Wellness perks aren’t just about gym discounts anymore. GoPivot, a corporate wellness, safety, and employee rewards provider, has added Gift of College® gift cards to its rewards marketplace. The move lets employees convert earned points into contributions for 529 college savings plans or pay down student loan balances—directly addressing one of the biggest sources of financial stress for U.S. workers.
The timing isn’t accidental: September is College Savings Month, a reminder of how daunting education costs have become. Between tuition inflation and lingering student debt, financial anxiety remains a huge drag on employee wellbeing. GoPivot’s addition signals a broader shift in employer-sponsored wellness, where financial health is being treated as inseparable from overall health.
From Fitness Goals to Financial Goals
Traditionally, employee reward platforms have leaned heavily on merchandise, travel, or retail gift cards. GoPivot’s expansion reflects a growing demand for benefits that actually move the needle on real-life stressors. Instead of another Bluetooth speaker or restaurant card, workers can funnel points into long-term investments or debt relief.
As CEO Don Doster put it: “Financial wellbeing is essential to total wellbeing… By adding Gift of College into our rewards marketplace, we’re giving employees tools to invest in their future and reduce the stress of education costs.”
What Employees Can Do With It
Through Gift of College, employees can now:
-
Contribute directly to any 529 college savings plan.
-
Pay down existing student loan debt.
-
Reduce long-term financial stress by turning earned rewards into tangible investments.
It’s a clever way to turn wellness and safety achievements—like hitting activity goals, attending trainings, or earning recognition—into something that lasts far beyond the office.
Bigger Picture: Financial Wellness Joins the Benefits Mainstream
GoPivot’s move also puts it in line with a broader industry trend. Major benefits platforms and payroll providers (think Fidelity, SoFi at Work, and Betterment at Work) have been racing to integrate student loan repayment and 529 contributions into employee perks. With education costs continuing to rise, employers are recognizing that financial wellness is no longer optional—it’s a retention and engagement strategy.
GoPivot already works with partners like Charles Schwab and offers budgeting and planning resources. By folding Gift of College into its marketplace, the company is showing that rewards programs can evolve into financial wellness hubs, not just morale boosters.
Why It Matters
At a time when employee wellbeing programs are under scrutiny for ROI, this kind of benefit feels less like fluff and more like practical support. Helping workers chip away at student debt or save for their kids’ futures could be the difference between a perk employees notice—and one they actually use.
Join thousands of HR leaders who rely on HRTechEdge for the latest in workforce technology, AI-driven HR solutions, and strategic insights
