about us
Decades in family investing, powered by fintech and AI
Backer pairs a long history of 529 experience with modern fintech infrastructure and AI-native operations.
-
27 years
Authority since 1999
Saving For College established an independent source for 529 plan data, ratings, tools, and editorial coverage.
-
11 years
Infrastructure beneath the experience
Backer built the systems that support gifting, contributions, enrollment, servicing, and plan operations.
-
Now
The AI moment
Agent-assisted operations let a focused team build and support millions of families each year.
A small team that ships like fifty
-
Agents synthesize research and operating context before the team makes decisions.
-
Product, design, engineering, and everyone work from shared artifacts instead of serial handoffs.
-
People own judgment, review, partner collaboration, and enforce a high bar for what ships.
-
The result is a small operating group able to maintain established infrastructure while investing in new programs.
The team
Careers
Help more families find and fund the right path for their future. We work in tight, accountable teams with agents embedded in research, building, and operations.
Legal
The entities and their roles
Backer is an SEC-registered investment adviser with advisory clients, but also operates non-advisory lines of business and two publishers.
-
Backer is the tradename of Principly, Inc., an SEC-registered investment adviser and technology/
administrative-services provider. Backer is not a broker-dealer, municipal advisor, or fiduciary to any plan. -
SavingForCollege.com (Saving for College, LLC) is an independent publisher of 529 plan data, ratings, tools, and editorial coverage. Since 2025, it also operates TrumpAccounts.com, an independent educational guide to Trump Accounts (530A).
our numbers
Built on real family-investing activity
-
455,000+
529 contributions processed
-
277,000+
People reached
-
$100M+
Saved toward kids' futures
We back what matters most
One home for the whole village behind a kid – parents, grandparents, godparents, friends.