Decluttr — AI-Powered CRM Hygiene for HubSpot
AI-POWERED CRM HYGIENE

Your HubSpot properties are a mess. Let the agent fix it — and tell you exactly why.

Decluttr doesn't just find duplicates. It tells you which one to keep, why the field type is wrong, where the data should actually live, and what to do about it — with the precision of a senior RevOps consultant.

Finds duplicates + tells you how to fix them
Standard + custom objects
Powered by Claude AI
30-day undo on every action
Built by HubSpot experts
Who this is for

You've been in HubSpot for a few years. You know it's a mess. You just don't know where to start.

This isn't a tool for brand new portals. It's for teams who have been in HubSpot long enough to accumulate real technical debt — multiple admins, multiple strategies, and multiple rounds of "I'll clean that up later" that never happened.

"We've had three admins in four years and nobody knows what half these properties do."
Every admin had their own logic. Properties were created without checking if one already existed. Now you have six versions of the same question across three objects and nobody dares delete any of them.
"Our workflows keep failing and we don't know why."
Workflows fail silently when they reference a property that was renamed, deprecated, or never had the right field type to begin with. Decluttr surfaces exactly those mismatches and tells you which workflows are affected.
"Sales keeps asking which field to use and I honestly don't know anymore."
When three properties all ask the same question, reps fill in different ones. Your reporting breaks. Every new hire gets the same confused look during onboarding.
"Our reports never match and I can't figure out what's actually true."
When the same data lives in three different properties with three different field types, no report is authoritative. The data isn't wrong — it's split across too many places with no single source of truth.
Decluttr is built for you if:
  • ✓You've been using HubSpot for 2+ years
  • ✓Multiple people or teams have been admins in your portal
  • ✓You can't confidently explain what every property is used for
  • ✓Your reports don't match and you're not sure which to trust
  • ✓Your team asks which field to use for the same data point
  • ✓You've inherited a portal from a previous admin
  • ✓You're a HubSpot consultant auditing client portals
Probably not for you yet if:
  • –You set up HubSpot in the last 6 months
  • –You're the only person who has ever touched your portal
  • –You have fewer than 50 custom properties
Already have HubSpot Data Hub?
Good — Decluttr works alongside it, not instead of it. Data Hub cleans your records. Decluttr cleans your schema and tells you how to fix it. See below.
Decluttr + HubSpot Data Hub

Not a replacement. A layer Data Hub was never designed to provide.

HubSpot Data Hub is excellent at what it does. Decluttr does something completely different — and together they give you complete CRM hygiene coverage for the first time.

HubSpot Data Hub handles
  • ✓Duplicate contact and company records
  • ✓Formatting errors within individual properties
  • ✓Missing or outdated record data
  • ✓AI-powered record enrichment
  • ✓Data Studio for unified cross-source reporting
  • ✓Basic unused property detection by object
Decluttr adds on top
  • ✓Duplicate property detection across all objects
  • ✓Semantic AI — catches meaning, not just names
  • ✓Which property to keep — and exactly why
  • ✓Field type correctness guidance per property
  • ✓Where data should actually live (object placement)
  • ✓Architecture recommendations — what to build instead
  • ✓Custom object property assessment
  • ✓Schema scalability warnings before they break
  • ✓Data migration + deprecated property labeling
  • ✓30-day undo on every automated action

The combined picture: Data Hub keeps your records clean and your data unified. Decluttr keeps your schema clean and your properties governed — with specific, expert guidance on what to fix and how. Use both. They solve different problems at different layers of the same platform.

How it works

Not just a duplicate finder. An embedded RevOps advisor.

Most tools show you the problem. Decluttr shows you the problem, tells you which property to keep and why, flags the correct field type, explains where the data should actually live, and warns you what breaks if you get it wrong.

1

Agent scans

Pulls every property across all objects — including the custom ones your team built over the years.

2

Claude analyzes

Semantic AI groups duplicates by meaning — across objects, across field types. Catches what name-matching misses entirely.

3

Agent advises

For each duplicate: which to keep, why the field type may be wrong, where it should actually live, and what breaks if you ignore it.

4

You review

Glance through clusters with recommendations pre-populated. Dismiss anything intentional. Approve the rest in seconds.

5

Agent runs

Migrates data, deprecates old properties, replaces views and filters, generates your workflow to-do list.

6

Agent monitors

Weekly scans catch new duplicates the moment they appear — before they cause data quality issues downstream.

