Overview

An organization is a company your contacts belong to — a customer, a prospect, a partner, a vendor or a competitor. Each contact can be linked to one organization, and an organization can have any number of contacts. Organizations give you one place to keep what you know about an account: its web domains, industry, size and headquarters, the contacts you know there, and your team's notes.

Organizations are for research and context. You never send a message to an organization — emails, texts and every other message still go to contacts. When you want to reach everyone you know at a company, you reach that organization's contacts.

You'll find Organizations in the left navigation panel, between Contacts and Segments. It opens the Organizations tab of the Audience page, next to the Contacts and Segments tabs.

What you can do here

Browse every organization in a table showing its name and domain, type, industry, number of employees, number of linked contacts, owner, and when it last changed. Sort it by up to three columns with Sort — or click a column heading to sort by that column alone, and Shift-click another heading to add it as the next level, as on the Contacts list. Name, type, industry, employees and last changed can be sorted, and so can the CRM owner and CRM owner email columns, which you can add with Columns.
Search by name or domain to jump straight to one — or switch the search box to AI mode (the ✨ button) and describe the organizations you want in plain language, such as "software companies with more than 200 employees": the app turns it into the list's filter, as on the Contacts list.
Filter by any condition with Filter in the toolbar. It opens the builder an organization segment uses — Type, Industry, Owner, Source or any other field, how many of an organization's contacts match, or whether it is in an organization segment — already filled in with the filter on screen, whether it came from AI mode, a saved view, a segment you chose or an earlier filter. The filter shows as one chip above the table, as on the Contacts list: click it to change the filter, or × to clear it. A filter too complex for the builder (one AI mode wrote, say) opens with Start over, which replaces it with the conditions you build.
Show or hide archived organizations with Show archived, the first button on the right of the toolbar — the same toggle as on the Contacts list.
Save a view — your conditions, columns and sort — with Save as view (in Save as ▾), and switch back to it from the view menu beside the search box, which starts at All organizations. Once you change a view, Save as ▾ offers to update it. Views are personal: each person has their own. To delete one, open the view menu, point at the view and click its bin icon, then Delete — deleting the view you're on brings the list back to All organizations. Renaming a view isn't available yet.
Save as segment (in Save as ▾) saves your search and conditions as an organization segment, and Add to segment, in the bar that appears when you select organizations, adds them to one by hand (see Organization segments). The view menu lists your organization segments too: choose one to see the organizations in it.
Choose which columns show with Columns, including any custom organization fields you've added. Your browser remembers the choice for All organizations; a saved view keeps its own columns. The filter row reads "50+ organizations" while more are still to load as you scroll.
Add an organization with New organization — a name and, if you know it, its domain. If an organization with the same name already exists, you're told and offered a link to open it; you can still create the new one.
Open an organization to edit its profile, manage its domains, see its contacts and write notes.
Merge duplicates, archive organizations you no longer work with, and delete one added by mistake — if no contacts and no CRM record are linked to it.

Linking a contact to an organization

On a contact's profile, the Work section has an Organization field. It works like adding a tag:

Click the field and start typing a name or a domain.
Matching organizations appear as you type, with their domain and how many contacts they have. An organization whose domain matches the contact's work email is marked Matches email and listed first. Organizations you've archived aren't suggested.
Pick one to link it. If none fits, choose Create organization “…” — the organization is created and linked in one step, and the contact's work email domain is added to it when no other organization already has it.

A linked organization shows as a chip. Click its name to open the organization, or click × to unlink it.

The contact's headline then reads “job title at organization” — for example, “Head of Growth at Acme Corporation”. You can also set the organization when you add a new contact, from the Organization column in the Contacts list (click the cell to link, change or unlink it), and when you import contacts (see Importing contacts).

In the New contact form, Create organization “…” doesn't create anything yet: the contact is saved first and the organization is created and linked to them when you click Save. If the organization can't be created — a name that is too long, say — the contact is still saved, the form says why, and the Organization field opens again so you can create it under another name, pick an existing organization, or close the form without one.

A linked contact's company is always its organization's name — in the Contacts list, in segments and in emails that use the company merge tag; a contact that isn't linked yet keeps the company name it had. Rename the organization and every linked contact shows the new name straight away. A segment condition that names the old spelling exactly (“company is ACME Corp.”) stops matching those contacts, so check segments built on an exact company name after a rename.

