The 5 Best CRM Cleaning and Enrichment Tools (2025)

Keeping your CRM data clean and enriched isn’t just a maintenance task — it’s a game-changer.

Messy data leads to missed deals and lost time, CRM cleaning, deduplication, and enrichment are essential for keeping your workflows reliable and your teams aligned. But here’s the kicker: finding the right tool to handle all that? That’s just as important as doing the work itself.

In this guide, we’ll share the top 5 tools for CRM cleaning and enrichment so you can stop guessing and start feeling amazing about your CRM again.

Quick Summary:

• Datablist - Best all-in-one solution for deduplication, AI automation, and enrichments.
• Clay - Best for enrichments, visualized workflows, and pre-call account summaries.
• WinPure - Best for profiling, quality control, and flexible deduplication.
• Dedupely - Best for CRM integration and deduplication without enrichments.
• Zoominfo - Best for basic enrichments and deduplication.

What You Should Look For in a CRM Cleaning Tool

I assume your company uses one CRM and not three, right? Why would you then use multiple tools for CRM cleaning, deduplication, and enrichment?

Think of it like having one expert gardener vs. multiple uncoordinated workers - the unified approach works better.

All-in-one solution benefits:

• Eliminates errors from switching between platforms
• Saves time and reduces training needs
• Ensures consistent data formatting
• Better tracking and reporting

I am personally a big fan of keeping things very simple, that's why I use an all-in-one CRM cleaning and enrichment tool. But perhaps you need something else — a tool more focused on deduplication, a tool focused on profiling, or a tool focused on enrichment.

All-in-one solutions are also much easier to use than other tools, according to Datablist customers.

Must-Have Features for CRM Cleaning Tools

When it comes to CRM cleaning, having the right features can make or break the journey. Let's look at the must-have features that will make your CRM cleanup process smooth and effective.

• Custom deduplication rules - Create your own rules to match and merge duplicates exactly how you want them.
• Enrichments - Add missing information from trusted sources to your CRM records automatically.
• Data structuring and extraction - Clean up messy data and extract valuable information from unstructured fields.
• Simple and modern interface - No need for a PhD in data science to clean your CRM.
• Flexibility of cleaning workflows - Customize your CRM cleansing process to match your unique business, not the other way around.
• Affordable - Keep your CRM clean without emptying your wallet.

Now that we have mentioned all the things you should look for, let’s see which CRM cleaning tools stand out in this ranking.

The Best CRM Cleaning and Enrichment Tools

There are probably hundreds of CRM cleaning tools available nowadays, so it can be a challenge to find one that helps you with your CRM cleanup while delivering a simple and comprehensive cleaning experience.

I looked at many tools that promise clean CRMs to their user, and the following selection stood out for various reasons, which I’ll break down in a second. And for those who don’t have the time to read each breakdown in detail, I’ve made a simple table that summarizes everything I’ll talk about

Now let’s review these CRM cleaning and enrichment tools in detail.

1. Datablist - All-in-one CRM Cleaning and Enrichment Solution

Not only is Datablist the only all-in-one solution on the market, but also the best tool when it comes to made-easy CRM deduplication, cleanups, and enrichments, and this is for not only one but so many reasons, let's analyze each one in detail:

1.a - Auto-merge with Sophisticated Rules or AI-powered Deduplication

Datablist's advanced auto-merge feature uses intelligent algorithms to automatically identify and merge duplicate CRM records based on customizable rules.

This allows you to define how to select a master record and whether to combine or drop the values of the duplicate.

• Perfect for cleaning large CRM databases with multiple duplicate entries
• Helps maintain data consistency across your entire CRM system
• Saves hours of manual CRM cleansing work

1.b - Custom Deduplication Rules (AI-Powered)

One thing you're certainly agreeing with me on is that one-size-fits-all never works. Even if Datablist offers dozens of matching rules and options with different algorithms, processors, etc., each business is unique — that's why this feature is crucial for successful CRM cleaning.

