Duplicate Records Are Quietly Hurting Your Law Firm: How Plauti Fixes Duplicate Management in Litify

Picture this: the same client calls your firm, fills out your web form, and gets sent over by a referral partner. Three entry points, one person, and now three separate records in Litify.

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Multiply that by every intake, every medical provider, every insurance adjuster your firm touches, and you get a database full of duplicates. That's not just messy. It means:

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• Conflict checks that miss things. If a prior matter sits under a duplicate record, your conflict check won't find it.

• Split case histories. Half the story lives on one record, half on another.

• Wasted staff time. Your team digs through near-identical records instead of working cases.

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The good news: this is a solved problem. The solution is called Plauti, and here's how it works with Litify.

What is Plauti, and why does it work so well with Litify?

Plauti is one of the most established data quality tools on the Salesforce AppExchange. Its core product, Plauti Deduplicate, finds and merges duplicate records automatically.

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Litify is built natively on Salesforce. That means Plauti plugs straight into your Litify org: no middleware, no separate login, and processing stays inside Salesforce when jobs run on‑platform.

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For your firm, that translates to:

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• Duplicates get caught at the door. Whether a record comes from manual entry, a web form, a list import, or an integration, Plauti checks it before it lands.

• Smart matching, not just exact matching. "Jon Smith" and "Jonathan Smith" with the same phone number? Plauti's fuzzy matching (25+ configurable algorithms) catches what the naked eye and basic tools miss.

• Bulk cleanup. Salesforce natively merges only three records at a time. Plauti merges groups of up to 50 records at once and runs them in bulk, so years of accumulated mess can be cleaned up in one project.

• It understands your Litify setup. Dedup jobs can be scoped by the fields that matter in a Litify org, like Account record type, so individual clients and businesses are matched separately and correctly.

What this looks like in a real firm

ECHO implemented and maintains Plauti for Ricci Law Firm Injury Lawyers, a plaintiff personal injury firm running Litify. Here's what that engagement looks like in practice:

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First, we made sure Plauti was the right choice. We benchmarked it against Salesforce's built-in duplicate rules and DemandTools, a dedicated dedup tool we've used on prior engagements. Plauti won on no-code configuration and smarter matching, like checking both a primary and an alternate email field for the same person.

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Then we rolled it out safely. Sandbox first, configuration and testing, an onboarding session with a Plauti specialist, and only then production.

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Now it runs on autopilot. A monthly dedup job scans the database, scoped by Account record type so people and businesses never get mixed up. After each run, an automated Flow creates review tasks for the team, so flagged duplicates actually get handled instead of piling up.

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And when something breaks, we handle it. When a package error interrupted a bulk cleanup, we diagnosed it and worked directly with Plauti's support team to resolve it. We also keep an eye on new features, like Plauti's AI Merge Recommendation (which requires a signed data processing agreement to activate), and tell the client honestly whether they're worth adopting.

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What your firm gets out of this

A clean database isn't the end goal - it's the foundation. What you actually get:

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• Conflict checks you can trust

• One complete record per client, per provider, per adjuster

• Intake staff who spend time on intakes, not on detective work

• A database that stays clean, without anyone having to remember to clean it

Ready to see where you stand?

Get a free Salesforce audit. We'll show you where duplicate data is costing your firm time, and whether it's putting your conflict checks at risk.

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