TIAA reports sharp account growth; WA529 Invest launches Washington‑specific targeting model
TIAA reported strong early results for WA529 Invest — March and April saw large increases in new accounts and contributions, the program launched a Washington-specific targeting model and will reuse it for College Savings Month promotions.
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TIAA presented a marketing and business update showing strong early progress for WA529 Invest. Kristen Murphy, TIAA’s marketing director for WA529 Invest, said March and April produced roughly 98% increases in new accounts compared with the prior year and a 48% rise in contributions, and that 97% of first-quarter accounts were opened online.
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