What is it?

You can now convert an existing custom property from Not sensitive to Sensitive Data directly in the property editor, without creating a new property or rebuilding your setup.

Why does it matter?

If you're already using a custom property to store information that should be protected, you previously had no choice but to create a new Sensitive Data property from scratch and manually re-establish all the workflows, lists, and configurations tied to the original. This update removes that limitation and you can protect data where it already lives, without disrupting the processes built around it.

How does it work?

1. In your HubSpot account, go to Settings > Properties.
2. Open the custom property you want to convert.
3. Select the Sensitive Data tab.
4. Change the classification from Not sensitive to Sensitive Data.

The conversion option only appears when your account is ungated and the property is eligible. Properties that cannot be converted include: calculated properties, rollup properties, default HubSpot properties, Highly Sensitive Data properties, and custom properties with unsupported CRM usages.

Who gets it?

Commerce Hub Enterprise, Content Hub Enterprise, Marketing Hub Enterprise, Data Hub Enterprise, Sales Hub Enterprise, Service Hub Enterprise, Smart CRM Enterprise