High Cardinality Associations: Phase 4

What is it?

HubSpot is rolling out pricing and packaging changes, unlocking higher association limits for select association types.

Phase 3: Private Beta (August 2025)

For customers enrolled in this early beta, limits for select association types will be increased:

• Contact, deal, or ticket associations per company: increase your limit to associate companies with up to 500,000 contact, deal, or ticket records. For example, associate one company with up to 500,000 contacts.
• All custom object associations (Enterprise only): increase your limit to associate records with up to 500,000 records of a custom object, or associate custom object records with up to 500,000 records of another object. For example, associate a custom object record with up to 500,000 contacts or associate one deal with up to 500,000 custom object records. This does not apply to custom object-to-activity associations (e.g. calls, emails).
• [NEW] Deals per Contact: associate up to 50,000 deal records per contact record.

Why does it matter?

As your business grows, managing contacts, companies, deals, and other records becomes more complex. HubSpot's high cardinality associations beta empowers you with the flexibility to associate more records in your portal.

How does it work?

Higher association limits will be part of a paid capacity pack in the future. Portals who enrol in this beta to access higher association limits will have their limits reverted back to standard HubSpot limits once they have opted out of the beta or after the beta is closed. Portals will retain any excess associations beyond standard HubSpot limits, but they will not be able to create new associations for records that have exceeded standard HubSpot limits until they drop below these limits.

Who gets it?

To increase your account’s association limits, you must opt your account into the high cardinality associations beta. Once opt-in is requested, please reach out to your customer success team or manager to request access to this beta.