Shape the CRM around your business.

Design a data model that reflects how you sell and support—then power automation and reporting with clean, connected records.

Flexible objects and associations.

Combine contacts, companies, deals, tickets, and custom objects with many-to-many associations to mirror real relationships.

Properties and validation

• Custom properties with field types that fit your data.
• Validation rules to prevent bad inputs.
• Calculated and formula fields for dynamic values.

Relationships that reflect reality

Multiple associations

Link records across objects to reveal context and influence.

Primary associations

Set the main link for automation and attribution.

Association labels

Clarify how records relate for better reporting.

Governance and lifecycle

Ready for analytics

Customize your CRM your way

Model your data, design record layouts, and control what teams see and do. Use custom objects, properties, pipelines, and guardrails to run your process in Hoop without messy workarounds.

Model data and tailor records to fit

Capture exactly what matters with custom objects and properties, while page layouts and association labels make records clear and actionable for every team.

Design your data model

Define objects, set relationships, and add calculated and conditional fields so reporting, automation, and handoffs reflect how your business actually works.

Control the record experience

• Drag-and-drop sections with conditional visibility by team or stage.
• Highlight key properties at the top for faster updates.
• Customize association cards and labels to clarify relationships.

Enforce data quality

Align pipelines and processes

Set your marketing on autopilot

Build powerful workflows that use your CRM data to trigger emails, update records, score leads, and orchestrate cross-channel journeys. Scale personalization and save hours so teams focus on strategy, not busywork.

Automate campaigns and journeys with CRM context.

Design automation once and let it run reliably. Use behaviors, lifecycle changes, and deal activity to tailor every step without manual effort or spreadsheets.

Build workflows fast

• Drag-and-drop editor for actions, delays, branches, and goals.
• Triggers from form fills, page views, list joins, and property updates.
• Re-enrollment and suppression to prevent over-messaging.

Personalize and segment at scale

Target precisely with granular filters and dynamic lists. Insert tokens, conditional content, and smart send times so every email, ad, and message fits the moment.

Orchestrate complete journeys

Measure and improve