How contacts get linked automatically

You don't have to link every contact by hand. When a contact arrives with a company name — from a web form, a contact import, a CRM sync, the assistant or the API — the app links it for you:

If the contact's work email domain belongs to an organization, the contact is linked to that organization.
Otherwise, if an organization has the same name, the contact is linked to that one. Names match even when they differ in capitals, punctuation, a leading “The”, or a legal ending such as Inc, LLC, Ltd, Corp or GmbH — so “ACME, Inc.” matches “Acme”. Archived organizations count too, so an import never creates a second copy of one you archived. If two organizations share a name, the active one with the most contacts is used.
Otherwise the organization is created, the contact's work email domain is added to it, and the contact is linked to it.

Three rules keep this safe:

An automatic link never moves a contact who is already linked. To move a contact to a different organization yourself, unlink it and pick another organization, or use Link contact on the other organization's page.
Values that aren't really companies never create an organization. Entries such as “n/a”, “none”, “-”, “self-employed”, “freelance”, “student”, “retired”, “private” or “unknown” are left alone — and so are “Home Inc” or “Test Company”, which read as the same placeholders once the ending is dropped.
Free email domains never match. A gmail.com or outlook.com address says nothing about where someone works, so those domains are ignored.

A CRM with organization sync is different. When your CRM says which account a contact belongs to — a Dynamics 365 account, a Pipedrive organization or a HubSpot company — that account's organization is the contact's organization, and a move in your CRM moves the contact here, under your connection's conflict rule. The steps above still link a contact whose CRM record has never had an account; once a contact's CRM record has had an account, its company text no longer links it. See CRM organization sync.

The first time you open Organizations

When organizations arrive in your account, the app reads the company names already on your contacts, creates an organization for each company, and links the contacts to them. Contacts that share a company name or a work email domain end up in the same organization, and the most common spelling of the name is the one it gets.

Free email and internet-provider addresses (gmail.com, outlook.com, comcast.net and the like) never group anyone, and a work domain shared by more than three different company names — a consultancy's, an agency's or a shared office's — groups no one: a contact that only that domain would have linked is left for you to link. Every linked contact then shows its organization's name, so a contact whose company was typed “ACME Corp.” shows “Acme Corporation” if that's the spelling its organization got. This first pass is quiet: it doesn't start any journey.

While this runs, the Organizations tab tells you it's still linking your contacts. When it's done, a banner says how many organizations were created and how many contacts were linked:

Review created organizations narrows the list to exactly those organizations, so you can check them, merge any duplicates and fill in details.
Skipped values lists the company entries that weren't turned into organizations because they looked like placeholders, with how many contacts had each one. It also says how many contacts weren't linked because their email domain is shared by many companies, or because their company name is too long.
× dismisses the banner in your browser. It doesn't come back unless the linking runs again.

Until a contact is linked, it keeps showing the company name it had before, so nothing goes blank in the meantime. If the linking doesn't finish, the banner says so instead:

It couldn't finish. An admin sees a Retry button on the banner; everyone else is told an admin can retry it.
It has stopped. If a run shows no progress for about 15 minutes, the banner says that linking has stopped. It picks up again when the app restarts — contact support if the message stays.
There are too many company names. In a very large account (more than 100,000 different company-and-domain combinations) the linking doesn't run on its own. The banner says there are too many company names to link your contacts automatically and to contact support to finish it. Until then contacts keep the company name they had.

