How to Merge HubSpot Portals: The Complete Guide to Consolidating 2, 3 or More Portals

Merging HubSpot portals: the short answer

HubSpot does not offer a built-in way to merge two portals. To combine two, three or more HubSpot accounts, you pick one destination portal, then migrate CRM records, activity history, owners and marketing assets into it through the HubSpot API. Most teams do this with a migration tool such as MigrateMyCRM, a guided service, or both.

TL;DR

• No native merge: HubSpot cannot merge portals. Data must be migrated via API or CSV.
• Pick one target: Absorb the smaller portal into the larger one, or merge everything into a fresh portal.
• Plan first: Agree on dedup rules, owner mapping, property naming and pipelines before you move a single record.
• Test with samples: Run free sample migrations (about 10% of records) until mappings look right.
• Typical timeline: A few days for simple two-portal CRM moves; 4 to 8 weeks for multi-portal consolidations with assets. Origo moved 249,000 records in two months.
• Cost: Self-service starts at $99; guided and custom consolidations typically run $3,000 to $15,000.

Most multi-portal situations start with a deal. A company buys a competitor that also runs HubSpot. A holding group rolls up three agencies. A parent brand absorbs a spin-off it once separated. Overnight, sales leaders want one pipeline, marketing wants one database, and finance wants to stop paying for duplicate seats.

SyncMatters has run more than 30 HubSpot-to-HubSpot projects since late 2024, from single-portal clean-ups to consolidations of three portals into one. This guide covers everything we have learned: when to merge (and when not to), what moves and what doesn't, how to plan, and how to do it yourself step by step with the MigrateMyCRM self-service wizard.

Why companies end up with more than one HubSpot portal

Multiple portals are almost always the result of business change, not bad planning. The five triggers we see most often:

The reverse case matters too. When Origo, one of Iceland's largest tech companies, split into three entities, one division needed its own portal. The same migration techniques apply whether you are combining portals or carving one up.

When to merge, and when to keep portals separate

Merging is the right call when teams sell to the same customers, share one leadership team, and need consolidated reporting. Keep portals separate (or use HubSpot's business-unit features inside one portal) when:

• The companies serve different markets with no customer overlap.
• Legal, data-residency or regulatory rules require separation.
• The acquired company may be sold again within 12 to 24 months.
• You only need shared reporting, which an integration or data warehouse can provide without a full migration. See our custom integrations if two portals must stay in sync.

Choose your consolidation model

There are three ways to consolidate, and picking the right one decides your workload. Most acquisitions fit Model A.

How to decide quickly:

1. Which portal has the higher HubSpot subscription tier and the most automation? That is usually your destination.
2. Which portal has the cleaner data? If neither, consider Model B.
3. Do both brands keep separate marketing, websites and teams? If yes, look at Model C.
4. Is anyone talking about selling the acquired unit? If yes, keep it separable.

Not sure which portal is healthier? Our free HubSpot audit and the Portal Grader app both show asset counts and data quality before you commit.

What HubSpot can and can't do natively

HubSpot gives you export and import tools, but no portal-to-portal merge. One reviewer who moved an old portal into an existing one summed it up on the HubSpot Marketplace: there is "no way to achieve this within HubSpot itself".

What the native CSV route loses:

• Activity timelines. Emails, calls, meetings and notes do not re-import cleanly with their original dates and associations.
• Associations. Contact-to-company-to-deal links must be rebuilt by hand with record IDs.
• Owners and teams. Owner values are tied to users in the source portal and must be remapped.
• Attachments and files. Files on records do not travel in a CSV.
• Marketing assets. Workflows, emails, forms, landing pages and lists need separate handling.

Even for simpler moves, built-in tools often fall short. A German HubSpot user said the native importer missed emails during his Pipedrive move: "HubSpot's built-in migration tool didn't cover everything".

What an API-based migration can move

With MigrateMyCRM, CRM data moves with its history and relationships intact:

Marketing and CMS assets

Assets move through a separate asset migration service: workflows, marketing emails, forms, lists, CTAs, campaigns, landing pages, website pages, blog posts with authors and tags, HubDB tables and Design Manager templates and modules. See the full list on the HubSpot to HubSpot migration page.

What usually cannot move: dashboards and reports (rebuild them), email send and engagement analytics on marketing emails, sequences enrollment history, and connected integrations (reconnect them in the target portal). Origo chose to leave dashboards and reports behind on purpose so the new company could start fresh.

