Welcome Reception sponsored by Fidelity

Registration and Breakfast sponsored by Invesco

‘Essentials’ Seminar 
Opening Remarks

• 529 ‘Essentials’ Seminar 2025 Welcome and Overview

Paul Curley, Executive Director, 529 & ABLE Solutions, ISS Market Intelligence

529 Primer & Landscape

• Background and beginning of 529 plans
• Types of plans, features and requirements
• Historical milestones leading up to where we are today

Presenter
Chris Stack, Esq., Managing Consultant, Savingforcollege.com

Federal Tax & Regulatory Framework

• Legislative benefits and features
• The role of municipal issuer and program manager
• Tax benefits, considerations, and guidance under IRC Section 529
• Fundamentals of contributions, asset growth and distributions
• Qualified expenses (including the new credentialing expenses and expanded K-12 expenses), exemptions to the 10% penalty tax, estate & gift taxes
• State Law requirements and tax regulation of the issuer/program by the IRS
• Securities regulation of the issuer, program manager, distributor, investment manager by SEC, MSRB

Presenter
Mark Chapleau, Esq., Founding Member, Chapleau Law Group LLC

Networking Refreshment Break sponsored by Catalis

Plan Governance & Administration Best Practices

• Oversight and fiduciary duties of 529 entities
• Guidance on good governance processes
• The underpinnings for disclosure best practices
• Advertising best practices

Presenter
Andrea Feirstein, Managing Director, AKF Consulting Group

Structuring & Evaluating the Investment Lineup

• Investment structure in philosophy and in practice
• Defining key terms and differentiating factors
• Investment types and management style trends
• New asset classes, trends in selection, and review of fees types

Presenter
Luis Sierra, CFA, Vice President, Marquette Associates

Lunch sponsored by Inktel

Municipal Rulemaking & Advertising Regulation Overview

• Introduction to MSRB’s role with 529 plans and FINRA’s role in advertising 529 plans
• Key MSRB Rules and advertising fundamentals under FINRA rules for 529 plans 
• Best practices for industry participants and upcoming topics for review
• FINRA and MSRB’s recent activity and areas of focus including notices, rule proposals and upcoming topics for review
• Questions, comments, and how best to engage and work with MSRB and FINRA

Presenters
Abha Mohla, Director, Market Regulation, Municipal Securities Rulemaking Board
Derek Ashworth, Director, Advertising Regulation, FINRA

529 Stable Value 201
Join the Stable Value Investment Association for a 201-level training on stable value. As follow-up to last year’s 101 session, this year’s course will take a deeper dive into the different types of stable value, their strengths and weaknesses, and how to evaluate which type is best suited for your plan. We’ll cover topics such as how the different types of funds operate, how those differences are able to provide plans with unique features, and a framework for evaluating stable value. Whether you’re new to stable value or just looking to brush up on terminology and available resources on this topic, this session will equip you with more essential insights into this important asset class.

Panelists
Zach Gieske, President, Stable Value Investment Association (SVIA)
Maya Pillai, AVP, Head of Stable Value Wrap, Pacific Life
Ben Soltsov, Vice President & Portfolio Manager, GSAM 

Networking Refreshment Break sponsored by Pacific Life

The College Finance Landscape

Understanding College Costs, the Changing Financial Aid Terrain, the Impact of Student Loan Debt & Obstacles to Saving for College.

In this session, we will cover:

• FAFSA Changes 
• Demystifying the Financial Aid Formula
• The Student Loan Landscape and the Impact of Student Loans on Saving for College
• Obstacles to Saving for College and what we can do to help families overcome
• 2025 updates and potential impacts on the horizon
• Common questions from parents in 2025, and best practices on how to respond
• Audience Questions and Answers
  

Presenters
Julie Shields-Rutyna, Senior Director of College Planning, Education, and Training, MEFA
Stacey MacPhetres, Senior Director, College Finance, College Coach

Comparing College Savings Vehicles: How do 529s Stack Up?

• How do 529s alternatives stack up by Stack?
• Categories of education savings/investment vehicles
• Strength and weaknesses of different savings vehicles

Presenter
Chris Stack, Esq., Managing Consultant, Saving For College

Tuscan Vineyard Soirée
Join us for an enchanting evening inspired by the Italian countryside, a golden hour of la dolce vita, no passport required!
Brought to you by New York Life

Registration and Breakfast sponsored by T. Rowe Price

529 Conference 2025: Chair’s Welcome and State of the 529 Industry

• 529 Conference 2025 Day 1 Welcome and Opening Remarks
• State of the 529 and Education Financial Planning Industry
• Critical Growth Drivers, Themes & Opportunities from a Proprietary Data and Market Research Perspective

Presenter
Paul Curley, Executive Director, 529 & ABLE Solutions, ISS Market Intelligence

State’s Perspective on Industry Trends and Building Momentum

As the 529 industry continues to grow, we always celebrate that our market is founded upon the early state-run prepaid plans created by the vision, foresight and determination of the state agencies and treasury departments to help families nationwide. From the 1996 authorization of Section 529, the U.S. Congress never wavered in placing the stewardship of our Plans with the States. While the market today would not exist without investment managers, wealth managers, program administrators and technology developers, we bring the story board back to its foundation with this panel of State leaders, who will share their visions for setting the industry’s direction to reach its full potential growth ahead.