The organization page

Header — the name (with an Archived tag when it is archived), then the domain, industry, number of employees and location, and the owner. Merge and the ⋯ menu (Archive organization or Unarchive organization, and Delete organization when no contacts — archived ones included — and no CRM record are linked to it) are on the right. An organization synced with your CRM also shows a Synced with … chip naming your CRM next to its name — Synced with Dynamics · synced 2 min ago, for example, or “· not synced yet” — that opens the account in your CRM; linked to accounts in more than one CRM — after you switched CRMs, say — it shows a chip for each. Under the name it shows its CRM owner — “CRM owner · Jane Doe · jane@acme.com” — which is read-only: it changes only in your CRM (see CRM owner). A second account that a merge left on it is listed as Also linked (merged): …, with your CRM's name and the account's full id.
Domains — the organization's web domains. Add one, remove one, or make another the primary domain; the first one you add is primary. A domain can belong to only one organization; if you add one that's already taken, you're told which organization has it. Domains are kept without www. or https://. Free email domains such as gmail.com can't be added. If the domain belongs to an archived organization, you're told that too.
Fields — the built-in fields (name, website, LinkedIn URL, description, logo URL, industry, employees, annual revenue, type, owner, phone and address) and any custom organization fields, in a card for each section — Identity, Firmographics, Relationship, Headquarters and Custom — as on a contact's page. Click a value to edit it. Click a section's name to fold the card away; your browser remembers which ones you folded.
Account activity — at the top of the middle column, the same card on every organization: how many active contacts it has, how many of them were engaged in the last 30 days, when one of them last did something, and their activity week by week over the last 90 days. Activity is what its contacts did that the app records — opening or clicking an email, visiting a page, submitting a form, replying to a text, and registering for or attending an event. Archived contacts aren't counted. The card is worked out each time you open the page, and again when you link or unlink someone under Contacts or merge a duplicate into the organization, so it's always current; it can't be edited or pinned. If it can't be loaded, the card says “Couldn't load this organization's activity.” — click Try again.
Contacts — the contacts linked to the organization, with their job titles. Link contact finds a contact by name or email and links them; one who is linked to another organization is shown with that organization's name and moves here when you link them. × unlinks a contact. Archived contacts are listed too, marked Archived, and count in the organization's number of contacts. View all N in Contacts opens the Contacts list showing only this organization's contacts — archived ones included — ready to add to a segment or tag (archived contacts never become segment members: Add to segment and Save as segment leave them out). The organization appears as a filter chip above the list; if you save that list as a segment or a view, the organization condition is saved with it. A link to an organization that has since been merged away shows the kept organization's contacts.
Notes — what your team knows: a renewal date, who holds the budget, what came up on the last call. Click + Add note and write it. A note is visible to your team unless you tick Private — only you can see it; a private note is visible only to the person who wrote it. The assistant reads team notes only: a private note is never shown to it, in a chat, a routine or a journey. A note can have up to 50 files attached and up to 20,000 characters. Click a file to open it in a new tab — a PDF, a picture, plain text, audio or video — or, for any other kind of file, to download it. If a save can't be confirmed — for example because the connection dropped — the composer says so and keeps your draft; the note may still appear in the list, so check before saving it again.
What the assistant remembers — the organization's memory: the latest research you applied, the facts people asked the assistant to keep and the facts routines saved, each with who saved it and where it came from; delete any fact here (see What the assistant remembers). A field you filled from research shows its source under it until someone edits it.
Tags and About this record — tags you add (up to 100 per organization), then where the organization came from (for example, “Backfill from company names” for one created from your contacts' company names) and when it was created and last changed.
Segments — between those two, the Segments card lists the organization segments it is in, each marked Auto (it matches the conditions) or Added by hand. + Add to segment opens a list of organization segments to search and pick from; × takes it out of one it was added to by hand, and Exclude keeps it out of one whose conditions it matches. While the organization is archived, the card reads “In no segments while archived” (see Organization segments).
CRM records — under Segments, the same card a contact's page shows: each account it is linked to that is still active in your CRM — the one it syncs with, and any a merge left on it — with your CRM's name for the record and when it last synced, and Open in CRM › to open it in your CRM. An account deleted or deactivated in your CRM is no longer listed, and an organization with no account still active there has no such card.

Merging duplicates

On the Organizations tab, select two or more organizations and click Merge in the bar that appears — or click Merge on an organization's page and search for its duplicate.
Pick the organization to keep. The one with the most linked contacts is picked for you to start with.
Read what will happen: how many contacts move, the combined list of domains, which empty fields are filled from the other organization, and where the kept organization's values win.
Click Merge organizations.

