diff --git a/.eslintrc.js b/.eslintrc.js
index 6e251d069..cb9b9e50c 100644
--- a/.eslintrc.js
+++ b/.eslintrc.js
@@ -20,7 +20,7 @@ module.exports = {
   rules: {
     "@typescript-eslint/no-unused-vars": ["warn", { argsIgnorePattern: "^_" }],
     "no-constant-condition": ["error", { checkLoops: false }],
-    "no-console": ["error", { allow: ["warn", "error"] }],
+    "no-console": ["warn", { allow: ["warn", "error"] }],
     "no-warning-comments": ["warn", { terms: ["xxx"] }],
     "no-var": 0,
     "@typescript-eslint/no-unsafe-return": 0,
diff --git a/app/components/BuildCard.tsx b/app/components/BuildCard.tsx
index 67a7b6f74..a1258051f 100644
--- a/app/components/BuildCard.tsx
+++ b/app/components/BuildCard.tsx
@@ -88,9 +88,7 @@ export function BuildCard({ build, owner, canEdit = false }: BuildProps) {
         <div className="build__date-author-row">
           {owner && (
             <>
-              <Link to={userBuildsPage(owner.discordId)}>
-                {discordFullName(owner)}
-              </Link>
+              <Link to={userBuildsPage(owner)}>{discordFullName(owner)}</Link>
               <div>•</div>
             </>
           )}
diff --git a/app/components/layout/Footer.tsx b/app/components/layout/Footer.tsx
index c8b87199a..64bbffb76 100644
--- a/app/components/layout/Footer.tsx
+++ b/app/components/layout/Footer.tsx
@@ -90,9 +90,7 @@ export function Footer({
           <ul className="layout__footer__patron-list">
             {patrons.map((patron) => (
               <li key={patron.id}>
-                <Link to={userPage(patron.discordId)}>
-                  {discordFullName(patron)}
-                </Link>
+                <Link to={userPage(patron)}>{discordFullName(patron)}</Link>
               </li>
             ))}
           </ul>
diff --git a/app/components/layout/UserItem.tsx b/app/components/layout/UserItem.tsx
index 14ab80c87..d0beec8ab 100644
--- a/app/components/layout/UserItem.tsx
+++ b/app/components/layout/UserItem.tsx
@@ -26,7 +26,7 @@ export function UserItem() {
         }
       >
         <div className="layout__user-popover">
-          <Link to={userPage(user.discordId)}>
+          <Link to={userPage(user)}>
             <Button
               className="w-full"
               tiny
diff --git a/app/db/models/users/queries.server.ts b/app/db/models/users/queries.server.ts
index 6fd31fb62..c56611f07 100644
--- a/app/db/models/users/queries.server.ts
+++ b/app/db/models/users/queries.server.ts
@@ -42,7 +42,7 @@ export function updateProfile(
     | "inGameName"
   >
 ) {
-  updateProfileStm.run(args);
+  return updateProfileStm.get(args) as User;
 }
 
 const updateByDiscordIdStm = sql.prepare(updateByDiscordIdSql);
diff --git a/app/db/models/users/updateProfile.sql b/app/db/models/users/updateProfile.sql
index 803911640..50854f122 100644
--- a/app/db/models/users/updateProfile.sql
+++ b/app/db/models/users/updateProfile.sql
@@ -8,4 +8,4 @@ set
   "motionSens" = @motionSens,
   "inGameName" = @inGameName
 where
-  "id" = @id
+  "id" = @id returning *
diff --git a/app/root.tsx b/app/root.tsx
index 638428a80..cd7ba038d 100644
--- a/app/root.tsx
+++ b/app/root.tsx
@@ -64,7 +64,7 @@ export interface RootLoaderData {
   patrons: FindAllPatrons;
   user?: Pick<
     UserWithPlusTier,
-    "id" | "discordId" | "discordAvatar" | "plusTier"
+    "id" | "discordId" | "discordAvatar" | "plusTier" | "customUrl"
   >;
 }
 
