Custom objects, sized right
The right custom objects, and properties that capture what your team needs — no more, no less.
HubSpot Consultancy · Data models & custom objects
Data models that fit how you actually work
HubSpot's standard objects don't fit every business. I design data models — objects, properties, associations and labels — around the way your organisation really operates, and I do it with one eye firmly on your licence.
In plain terms
In plain terms: I set HubSpot up so it mirrors how your business actually works — the way you track clients, projects, cases or deals — so the reports you need come straight out of it, instead of being a monthly fight with spreadsheets.
The star engagement
Connected CIC — a lean model on sensitive ground
A perinatal-support charity in Derby came to me on an inherited Salesforce instance — cumbersome, inflexible, and managed by someone else. They needed control, better reporting, and a system that could stand behind their funding applications, all on a budget that ruled out a sprawl of custom objects.
So I designed around the constraint. Casework runs on HubSpot's ticket system rather than a paid custom object; association labels model the flexible relationships between clients, cases and volunteers; and the whole thing is built GDPR-consciously for genuinely sensitive data.
The result is a lean, compliant model the team now runs themselves — and reporting that shows funders exactly how many parents were supported, for how many hours, and where.
What I do
What this covers
The goal is a model that mirrors your business, reports without a fight, and never costs you more licence than it has to.
Associations & labels
Labelled associations that model real relationships — clients to cases, deals to entities — without inflating your object count.
Licence-aware design
I design within your tier. On a lean licence I'll lean on tickets, association labels and smart properties before reaching for costly custom objects.
Data that reports cleanly
A model built so the reports and funding numbers you need fall out of it — not fought out of it.
GDPR-conscious architecture
For sensitive casework and personal data, a structure that keeps you compliant and auditable from the start.
How I work
How it typically runs
Model the work
I start with how your business actually operates and sketch the objects, properties and relationships that mirror it.
Build within licence
I build the model in HubSpot, choosing the leanest structure that does the job — tickets and labels before custom objects wherever they'll serve.
Prove it reports
We check the model against the reports and questions you actually need answered, and adjust before it goes live.
Proof
Where I've done this
From a lean charity licence to a multi-entity events group — data models built to fit.
Perinatal Support (CIC)
Connected CIC
A GDPR-conscious model for casework and volunteering — tickets and association labels on a lean licence, off inherited Salesforce.
One model, every caseworker
Read the case study
Events & Conferences
GL Events
Custom objects and field structure optimised for complex, multi-entity events operations.
Events-ops, modelled
Read the case study
Vibration Monitoring
Havspro
A data model shaped around their sales and marketing operations during a Marketing Pro migration.
Structure that fits
Read the case studyGreat to hear that the goal is to mirror the existing data structure where appropriate while streamlining where possible.
Let's model it around your business
Book a call and walk me through how your team really works — I'll show you how HubSpot can fit it, not the other way around.