The kept organization keeps its own values, and any field it has empty is filled from the merged ones. Tags, domains, notes and linked contacts are combined. The merged organizations are then removed, and any link or @-mention that pointed at one of them opens the kept organization instead. A few rules apply:

One merge can fold up to 50 organizations into the one you keep and move up to 10,000 contacts. Above that the dialog warns you and won't merge — merge in smaller steps, or ask an administrator to raise the limit.
You can't keep an archived organization — unarchive it first (an archived organization can be merged into an active one).
The address is kept or filled as one block, never mixed from two organizations.
The kept organization keeps up to 100 tags.
The merged names are remembered: a contact that later arrives with one of them — from an import, a form or a CRM sync — is linked to the kept organization. Searching the Organizations tab for a merged name finds the organization it went into.
Every contact that moves counts as an update to its Company, so journeys that start when a contact's company changes can start for them. A journey that starts when someone joins a company (Contact updated watching Organization) doesn't: the contacts a merge moves didn't join anything. If the merge fills in any of the kept organization's empty fields, it also counts as an update to that organization, so journeys that start on Organization updated can start for its contacts.
Segments, saved views and journey conditions saved on an organization itself keep matching after it's merged into another: they follow it to the kept organization. A condition that says “is not” that organization also leaves out the contacts who were moved in by the merge. A condition on a company name works by name, so it doesn't follow a merge: contacts the merge moved show the kept organization's name.
Organizations synced with your CRM. The merged organization's account moves to the one you keep — as a second account, listed as Also linked (merged), when the kept one has its own — and every contact who moves gets the kept organization's account in your CRM. Nothing is merged in your CRM itself (see Merging organizations).

Archiving and deleting

Archive an organization you no longer work with — from its ⋯ menu, or for several at once by selecting them on the Organizations tab and clicking Archive in the bar. It's hidden from the list and from the Organization field's suggestions, but linked contacts keep their link and show an Archived tag next to it. Turn on Show archived to find archived organizations, and unarchive one from its ⋯ menu. Automatic linking still matches archived organizations, so an import never creates a second copy of one. Because an archived organization isn't suggested, typing its exact name — in a contact's Organization field or in New organization — shows no warning and offers to create a new one; if it's the same company, unarchive it instead.

Delete organization is in the ⋯ menu only when no contacts — archived ones included — and no CRM record are linked to it; otherwise it isn't there. Merge an organization that still has contacts into the one it duplicates, or move its contacts first. A link to an account in your CRM is kept even after the account is deleted or deactivated there (the CRM records card then no longer lists it), so an organization that was ever linked to one — or got one in a merge — can only be archived. You're asked to confirm, and deleting removes the organization for good — with its domains, notes and memory (see What the assistant remembers). If a contact was linked to it in the meantime, the delete is refused, the page says why, and Delete organization is no longer in the menu. The assistant never deletes an organization; it offers to archive or merge instead.

Organizations synced with your CRM. Archiving or unarchiving an organization never changes its account in your CRM. An account deactivated or deleted in your CRM archives its organization here, and reactivating the account unarchives it (see Archiving, deleting and restoring).

Organization fields

Organizations have their own fields, separate from contact fields. Go to Settings → Fields and use the Contact | Organization switch at the top to see the organization fields and to add your own — for example a “Contract tier” dropdown. Custom organization fields work much like custom contact fields; see Custom fields. Built-in fields can be renamed and moved between sections there, but they can't be deleted or made required. The Industry and Type dropdowns come with a starting list of options (Type: prospect, customer, partner, competitor, vendor, other) that you can edit like any other dropdown.

Use organization fields in segments and journeys

An organization's fields work as conditions on its contacts. Wherever you build a condition on a contact — a segment's conditions, a journey's If / Else and Switch steps and its goal and exit conditions, and the conditions of a Contact created or Contact updated trigger — you can pick the organization's fields, built-in and custom, each labelled "Organization · …" (the segment builder groups them as Organization fields and Organization custom fields; the journey builder and the trigger field list as Organization). A condition such as "Organization · Industry is Software" matches the contacts linked to a software company; you still always reach contacts, never the organization itself.

A few rules apply everywhere:

No organization means empty. A contact that isn't linked to an organization reads every organization field as empty, so ≠ (is not — not equals in a trigger) and is empty include it. To keep only linked contacts, add Organization is set in a segment, or Organization · Name with is set in a journey.
Domain matches any domain. "Organization · Domain is acme.io" finds the contacts at an organization that has acme.io among its domains; the Domain column of the Contacts list shows the primary one and sorts by it.
Use Organization · Name, not Company. New conditions on an organization's name use Organization · Name; Company conditions you saved before keep working, and a new one is refused when you save (see Company is retired for new work).
Archived organizations count. Their contacts are still linked and match their fields. (An organization segment is different: an archived organization is never in one.)
Merges and renames. After a merge, the contacts that moved match the kept organization's fields. A condition on Organization · Name checks the current name, so it stops matching after a rename, like a Company condition.
Lists of organizations are organization segments. A send and a journey still reach contacts: an organization segment sends to the contacts at its organizations (see Organization segments).

