---
title: "What Custom One is"
description: "Record once, and every person who comes through gets their own video."
slug: "en/start/what-is-custom-one"
url: "https://docs.custom.one/en/start/what-is-custom-one/"
capability: "funnel"
published_at: "2026-10-26T03:23:15.484Z"
---
Record once, and every lead gets their own video. That is the product in one
sentence, and this page is what sits behind it.

You film a set of clips one time. Each lead answers your questions — or arrives
with what your list says about them — and gets their own customised video, with
personalised results: their name, their answers, their result. Two leads who
answer differently receive genuinely different videos, and it's your face and your voice in every one.

## What you build

The thing you build is called a **custom**.

A custom holds everything for one campaign or one offer: the questions you ask,
the clips you record, the **Landing page** where leads watch their video, what
goes out to them afterwards, and every lead who has been through it.

You can have as many customs as you like. They share your workspace — its brands,
its team and its plan.

## Where your leads come from

Every custom is one of two kinds — **Quiz** or **Outreach** — set when you create
it, and it stays that kind.

- A **Quiz** custom collects fresh leads. A **quiz** is the set of questions a
  lead answers. It is one part of a custom, and the main way leads reach a
  Quiz custom: you share its link, and the people who take it become your leads.
- An **Outreach** custom is built around a list you already have. Leads come from
  a list you import, or from another tool posting them in as they arrive — see
  [Bring people in](/en/customs/people/bring-people-in/). It has no quiz: what
  you know about each lead comes from the list.

Either way, every lead ends up in the custom's **Leads** tab.

## What happens to each lead

1. They arrive — through your quiz, or from a list you imported.
2. Their answers — or what your list says about them — decide which of your
   clips they get.
3. Their own video is made for them, with personalised results, and the link
   reaches them by email or text — see
   [Delivery](/en/customs/delivery/).
4. They watch it, and the action you put under the video — a link, a booking
   page — is their next step.

Every other section of this documentation covers one part of that sequence.