Koalify is a HubSpot-certified deduplication app that detects and merges duplicates using rules you control. It matches on any combination of HubSpot properties including custom fields, merges automatically through workflows or manually from CRM cards, and covers contacts, companies, deals, tickets and custom objects.
Product Overview
HubSpot's native deduplication is limited to a narrow set of matching criteria, which leaves most real duplicate problems unsolved. Koalify fills that gap specifically for HubSpot rather than as a multi-CRM afterthought, and the design detail that matters is where it puts the work: duplicate suggestions appear on the contact, company, deal and ticket pages where the team already works, rather than in a separate console nobody opens. It carries SOC 2 Type II and ISO 27001 — a stronger compliance posture than most tools at this price — and offers a free forever plan alongside a companion email validation product.
RevOps Jobs-to-Be-Done
- Automated duplicate merging — HubSpot workflows trigger merges automatically using rules you define. KPI: Duplicates are resolved continuously rather than in periodic cleanups.
- In-context duplicate resolution — Suggestions surface on the record page so reps and ops resolve duplicates where they work. KPI: Merges get done 3x faster than working from a separate queue.
- Custom-property matching — Match on any combination of properties, including custom fields native dedupe ignores. KPI: Duplicates that HubSpot's native tooling cannot see get caught.
Key Features
- Any-property matching: Detect duplicates on any combination of HubSpot properties, including custom fields.
- Workflow-triggered auto-merge: Merge automatically from HubSpot workflows, or manually from CRM cards.
- All object types: Contacts, companies, deals, tickets and custom objects.
- Lists, reports and alerts: Koalify properties power duplicate lists, reporting and owner notifications.
- Email validation: Companion product for contact-level email verification.
How It Fits Your Stack
Primary system of record: HubSpot — Koalify is a certified app inside the portal
Key integrations: HubSpot (certified app)
Data flows: Runs inside HubSpot, scanning records against configured matching rules. Duplicate suggestions surface on record pages and as Koalify properties usable in lists, reports and workflows; merges execute in HubSpot.
Security & Compliance
- SSO / SAML: Yes — SSO
- Certifications: SOC 2 Type II, ISO 27001, GDPR
Implementation & Ownership
- Time to first value: Hours — install from the HubSpot marketplace and configure matching rules
- Implementation complexity: Low
- Typical owners: RevOps, HubSpot Admin, Marketing Ops
Fastest tool in this category to get running. Test matching rules on a subset before enabling workflow auto-merge — automatic merging on loose rules is hard to unpick in HubSpot.
Pricing & Contracts
- Pricing model: Freemium, published tiers
- Indicative range: Free forever plan; paid tiers from around $50/month up to $500 and $1,000/month by volume
- Free tier: Yes
- Common add-ons: Email Validation priced separately
Who It's Best For
HubSpot-first teams of any size with a duplicate problem native tooling cannot solve, especially where custom objects or custom properties are involved.
Good fit if:
- HubSpot is the system of record
- Native dedupe matching is too narrow for your data
- You want merges triggered from workflows you already run
- SOC 2 Type II and ISO 27001 are needed even at SMB scale
Probably not ideal if:
- You are on Salesforce or multi-CRM
- You need standardisation and enrichment, not just deduplication
Pros
- HubSpot-certified with matching far beyond native capability
- Resolution surfaces where the team already works, not in a separate console
- SOC 2 Type II and ISO 27001 at an SMB price point
- Genuine free forever plan plus published pricing
Cons
- HubSpot only
- Deduplication-focused — no enrichment or standardisation
- Email validation is a separate purchase
Often Compared With
- Dedupely — Both are affordable dedupe tools; Dedupely spans HubSpot, Salesforce and Pipedrive, Koalify goes deeper on HubSpot alone.
- Insycle — Choose Insycle for multi-CRM cleansing and standardisation; choose Koalify for HubSpot-native depth at lower cost.
- HubSpot — Koalify extends HubSpot's native deduplication rather than replacing any part of the CRM.
Frequently Asked Questions
What is Koalify used for?
Koalify is a HubSpot-certified deduplication app that detects and merges duplicates using rules you control. It matches on any combination of HubSpot properties including custom fields, merges automatically through workflows or manually from CRM cards, and covers contacts, companies, deals, tickets
How much does Koalify cost?
Koalify pricing: Free forever plan; paid tiers from around $50/month up to $500 and $1,000/month by volume A free tier is available.
What does Koalify integrate with?
Koalify integrates with HubSpot (certified app).
Is Koalify SOC 2 compliant?
Koalify holds: SOC 2 Type II, ISO 27001, GDPR.
Who is Koalify best for?
HubSpot-first teams of any size with a duplicate problem native tooling cannot solve, especially where custom objects or custom properties are involved.
What are the best Koalify alternatives?
The tools most often compared with Koalify are Dedupely, Insycle, HubSpot.
