Edvest

What Edvest does

Edvest is Wisconsin's official state-sponsored 529 College Savings Plan, offered by the State of Wisconsin under the oversight of the Wisconsin College Savings Program Board and managed by TIAA-CREF Tuition Financing, Inc. (TFI). The plan enables families to save tax-advantaged funds for qualified higher education expenses including college, university, trade schools, graduate programs, apprenticeships, K-12 tuition, and student loan repayment. As of 06/01/2026, Edvest manages more than $7 billion in assets across more than 253,000 accounts, with 21,000+ new accounts opened annually and a 25+ year operating history.

The core product is the Edvest 529 College Savings Plan, built on a direct-sold distribution model with four investment portfolio categories: Enrollment Year (age-based, auto-rebalancing), Multi-Fund (static diversified allocations), Single Fund, and Principal Plus Interest (capital preservation). The platform is accessible via edvest.com with a $25 minimum and roughly 10-minute onboarding, and via the ReadySave 529 mobile app on iOS and Android. Underlying administration, investment management, and underwriting are handled by TIAA-CREF entities.

Edvest generates revenue through asset-based management fees averaging 0.13% annually across all portfolios, materially below the 0.47% industry average for 529 plans (per ISS Market Intelligence 1Q 2026). The plan is distributed through two primary channels: direct-to-consumer online enrollment and the Edvest At Work employer benefit program, which embeds Edvest as a no-cost workplace benefit across Wisconsin employers in healthcare, education, and manufacturing. The primary customer segment is Wisconsin families, with a secondary segment of Wisconsin employers acquired through the Edvest At Work channel. Wisconsin taxpayers receive a state income tax deduction of up to $5,280 per beneficiary annually, reinforcing the in-state value proposition.

Name

Edvest

Legal name

Wisconsin 529 College Savings Plan (Edvest)

Website

https://edvest.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Edvest is Wisconsin's official state-sponsored 529 College Savings Plan, managed by TIAA-CREF, helping families save tax-advantaged funds for higher education expenses. It serves 253,000+ accounts with $7B+ in assets, distributed direct-to-consumer and via the Edvest At Work employer benefit program.

Ownership category

akta.pro rank

Product category

529 College Savings Plans

akta.pro primary industry

Education Funding Planning (College/529) (FSAEAAAF)

akta.pro secondary industries

Tax-Advantaged Investing & Wrappers (ISA, 529, Insurance Bonds, etc.) (FSAAAAAL), Workplace Wealth & Employee Investing Programs (FSAAAAAK)

Keywords

• 529 college savings
• Education savings plans
• Tax-advantaged investing
• Investment portfolios
• State-sponsored savings

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Asset-Based Management Fees: Edvest 529 generates revenue through average annual asset-based fees of 0.13% for all portfolios, significantly lower than the industry average of 0.47% for all 529 plans, 0.83% for advisor-sold plans, and 0.32% for direct-sold plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Edvest is Wisconsin's state-sponsored, direct-sold 529 college savings plan that lets families save for qualified higher-education expenses through multiple investment portfolios with tax-advantaged growth. It manages over $7 billion in assets across 253,000+ accounts as of 06/01/2026 and operates at an average asset-based fee of 0.13%. The program is distributed directly online and through Wisconsin employers via the Edvest At Work workplace benefit program.

Product overview

Edvest is Wisconsin's only direct-sold, tax-advantaged 529 college savings plan operated by the State of Wisconsin and managed by TIAA-CREF Tuition Financing, Inc. The core offering is the Edvest 529 College Savings Plan, which provides four main investment option categories: Enrollment Year Investment Portfolios (age-based portfolios that auto-adjust risk), Multi-Fund Investment Portfolios (for experienced investors seeking diversification control), Single Fund Investment Portfolios (single-fund focused investments), and the Principal Plus Interest Investment Portfolio (conservative capital preservation). The plan also includes a mobile app (ReadySave 529 App), employer benefit program (Edvest At Work), and planning tools. As of June 2026, the plan manages over $7 billion in assets across more than 253,000 accounts.

Differentiator

Problem solved

Functional benefit

Brands

• ReadySave 529 App: Mobile application for accessing Edvest 529 accounts on-the-go, allowing users to check balances, add money, and manage their college savings accounts.

