IDeal - Idaho College Savings Program

What IDeal - Idaho College Savings Program does

IDeal - Idaho College Savings Program is the State of Idaho's official 529 college savings plan, administered by the Idaho College Savings Program Board under the Idaho State Treasurer's Office and operationalized since 2001. The program enables tax-advantaged education savings for Idaho families and broader U.S. residents, covering qualified higher education expenses, K-12 tuition, registered apprenticeships, student loan repayment, and post-secondary credentials, with a 529-to-Roth IRA rollover option. Investment options span age-based Target Enrollment Portfolios, a range of Fixed Asset Portfolios (aggressive to conservative), and an FDIC-insured Savings Portfolio, with Vanguard serving as investment manager and Sallie Mae Bank managing the Savings Portfolio.

The technology layer is a web-based enrollment and account management platform (idsaves.org) supplemented by the READYSAVE 529 mobile app on iOS and Android, ACH-based payroll direct deposit, and integrations with Upromise (rewards), Ugift (gift contributions), and Zoom (webinars). Distribution is multi-channel: self-serve online enrollment, payroll partnerships with Idaho employers, dedicated local representative outreach (Nick Thiros, Boise-based), and field-driven benefits fair participation. Ascensus Broker Dealer Services LLC provides program management, recordkeeping, and administration.

IDeal generates revenue primarily through asset-based management fees (0.35% annually on most portfolios, 0.34% on the Savings Portfolio) and a $20 annual account fee for non-Idaho resident accounts, with no commissions, loads, or sales charges. Customer segments span Idaho families (primary), Idaho employers (B2B channel enabled by a 20% state tax credit up to $500 per employee), and grandparents/extended family. Over 60,000 Idaho families have utilized the program since inception.

Name

IDeal - Idaho College Savings Program

Legal name

IDeal - Idaho College Savings Program

Website

https://idsaves.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

IDeal is Idaho's state-sponsored 529 college savings plan, administered by the Idaho College Savings Program Board with Vanguard and Ascensus as core partners, offering tax-advantaged education savings to Idaho families, employers, and extended family via web, mobile, and payroll channels.

Ownership category

akta.pro rank

Product category

529 College Savings Plan

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro industry

PRIMARYFSAEAAAF

Education Funding Planning (College/529)

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Investment Advisory & Financial Planning

SECONDARYFSAAAAAL

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

Financial & Insurance/Asset & Wealth Management/Retail & Mass-Affluent Wealth Management

Keywords

• 529 college savings
• Education savings plan
• Tax-advantaged investing
• State-sponsored 529
• Investment portfolio management

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Asset-Based Management Fees: IDeal charges a total annual asset-based fee of 0.35% ($3.50 per $1,000 invested) across most portfolios, with the Savings Portfolio charged at 0.34%. This covers investment advisory, recordkeeping, administrative services, and marketing.
2. Annual Account Fees: $20 annual account fee applies if neither the account owner nor the beneficiary is an Idaho resident.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

IDeal is Idaho's state-sponsored 529 college savings plan that enables individuals and families to save tax-advantaged funds for higher education, K-12 tuition, registered apprenticeships, student loan repayment, and Roth IRA rollovers. The program offers multiple investment options including Target Enrollment Portfolios, Fixed Asset Portfolios, and an FDIC-insured Savings Portfolio, with investment management by Vanguard, program management by Ascensus Broker Dealer Services, and Savings Portfolio management by Sallie Mae Bank.

Product overview

IDeal is Idaho's state-sponsored 529 college savings plan—a single, comprehensive program offering multiple investment strategies including Target Enrollment Portfolios (age-based automatic rebalancing), Fixed Asset Portfolios (static allocation options from aggressive to conservative), and a Savings Portfolio (FDIC-insured). The program is enhanced by complementary features: Ugift® for gift contributions, Upromise® rewards, a READYSAVE™ 529 mobile app, payroll direct deposit, and an Automatic Investment Plan. Employers can access tax credits through the Idaho Employer Tax Credit Program and use the 529 Employer Boost Platform for administration. Vanguard serves as Investment Manager and Sallie Mae Bank manages the FDIC-insured Savings Portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• IDeal 529 College Savings Plan Idaho's state-sponsored 529 college savings program offering tax-advantaged savings for higher education, K-12 tuition, registered apprenticeships, student loan repayment, and Roth IRA rollovers. Administered by the State College Savings Program Board with program management by Ascensus Broker Dealer Services and investment management by Vanguard.
• Target Enrollment Portfolios Age-based investment portfolios that automatically adjust asset allocation as the beneficiary approaches enrollment year, becoming more conservative over time. Options range from Target Enrollment 2024/2025 through 2044/2045.
• Fixed Asset Portfolios Static allocation portfolios including Aggressive Growth (100% stocks), Growth (75% stocks/25% bonds), Moderate Growth (50% stocks/50% bonds), Conservative Growth (25% stocks/75% bonds), Income Portfolio, Commencement Portfolio, Interest Accumulation Portfolio, U.S. Stock Market Index, Total International Stock Index, and U.S. Bond Market Index portfolios.
• Savings Portfolio FDIC-insured portfolio investing 100% in a Sallie Mae High-Yield Savings Account, providing stable principal preservation with variable interest rates. FDIC insurance up to $250,000 per account owner; annual fee 0.34%.
• READYSAVE 529 Mobile App Mobile application for iOS and Android enabling account management, contribution tracking, and access to IDeal 529 features on mobile devices.
• 529 Employer Boost Platform Platform enabling employers to manage 529 contribution administration, payroll direct deposit setup, and matched fund transactions for employee accounts.
• Idaho Employer Tax Credit Program Idaho employers can receive a 20% state tax credit (up to $500 per employee per year) for direct contributions to employees' IDeal accounts.

