diff --git a/codec.go b/codec.go
index b452a4ae..43d81ed2 100644
--- a/codec.go
+++ b/codec.go
@@ -69,6 +69,11 @@ func (p protoCodec) marshal(v interface{}, cb *cachedProtoBuffer) ([]byte, error
 }
 
 func (p protoCodec) Marshal(v interface{}) ([]byte, error) {
+	if pm, ok := v.(proto.Marshaler); ok {
+		// object can marshal itself, no need for buffer
+		return pm.Marshal()
+	}
+
 	cb := protoBufferPool.Get().(*cachedProtoBuffer)
 	out, err := p.marshal(v, cb)
 
@@ -79,10 +84,17 @@ func (p protoCodec) Marshal(v interface{}) ([]byte, error) {
 }
 
 func (p protoCodec) Unmarshal(data []byte, v interface{}) error {
+	protoMsg := v.(proto.Message)
+	protoMsg.Reset()
+
+	if pu, ok := protoMsg.(proto.Unmarshaler); ok {
+		// object can unmarshal itself, no need for buffer
+		return pu.Unmarshal(data)
+	}
+
 	cb := protoBufferPool.Get().(*cachedProtoBuffer)
 	cb.SetBuf(data)
-	v.(proto.Message).Reset()
-	err := cb.Unmarshal(v.(proto.Message))
+	err := cb.Unmarshal(protoMsg)
 	cb.SetBuf(nil)
 	protoBufferPool.Put(cb)
 	return err