Pre-merge planning checklist

Good planning is most of the work. Origo's CRM consultant put it simply: "Be very well prepared. Map out everything you need to move and leave behind what isn't critical." Use this checklist before you open any migration tool.

1. Audit every portal

• Count records per object (contacts, companies, deals, tickets, custom objects) in each portal.
• Count assets: workflows, forms, emails, lists, pages, blog posts. The Portal Grader app does this automatically.
• List every connected integration (Salesforce, ERP, Zoom, Gong, Stripe and so on).
• Record subscription tiers per Hub, because features differ between Starter, Professional and Enterprise.

2. Decide what to leave behind

• Set filters: for example, skip contacts with no activity in 3+ years, or closed-lost deals older than 2 years. Origo moved 249,000 of 1.3 million records by filtering hard.
• Agree which reports and dashboards will be rebuilt rather than migrated.

3. Agree on dedup rules

• Pick the match key per object: email for contacts, domain for companies, a unique ID for custom objects.
• Decide which record wins when both portals hold the same contact: newest, most complete, or always the destination.
• Read how matching and merging options and Update merged record behave in MigrateMyCRM.

4. Map people, properties and pipelines

• Create every user in the destination portal first, then build an owner mapping table (source user to target user).
• Compare custom properties side by side. Merge duplicates such as "Industry" vs "Industry Type" and align dropdown values.
• Decide whether pipelines merge into one or stay separate per brand, and map each stage.
• Plan lifecycle stage and lead status alignment, since both portals may define them differently.

5. Protect compliance and email health

• Carry over subscription types and opt-out status so you never email someone who unsubscribed in the other portal.
• Check legal basis for processing (GDPR) on migrated contacts. See our security and GDPR approach.
• Plan email domain authentication in the destination before sending from the merged database.

6. Set the cutover plan

• Pick a migration window and a freeze date for the source portal.
• Plan a delta migration for records created after the main run.
• Name one owner per workstream: data, marketing assets, integrations, user training.

How to merge two HubSpot portals with the MigrateMyCRM wizard (step by step)

The MigrateMyCRM self-service wizard lets you merge one HubSpot portal into another without code. It is a HubSpot Certified App with 4,000+ installs and a 4.7 rating from 71 reviews on the HubSpot Marketplace. Samples are free and unlimited, so you only pay when the result looks right.

Before you start: you need Super Admin (or equivalent) access to both portals, users already created in the destination, and your planning checklist done.

1. Create your account. Go to the MigrateMyCRM wizard. No credit card is needed to start.
2. Connect the source portal. Choose HubSpot as the source and authorize the portal you are merging from through HubSpot's secure OAuth login.
3. Connect the destination portal. Choose HubSpot as the target and authorize the portal you are merging into. Tip: if you have a HubSpot sandbox, you can migrate to the sandbox first, then to production.
4. Select objects. Pick contacts, companies, deals, tickets, activities, attachments and any custom objects. On this step, set matching and merging options for each object, for example match contacts by email and update the existing record instead of creating a duplicate.
5. Apply filters. Leave behind stale data: old closed-lost deals, contacts with no activity, test records. Filtering keeps the destination clean and lowers the price, since pricing is based on record count.
6. Review the auto-mapping. The wizard auto-maps standard objects and fields. Then adjust:
   • Users: map every source owner to a destination user.
   • Custom properties: map to existing properties, or let the wizard create missing custom fields and custom objects for you.
   • Picklists: align dropdown values (for example, lifecycle stages or deal stages) between portals.
   • Field usage %: check how much each source field is actually filled, and skip empty ones. For advanced conflict rules, see the merge strategies documentation.
7. Run a free sample migration. MigrateMyCRM moves about 10% of your records into the destination. Open them in HubSpot and check owners, associations, timelines and custom fields. Each new sample automatically removes the previous one, so run as many as you need.
8. Run the full migration. When the samples look right, pay for the plan that fits your record count and start the full run. You can watch progress in the wizard.
9. Run a delta migration at cutover. Teams keep working during the main run. Before switching users over, use a date filter to migrate only records created or updated since the full migration.
10. Validate and switch. Compare record counts, spot-check 20 to 30 key accounts, reconnect integrations, then move users and freeze the old portal.

For a visual walkthrough, see the MigrateMyCRM setup guide.

