Deal discovery is limited by inaccurate and incomplete relationship information
Deal discovery is often pulled from your firm's existing network, but when duplicate records clutter your CRM, it's harder to trust your CRM data to generate insights and outreach plans that improve deal coverage. Outdated or conflicting information can lead to missed opportunities—like not realizing when a founder you know has started a new company or when a startup you've previously reviewed has recently undergone changes. Over time, these inconsistencies slow down dealmaking and make it harder for teams to rely on their CRM as a source of truth.
Our new duplicate management experience empowers you to keep your relationship and network accurate so your team can confidently access Affinity and connected tools to support deal discovery and outreach.
Beat out the competition by keeping your network data clean and up-to-date
With our latest improvements to our duplicate manager, it’s easier to keep your data accurate and up to date. Confidently merge duplicate records to ensure your CRM and connect tools reflect the latest network, relationship, and deal insights – so you never miss a key connection or opportunity.
Here is what we delivered:
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Intelligent matches for faster cleanup of people records
Managing duplicates of people in Affinity is now faster and more accurate with Intelligent Match, a new matching method available in the People tab. In addition to the existing “Name Matches” option, Intelligent Match identifies duplicates based on email addresses from over 40 sources – ensuring that variations in email history don’t create duplicate profiles for the same person.
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Merge with confidence using profile previews
Now, you can see exactly how a merged profile will look before confirming the action. The final profile preview ensures you’re combing records correctly, while a side-by-side comparison highlights key differences between the Primary and Duplicate records – helping you validate your decision before merging.
Start cleaning up your network data today
Affinity users that are either Admins or Enterprise Admins can start using these improvements now by navigating to Settings -> Data & Privacy -> Duplicate Management.
What's coming next?
We’re just getting started. Here is what’s next for duplicate management in Spring 2025:
- Intelligent match for organizations - expanding beyond name matching, we will introduce domain-based matching to more effectively identify duplicate organization records.
- Bulk merge duplicates - merge multiple duplicate records at once to speed up data clean up at scale.
- API-powered duplicate management - new API endpoints will allow you to merge duplicates directly within your tech stack.
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