KidsFutures Inc., a national rewards program that helps families save money for their children’s post-secondary education, today announced a major expansion of its program, adding several new uses for its cash-based rewards currency.

Effective immediately, program Members can use their cash rewards for a number of financial goals including retirement savings, education savings and student loan repayment. To better capture the essence of the expansion, saving for the future, the program will now be known as the “Futura Rewards Program,” with KidsFutures serving as the education savings arm of the enlarged program.

“KidsFutures started as a unique education savings vehicle that addressed the concern of escalating tuition and education costs,” said Mark Farrell, CEO, KidsFutures Inc., in a news release.

“Many of our members and customers told us they wanted to be able to address other financial goals beyond just education savings; not everyone has a child requiring education savings and many consumers worry about saving enough for retirement or paying off large student loans. We listened — and today we are thrilled to say Futura Rewards provides our members with a greater choice of how they can use the cash rewards they earn from over 100 participating partner companies and brands.”

The transition will be seamless for current members who will continue to use their existing cards and Member numbers. Retail partners have been equipped with re-branded Futura marketing materials and join forms allowing them to play an important role in the launch.

Added Farrell: “Futura Rewards is now able to offer something for any adult in Canada. The idea of a free program that offers cash rewards for important financial goals – just by purchasing products and services consumers use every day – really is unique and has sparked widespread interest among companies and consumers of all types. While program mechanics and infrastructure remain the same, the expanded savings opportunities are being well received by program partners, particularly grocers, who see an opportunity to add the Futura Program as their main customer relationship management and loyalty component, allowing for greater understanding of their customers.”