@@ -84,6 +84,7 @@ export const loader: LoaderFunction = async ({ request }) => {
             discordId: user.discordId,
             id: user.id,
             plusTier: user.plusTier,
+            customUrl: user.customUrl,
           }
         : undefined,
     },
diff --git a/app/routes/builds.tsx b/app/routes/builds.tsx
index 42bc57253..e3800cf64 100644
--- a/app/routes/builds.tsx
+++ b/app/routes/builds.tsx
@@ -46,7 +46,7 @@ export default function BuildsLayoutPage() {
           )}
         </nav>
         {user && (
-          <LinkButton to={userNewBuildPage(user.discordId)} tiny>
+          <LinkButton to={userNewBuildPage(user)} tiny>
             {t("builds:addBuild")}
           </LinkButton>
         )}
diff --git a/app/routes/calendar/$id/index.tsx b/app/routes/calendar/$id/index.tsx
index 7bc406739..d7ed795b9 100644
--- a/app/routes/calendar/$id/index.tsx
+++ b/app/routes/calendar/$id/index.tsx
@@ -203,7 +203,7 @@ function Results() {
                         player
                       ) : (
                         <Link
-                          to={userPage(player.discordId)}
+                          to={userPage(player)}
                           className="stack horizontal xs items-center"
                         >
                           <Avatar user={player} size="xxs" />{" "}
diff --git a/app/routes/index.tsx b/app/routes/index.tsx
index c7d346d65..2269387b7 100644
--- a/app/routes/index.tsx
+++ b/app/routes/index.tsx
@@ -176,7 +176,7 @@ function CalendarPeek() {
                     player
                   ) : (
                     <Link
-                      to={userPage(player.discordId)}
+                      to={userPage(player)}
                       className="stack horizontal xs items-center"
                     >
                       {discordFullName(player)}
diff --git a/app/routes/plus/suggestions.tsx b/app/routes/plus/suggestions.tsx
index 8e4ba4c39..5d2b8a97a 100644
--- a/app/routes/plus/suggestions.tsx
+++ b/app/routes/plus/suggestions.tsx
@@ -368,7 +368,7 @@ function SuggestedUser({
         <h2>
           <Link
             className="all-unset"
-            to={userPage(suggested.suggestedUser.discordId)}
+            to={userPage(suggested.suggestedUser)}
             data-cy="suggested-user-name"
           >
             {suggested.suggestedUser.discordName}
diff --git a/app/routes/plus/voting/results.tsx b/app/routes/plus/voting/results.tsx
index 502d381ca..77c4ec576 100644
--- a/app/routes/plus/voting/results.tsx
+++ b/app/routes/plus/voting/results.tsx
@@ -123,7 +123,7 @@ function Results({
                 </h4>
                 {tiersResults[status].map((user) => (
                   <Link
-                    to={userPage(user.discordId)}
+                    to={userPage(user)}
                     className={clsx("plus-history__user-status", {
                       failed: status === "failed",
                     })}
diff --git a/app/routes/u.$identifier.tsx b/app/routes/u.$identifier.tsx
index 9f66e9793..308b87a0b 100644
--- a/app/routes/u.$identifier.tsx
+++ b/app/routes/u.$identifier.tsx
@@ -1,3 +1,4 @@
+import * as React from "react";
 import type {
   LinksFunction,
   LoaderArgs,
@@ -5,7 +6,7 @@ import type {
   SerializeFrom,
 } from "@remix-run/node";
 import { json } from "@remix-run/node";
-import { Outlet, useLoaderData } from "@remix-run/react";
+import { Outlet, useLoaderData, useLocation } from "@remix-run/react";
 import { countries } from "countries-list";
 import { useTranslation } from "react-i18next";
 import { z } from "zod";
@@ -17,6 +18,14 @@ import { translatedCountry } from "~/utils/i18n.server";
 import { notFoundIfFalsy } from "~/utils/remix";
 import { discordFullName, makeTitle } from "~/utils/strings";
 import styles from "~/styles/u.css";
+import invariant from "tiny-invariant";
+import {
+  isCustomUrl,
+  userBuildsPage,
+  userEditProfilePage,
+  userPage,
+  userResultsPage,
+} from "~/utils/urls";
 
