HubSpot's standard objects — contacts, companies, deals, tickets — cover most B2B needs. But some businesses track something they don't represent: subscriptions, properties, shipments, projects, enrollments. Custom objects let you model data HubSpot doesn't have a built-in object for, with their own properties and associations to the rest of your CRM — but they're a tool to use deliberately, not by default. Here's the practitioner's read on creating them, editing them, and knowing when you actually need one.
What is a custom object, really?
It's a new record type you define yourself — with its own properties — that connects to standard objects so it lives inside the rest of your CRM data. A standard object like a deal comes with properties HubSpot built. A custom object is one you create: you name it, give it properties, and associate it to contacts, companies, or deals. Worked example: a company that manages physical equipment creates an "Asset" custom object — each asset has a serial number, install date, and warranty status, and associates to the company that owns it. Now a salesperson on a company record can see every asset that company has, right alongside the deals and tickets. That context didn't exist in standard objects.
When do you actually need one?
Create a custom object only when you're tracking many records of a distinct thing that needs its own properties and relationships — otherwise a property or a standard object is simpler. The test: is this a real entity with multiple instances per customer, its own fields, and a relationship to your CRM? Subscriptions, properties, vehicles, courses — yes. But "renewal date" is a property on a deal, not a new object; a one-off note is a note, not an object. Worked example: a team built a custom object for something that was really just a status field, and ended up maintaining a whole object type for data one dropdown could hold. Reach for the smallest tool that fits.
How do you create and edit one?
Define the object and its properties in settings, set up associations to standard objects, then edit properties as your needs change — carefully, because the schema is shared. In HubSpot, custom objects are created in the object settings (available on the higher tiers, and the initial schema is often set up via the API or with help). You define the object's name, its unique properties, and how it associates to contacts, companies, deals, or tickets. Editing is mostly adding or adjusting properties and association types over time. The caution: a custom object's structure is shared across every record of that type, so renaming or removing a property affects all of them — change the schema with the same care you'd give a standard object, and test on a small set first.
What do you need to plan before you build?
Decide the properties, the unique identifier, and the associations up front — because retrofitting structure onto a populated object is painful. Before creating anything, write down: what properties each record needs and their field types, what makes each record unique, and which standard objects it should connect to (and in which direction). Get the associations right early — they're what make the object useful instead of an isolated list. This is the order we follow with clients: confirm a custom object is genuinely needed, design the schema and associations on paper, build it, then populate. Building first and planning later is how you end up rebuilding.
The IV-Lead take
Custom objects are one of HubSpot's most useful capabilities for B2B companies with a real entity that standard objects can't hold — and one of the easiest to overuse. The teams that get value from them are disciplined: they reach for a property or a standard object first, create a custom object only when the data genuinely warrants it, and design the schema before they build. Done right, a custom object gives your team context they couldn't see before; done casually, it's another thing to maintain. As a HubSpot Gold Solutions Partner with 30+ accreditations, we help clients tell the difference.
Not sure whether your use case needs a custom object? Book a 30-minute portal audit — we'll tell you straight whether a custom object, a standard object, or a simple property is the right fit, and how to set it up cleanly. For the bigger picture, see how we approach HubSpot implementation and optimization.
Frequently asked questions
What's the difference between a custom object and a custom property?
A property is a field on an existing record — like a deal's renewal date. A custom object is an entirely new record type with its own properties and associations. Use a property when you're adding a detail; use a custom object only when you're tracking a distinct entity.
Which HubSpot plan do I need for custom objects?
Custom objects are available on the higher Enterprise tiers. Check your current plan, since the exact requirements change over time.
Can I delete or rename a custom object's properties later?
Yes, but the schema is shared across every record of that type, so changes affect all of them. Plan the structure up front and test edits on a small set before applying them broadly.
How do custom objects connect to contacts and companies?
Through associations you define. A custom object record can associate to contacts, companies, deals, or tickets, so the data shows up in context on those records instead of living in an isolated list.
