How to Rename Objects in HubSpot CRM

Renaming CRM objects in HubSpot lets you match the platform to your company’s terminology, making it easier for your teams to navigate, report, and adopt the system. This step-by-step guide explains what you can rename, how to change singular and plural labels, and how those changes appear across your account.

What Does Renaming Objects in HubSpot Do?

When you rename an object, you are only changing the labels that users see in the interface. The underlying object type, properties, and data structure remain the same. This keeps your records and integrations intact while giving you the flexibility to adapt names to your internal language.

Renamed object labels appear in multiple areas, including:

• Global navigation menus and object indexes
• Record pages and timelines
• Board and table views
• Workflows and lists
• Reports, dashboards, and analytics tools
• Imports and exports

This approach lets you customize wording such as “Deals” to “Opportunities” or “Tickets” to “Cases” without rebuilding your CRM setup.

HubSpot Objects You Can and Cannot Rename

Before you start, it is important to understand which standard CRM objects in HubSpot support renaming and which are fixed.

Standard HubSpot Objects That Can Be Renamed

Most core CRM objects give you the option to customize their labels. While the exact list can evolve, you can generally rename the primary sales and service records that teams work with every day. For each supported object, you can usually change:

• The singular label (for example, “Deal”)
• The plural label (for example, “Deals”)

These new labels then appear wherever that object is referenced throughout the tools.

HubSpot Objects That Cannot Be Renamed

Certain objects and features rely on fixed names to preserve consistency and functionality. These cannot be changed from the object settings. Examples typically include:

• System or background objects used only by HubSpot tools
• Objects tightly coupled to core platform behavior

If renaming is not available, you will not see label controls for that object in the settings interface.

Who Can Rename CRM Objects in HubSpot

Object renaming is a configuration-level change. To protect data and user experience, only users with the right permissions can manage these settings.

To rename objects, a user typically needs:

• Access to account settings
• Permission to edit object settings for the relevant CRM object

If you do not see the rename options described below, contact your HubSpot administrator to adjust your permissions or request that they apply the changes for you.

How to Access HubSpot Object Settings

All renaming is done in the CRM object settings. Use these steps to get to the correct page:

1. Sign in to your account.
2. In the main navigation bar, click the gear icon to open Settings.
3. In the left sidebar, go to Objects.
4. Select the object you want to adjust, such as Contacts, Companies, Deals, or Tickets.

Each object has a dedicated settings area where you can manage labels, record customization, pipelines, and other preferences.

Step-by-Step: Rename an Object in HubSpot

Once you are in the correct object settings, follow these steps to rename the object labels that users see across the app.

1. Open the Object’s Labels Section

Inside the selected object’s settings:

1. Look for a tab or section that controls Labels, Naming, or Object name.
2. Click into this section to reveal the current singular and plural labels for the object.

This is where you will enter the new wording that matches your organization’s terminology.

2. Enter New Singular and Plural Labels

You can typically edit two text fields:

• Singular label: Used when referencing a single record (for example, “Opportunity”).
• Plural label: Used for lists and indexes (for example, “Opportunities”).

Guidelines for choosing your new labels:

• Use clear, business-friendly terms your teams already know.
• Keep labels concise to prevent layout issues in navigation and tables.
• Match capitalization style with your current naming standards.

After entering the labels, review them carefully. These names will be visible across every tool that uses this object.

3. Save Your HubSpot Object Changes

Once you are satisfied with the new labels:

1. Click Save or Apply in the labels section.
2. Wait a moment while the changes propagate through the account.

The new singular and plural names should now appear across navigation, records, and tools that reference the object.

Where Your New HubSpot Object Names Appear

Renaming an object updates interface labels in many places, so users see your chosen terminology throughout their workflows. Common locations include:

• Top navigation: The object name in main menus and dropdowns.
• Index pages: The page title and tabs on object listing screens.
• Record headers: The object label at the top of each individual record.
• Pipelines and boards: Column titles, board names, and view selectors.
• Automation: Object references in workflows, enrollment triggers, and actions.
• Lists and segments: Filters and object-based criteria.
• Reports: Object names in report builders, fields, and dashboards.
• Imports/exports: Object references visible when mapping or downloading data.

Because of this extensive reach, it is important to communicate naming updates to all teams who rely on these records.

Best Practices for Renaming HubSpot Objects

Thoughtful planning helps you avoid confusion and keeps your CRM easy to use after you rename objects.

Plan Your New HubSpot Names With Stakeholders

Aligning early with stakeholders ensures that the new labels reflect how teams actually talk about data. Consider involving:

• Sales leaders and operations
• Marketing managers and admins
• Service and support managers
• RevOps or CRM owners

Discuss how each team refers to core records, then choose labels that work across departments.

Document and Communicate Changes

Once new labels are decided:

• Update your internal CRM documentation and training materials.
• Notify users of the upcoming change, especially power users and report owners.
• Clarify any previous object names to avoid temporary confusion.

Clear communication reduces support tickets and helps users adapt quickly.

Review Workflows, Lists, and Reports

Object renaming is primarily visual, but you should still review key assets:

• Look over critical workflows to confirm object references are readable.
• Scan important lists and segments for clarity.
• Verify that existing dashboards and reports still make sense with the new naming.

If you use screenshots or documentation in onboarding materials, plan to refresh those assets as well.

Troubleshooting HubSpot Object Renaming

If your new labels do not appear as expected, or you cannot change an object name, use these checks.

Check Permissions and Object Eligibility

If you do not see rename options:

• Confirm you are viewing the correct object in settings.
• Verify you have permission to edit object settings.
• Make sure that the object actually supports label changes.

Ask an administrator to review your profile if access seems limited.

Allow Time for HubSpot Changes to Update

In some cases, it may take a brief period for new labels to appear everywhere. Try:

• Refreshing your browser.
• Clearing cache or opening an incognito window.
• Checking different tools like workflows, lists, and reports.

If issues persist, compare your configuration with the official documentation to ensure all steps were followed correctly.

Official HubSpot Documentation and Next Steps

For the most detailed and current instructions about renaming objects, including supported object types and interface screenshots, review the official help article: Rename objects in HubSpot.

If you need strategic help designing your CRM structure, object naming, or RevOps processes, you can also explore specialized consulting resources such as Consultevo for broader CRM and revenue operations guidance.

By carefully planning object labels, coordinating with stakeholders, and using the built-in renaming tools correctly, you can tailor HubSpot to your organization’s language while maintaining a clean, consistent CRM experience for every team.

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