Duplicate records are one of the fastest ways to lose trust in your CRM. Sales teams may contact the same lead twice, marketing campaigns hit the same person multiple times, and reports become unreliable. Cleaning up those duplicates is one of the best ways to improve team efficiency and customer experience.
If you're trying to figure out how to bulk merge in HubSpot, this guide walks you through the best options, from built-in tools powerful, automated workflows using Koalify:
If you're looking for a complete approach to duplicate cleanup, start with our Ultimate Guide to HubSpot Deduplication, which covers how to find, manage, and prevent duplicates across all objects.
If you're on Operations Hub Professional or Enterprise, HubSpot gives you the ability to bulk merge up to 50 duplicate contact or companies at a time through its built-in Duplicate Management tool.
Use the checkboxes to select up to 50 duplicate contacts or companies, then click Review.
Choose which record should be the primary contact or company for each pair.
âś… Pros:
Speeds up the deduplication process
Bulk merge up to 50 contacts or companies in one go
❌ Cons:
Some duplicate suggestions may be inaccurate, so it’s important to review each match before merging.
Limited control over which property values are kept
Currently supports only contacts and companies (not deals or tickets)
Available only on Operations Hub Professional or Enterprise
If you want to go beyond 50 merges at a time, want full control on the property values that are retained or need to merge deals in bulk as well? Koalify’s “Merge Duplicate Record” workflow action lets you automate bulk deduplication at scale.
Whether you're doing a one-time cleanup or want to keep your CRM clean automatically, Koalify makes it easy.
Create a new workflow to merge HubSpot duplicates in bulk
Navigate to Automations → Workflows
Click Create workflow and select the option From scratch
Choose a Contact-, Company-, or Deal-based workflow
Start with a Blank workflow and click Next
Add the "Merge Duplicate Contact/Company/Deal" action
Click on the âž• plus icon to add a workflow action
Search for "Koalify" to find our workflow action
Select the appropriate "Merge Duplicate Contact/Company/Deal" action
Click Save
Enroll records for bulk merging
Use manual enrollment for full control (ideal for initial cleanups)
Use enrollment triggers to automatically dedupe records
âś… Pros:
Unlimited bulk merges (no 50-record limit)
Works for contacts, companies, and deals
Full control over which records to merge and which fields to retain
Great for initial clean-ups and ongoing automated deduplication
❌ Cons:
Requires access to workflow with at least a Professional-tier Hub (e.g., Marketing, Sales, or Operations Pro)
If you're only dealing with a handful of duplicates, HubSpot’s native tools are a fast and effective solution.
But once your CRM starts to scale, manual or limited bulk options won’t cut it.
For basic cleanup, HubSpot’s Duplicate Management Tool lets you quickly merge up to 50 contacts or companies at a time.
For large datasets or ongoing automation, Koalify’s workflow action offers unlimited bulk merges across contacts, companies, and deals, with full control over how records are matched and merged.
No matter your CRM size, having a scalable deduplication strategy improves data quality, speeds up team workflows, and ensures you’re always working with clean, accurate records.
👉 Ready to bulk merge beyond HubSpot’s limits?
Try Koalify’s deduplication tools for free and take control of your CRM data at scale.