How to Create a Custom Object in HubSpot

To create a custom object in HubSpot, go to Settings → Objects → Custom Objects, enter the object name and its primary display property, then configure associations with contacts, companies, and deals. Choose the name carefully - a custom object cannot be renamed after it is created.

Custom Objects in HubSpot let you capture data that is unique to your business. You can create segments, reports, campaigns, and workflows that combine CRM data with business-specific information like product usage or inventory.

Standard vs. Custom Objects

HubSpot includes four standard objects out of the box:

Contacts — People in your database
Companies — Organizations you work with
Deals — Revenue opportunities
Tickets — Customer support requests

There are also pre-built custom objects available through integrations:

Payments — via HubSpot Payments
Invoices — via accounting integrations
Marketing Events — via Zoom, GoToWebinar, etc.

How to Create a Custom Object

Navigate to Settings in your HubSpot account
Go to Objects → Custom Objects
Enter your object name and primary property
Configure associations with other objects

Important: You cannot rename a custom object after it is created, so choose your name carefully.

What You Can Do with Custom Objects

Once created, custom objects support the full range of HubSpot features:

Pipelines and stages — Track progress through custom workflows
Workflows — Automate actions based on custom object properties
Reports — Build custom reports via the Report Builder
Associations — Connect custom objects to contacts, companies, deals, and other custom objects
Website database — Use custom objects as a website database for dynamic content
Programmatic emails — Include custom object data in automated emails

Working with custom objects in workflows - creating records, copying properties between objects, managing associations - often needs actions HubSpot does not ship natively. Our 0CodeTools app adds those workflow actions. For the data-modeling side, see our guide to lookup fields in HubSpot.

Industry Examples

Sales

Payments, Subscriptions, Invoices, Leads, Partners

Marketing

Webinar Registrations, Conversions, Campaign Assets

Customer Service

Projects, Issues, SLA Agreements

HR

Candidates, Open Positions, Interviews

Insurance

Policies, Beneficiaries, Claims

FinTech

Balances, Transactions, Accounts

Logistics

Lanes, Transport Lines, Shipments

Can I rename a custom object in HubSpot after creating it?+

No. A custom object cannot be renamed after it is created, so choose the object name carefully before you save it.

What is the difference between standard and custom objects in HubSpot?+

HubSpot ships four standard objects: contacts, companies, deals, and tickets. Custom objects let you model business-specific data like subscriptions, policies, or shipments - and they support pipelines, workflows, reports, and associations just like standard objects.

Need help designing your custom object model? Talk to our HubSpot consultants or get in touch - we reply within one business day.