website: www.affinio.com
- Total disclosed funding: $14M
- Latest round: Series B (Nov 27, 2017)
- Investors on record: 5

## About

Affinio Inc. is a Canadian audience intelligence company that leverages advanced data analytics to empower marketers with insights into consumer interests and affinities, driving effective audience engagement and targeted marketing strategies.Founded in 2013 and headquartered in Halifax, Canada, Affinio Inc. specializes in audience intelligence through its data-driven platform. The company was acquired by NowVertical Group Inc. in October 2021 for CAD 9 million in cash and stock. Stephen Hankinson, the founder, has a history of entrepreneurial ventures in data analytics.Affinio's primary offering is its advanced audience intelligence platform, which combines sophisticated audience segmentation with in-depth insights into consumer interests and affinities. This platform empowers marketers to visualize and understand their target audiences at a granular level, allowing for the development of data-driven personas that enhance marketing strategies. By leveraging cultural insights, Affinio enables brands to foster meaningful connections with their ideal customers, identifying shared beliefs, interests, and lifestyles. The platform is designed to assist a diverse range of clients, including marketing teams, consultants, and agencies, in various industries globally, including North America and Europe. Affinio’s solutions are employed by organizations seeking to optimize customer engagement, influencer identification, and media planning, enhancing brand success through tailored marketing approaches.Affinio generates revenue primarily through subscription-based models for its audience intelligence platform. Clients in marketing and public relations sectors typically engage with a tiered pricing structure that aligns with their specific needs and usage levels. Transactions involve direct contracts where clients commit to annual or monthly subscriptions based on selected service tiers, providing varying degrees of access to the platform's features, including audience segmentation, influencer analytics, and reporting capabilities. The platform facilitates B2B interactions, enhancing brand awareness and engagement strategies through actionable insights and streamlined data integration.Affinio's future growth strategy includes plans to enhance its platform with new features and services, although specific product launches and timelines have not been disclosed. The company aims to expand its reach into new markets, particularly in North America and Europe, leveraging the recent acquisition by NowVertical Group Inc. The CAD 9 million from the Trade Sale will be utilized to support these initiatives and further develop its audience intelligence capabilities.

## Funding rounds

- Series B, Nov 27, 2017, $9M — Whitecap Venture Partners, Round13 Capital, Build Ventures
- Series A, Nov 3, 2015, $4M — Whitecap Venture Partners, Social Starts, Build Ventures, BRAVE Ventures
- Seed, Oct 29, 2013, $1.5M — Build Ventures

## Investors

- Build Ventures (https://capitalatlas.ai/funds/build-ventures) — Seed, Series A, Series B
- Whitecap Venture Partners (https://capitalatlas.ai/funds/whitecap-venture-partners) — Series A, Series B
- Social Starts (https://capitalatlas.ai/funds/social-starts) — Series A
- BRAVE Ventures (https://capitalatlas.ai/funds/brave-ventures) — Series A
- Round13 Capital (https://capitalatlas.ai/funds/round13-capital) — Series B