Model your clients’ business, not ours.
Each sub-account defines the objects their vertical actually runs on — Properties for real estate, Matters for law, Vehicles for a dealership, Units for property management. Fields, relationships, automation triggers, a native sidebar tab. No platform fork, no developer, no schema from the agency.
Name it. Field it. Ship it to the sidebar.
Each sub-account defines the objects their business actually tracks. Properties, matters, vehicles, units, pets. Add fields, link to contacts, plug into automations — without a platform change or a developer.
Properties
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Name, icon, sidebar spot
The entity shows up as a tab in the workspace the moment you save it. Icon in the sidebar, singular and plural used across the UI, visibility controls who inside the sub-account can see it.
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The field types you need
Text, long text, number, currency, date, dropdown, multi-select, checkbox, file, URL, email, phone, relationship. Add as many fields per entity as the business calls for.
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Relationships that go both ways
Link a property to its owner. A matter to its client. A vehicle to its buyer. The entity record shows the related contact, and the contact page lists the related entity records back.
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Filterable list view, native
Every entity lands in the sidebar as its own tab with a list view. Filter by any field, sort, search, one-click into the record. Feels like any built-in object because it is one.
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Automation-ready from day one
Entity creates and field changes are first-class triggers in the automations module. Fire a welcome, assign a rep, send a document, update a contact, create a task. No webhook gymnastics.
A CRM that shapes to the business, not the other way.
Most CRMs force the customer to fit the schema. Here, the schema fits the customer. Each sub-account defines the objects, fields, and relationships their vertical runs on — and the workspace makes them feel native.
Custom entities
Define new object types — Properties, Matters, Vehicles, Units, Pets, anything. Each entity is its own tab in the sidebar with its own fields, its own list view, its own record page.
Custom fields
Extend built-in objects or any entity with the fields the business needs. Text, long text, number, currency, date, dropdown, multi-select, checkbox, file, URL, email, phone, relationship.
Relationships, both ways
Link an entity to contacts. Link entities to each other. A property belongs to an owner; the owner page lists the property back. Data connects on both ends, not just one.
Automation triggers
Entity create and field-change events are first-class triggers in the automations module. Status changes to Active, welcome fires. Owner field set, document sends. No webhooks to wire up.
Sidebar-native list view
Every entity renders as its own tab in the workspace with a filterable list. Column sort, column search, one-click into the record. Same ergonomics as the built-in Contacts or Invoices tab.
Per sub-account, self-serve
Each sub-account defines their own model. The schema a dealership needs is not the schema a law firm needs. No templating from the agency, no platform fork, no developer required — the admin does it in settings.
The objects you define feel built-in everywhere.
A Properties tab in the sidebar with a filterable list. Every contact’s page shows the related Properties back. No iframe, no bolt-on — entities render like any built-in object in the workspace.
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Every entity lands as a tab in the sub-account’s sidebar. A filterable list view, column sort, column search, one-click into the record — same ergonomics as the built-in Contacts or Invoices tab.
Related entity records show up on every contact’s page. See every property Mara owns, every matter she is tied to, every vehicle she is listed on — directly on her record. Relationships go both ways, so the data connects on both ends.
Every field, every entity wires into the whole platform.
Custom data is useless if it lives in a silo. Here, every entity is a first-class object — contacts relate to it, automations trigger on it, forms fill it, documents merge it. One schema, one source of truth, one platform.
Contacts
Relate any entity to a contact. The contact page shows related records back. Segment by entity fields — every property owner with Status Active, every client with a Matter in progress.
Automations
entity.created and field-change events are first-class triggers. Status flips to Sold, owner gets a congratulations email. New matter opens, a task assigns to the right rep. All native.
Forms
Public or internal forms fill an entity record directly. Listing intake form → new Property created with the right fields populated. Prospect form → new Matter opened, linked to the contact.
Documents
Merge entity field values into a document. Listing agreement pulls address, price, dates from the Property. Engagement letter pulls case details from the Matter. Click to send, via e-sign if you need a signature.
Why entities, and why let clients build them?
We are happy to walk through alternatives — here is where we land on the ones you are probably comparing us to.
Why not just use tags or custom fields on contacts?
Tags say this contact is a homeowner. They do not store the address, the price, the listing date, the status, the square footage. Once you have more than two or three attributes to track about a thing, tags collapse and you need a record. Entities are that record — with fields, relationships, and its own sidebar tab.
How is this different from Airtable or a separate database?
Airtable is a spreadsheet that lives next to your CRM. Entities live inside the CRM — they relate to contacts, trigger automations, fill from forms, merge into documents. One source of truth, one login, one platform. No shuttling data between four tools with Zapier in the middle.
Will every sub-account build a mess of different schemas?
That is the point. The Vehicle for a dealership is not the Matter for a law firm. Each sub-account models their own vertical. The job of the agency is to ship the platform and let the client define the model that fits them — not to guess a schema that works for everyone and pleases no one.
What about performance when a sub-account piles on thousands of records?
The list view paginates, fields are indexed for filter and sort, and the record page loads related data lazily. Built to handle real datasets, not a dozen demo rows. The platform is the same engine across every sub-account, so performance work benefits everyone.
Your agency’s own software product.
Start your agency account, connect your domain, upload your logo, and ship your first branded client sub-account in under an hour. No credit card required.