In the Contacts list you can also add organization columns, sort by Employees, Type, Industry, Domain, CRM owner or CRM owner email, and save them in a view. Changing an organization starts a journey for its contacts only through the Organization updated trigger — see Start a journey when an organization changes.

Organization segments

An organization segment is a saved list of organizations — "software companies with more than 200 employees", "our customer accounts" — kept up to date by its conditions, plus any organizations you add or remove by hand. See Segments for how its membership works.

From the Organizations tab. Filter the list, then use Save as ▾ → Save as segment: it saves your search and your conditions as an organization segment (archived organizations never become members, whether or not Show archived is on). The segment keeps your search as a match on the organization's name or domain — the list's search also finds an organization by its name written another way and by the exact name of an organization merged into it, so a segment saved with a search can hold other organizations than the ones the list showed. To add organizations by hand, select them, click Add to segment in the bar and pick an organization segment. Archived organizations in your selection are left out, and the notice says how many were; with only archived ones selected, Add to segment is greyed out — unarchive them first. A long selection is added a thousand organizations at a time; if one batch is refused, the message says how many were added before it stopped.
From the Segments page. Click + New segment and choose Describe with AI or Build with filters under New organization segment. Its conditions are the organization's fields, Has at least N contacts and Is in segment (see Building conditions).
On an organization's page, the Segments card lists the organization segments it is in and adds it to another one.
Sending. Pick an organization segment as a journey's audience — it's listed under Contacts at organizations in — or ask the assistant for an email or a text to one: it reaches the contacts at its organizations.
In journeys. An If / Else or Switch step can check whether a contact's organization is in an organization segment, and a Membership step can add the contact's organization to one or remove it (see Branching and timing and Actions).
Archived and merged. An archived organization is never in an organization segment; unarchive it and it's back. A merge moves the hand-picked memberships to the organization you keep, in every segment where it has none of its own.

Not available yet: organization tags as conditions, and segment checks in a journey's trigger, goal or exit conditions.

Organization reports

Reports can count your organizations, not only contacts. Eight built-in organization reports in the Library show your accounts by industry, type and size, how many you add each month, how many contacts you know at each, and which accounts are most engaged or have gone quiet. Click an organization in one of them to open its page, and ask the assistant account questions such as "which industries have the most engaged accounts?". See Organization reports.

Start a journey when an organization changes

A journey can start when an organization changes, once for each of the contacts linked to it — for example, "when a company's Type becomes Customer, start onboarding for its contacts". In the journey builder, pick one of two triggers (see Triggers):

Organization updated — one of the organization's fields changed, built-in or custom. Pick the fields to watch in Organization fields and, if you like, what a field changed from or to.
Organization created — a new organization was added: by hand, by the assistant, through the API, from a new account in your CRM, or when a contact is saved with a new company name — from the New contact form, a web form, a CRM sync or an import. The contact who is saved with the new company is enrolled too.

A few rules apply:

Who is enrolled. The contacts linked to the organization a few seconds after the change, each on their own run. Archived contacts never are. A large organization's contacts are started in batches, so the last of them may start a few seconds — or, for a very large organization, a few minutes — later. You still reach contacts, never the organization itself.
Not every change counts. Archiving or restoring an organization, adding or removing a domain, and deleting one never start a journey, nor do the first-time linking, an organization created by a journey's own Update contact step, the first sync with your CRM, or merging dropdown options in Settings → Fields — which is why Status and Domain aren't fields these triggers can watch. A spreadsheet import starts these journeys only when it runs live; a change that comes from your CRM after the first sync starts them like any other.
One start per 30 seconds. With Allow re-entry on, two edits to the same organization within 30 seconds start the journey once for each contact.
Company or contact. A change to the company is Organization updated; a change to a contact — including linking them to an organization or moving them to another — is Contact updated. To start a journey when someone joins a company, pick Organization in that trigger's Fields (see When someone joins a company): Organization created doesn't reach contacts linked after the organization was created, such as the contacts the assistant links to an organization it has just created.

