ISS Market Intelligence’s Q2 2026 529 day webinar brought together industry leaders to unpack the evolving education savings landscape. Hosted by Paul Curley, CFA, Executive Director at ISS Market Intelligence, and Trisha Good, Executive Director of Ohio’s 529 Plan, CollegeAdvantage, the session delivered a data-driven view into where the market stands and where it is heading next.
The webinar provided:
New themes and updates on education financial planning
Key developments impacting the 529 landscape in 2026
529 market sizing, trends and insights in 2026
529 reminders, tips and best practices
New industry intelligence from ISS MI’s annual surveys of parents, advisors and employers
529 and ABLE industry announcements and product enhancements
Watch the full webinar below:
1. 529 plans are expanding beyond traditional college savings
One of the clearest themes from the webinar is that 529 plans are continuing to evolve beyond their original purpose. While college savings remains the core use case, Paul Curley highlighted how legislative updates and product innovation are steadily broadening the definition of qualified education expenses. This shift is helping reposition 529s as more flexible, future-ready savings vehicles that can support a wider range of education and career outcomes.
Curley emphasized that this flexibility is critical as families reassess the role of higher education and seek options that align with changing career pathways. As these use cases expand, 529 plans are becoming easier for advisors and providers to position within a broader financial planning conversation, rather than as a single-purpose product.
2. Data and personalization are shaping the next phase of growth
A major focus of the discussion centered on how data is driving the evolution of 529 distribution and engagement strategies. Drawing on ISS MI’s proprietary survey work, Curley pointed to a growing need for more personalized, targeted outreach across parents, advisors, and employers.
He noted that leading programs are using data to better understand savings behavior, refine segmentation, and deliver more relevant messaging across channels. This includes leveraging digital tools, improving user experience, and aligning product positioning to specific life stages and savings goals. As competition for attention and assets increases, Curley underscored that turning data into actionable insights will be a defining capability for the industry.
3. Industry momentum remains strong, supported by awareness and innovation
Despite broader market uncertainty, the 529 industry continues to show resilience and steady momentum. Curley shared updates on market size and growth trends, noting that increased awareness, consistent contributions, and ongoing product enhancements are helping sustain long-term expansion.
The discussion also highlighted the importance of continued education and engagement. Both Curley and Good reinforced that simple best practices such as starting early, contributing regularly, and leveraging advisor guidance remain central to successful outcomes. At the same time, ongoing innovation across program design, employer benefits, and outreach strategies is helping expand access and bring new participants into the market.
RELATED: 529 College Savings Quarterly Data Update
Conclusion
As the 529 landscape continues to evolve, the themes from this year’s webinar point to a market that is both maturing and expanding in meaningful ways. Greater flexibility, more sophisticated use of data, and sustained industry collaboration are reshaping how 529 plans are positioned and delivered. For asset managers, advisors, and program leaders, the opportunity is clear: translate these trends into more targeted engagement, clearer value propositions, and accessible solutions that meet savers where they are. As Curley emphasized throughout the session, the combination of strong fundamentals and ongoing innovation positions the 529 industry for continued growth, with education savings playing an increasingly important role in long-term financial planning.
