NEW YORK (July 8, 2026) – ISS Market Intelligence (ISS MI), part of the ISS STOXX GmbH group of companies and a leading provider of data, analytics, insights, media, and events solutions to the global financial services industry, today announced the release of its latest 529 Industry Analysis Report. Now in its 19th edition, the annual report provides a forward-looking qualitative and quantitative assessment of the education financial planning landscape, based on a proprietary survey of more than 1,000 U.S. households fielded in April 2026.
The latest report reveals that American families continue to prioritize saving and paying for education despite inflation, market volatility, and ongoing uncertainty in the labor market. According to the latest survey data, a strong majority (75 percent) of households reported saving for education in 2026, with about 30 percent using 529 plans and nearly 45 percent saving outside the 529 system, while roughly one quarter (25 percent) were not currently saving. This was up from 72 percent in 2025, 58 percent in 2020, and 53 percent in 2015.
“American families are adapting to a world where education, skills, and career paths are changing faster than ever, and 529 plans are evolving right alongside them,” said Paul Curley, CFA, Executive Director, U.S. Research, 529 & ABLE Solutions at ISS Market Intelligence. “This year’s 529 Industry Analysis Report shows that households continue to save through uncertainty, and that expanded qualified expenses, combined with new incentives and broader use cases, are driving deeper engagement across demographics. For product providers, state agencies, and distributors, the next five years will be defined by how effectively they modernize their legislative, product, marketing, and distribution strategies to meet families where they are.”
The latest survey results show that American families are increasingly using 529 plans not only for traditional higher education expenses, but also for K–12 tuition, apprenticeships, workforce credentials, student loan repayment, and Roth IRA transfers, reflecting the continued evolution of 529s into multi-purpose financial planning tools. The report offers actionable guidance for product providers, distributors, and state agencies seeking to strengthen their competitive positioning.
A preview of the report’s Table of Contents includes:
- Education Financial Planning Landscape
- 529 Landscape
- Demographics of 529 Users, Non-529 Savers and Non-Savers
- Product Perspectives
- Marketing and Distribution Perspectives
- Appendix
The report is built on ISS MI’s proprietary choice-model survey, which segments the target market into three categories, 529 users, non-529 education savers, and non-savers, and provides a roadmap for converting each group through tailored legislative, product, marketing, and distribution strategies.
To learn more about ISS MI’s 529 research and event offering or to subscribe to the 529 Industry Analysis Report, click here.
Don’t miss your opportunity this fall to be part of the ‘must-attend’ annual industry gathering with the entire 529 ecosystem. Join Paul Curley and ISS Market Intelligence at the 529 Conference 2026 from September 23 to 25 at the JW Marriott Nashville. Register today at 529Conference.com.
For more than three decades, ISS MI’s team of global wealth experts has delivered thorough, unbiased, and actionable business intelligence. To learn more, please visit https://marketsage.issmarketintelligence.com/.
###
About the 529 Industry Analysis Report
The 529 Industry Analysis Report is ISS Market Intelligence’s flagship annual study on education financial planning within U.S. households, now in its 19th edition. Built on a proprietary survey of more than 1,000 U.S. households and supported by ISS MI’s comprehensive data ecosystem, the report provides forward‑looking qualitative and quantitative insights into the most consequential trends shaping the 529 and broader education savings market. The analysis offers actionable guidance for product providers, distributors, and state agencies seeking to modernize and scale their legislative engagement, product design, marketing approach, and distribution strategies. The report includes five-year projections, demographic segmentation, channel specific strategies, and detailed analysis of consumer preferences, investment lineups, and emerging use cases across the education financial planning landscape.
About ISS Market Intelligence
ISS Market Intelligence (MI) is a leading provider of data, insights, and market engagement solutions to the global financial services industry. ISS MI empowers asset and wealth management firms, insurance companies, distributors, service providers, and technology firms to assess their target markets, identify and analyze the best opportunities within those markets, and execute comprehensive go-to-market initiatives to grow their business. Clients benefit from our increasingly connected global platform that leverages a combination of proprietary data, powerful analytics, timely and relevant insights, in-depth research, as well as an extensive suite of industry-leading media brands that deliver unmatched market connectivity through news and editorial content, events, training, ratings, and awards.
About ISS STOXX
ISS STOXX GmbH, through its group companies, is a leading provider of comprehensive and data-centric research and technology solutions that help capital market participants identify investment opportunities, detect qualitative and quantitative portfolio company risks, and meet evolving regulatory requirements. With roots dating back to 1985, we today deliver world-class benchmark and custom indices across asset classes and geographies and serve as a premier source of independent corporate governance, sustainability, cyber risk, and fund intelligence research, data, and related offerings. Our products and services give clients the scale and leverage they need to grow their business more effectively and efficiently. ISS STOXX, which is majority owned by Deutsche Börse Group, is comprised of more than 3,800 professionals operating across 30 global locations in 20 countries. Its approximately 5,500 clients include many of the world’s leading institutional investors who turn to ISS STOXX for its objective and varied offerings, as well as companies focused on ESG, cyber, and governance risk mitigation as a shareholder value enhancing measure. Clients rely on ISS STOXX’s expertise to help them make informed decisions to benefit their stakeholders.
Media Contact:
Hayley Tarleton
Senior Associate, Marketing
press@issmarketintelligence.com