Use organization fields in messages

An email or a text can print the contact's organization: its name, industry, size, website, address and its other fields, built-in and custom. When you write in a chat or in a journey's email or notification editor, the field picker lists them in an Organization fields group, labelled "Organization · Name", "Organization · Industry" and so on. In the pencil editor and in a journey's text message there is no picker: type the tag, or ask the assistant to personalize the message for you. The tags look like this:

{{ organization.name }} — the organization's name. Use it for the company a contact works at; messages that use {{ contact.company }} keep working and print the same name, but a new {{ contact.company }} is refused when you save.
{{ organization.industry }}, {{ organization.employee_count }}, {{ organization.city }} — a built-in field, by its key.
{{ organization.custom.tier }} — a custom organization field you added in Settings → Fields, by its key.
{{ organization.created_at }} and {{ organization.updated_at }} — when the organization was added and last changed ("Organization · Created" and "Organization · Updated" in the picker).

Each contact gets their own organization's values when the message goes out — in emails, texts, journey messages and team notifications.

An unlinked contact prints nothing. A contact that isn't linked to an organization prints every organization field as nothing. In an email you can add a fallback:
```
How is {{#if organization.name}}{{ organization.name }}{{else}}your team{{/if}} getting on?
```
A contact at Acme reads "How is Acme getting on?"; one with no organization reads "How is your team getting on?". A text can't do this (see SMS), so write it to read well either way.
Dropdowns print the option's name — "Banking and financial services", not its stored key. Numbers print as plain digits (5000000) and dates as the date (2026-10-23).
The owner isn't a merge field. It names a user of your account, not text for a customer to read.
The CRM owner is. {{ organization.crm_owner_name }} and {{ organization.crm_owner_email }} print the name and email of whoever owns the organization in your CRM, as your CRM shows them ("Organization · CRM owner" and "Organization · CRM owner email" in the picker), and {{ contact.crm_owner_name }} and {{ contact.crm_owner_email }} print the contact's own. They print nothing for a record with no CRM owner (see CRM owner).
A tag has to be written exactly. {{ organization }} on its own, {{ this.organization }} or {{ org.name }} names no field, so the email editor won't save it.
An unknown field is caught like an unknown contact field. The email editor won't save a tag naming a field your organizations don't have, a journey that uses one can't be published, and when the assistant writes an email and can't fix such a tag in two tries, it leaves a [[ PLACEHOLDER ]] in its place and tells you.

See Merge fields vs. placeholders for how a merge field and a placeholder differ.

Company is retired for new work

Before organizations, a contact had a free-text Company. Everything you saved with it keeps working exactly as before: segment and saved-view conditions, columns and sorts, report fields, journey conditions, Company triggers, {{ contact.company }} in emails and texts, and the forms, journey steps and imports that write a company name. What changes is new work: a save that adds a new Company reference is refused, nothing is saved, and the message says what to use instead.

A condition, column, sort, report field or merge tag that reads Company: "Company has been replaced by Organization · Name. Use organization.name (merge tag {{ organization.name }})."
A trigger that watches Company, or a trigger condition on a change to Company: "The Company trigger has been replaced. Use Contact updated · Organization, and Organization · Name in conditions."
A journey step, form or import column that writes Company: "To link a contact to an organization by name, use Organization (link by name) (organization_by_name)."

This applies wherever the change comes from — the app, the assistant or the API. Saving something that already had a Company reference is fine — editing a journey with a Company trigger, say — as long as the change doesn't add another one. When the assistant gets one of these messages, it fixes its own work and saves again. Going back to an earlier version counts as a save too (see Version history).

An email template you import from another tool is changed on the way in, not refused: the {{ contact.company }} tags in its HTML — in the body, in the title that becomes the subject when you don't type one, and in the hidden preview line at the top — become {{ organization.name }}. A subject or preview text you type in the import dialog is your own text, so it isn't changed: if it has a {{ contact.company }} (or {{ company }}) in it, you get the first message above, nothing is imported, and you write {{ organization.name }} there instead.

The Company and Organization triggers differ in one way. A journey watching Company also starts for the contacts a merge moves; one watching Organization doesn't (see Merging duplicates). If a journey relies on starting for them, keep the one you have.

