MEET AFFINITY SOLUTIONS
Jonathan Silver is Founder and CEO of Affinity Solutions. Affinity Solutions was founded as the only source for purchase insights that can be analyzed by demographic, geographic, lifestyle segment, and political affiliation. Jonathan’s vision for Affinity was to transform data insights into experiences that improve people’s lives. When Jonathan graduated from Wharton, he went to work at McKinsey, but quickly realized that he wanted to pivot towards entrepreneurship and build something that never existed before. Jonathan has always been intrigued about how marketing can drive responses from people as well as how technology can be used to map the right products and offers to people, driving him to start Affinity Solutions in 2000.
Today, Affinity Solutions provides a comprehensive view of U.S. consumer spending, across and between brands, via exclusive access to fully permissioned data from over 140 million debit and credit cards. This data is transformed into actionable insights for marketers, consultancies, and financial services companies to drive market share and revenue growth. Affinity’s powerful data-led intelligence platform enables marketers to plan, activate, and measure media to purchase-based outcomes effortlessly.
Structural was introduced to Affinity Solutions in 2019 through a competitive advisor-led process to refinance and upsize the company’s existing debt to accelerate growth. Structural stood out among other lenders due to a strong connection between Structural and a member of Affinity’s Board, as well as flexibility with the loan terms. Less than two years later, Structural was able to provide a significantly larger loan facility as a result of positive developments within the business.
Continued Partnership
Structural believes in scaling debt capital alongside the growth of its portfolio companies. Affinity Solutions was a perfect example of this, as Structural provided an initial facility in 2019 and upsized the facility twice, once in 2021 and again in 2022. As Affinity continues to execute on its growth initiatives, discussions of a fourth loan upsize have already taken place.
New Product Releases
Following Structural’s investment, Affinity Solutions successfully launched new products, including a new data analytics platform and a new market intelligence platform to expand its offerings to customers.
Profitable Growth
With funding from Structural, Affinity Solutions has been able to continue to grow its top-line revenue with key logo wins while optimizing for profitability and positive free cash flow.