Need to merge duplicate records in Attio? No problem.

A done-for-you Attio duplicate merge service. You review and approve likely duplicates, and we handle the operational cleanup.

We start by using the Duplicate Detection app to surface likely duplicate People and Companies, then we run an additional pass to catch patterns that rules-based checks may miss. If your workspace has a specific edge case, we can also apply broader review logic on request to widen the search set, within reason.

From there, we do not bulk-merge records blindly. We reduce list noise, group obvious duplicates, and hand off that list to you for review. Our goal is to make sure you are comfortable with what will happen before any final merges are completed. The actual merge action still happens inside Attio, but we handle the hard part: finding the duplicates, organizing them, helping you review them efficiently, and merge them without manual intervention.

The result is a process that stays careful without becoming slow. Whether you have 50 duplicates or 50,000, the work on our side is automated and is intended to minimize human error; the time-consuming part is the client review and approval, not the mechanics of the merge itself.

The merge duplicates process a one-time, fixed-fee service. You purchase it and grant access to your workspace, we run the "duplicate detection" process, hand you a cleaned-up list to review and approve, and then we handle the merge process. Once it's done, it's done — there's no recurring subscription or ongoing charge.

That said, duplicates can creep back in over time, especially if you sync email, run imports, or regularly pull data from multiple sources. So if this is a service you believe you'll need on an ongoing basis, please contact us for discounted pricing options.

We follow up with an automated email with the exact next steps. That includes confirming access, reviewing the current duplicate lists, identifying whether an additional pass is needed, answering any lingering questions or concerns from you and your team, and then running the merge process once approvals are in place.

No. We have built a custom programmatic workflow that lets us handle this at scale while still relying on Attio’s native merge functionality underneath.

No. The merge behavior itself is still Attio’s. What we have built is the scaling layer around it.

We rely on Attio's native merge functionality, which combines list entries, notes, tasks, comments, and person emails into the surviving record. When two records are merged, their data is combined into a single record, but no related records are lost in the merge.

However, this is a one-way process, and merged records cannot be "un-merged". That is why we use a review process. Merge decisions are not just about deleting extra rows; they affect which record survives and which values are prioritized.

Yes. We start with the app’s review lists, but we can also run an additional pass for common edge cases and fuzzy matches the default scan may not catch.

This happens because the duplicate lists are designed to track flagged matches, not just unique record pairs. The app creates an entry when it finds a duplicate and stores the reason for the match, such as same email, same domain, or matching social profile. In practice, that means the same underlying person or company can appear multiple times if it was flagged by multiple matching signals.

That behavior is intentional. It gives you visibility into why a record was flagged instead of collapsing everything into a single opaque result. As part of our deduplication service, we also clean up and consolidate those review lists so there is less noise for your team to work through.

Yes. A first pass usually gets the vast majority, but it is common for a second round of duplicates to become visible after the initial cleanup. For example, once duplicate Company records are merged, you may suddenly have stronger signals that two Person records are also duplicates because they now share the same company relationship in a way that was not obvious before.

On request, we run a secondary pass after the initial cleanup to catch those stragglers and leave the workspace in a cleaner state.

No. Attio supports manual merging for Company and Person records, but it does not offer native bulk merge functionality in teh UI, or over the API. Attio’s own help docs state that records can be merged manually from the record page, two at a time, and that this is not available for Deals, Workspaces, Users, or custom objects.

We've developed a custom process that leverages Attio's merge functionality, but at scale. We provide is the system, review workflow, and operational support to make that process.

This usually comes down to identity variation. A person may exist as jason@example.com, jason@example.io, jason.wolf@example.com, and jason.wolf@example.io, while the company itself may use one primary domain and several redirects or legacy domains. Attio’s merge flow helps clean up duplicates once they exist, and Attio’s duplicate detection logic is centered on domains for companies and email addresses for people. Our Duplicate Detection app extends that by checking related domains and redirects, social profiles, and optional markers such as phone number, full name plus company, identical company name, etc.

That is why duplicates are often not just “bad data.” They are often the natural result of multiple systems, multiple sync sources, and multiple valid identifiers pointing to the same real-world entity.