The U.S. has 50 state-sponsored 529 plans, and Ascensus manages 38 of them. Truth is, though, all 529s are basically the same. The one that helps Idahoans save for college isn’t much different from Rhode Island’s 529. Our challenge is to create a unique brand personality for each and every state we work with—through digital marketing, social media, email, broadcast, print, out of home, and anything else we can think of.