A New Way To Shop For A College

An online service helps parents save for tuition every time they spend for groceries, gasoline--or even a house

As parents indulge their children with video games and other gifts, they're often unable to shake one of their biggest worries: every dollar spent today is one that won't be around for the kids' college years. A recent report from the College Board only stoked those fears: in the past year annual tuition costs surged an average of 7.7% to $3,754 for a four-year public college and 5.5% to $17,123 for a private university. Fortunately, though, there are now more ways than ever to save for college.

Forty-eight states currently offer a prepaid-tuition plan or tax-advantaged college-savings plan, and several have...

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