Quantifiable outcome

• 75% of employees wish their employer would help them save for college
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Vanguard Group, Inc.coreTechnology or IntegrationVanguard serves as Investment Manager for IDeal. Most portfolios invest in mutual funds offered or managed by Vanguard, including Vanguard Total Stock Market Index Fund, Vanguard Total International Stock Index Fund, Vanguard Total Bond Market II Index Fund, and Vanguard Total International Bond Index Fund.
• Sallie Mae BankcoreTechnology or IntegrationSallie Mae Bank serves as the Savings Portfolio Manager for IDeal. The Savings Portfolio invests in an FDIC-insured omnibus savings account held in trust by the Board at Sallie Mae Bank, providing up to $250,000 FDIC insurance per account owner.
• Ascensus Broker Dealer Services (ABD)coreTechnology or IntegrationAscensus Broker Dealer Services LLC serves as the program manager for IDeal, with overall responsibility for day-to-day operations including investment advisory, recordkeeping, administrative services, and marketing. Located at 95 Wells Ave, Newton, MA (member FINRA/SIPC).
• College of Western Idaho (CWI)minorStrategic or Co-development PartnerCWI offers a matching scholarship program where qualifying students who pay tuition using IDeal distributions directly receive up to $500 per semester in matching scholarship funds.
• Idaho State Treasurer's OfficecoreOthersIDeal is administered by the Idaho College Savings Program Board under the Idaho State Treasurer's Office, providing state government oversight and backing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Utah Educational Savings Plan (UESP): UESP is one of the largest and longest-running state-sponsored 529 plans, run by the Utah Board of Higher Education. It is the most directly comparable state 529 plan to IDeal — same product (tax-advantaged education savings), same target (in-state families + national savers), and Vanguard/Ascensus as core service partners.
• ScholarShare 529 (California): California's official state-sponsored 529 plan, managed by TIAA. A direct competitor in the national 529 market with similar age-based portfolios, savings portfolio, and gifting/integration features — competing head-on with IDeal for cross-state family contributors.
• New York 529 (NY529 / NY Saves): New York's state-sponsored 529 college savings program, also managed by Ascensus. Shares IDeal's underlying technology and operational structure while serving a much larger state population.
• Bright Start (Illinois 529): Illinois' state-sponsored 529 college savings program, also managed by Ascensus Broker Dealer Services. Directly comparable to IDeal in product structure (Target Enrollment + Fixed portfolios + FDIC savings option), technology platform, and program management operations.
• Virginia529 (Invest529): Virginia's state-sponsored 529 program. A direct peer offering comparable age-based and static portfolios, FDIC savings option, and similar fee structures, marketed both in-state and nationally.
• Indiana 529 (INvest): Indiana's state-sponsored 529 savings plan administered by the Indiana Education Savings Authority. Comparable to IDeal as a state 529 program with similar in-state tax deduction and portfolio options.
• Path2College 529 (Georgia): Georgia's state-sponsored 529 plan managed by Ascensus. Directly comparable to IDeal in operations, product design, and target market; uses the same Ascensus platform family.
• CollegeAdvantage (Ohio 529): Ohio's state-sponsored 529 plan, also managed by Ascensus. Shares IDeal's same Ascensus-based technology backbone (READYSAVE app, similar age-based and static portfolios) and competes for the same family-savings wallet.

Broad incumbents

• T. Rowe Price College Savings Plan: A nationally distributed, advisor-supported 529 plan offered by a major asset manager. Comparable as a competing 529 product with broader investment menus and an established brand, but distributed via financial advisors rather than directly to consumers.
• Fidelity 529 College Savings Plan: Nationally marketed 529 plan from Fidelity offering multiple investment options. Comparable to IDeal at the product level but with far greater brand recognition and a financial-advisor-led distribution model that reaches many of the same target savers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/IDealIdaho529
• YouTubeyoutube.com/user/Idaho529
• Facebookfacebook.com/idaho529
• LinkedInlinkedin.com/company/ideal---idaho-college-savings-program
• Instagraminstagram.com/id_official529savingsprogram

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 IDeal - Idaho College Savings Program