Associations as Lookup Properties
Tuesday, July 28, 2026
What it is
Lookup properties are a new property field type that let you reference another CRM record as a property value while capturing not just that two records are related, but the nature of that relationship through a labeled association. They surface everywhere properties already do — record pages, forms, lists, workflows, reports, and custom views.
Why it matters
Today, capturing a relationship between records splits the work across two separate mental models: properties for data, associations for connections. That split forces users to know which tool does what and forces admins to maintain two systems. Lookup properties fold labeled record relationships into the properties framework so data capture feels consistent — a familiar dropdown, configured like any other property, with no extra setup — which lowers the learning curve and reduces user error.
The Take
Casey Hawkins + Chris Carolan
I'm all for any shortcut on the way to being better at associating records together.
The headline risk isn't the concept — reference another record as a property value, keep the label — it's the real estate. That dropdown search-and-select box is small, and if your naming conventions aren't intentional (ideally dynamic, built off other properties on the record) or your data isn't clean, finding the right record in a lookup field gets hard fast. That's the same discipline that makes choosing a primary property on a custom object matter so much in the first place — it's the first column in every index view and every search result, and once you set it, you can't undo it.
The clear win is forms. Native lookup-property support inside forms — internal forms especially — closes one of the most common and most-requested HubSpot customizations we see across clients, and it's felt harder than it should be for a long time.
Our one real concern: don't let a clean-looking dropdown become a shortcut around actually understanding how your records relate. This makes association labels more visible in the moment — it doesn't make understanding them optional, especially for sales teams who need those relationships inside and out.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
FAQ
Does this replace association labels, or do I still need them?
You still need them. A lookup property displays a labeled association inside the properties framework — it doesn't replace the work of defining clean associations and labels underneath. Skip that and you just get a dropdown of records with no way to tell them apart.
What's the biggest setup risk?
Naming conventions. The dropdown search-and-select space is small, so if your record names aren't intentional — ideally built dynamically from other properties on the record — and your data isn't clean, finding the right record in the lookup field gets hard fast, especially on objects where the primary property wasn't chosen carefully.
Where will operators feel this fastest?
Forms. Native lookup-property support in forms, especially internal forms, closes one of the most common and most painful HubSpot customizations teams have been building around manually.
Is this live yet?
No — it's in private beta as of this recording. Request access if you want hands-on time before general availability.
Produced by Value-First Media