Deduptio is an Attio deduplication tool that finds records describing the same entity and merges them — associations and all. You approve every merge, and every merge is snapshotted for a 24-hour rollback.
Available in the Attio App Store · 24-hour recovery window · no data touched until you confirm
Exact rules catch the easy ones. The rest hide behind typos, alternate spellings, and duplicated relationships.
Every merge is deliberate and snapshotted, with 24 hours to put the records back — and if Attio hiccups mid-merge, Deduptio finishes the job itself with automatic retries.
See what Attio catches natively, how to choose reliable match rules, which record should survive, and how to clean People, Companies, Deals, and custom objects without losing context.
The questions that come up before anybody merges anything — answered plainly, with links to the full detail.
Attio does catch some. It warns on an exact email match when you create a person, and it will merge two records you have selected by hand. What it has no notion of is the pair that is obviously the same to a human and not identical to a database: the same company under “Acme Inc” and “Acme, Inc.”, the same person on a work address and a personal one, two deals opened a week apart by two reps. Finding those needs fuzzy matching across a whole object, which is a different job from a create-time warning — see Deduptio vs Attio's native merge for where the built-in behaviour is genuinely enough.
A merge runs through Attio's own merge, so emails, calls, notes, tasks and activity move onto the surviving record rather than being deleted. Field values are where the decisions live: you choose whether the oldest, the newest, or the most complete record survives, and what happens when two records disagree on the same field. That is set once in survivor and field rules and applies to every group in the scan.
Every merge is snapshotted before it runs, which gives you a 24-hour window to undo it: the pre-merge records come back with their field values and their associations. After 24 hours the snapshot expires and the merge is permanent — Attio itself has no undo for a merge, so the window is the whole safety net. The detail, including what a rollback cannot restore, is in rollback and safety, and undoing a merge in Attio covers the manual alternative if you are not using Deduptio.
Any object, including custom ones. Deals are the case worth calling out: Attio's interface does not offer a merge on deals at all, so duplicate deals are normally a manual copy-and-delete job that loses the activity on the discarded record. See duplicate deals in Attio. Matching can also run across two objects at once when the same entity has been split between them — that is cross-object matching.
That is the single most common reason people arrive here, and the fix depends on which CRM you came from, because each one breaks differently: organisations without domains, people with several email addresses, deals that were imported twice by two passes of the same file. There are walkthroughs for HubSpot, Pipedrive and Salesforce, plus duplicates from a CSV import for the general case. If the mess is large enough that you would rather not do it yourself, the one-time managed cleanup below covers it.
Deduplication is not a one-off if records keep arriving from forms, imports and enrichment tools. Scheduled scans run the same rules on a cadence and email you when a scan finds something, so the workspace is checked without anyone remembering to check it — see automation and schedules. Merges made by a scheduled scan get the same 24-hour recovery window as manual ones.
Clean up your first duplicates on the Free plan — upgrade when the whole workspace needs it.
Deduptio is now listed in the Attio App Store. Start free and connect your workspace through Attio OAuth.
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