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Create and customize lifecycle stages (BETA)

Last updated: November 18, 2021

In Beta

Applies to:

All products and plans
Lifecycle stages categorize your contacts and companies while providing context about where they are in your sales and marketing processes. Users with Super admin permissions can create custom lifecycle stages to track the customer journey through categories that reflect your business.
To customize lifecycle stages for contacts and companies:
  • In your HubSpot account, click the settings settings icon in the main navigation bar.
  • In the left sidebar menu, navigate to Objects, then select Contacts.  
  • Click the Lifecycle Stage tab.
  • To create a new lifecycle stage, click add Add stage. 


  • To rearrange the stages, click and drag a stage to a new location.
  • To view where a specific lifecycle stage is being used, in the Used by column, click the number. In the right panel, click View all [object/asset] to navigate to the records or tools (e.g., lists, reports, saved view) where the stage is used.
  • To delete a stage, hover over the stage and click Delete. If the stage you’re trying to delete currently contains records or is used in other HubSpot tools, you will need to move the records to a new stage or update filters before deleting.

Please note: Lead and Subscriber are default HubSpot lifecycle stages and can't be deleted.

  • Once you’re done, click Save in the bottom left. Your custom stages will now appear as options when editing a contact’s or company's Lifecycle stage property. Learn how to update a record's lifecycle stage.
You can use the Lifecycle stage property and its custom stages to segment contacts and companies in HubSpot tools such as saved views, lists, workflows, ads, and reports, including both standard and custom reports. You can also sync custom stage data via HubSpot data sync.

Please note: custom lifecycle stages are not currently supported in the following scenarios:

  • Calculation properties that are dependent on the Lifecycle stage property will not populate values based on custom stages (e.g., Became a [stage] date).
  • You can't set a contact's lifecycle stage to a custom stage via chatflows.