Organization (link by name) is how a company name is written onto a contact now. It links the contact to the organization with that name — creating it when none matches, as automatic linking does — and Clear unlinks it, the same as writing Company did. A landing-page form maps a company box to it, and an import's company column uses it. Neither company nor organization_by_name can be a custom field's key.

A journey's Update contact step sets the organization with Organization. Pick Organization as the field, then search for the organization and pick it from the list. The step links each contact that has no organization yet to the one you picked; a contact already in an organization stays where it is, as with every automatic link. Clear unlinks the contact. If the organization you picked is later merged into another, the step links the organization it was merged into. If it's deleted, a journey that hasn't been published yet can't be published until you pick another, and a published one skips that update — the rest of the step still runs. A step saved earlier with Organization (link by name) or Company keeps that row and keeps working; new rows offer Organization only, and a step can set the organization once.

Working with the assistant

In a session, type @ and pick an organization — or type @org: followed by part of its name to narrow the list to organizations — to point the assistant at it. The assistant then sees the organization's basics (domain, industry, type and size), how many contacts it has, up to five of the contacts you know there with their job titles, and its latest team notes. You can ask it to:

summarize who you know at an organization,
answer questions about your accounts — which are most engaged, which have gone quiet, how many you have in each industry — or build a report about them (see Organization reports),
build a segment — a contacts segment on organization fields ("the contacts at software companies with more than 200 employees") or an organization segment ("software companies with more than 200 employees", "accounts with at least 2 contacts who clicked an email this month"); asked for contacts at a kind of company ("VPs at fintech companies"), it builds one contacts segment — on an organization segment you already have, or on the companies' fields — and offers to save the companies as an organization segment as well,
write an email or a text that names each contact's company — it uses {{ organization.name }},
find an organization, create one, or update its details,
research an organization on the web — it shows what it found on a card, each value with its source, and saves only what you tick (see Research an organization),
remember a fact about an organization, or forget one (see What the assistant remembers),
add a domain, link contacts to an organization or unlink them, or archive it,
add a team note (the assistant can't write private notes),
build a journey that starts when an organization changes — for example "when a company becomes a customer, tag its contacts for onboarding" (it uses Organization updated; a change to a contact uses Contact updated) — or when someone joins a company, such as "when someone joins a company that's a customer, start onboarding" (it uses Contact updated, watching Organization),
build a journey that checks whether a contact's organization is in an organization segment, or adds the contact's organization to one — @-mention the segment so it uses the right one,
merge two organizations — it can show you what the merge will do first, and merges only after you approve it.

The assistant asks for your approval before it moves, unlinks or merges. When it is about to move contacts from one organization to another, unlink contacts from an organization, or merge organizations, the chat pauses on an approval card that lists what it is waiting to do — for example “Move 3 contacts from “Initech” to “Globex”. Moving: “Ann Lee”, “Bo Kim”, “Cy Ray”.” or “Merge “Beta” into “Alpha” — 412 contacts move. This can't be undone.” Names are shown in quotes, up to five contacts (then “+N more”), and never with their email addresses or your notes; if the assistant is waiting on more than one thing, each gets its own line, and anything else waiting on the same answer — an email send, say — is counted (“And 1 more action.”) rather than named. Nothing changes until you choose approve — any other answer, including “yes”, counts as a rejection and leaves everything as it was. Approving does what the card showed: a contact that someone moved, linked or unlinked in the meantime is left where it is, and the assistant tells you; a card that said nothing would change — for example a merge into an archived organization — never changes anything, even if the organization is unarchived before you approve; if a merge ends up moving a different number of contacts than the card said, the assistant tells you that too. If the assistant could not show what a move or merge would do, the card can't be approved — ask it to try again. If you reload the page while the card is waiting, the approval card comes back. Linking a contact that has no organization yet, and showing what a merge would do, don't need approval.

When two organizations have the same name, the assistant doesn't guess: it is shown both and asks which one you mean. Asking it to “email everyone at Acme” means the contacts linked to Acme — never the organization itself.

