It’s a competitive job market, and HR leaders and benefits professionals are constantly seeking innovative ways to attract and retain top talent while improving employee financial wellness. One powerful yet underused strategy within corporate wellness programs is offering 529 savings plans as a voluntary benefit. These plans require minimal effort to implement but can have a substantial impact, fostering loyalty, easing financial pressure, and enhancing workplace satisfaction.
According to Commonwealth research, 96% of low- and moderate-income parents expressed interest in opening a 529 plan if their employer offered one, highlighting significant untapped potential. Colorado’s CollegeInvest 529 program is a leading option, providing unique advantages for both employers and employees.
What Is a 529 Savings Plan?
A 529 plan is a state-sponsored, tax-advantaged savings account designed to help families save for future education expenses, including college, trade schools, vocational training, and apprenticeships.
Key Benefits:
- Tax-Free Growth: In Colorado, earnings grow tax-free at both the federal and state levels when used for qualified expenses. Plus, Colorado offers a state income tax deduction on contributions, making saving even more rewarding.
- Flexibility: Open to anyone—parents, grandparents, relatives, or individuals saving for their own education.
- Control: The account owner maintains control of the funds, choosing investments and beneficiaries.
- Investment Options: CollegeInvest’s 529 savings plans offer a variety of investment choices, including age-based portfolios that automatically adjust over time, as well as stable value, blended, and individual strategies to suit different risk profiles.
529 plans have become increasingly popular due to rising tuition costs, making them a critical part of long-term financial wellness strategies.
Why Offer 529 Plans as a Voluntary Employee Benefit?
Enhancing Employee Financial Wellness
Financial stress is one of the top contributors to employee anxiety and lost productivity. 57% of employees cite financial stress as their primary workplace concern, while 56% spend over three hours each week distracted by financial issues (PwC, Fiducient Advisors). That amounts to close to four full workweeks of lost productivity per year for each financially stressed employee, highlighting the very real business impact.
Offering 529 plans directly through payroll direct deposit helps employees build targeted savings for education costs, easing future burdens and providing peace of mind. Unlike general savings accounts, 529 plans offer tax advantages and a clear, future-focused goal, making employees more likely to stick to their savings plan and feel supported by their employer in doing so.
Boosting Employee Retention and Loyalty
Financially stressed employees are more likely to seek new opportunities. PwC research shows they are twice as likely to be job hunting (36% vs. 18%). Additionally, 73% of these employees would be more attracted to companies demonstrating genuine care for their financial well-being.
Additionally, 96% of low- to middle-income parents expressed interest in opening a 529 plan if offered by their employers. Offering a 529 benefit signals that your organization is invested in employees’ long-term goals, not just their day-to-day productivity. This builds goodwill, strengthens employer brand reputation, and can help retain top talent, especially among younger workers planning for families.
Why a 529 Employee Benefit Is a Low-Cost, High-Impact Option
Implementing a 529 employee benefit is simple and cost-effective for organizations of any size. Employers can support their teams in two ways:
- Make it available as a voluntary benefit for employees
- No employer contributions are required.
- Employers can make saving easier by offering payroll direct deposit as a simple option for employees.
- Encourage engagement by offering employer contributions
- Even a small one-time contribution ($50–$100) can dramatically increase participation, especially when combined with CollegeInvest’s $50 Kickstart bonus for employees who attend an info session.
- Employers who contribute can receive a 20% Colorado state tax credit (up to $500 per employee annually).
For small-to-mid-size employers, adding a 529 benefit can be a differentiator in attracting talent compared to larger competitors with more extensive packages.
Colorado’s CollegeInvest 529 – Unique Advantages
State Income Tax Deduction for Employees
For the 2026 tax year, Colorado taxpayers can deduct up to $26,200 per taxpayer, per beneficiary for single filers, or $39,200 per beneficiary for joint filers. These caps are adjusted annually for inflation, ensuring the deduction remains one of the most generous in the country for families saving for education.
Tax Credits for Employer Contributions
Employers receive a 20% tax credit (up to $500 per employee annually) on contributions of up to $1,500. This credit is available through at least 2032, allowing employers to plan ahead for long-term benefit offerings.
CollegeInvest Incentives
- $121 First Step gift for any Colorado child born or adopted on or after January 1, 2020 (eligibility currently includes children up to 6 years old).
- Matching contributions up to $1,500 over 3 years for eligible new participants who open an account by 12/31/26.
- $50 Kickstart bonus for employees who attend an educational session, helping to drive awareness and engagement.
Easy Implementation – Low Effort, Big Impact
Seamless Payroll Direct Deposit Option
Employers are not required to manage contributions, but they can make saving even easier by offering payroll direct deposit as an option. Employees manage their own accounts, choosing investment options and beneficiaries, and they can start or stop contributions at any time. There are no enrollment windows or waiting periods.
Minimal HR Burden via CollegeInvest Support
CollegeInvest provides turnkey support:
- Education sessions (in-person or virtual Lunch & Learns)
- Marketing and benefit fair materials
- Enrollment and ongoing assistance for employees
After initial setup, administrative involvement for HR teams is minimal, freeing time for other strategic priorities.
Flexible Contribution Options for Employers
529 plans can be offered by businesses of any size, even those with fewer than 10 employees. Plans are available for full-time, part-time, and remote employees, accommodating diverse workforce needs.
Because 529 plans are not subject to ERISA rules, employers have flexibility in structuring contributions and incentives. You can:
- Award contributions to new parents, as a meaningful “New Baby Gift.”
- Provide matching contributions when employees set up their own regular deposits.
- Offer tiered contributions without needing uniform matching across the workforce.
- Tailor offerings to align with your organizational culture and employee needs.
FAQs – Top Questions for HR Leaders
Do employees want it?
Yes, 96% of low- and moderate-income parents expressed interest.
Is it only for parents?
No. 529 plans aren’t just for parents — they can also be opened and contributed to by adult learners, grandparents, aunts, and uncles, as well as anyone saving for a loved one’s education. Grandparents often see 529 contributions as a meaningful way to invest in their grandchildren’s education.
How do 529 plans fit into our voluntary benefits offering?
529 plans are a powerful, future-focused addition to your voluntary benefits lineup. They complement retirement plans, student loan assistance, and other wellness programs, offering unique value to employees planning for education expenses.
Can small businesses offer it?
Yes! Over 900 Colorado small business employers already participate with no group minimum.
What about out-of-state employees?
Employers with staff outside Colorado can still offer a 529 benefit. Those employees may choose to open a CollegeInvest account or participate in their own state’s 529 plan to take advantage of local tax benefits. While non-Colorado residents won’t qualify for the Colorado state tax deduction, CollegeInvest provides tools and resources to help compare state plans and guide employees to the best fit.
What results should we expect?
Results you can expect to see are improved retention, lower stress levels, increased employee satisfaction, and a stronger recruiting advantage.
Conclusion – A Smart, Future-Focused 529 Employee Benefit for Employers
Adding a 529 employee benefit through Colorado’s CollegeInvest program is a forward-thinking, cost-effective way to strengthen employee financial wellness and retention. With tax deductions, employer tax credits, participation incentives, and a simple implementation process, it’s a high-value benefit that aligns with long-term workforce goals.
By offering this voluntary 529 employee benefit, you demonstrate your commitment to helping employees and their families achieve future education goals while boosting your competitive advantage in attracting and retaining talent.
Ready to take the next step?
Contact CollegeInvest at employers@collegeinvest.org to explore how to bring a 529 employee benefit to your team. You can also schedule a presentation to learn more and get your questions answered.