We also have 529 plans for each child. They won't pay for *that* much (because of the amount we are putting in) but we are on track to pay off our mortgage before our DD enters college (cross fingers, it depends on when she goes, lol) and we will then use that money towards college as well.
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While we have been investing for them since birth, I knew even at the time that isn't actually the *best* financial plan.
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From what I have read, you should prioritize savings in the following order:
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1. 401k to get full match
2. Roth IRA (if qualified)
3. Max 401k
4. College Savings
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The theory is that you can remove money from your Roth IRAs without penalty for educational purposes, but it can't move the other way (and once the year is past, you can't save for that year again). While I knew this, and it does make sense, we just felt really strongly about starting designated college funds.
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Money that our children recieve for gifts is put into their personal money. I could imagine putting it in their 529s but never in my personal investing money. BUT, my kids don't recieve hundreds or thousands of dollars in $ yearly. They pretty much spend what they recieve, lol (actually, DD has over $500 saved at this point and DS over $100 but still--- amounts for a child to spend).