 export const links: LinksFunction = () => {
   return [{ rel: "stylesheet", href: styles }];
@@ -57,6 +66,10 @@ export const loader = async ({ request, params }: LoaderArgs) => {
     twitter: user.twitter,
     youtubeId: user.youtubeId,
     bio: user.bio,
+    customUrl: user.customUrl,
+    motionSens: user.motionSens,
+    stickSens: user.stickSens,
+    inGameName: user.inGameName,
     country:
       countryObj && user.country
         ? {
@@ -82,24 +95,26 @@ export default function UserPageLayout() {
 
   const isOwnPage = data.id === user?.id;
 
+  useReplaceWithCustomUrl();
+
   return (
     <>
       <SubNav>
-        <SubNavLink to="" data-cy="profile-page-link">
+        <SubNavLink to={userPage(data)} data-cy="profile-page-link">
           {t("header.profile")}
         </SubNavLink>
         {isOwnPage && (
-          <SubNavLink to="edit" data-cy="edit-page-link">
+          <SubNavLink to={userEditProfilePage(data)} data-cy="edit-page-link">
             {t("actions.edit")}
           </SubNavLink>
         )}
         {data.results.length > 0 && (
-          <SubNavLink to="results" data-cy="results-page-link">
+          <SubNavLink to={userResultsPage(data)} data-cy="results-page-link">
             {t("results")}
           </SubNavLink>
         )}
         {(isOwnPage || data.buildsCount > 0) && (
-          <SubNavLink to="builds" data-cy="builds-page-link">
+          <SubNavLink to={userBuildsPage(data)} data-cy="builds-page-link">
             {t("pages.builds")} ({data.buildsCount})
           </SubNavLink>
         )}
@@ -108,3 +123,30 @@ export default function UserPageLayout() {
     </>
   );
 }
+
+function useReplaceWithCustomUrl() {
+  const data = useLoaderData<typeof loader>();
+  const location = useLocation();
+
+  React.useEffect(() => {
+    if (!data.customUrl) {
+      return;
+    }
+
+    const identifier = location.pathname.replace("/u/", "").split("/")[0];
+    invariant(identifier);
+
+    if (isCustomUrl(identifier)) {
+      return;
+    }
+
+    window.history.replaceState(
+      null,
+      "",
+      location.pathname
+        .split("/")
+        .map((part) => (part === identifier ? data.customUrl : part))
+        .join("/")
+    );
+  }, [location, data.customUrl]);
+}
diff --git a/app/routes/u.$identifier/builds/index.tsx b/app/routes/u.$identifier/builds/index.tsx
index a6f4c131b..4a0937312 100644
--- a/app/routes/u.$identifier/builds/index.tsx
+++ b/app/routes/u.$identifier/builds/index.tsx
@@ -11,6 +11,7 @@ import { db } from "~/db";
 import { getUser, requireUser, useUser } from "~/modules/auth";
 import { atOrError } from "~/utils/arrays";
 import { notFoundIfFalsy, parseRequestFormData } from "~/utils/remix";
+import { userNewBuildPage } from "~/utils/urls";
 import { actualNumber, id } from "~/utils/zod";
 import { type UserPageLoaderData, userParamsSchema } from "../../u.$identifier";
 
@@ -68,7 +69,11 @@ export default function UserBuildsPage() {
     <Main className="stack lg">
       {data.builds.length < BUILD.MAX_COUNT && isOwnPage && (
         <div className="stack items-end">
-          <LinkButton to="new" tiny data-cy="new-build-button">
+          <LinkButton
+            to={userNewBuildPage(parentPageData)}
+            tiny
+            data-cy="new-build-button"
+          >
             {t("addBuild")}
           </LinkButton>
         </div>
diff --git a/app/routes/u.$identifier/builds/new.tsx b/app/routes/u.$identifier/builds/new.tsx
index e39757259..b46e2e5fa 100644
--- a/app/routes/u.$identifier/builds/new.tsx
+++ b/app/routes/u.$identifier/builds/new.tsx
@@ -151,7 +151,7 @@ export const action: ActionFunction = async ({ request }) => {
     db.builds.create(commonArgs);
   }
 
