We have the Massachusetts plan, it's meh, but I like dealing with Fidelity. It's where all our other accounts are. Morningstar and Kiplingers both have recommendations on-line for other states. I thought that the T.Rowe Price one looked interesting.
I went with the Fidelity plan because it offered (and may still offer) a linked Amex card. I now put 2/3 of my expenses on that card and rather than getting Amazon points or whatever I get money put into the kid's 529 plan. Since I'm rather horrid about these things the extra boost felt worth it.
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