CleanSmart is a no-code data cleaning tool for the people who own the CRM. It connects to the systems you already use, finds the duplicates, standardizes the formatting, fills the gaps it can defend, flags the values that look wrong, and shows you every change before any of it is final.
It exists because the alternatives were a spreadsheet and a weekend, a consultant and an invoice, or an enterprise data quality platform priced for a team that has a data engineer. None of those work for a company where the CRM is somebody's third responsibility.
What it actually does
Most tools solve one slice of the problem, which means a real cleanup is four tools and four exports. CleanSmart runs four passes over the same dataset in one go:
- SmartMatch — finds duplicate records, including the ones exact matching misses. "Jon Smyth" and "Jonathan Smith" are the same person, and rule-based matching does not know that.
- AutoFormat — standardizes phone numbers, addresses, names, and dates so the same value stops being stored six different ways.
- SmartFill — fills missing fields where there is enough evidence to justify it, and leaves the rest alone.
- LogicGuard — flags anomalies and values that break your own logic, before they reach a report or a forecast.
You can see the whole sequence on How It Works.
The Clarity Score
Before you change anything, CleanSmart scores the dataset from 0 to 100 across completeness, consistency, duplication, and anomalies. It is a starting number and a way to prove the cleanup worked — and it is how most people find out that the list they have been running campaigns against is in worse shape than they assumed.
Two rules we build by
Nothing changes without a confidence score. Most cleaning tools make a decision and move on — they merge, they reformat, they fill, and they assume they were right. CleanSmart scores every proposed change. High-confidence fixes apply automatically; anything uncertain gets flagged rather than forced.
Nothing is final until you have seen it. Every change is reviewable before it commits. You see the original value, the suggested value, and how confident the system was, and you approve it, reject it, or override it. People do not distrust data tools because the tools are dumb. They distrust them because the tools are confident and invisible.
Both rules cost us some of the "one click and you're done" pitch. We think that is the right trade when the thing being changed is your customer database.
Who it is for
Marketing, sales, and revenue operations people at small and mid-sized companies — the person who inherited the CRM, notices it is degrading, and has neither the budget for a data quality platform nor an engineer to write matching logic. If you have ever looked at a contact list and known in your gut that it was lying to you, that is the job this was built for.
Where it connects
CleanSmart works with HubSpot, Klaviyo, Mailchimp, and Shopify, and with CSV files from anywhere else. Setup guides for each are in the Help Center.
How we handle your data
Cleaning a database means being trusted with it. Our processing, retention, and access practices are documented on the Security page, and what we collect and why is in the Privacy Policy.
Who is behind it
CleanSmart is built by CleanSmartLabs, founded by William Flaiz after more than twenty years running MarTech and data operations at Novartis, Razorfish, and BestReviews — largely spent discovering that the data was the bottleneck. The full background, and everything he has written here, is on his author page.
Get in touch
Questions about the product, security review requests, partnership enquiries, or a problem with your account — email william@cleansmartlabs.com and it reaches a human. Setup and troubleshooting documentation lives in the Help Center.
If you would rather just see it work, start a free trial — no credit card — or walk through the product demo first.