Where furball is going next

furball started by fixing how data enters HubSpot. We're growing it into a CRM-agnostic orchestration platform that connects your systems, applies one standard to every source and keeps your data AI-ready.

Shape the roadmap with usSee what's coming

Our vision

One standard for data, whatever your CRM

Customer data rarely lives in one place. It arrives from events, webinars, partners and business systems, often across more than one CRM, each with its own formats, gaps and duplicates.

furball began where we often saw CRM problems start: imports. Today it controls how data enters HubSpot, then audits and heals what's already there, so your teams can trust what they see.

Next, we're taking the same approach beyond spreadsheets and beyond a single CRM, adding APIs, scheduled jobs and new CRM connectors, so furball can orchestrate data across all of your systems.

Your sources

  • Spreadsheets
  • Webinars & events
  • Partners & trade press
  • System exports
  • APIs (on the roadmap)

furball

  • Ingest
  • Match
  • Standardise
  • Audit
  • Govern

Your CRMs

  • HubSpot
  • Salesforce (on the roadmap)
  • Pipedrive (on the roadmap)
  • Microsoft Dynamics 365 (on the roadmap)
Available todayOn the roadmap

The roadmap

From smarter imports to multi-CRM orchestration

Each step builds on the last. As furball reaches more sources and more CRMs, the same matching, standardisation and governance come with it.

  1. Available now

    Trusted HubSpot data

    Bring new data into HubSpot through a guided, governed process, then audit, deduplicate and standardise what's already there.

  2. Coming soon

    Smarter imports

    Less preparation for every file, with templates that recognise your data, delta imports, automated events and full object support.

    • Import templates

      furball recognises the type of file you upload and applies the right settings, or suggests them.

    • Delta imports

      Import only the rows added since your last run, ideal for on-demand webinar attendance files that keep growing.

    • Automated events

      Create custom events and keep their occurrences up to date automatically, instead of preparing them as files.

    • More object types

      Import every object HubSpot's own import tool supports, from deals and tickets to your custom objects.

  3. Planned

    Beyond spreadsheets

    API sources and scheduled jobs turn the Studio from a guided import tool into a platform that orchestrates data between systems.

    • API data sources

      Bring data in directly from other systems' APIs, with the same preparation, matching and validation as files.

    • Scheduled imports

      Run ingestion jobs on a schedule, making recurring data work a governed process rather than another manual upload.

    • A path to integration

      Prove mappings and matching with files first, then keep the same flow running when the source moves to an API.

    • Data orchestration

      Sources, schedules, rules and approvals in one place, so the Studio orchestrates data rather than just importing it.

  4. On the horizon

    Beyond a single CRM

    A CRM-agnostic furball that works with Salesforce, Pipedrive and Microsoft Dynamics 365, opening the way to multi-CRM orchestration.

    • CRM-agnostic platform

      Matching, standardisation, audit and governance rules that work the same way, whichever CRM holds your data.

    • More CRM connectors

      Connect Salesforce, Pipedrive and Microsoft Dynamics 365 alongside HubSpot, with the same guided import process.

    • Multi-CRM orchestration

      Coordinate data flows between CRMs, with shared matching rules and controls to reduce conflicting updates and duplicate loops.

    • Cross-CRM audits

      Audit data quality and find duplicates across every connected CRM, measured against one shared standard.

This roadmap shows where we’re heading, not a delivery schedule. Priorities, timing and scope may change as we learn from our clients, and planned features aren’t commitments until they’re released.

Our principles

What stays the same as we grow

More sources, schedules and CRMs should never mean less control. These principles guide every step on the roadmap.

Control before automation
New sources, schedules and CRMs follow the same matching, review and approval rules as today's imports.
Consistent and traceable
One standard for every source, so automated data flows stay as accountable as a reviewed import.
Security built in
Role-based access, enterprise-only AI and our compliance work extend to every new source, schedule and CRM.
Expertise included
Run furball yourself or let Cat Media run it for you, from a single import to a full multi-CRM integration.

See our compliance roadmap

Get started

Shape what comes next

Running more than one CRM, planning a migration or preparing an integration? Tell us what you need, and we'll show you what furball can do today and what's on the way.

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