Dedupely vs. Koalify: The 2026 Comparison Guide

Duplicate records are one of the fastest ways for a HubSpot portal to lose reliability. What starts as a few duplicated contacts can quickly lead to broken workflows, inaccurate reporting, and teams working on conflicting data.

Both Koalify and Dedupely aim to solve duplicate data in HubSpot, but they take very different approaches in where deduplication happens, how merges are automated, and how much control teams have over merge outcomes.

This guide compares Koalify vs Dedupely across detection logic, automation, merge behavior, and operational fit.

• Koalify is a HubSpot-native deduplication app designed for automated, workflow-based deduplication with full control over merge behavior.

• Dedupely is an external deduplication tool focused on basic duplicate detection and merging outside of HubSpot, with limited control over how merges behave.

The 10-Second Verdict

• Choose Koalify if: You want deduplication to live inside HubSpot, run automatically via workflows, and require enterprise-grade security (SOC 2/EU)

• Choose Dedupely if: You prefer a standalone interface for cleanup and don’t require ticket deduplication or native HubSpot workflow automation.

General characteristics

This section provides a high-level summary of Koalify and Dedupely. Detailed explanations for each criterion follow later in the guide.

Primary focus

Koalify focuses on HubSpot-native, automated deduplication. It is designed to run entirely inside HubSpot using standard objects, properties, lists, CRM cards, and workflows, with an emphasis on continuous deduplication and controlled merge behavior at scale.

Dedupely focuses on basic duplicate detection and cleanup. It operates as an external tool connected to HubSpot and is primarily designed for batch-based duplicate identification and merging.

Ease of use

Koalify is built for RevOps, Sales Ops, and Marketing Ops teams who work directly inside HubSpot. All setup, review, and automation happens using familiar HubSpot tools, which keeps onboarding and day-to-day operation straightforward.

Dedupely is relatively easy to get started with for one-off or periodic cleanup tasks, but requires users to leave HubSpot to review and execute merges in an external interface.

Bottom line:
Koalify is easier to operate as part of daily HubSpot workflows. Dedupely is simpler for occasional cleanup but less integrated into day-to-day CRM operations.

Pricing model

Koalify

• Pricing is based on the number of records for the specific objects you choose to deduplicate

• $5 per 10,000 records per month (billed annually)

• $10 per 10,000 records per month (billed monthly)

• Pricing is capped at $500/month for portals with over 1M records (billed annually)

Dedupely

• Pricing is tier-based and tied to total counts of contacts, companies, and deals

• ~$9 per 10,000 records per month (billed annually)

• ~$11.70 per 10,000 records per month (billed monthly)

• Tier-based pricing can result in higher effective costs when record counts exceed a threshold

Bottom line:
On annual plans, Koalify is typically about half the price of Dedupely, especially for larger portals. You also only pay for the objects you actually want to deduplicate.

Pricing figures are indicative and based on publicly available information. Actual pricing may vary by contract, region, and feature set.

1) Security & Compliance

Dedupely

• ISO 27001 certified

• GDPR compliant

• No SOC 2 Type II certification

• No EU/UK data residency options

Koalify

• SOC 2 Type II compliant

• ISO 27001 certified

• GDPR compliant

• Supports EU/UK data residency

Bottom line:
If you require SOC 2 Type II or European data residency, Koalify is the only option between the two.

2. HubSpot Integration Model

Where your data is processed matters for speed and team adoption.

Dedupely

• Operates outside of HubSpot

• Requires users to leave HubSpot to review and merge duplicates

• Merges are executed externally and then synced back

Koalify

• Runs entirely inside HubSpot

• Uses HubSpot properties, lists, CRM cards, and workflows

• Records are merged directly in your HubSpot portal via CRM cards or workflow actions.

Bottom line:
Koalify behaves like a native HubSpot tool. Dedupely behaves like an external cleanup tool.

3. Object Coverage

Dedupely

• Supports contacts, companies, deals, and custom objects

• Does not support ticket deduplication

• Cannot merge companies when Salesforce is integrated

Koalify

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

• Supports merging companies when Salesforce is integrated

Bottom line:
If you need to deduplicate tickets or Salesforce-connected companies, Koalify is the only option between the two.

4. Control Over Matching Logic

Dedupely

• Dedupely supports flexible and fuzzy matching

• Primarily optimized for batch cleanup

Koalify

• Koalify support flexible and fuzzy matching

• Allows fuzzy rules to run continuously inside HubSpot

Bottom line:
Both tools capture most duplicates via fuzzy matching logic.

5. Control Over Merge Behaviour

Dedupely

• Limited control over which record becomes primary

• Field-by-field property retention rules

Koalify

• Primary record rules using waterfall logic (IDs, email presence, lifecycle stage, etc.)

• Field-by-field property retention rules

Bottom line:

If you need control over the primary duplicate Koalify is the only option of both.

When Dedupely is a good fit

Dedupely can be a reasonable choice if:

• You want a simple external tool for duplicate cleanup

• Ticket and company deduplication with the Salesforce integration is out of socpe

• SOC 2 Type II or EU/UK data residency is not a requirement

When Koalify is a good fit

Koalify is a better fit when:

• Deduplication needs to run continuously in HubSpot not occasionally

• Tickets or companies (with Salesforce integration) need deduplication

• You want to control which record is the master record when merging

• Your legal team requires SOC 2 or EU Data Residency.

👉 For a broader market overview and comparisons across all major tools, see our full guide to the Best Deduplication Apps for HubSpot.