HubSpot custom objects
I design HubSpot data models for relationships that need more than the standard CRM objects can represent.
I led AIHR's Account-based CRM project, linking licenses, deals and professional services through a custom Account object. The case includes its September 2026 snapshot and remaining enrichment work. See the Account-based CRM case.
What I model
I start by checking whether standard objects and associations already describe the relationship. When a custom object is justified, the work covers:
- Data model: object definitions and properties, with association labels and naming conventions.
- Record paths: links to existing contacts, companies and deals, plus rules for newly created records.
- Migration: field mapping and association checks for existing records, including spreadsheet imports where appropriate.
- Daily use: views and filters, reporting and checks for missing associations after rollout.
Testing and rollout
I configure and test the model with sample data before migrating existing records. I document the structure and work through how the team will use and maintain it.
For the Account project, recurring reviews help investigate potential duplicates and missing links. The review supports decisions; it does not automatically repair records.
Platform and scope
Custom objects need an eligible HubSpot Enterprise subscription. I check object and property limits, permissions and the reporting requirements before committing to the model.
Standard objects may offer features a custom object cannot replace. Scope, rollout responsibility and ongoing review need to be agreed before changes are made.
More about my approachQuestions about this area of HubSpot? Get in touch.