Moderator
Andrea Feirstein, Managing Director, AKF Consulting Group

Panelists
Cassandra DiBenedetto, Executive Director, ScholarShare Investment Board
Julie Peachey, Deputy State Treasurer of Consumer Programs, Pennsylvania Treasury
Mark Cain, Executive Director, my529

Networking Refreshment Break sponsored by Flywire

Product Strategy Trends and Outlook 

• Gain a comprehensive understanding of the latest product trends and opportunities from state to record-keeper to program manager to primary distributor to employer benefits and consumers
• Share best practices for implementing product enhancements and initiatives in direct, advisor, and employer benefit channels
• Explore opportunities for growth and innovation in the 529 industry, including the use of technology, data, and digital marketing strategies
• Discuss the importance of integrating education and retirement planning discussions to create a more holistic financial wellness approach

Moderator
Michele M. Bowman, Sr. Director, Relationship Management, SS&C Technologies Inc.

Panelists
Jori Horn, Head of 529 Marketing and Relationship Management, Principal Asset Management
Ben Mahnkey, Senior Benefits Manager, Amazon
David Bell, Vice President, Vestwell State Savings
Trisha Good, Executive Director, Ohio 529 CollegeAdvantage, Ohio Tuition Trust Authority

Lunch 
sponsored by Capital Group | American Funds

Investment Line-Up Adjustments for Market Volatility in 2025
The panelists will provide their unique perspectives on multi-asset portfolios and capital preservation funds within 529 Plans. Factors influencing multi-asset portfolio construction will be addressed, including adjustments made in response to changing market conditions. In addition, participant behavior during periods of volatility will be examined. State oversight will also be discussed, including the importance of closely monitoring 529 investment options. Lastly, an outlook will be provided by the panelists.

Moderator
Tiffany Spudich, Chief Investment Officer, Capital Cities

Panelists
Douglas H. Polak, CFA, CAIA, Investment Specialist, Multi-Asset Solutions, J.P. Morgan Asset Management
Edward Kaminski, CIMA, AIF, Corporate Vice President – Business Consultant, New York Life Stable Value
Jeffrey Bennett, CFA, Senior Portfolio Manager, Invesco
Ariel Huguet, Associate, Multi-Asset Solutions Team, Goldman Sachs Asset Management

Engaging New Audiences by Consumer Behavior, Demographics and Channels

How 529 stakeholders can drive long term growth through:

• Engaging new audiences 
• Leveraging consumer behavior 
• Broadening target market to new or underutilized demographics
• Developing and cultivating new channels 

Moderator
John Mitchell, Director of College Savings & Deputy Chief, Financial Products, Illinois State Treasurer’s Office

Panelists
Kimberly Yee, Treasurer, State of Arizona
Anthony Durkan, Vice President, Head of 529 Relationship Management, Fidelity Investment
Justin Hansen, Managing Director – Head of 529, Retail SMA & Global Strategic Accounts, MFS Fund Distributors, Inc.

Networking Refreshment Break sponsored by MFS

Platforms, Fintech and Emerging Trends and Opportunities

• Strategies to reduce friction for increased adoption and conversions – from enrollment to withdrawals
• The balance between usability and strong authentication/security
• How fintechs and administrators are integrating systems to accelerate payments and improve user experience
• Early, practical uses of AI across fintech and program administration workflows
• A forward-looking view of trends that will shape 529 programs and family savings over the next three years

Moderator
William Thompson, Deputy Executive Director, Florida Prepaid College Board

Panelists
Stan Marshall, Product Manager, Government Savings, Ascensus
Kevin Johnson, CEO, Secure Ideas LLC
Callum Bedos, Founder and CEO, Backpack
Jordan Lee, CEO, Backer and Saving For College

National Broker-Dealers View on Product, Marketing & Distribution Strategies

•  How do home offices and their fleet of advisors support their clients in achieving their education financial planning goals?
•  How has recent legislation impacted their firm’s approach to 529s and financial planning, and what has been the advisor and client response to date?
•  What trends and key themes have national broker-dealers seen to date in 2025 from a pricing, share class, platform, product, marketing, and distribution perspective?
•  How can product providers and states better support advisors and the home office to drive increased utilization over the next three years?

