The event topic filter is one of your most powerful tools for finding timely outreach opportunities. Life events and eligibility milestones are moments when people are most receptive to financial adviceāand this filter helps you identify exactly who is experiencing them.
What Are Event Topics?
Event topics are significant life moments and age-based milestones that often trigger the need for financial planning. Catchlight identifies these events based on data signals and age calculations to help you reach out at the right time.
Two Types of Events
1. Household Life Events Major changes affecting the household, such as:
Career transitions
Real estate purchases
Financial windfalls
Approaching retirement
2. Individual Eligibility Milestones Age-based opportunities when individuals become eligible for specific financial actions:
Healthcare changes
Retirement account access
Catch-up contributions
Social Security and Medicare
Available Event Topics
Household Life Events
1-2 Years from Retirement
What it means: The household shows signals of approaching retirement within 1-2 years
Why it matters: Pre-retirement is prime time for comprehensive financial planning
Conversation starters:
"Have you mapped out your retirement income strategy?"
"Let's review your withdrawal plan and tax efficiency"
"Are you maximizing catch-up contributions?"
Typical age range: 60-67
Looking for Job Change
What it means: Data signals suggest the individual may be considering a career move
Why it matters: Job changes create opportunities to discuss:
401(k) rollovers
New employer benefits optimization
Salary negotiation and compensation planning
Career transition financial planning
Conversation starters:
"Considering a move? Let's talk about your 401(k) options"
"New job? We can help you maximize your benefits package"
"Career change is a great time to review your overall financial plan"
New Home Purchase
What it means: The household recently purchased a new home
Why it matters: Home purchases trigger multiple financial planning needs:
Cash flow adjustments
Estate planning updates
Insurance reviews
Asset allocation rebalancing
Conversation starters:
"Congratulations on your new home! Have you updated your financial plan?"
"Let's review your insurance coverage for your new property"
"How does your new mortgage fit into your long-term financial goals?"
Received Company Stock
What it means: The individual recently received equity compensation (stock grants, options, RSUs)
Why it matters: Equity compensation requires specialized planning:
Tax optimization strategies
Diversification planning
Exercise timing decisions
Concentration risk management
Conversation starters:
"Let's create a strategy for your equity compensation"
"Have you optimized the tax treatment of your stock grants?"
"We should discuss diversifying your concentrated position"
Individual Eligibility Milestones
These are age-based events that automatically trigger based on the lead's age range:
Newly Ineligible for Parental Healthcare (Age 26)
What it means: Individual has recently turned or is approaching 26
Why it matters: First time needing independent health insurance and benefits planning
Conversation starters:
"Now that you're off your parents' plan, let's review your coverage"
"Have you set up your own benefits and emergency savings?"
Catch-up Contributions (Age 50)
What it means: Individual is now eligible for higher retirement contribution limits
Why it matters: Opportunity to accelerate retirement savings
Current limits (2025):
401(k): Additional $7,500/year
IRA: Additional $1,000/year
Conversation starters:
"You're now eligible for catch-up contributionsāare you maximizing them?"
"Let's review if catch-up contributions make sense for your plan"
Early Withdrawals & HSA Catch-up (Age 55)
What it means: Individual can now make penalty-free withdrawals from employer retirement plans (if separated from service) and HSA catch-up contributions
Why it matters: Flexibility for early retirement or career transitions
Conversation starters:
"Considering early retirement? You have new withdrawal options"
"Let's discuss HSA strategies now that you qualify for catch-ups"
Early, Penalty-Free Withdrawal from Retirement Accounts (Age 59.5/60)
What it means: Can access IRA and 401(k) funds without 10% early withdrawal penalty
Why it matters: Retirement planning becomes more flexible
Conversation starters:
"You now have penalty-free access to retirement fundsālet's strategize"
"Time to finalize your retirement income distribution plan"
Withdraw from Social Security Eligible (Age 62)
What it means: Can begin claiming Social Security benefits (though at reduced amounts)
Why it matters: Critical claiming strategy decisions
Conversation starters:
"Should you claim at 62, or wait for higher benefits?"
"Let's run scenarios on your optimal Social Security timing"
Medicare Enrollment Eligible (Age 65)
What it means: Eligible to enroll in Medicare
Why it matters: Major healthcare planning decisions and deadlines
Conversation starters:
"Your Medicare enrollment window is approachingālet's prepare"
"Have you compared Medicare supplement plans?"
"Let's coordinate Medicare with your retirement healthcare strategy"
QCD Contributions Eligible (Age 70)
What it means: Can make Qualified Charitable Distributions directly from IRA to charity
Why it matters: Tax-efficient charitable giving strategy
Conversation starters:
"Interested in charitable giving? QCDs can be very tax-efficient"
"Let's discuss using your RMDs for charitable purposes"
How to Use the Event Topic Filter
Accessing the Filter
The event topic filter is located in the filter section of your dashboard, typically after the enrichment status filter.
