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Associations let you create explicit, named relationships between a contact and other records in the HoopAI Platform — such as opportunities, companies, other contacts, or custom objects. Unlike simple lookups or field references, associations carry labels that describe the nature of the relationship, giving your team rich relational context directly on the contact record.

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How associations work

An association links two objects together with a label. The label describes the relationship from each side. For example:
  • A contact associated with a company as “Employee of” — the company sees the contact as “Employs”
  • A contact associated with another contact as “Spouse of” — the linked contact sees the relationship as “Spouse of”
  • A contact associated with an opportunity as “Decision maker” — the opportunity sees the contact as “Decision maker for”
Each direction of the association can have its own label. Up to 10 association labels can be applied between any two specific records.

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Viewing associations on a contact record

1

Open the contact record

Navigate to Contacts > Smart Lists and click the contact’s name.
2

Open the Associations tab

In the right-side information panel, click the Associations tab. All linked records are shown as cards, grouped by object type (Contacts, Opportunities, Companies, Custom Objects).
Each association card shows:
  • The linked record’s name
  • The association label applied to the relationship
  • A quick-link to open the linked record

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Adding an association

1

Open the Associations tab

In the contact record’s right panel, click Associations, then click + Add.
2

Choose to create new or add existing

A dialog appears with two options:
  • Create New — opens a form to create a new record (contact, opportunity, or custom object) that will be immediately linked to this contact
  • Add Existing — search for and link an existing record that already exists in the system
3

Select the object type

Choose what you are linking to: Contact, Opportunity, Company, or any available Custom Object.
4

Select the association label

Choose the appropriate label from the dropdown to describe the relationship. The available labels depend on which association labels have been configured for that object type in Association Settings.
5

Confirm the association

Click Save or Link to create the association. The linked record appears immediately in the Associations tab.
If the label you need is not available in the dropdown, open Manage Associations to add new labels or update existing ones.

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Removing an association

1

Open the Associations tab

In the contact record, click the Associations tab.
2

Remove the link

On the association card, click the X or the unlink icon to remove the relationship. This removes only the association — neither record is deleted.

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Managing association labels

Association labels define what types of relationships are possible between objects. You can create and customise labels in Association Settings.
1

Open Association Settings

In the Associations tab of any contact record, click Manage Associations — or navigate to Settings > Objects > Associations.
2

Select the object pair

Choose the two object types you want to define a relationship between, for example Contact → Contact or Contact → Opportunity.
3

Add a label

Click + Add Label. Enter the label name for each direction of the relationship. For example:
  • Label from Contact A to Contact B: “Reports to”
  • Label from Contact B back to Contact A: “Manages”
4

Save

Click Save. The new label is immediately available when adding associations between those object types.

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Association types and use cases

Contact to contact

Link family members, business partners, or referral relationships. Examples: “Referred by”, “Spouse of”, “Reports to”, “Referred to”.

Contact to opportunity

Define each contact’s role in a deal. Examples: “Decision maker”, “Champion”, “Gatekeeper”, “Technical evaluator”.

Contact to company

Document employment and business relationships. Examples: “Employee of”, “Contractor for”, “Director of”.

Contact to custom object

Link contacts to any custom data structure you have created — vehicles, properties, projects, events, or subscriptions.

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Associations in automations

Workflow conditions and filters can reference association data. For example:
  • Trigger — when an opportunity changes stage, notify all contacts associated as “Decision maker”
  • Filter — run a workflow only if a contact is associated with a company of a certain type
This lets you create relationship-aware automation that reflects the real-world structure of your business relationships.

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Frequently asked questions

There is no hard limit on the total number of associations a contact can have. However, between any two specific records, a maximum of 10 association labels can be applied simultaneously.
Yes. In Advanced Filters, you can filter contacts by their associated records — for example, “Show all contacts who are associated with Company X” or “Show all contacts with at least one Opportunity association.”
Yes. If an associated record is deleted, the association link from this contact is also removed automatically.
Association creation during CSV imports is limited. For complex relational data, it is recommended to create associations manually or via the API after importing the base contact records.
Last modified on March 5, 2026