Building custom cards inside the CRM
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Paul and Buzco build a custom HubSpot UI extension live: rendering data, wiring actions, and shipping a card that lives right inside the record. Includes a working code sample.
Key ideas
Show notes
UI extensions let you bring custom functionality directly into the HubSpot record view, where reps actually work. Paul and Buzco build one from scratch, covering the SDK, data fetching, and the design choices that make an extension feel native. A code sample is included.
Timestamps
Quotable
“If your extension feels native, reps just use it. If it feels bolted on, they route around it.”
— Paul Maxwell
Full transcript
Paul: UI extensions are underrated because they put your custom logic exactly where the rep already is, on the record. No context switch, no separate tool, no tab-hopping.
Buzco: And the SDK is genuinely nice to work with now. You fetch your data, render a card, wire an action, and it lives inside HubSpot like it was always there.
Paul: The trick is making it feel native. If your extension looks and behaves like the rest of the CRM, reps just use it. If it feels bolted on, they route around it.
Buzco: So we lean on the design system, keep the interactions predictable, and make writes explicit. In the code sample you'll see exactly how that action wiring works.
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