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Custom objects in HubSpot: when do you need them?

Written by Emelie | Oct 19, 2026, 7:54:50 PM

HubSpot has standard objects for contacts, companies, deals and tickets. But sometimes they are not enough. A real estate company has properties, a SaaS company has licenses, a training company has course dates. Then custom objects can be the solution. But they are not always the right answer.

In short: Custom objects let you model data that does not fit HubSpot's standard objects, such as properties, subscriptions or machines. They require Enterprise. Before you create a custom object, check whether a property, an association or one of HubSpot's newer standard objects is enough.

What is a custom object?

A custom object is a new type of record in HubSpot with its own properties, its own pipeline if you want, and associations to contacts, companies, deals and other objects. It works in lists, reports and workflows just like the standard objects.

Examples of custom objects

  • Subscriptions or licenses for a SaaS company, with start date, renewal date and value.
  • Properties for a property manager, associated with tenants and tickets.
  • Machines or installations for an industrial company, with serial numbers and service intervals.
  • Brands or business units in a group with several brands.
  • Partners or resellers with their own agreements and tiers.

When is it not needed?

Many create custom objects unnecessarily. Ask yourselves first:

  1. Is a property enough? If you only need one or two values per company, a property may be enough.
  2. Can a standard object be used? HubSpot has added more standard objects, for example for projects, services and appointments. Products and quotes exist too.
  3. Does it need many to many associations? That is often where custom objects add the most value, for example a contact associated with several licenses.
  4. Will you report on it? If the answer is no, it is rarely worth the complexity.

How to create a custom object

  1. Draw the data model: which objects exist and how do they relate?
  2. Decide on properties and which one is the primary display property, such as license number.
  3. Create the object in settings under data model, or via API.
  4. Set up associations, ideally with labels that describe the relationship.
  5. Import data and build the views, reports and workflows you need.

Keep in mind

  • A custom object is hard to remove once it is in use. Plan carefully.
  • Integrations often need to be adapted to write to custom objects.
  • The AI agents and Context Home need to understand what the object means, so document it.

Frequently asked questions about custom objects in HubSpot

What are custom objects in HubSpot?

Custom objects are your own types of records in HubSpot with their own properties and associations, for data that does not fit the standard objects contacts, companies, deals and tickets.

Which edition is required for custom objects in HubSpot?

In HubSpot's new pricing model, custom objects are included from Professional. On older hub-based subscriptions they require Enterprise.

Can you report on custom objects?

Yes. Custom objects can be used in custom reports, lists and workflows just like standard objects.

How many custom objects can you create?

There are limits on the number of objects, properties and records that depend on your edition. See HubSpot's technical limits for current numbers.

Are custom objects the same as custom properties?

No. A custom property is a field on an existing object. A custom object is an entirely new type of record with its own fields and associations.

Summary

Custom objects are powerful when your business has data that does not fit HubSpot's standard objects. But they add complexity, so first check whether a property or a standard object is enough.

Wondering what your data model in HubSpot should look like? Get in touch with LeadLabs, CRM architecture is one of our specialties.

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