-  return redirect(userBuildsPage(user.discordId));
+  return redirect(userBuildsPage(user));
 };
 
 export const handle = {
diff --git a/app/routes/u.$identifier/edit.tsx b/app/routes/u.$identifier/edit.tsx
index 2be21bde7..4c60656c4 100644
--- a/app/routes/u.$identifier/edit.tsx
+++ b/app/routes/u.$identifier/edit.tsx
@@ -1,4 +1,5 @@
 import {
+  redirect,
   type ActionFunction,
   type LinksFunction,
   type LoaderArgs,
@@ -26,6 +27,7 @@ import { i18next } from "~/modules/i18n";
 import styles from "~/styles/u-edit.css";
 import { translatedCountry } from "~/utils/i18n.server";
 import { parseRequestFormData } from "~/utils/remix";
+import { isCustomUrl, userPage } from "~/utils/urls";
 import { falsyToNull, undefinedToNull } from "~/utils/zod";
 import { type UserPageLoaderData } from "../u.$identifier";
 
@@ -53,9 +55,8 @@ const userEditActionSchema = z.object({
     z
       .string()
       .max(USER.CUSTOM_URL_MAX_LENGTH)
-      .nullable()
       .refine(
-        (val) => val === null || Number.isNaN(Number(val)),
+        (val) => val === null || isCustomUrl(val),
         // xxx: translate
         "Name in the custom URL can't only contain numbers"
       )
@@ -66,6 +67,7 @@ const userEditActionSchema = z.object({
         "Custom URL can't contain special characters"
       )
       .transform((val) => val?.toLowerCase())
+      .nullable()
   ),
   stickSens: z.preprocess(
     undefinedToNull,
@@ -103,7 +105,7 @@ export const action: ActionFunction = async ({ request }) => {
     });
   const user = await requireUser(request);
 
-  db.users.updateProfile({
+  const editedUser = db.users.updateProfile({
     ...data,
     inGameName:
       inGameNameText && inGameNameDiscriminator
@@ -112,7 +114,7 @@ export const action: ActionFunction = async ({ request }) => {
     id: user.id,
   });
 
-  return null;
+  return redirect(userPage(editedUser));
 };
 
 export const loader = async ({ request }: LoaderArgs) => {
@@ -166,7 +168,6 @@ function CustomUrlInput({
 }) {
   // xxx: same width as textarea?
   // xxx: translate
-  // xxx: url from constant?
   return (
     <div className="stack items-start">
       <Label htmlFor="customUrl">Custom URL</Label>
diff --git a/app/routes/u.$identifier/results.tsx b/app/routes/u.$identifier/results.tsx
index 8e9d8766e..a38db68dc 100644
--- a/app/routes/u.$identifier/results.tsx
+++ b/app/routes/u.$identifier/results.tsx
@@ -58,7 +58,7 @@ export default function UserResultsPage() {
                           player
                         ) : (
                           <Link
-                            to={userPage(player.discordId)}
+                            to={userPage(player)}
                             className="stack horizontal xs items-center"
                           >
                             <Avatar user={player} size="xxs" />{" "}
diff --git a/app/utils/urls.ts b/app/utils/urls.ts
index aeca7a550..153f32c81 100644
--- a/app/utils/urls.ts
+++ b/app/utils/urls.ts
@@ -1,5 +1,5 @@
 import slugify from "slugify";
-import type { Badge, GearType } from "~/db/types";
+import type { Badge, GearType, User } from "~/db/types";
 import type { ModeShort, weaponCategories } from "~/modules/in-game-lists";
 import type {
   Ability,
@@ -36,11 +36,22 @@ export const COMMON_PREVIEW_IMAGE = "/img/layout/common-preview.png";
 export const ERROR_GIRL_IMAGE_PATH = `/img/layout/error-girl`;
 export const LOGO_PATH = `/img/layout/logo`;
 
