Best Deduplication Apps for HubSpot 

Duplicate records are one of those problems that start small, and quietly grow into broken workflows, unreliable reporting, and frustrated sales teams. HubSpot includes basic tools to manage duplicates, but as your CRM grows, most teams need something more flexible and automated.

This guide walks through the best deduplication apps for HubSpot, what they’re good at, and how to choose the right one for your team.

If you’re short on time, here’s the simple version:

• Best all-around deduplication option for HubSpot: Koalify

• Best for broader data quality operations (associations & cleansing): Insycle

• Alternative focused on deduplication: Dedupely

For most HubSpot focused RevOps and growth teams, Koalify offers the best balance between automation, ease of use, and working natively inside HubSpot.

This guide is reviewed quarterly based on the latest product capabilities, security certifications, and HubSpot platform updates.

Comparing the top HubSpot deduplication apps

1. Koalify: Best Overall Deduplication App for HubSpot

Koalify is a HubSpot-native deduplication app built for teams that want to keep their CRM clean without leaving HubSpot or introducing a separate data tool.Instead of managing duplicates in an external interface, Koalify works directly with HubSpot properties, lists, and workflows. That makes it feel like a natural extension of HubSpot rather than an add-on your team has to learn and maintain.

Why teams choose Koalify

• Runs entirely inside HubSpot, using properties to flag duplicates, lists to review them, and workflows to merge records

• Supports ongoing, real-time deduplication, not just one-off cleanups

• Deduplicates contacts, companies, deals, tickets, and custom objects

• Offers flexible matching rules, including fuzzy and similar matching

• Automates merges while preserving associations and Salesforce syncs

• Enterprise-ready with SOC 2 Type II and ISO 27001 compliance

Koalify is especially strong for teams that want automation and control without complexity. Because it stays native to HubSpot, it’s easy for RevOps, Sales Ops, and Marketing Ops teams to manage without relying on a dedicated data specialist.

Best forRevOps, Sales Ops, and Marketing Ops teams that want scalable, reliable deduplication that works with HubSpot’s native tools and grows with their CRM, without learning a new platform.

2. Insycle: Best for Broader Data Management

Insycle is a data operations platform that includes deduplication as part of a broader set of data quality tools.Rather than focusing only on duplicates, Insycle is designed for teams that need to manage many aspects of CRM data at once, including cleansing, normalization, associations, and bulk updates, often across large datasets.

Strengths

• Advanced bulk deduplication logic

• Highly customizable matching rules

• Additional tools for data cleansing, normalization, associations, and bulk changes

• Well suited for large cleanups, migrations, or data restructuring projects

Trade-offs

• Operates outside of HubSpot

• Requires more setup and ongoing maintenance

• Steeper learning curve for non-technical users

Insycle is powerful, but that power comes with complexity. For day-to-day deduplication, it can feel heavier than necessary especially for teams that primarily want to keep duplicates under control rather than manage full-scale data operations.

Best for: Data teams or operations teams that are looking for more than deduplication, often working with large databases, complex data models, or multiple platforms.

3. Dedupely — Alternative focused on deduplication only

Dedupely is a deduplication-focused tool that centers on detecting potential duplicates.

Strengths

• Straightforward setup

• Responsive support team

Limitations

• Limited automation options

• No support for tickets and limited support for more complex merge scenarios

• Less flexibility around primary rule selection and limited property retention controls

Best for:Teams that want basic duplicate detection.

How to choose the best HubSpot deduplication app

There’s no single “right” answer for every team. The best deduplication app depends on how complex your HubSpot setup is today, and how much you expect it to grow.

These questions help narrow things down.

Do you want deduplication to happen inside HubSpot?

If keeping everything native is important — including reviewing duplicates, merging records, and using workflows — you’ll want a tool that works directly in HubSpot.

→ Koalify is the strongest fit here.

Do you need automation across multiple objects?

If you’re dealing with duplicates across contacts, companies, deals, tickets, or custom objects, automation becomes essential. Manual or one-by-one merging won’t scale.

→ Koalify is designed for ongoing automation inside HubSpot→ Insycle can also handle this, but from an external interface

You need enterprise security compliance

Some teams require specific certifications for internal or regulatory reasons.

• SOC 2 Type II audit standard → Koalify and Insycle both offer SOC 2 Type II

• Dedupely does not currently offer SOC 2 Type II

Your data needs to stay in Europe

For organizations with data residency requirements, for example due to GDPR or internal policy, having a deduplication tool that hosts and processes data in the EU/UK may be a priority.

• Koalify offers a dedicated UK/EU region deployment

• Insycle and Dedupely currently do not offer this

If this is a must-have, Koalify is best positioned.

You want to control which record becomes primary and what values are retained

Some tools simply merge duplicates automatically without giving fine-grained control over property retention.

If you need:

• To choose the primary record in a merge

• To decide which field values are retained after matching

• Fine control over matching and retention rules

Then:

→ Koalify and Insycle both provide strong controls here→ Dedupely does not provide full primary selection or retention rule flexibility

This is especially important for teams that synchronize HubSpot with external systems (like Salesforce) or depend on certain fields staying authoritative.