Your business doesn't fit a standard CRM. Make the CRM fit you.
Every CRM gives you companies, contacts and deals. If you run properties, vehicles, licences, sites or shipments, you end up bolting them onto a notes field. Custom objects let you define the record types your business actually runs on, each with its own list view, detail page, fields and permissions.
What you get
Define an object in minutes
Name it, pick its fields, and it appears in the sidebar with a full list view and detail page. No developer, no sandbox, no release cycle.
Real fields, not a notes blob
Text, numbers, dates, currency, dropdowns and references to other records. Every field can be required, filtered on and reported on like any built-in one.
Linked to the records you already have
Point a custom object at a customer, contact or opportunity and it appears on their timeline. Everything stays one click from the company that pays you.
Same permissions, same automations
Custom objects inherit role-based access, workflow automation, the public API and the audit trail. They are not a second-class citizen bolted on the side.
Built in, not bolted on
A custom object is a first-class record from the moment you create it, which is the part most "flexible" CRMs quietly get wrong.
In your automations
Trigger a workflow when a custom record is created or changes status, exactly like an opportunity.
In your API
Every custom object is exposed through the same REST API and webhooks as the rest of the platform.
In Dealy's answers
Ask the assistant about your custom records in plain language and it reads them like any other data.
Questions, answered
- How is this different from custom fields?
- Custom fields add data to an existing record. A custom object is a new record type of its own: its own list, its own detail page, its own permissions. Use a field when you're describing a customer; use an object when the thing has a life of its own.
- Do I need a developer?
- No. Custom objects are configured in the admin interface by an administrator. The API is there if you want to push data in, but nothing about setting one up requires code.
- How many can I create?
- There's no hard cap. In practice most teams run between two and five, enough to model what makes their business different without recreating the whole CRM.
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