HubSpot users have been asking for it and HubSpot's development team has listened: custom objects have now arrived! They make HubSpot an even more powerful tool for businesses and organizations. HubSpot has officially heralded the new custom object feature and just as it says, custom objects do indeed work "exactly how you'd expect". These new objects can integrate seamlessly with the existing standard objects, so you can save precious time and resources that might have otherwise gone to learning a whole new program or process.