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Private equity firm The Riverside Co. has made a non-control investment in Affinitiv, Inc., a portfolio company of CIP Capital, in connection with its transformative acquisition of Loop LLC.

Affinitiv and AutoLoop are providers of data-driven marketing automation and software solutions to the automotive market, offering an integrated product suite focused on retention marketing, scheduling and service lane software.

The combined business will offer a comprehensive, end-to-end solution designed to maximize customer retention and dealership revenue throughout the entire ownership lifecycle. The combined company will operate under the Affinitiv brand name and will be headquartered in Chicago, Illinois.

Working with Riverside Partner Jeffrey Gordon on the investment were Senior Associate Elena Laird and Associate James Danziger.