Affinitiv Inc. received a noncontrol investment from lower-middle-market private equity firm Riverside Partners LLC, doing business as The Riverside Co.
The investment comes in conjunction with Affinitiv's acquisition of fellow automotive marketing technology provider Loop LLC, or AutoLoop. Affinitiv and AutoLoop will use the investment to help integrate their offerings for the automotive market. The merged entity will take the Affinitiv brand name and will be headquartered in Chicago.
Affinitiv is backed by growth-oriented, middle-market investor CIP Fund Management LLC, or CIP Capital.
