HubSpot has evolved from a marketing-focused platform to a comprehensive and flexible CRM that adapts to any type of business. In this process, one of the most powerful features it has incorporated is Custom Objects, which allow companies to structure their data in a way that is fully adapted to their operating model.
If you've ever encountered limitations when managing information that doesn't fit into standard objects (such as Contacts, Companies, or Deals), HubSpot's custom objects may be the solution you're looking for. With them, you can model information according to your own processes, improve data traceability, and optimize automation across all teams.
In this article, we explain exactly what they are, how they work, and how to get the most out of them, including the new features HubSpot is launching in 2025 related to personalization and renaming objects.
What is an object in HubSpot, and what is it used for?
At HubSpot, an object is an entity that stores information within the CRM. Each object contains properties (specific data) and can be related to other objects to provide a complete view of each process, customer, or action.
The best-known objects are Contacts, Companies, Deals, and Tickets, known as default objects or standard objects. Thanks to these, HubSpot allows you to structure information in a consistent manner and visualize the relationships between leads, customers, opportunities, and service teams.
However, not all companies fit into such a generic data structure. When internal processes or business models require storing very specific information, Custom Objects come into play.
What distinguishes a Custom Object from standard objects?
While standard objects are predefined and cannot be modified in nature, HubSpot's Custom Objects allow you to create data structures that are fully tailored to your business needs.
For example, a school could create a custom object called Courses, an agency could have Projects, and a SaaS company could create Subscriptions. This means you can model your CRM information flexibly, without relying on the limitations of default objects.
In addition, custom objects behave just like standard objects: they support properties, views, pipelines, automations, reports, and associations with other objects. In other words, they integrate fully into the HubSpot CRM ecosystem while maintaining their native logic.
Key features offered by custom objects
Custom fields
Each Custom Object can contain custom fields that define the specific information you need. For example, if your object is Projects, you could create properties such as “Delivery date,” “Assigned budget,” or “Project status.”
These fields allow you to capture relevant data without overloading standard objects, keeping your CRM cleaner, more organized, and aligned with the reality of your business.
Properties and associations
Custom Objects can be associated with other objects, such as Contacts or Deals, creating bidirectional relationships. This functionality is especially useful for companies with complex structures, as it allows for the analysis of interactions and dependencies between entities.
For example, a Course object could be associated with several Contacts (students), and each contact could be linked to multiple courses. All of this is managed visually from the CRM, without the need for external development.
Automations and integrations
Custom objects are fully compatible with HubSpot automations. You can create workflows that trigger when custom records are created, updated, or deleted, or even when certain properties change.
In addition, they can be integrated with external tools using the HubSpot API, making them a powerful resource for synchronizing data between systems. For example, you could link a Subscription object to an ERP or your billing platform.
Where and how Custom Objects are applied within the CRM
Custom Objects apply to multiple contexts within HubSpot CRM, especially in companies seeking an advanced and scalable data model.
Some common use cases:
- Service companies that need to manage projects, contracts, or deliveries.
- B2B e-commerce companies that want to monitor catalogs, orders, or products.
- SaaS startups that need to control subscriptions, licenses, or active users.
- HR departments that want to manage recruitment or training processes.
Its main advantage is flexibility: you can customize the structure of your CRM without losing HubSpot's native integration, maintaining the power of the marketing, sales, and service ecosystem.
If your company needs help designing an efficient CRM architecture and getting the most out of this functionality, you can count on a HubSpot Partner Agency like mbudo, which specializes in customized implementations.
What's new in 2025: renaming standard objects
One of the major new features HubSpot is launching in 2025 is the ability to rename default objects, a feature eagerly awaited by CRM administrators.
Which default objects can be renamed?
Initially, this update will allow you to change the names of objects such as Contacts, Companies, Deals, or Tickets within your account. This way, each organization will be able to adapt the CRM language to its own internal terminology.
For example, an agency could rename “Businesses” to “Projects” or ‘Companies’ to “Clients.” This improves the user experience and makes it easier for teams to adopt the tool.
Implications for users and account administrators
Renaming standard objects will impact how users view and work in HubSpot. Although it does not alter the internal structure of the data, it will affect views, pipelines, dashboards, and automations.
Therefore, it is important to plan the change carefully and communicate it to all users before implementing it. Otherwise, confusion could arise in internal processes or in the naming of reports.
Recommendations before applying changes
Before taking advantage of this new feature, we recommend that you:
- Define a clear naming convention that is aligned with your business model.
- Review workflows, reports, and pipelines to avoid inconsistencies.
- Test the change in a controlled environment or a test account if possible.
At mbudo, we help companies implement these new features securely, while maintaining the consistency of their CRM strategy.
How to create and manage Custom Objects step by step
Creating a Custom Object in HubSpot is a very simple process if you have the appropriate permissions and access to the API.
- Define the object structure: decide what type of entity you want to create and what properties it will contain.
- Access the advanced configuration tool: within your HubSpot account, go to Settings → Objects → Custom objects.
- Create the object: assign an internal name, a public name, and define its basic properties.
- Establish associations: link your new object to the relevant standard objects (e.g., Contacts or Deals).
- Configure views and permissions: customize which users will be able to access or modify records.
- Integrate the object into your processes: create automations, reports, or dashboards that use data from the new object.
And if you need practical guidance on how to do it correctly, our team can help you define the most appropriate data strategy for your organization. Contact us here.
Why Custom Objects Make a Difference in Your CRM Strategy
HubSpot Custom Objects are much more than just advanced functionality: they represent a qualitative leap in the way information is modeled, analyzed, and automated within the CRM.
Thanks to them, companies can adapt HubSpot to their business reality and not the other way around, achieving more consistent, personalized, and efficient management.
Furthermore, with the arrival of new features such as standard object renaming, HubSpot reaffirms its commitment to CRM flexibility and scalability.
If you want to implement custom objects or redesign the structure of your CRM, at mbudo, an inbound marketing agency and HubSpot Partner Agency, we accompany you step by step to maximize the value of your strategy and take your HubSpot to the next level.
Andrea Huerta
Graduated in Marketing, Andrea has found her passion for Digital Marketing and Inbound Marketing at mbudo. Her motivation is to learn and improve day by day. At mbudo, Andrea collaborates on social media campaigns, email marketing campaigns, and there is no certification that she can't conquer!