How to Find and Replace in HubSpot (2026 Guide)

If you have ever tried to find and replace text across your HubSpot portal, you already know: the feature does not exist. There is no Ctrl+H for your CRM. No "Find and Replace" button hiding in a menu. HubSpot gives you powerful tools for creating records, building workflows, and running reports, but when it comes to changing a value across hundreds or thousands of records at once, you are left with workarounds.

This guide covers why that gap exists, what your options are today, and how to run a true bulk find-and-replace across contacts, companies, deals, tickets, blog posts, and custom objects.

Why HubSpot does not have native find and replace

HubSpot is built around individual record views. You can edit a single contact, update a single deal, or tweak a single blog post. The platform assumes most edits happen one at a time, often triggered by a form submission, a workflow, or a rep updating a record during a call.

Bulk editing exists in a limited form. You can select records in a list view — HubSpot now has a "Select all" option — and set a single property to one value. But that is not find and replace. You cannot search for a specific string within a property, see which records match, and swap it for something else. You certainly cannot do it with pattern matching or across thousands of records.

HubSpot's own community forums have threads going back years requesting this feature. The workarounds people suggest fall into three categories, and each one has real problems.

The workaround options (and their problems)

Option 1: Manual editing, record by record

The most common approach for small changes. Open a list view, filter by the property value you want to change, and click into each record to update it.

This works when you have five records. It falls apart at fifty. At five hundred, it is not a serious option. You will spend hours on repetitive clicking, and one missed record means your data is inconsistent again.

Option 2: CSV export, edit in a spreadsheet, re-import

This is the approach most HubSpot consultants recommend for larger changes. The workflow looks like this:

1. Create a list or view filtered to the records you need to change
2. Export to CSV
3. Open the CSV in Excel or Google Sheets
4. Use the spreadsheet's find-and-replace to make your changes
5. Save the CSV
6. Import the CSV back into HubSpot, mapping columns to properties

It works, but the failure modes are ugly:

• Column mapping errors — If a column header doesn't match a HubSpot property exactly, the import silently skips it or maps to the wrong field. You might not notice until a report breaks weeks later.
• Encoding issues — Special characters, accented names, and emoji can get mangled during the CSV round-trip, especially between Excel and HubSpot.
• No undo — Once the import overwrites property values, the old values are gone. HubSpot does not keep a change history you can bulk-revert.
• Duplicate creation — If you do not include the record ID column or mis-map it, HubSpot may create new records instead of updating existing ones. Cleaning up accidental duplicates is its own nightmare.
• Time — For large datasets, the export-edit-import cycle can take 30 minutes to an hour. If you make a mistake, you start over.

Option 3: Custom API scripts

Developers sometimes write scripts that use the HubSpot API to search for records and update them programmatically. This gives you the most control but requires:

• Writing and testing code (typically Python or Node.js)
• Handling HubSpot's API rate limits (currently 100-190 requests per 10 seconds depending on account type)
• Building your own rollback mechanism or accepting that there is no undo
• Dealing with pagination for large result sets
• Maintaining the script for future use

If you are an engineer comfortable with the HubSpot API, this can work. But most of the people who need find-and-replace in HubSpot are RevOps managers, marketing ops specialists, and CRM admins who should not need to write code to fix a typo across their database.

What a proper find-and-replace looks like

A real find-and-replace tool for HubSpot should work the way find-and-replace works in every other application: search for a string, see the matches, replace it, and have the ability to undo if something goes wrong.

That is what SearchReplace does. See how it works:

Step 1: Connect your HubSpot portal

Sign up and connect your HubSpot account through OAuth. No API keys to manage, no tokens to copy-paste. HubSpot's standard authorization flow grants SearchReplace access to read and write the object types you choose. You can revoke access from your HubSpot settings at any time.

Step 2: Choose your object type and property

Select the object type you want to search: contacts, companies, deals, tickets, blog posts, or any custom object in your portal. Then pick the specific property. For contacts, that might be "Email" or "Phone Number" or "Job Title." For companies, it might be "Name" or "Industry." For blog posts, it could be the body content or the meta description.

Step 3: Enter your search and replacement

Type the string you want to find and what you want to replace it with. You have three search modes:

• Exact match — The property value must equal your search string exactly
• Substring — Find the search string anywhere within the property value
• Regex — Use regular expressions for pattern matching (available on Professional plans and above)

Regex is particularly useful for reformatting data. For example, you could use a capture group to reformat phone numbers from (555) 123-4567 to +1-555-123-4567 in a single operation.

Step 4: Preview the changes

This is the step that separates a safe tool from a risky one. Before anything is written to HubSpot, you see a table showing every record that matched, with the current value and the proposed new value side by side. You can review the list and exclude individual records if needed.

No changes are made until you explicitly confirm. If the preview does not look right, you adjust your search pattern and preview again.

Step 5: Replace

Click Replace. SearchReplace processes the updates in batches, automatically managing HubSpot's API rate limits so you do not hit throttling errors. A progress indicator shows how many records have been updated.

Every operation is logged in your audit trail with the exact timestamp, search pattern, replacement value, and list of affected record IDs.

Step 6: Roll back if needed

Every operation stores a snapshot of the original values. If you notice a problem after replacing, you can roll back the entire operation with one click. The original values are restored to every affected record. No CSV exports, no manual fixes.

The rollback window depends on your plan: 7 days on Free, up to 365 days on Enterprise.

Common use cases

Here are the scenarios that drive most find-and-replace operations in HubSpot:

• Company rebrands — Your company (or a client's company) changes its name. You need to update every mention of "OldCorp" to "NewCo" across contacts, companies, deals, and content.
• Domain changes — Moving from oldcompany.com to newcompany.com. Email addresses, website URLs, and any property referencing the old domain needs updating.
• Phone number reformatting — Standardizing phone formats across your contact database. International format, dashes vs. dots, with or without country codes.
• Property value standardization — You have "US", "USA", "United States", and "U.S." scattered across thousands of records. Pick one and fix the rest.
• Content updates — Updating outdated URLs, fixing broken links, or replacing old branding in blog posts and landing pages.
• Post-migration cleanup — After migrating data into HubSpot from another CRM, cleaning up artifacts, formatting differences, and inconsistent values.

Before running any high-volume operation, score the plan with the free HubSpot Bulk Edit Safety Checklist. It covers scope, permissions, preview quality, rollback, rate limits, validation, and audit evidence.

Getting started

You can run your first find-and-replace operation in under five minutes. Sign up for a free account and connect your HubSpot portal. The Free plan includes 100 records per year with a 7-day rollback window, which is plenty for testing the workflow on your actual data.

For teams that need regex support, higher volume, or longer retention, paid plans start at $495/year.