CRM and Integrations Updated
What are custom objects in a CRM?
The short answer
Custom objects are record types you create to track things your CRM does not track by default, such as loans, properties, vehicles, or subscriptions. They connect to contacts, companies, and deals so your team sees the full picture in one place.
Key points
- Standard objects are contacts, companies, deals, and tickets.
- Custom objects hold business specific records.
- They can be linked to standard records and to each other.
- They can be used in lists, workflows, and reports.
Official references
Examples by industry
- Mortgage: loan files with status, amount, and close date.
- Home services: service agreements and equipment.
- Automotive: vehicles and service history.
- SaaS: subscriptions and product usage.
When not to use them
If a simple property on a contact or deal does the job, use that instead. Custom objects add structure, and structure takes upkeep.
From our team
How Proven ROI helps
Proven ROI designs custom objects in HubSpot and syncs them with industry systems such as loan origination and field service platforms.
Talk to a real personCommon follow up questions
- Does every HubSpot plan include custom objects?
- No. Custom objects are available on higher HubSpot tiers. Check your current plan before you design around them.