Koalify

Koalify is a HubSpot-embedded tool for finding and resolving duplicate CRM records. It suits teams that keep their data work in HubSpot and need both bulk cleanup and person-led review. Its broad matching controls are a strength, but the free tier is restricted to small or non-production portals.

Overview

Koalify covers contacts, companies, deals, tickets and custom objects, making it relevant to teams whose duplication problems extend beyond contact lists. Matching and merging take place within HubSpot, so it is a focused choice for HubSpot users rather than a general deduplication layer across multiple CRMs.

Teams can define rules using combinations of HubSpot properties, then choose between workflow-driven bulk merging and manual decisions on supported record pages. That balance is useful where routine cleanup should be automated but some potential matches deserve individual attention.

Key features

Rules and bulk merging

Matching can draw on email, phone number, domain, name similarity and custom fields. Combining properties gives teams room to reflect their own data patterns instead of depending on one identifier; the trade-off is that rules must be chosen carefully to avoid treating distinct records as duplicates. HubSpot workflow actions can merge thousands of duplicates automatically, a strong fit for recurring cleanup across a large CRM.

Review and reporting

Duplicate suggestions and manual merges appear on HubSpot contact, company, deal and ticket pages. This keeps record-level decisions close to the records being reviewed, although custom objects are supported for deduplication without being named among those pages. Koalify properties can also feed HubSpot lists, reports and alerts, including notifications to record owners, giving teams a way to track duplicates beyond the merge process itself.

Security and data handling

Koalify states that it is ISO 27001 certified and SOC 2 Type II compliant, supports GDPR, encryption and SSO, and stores customer data in a managed PostgreSQL database in DigitalOcean’s London LON1 datacenter, encrypted at rest and in transit. It says it syncs only subscribed record types and properties used in duplicate, primary or merge rules. Temporary full-property backups are made during merges unless backup is disabled, a detail administrators should weigh when setting their data-handling approach.

Pricing

The free plan costs nothing and remains free for sandbox or demo accounts, or portals below 10K records. That makes it suitable for evaluation and smaller portals, but not a general free option for larger production environments.

The Pro Plan is $25 a month, billed annually at $25/month, with the yearly option showing Save 50%. It includes all features, unlimited merges, unlimited users and unlimited support. Pricing depends on the total records in selected objects, not scans or merges, so a team’s record footprint matters more than how intensively it runs deduplication. For selected objects over 1M records, annual billing is capped at $500/month; monthly billing is capped at $1,000/month. The paid plan’s annual commitment and record-based price make it less attractive to teams seeking a low-cost monthly commitment or pricing unaffected by CRM scale.

Platforms

Koalify runs on the web and is embedded in HubSpot. Its single-CRM focus is an advantage for teams that want deduplication within their existing HubSpot workflow, but it is not the choice for organizations seeking a separately hosted, cross-platform matching system.

Who it's for

Koalify is best for HubSpot teams that need configurable matching across several record types, want to automate high-volume merges, and still need staff to review individual cases. Smaller sandbox, demo or sub-10K-record portals can use the free plan; organizations with larger datasets should account for record-based pricing. Teams working across other CRM environments should look elsewhere.

Pros and cons

Flexible matching: Rules can combine standard identifiers with custom fields, helping teams adapt detection to their HubSpot data.

Automation and review in one tool: Workflow actions handle thousands of merges, while supported record pages allow manual review and merging.

Broad paid-plan allowances: Pro includes unlimited users, merges and support, with all features included.

Free access has a narrow fit: It is limited to sandbox and demo accounts or portals under 10K records.

Costs scale with selected-object records: Teams with large datasets need to budget for the record-based price and annual billing terms, despite the stated cap.

HubSpot-only scope: The embedded approach serves HubSpot teams, not those needing deduplication across CRM platforms.

Alternatives

For a broader comparison, browse Data Deduplication Software.

Choose Tilores if a local free mode matters: its Studio Local Mode supports up to 100,000 records per deployment without an account or licence key, and it spans more platforms.

MatchCore is an alternative with a paid Standard Edition at $417 a month, billed annually at $5,000 per user license, with up to 1M records per matching run.

Consider Plauti Deduplicate for Salesforce; its free version is available from AppExchange, while full-edition features require a trial or custom pricing.

Senzing Entity Resolution is another alternative, with a listed 10M DSR subscription at $58,560 a year, billed $58,560 per year.

Posidex Customer Entity Resolution and Matching offers customizable solutions with custom pricing.

Workbooks is an alternative CRM with web, iOS and Android platforms, a 30-day free trial and a CRM plan at $47 a month.

DupeCatcher is a free alternative with all features included and Android, iOS and web support.

Entify is a free, open-source alternative for teams comfortable with an early project; uploads are capped at 100 MB by default, with one resolution result held in memory at a time.

Verdict

Choose Koalify if HubSpot is your system of record and you want adaptable duplicate rules, high-volume workflow merges and a manual review path in the same tool. Its unlimited paid-plan users and merges are compelling for teams that need ongoing cleanup, but smaller portals get the best price and larger teams must account for record-based costs. Look elsewhere if you need a cross-CRM service or a free plan for a larger production portal.