Merging three or more HubSpot portals

With three or more portals, run them one at a time into the same destination, never in parallel. Each round adds data that the next round must match against, so order matters.

Recommended sequence:

1. Prepare the destination once. Users, properties, pipelines and dropdown values for all portals are created up front, from a single master property map.
2. Migrate the largest or cleanest portal first. It becomes the "golden" base that later portals match against.
3. Add each remaining portal in order of size. Turn on matching (email for contacts, domain for companies) so overlapping customers merge instead of duplicating.
4. Tag the origin of every record. Add a custom property such as "Source portal" (Portal A, B, C). It makes reporting, troubleshooting and any future split far easier.
5. Run deltas for all portals in one cutover window. Then switch every team at once.

Master record rules to agree before round two:

Example timeline for a three-portal roll-up with around 150,000 records and marketing assets: one week of planning and mapping, one week of samples and fixes, two to three weeks for full runs and assets, and one week for deltas, validation and training. That is 5 to 6 weeks in total. Simpler two-portal CRM-only moves often finish within days.

If portals use different HubSpot tiers, plan for the lowest common features. For example, custom objects or business units need Enterprise in the destination. When the rules get complex, a guided or custom migration is usually faster than doing it alone.

Marketing assets, workflows and CMS content

Move CRM data first, assets second. Workflows, lists and forms reference properties, pipelines and owners, so those must exist in the destination before assets arrive.

Two rules that save weeks:

• Turn workflows off on arrival. Migrated workflows should land inactive. Enroll test records first, then switch them on one by one, or you risk emailing the whole merged database.
• Plan redirects before moving websites. If the acquired brand's domain is being retired, map every old URL to a new one to keep search rankings.

Asset migrations are handled by our team as a service. See CMS (asset) migrations for scope.

Post-merge validation and clean-up

A merge is done when the numbers reconcile and users trust the data, not when the progress bar hits 100%. Run these checks in the first week.

• Record counts. Source count minus filtered records minus merged duplicates should equal what arrived, per object.
• Spot-check 20 to 30 key accounts. Open your biggest customers and open deals. Confirm owners, associations, deal amounts and the full activity timeline.
• Associations. Check that contacts link to the right companies and deals, including custom object associations.
• Duplicates. Run HubSpot's duplicate management tool on contacts and companies. Merge leftovers before teams start working.
• Subscriptions. Confirm unsubscribed contacts from every source portal are still unsubscribed.
• Workflows. Test each reactivated workflow with test records before enrolling real ones.
• Reports. Rebuild key dashboards and compare pipeline totals against the source portals.
• Integrations. Reconnect and test every app; make sure old portal integrations are disconnected to avoid double syncing.
• Users and permissions. Assign seats, teams and permission sets; deactivate users who left.
• Archive the old portal. Keep it read-only for 30 to 90 days, then export a backup before you cancel the subscription.

Want a second pair of eyes? A free HubSpot audit after the merge flags duplicates, unused properties and broken workflows.

Self-service, guided or custom: options and pricing

Choose self-service for simple two-portal CRM moves, guided when you want an expert to check mapping, and custom for multi-portal consolidations with assets.

Self-service plans by record count (one-time fee, all with unlimited free samples):

See current prices on the migration pricing page. Every plan includes native and custom fields and objects, custom object creation, filtering, picklist updating and field usage analysis.

What drives the cost of a custom project: number of portals, total records, activity volume (emails and notes add up fast), custom objects, how many assets move, and how many dedup and ownership rules you need.

Real-world example: how Origo moved 249,000 records between HubSpot portals

Origo, one of Iceland's largest tech companies, split into three entities. One division became a standalone company and needed its own HubSpot portal, with years of history intact.

SyncMatters ran discovery to map data flows and dependencies, used MigrateMyCRM for field mapping, and reassigned user and team ownership to match the new structure.

"It was a huge weight lifted off my shoulders to trust SyncMatters with the migration, so I could focus on preparing the new portal for our needs."

Snorri Guðmundsson, CRM Consultant, Origo

"You took the time to explain everything—what could and couldn't be migrated—and worked with us to find solutions where needed."

Snorri Guðmundsson, CRM Consultant, Origo

What other HubSpot users say

SyncMatters is a HubSpot Elite Solutions Partner rated 4.9 from 93 reviews on the HubSpot Solutions Directory, with 94% five-star ratings. The MigrateMyCRM app holds a 4.7 rating from 71 reviews on the App Marketplace.

