Koalify

Koalify is built for teams that want to clean up duplicate records without leaving HubSpot. Its strongest fit is an organization with ongoing duplicate cleanup across several record types and a need for both automation and human review.

Configurable matching and workflow-based bulk merging make it a capable HubSpot-specific option. The main trade-offs are its narrow CRM focus and a free plan limited to sandbox, demo, or very small portals.

Overview

Koalify finds and merges duplicates among HubSpot contacts, companies, deals, tickets and custom objects. Matching rules can combine HubSpot properties such as email, phone number, domain, name similarity and custom fields, allowing teams to define duplicates around more than one identifier.

Cleanup can run automatically through HubSpot workflow actions or be handled manually from record pages. This pairing suits teams that want routine cleanup to scale while keeping a person involved in individual cases. Koalify operates within HubSpot, so it is not the right choice for teams seeking one deduplication tool across multiple CRM platforms.

Key features

Rules and bulk merging

Combining properties gives teams room to account for inconsistent records, but the rules need to reflect how their own data identifies the same person, company or other entity. Workflow actions can merge thousands of duplicates automatically, making the tool suitable for recurring cleanup rather than only one-off corrections.

Manual review and reporting

Duplicate suggestions and manual merges are available on HubSpot contact, company, deal and ticket pages. That gives staff a way to review cases in context instead of relying entirely on automatic decisions. Koalify properties can also support HubSpot lists, reports and duplicate alerts, including notifications to record owners.

Data handling and security

Koalify says it syncs only subscribed record types and properties used in duplicate, primary or merge rules. During merges it temporarily backs up all properties unless backup is disabled. Customer data is stored in a managed PostgreSQL database in DigitalOcean’s London LON1 datacenter and encrypted at rest and in transit. The company states that it is ISO 27001 certified and SOC 2 Type II compliant, supports GDPR and SSO, and uses encryption.

Pricing

Koalify uses a freemium model, with Pro pricing based on the total number of records in the selected objects—not the number of scans or merges. That makes record volume the key cost consideration as a HubSpot portal grows.

• Free Forever: free. It is free forever for sandbox and demo accounts or portals below 10K records. This is a fit for evaluation or small portals, but not a general free option for larger live databases.
• Pro Plan: $25 a month, billed annually at $ 25 /month. The yearly option shows Save 50%. It includes all features, unlimited merges, unlimited users and unlimited support. For selected objects with over 1M records, annual billing is capped at $500/month; monthly billing is capped at $1,000/month. The starting price applies to the stated annual billing, while the total varies with selected-object record count.

Teams that need a non-annual plan should account for the higher published cap at very large record volumes.

Platforms

Koalify is available on the web and is embedded in HubSpot. Its stated workflow depends on that integration, rather than on a separate multi-CRM setup.

Who it's for

Koalify is best for HubSpot teams managing duplicates across several record types that want configurable rules, large-scale automatic merging and a manual review path. Its lists, reports and alerts can also help teams track duplicate issues and notify record owners.

Look elsewhere if your work spans CRMs beyond HubSpot, or if your portal exceeds the free plan’s record threshold and you need a free ongoing option. For paid use, estimate selected-object record volume before choosing it, since that—not merge activity—drives pricing.

Pros and cons

• Pros: Matching rules can combine standard properties and custom fields, allowing teams to tailor what counts as a duplicate.
• Pros: Automatic workflow merges and manual review on record pages cover both recurring cleanup and individual decisions.
• Pros: Pro includes unlimited merges, users and support, so those allowances do not impose separate stated caps.
• Cons: The free plan is restricted to sandbox/demo accounts or portals below 10K records, limiting its usefulness for larger live databases.
• Cons: Pricing scales with selected-object record volume, which can make growth a budget consideration even though scans and merges do not determine the price.
• Cons: The HubSpot-native focus makes it unsuitable as a cross-CRM deduplication solution.

Alternatives

For a wider comparison of tools in this category, see Data Deduplication Software.

• Tilores is worth considering for a freemium option with a local mode for up to 100,000 records per deployment, rather than a tool embedded in HubSpot.
• DupeCatcher is a free alternative with all features included and Android, iOS and web platforms.
• AWS Entity Resolution is an option for API or web use when provider matching is the need; its data service provider matching is billed per 1,000 records processed and requires a provider license or subscription, with provider costs additional.
• Entify is an early open-source project for API, self-hosted or web use; uploads are capped at 100 MB by default and it holds one resolution result in memory at a time.
• Plauti Deduplicate is a freemium alternative with a free Salesforce version, while full-edition features require a trial or custom pricing.
• pyJedAI is a free research project for Linux, Windows or self-hosted use.
• Python Record Linkage Toolkit is free software for research use with small or medium-sized files on Linux or self-hosted environments.
• Splink is a free Python package under the MIT license for Linux or self-hosted use.

Verdict

Choose Koalify if HubSpot is where your duplicate records live and you need flexible matching plus both automated bulk merges and manual review. Its strongest reason to choose it is that combination inside HubSpot, backed by unlimited Pro merges and users. Look elsewhere if you need cross-CRM coverage or a free plan for a larger portal.