Affinity Labs

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Affinity Labs Inc.
Type of businessPublic
Available inmultilingual
Current statusactive

Affinity Labs is a company that builds social networking sites for niche groups such as firefighters, police officers, nurses and the Armed Forces.[1] In January 2008, Affinity Labs was acquired by Monster Worldwide for US$61 million.[2]

Affinity Labs sites have over a million registered members, as of January 2008.[1] PoliceLink, aimed at law enforcement personnel, is one of Affinity Labs' most active sites with over 717,000 unique visitors per month.[3] Other sites include: SalesHQ, ArtBistro, TheApple, FireLink, NursingLink, InsideTech, GovCentral, IndiaOn, Excelle, AllHealthCare, and the European communities,, ProNurse, and WerPflegtWen.

In 2008 after Monster acquired Affinity Labs, it then bought a French military website, for an undisclosed fee, then transferred the site to its Affinity Labs social networking vertical.[4]

Affinity Labs still successfully operate across North America but in March 2012 it shut down its European operations. Despite[5] being its most successful vertical, and having shared resources with, the global recession did not assist its longevity. still has a strong presence on social networking sites[6] to this day, evidence of its popularity. Further references to this military vertical can be found on UK e-commerce sites,[7] and there is also a HMForces blog[8] still surviving despite it not being updated regularly. However most Affinity Labs social networking domains and content have been amalgamated into the Monster Worldwide global brand as of 2021.[9]


Affinity Labs was founded by Christopher Michel[10] in 2006 after he sold to Monster in 2004 for $40 million.

The Mayfield Fund[11] and Trinity Ventures invested in Affinity Labs prior to its Monster Worldwide buyout.[12]

Between 2010 and 2014, the President of Military Advantage and Vice President of Monster Worldwide,[13] was former Navy Admiral Terry McCreary. He oversaw the military Affinity operations in Europe which had a product manager in London reporting to the former Admiral in the US.[14] However, this operation was closed down in 2012 after Monster unsuccessfully bid for a Recruiting Partnering Project (RPP) with the UK's Ministry of Defence. Capita won and signed the contract worth £44 million over 10 years.[15]


  1. ^ a b "Monster buys community site, Affinity Labs, for significant $61M - VentureBeat - News - by Matt Marshall". VentureBeat. 4 January 2008.
  2. ^ "Monster buys S.F. Web operator Affinity for $61 million". 5 January 2008.
  3. ^ " Traffic and Demographic Statistics by Quantcast". Archived from the original on 2012-10-18. Retrieved 2008-02-21.
  4. ^ "Armees.Com - Actualité".
  5. ^ " : Royal Navy, Royal Marines, Army, Royal Air Force".
  6. ^ "". Facebook.
  7. ^ "Media Centre - Product Reviews - Military Reviews at UK Gear".
  8. ^ "Home".
  9. ^ "Affinity Labs: Valuing Customer Growth - Case - Faculty & Research - Harvard Business School".
  10. ^ "Affinity Labs, Inc.: Private Company Information - Businessweek". Archived from the original on August 19, 2009.
  11. ^ "Mayfield Announcement". Archived from the original on 2007-04-21. Retrieved 2007-04-13.
  12. ^ "Monster Worldwide - Bringing People Together to Advance Their Lives".
  13. ^ "Team".
  14. ^ "Linkedin - Corporate Social Network".
  15. ^ "Capita signs armed forces RPP contract".

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