Why Aren’t My Custom Objects Associated with Native Ones?

May 26th, 2025

You may have noticed that although you've created associations between your custom objects in HubSpot, they don’t appear to be connected to native objects like Companies, Contacts, Deals, or other custom entities. This is due to limitations within HubSpot’s CRM.

HubSpot stores these relationships within the properties of custom objects, and while the CRM interface displays them as bidirectional, the associations are one-way. For example, your custom object Pets may show connections to Companies, Contacts, and Deals, but those Deals do not maintain a true link back to Pets.

Our engineering team can create these associations manually using custom code. Please note that this work is billable, as it involves development time. Feel free to reach out to us for an estimate of the time and cost involved.

Still have questions? 

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