Maranon Capital, L.P. was sole lead arranger and administrative agent for a syndicate of lenders that provided unitranche financing to support a strategic investment by CIP Capital in Affinitiv, Inc. (“Affinitiv”), a leading provider of marketing and technology services to automotive manufacturers (“OEMs”) and dealerships.
Affinitiv is a newly formed entity exclusively focused on the automotive market through the merger of four market leading companies: DPS, Peak Performance, OneCommand and TimeHighway.com. This strategic combination provides both OEMs and dealerships with an end-to-end marketing solution that leverages multi-channel communications, technology, and analytics with a focus on driving retention and loyalty throughout all phases of the automotive customer lifecycle. Affinitiv serves over 5,500 dealerships through the largest sales and customer service team in the automotive marketing technology space. CIP’s investment will allow Affinitiv to invest in its existing technology platform and extend its analytics capabilities with a focus on connected car and mobile solutions to enhance and personalize the customer experience. Affinitiv is headquartered in Chicago, Illinois, with seven offices across North America.
Maranon Capital, L.P. is an alternative investment management firm focused on private credit investments in middle market companies. Maranon’s competitive edge is its multi-product strategies that span the balance sheet with value-added financing and equity co-investments. Since 2008, Maranon has invested $2.4 billion in 140 transactions.
CIP Capital is a New York based private equity firm focused on investing in growth-oriented middle-market companies across the business information and tech-enabled services markets in North America. The fund seeks to invest in proven, profitable businesses that provide their customer bases with critical information, proprietary content, and value-added outsourced services. Targeted sectors for investment include business services, marketing services, and knowledge services.