Twenty years of Seed Capital's deal flow and LP relationships moved from Affinity to Attio in under two weeks

About Seed Capital

Seed Capital is a venture capital firm based in Copenhagen. Since 2004 the team has made 60 core investments and backed companies such as Trustpilot, Vivino, Lunar, Templafy, Dixa, and Endomondo. By the firm’s own count, its portfolio companies have gone on to raise more than $2.6 billion.

The firm invests at seed stage, with initial tickets of €2 to 4 million, and calls itself the largest fintech investor in Denmark. It backs a small number of companies per fund and stays with them until exit.

A firm like that runs on relationships. Two decades of founders, co-investors, angels, later stage funds, and LPs sat in one place: Affinity.

Why the move mattered

Seed Capital had decided to run on Attio. The open question was the one every GP asks before changing a venture capital CRM: what do we lose?

For this team, the answer had to be nothing.

• The deal flow pipeline had to show the same companies in the same stages.
• The LP fundraising pipeline had to keep every status, amount, and note.
• Every list the partners used had to open and look familiar.
• The team had to keep working while the move happened.

What Seed Capital has now

One deal flow pipeline. The Affinity deal flow list is an Attio board with the same ten stages, from Discovered to Portfolio. Each card shows the owner, city, country, and industry. The number of companies in every stage equals Affinity.

An LP pipeline that shows the conversation. LPs are their own object in Attio, with status, commitment, close date, investor type, and closing batch. Each LP is linked to the people and companies behind it, so the email history with those contacts sits on the LP.

All eight lists. Later stage funds, business angels, deal flow partners, watchlists, and ecosystem partners each came across with their own columns and statuses.

Owners that work as filters. Each partner can open a list and see their own deals and their own LPs.

The history. Companies, people, notes, and files from the Affinity years are on the records where the team expects them.

Timeline

When	What happened
24 September	Proposal
1 October	Full copy of Affinity taken, records loaded into Attio
5 October	Every company, person, and list row checked against Affinity
6 October	Handover call. Deal flow confirmed correct by the Seed Capital team
6 October	5.0 review published on the Attio expert directory
7 October	LP pipeline rebuilt as its own object after the call

The team kept using Affinity until the handover. The last changes they made there were carried over before the call.

Proof

• 41,242 of 41,243 companies in Affinity have a record in Attio. The one left out is a junk row named ”-”.
• 40,095 of 40,095 people have a record in Attio.
• All eight lists hold the same number of entries as Affinity, with matching statuses.
• Every change made to the workspace has an undo file and an entry in a decision log that Seed Capital can read.

These numbers count Affinity records found in Attio. They are not the totals shown in the Attio interface, which also include contacts created by email sync.

What another GP should know

Will we lose history? No. Records, lists, statuses, notes, and files come across, and you get the count that proves it.

Do we have to change how we work? No. Your lists and stages are rebuilt as you know them. Improvements, such as owners you can filter by, come on top.

What about LP data? It moves with the rest and gets a proper pipeline. It is handled with the same care as the fund’s own records.

How long are we between two systems? For Seed Capital, days. The team worked in Affinity until the handover call.

What if something looks wrong afterwards? Every change is logged and can be undone. Seed Capital asked for changes after the handover call, and they were live the next day.

Planning the same move? See how we run an Affinity to Attio migration.