A company rarely stands on its own. It has a parent, sister companies, a chair who used to run someone else in your pipeline. Relationship labels put those connections into HubSpot itself: Aira links each synced company to the related companies already in your account, and the connection shows in HubSpot's own Companies card on the record.
Turn relationship labels on
In Aira on desktop, click your name in the bottom left corner and open the Integrations tab. On the HubSpot row click Manage, then choose Relationship labels. Use the toggle in the top right corner to switch the feature on.
The first full check starts the moment you turn it on. From then on the page shows a count of how many related companies Aira has labelled, and the HubSpot row summarises the same thing, for example On, 4 related companies labelled.
What Aira labels
Aira looks for four kinds of connection, and each one gets its own label in HubSpot:
Parent, subsidiary and sister companies. Companies in the same corporate group, taken from the official group register. The label names the relation, such as Parent company (Aira) or Sister company (Aira).
Board member leads the other company. Someone on this company's board is the CEO of the other company, or the other way round. Labelled Its CEO is on our board (Aira).
Former leader. This company's CEO or chair led the other company within the last three years. Labelled Formerly led by our leader (Aira).
Shared board member. The same person sits on both boards. Labelled Shares a board member (Aira).
How the labels appear in HubSpot
Open a company record in HubSpot and look at the Companies associations card. Each related company appears as a tile, with the relationship shown as a label on it, such as Parent company (Aira) or Sister company (Aira).
Every label Aira writes carries the (Aira) suffix, so you can always tell Aira's work from the associations your own team has made. Aira does not put everything under a single label either: each relationship type is a separate association label, so you can tell a parent company from a shared board member without opening anything.
How Aira keeps the labels honest
Two things decide whether a connection gets labelled. Only companies Aira syncs are considered, and a related company is only linked if Aira can find it in HubSpot by organisation number. A relative that is not in your HubSpot account, or is there without a matching organisation number, is not linked.
Aira then keeps its own labels current. When a relationship ends, the label Aira wrote for it is removed. Associations your team created are never touched, whatever happens.
Switching relationship labels off is a clean-up, not a pause: every label Aira wrote is removed from HubSpot.
Put the labels to work
The labels are ordinary HubSpot associations, so the rest of HubSpot can act on them:
Add an Association label list card to your company record, pick the Aira labels you care about and add Lifecycle stage as a column. Because each relationship type is its own label, you can narrow the card to corporate group ties alone, or take in the leadership ones as well. You can then see at a glance that a prospect sits in the same group as an existing customer.
Build a company workflow that triggers on an associated company carrying an Aira label with Lifecycle stage Customer, and notify the owner. The rep hears about the warm route in before the first call, not after it.
These labels are HubSpot only
Relationship labels rely on HubSpot's association labels, which Salesforce has no equivalent of, so they are available on HubSpot connections only. The same page also labels the people on those companies: see contact labels. Your other HubSpot settings sit alongside it on the same page: import scope, signals, contact sync, field mapping and widget layout.