Additional User Object Capabilities

What it is

The User object now supports associations with other objects in your data model, pipelines, and segments, bringing it in line with other CRM object types. This is in public beta across all hubs and tiers.

Why it matters

Users have been second-class objects, which made it awkward to model anything where your own team members are part of the data, from territory management to capacity tracking to internal approval flows. Segmenting contacts and companies based on assigned user properties is the capability hiding in here that RevOps teams should look at first.