• A customer who moved an old HubSpot account into an existing one chose SyncMatters after testing several options, noting there is "no way to achieve this within HubSpot itself".
• Rob Earle of First Quartile Consulting described a complex move: "their team made it smooth and well-executed from start to finish".
• A September 2026 app reviewer praised clear communication and fast help whenever questions came up during their HubSpot migration.

8 common mistakes when merging HubSpot portals

1. Migrating before users exist. Without destination users, every record lands unassigned and owner history is lost.
2. Skipping the dedup decision. Two portals almost always share customers. Without match rules, you double your contact count and your HubSpot bill.
3. Moving everything. Old, inactive records raise the price and clutter the new portal. Filter first.
4. Merging properties blindly. Two "Industry" fields with different dropdown values create broken reports. Align values before migrating.
5. Activating workflows on arrival. Migrated workflows can email thousands of contacts at once. Keep them off until tested.
6. Losing opt-outs. A contact unsubscribed in one portal must stay unsubscribed in the merged one. This is a compliance issue, not just a courtesy.
7. Forgetting the delta. Sales keeps selling during the migration. Without a final delta run, the last weeks of activity disappear.
8. Cancelling the old portal too early. Keep it read-only for 30 to 90 days so teams can check history, and export a backup before you cancel.

The common thread is skipping the test run. Free sample migrations catch most of these issues before they reach your live portal.

Frequently asked questions

Can you merge two HubSpot portals?

Not natively. HubSpot has no merge button between portals. You migrate data from one portal into the other via the HubSpot API, using a tool like MigrateMyCRM or a migration partner.

How long does it take to merge HubSpot portals?

A two-portal CRM-only merge can finish in hours to a few days. Consolidations with marketing assets or three or more portals typically take 3 to 8 weeks. Origo moved 249,000 records in two months.

Will I lose email history and activity timelines?

No, if you use an API-based migration. Emails, calls, meetings, notes and tasks move with their original dates and associations. CSV imports usually lose them.

What happens to duplicate contacts when merging portals?

You set matching rules (for example, by email) so overlapping contacts merge into one record instead of being created twice. You also decide whether the incoming data updates or only fills empty fields.

Can I merge three or more HubSpot portals into one?

Yes. Migrate portals one at a time into the same destination, largest first, with matching turned on so later rounds merge into existing records.

Can workflows, forms and landing pages be moved between portals?

Yes, through an asset migration. Workflows, forms, emails, lists, pages, blog posts and templates can move. Dashboards, reports and integrations are usually rebuilt or reconnected.

How much does it cost to merge HubSpot portals?

Self-service with MigrateMyCRM is free up to 100 records and starts at $99 for up to 5,000 records. Guided migrations add $750. Custom multi-portal consolidations typically cost $3,000 to $15,000.

Can teams keep working during the migration?

Yes. The source portal stays live. A final delta migration moves records created or changed during the main run before you switch users over.

Can I test before committing?

Yes. MigrateMyCRM runs free, unlimited sample migrations of about 10% of your records, so you can check the result in HubSpot before paying.

Is my data secure during a portal migration?

SyncMatters is ISO 27001 certified and connects through HubSpot's secure OAuth. See our security policy.

Ready to merge your HubSpot portals?

Merging HubSpot portals after an acquisition comes down to four decisions: which portal survives, what you leave behind, how duplicates resolve, and who owns what. Get those right, test with samples, and the migration itself is the easy part.

Pick your next step:

• Do it yourself: Start a free sample migration in the MigrateMyCRM wizard. No credit card needed.
• Get expert help: See HubSpot to HubSpot migration options for guided and custom consolidations.
• Talk it through: Book a call with our team about your portals, record counts and deadline.

Moving to HubSpot from another CRM as part of the deal? See all HubSpot migrations and HubSpot implementation services.

Sources

• SyncMatters partner profile and reviews, HubSpot Solutions Directory
• MigrateMyCRM app listing, pricing and reviews, HubSpot App Marketplace
• SyncMatters (Trujay) legacy partner profile reviews
• Origo case study
• HubSpot to HubSpot migration page (objects and assets list)
• SyncMatters HubSpot CRM: 31 closed-won HubSpot-to-HubSpot projects, Oct 2024 to Oct 2026 (internal, anonymized)