Custom Objects: Model Anything in Your CRM
Leads and clients are not the only things you track. Define your own object types, policies, properties, vehicles, courses, enrollments, shipments, anything, with custom fields, relationships, and full workflow automation. Available on MAX and Enterprise.
Your Business, Your Data Model
Build the exact objects your business runs on, then link them to leads, clients, and workflows
The Flexibility of an Enterprise CRM
The custom-object power of Salesforce and HubSpot, built for Instagram-first businesses and agencies
Define Any Object Type
Create object types for whatever your business tracks, policies, properties, vehicles, courses, pets, contracts, with a no-code builder.
Custom Fields, Any Type
Add text, number, date, dropdown, currency, and more. Each object gets exactly the fields it needs, no forcing data into the wrong shape.
Real Relationships
Link records to leads, to clients, and to each other. A policy belongs to a client; a vehicle belongs to a policy. Properly connected, not just tagged.
Workflow Triggers
When a custom record is created or updated, fire a workflow, send a DM, an email, an SMS, or route a task. Your objects drive automation.
Full Record History
Every change to every record is tracked automatically, so you always have a complete, auditable timeline of what changed and when.
AI & Dashboard Access
Your custom data shows up in dashboard widgets and is queryable by AI agents and the MCP connector, so it is a first-class part of your workspace.
Connect Everything to Leads and Clients
Custom records are not isolated. Link them directly to the lead or client they belong to, so opening a client shows their policies, properties, enrollments, or whatever else you track, all in one place with full context.
- Relate records to leads, clients, or other custom records
- See all related objects from a single client or lead view
- Works across sub-accounts in agency (SWARM) workspaces
- Every record carries a full, auditable change history
Why Custom Objects Matter
The difference between a CRM that fits your business and one you constantly fight
Stop bending your business to fit the CRM
Most CRMs only let you track contacts and deals. Custom objects let the CRM match how your business actually works, instead of the other way around.
No more spreadsheets on the side
The data you keep in side spreadsheets, policies, units, enrollments, finally lives inside the CRM, linked to the right people and driving automation.
Automation on your own data
Trigger workflows when a custom record changes. A renewal date approaching can auto-send a DM; a new enrollment can kick off an onboarding sequence.
Enterprise flexibility without enterprise pricing
Custom objects are the feature businesses leave Salesforce and HubSpot to get, or pay agencies thousands to build. They are built into MAX and Enterprise.
AI that understands your whole business
Because custom objects are first-class data, your AI agents and the MCP connector can read and reason over them, not just leads and messages.
Built for agencies and multi-client setups
Custom objects respect sub-account boundaries in SWARM agency workspaces, so each client gets their own records, cleanly scoped.
How It Works
From a blank object to live automation in minutes
Define Your Object
Use the no-code builder to create a new object type, name it (for example, "Policy" or "Property"), and add the fields it needs. Takes minutes, no developer required.
Add Fields and Relationships
Choose field types (text, number, date, dropdown, currency, and more) and define how records relate to leads, clients, or other objects.
Relationships are real links, not tags, so a client record can show every related policy, vehicle, or enrollment automatically.
Create and Manage Records
Add records manually, via import, through the API, or automatically from workflows. Every record keeps a full change history.
Automate and Analyze
Trigger workflows when records change, surface custom data in dashboard widgets, and let AI agents query it. Your objects become part of how the whole platform runs.
For example: when a "renewal_date" field is 30 days out, fire a workflow that sends a renewal reminder across DM, email, and SMS.
Frequently Asked Questions
What are custom objects in a CRM?
Custom objects let you define your own types of records beyond the built-in ones (like leads and contacts). If your business tracks something specific, insurance policies, properties, vehicles, courses, enrollments, shipments, you create an object for it, give it custom fields, and link it to your leads and clients. It is how you make a CRM match your exact business instead of forcing your data into generic contact and deal records.
Which plans include custom objects?
Custom objects are available on the MAX and Enterprise plans. They are designed for businesses and agencies whose operations go beyond standard lead and client tracking and need to model their own data.
How is this different from custom fields or tags?
Custom fields add extra data to an existing record (like adding a "budget" field to a lead). Custom objects create entirely new record types with their own fields and their own relationships. Tags are just labels. With custom objects you can model real entities, a "Property" with its own address, price, and status, and relate many of them to a single client.
Can custom objects trigger automations?
Yes. Creating or updating a custom record can trigger an Inflowave workflow, so you can automate based on your own data, send a renewal reminder when a date field approaches, start an onboarding sequence when an enrollment is created, or notify a team member when a high-value record changes.
Can I link custom objects to leads and clients?
Yes. Records can be related to leads, to clients, and to other custom records. Opening a client shows all of their related records in one place, with full context. In agency (SWARM) workspaces, those relationships respect sub-account boundaries so each client stays cleanly scoped.
Can AI and the MCP connector access custom objects?
Yes. Custom objects are first-class data in your workspace, so AI agents and the Inflowave MCP connector can read and reason over them, and they can appear in dashboard widgets. Your AI does not just see messages and leads; it sees the data model your business actually runs on.
How does this compare to Salesforce or HubSpot custom objects?
Custom objects are a flagship enterprise feature in Salesforce and HubSpot, and a common reason businesses pay for their top tiers or hire agencies to build custom data models. Inflowave brings the same core capability, user-defined objects, fields, relationships, history, and automation, to Instagram-first businesses and agencies on MAX and Enterprise, with native DM, workflow, and AI integration those generic CRMs lack.
See how Inflowave can help your business
Ask AI for a personalized strategy using Inflowave
Build a CRM That Fits Your Business Exactly
Stop forcing your data into generic contact records and side spreadsheets. Model anything, link it to your leads and clients, and automate it, all on MAX and Enterprise.