What my529 does

my529 (legal name Utah Educational Savings Plan, DBA "UESP®") is a state-sponsored, non-profit 529 college savings plan established in 1996 and headquartered in Salt Lake City, Utah. It is governed by the Utah Board of Higher Education and operates under state statute as Utah's official education savings plan, accepting contributions from any U.S. citizen or resident alien. The plan provides tax-advantaged accounts for qualified education expenses (including K-12, higher education, and registered apprenticeships), with FDIC insurance offered on a specific insured investment option and units not registered with the SEC.

The product surface centers on a web-based account platform with separate portals for financial advisors (fa.my529.org, login.my529.org) and account holders, supporting age-based and static investment portfolios, customized allocations built on Dimensional Fund Advisors underlying funds, gifting functionality, and a dedicated Children's Savings Account (CSA) portal. Advisors are equipped with relationship-management tools, Calendly-based meeting scheduling, and a FinDash back-office integration for portfolio reporting. my529 charges no commissions, loads, or sales charges to advisors and has recently reduced operating expense ratios across several underlying funds, positioning low fees as a core differentiator alongside its tax-advantaged structure.

The business model is fee-based: program management fees and underlying fund expense ratios assessed annually on assets in participant accounts. Primary distribution is sales-led, routed through financial advisors, RIAs, and wealth managers, with secondary direct-to-consumer enrollment via the website. The plan employs 51–100 people, marks its 30th anniversary in 2026, and is structured as a government state entity rather than a venture-backed for-profit — i.e., there are no external shareholders, funding rounds, or acquisition currency, and operating economics flow back into plan administration under state oversight.

Name

my529

Legal name

Utah Educational Savings Plan

Website

https://advisor.my529.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

my529 is the Utah state-sponsored 529 college savings plan, established in 1996, that delivers tax-advantaged education savings accounts to U.S. families through a low-fee, advisor-led distribution model supported by dedicated portals and a FinDash back-office integration.

Ownership category

akta.pro rank

Product category

Education Savings Plans (529)

NAICS

Portfolio Management and Investment Advice (523940), Insurance and Employee Benefit Funds (5251)

SIC

Investment Advice (6282)

akta.pro primary industry

Education Funding Planning (College/529) (FSAEAAAF)

akta.pro secondary industry

Tax-Advantaged Investing & Wrappers (ISA, 529, Insurance Bonds, etc.) (FSAAAAAL)

Keywords

• 529 college savings
• Education savings plans
• State-sponsored 529
• Tax-advantaged investing
• Financial advisor tools

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Account Management Fees: my529 generates revenue through program management fees and underlying fund expense ratios charged to account holders. The plan emphasizes low fees as a key differentiator, with recent reductions in operating expense ratios for several underlying funds.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

my529 is Utah's official 529 college savings plan, providing tax-advantaged investment accounts that allow families, individuals, and financial advisors to save for qualified education expenses. It offers multiple investment options including age-based and static portfolios, FDIC-insured accounts, and customized allocations using Dimensional Fund Advisors underlying funds. The plan also provides dedicated advisor tools and a Children's Savings Accounts portal.

Product overview

my529 is a single, unified 529 college savings plan (also known as Utah Educational Savings Plan or UESP) that offers multiple investment options including age-based portfolios, static portfolios, FDIC-insured options, and customized allocation choices using Dimensional Fund Advisors underlying funds. The platform includes advisor-facing tools for financial professionals to manage client accounts, a Children's Savings Accounts (CSA) portal for family savings, a College Savings Estimator for planning, and gift savings functionality. The plan celebrates its 30th anniversary in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• my529 College Savings Plan 529 college savings plan administered by the Utah Educational Savings Plan that allows families to save for qualified education expenses with federal and state tax advantages, featuring age-based, static, FDIC-insured, and customized investment portfolios.
• Children's Savings Accounts (CSA) Savings accounts designed to help children build education savings from an early age, with a dedicated CSA portal (csa.my529.org) for account management.
• Advisor Tools Platform providing financial advisors with dedicated tools, resources, login portal (fa.my529.org), and access to manage client my529 accounts, including LPOA forms, relationship management team support, and FinDash back-office integration.
• Investment Options Age-based and static investment portfolios with options including FDIC-insured accounts, Dimensional Fund Advisors underlying funds, and customized allocation choices for account holders.

Quantifiable outcome

• No commissions, loads, or sales charges to financial advisors

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• FinDashcoreTechnology or Integration · 1 April 2026FinDash is integrated as a back-office provider for my529's advisor solutions, enabling financial advisors to manage client portfolios and access reporting through FinDash's platform. The my529 Relationship Management Team announced this integration for advisor use.
• Dimensional Fund AdvisorscoreTechnology or IntegrationDimensional Fund Advisors provides underlying investment options for my529's Customized portfolio options. my529 recently added new Dimensional underlying funds to expand investment options for account holders. This is a core partnership for the plan's investment lineup.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• California ScholarShare 529: California's state-sponsored 529 college savings plan, directly comparable to my529 as one of the largest state 529 programs in the U.S. Both compete for the same pool of college savers through advisor and direct channels with similar age-based, static, and customized portfolio structures.
• New York's 529 College Savings Program: New York state's official 529 plan (also branded as NY529), offering age-based and static portfolios through direct and advisor channels. Directly comparable to my529 in structure, target audience, and advisor-distribution emphasis.
• Virginia529: Virginia's state-sponsored 529 education savings program, among the largest state 529 plans by AUM. Operates multiple plan structures (prepaid and investment-based) comparable to my529's age-based, static, and customized offerings.
• Illinois Bright Start 529 Plan: Illinois' state-sponsored 529 college savings plan offering age-based, static, and individual portfolios through both direct and advisor-sold channels. Directly comparable to my529 in product structure and target audience.
• Florida 529 Savings Plan: Florida's state-sponsored 529 education savings plan, comparable in structure to my529 with age-based, static, and do-it-yourself investment options. Both serve advisors and individual savers across the U.S.
• Ohio CollegeAdvantage 529: Ohio's 529 college savings plan administered by the Ohio Tuition Trust Authority, offering age-based and individual investment portfolios. Directly comparable to my529 as a state-sponsored 529 with advisor and direct distribution.

Broad incumbents

• Fidelity Investments: A national brokerage that sponsors and distributes 529 plans (e.g., UNIQUE College Investing Plan in New Hampshire). Competes with my529 through bundling 529s with full-service wealth management, brokerage, and advisor platform services.
• Charles Schwab: A major brokerage and RIA custodian that offers multiple state 529 plans on its platform. Competes with my529 through broad distribution, advisor relationships, and integration with wealth management workflows.
• Vanguard: One of the largest investment managers in the world and a leading low-cost 529 plan provider (e.g., Nevada's Vanguard 529). Directly competes with my529 on cost leadership and brand trust among fee-sensitive savers.

Others

• BlackRock: A global asset manager and underlying fund provider for many state 529 plans. While not a direct competitor to my529 at the retail level, BlackRock competes with my529's underlying managers (including Dimensional) for portfolio construction mandates within 529 programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/my529plan
• YouTubeyoutube.com/user/UESP529
• Facebookfacebook.com/my529plan
• LinkedInlinkedin.com/company/utah-my529

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about my529