How Koalify company merges work while the Salesforce integration is enabled

By default, HubSpot does not support company merges when the Salesforce integration is active, not even through the API.

Koalify helps you work around this limitation by providing a soft merge experience. A soft merge closely replicates HubSpot’s native merge behavior: the secondary company is deleted and the primary company is updated with combined data, while important information like property values, activities, and associations is retained.

How Koalify’s soft merge works

Koalify soft merges are designed to behave like HubSpot’s native merges, with a few important differences:

General behavior

• No new company record is created
• The secondary company is deleted
• The primary company is updated with selected data

General property values

• If the primary has a value → it stays
• If the primary is blank and the secondary has a value → the secondary’s value is used
• Read-only properties (like analytics or calculated fields) are not updated
• You can customize property behavior with Koalify merge rules

Analytics properties

• The primary company’s analytics data is always kept

Activities (calls, emails, tasks, meetings)

• All activities from both records are combined under the primary company

Associations (contacts, deals, tickets, etc.)

• Associations are merged unless this would exceed HubSpot’s association limits

• If the limit is exceeded, the merge won’t complete, you’ll need to reduce associations first

Associated leads

• Due to HubSpot API limitations, only leads linked to the primary company are retained

• Leads associated with the secondary company will not be preserved

Workflows

• The primary company may be enrolled if updated data matches workflow criteria

• The secondary company is automatically unenrolled when it is deleted