As someone who is paying off lots of student loans I definitely prioritize college savings for my kids, but it’s far below what they’re estimated to need (tuition is crazy!!). Retirement savings has to come first, but I figure anything I can give them will help. As I pay off my student loans in the next couple years I plan to increase my 529 contributions. I’d like to get up to at least $100–150 a month for each kid (I have 3). Right now I’m at $50. I’m hoping something magical will happen in the next 15 years to slow the rise in tuition costs, but I’m not holding my breath.