Stop CRM duplicates before they break revenue.

A flexible deduplication engine that finds, ranks, and resolves duplicates across your CRM — fast enough to keep data continuously clean.

The Real Problem

CRM duplicates aren't just messy data.

They quietly erode revenue, waste enrichment spend, and create conflicts between reps — all while your CRM reports look fine on the surface.

Multiple reps contacting the same account
Inflated pipeline and wrong CAC
Enrichment wasted on duplicate records
Broken lead scoring due to wrong account attribution
Migration disasters during CRM replatforming

Why teams don't solve this today

Native CRM tools

Rely on email/domain exact match
Weak cross-object matching (Lead ↔ Account)
Limited bulk processing
Weak multi-field matching

UI-driven dedupe tools

Locked to predefined matching rules
Hard to customize normalization
Limited control over multi-field similarity
Difficult to reuse logic across systems
Not built for continuous, high-frequency cleanup

DIY Python / Fuzzywuzzy

Weeks of normalization + blocking logic
Slow at scale
Hard to evaluate precision
Becomes a maintenance project

Dirty data persists, reporting stays unreliable,
and revenue decisions are made on numbers nobody fully trusts.

Deduplication shouldn't be a cleanup project.It should run like infrastructure.

Similarity API keeps CRM data continuously clean — across records, imports, and systems.

Match across multiple fields at once
Weight what matters most
Apply custom preprocessing and normalization
Get ranked candidates with scores — review or auto-merge
Run across objects, sources, and systems
Scale to millions of records, repeatedly

Duplicates stop being fire drills.
Your CRM becomes reliable for routing, reporting, and revenue.

The practical CRM dedupe workflow

Prevent duplicates in real time or clean them at scale — with the same matching engine.

Data pipeline workflow

1
Export

Choose any records you want to check for duplicates.

2
Call Similarity APISimilarity API

Send your data — the API handles the rest.

Normalize(Optional)— Clean casing or extra words
Block— Only compare realistic matches
Fuzzy match— Find similar records, not just identical
Review(Optional)— Show best candidates to confirm or auto-merge
3
Merge plan

CRM write-back

or

Low-code automation workflow

1
New record is created

Form submit, enrichment, import, or sync

2
Call Similarity APISimilarity API

One HTTP call handles everything.

Send data via HTTP step— Zapier, Salesforce Flow, Make, n8n
Receive ranked matches— Similarity scores + key fields returned instantly
Auto-merge or route for review— Update existing record or create a new one
3
CRM stays continuously clean

Routing, ownership, and reporting remain correct

One matching engine.

Real-time prevention and large-scale cleanup.

Clean your CRM in minutes.

Dedupe 100K records for free — two ways to start right now.

Free Google Colab

No installs, no setup.

Upload a real export or use sample data. See duplicates → generate merge plan → export results.

Test the API in your browser

Upload a CSV or paste sample strings.

Up to 100K rows free, no setup required. See match results instantly.

Frequently asked questions

What is CRM deduplication?

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CRM deduplication is the process of finding and resolving duplicate records across contacts, leads, and accounts. It ensures reporting, routing, and revenue attribution stay accurate as data changes over time. Modern teams automate deduplication continuously instead of relying on manual cleanup projects. Similarity API enables flexible, large-scale CRM deduplication across systems, imports, and real-time workflows.

Why do duplicate CRM records happen?

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Duplicates appear when data enters the CRM from multiple sources such as forms, imports, enrichment tools, or integrations. Small differences in spelling, domains, or formatting prevent native tools from detecting matches.

Can CRM deduplication be automated?

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Yes. Instead of manual merge reviews, modern workflows use similarity matching and rules to identify likely duplicates and resolve them automatically or route them for approval.

Does this work with Salesforce or HubSpot?

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Yes. Deduplication can run on exports, in data pipelines, or directly inside automations using API calls — keeping records clean across Salesforce, HubSpot, and other systems.

How often should CRM deduplication run?

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High-growth teams run deduplication continuously or on frequent schedules so reporting, ownership, and routing remain accurate as new data arrives.