Party Relationship Group for non-household client groups
Key Takeaway
A non-household group, such as a board or a trade association, is a business account plus a Party Relationship Group, built with the New Group flow. A person account can belong to many groups but has only one primary group.
In the standard Agentforce Financial Services data model, the Party Relationship Group object can describe any group of clients, not only a household. Firms use these groups to organize clients beyond the family unit. They can then tailor communications and services for each group and see each client's financial and professional circles.
What a Party Relationship Group is
In the standard data model, a group is a business account combined with a related Party Relationship Group record. The business account holds the group. The Party Relationship Group says what kind of group it is. The same record also stores financial information and other details about the business account.
A business account counts as a household, not a business, because its related Party Relationship Group has the type Household. Households are the most common use, but the same object supports other kinds of groups.
Party Relationship Group records can bring together any group of individuals. Examples include:
- Trade association members
- Corporate and nonprofit board members
- Top customers
- Trade groups
- Neighborhoods
- Customers grouped by another context, such as services provided or home buyers
A group doesn't have to be permanent. Party Relationship Group records can also track temporary or former situations, such as short-term roommates.