Find the duplicates. Merge them in one click.
GENECRM scans your contacts for likely duplicates by email and by name + company, then merges every related record onto the one you keep.
Duplicate detection groups your contacts two ways — an exact match on normalized email, and a match on normalized display name plus company — and surfaces each group sorted oldest-first, so the longest-standing record is the natural one to keep. Merging reassigns everything tied to the duplicate — leads, opportunities, activities, notes, tasks, relationships, custom-object records, and email history — onto the survivor, fills in any blank fields on the survivor from the duplicate, merges custom fields, and then deletes the duplicate. It's a two-click review: open a group, pick who's already the keeper, and merge the rest into it.
Two match rules, run automatically
Duplicates are grouped by normalized email (case-insensitive, trimmed) and separately by normalized display name plus company — catching both "same person, same address" and "same name at the same company entered twice."
- Every group shows which rule matched it and the matching key
- Groups are de-duplicated so the same set of contacts doesn't appear twice across both rules
- The oldest contact in a group is suggested as the one to keep
Merge in one action, not a manual field-by-field copy
Picking "merge into kept" reassigns every related record from the duplicate onto the survivor — leads, opportunities, activities, relationships, custom-object records, and email messages — inside one transaction, then removes the duplicate.
- Notes and tasks attached to the duplicate move to the survivor too
- A relationship pointing at the duplicate (as either side) is repointed to the survivor
- Nothing tied to the duplicate is silently dropped — everything is reassigned first
Blank fields get filled, not overwritten
If the survivor is missing a field the duplicate has — phone, title, company, LinkedIn URL, and more — the merge fills it in from the duplicate. Where both records have a value, the survivor's value wins, so you never lose data the keeper already had.
- Custom fields are merged the same way, with the survivor's values taking priority on conflicts
- The merge is written to the audit log with exactly what was reassigned
A safety check before anything happens
Merging a contact into itself is rejected outright, and both the survivor and the duplicate are looked up before any reassignment starts — so a merge either completes cleanly or doesn't happen at all.
- Clean up a list after importing contacts from a spreadsheet or another tool
- Consolidate a lead who submitted a landing page under an email you already had on file
- Fix duplicate entries created when two reps logged the same prospect separately
Duplicates — common questions
By two match rules: a normalized email match, and a normalized display-name + company match. Each group shows which rule flagged it.
The UI suggests the oldest contact in the group as the keeper, but you choose which record survives before merging the rest into it.
Everything tied to the duplicate — leads, opportunities, activities, notes, tasks, relationships, custom-object records, and email history — is reassigned to the surviving contact before the duplicate is deleted.
No — a merge only fills in fields that are blank on the survivor, using the duplicate's value. Where the survivor already has a value, it's kept.
No — the duplicate is deleted after its records are reassigned, so review the group before merging. Every merge is recorded in the audit log with what was reassigned.