Over the past five years, Salesforce has made nearly two dozen acquisitions to expand its capabilities and enrich the AppExchange ecosystem.
In parallel, independent software vendors (ISVs) within the Salesforce marketplace have pursued their own growth strategies—sometimes through mergers that promise to fast-track innovation and improve functionality for nonprofit and higher education clients. The merger of Affinaquest and Kindsight is one such example.
A Brief History: Affinaquest and Kindsight
Affinaquest: Jeff Shy founded the company in 2009, envisioning a cloud-based CRM tailored for higher education advancement. In 2021, the company was acquired by SSB, a Strattam Capital portfolio company, and later rebranded as Affinaquest. In 2025, Affinaquest sold its matching gift service (HEPdata) to Double the Donation, refocusing on advancement CRM, athletics CRM, and central intelligence solutions.
Kindsight: Founded in 2011 as UC Innovation, the company began as a Salesforce consulting firm and later evolved into the developer of ascend—a CRM solution for higher education and nonprofits. It was acquired by Incline Equity Partners in 2022 and rebranded as Kindsight in 2024 to unite UC Innovation, iWave, and NonprofitOS.
Now, as two leading Salesforce ISVs on the AppExchange, Affinaquest and Kindsight are formally recognized Salesforce partners focused on philanthropy.
What This Means for Clients
The combination of Affinaquest and Kindsight brings together two respected Salesforce ISVs, creating a powerful synergy that blends native Salesforce functionality with trusted third-party tools. This merger is positioned to enhance flexibility and innovation for clients by aligning complementary strengths into a more unified and robust solution set.
Every organization is unique, and each implementation reflects a tailored mix of managed packages, platform configurations, and—when needed—custom development. Clients continue to benefit from working with trusted advisors who help navigate these choices in alignment with their strategic goals.
What Clients Should Expect
- Accelerated innovation roadmap as complementary features from each platform are integrated into a more comprehensive solution.
- Simplified architecture by reducing the need for custom builds and stand-alone tools.
- Greater alignment with Salesforce’s evolving platform and future capabilities.
- Expanded knowledge base as combined support teams bring deeper expertise.
What to Monitor Proactively
- Product roadmaps may evolve—some features could be updated, combined, or phased out in favor of more advanced solutions.
- Support models may be refined to better serve a growing client community.
Considerations for Service and Support
It’s important to remember that Salesforce licenses its core CRM platform directly to clients. ISVs like Kindsight handle the support and licensing of their managed packages—such as ascend or Affinaquest tools. If you’ve engaged a third-party implementor, that firm may also have a role in your ongoing service agreements.
Clients should review all contracts to clarify support responsibilities and identify any opportunities for renegotiation. A merger might unlock new efficiencies—or introduce gaps. Either way, it’s time for a strategic check-in.
Considerations for Your Technology Ecosystem
Philanthropic organizations using Salesforce typically manage multiple vendor relationships. These often include:
- Salesforce: Platform licensing and native functionality.
- Tableau: Business intelligence and reporting.
- Marketing Cloud: Email and digital marketing automation.
- Third-party ISVs: Event management, matching gifts, and more.
The CRM’s total cost of ownership varies depending on the number of tools implemented and the level of customization. Each decision affects your architecture, your budget, and your users’ experience.
AI, Analytics, and Integration: What the Future Holds
Salesforce releases three major updates annually, and both Kindsight and Affinaquest clients must maintain version control processes. Middleware tools like Dell Boomi, Jitterbit, Talend, and increasingly MuleSoft are used to connect Salesforce with external systems. Recently, Salesforce’s acquisition of Informatica Cloud signals even more changes in the integration space.
Analytics continue to evolve, too. CRM reporting is supplemented by tools such as Apsona, Tableau, or Power BI. Increasingly, organizations are turning to predictive and generative AI to drive actionable insights and informed decision-making.
At BWF, we recognize that no single platform—or algorithm—can fully capture the nuance of philanthropic relationships. Predictive modeling works best when tailored to your strategy and supported by flexible tools.
The Impact on Your Organization’s Journey to Modernize
Strategic partnerships and organizational shifts across the CRM and technology landscape are becoming more frequent. Rather than causing delays, these transitions can create opportunities to revisit your strategy, strengthen your position, and gain negotiating leverage. Whether you’re actively in or between campaigns or emerging from a lull, a carefully timed investment can yield long-term returns—and create leverage for vendor negotiations.
A new CRM may be your future, even if it’s not your next immediate move. You don’t need to migrate in one giant leap. A gradual, strategic approach—aligned with your evolving data priorities—can ensure better accessibility, stronger donor insights, and a smarter tech stack over time.
BWF supports clients exploring a range of CRM solutions, including Salesforce, Blackbaud, Microsoft, Technolutions, and Tessitura. We know the costs, capabilities, and complexities vary. We will help you ask the right questions to get the best fit.
Key Questions to Ask Vendors Post-Merger
As you assess your options, consider asking:
- What changes will current clients experience in the next 12 months?
- Will existing service levels and support agreements remain unchanged—and for how long?
- How will product integration and internal team structures evolve?
- What’s the new product roadmap—and does it align with your needs?
- How will they gather and respond to client feedback on future features?
- What staffing will you need for implementation and maintenance?
- What’s the total annual cost of ownership?
- How many software vendors must be contracted to achieve your ideal configuration?
- What KPIs should you track to ensure ROI?
- What does the client community look like?
Thinking About Your Next Move? Let’s Talk.
Whether you’re weighing your CRM options, evaluating contract terms, or preparing to adopt AI-powered tools, BWF is ready to help. Let’s work together to build a tech strategy that supports your mission and positions your team for long-term success.
