Affinitiv & AutoLoop Complete Merger

September 11, 2019

Willkie represented Affinitiv, Inc. in its merger with AutoLoop, creating the largest provider of data-driven marketing and software solutions exclusively focused on the automotive customer lifecycle.

On September 3, Willkie client Affinitiv, Inc. and Loop LLC (“AutoLoop”), leading providers of data-driven marketing automation and software solutions to the automotive market, announced that they have received all customary regulatory approvals and that the merger of the two companies is complete.

The combined company will operate under the Affinitiv brand name and will be headquartered in Chicago. With more than 800 employees and revenues of approximately $200 million, the company supports over 6,500 dealerships and strategic relationships with 15 OEM partners. NY-based private equity firm CIP Capital will continue as majority owners of the business.

The Willkie deal team was led by partner Matthew Rizzo and included partners Andrea Hwang and Geri Anne McEvoy and associates Eric Halperin and Annie Heiss.