WHAT THE ADVISOR TELLS YOU
Which property to keep
Field type correctness beats fill rate. A dropdown at 10% beats a text field at 90% for categorical data.
Why the field type is wrong
Closed Lost Reason should always be a dropdown. State should always be a select. DOB should always be a date field.
Where the data belongs
In B2B, State belongs on Company. Subscription Status belongs on a Subscription object — not on Deals or Company.
What you should build instead
Five billing fee properties across four objects? That's a Subscription custom object waiting to be built.

Agent handles automatically based on confidence:

High — auto-resolved
Medium — review queue
Low — your call

Works across all HubSpot objects:

Contacts Companies Deals Tickets Custom objects
Decluttr + HubSpot Data Hub

Data Hub cleans your records. Decluttr cleans your schema.

Decluttr is not a replacement for HubSpot Data Hub — it's the layer Data Hub was never designed to provide. Data Hub is excellent at finding duplicate contacts, fixing formatting issues, and enriching records. None of that touches the problem of whether your properties themselves are duplicated, misplaced, or architecturally wrong across your schema. That gap is what Decluttr fills.

WHAT DATA HUB DOES
  • ✓Finds duplicate contact and company records
  • ✓Fixes formatting issues within properties
  • ✓Enriches records with missing data
  • ✓Data sync across connected apps
WHAT DECLUTTR ADDS ON TOP
  • ✓Detects duplicate properties across your schema
  • ✓Tells you which property to keep and why
  • ✓Flags wrong field types and what they should be
  • ✓Identifies where data should actually live
  • ✓Catches scalability anti-patterns before they grow
  • ✓Assesses custom object architecture

Use both. They solve completely different problems. HubSpot's own documentation recommends manual property audits before building — Decluttr automates exactly that.

HubSpot Data Hub Decluttr
Duplicate contact/company records ✓ Breeze powered Not our job
Formatting issues within properties ✓ Auto-fixed Not our job
Unused property detection (by object) ✓ Basic ✓ With context
Cross-object semantic property analysis ✕ Not available ✓ Core feature
AI that understands property meaning ✕ Not available ✓ Powered by Claude
Recommendation of which property to keep ✕ Not available ✓ Per cluster
Field type correctness advice ✕ Not available ✓ With reasoning
Where data should actually live (object placement) ✕ Not available ✓ B2B/B2C aware
Architecture recommendations (what to build instead) ✕ Not available ✓ Industry-specific
Catches "State" vs "What state do you live in?" ✕ Not available ✓ Every time
Works across custom objects ✕ Limited AI access ✓ Full support
Data migration between properties ✕ Manual only ✓ Agent-automated
Property deprecation + labeling ✕ Not available ✓ Auto-renamed
Views and filters replacement ✕ Not available ✓ Preview + confirm
Workflow and report to-do list ✕ Not available ✓ Deep-linked
30-day undo on all changes ✕ Not available ✓ Full snapshots
Ongoing schema monitoring ✕ Not available ✓ Weekly automated

The honest summary: HubSpot Data Hub cleans your records. Decluttr cleans your schema. They solve completely different problems — and you need both. Decluttr is the property governance layer that Data Hub was never designed to provide, built by HubSpot experts who have spent years untangling the mess manually.

Pricing

Start free. Scale when it pays off.

Priced for RevOps teams who know what clean data is worth — and the partners who deliver it.

Free — up to 100 custom properties
Pro — up to 500 custom properties, no custom objects
Enterprise — up to 2,000 custom properties + custom objects
Agency — unlimited everything, unlimited portals

Free

$0/mo

Try it on one object. See what you've been missing.

  • 1 standard object
  • Up to 100 custom properties
  • Manual review only
  • ✕
    Custom objects
  • ✕
    Agent auto-resolution
  • ✕
    Weekly monitoring
  • ✕
    30-day undo

Pro

$99/mo

Standard objects, full analysis. Perfect for growing teams with clean portals.

  • All standard objects
  • Up to 500 custom properties
  • Agent auto-resolution
  • Views + filters replacement
  • Workflow to-do list
  • Weekly monitoring + alerts
  • 30-day undo
  • ✕
    Custom objects
For complex portals

Enterprise

$249/mo

For portals that have outgrown their own schema. Custom objects, deep analysis.

  • All standard objects
  • Up to 2,000 custom properties
  • Custom objects — full assessment
  • Everything in Pro
  • Custom object architecture advice
  • Priority processing queue
  • Quarterly schema health report
  • Direct support

Agency

$699/mo

Unlimited portals for HubSpot partners. Turn CRM hygiene into a revenue driver.

  • Unlimited client portals
  • Unlimited custom properties
  • Everything in Enterprise
  • Multi-portal dashboard
  • White-label reports
  • Monitoring across all portals
  • Priority support
  • Partner co-marketing