For credit unions looking to streamline their member engagement, HubSpot’s latest update—the Anniversary Filters Beta—introduces a great feature for automating recurring events like birthdays and anniversaries.

If your credit union isn’t already pulling in “Next Birth Date” as a field, this update offers a simpler way to manage these important dates.

How to Enable the Anniversary Filters Beta

Activating the beta is straightforward:

1. Click your profile icon in HubSpot (top-right corner).
2. Navigate to Product Updates.
3. Search for ‘Anniversary Filters’.
4. Click ‘Join Beta’ to activate it for your account.

What Are Anniversary Filters?

This new feature allows HubSpot users to filter for recurring events like birthdays and anniversaries without requiring a specific year.

Previously, managing these events required a cumbersome workaround—creating a calculated property to account for the annual occurrence. With the new filters, the process is much more efficient and scalable.

Why Does This Matter for Credit Unions?

Credit unions often run personalized engagement campaigns based on member anniversaries or birthdays. Whether it's celebrating a membership milestone or sending annual renewal reminders, this update makes automation easier by allowing lists to be created based on anniversary dates without the need for additional properties or manual calculations.

How it works

Before this update, creating a list of members for an annual email (e.g., reminding members about subscription renewals after one year) required workarounds. Now, it’s as simple as selecting the date property and applying one of the new anniversary filter operators:

• Exact Anniversary Date
• Relative Date Anniversary

These filters support operators like:

• Is between
• Is not between
• Is less than X days ago/from now

For example, if you set an anniversary date filter for members who joined between January 1st and March 31st, the list will include all members whose join date falls within that range in any year up to and including the current year.

Bonus: If a member's anniversary falls on February 29th, they will still be included in the list even in non-leap years (provided February 28th is present).

Who can use it?

This feature is available to all HubSpot hubs and tiers, making it accessible for any credit union leveraging HubSpot’s CRM.

Next steps

If your credit union relies on automated engagement strategies, enabling Anniversary Filters in HubSpot will save time and improve targeting. Activate the beta today and start streamlining your annual outreach efforts!