Adding someone who is already a contact. Asking the assistant to “add Dana Lee to Globex” should link the Dana Lee you already have, not create a second one. If it tries to create a contact from a name alone — no email address and no phone number — and a contact already has that same first and last name, nothing is created. Names count as the same when they differ only in capital letters, in spacing (tabs and non-breaking spaces included), or in how an accented letter is encoded; José and Jose are still different names. Archived contacts count too. When exactly one active contact has the full name, the assistant uses that contact — for example, it links it to the organization you asked for. When several contacts have the name, when the one it found is archived, or when you gave only a first or a last name, it asks you which contact you mean. It creates a second contact with the same name only when you tell it this is a different person. A contact created with an email address or a phone number is created as usual (an email that's already on a contact gives you that contact). Moving the existing contact out of another organization still asks for your approval, as above.

In routines, automations and journeys the assistant's reach is limited. Working on an organization itself, a routine can look it up, add a team note and add facts to its memory; an automation can look it up and add a team note; and a journey step can only look it up, reading the organization's memory but never writing it (see What the assistant remembers). None of them can research, create, archive or merge an organization, or link or unlink its contacts. Creating or updating a contact with a company name still links a contact that has no organization yet, the way an import does (and creates the organization if none matches) — but moving a contact out of its organization, or unlinking it, needs a person. These runs may write to your customers, so when they look up an organization they are given all of its fields, its memory and the names and job titles of its contacts, but no notes and none of its contacts' email addresses — and they are told so. The same goes for looking up contacts: a search or a contact's details come with names, titles and organizations but no email addresses, except the address of the contact a journey step is running for. To write to someone, they name the contact and the send fills in the address.

Example scenarios

Scenario: Tidy up after your organizations are first created

Go to Organizations and click Review created organizations on the banner.
Sort by Organization and look for near-duplicates, such as “Acme Corporation” and “ACME Corp.”.
Select both, click Merge, keep the one with more contacts, and confirm.
Open Skipped values on the banner to see which company entries were placeholders, and fix any contact whose real company was left out by setting its Organization field.

Scenario: Reach everyone you know at one company

Open the organization.
In Contacts, click View all N in Contacts.
Select the contacts and use the bulk bar to add them to a segment, tag them, or start an email to a few of them.

FAQ

Q: Can a contact belong to more than one organization? A: No. Each contact belongs to at most one organization. To change it, unlink the current one and pick another, or use Link contact on the new organization's page.

Q: Can I send an email to an organization? A: No. Messages always go to contacts. To reach the contacts at an organization, open it and use View all N in Contacts, then send to those contacts. To reach the contacts at many organizations at once, put the organizations in an organization segment and send to it — it goes to the contacts at the organizations in it.

Q: What happened to the Company field on my contacts? A: It became the Organization field in the Work section. Anything that used the company before — segment conditions, columns in a saved view, emails with the company merge tag, CRM field mappings — keeps working and now shows the organization's name. A condition that spells a company exactly can stop matching after a rename; see Segments. For a new condition, use Organization · Name or any other organization field (see "Use organization fields in segments and journeys" above). In a new email or text, print the company with {{ organization.name }} (see "Use organization fields in messages" above).

Q: If I rename an organization, do journeys waiting for a company change start? A: Not those. A rename changes the name every linked contact shows, but it doesn't count as a change to those contacts, so journeys that start when a contact's company changes don't run. Linking, moving or unlinking a contact does count — and so does a merge, for every contact it moves, though not for a journey that starts when someone joins a company. The first-time linking when organizations arrive doesn't. A journey that starts on Organization updated, with Name among the fields it watches, does start — once for each of the organization's contacts.

Q: Do organizations sync with my CRM? A: Yes — with Dynamics 365, Pipedrive and HubSpot. Your CRM's accounts (organizations in Pipedrive, companies in HubSpot) become organizations here and stay in step both ways, under your connection's conflict rule; a contact's account in the CRM is its organization here; and each contact and organization shows its CRM owner. It's on for every CRM connection, and an admin can turn it off in the connection's details — see CRM organization sync. With it off, a CRM sync links each contact to an organization by its company name or work email domain and never moves a contact that's already linked; for Pipedrive, see Pipedrive. Either way, in a CRM where the company is also a plain field on the contact — HubSpot's company name, say — a rename or merge you make here reaches that field on each linked contact the next time that contact syncs.

Q: Who can see and change organizations? A: Everyone who can work with contacts can view, create, edit, link, archive and merge organizations, delete one when no contacts and no CRM record are linked to it, and write notes on them. Adding or changing organization fields in Settings → Fields, and retrying the first-time linking, needs an admin, as changing contact fields does.