AI deduplication gives you complete control over how to handle duplicate data. Here are a few ideas on how to use it:

• Label duplicates for review
• Create custom rules to determine master records
• Define your own merge logic

The possibilities are endless - you're never limited in how you want to manage your data.

Datablist is the only tool with custom AI deduplication

1.c - Automate Google Searches on Accounts and Contacts

Let's be honest - if you don't personalize client interactions, you're missing out!

Given the current pace of the world we live in, many of us skip researching clients before calls because, well, time is money. But here's the cool thing about Datablist's AI Research Agent: It automates Google searches for you.

The reason why I love this feature is that it saves hours of research time that you can invest in growing your business. I use it almost every day to find beyond-database information about accounts and contacts.

With Datablist’s AI Agent, you could, for example:

• Research potential clients and their latest company news before sales calls
• Find and verify company locations, employee counts, and revenue data
• Discover recent press releases, product launches, or corporate changes

1.d - Comprehensive Data Enrichment

Refreshing CRM data is not only about cleaning but also about data enrichment, which is a game about creating a complete, actionable profile of your contacts and companies.

Datablist helps you enrich your data by adding missing information from 48 trusted sources without needing an account for each one of them.

These enrichment features include:

• LinkedIn Data Scraping - Extract valuable insights from professional profiles
• Company Intelligence - Access comprehensive business information databases
• Email Discovery - Find and verify professional email addresses
• Phone Numbers - Get up-to-date phone numbers

With these powerful enrichment tools, you can transform basic contact records into comprehensive intelligence that drives better decision-making and stronger relationships.

1.e - What People Love About Datablist

• AI Prompt templates
• Sophisticated and yet easy to use
• Transparent and affordable pricing
• Hands-on support for any project or workflow

1.f - Limitations

• Only one native CRM integration (You can still use Zapier, Make, and n8n to connect to over 8,000+ tools)
• Training videos are limited, but custom implementation help is always available.

1.d - Pricing

• Free plan available (Free forever, without a lot of features)
• Starter plan for $25/mo with 5,000 credits/month
• Growth plan for $50/mo with 20,000 credits/month
• Enterprise: Contact for price

2. Clay - The Most Connected Tool for CRM Enrichment

To be honest, Clay is the go-to tool if you need to access 130+ data sources. It has basically an integration with every source on the market, which makes it perfect for CRM enrichments and automated searches, and it has some scrapers too, like Phantombuster and Apify.

While Clay is a very powerful tool for CRM enrichment, automation, and data scraper integration, it has many limitations when it comes to CRM cleaning since it can only find records with exact matches and cannot merge data while removing duplicate records.

2.a - Key Features of Clay

• 130+ connected data sources (not all are native for some, you have to use an API or Webhook)
• Conditional automations
• Intent signals

2.b - Limitations of Clay

• Doesn’t allow deduplication based on one or multiple columns, only entire records
• Many users say it’s overpriced
• The credit system can be confusing and lead to miscalculations

2.c - Pricing of Clay

• Free plan available with limited features
• Starter: $149/month - 2000 credits/month
• Explorer: $349/month - 10000 credits/month
• Pro: $800/month - 50K credits/month

All plans include rolling over up to 2x.

3. WinPure - The Veteran in CRM Cleaning & Deduplication

WinPure is one of the first tools on the market built for CRM cleaning and deduplication. It’s specifically built to clean messy data, identify duplicates based on flexible matching rules, and prepare CRM systems for enrichment. While it doesn't offer enrichments like Datablist, it does its job in data quality and hygiene.

WinPure supports fuzzy matching, phonetic matching, and rule-based deduplication, making it a good option for organizations that want to clean and optimize their CRM before enrichment. However, the old UI is a factor to consider.

