What is it?

In September 2021 we announced some exciting updates to associations in HubSpot. With these improvements, you can now associate multiple companies to a contact, deal, or ticket record. Additionally, Professional and Enterprise customers can create association labels to describe the relationships between associated records and build lists and workflow actions based on those labels.

Customers in the public beta are enjoying the new functionality, so we’re now confident enough to expand access. As such, all new HubSpot accounts created on or after January 15, 2022, will receive access to the new association improvements by default. We plan to roll this functionality out to all existing accounts on April 15, 2022.

Why does it matter?

The new associations functionality has been designed to allow customers to opt-in with no change to their existing associations, lists, workflows, etc. They will gain the ability to associate multiple companies with contacts, deals, and tickets. Tools like lists and workflows can be updated to include those additional companies if they wish.

That said, we still want to give existing customers time to understand how they can best take advantage of this new functionality before opting in.

How does it work?

Effective January 15, 2022, all newly created HubSpot accounts will receive access to these associations improvements by default. Later in the month, HubSpot accounts that have not opted-in to the beta will receive email communications encouraging opt-in to the beta. All HubSpot accounts will be opted-in to the beta by April 15, 2022.

Customers who would like to learn more and opt-in to the beta can follow the instructions provided in our Community update.

Notes:

• Because this beta updates a portal’s data model to include the new association types, once opted in a portal cannot be opted out.
• For any portals that have used API workarounds to associate multiple companies to deal or ticket records in the past: any workflows configured to update all associated companies will now only trigger updates to the Primary company association. In this case, we recommend an audit of your workflows prior to opting into the beta. For more in-depth guidance, check out this beta knowledge documentation.
• To manage association labels API and to use the association improvements via API you can use v4 of the Associations API