Custom Objects

Custom objects let you extend the CRM beyond standard contacts, companies, and opportunities by creating flexible data types tailored to your business or industry. Track specialized records like equipment, properties, vehicles, pets, demos, or any other entity that matters to your workflow — all within the same CRM.

Custom objects are available with CRM AI Standard and Pro editions. See CRM AI Plans for details.

What custom objects support

• Configurable fields: text, number, date, dropdowns, and more
• Bulk Import: upload CSVs, map fields, and populate records at scale
• Automations: trigger workflows on object create, update, list entry, or list exit — and update custom object fields from automation actions
• Smart lists: segment custom object records with the same filter power as contacts and companies
• API: programmatically create, update, and sync custom object records from external systems

Why use custom objects?

Standard CRM records cover common sales workflows, but many businesses need to track data specific to their industry. Custom objects give you the flexibility to:

• Model any data your business depends on: track assets, subscriptions, locations, equipment, pets — anything that previously lived in spreadsheets or external tools.
• Automate around unique business processes: because custom objects power smart lists and automations, you can create workflows that trigger off object activity, dates, or relationships.
• Unify all customer-related data: custom objects become first-class CRM entities, so sales and service teams see the full context of every customer in one place.

Examples of custom objects

Industry	Custom object	What it tracks
Real estate	Properties	Listings, addresses, square footage, asking price
Home services	Equipment	Make, model, install date, warranty status
Automotive	Vehicles	VIN, year, mileage, service history
Property management	Units	Tenant, lease dates, rent amount, maintenance requests
Healthcare	Patients	Visit history, provider, insurance information
Pet services	Pets	Breed, last grooming date, vaccination status
Sales operations	Demos	Who booked, who presented, who researched

Create a custom object

1. Navigate to Administration → CRM Objects.
2. Click Add custom object.
3. Name your object and configure its fields (text, number, date, dropdown, and more).
4. Save.

Once saved, the custom object appears directly in the CRM navigation alongside standard objects. You can begin populating records manually, via bulk import, or through the API.

Import custom object records

The Bulk Import workflow supports custom objects, making it easy to migrate asset lists, service records, inventory data, or any other custom dataset into the CRM.

1. Go to the Bulk Import workflow.
2. Upload your CSV.
3. Choose your custom object under Import As.
4. Map the CSV columns to your custom object fields.
5. Complete the import.

Power automations and smart lists

Custom objects work seamlessly with automations and smart lists, enabling powerful workflow customization.

Trigger automations when a custom object is:

• Created
• Updated
• Added to a list
• Removed from a list

Use automation actions to:

• Update custom object fields
• Retrieve associated contacts, companies, or opportunities
• Send notifications or follow-up messages

This supports vertical-specific workflows such as service reminders, asset management, demo tracking, and multi-step sales processes.

Common use cases

Service reminders

Businesses that manage customer-owned assets can automate maintenance reminders.

Example: pet grooming business

A grooming business creates a Pet object with a field for Last Grooming Date.

• Smart list: Pets where Last Grooming Date is at least 180 days old
• Automation:
  1. When a Pet enters the list
  2. Retrieve the associated contact
  3. Send an SMS (Conversation AI required) or email reminder (Campaign Pro required)

Sales-specific objects

Track processes that don't belong inside an Opportunity.

Example: demo tracking

Create a Demo object linked to opportunities with fields like:

• Who booked
• Who presented
• Who researched

Automations can then update demo records or move opportunities forward based on booking events.

API support

Custom objects are fully supported through the API. You can programmatically create, update, and sync object records from external systems or custom applications. Custom object upsert is supported via API.

FAQs

Who has access to custom objects?

All users with access to CRM Administration can create and manage custom objects.

Can I automate around custom object activity?

Yes. Smart lists and automations support custom object fields and their relationships with contacts, companies, and opportunities.

Can I import records into a custom object?

Yes. Custom objects appear as options in the Bulk Import workflow. Upload a CSV, choose your custom object under Import As, and map the fields.

Can I link a custom object to contacts or companies?

Yes. Custom objects can be related to standard CRM objects and pulled into automations to retrieve the associated contacts, companies, or opportunities.

Can developers sync custom objects programmatically?

Yes. Custom object upsert is supported via API.

Which CRM AI editions include custom objects?

Custom objects are included with CRM AI Standard and Pro. See CRM AI Plans for the full feature comparison.