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Every business tracks different things: an insurer has policies, a car dealer has vehicles, a clinic has appointments. Custom objects let you create those objects in your CRM, with their own data and stages, and connect them to your contacts, companies, deals and tickets.

Your own data

Define the properties you need: text, numbers, money, dates, options, team members, references to other records and more.

Stages and board

If the object moves through stages (quoted, active, up for renewal…), see it on a board and drag records along.

Connected to everything

Relate each record to contacts, companies, deals, tickets or other objects.

Automate it

Use them in bots, automations, segments, campaigns, reports, Mia and the API.

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Create an object

Go to Settings → Custom objects. You can start in two ways:
  • From a template: there are templates for more than 20 kinds of business (insurance, lending, health, car dealers, repair shops, real estate, education, travel, hotels, gyms, logistics, e-commerce, legal, SaaS, HR and more). Each one brings its objects with properties, stages and relations ready, and you can add only the objects you need.
  • From scratch: give it a name (singular and plural), an icon and a color, and choose whether it has stages.
Then, in the object’s settings, you adjust:
  • Properties: add and sort them, mark them as required or unique (for example, the policy number) and choose which ones show in the list and on board cards.
  • Stages: their name, color, and whether they’re open, won or lost.
  • Relations: what each record connects to (contacts, companies, deals, tickets or another object) and whether it’s one or many.
  • Access: what each role can do (see below).
Only admins (people who can change settings) create and configure objects. The number of objects and records depends on your plan.

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Work with records

Each object shows up in the CRM menu with its icon. There you can:
  • See records as a table or a board, search, filter by any property, choose columns and sort.
  • Create and edit records from a side panel, and open each record’s page with its data, relations, notes and change history.
  • Make bulk changes: move stage, assign an owner or delete several at once.
  • Import from CSV or Excel (updating existing ones by a unique property) and export to CSV.
  • Recover deleted records from the trash for 30 days.
Records also show up where you work every day:
  • On the contact, company, deal and ticket pages, with the related records and a button to create a new one already linked.
  • In the inbox, as a tab with the object’s icon in the conversation’s right panel.
  • In global search (Ctrl + K) and in Mia’s @ mentions. Mia can also search, read, create and edit records (changes always go through your approval).

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Automate

  • Automations: start them when a record is created, changes stage, a property changes, a date arrives (X days before or after an expiry, an appointment or a renewal) or a record has been stalled X days in the same stage. Use the record’s and its contact’s data in your messages, for example {{record_vencimiento}}.
  • Steps in bots and automations: Create record (with the data the bot collected, linked to the contact), Update record and Find record: the customer types, say, their policy number and the bot finds it and replies with its data ({{record.name}}, {{record.vencimiento}}…), or follows the “Not found” path.
  • Segments and campaigns: build segments like “contacts with a policy expiring this month” or “contacts without any policy” and use them in your campaigns. See Segments.

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Who can see and edit

In each object’s Access tab, pick a level for each role: A role you don’t configure follows its CRM permissions. Admins always have full access.

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Reports

In Analytics → Objects, pick an object and a period to see how many records are open, how many were created and closed (won or lost), the average time to close, the total of a money property (for example, total premiums), the stage funnel, open records by owner, and records created by an options property.

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Objects added by integrations

Some integrations add their own object to your CRM. For example, Become Digital adds Identity verifications: one record per verification, with its status as the stage. The integration keeps those records up to date; you can add your own properties, notes, relations and owner. If you pause the integration, the object is hidden and its data is kept.

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API and webhooks

Read and write records from your systems with the API (/v1/objects) and receive the record.created, record.updated, record.stage_changed and record.deleted events on your webhooks. See Webhooks.