How it works

• Entity basics - Each entity is a blueprint storing one category of record (like People or Companies) along with its fields, pipelines, and relationships.

• Standard entities - Every workspace includes People (for individuals), Companies (for organizations), Opportunities (for deals), Notes (for documentation), and Tasks (for action items).

• Optional entities - Enable Users to track product end-users and Workspaces to track customer accounts, useful for SaaS businesses managing product usage.

• Entity management - Admins can activate or archive entities through Settings → Data → Entities, though People and Companies are core and cannot be removed.

• Custom entities - Create new entity types by providing plural/singular names, choosing an icon, and setting a permanent slug identifier.

• Plan limits - Essential plans include no custom entities, Pro allows 5, and Enterprise offers unlimited custom entity creation.

• Deletion process - Custom entities can be permanently deleted through Configuration settings, which removes all associated records, fields, and pipelines irreversibly.

Tips

• Before creating custom entities, check if standard entities could serve your needs with custom fields 

• Use People and Companies entities when you need email sync or AI enrichment features 

• Good custom entity examples: Subscriptions (SaaS), Projects (Agency), Transactions (Marketplace)

•  Plan your entity structure carefully as slugs cannot be changed after creation

FAQ

Q: Can I rename an entity later? A: Yes—plural and singular names and the icon can change; the slug cannot.

Q: What happens to pipelines if I archive an entity? A: Currently, pipelines are only available for standard entities—Companies and People. These entities cannot be archived or deleted.

Q: Do custom entities get AI enrichment? A: Only People and Companies receive auto-enrichment today. Custom entities can still use lookup fields to pull data.