Definition
A new record type you define, such as Properties, Policies or Projects, with its own fields and links to contacts and deals.
Custom object explained
Custom objects let a CRM model things that aren't people, companies or deals. Salesforce is known for them, and Attio is built around flexible objects. HubSpot offers them on its Enterprise tier.
If your business tracks an asset alongside the customer (a property, a vehicle, an insurance policy), check custom object support and pricing early.
Where Custom object comes up
CRMs mentioned