In less than a year, UPromise of Brookline, Mass., a rebate program for 529 college savings, has attracted more than one million members.

"That kind of success is unheard of," said UPromise spokesman Jim Doyle. "We are the fastest growing coalition loyalty program ever - faster than American Express' Membership Rewards, faster than American Airlines' American Advantage. Our program is working because we are able to surround consumers with savings opportunities and people are telling their friends," he said.

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