Associations Limit Updates
Wednesday, July 15, 2026
What it is
HubSpot is unlocking much higher association limits for select association types, and the eligibility just expanded to Starter tier and above rather than only certain hubs and tiers. You can now associate a company with up to 500,000 contacts, deals, or tickets; custom object records with up to 500,000 records (Enterprise); up to 50,000 deals per contact; up to 500,000 tickets per contact; and up to 1,000,000 deals per product. It does not apply to custom-object-to-activity associations like calls and emails.
Why it matters
As a business grows, the web of contacts, companies, deals, and other records gets denser. Higher cardinality means the data model can keep up with that complexity instead of forcing you into workarounds. This is HubSpot making room for larger, more enterprise-shaped accounts.
The Take
Casey Hawkins
Who has 50,000 deals on one contact? Send that person the nicest holiday card ever, because they are running your business.
We had some fun with this one, because who on earth has 50,000 deals tied to a single contact? If that is you, go send that person the nicest holiday card you can find, because they are running your business. That is the we have worked with Jerry since 1947 and it is all in HubSpot situation.
Joking aside, the real story is HubSpot going up-market. When you think about manufacturers and distributors running EDI, or huge e-commerce operations firing off orders automatically, the old limits could genuinely block a big account from moving forward. Raising the ceiling, and opening it up to Starter and above, removes a wall that only the largest, most automated portals ever hit. Most of us will never touch these numbers, and that is fine. More headroom is just better.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
Produced by Value-First Media