3.a - Key Features of Winpure

• Advanced deduplication with customizable match rules
• Fuzzy, phonetic, and exact match logic
• Data profiling and cleansing tools

3.b - Limitations of WinPure

• Not a true automation platform — mostly manual or semi-automated
• No CRM enrichment capabilities (requires external data sources)
• UI is outdated compared to newer tools (you’ll feel like in the 1990s)

3.c - Pricing of WinPure

Not disclosed. You have to request a free trial and get a custom quote afterward.

4. Dedupely - Basic and Simple CRM Deduplication

Dedupely focuses on solving one problem really well: deduplication of CRM records. It’s not as feature-packed as Datablist or WinPure in terms of enrichment or integrations, but it shines in identifying and merging duplicate records based on user-defined criteria.

Built with simplicity in mind, Dedupely integrates with major CRMs like HubSpot and Salesforce, making it a good fit for teams that need a plug-and-play CRM cleaning solution.

4.a - Key Features of Dedupely

• Deduplicate CRM records based on selected columns
• Native integrations with HubSpot, Salesforce, and Pipedrive
• Bulk merge capabilities

4.b - Limitations of Dedupely

• Doesn’t offer data enrichment features
• Not suitable for complex data-cleaning tasks
• Limited automation functionality

4.c - Pricing of Dedupely

Record-based pricing

• Limited free plan - 20 merges only
• Basic: $40/month – 30k records
• Standard: $80/month – up to 60K records
• Pro: $140/month - up to 120k records
• Enterprise: Custom pricing

5. ZoomInfo - Enterprise-Grade CRM Enrichment Platform

ZoomInfo is a dominant player in the B2B data space, known for its vast database and CRM enrichment capabilities. It’s widely used by sales, marketing, and operations teams to enrich leads, contacts, and accounts with real-time data.

However, while ZoomInfo is a powerhouse for CRM enrichment, it falls short in CRM cleaning even though it has a few deduplication capabilities for thorough cleaning it requires pairing with tools like Datablist to properly clean data.

5.a - Key Features of ZoomInfo

• Industry-leading B2B contact and company data
• Real-time CRM enrichment via integrations
• Intent data and buying signals

5.b - Limitations of ZoomInfo

• Lacks built-in deduplication and cleaning features
• Very expensive for small businesses
• Requires clean data input for best results

5.c - Pricing of ZoomInfo

ZoomInfo does not publish pricing publicly. You have to talk to a salesperson to get more information about their pricing.

Frequently Asked Questions About Data Cleaning Tools

What Is the Best Tool for Cleaning CRM Data?

The best tool depends on your specific needs. For comprehensive cleaning and enrichment, tools like Datablist offer all-in-one solutions. For pure deduplication, Dedupely works well. For enterprise-level data enrichment, ZoomInfo is a strong choice.

How Much Does CRM Data Cleaning Software Cost?

CRM data cleaning tools range from free to several hundred dollars per month. Datablist offers a feature-rich free plan that allows you to clean your CRM. To access enrichments for your CRM, paid plans start around $25/month, while other platforms with enrichment features typically cost $100-500/month.

How Do I Remove Duplicates from My CRM?

You can remove duplicates using specialized deduplication tools like Datablist, which uses fuzzy matching algorithms to identify similar records. These tools can detect duplicates based on multiple fields like name, email, phone number, and company name, then merge or delete duplicate entries automatically.

What Is CRM Enrichment?

CRM enrichment is the process of enhancing existing CRM records with additional information from external sources. This includes adding company details, contact information, and other relevant data. Tools like Datablist help with this by giving you access to 48 different sources without needing a subscription to all of them.

How Often Should I Clean My CRM Data?

CRM data should be cleaned regularly, ideally monthly or quarterly. However, the frequency depends on your data volume and how quickly it becomes outdated. Some organizations with high data turnover may need weekly cleaning, while others might manage with semi-annual cleanups.

What Is Fuzzy Matching in CRM Cleaning?

Fuzzy matching is a technique that identifies similar but not exactly identical records. It can detect matches despite minor differences in spelling, formatting, or typos. For example, it can recognize that "John Smith" and "Jon Smyth" might be the same person.