Visual identifier: Look for a dropdown labeled "Event Topic" or "Life Events"
Applying the Filter
Click the dropdown - Opens the list of available event topics
Select an event - Choose the life event or milestone you want to focus on
Click "Apply" - Dashboard updates to show only leads with that event
Viewing Multiple Events
If your dashboard supports it:
Select multiple event topics to see leads experiencing any of those events
This helps with broader campaign planning
Clearing the Filter
Select "All Events" or "None" from the dropdown, or
Click "Reset" to clear all filters
Strategic Use Cases for Event Filtering
Use Case 1: Quarterly Retirement Planning Campaign
Filter: 1-2 Years from Retirement
Strategy: Create a pre-retirement checklist campaign
Outreach: Email series + phone calls offering retirement readiness reviews
Use Case 2: Age 50 Milestone Outreach
Filter: Catch-up Contributions (Age 50)
Strategy: Congratulate them on their milestone and discuss retirement acceleration
Outreach: Birthday card + invitation to a retirement planning workshop
Use Case 3: Job Change Rollover Campaign
Filter: Looking for Job Change
Strategy: Position yourself as the 401(k) rollover expert
Outreach: Educational content about rollover options + consultation offer
Use Case 4: Medicare Planning Workshop
Filter: Medicare Enrollment Eligible (Age 65)
Strategy: Host a Medicare 101 workshop
Outreach: Event invitation 6-12 months before they turn 65
Use Case 5: Tax-Efficient Giving
Filter: QCD Contributions Eligible (Age 70)
Strategy: Introduce charitable giving strategies
Outreach: Donor-advised fund and QCD education
Combining Event Filter with Other Filters
Event filtering becomes even more powerful when combined strategically:
Example 1: High-Value Pre-Retirees
Event topic: 1-2 Years from Retirement
Wealth segment: High Net Worth
Catchlight score: 80+
Result: Best retirement planning prospects
Example 2: Recent Job Changers with Stock
Event topic: Looking for Job Change OR Received Company Stock
Date range: Last 90 Days
Result: Time-sensitive rollover and equity planning opportunities
Example 3: New Medicare Enrollees in Your Area
Event topic: Medicare Enrollment Eligible (Age 65)
Location: Your city/region (if available)
Result: Local prospects needing Medicare planning
Example 4: First-Time Independent Adults
Event topic: Newly Ineligible for Parental Healthcare (Age 26)
Characteristics: Highly Educated, HENRY
Result: Young professionals ready to start financial planning
Timing Your Outreach
Different events have different optimal timing windows:
Act Immediately (Within 30 days)
Looking for Job Change - Strike while they're in transition
Received Company Stock - Tax planning is time-sensitive
Plan Ahead (3-6 months)
1-2 Years from Retirement - Gives time for comprehensive planning
Medicare Enrollment Eligible - Enrollment windows have deadlines
Ongoing Relationship (Annual)
Catch-up Contributions - Annual reminder and optimization
QCD Contributions Eligible - Part of annual tax planning
Event-Triggered (When it happens)
New Home Purchase - Reach out within 2-3 months of purchase
Creating Event-Based Campaigns
Use event filters to build targeted campaigns:
Step 1: Choose Your Event Topic
Select the life event most relevant to your expertise and services
Step 2: Filter Your Leads
Apply the event filter plus any additional filters (wealth segment, score, etc.)
Step 3: Export or Note Lead Count
Understand your audience size for campaign planning
Step 4: Develop Relevant Content
Create materials specifically addressing that life event
Step 5: Execute Multi-Touch Campaign
Email 1: Educational content about the event
Email 2: Case study or testimonial
Email 3: Direct offer for consultation
Follow-up: Phone calls to high-priority leads
Step 6: Track Results
Note which events generate the best response rates
Event Filter Best Practices
Do:
Act quickly on time-sensitive events like job changes
Plan ahead for predictable age-based milestones
Personalize messaging to the specific event
Combine multiple filters for precise targeting
Track response rates by event type
Don't:
Assume everyone wants to discuss the eventāsome may be private
Use one-size-fits-all messagingātailor to the specific milestone
Forget follow-upālife events require multiple touchpoints
Ignore lower-score leadsālife events can overcome lower scores
Data Privacy and Sensitivity
When using life event data:
Be respectful: Some events (health changes, job loss) may be sensitive
Offer value first: Lead with education and help, not sales
Verify when appropriate: Age-based events are reliable; household events may need confirmation
Maintain compliance: Follow all regulations around using data for outreach
Troubleshooting Event Filter
Problem: No Leads Showing for an Event
Possible reasons:
Your database may not have leads in that age range or life stage
Other filters may be excluding those leads
Event data may not be available for all leads
Solution: Try "All Events" to see which events your leads have, then filter accordingly
Problem: Too Many Results
Solution: Combine with other filters (Catchlight Score, Wealth Segment) to narrow focus
Problem: Event Seems Inaccurate
Explanation: Events are directional based on available data
Action: Verify during your conversation; use as a conversation starter, not absolute fact
Next Steps
Explore related features to maximize your event-based strategies:
Life Events & Eligibility Milestones (Data Dictionary) - Detailed definitions
Timing Your Outreach - Best practices for event-based contact
Building Conversation Starters - Turn events into natural talking points
Baseline Comparison - Compare event-based metrics over time
Pro Tip: Set up recurring calendar reminders to review specific age-based events (50, 59.5, 62, 65, 70) each quarter. This ensures you're always connecting with leads at their most receptive moments!