Products and services

• Edvest 529 College Savings Plan Wisconsin's direct-sold, tax-advantaged 529 college savings plan that lets families save for qualified higher-education expenses with triple tax advantages, multiple investment portfolio options, low fees (0.13% average), and a $25 minimum to open.
• Enrollment Year Investment Portfolios Age-based investment portfolios that automatically rebalance to a more conservative allocation as the beneficiary's college enrollment year approaches, spanning equities, fixed income, and capital preservation sleeves along a predetermined glide path.
• Multi-Fund Investment Portfolios Multi-fund portfolios offering more control over diversification and investment strategy, including index-based and actively managed options across U.S. equity, international equity, real estate, and fixed-income asset classes.
• Single Fund Investment Portfolios Investment portfolios invested solely in shares of a single underlying mutual fund, offering a focused single-fund approach for experienced investors who want targeted exposure to one fund strategy.
• Principal Plus Interest Investment Portfolio A conservative investment portfolio that seeks to preserve principal while providing a stable return, designed for account holders with short-term time horizons approaching college enrollment.
• ReadySave 529 Mobile App Mobile application that allows Edvest 529 account holders to securely access their account, check balances, add money, and manage their college savings on iOS and Android devices.
• Edvest At Work (Employer Benefit Program) A no-cost employer-sponsored benefit program that enables Wisconsin employers to offer Edvest 529 as a workplace benefit, giving employees resources and access to save for higher education through 529 plans; adoption reported across healthcare, education, and manufacturing sectors in Wisconsin.

Quantifiable outcome

• Wisconsin taxpayers can deduct up to $5,280 annually per beneficiary from state taxable income
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• TIAA-CREF Tuition Financing, Inc. (TFI)coreTechnology or IntegrationTIAA-CREF Tuition Financing, Inc. (TFI) serves as the program manager for Edvest 529, handling day-to-day investment management and plan administration. TIAA-CREF is a leading provider of financial services specifically focused on the academic, research, and government sectors.
• TIAA-CREF Individual & Institutional Services, LLCcoreChannel Partner/ Reseller/ DistributorTIAA-CREF Individual & Institutional Services, LLC serves as the distributor and underwriter for Edvest 529. Member FINRA.
• State of WisconsinflagshipStrategic or Co-development PartnerEdvest 529 is offered by the State of Wisconsin, making it Wisconsin's official 529 College Savings Plan. The Wisconsin College Savings Program Board oversees the plan.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• CollegeAmerica (American Funds): A large advisor-sold 529 plan offered through American Funds, comparable to Edvest as a 529 college savings option. Differs in distribution model (advisor-sold vs. direct-sold) and typical fee structure (higher).
• T. Rowe Price College Savings Plan: A national advisor-sold and direct-sold 529 plan managed by T. Rowe Price, comparable to Edvest as a multi-portfolio college savings vehicle. Competes on the strength of T. Rowe Price's active management brand.
• Fidelity 529 College Savings Plan: Fidelity offers 529 plan options through a national brokerage platform, comparable to Edvest as a direct-sold 529 savings vehicle. Competes primarily on platform integration, brand trust, and a national existing-customer base of brokers.

Direct peers

• Virginia529: Virginia's state-sponsored 529 college savings plan and one of the largest plans in the U.S. by AUM. Comparable to Edvest as a long-standing direct-sold 529 plan with an in-state tax deduction advantage.
• Bright Start 529 (Illinois): Illinois's direct-sold 529 college savings plan, directly comparable to Edvest as a state-sponsored, low-fee 529 plan with a state income tax deduction for in-state taxpayers. Competes for the same household savings dollars across state lines.
• Utah Educational Savings Plan (UESP): Utah's 529 plan, widely regarded as one of the lowest-cost and highest-performing plans nationally. Comparable to Edvest as a direct-sold state 529 plan competing for out-of-state contributors via low fees and strong investment performance.
• Michigan Education Savings Program (MESP): Michigan's direct-sold 529 plan, comparable to Edvest as a state-sponsored college savings plan with multiple investment options and a Michigan state tax deduction for in-state contributors.
• ScholarShare 529 (California): California's official 529 plan, comparable to Edvest as a state-sponsored direct-sold 529 plan with a range of investment portfolios and a California state tax deduction. Competes for the largest pool of U.S. 529 savers.
• NY529 (New York): New York's direct-sold 529 plan, comparable to Edvest as a large state-sponsored college savings plan with multi-portfolio options and a New York state tax deduction. A leading national competitor for out-of-state savers.

Others

• College Savings Plans Network (CSPN): An industry association of state 529 plans, comparable to Edvest as an ecosystem participant. Not a direct competitor, but an industry body that influences policy, marketing, and best practices among state 529 plans including Edvest.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Edvest529
• Facebookfacebook.com/Edvest529
• LinkedInlinkedin.com/company/edvest-wisconsin-s-college-savings-plan
• Instagraminstagram.com/edvest529
• Xx.com/Edvest529

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 Edvest