A customer wants to update a custom object’s associations to be associated with the company object. How should they go about it doing this from the UI, without making a call to the API?

Custom object associations can be managed from HubSpot settings when the user needs to connect a custom object with a standard CRM object. The relevant configuration is handled in the Data Management area, where object relationships can be edited without using the API. This is different from updating individual records because the change defines the association structure between object types. The UI path is appropriate when the required association is supported by HubSpot’s object settings. API calls are only needed when the task requires programmatic control or unsupported UI operations.