Helping families move from interest to informed action
There is a significant opportunity for trusted organizations to help families understand the accounts, determine whether they are eligible for available seed funding, and make informed decisions about participation.
The Challenge
Over 1,000 Eligible Parents Surveyed:
530A (Trump) Accounts create a new opportunity for families to begin building long-term wealth for their children alongside the potential to grow an investor identity from birth. But access alone does not ensure families will take advantage of that opportunity. Information gaps, misconceptions, and unclear guidance can create barriers, leaving a critical role for trusted organizations to help families understand the accounts, determine their eligibility for available seed funding, and make informed decisions about participation.
Our Approach
Tested messages that help families understand and act.
Commonwealth’s initial Vanguard Foundation and GitLab Foundation-supported research explored how families understand and perceive 530A (Trump) Accounts. From there, Commonwealth surveyed nearly 1,100 parents of children ages 10 and under1 who were living on low and moderate incomes (LMI), to move from understanding those perceptions to testing the messages that can most effectively communicate this new opportunity and further support family understanding and engagement.
The findings from this research directly informed Commonwealth’s 530A (Trump) Accounts Messaging Toolkit, developed in partnership with two leading communications agencies, which provides practical messaging examples and sample communications, industry specific how-to guidance, and an AI prompt library that organizations can utilize to create communications for the families they serve or want to reach.
Executive Summary
530A (Trump) Accounts create a new opportunity for families to begin building long-term wealth for their children alongside the potential to grow an investor identity from birth. But access to an account alone does not ensure families will take advantage of that opportunity due to barriers such as branding, information gaps, and lack of clear guidance, etc.
Commonwealth’s initial Vanguard Foundation and GitLab Foundation-supported research explored how families understand and perceive 530A (Trump) Accounts. This additional research moves from understanding those perceptions to identifying and testing the messages that can most effectively communicate this new opportunity to families living on LMI and further support family understanding and engagement.
In July 2026, Commonwealth surveyed nearly 1,100 parents of children ages 10 and under who were living on low and moderate incomes (LMI).2 The survey tested messaging approaches and examined awareness, participation, and barriers to opening an account.
The findings directly informed Commonwealth’s 530A (Trump) Accounts Partner Toolkit, developed in partnership with two leading communications agencies, which provides practical messaging examples and sample communications, practical how-to-use guidance, and an AI prompt library that organizations can utilize to communicate with the families they serve or want to reach.
Key Research Findings From the Survey
From Research to Practice
The 530A (Trump) Account Partner Toolkit translates these findings into a framework of actionable guidance, sample language, and AI prompts that organizations can adapt for their own audiences and communications channels.
Together, the research and toolkit are designed to help trusted organizations move families from awareness toward understanding and informed action, communicating about 530A (Trump) Accounts with greater clarity, relevance, and confidence.
Why this matters
Turning research into messages organizations can use
The findings point to a clear need for communications that do more than build awareness. Families need practical information that answers their questions, addresses misconceptions and barriers, and clearly explains why the opportunity may be relevant to them.
To translate research into effective communications, Commonwealth partnered with Formative and Vivirito Consulting, bringing together Commonwealth’s research and financial security expertise with specialized branding, communications, and audience expertise.
The collaboration informed the development of messaging recommendations for different sector types of organizations engaging with eligible families around 530A (Trump) Accounts, including the financial services industry, tax preparers, community-based entities, government entities, and employers. The resulting toolkit is grounded in direct research with parents, focusing on what messages resonate most, and with organizations focusing on what tools they need to help communicate about this opportunity to eligible families.
our approach
Methodology
- National Survey: Building off of initial qualitative research involving an AI-delivered survey, focus groups, and in depth interviews of eligible parents and professionals in the field, Commonwealth distributed a national survey to nearly 1,100 parents of eligible children
- Research focus: Awareness and participation in 530A (Trump) Accounts, barriers to opening an account, information needs, and the effectiveness of different messaging approaches
- Survey timing: July 2026; following the July 4, 2026 530A (Trump) Accounts program launch
- Sample: 1,075 parents of children ages 10 and under
- Household income: $30,000–$80,000
- Message testing: Findings were used to test and refine messages and inform practical communications resources for organizations engaging families around 530A (Trump) Accounts.
- Messaging development: Built on Commonwealth’s earlier qualitative research and developed in partnership with Formative and Vivirito Consulting.
Important: Toolkit resources are provided for informational and messaging purposes and should be reviewed through your organization’s applicable legal, regulatory, compliance, risk, and brand processes before use. The information provided is for general informational purposes only and should not be considered personal financial planning, tax, rollover, or financial advice. The information provided should be used at your own risk.
Current as of October 1, 2026. Program facts are maintained by the federal government at trumpaccounts.gov, irs.gov/trumpaccounts, and home.treasury.gov.