Custom object
A record type you add to a CRM beyond the defaults, used to model something specific to how your business works.
What it is
Most CRMs ship with standard objects such as People, Companies, and Deals. A custom object is one you create yourself, with its own attributes and its own relationships to other objects.
In Attio, custom objects behave like the standard ones. They get record pages, can be used in lists, and can be referenced from other records.
Examples
- Funds. A VC or PE firm tracking each fund vehicle, its vintage, and its LPs.
- LPs. Investing entities, kept separate from the people who represent them.
- Subscriptions. A SaaS team tracking plans and renewals linked to accounts.
- Properties or sites. Physical locations linked to the companies that own or operate them.
When to create one
Create a custom object when the thing exists in the real world, has its own attributes, and links to more than one other record. A fund is a good candidate. A deal stage is not.
If you only need to track something inside one process, a list with its own attributes is usually enough. If you only need one value, an attribute on an existing object will do.
Why it matters
Without custom objects, teams cram unrelated data into Companies or Deals. Fields multiply, reports get harder to build, and the model stops matching the business.
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