How to Automatically Merge Duplicate Companies with Koalify

Duplicate companies are the CRM equivalent of glitter. Once they are in there, they get everywhere and are almost impossible to get rid of manually. They clutter views, wreck association logic and quietly ruin your reporting.

This hack shows you how to combine Koalify (a HubSpot-native deduplication app) with company-based workflows, so duplicate companies are automatically merged into a single, clean record while you get on with more useful work.

Why is this hack helpful?

HubSpot does have native duplicate management, but by using Koalify and workflows you get:

• Rule-based detection: Koalify flags duplicates using rules you define (e.g. domain, website, phone).
• Automated merges: Workflow actions merge non-primary records into a primary record using Koalify’s “Merge Duplicate Record” action.
• Cleaner reporting: One company per account means cleaner dashboards, territories, and revenue numbers.
• Time back: Less manual “merge and scroll”, more time for actual RevOps work.

You end up with a dedupe system that runs in the background instead of a once-a-year panic cleanse.

Steps to Set it Up

Step 1: Install Koalify and configure duplicate rules

1. Go to the HubSpot App Marketplace and install Koalify.
2. Once installed, open Koalify inside HubSpot.
3. Configure duplicate rules for Companies, for example:
   • Company domain name
   • Website URL
   • Phone number
   • Or a combination, depending on how your data behaves

Koalify uses these rules to:

• Flag potential duplicates.
• Mark one record as the primary duplicate (the one to keep).
• Expose helper properties like:
  • Number of duplicates.
  • Primary/non-primary flags.
  • Duplicate rule matches.

These properties are what you will use in lists and workflows to target the right records for merge.

Step 2: Create an active list of companies for merging

You want a dynamic list that always shows the non-primary duplicates Koalify has found.

Create an active company list with something like:

• Name: Koalify Duplicates - Merge

Filters (adapt to your exact Koalify property names):

• Koalify Number of Duplicates is greater than 0.

• Koalify Primary Duplicate is equal to False.
• Koalify Duplicate Properties is any of:
  
  • Company Domain Name
  • (Or whichever rule(s) you trust most for companies)

This list ensures:

• You only target companies that Koalify knows are duplicates.
• You do not accidentally enrol the primary record.
• You can always see how many duplicates are being caught over time.

You could also layer extra filters if you want to be more conservative at first. For example, limiting to certain lifecycle stages or regions.

Step 3: Build a company-based workflow to run the Koalify merge action

Now you will create a workflow that takes everything from that list and merges it into the primary record selected by Koalify.

3.1 Create the workflow

1. Go to Automation → Workflows
2. Click Create workflow → From scratch
3. Select Company-based workflow
4. Name it something like:

   • Koalify - Auto merge duplicate companies

3.2 Set the enrolment trigger

Use the list you just created: 

• Trigger: Company is a member of list Koalify Duplicates - Merge

This means:

• Any non-primary duplicate identified by Koalify and matching your rule set will automatically be enrolled in the workflow.

3.3 Add the Koalify merge action

1. Click the + icon to add an action
2. Search for Koalify
3. Select the Merge Duplicate Company or Merge Duplicate Record action (depending on naming in your portal)
4. Click Save

Per Koalify’s docs, this action:

• Merges the enrolled non-primary record into its configured Koalify Primary Duplicate ID
• Uses your primary rules from Koalify’s app settings to decide which record is “the one to keep”.

That is the entire core automation: list → workflow → Koalify merge.

Step 4: Add notifications for visibility (optional)

Depending on your volume and how nervous your team is about automation, you might want to notify owners when merges happen.

Add an extra action after the merge:

• Action: Send internal email or in-app notification
• Recipient: Owner of the primary company (or another internal user/team)
• Content suggestion:
  • Let them know a merge just happened
  • Include:
    • Primary company name.
    • Number of duplicates merged.
    • Key properties, if helpful.

Why this works

This setup works because:

• Koalify does the hard bit by accurately detecting duplicates with rules you define and marking which record is primary.
• HubSpot workflows does the orchestration which records enrol and when merges run.
• The Koalify workflow action actually performs the merge, moving non-primary records into the primary record and respecting your primary rules.

Benefits you get:

• Time back: No more line-by-line company merges in the UI.
• Fewer errors: Fewer chances of accidentally merging the wrong records.
• Cleaner data: Better reports, cleaner lists, more reliable association logic.
• Scalable dedupe: Works for ongoing trickle of duplicates, not just one-off clean-ups.

Wrapping Up

You do not need to live with a swamp of duplicate companies in HubSpot. With Koalify rules handling detection and a simple company-based workflow handling merges, you can keep your database clean automatically instead of burning hours on manual tidy-ups.

If you want to get your HubSpot portal clean, without the manual headache, we can help you. Give us a nudge here.

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