Associate accounts

Link child accounts to their parent within your CRM

The associate action links child accounts to their parent using your CRM's native hierarchy.

Open Associate accounts in Kernel

Association types

Type	What happens
Link to existing parent	Kernel fills the Parent Account field with a parent that already exists in your CRM.
Reparent	Kernel replaces an incorrect parent link with the proposed parent.
Create missing parent	Kernel creates the parent account, then links the child accounts to it. Children that share the same missing parent are grouped together.

An association keeps the child and parent as separate accounts. You can change the parent link later in your CRM.

Choose which suggestions appear

Open Rules > Associations to skip suggestions involving holding companies, new parents without websites, or new parents that share the child's domain. The same tab controls whether safeguarded accounts can be included.

Read the association rules

For country-specific records or companies absorbed by a parent, Rules > Duplicates lets you choose association instead of merging. When a new parent is needed, its creation also uses the new-account settings on your Salesforce connection's Advanced tab.

Review and associate

1. Open a group and check the proposed parent and each child account.

2. Read the reasoning and check the risk tier and current CRM parent.

3. Choose Associate and review the confirmation, or Reject to keep the current relationship.

4. Check Actioned for the result.