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Achieve Australia pilots HubSpot's custom objects CRM function

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Achieve Australia pilots HubSpot's custom objects CRM function
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Achieve Australia has been supporting people with disability for over 70 years. As the organisation scaled, its CRM needs became increasingly complex. From supporting many-to-many contact relationships to managing property availability for accommodation services, their legacy systems couldn’t keep up. They needed a CRM that could handle it all – or risk outgrowing the HubSpot ecosystem entirely.

The problem

As Achieve Australia expanded its services, the limitations of their existing CRM became increasingly apparent. Their structure demanded more than a simple one-to-one contact model—each Service User is supported by a network of family members, guardians, and service providers, all of whom require different types of communication and access. Without the ability to model many-to-many relationships, the team struggled to maintain accurate contact records and manage permissions across care networks.

Problem 1:

HubSpot’s native contact model couldn’t reflect the complex and overlapping roles surrounding each Service User. This made it difficult to track who was responsible for what, and created friction in service delivery and communication.

Problem 2:

Achieve’s accommodation offering couldn’t be managed within the existing CRM, leading to inefficiencies for the Sales team, including potential double-booking, lack of visibility over property status, and missed opportunities.

Problem 3:

Internal teams relied on spreadsheets and siloed systems to manage critical data. Marketing, in particular, lacked a clear view of contact preferences or lead attribution from digital campaigns, making reporting and audience segmentation unreliable.

The solution

To overcome these challenges, Engaging.io implemented a tailored HubSpot solution built around Custom Objects—unlocking the flexibility Achieve Australia needed to accurately represent their Service Users, the roles of associated contacts, and their accommodation offerings.

By introducing two key Custom Objects—Service Users and Accommodation—we created a data model that reflected the real-world complexity of Achieve’s services, while maintaining the usability and scalability of HubSpot. The project included a full audit of existing data, reconfiguration of the CRM, and structured migration from disconnected systems.

Through stakeholder engagement, live demonstrations, and hands-on training, we ensured internal teams were not only comfortable with the new setup, but confident in its ability to streamline operations, improve communication, and support long-term growth—without disrupting ongoing marketing campaigns.

The Strategic Plan
The Implementation
Custom Object Design

  • Created two Custom Objects: Service Users and Accommodation

  • Allowed complex contact relationships and residential property tracking

Custom Object Design
Custom Object Design

  • Created two Custom Objects: Service Users and Accommodation

  • Allowed complex contact relationships and residential property tracking

CRM Restructure
CRM Restructure

  • Audited and cleaned up legacy HubSpot data

  • Retired unnecessary integrations (e.g. Typeform, SurveyMonkey)

Stakeholder Engagement
Stakeholder Engagement

  • Conducted live demo sessions to show the data model in action

  • Trained internal teams to build confidence in using the new setup

Future-Proofed Configuration
Future-Proofed Configuration
  • Designed with scalability in mind – ready for additional Custom Objects or automation as Achieve grows
The Implementation

The implementation process was both strategic and collaborative, beginning with a comprehensive audit of Achieve’s existing HubSpot setup and external data sources. This allowed us to identify gaps, duplications, and inconsistencies that needed to be addressed before migrating to the new structure.

We then designed and configured the Custom Objects within HubSpot, creating clear associations between Service Users, their contacts, and accommodation locations. As part of the transition, we retired redundant tools like Typeform and SurveyMonkey, consolidating all data and interactions within the HubSpot ecosystem. To ensure a smooth rollout, we conducted live demonstrations and Q&A sessions with internal stakeholders, allowing teams to see how the new structure would support their workflows in real time. This helped build confidence and ensured alignment across departments.

Crucially, all of this was achieved without disrupting existing marketing activity, allowing the business to maintain momentum while upgrading its foundational systems. The result was a seamless transition to a CRM that’s not only more powerful, but also more intuitive and aligned with Achieve’s mission.

The impact and results

Achieve Australia now operates a HubSpot CRM tailored precisely to their unique service delivery model. With the implementation of Custom Objects, they’ve transformed HubSpot into a powerful, flexible system that supports both marketing and operations in equal measure.

Immediate outcomes included:

  • Streamlined contact management with clear roles and responsibilities

  • Accurate tracking of residential availability

  • A single source of truth for all internal teams, reducing duplication

Long-term value includes:

  • The ability to deliver targeted communications based on services provided

  • Increased clarity in marketing attribution and lead tracking

  • Empowerment of Marketing, Sales, Finance, and Operations teams to work more collaboratively

  • Reduction in reliance on manual processes and spreadsheets

Above all, the solution reinforces Achieve’s mission: supporting people with disability through consistent, coordinated, and compassionate communication. With HubSpot now working for them – not against them – Achieve has a CRM built not just for today, but for the future.

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