HubSpot needs to create a “Household” feature for contacts the same way that “Companies” exist. We are in the financial services and insurnace industry and we know that we are not the only industry that needs to know when individual contacts are related. This feature exists across several other CRMs such as Salesforce.
@KConlon are you able to satisfy this using Custom Objects in HubSpot? The combination of Custom Objects & Association Labels may satisfy this.
I’d further this idea by allowing a Company record to be explicitly designated as a Household for the purposes of either B2C or #Nonprofits cultivation. Custom Objects are not accessible at all license tiers, and Association Labels are only as good as specifying relationships between Contacts, not creating a genuine record that allows for the full platform to operate natively behind these records.
I totally agree this is needed. And I can see where using Hubspot workarounds are going to cause issues and not provide the picture desired for organizations that need to maintain a personal touch with customers, primarily inherent in non-profit organizations. We are bridged between Salesforce and Hubspot currently, and being forced to choose one over the other. The lack of attention to this area creates enough concern to throw the interest back towards Salesforce. I’m not sure why I am seeing posts at least as far back as 2019 about this topic and little reponse from Hubspot. Perhaps they are not as interested in this demographic of clients as Salesforce is.
@MCoulter Agree 100%! Our own nonprofit-centric product at Benevolent Tech actually leverages, if you’re familiar with it, a mechanism similar to NPSP Contact/Account householding, which in HubSpot leverages the Company record as the “household.” BUT, having an on-platform mechanism for declaring a Company record (or a HubSpot-supported Object from the Object Library that represents household groupings) would eliminate the need for automation while accelerating the understanding of people inside the platform in ways that Salesforce still doesn’t consider.