Custom objects

Users can create their own record types beyond contacts, companies and deals, such as subscriptions, properties or projects, with their own fields and links.

On this pageWhat it is

What it is
Why it matters
What to check
Tools with it
Without it

What it is

Standard CRMs come with a few record types: contacts, companies and deals. Custom objects let you add types that match your business. A recruitment agency might create 'Candidates' and 'Vacancies', a software company might create 'Subscriptions', and a property firm might create 'Listings'. Each new type has its own fields and can be linked to the standard records, so a listing can be tied to an owner and a viewing.

Why it matters

Forcing unusual data into a deal or a contact leads to messy records and workarounds. When the CRM mirrors how the business really works, reports are cleaner and automations are simpler. You need custom objects if your core activity is not simply selling a product to a company, or if you need to track many items per customer. If a few extra fields on a deal cover your needs, this is more flexibility than you require. Tools such as Attio, HubSpot and Salesforce offer it.

What to check

Can you create objects yourself, or does it require a developer or a higher plan?
Can custom objects be linked to contacts, companies and deals, and to each other?
Do they work with reports, automations and imports in the same way as standard records?
How many custom objects does your plan allow?

Tools with Custom objects

ToolClient acquisition
Salesforce
Manages contacts, leads, opportunities and pipelines with deep customisation and automation for B2B sales teams.
CRM
From €25/moFree plan
Sign up on Salesforce
ToolClient acquisition
Freshsales
Manages contacts, deals and pipelines for B2B sales teams with built-in phone and AI lead scoring.
CRM
From $9/mo yearlyAffiliate link
Sign up on Freshsales
ToolClient acquisition
HubSpot
Combines CRM, marketing, sales and customer service around a shared contact database with a free tier.
CRM
From $7/mo yearlyFree plan
Sign up on HubSpot
ToolClient acquisition
Folk
Centralise contacts and deal pipelines in a spreadsheet-like CRM with automatic data enrichment.
CRM
From €22/mo yearlyAffiliate link
Sign up on Folk
ToolClient acquisition
Attio
Build a flexible CRM that mirrors exactly how you sell, not how a vendor says you should.
CRM
From €31/mo yearlyFree plan
Sign up on Attio
ToolClient acquisition
Close
Brings calling, SMS, and email directly into a sales CRM with pipeline management for high-volume outbound.
CRM
From $9/mo yearlyAffiliate link
Sign up on Close

In CRM ranking order; the number is each tool's place. Some of this is collected from public sources and not yet checked by us.

CRM tools without custom objects

ToolClient acquisition
Nutshell
Dedicated customer relationship management platform for sales teams managing leads, deals and pipelines.
CRM
From $13/mo yearlyAffiliate link
Sign up on Nutshell
ToolClient acquisition
Pipedrive
Manage your sales pipeline visually with drag-and-drop deals, contact management and workflow automation.
CRM
From €14/mo yearlyAffiliate link
Sign up on Pipedrive