-export const userPage = (discordId: string) => `/u/${discordId}`;
-export const userBuildsPage = (discordId: string) =>
-  `${userPage(discordId)}/builds`;
-export const userNewBuildPage = (discordId: string) =>
-  `/u/${discordId}/builds/new`;
+interface UserLinkArgs {
+  discordId: User["discordId"];
+  customUrl?: User["customUrl"];
+}
+
+export const userPage = (user: UserLinkArgs) =>
+  `/u/${user.customUrl ?? user.discordId}`;
+export const userEditProfilePage = (user: UserLinkArgs) =>
+  `${userPage(user)}/edit`;
+export const userBuildsPage = (user: UserLinkArgs) =>
+  `${userPage(user)}/builds`;
+export const userResultsPage = (user: UserLinkArgs) =>
+  `${userPage(user)}/results`;
+export const userNewBuildPage = (user: UserLinkArgs) =>
+  `${userBuildsPage(user)}/new`;
+
 export const impersonateUrl = (idToLogInAs: number) =>
   `/auth/impersonate?id=${idToLogInAs}`;
 export const badgePage = (badgeId: number) => `${BADGES_PAGE}/${badgeId}`;
@@ -101,3 +112,7 @@ export const mySlugify = (name: string) => {
     strict: true,
   });
 };
+
+export const isCustomUrl = (value: string) => {
+  return Number.isNaN(Number(value));
+};
diff --git a/cypress/e2e/builds.cy.ts b/cypress/e2e/builds.cy.ts
index c4da08fb3..15652156f 100644
--- a/cypress/e2e/builds.cy.ts
+++ b/cypress/e2e/builds.cy.ts
@@ -9,7 +9,7 @@ describe("user builds tab", () => {
   });
 
   it("views builds of other user", () => {
-    cy.visit(userBuildsPage(ADMIN_DISCORD_ID));
+    cy.visit(userBuildsPage({ discordId: ADMIN_DISCORD_ID }));
 
     cy.getCy("build-card").its("length").should("eq", 50);
 
@@ -18,7 +18,7 @@ describe("user builds tab", () => {
 
   it("operates ability selector", () => {
     cy.auth(1);
-    cy.visit(userBuildsPage(ADMIN_DISCORD_ID));
+    cy.visit(userBuildsPage({ discordId: ADMIN_DISCORD_ID }));
     cy.getCy("new-build-button").click();
 
     cy.getCy("UNKNOWN-ability").its("length").should("eq", 12);
@@ -39,7 +39,7 @@ describe("user builds tab", () => {
 
   it("adds a new build", () => {
     cy.auth(1);
-    cy.visit(userBuildsPage(ADMIN_DISCORD_ID));
+    cy.visit(userBuildsPage({ discordId: ADMIN_DISCORD_ID }));
     cy.getCy("new-build-button").click();
 
     cy.getCy("weapon-combobox-input").type("Luna Blaster{enter}");
@@ -62,7 +62,7 @@ describe("user builds tab", () => {
 
   it("edits build", () => {
     cy.auth(1);
-    cy.visit(userBuildsPage(ADMIN_DISCORD_ID));
+    cy.visit(userBuildsPage({ discordId: ADMIN_DISCORD_ID }));
 
     cy.getCy("edit-build-button").first().click();
 
@@ -77,7 +77,7 @@ describe("user builds tab", () => {
 
   it("deletes build", () => {
     cy.auth(1);
-    cy.visit(userBuildsPage(ADMIN_DISCORD_ID));
+    cy.visit(userBuildsPage({ discordId: ADMIN_DISCORD_ID }));
 
     cy.contains("Builds (50)");
     cy.getCy("delete-build-button").first().click();