diff --git a/cloud/bmaas/bmdb/reflection/BUILD.bazel b/cloud/bmaas/bmdb/reflection/BUILD.bazel
index f685b98..a324dab 100644
--- a/cloud/bmaas/bmdb/reflection/BUILD.bazel
+++ b/cloud/bmaas/bmdb/reflection/BUILD.bazel
@@ -9,8 +9,12 @@
     importpath = "source.monogon.dev/cloud/bmaas/bmdb/reflection",
     visibility = ["//visibility:public"],
     deps = [
+        "//cloud/bmaas/server/api",
         "@com_github_google_uuid//:uuid",
         "@com_github_iancoleman_strcase//:strcase",
         "@io_k8s_klog_v2//:klog",
+        "@org_golang_google_protobuf//encoding/prototext",
+        "@org_golang_google_protobuf//proto",
+        "@org_golang_google_protobuf//reflect/protoreflect",
     ],
 )
diff --git a/cloud/bmaas/bmdb/reflection/reflection.go b/cloud/bmaas/bmdb/reflection/reflection.go
index 1e2a414..6a45d27 100644
--- a/cloud/bmaas/bmdb/reflection/reflection.go
+++ b/cloud/bmaas/bmdb/reflection/reflection.go
@@ -17,7 +17,11 @@
 	"strings"
 	"time"
 
+	"k8s.io/klog/v2"
+
 	"github.com/google/uuid"
+	"google.golang.org/protobuf/encoding/prototext"
+	"google.golang.org/protobuf/proto"
 )
 
 // GetMachinesOpts influences the behaviour of GetMachines.
@@ -321,12 +325,19 @@
 	text  *string
 	bytes *[]byte
 	time  *time.Time
+	proto proto.Message
 }
 
 // HumanValue returns a human-readable (best effort) representation of the field
 // value.
 func (r *TagField) HumanValue() string {
 	switch {
+	case r.proto != nil:
+		opts := prototext.MarshalOptions{
+			Multiline: true,
+			Indent:    "\t",
+		}
+		return opts.Format(r.proto)
 	case r.text != nil:
 		return *r.text
 	case r.bytes != nil:
@@ -385,6 +396,16 @@
 		copied := make([]byte, len(src2))
 		copy(copied[:], src2)
 		r.bytes = &copied
+
+		if r.Type.ProtoType != nil {
+			msg := r.Type.ProtoType.New().Interface()
+			err := proto.Unmarshal(*r.bytes, msg)
+			if err != nil {
+				klog.Warningf("Could not unmarshal %s: %v", r.Type.NativeName, err)
+			} else {
+				r.proto = msg
+			}
+		}
 	case "USER-DEFINED":
 		switch r.Type.NativeUDTName {
 		case "provider":
diff --git a/cloud/bmaas/bmdb/reflection/schema.go b/cloud/bmaas/bmdb/reflection/schema.go
index a29c16b..b869f8a 100644
--- a/cloud/bmaas/bmdb/reflection/schema.go
+++ b/cloud/bmaas/bmdb/reflection/schema.go
@@ -7,7 +7,11 @@
 	"strings"
 
 	"github.com/iancoleman/strcase"
+	"google.golang.org/protobuf/proto"
+	"google.golang.org/protobuf/reflect/protoreflect"
 	"k8s.io/klog/v2"
+
+	"source.monogon.dev/cloud/bmaas/server/api"
 )
 
 // Schema contains information about the tag types in a BMDB. It also contains an
@@ -60,11 +64,27 @@
 	// NativeUDTName is the CockroachDB user-defined-type name of this field. This is
 	// only valid if NativeType is 'USER-DEFINED'.
 	NativeUDTName string
+	// ProtoType is set non-nil if the field is a serialized protobuf of the same
+	// type as the given protoreflect.Message.
+	ProtoType protoreflect.Message
+}
+
+// knownProtoFields is a mapping from column name of a field containing a
+// serialized protobuf to an instance of a proto.Message that will be used to
+// parse that column's data.
+//
+// Just mapping from column name is fine enough for now as we have mostly unique
+// column names, and these column names uniquely map to a single type.
+var knownProtoFields = map[string]proto.Message{
+	"hardware_report_raw": &api.AgentHardwareReport{},
 }
 
 // HumanType returns a human-readable representation of the field's type. This is
 // not well-defined, and should be used only informatively.
 func (r *TagFieldType) HumanType() string {
+	if r.ProtoType != nil {
+		return fmt.Sprintf("%s", r.ProtoType.Descriptor().FullName())
+	}
 	switch r.NativeType {
 	case "USER-DEFINED":
 		return r.NativeUDTName
@@ -134,11 +154,15 @@
 				foundMachineID = true
 				continue
 			}
-			tag.Fields = append(tag.Fields, TagFieldType{
+			field := TagFieldType{
 				NativeName:    column_name,
 				NativeType:    data_type,
 				NativeUDTName: udt_name,
-			})
+			}
+			if t, ok := knownProtoFields[column_name]; ok {
+				field.ProtoType = t.ProtoReflect()
+			}
+			tag.Fields = append(tag.Fields, field)
 		}
 
 		// Make sure there's a machine_id key in the table, then remove it.