Short answer
Start with HubSpot's standard objects: contacts, companies, deals, tickets and parent and child companies. Create a custom object only when a thing has its own lifecycle, its own properties and its own reporting, such as financial accounts, properties or policies. Map associations before you migrate data.
A quick test
A custom object earns its place when all three are true:
- The thing has its own lifecycle or status that changes over time.
- It has several properties of its own, not one or two fields you could put on a contact or company.
- Someone needs to report on it or automate around it.
If it fails the test, use properties, a deal pipeline or company associations instead.
Common choices
| Need | Usually |
|---|---|
| Households | Companies with a household type, or parent and child companies |
| Financial accounts or policies | Custom object associated to contacts and companies |
| Appointments | Meetings and tasks, not a custom object |
| Referral partners | Companies with a type property |
| Real estate properties or assets | Custom object |
Before you build
- Check your subscription. Custom objects need an Enterprise hub.
- Map every association and its label before migration, including which object is the primary one.
- Decide which system is the source of record for the object if it also lives in another platform.
- Count the extra data entry. Each object users must keep up to date is a reason adoption drops.
Official documentation
Frequently asked questions
Do HubSpot custom objects need an Enterprise subscription?
Yes, custom objects require an Enterprise subscription. Check your current hubs and seats with HubSpot before designing around them.
Should households be a custom object in HubSpot?
Usually not. Companies with a household type, or parent and child companies, cover most needs and keep reporting simple. Use a custom object for things with their own lifecycle, such as financial accounts.
Salesforce, HubSpot, Anthropic and OpenAI change their products often. Check the official documentation before you rely on a specific setting, limit or price.