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)2, 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 Partner 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.
Explore the 530A (Trump) Account Partner Toolkit
The 530A (Trump) Account Partner Toolkit translates research 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.
Messaging Essentials
Proven messaging, copy, and talking points you can use immediately.
Activation Guides
Practical guidance for implementing the right messages across audiences, channels, and campaigns.
AI Prompt Library
Ready-to-use AI prompts and guidance built for organizations that want to develop communications to create customized emails, flyers, web copy, social posts, and more.
How to use the 530A (Trump) Account Partner Toolkit
Download a context pack that includes Messaging Essentials, an Activation Guide that matches your organization type, and the AI Prompt Guidance. Then upload that context pack to the AI tool of your choice, along with your organization’s brand, voice, and compliance guidelines. Then select an AI prompt from the AI Prompt Library, add your organization’s details, and use your AI tool of choice to create customized copy, communications, and other materials.
Key Research Findings From the Survey
Who’s involved
A Commonwealth Initiative
Providing communications expertise
Providing messaging expertise
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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 and, 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 children3
- 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.
530a (Trump) Accounts Work
Latest Research & Thinking
News & Events
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Investing in the Next Generation
Your Critical Role in Helping Families Navigate Trump (530A) Accounts
Use and Adaptation
These resources are designed to be used, adapted, and customized by organizations for their own audiences, channels, and communications. You are welcome to modify the messaging and materials to reflect your organization’s voice, brand, products, programs, and audience needs. Commonwealth retains ownership of its original content, research, frameworks, trademarks, and other materials provided in this toolkit. Organizations may adapt these resources for their own communications but may not represent Commonwealth’s original materials or research as their own.
Review Before Use
The resources in this toolkit are provided for general informational and messaging purposes and are not intended to constitute legal, regulatory, compliance, financial, or other professional advice. Organizations are responsible for determining whether and how these resources may be used in their own communications, products, services, and programs.
Before using or adapting any materials, organizations should apply their own legal, regulatory, compliance, risk, brand, and other applicable review and approval processes.
- Children ages 10 and under who are either eligible for the $1,000 federal seed (born between 2025 and 2028) or the Michael and Susan Dell Foundation $250 philanthropic seed. ↩︎
- Household incomes between $30,000 and $80,000. ↩︎
- Children ages 10 and under who are either eligible for the $1,000 federal seed (born between 2025 and 2028) or the Michael and Susan Dell Foundation $250 philanthropic seed. ↩︎