Moderator
Chris Stack, Esq., Managing Consultant, Savingforcollege.com

Panelists
Chuck Ranney, Wealth Management Solutions, Vice President – Mutual Funds, CEFs & 529 Plans, Ameriprise Financial
Ryan White, CFP^®, CIMA^®, Senior Director | 529 Plans, Product Management, Columbia Threadneedle Investments
Richard Polimeni, Managing Director, Head of Education Savings Programs, Investment Solutions Group, Bank of America Merrill
Risa Schulz, Executive Director, Product Development Manager, Morgan Stanley
Steve Elzerman, Product Analyst – Managed Investments, Edwards Jones

Havana Nights Fiesta!
Get ready to sway to the rhythm of the tropics and soak in the sultry vibes of Old Havana!
Join us for delicious Cuban-inspired bites, mojitos & music
Brought to you by Franklin Templeton

Passport to the Future: Celebrating World Financial Planning Day
Principal and Scholar’s Edge invite you to an evening of global flavors in honor of World Financial Planning Day. Education empowers. Financial planners guide. Together, they offer a passport to a world of opportunity and success for future generations. Please join us for an around-the-world evening of desserts, drinks, and discussion

sponsored by Scholar’s Edge and Principal

Registration and Breakfast sponsored by TIAA 

Opening Remarks 

• 529 Conference 2025 Day 2 Opening Remarks and Announcements

Presenter
Paul Curley, Executive Director, 529 & ABLE Solutions, ISS Market Intelligence

Investment Line-Up Trends and Outlook

• Key strategic themes in investment menu creation, asset allocation design and stakeholder collaboration
• Tactical implementation in partnership with state agencies, product providers, investment consultants, and asset class specialists
• Trends in evaluating and creating an optimal investment line-up
• New trends such as plan rating research, investment line-up process, conservative investments in current interest rate environment, and more

Moderator
Will Duryea, Managing Principal/Consultant, Meketa Investment Group

Panelists
Lael Oldmixon, M.Ed, Executive Director, Education Trust of Alaska
Kim DeDominicis, Portfolio Manager, T. Rowe Price
Eitan Gazit, FSA, CFA, Vice President, Retirement Strategies, Prudential
Jason Kephart, CFA, Senior Principal, Global Multi-Asset Strategy Ratings, Morningstar Research Services LLC

Networking Refreshment Break Sponsored by Manulife Investments John Hancock

Education Financial Planning Strategies

• How do these firms support education financial planning with their teams of advisors and their end clients?
• Leading with planning first, what types of client scenarios arise and what are the top strategies in today’s environment?
• What are the best practices, perspectives, and processes to drive client success?
• Where are the opportunities for improvement and collaboration, and how can we help?

Moderator
Rob Forshee, Product Manager – CollegeAmerica & ABLEAmerica, Capital Group

Panelists
Steve Elzerman, Product Analyst – Managed Investments, Edwards Jones
Travis Brickfield, Director, Product Specialists – Mutual Funds, ETFs, and 529 Plans, Raymond James
Jeannette Haen, Vice President, Education Planning Consultant II, Wealth Solutions Group | Investment Solutions, Robert W. Baird & Co.
Mike Starensier, Sr Product Analyst | Wealth Management, Investment Products, LPL Financial
Stephen Jagard, Vice President, 529 Sales Specialist, US Wealth Advisory, BlackRock

Outlook for 529s in 2026 & Beyond

This session will provide a discussion of the big picture trends, themes and opportunities, and how we can all work together to create a better outcome for families:

• Expansion – How will legislative changes in 2025 affect the structure, growth, and utilization of 529s and municipal fund securities going forward?
• Macro Trends & Opportunities – How can and do industry stakeholders create partnerships and align with macro trends to create a better outcome for all stakeholders?
• Crystal Ball – What is the future of 529 & ABLE? What are emerging theories and trends to embrace over the next few years?

Moderator
Steve Jobe, Founder, SRJ 529 Consulting LLC

Panelists
LaKesha Page, Director of College Savings and ABLE TN, Tennessee Department of Treasury
Steven Johnson, Treasurer, State of Kansas
Christopher McGee, General Counsel & Head of Policy, Commonwealth Savers

To-Go Lunch sponsored by Ascensus

Working Lunch: 529 Partnership Opportunities to Generate Long-Term Growth

This panel will focus on improving interconnectivity and interweaving storyboards between financial planning goals for families, investment vehicles and product providers from 529 to ABLE to state-facilitated retirement to employer channel retirement (401k) to IRAs to new areas of research. This “working lunch” session will provide attendees with an educational framework to bridge the gaps and network to create stronger futures for families and their stakeholders across financial planning goals. Bring your lunch, learn and grow.

Moderator
Viraaj Kumar, Associate Director, Head of Retirement Product & Strategy, ISS Market Intelligence

Panelist
Matt Golden, Senior Vice President, Head of State Savings, Vestwell
Brandon Goeke, Director of Operations, Florida Prepaid College Board