I personally would heavily discount the value on this benefit. Maybe if you're an alumnus and your kid is definitely going to a school on the list it might be worth what it sort of looks like it is. The list of participating colleges is here
https://secure.tuitionrewards.com/index.cfm?p=colleges. Maybe the school your child gets in to / wants to attend is on the list in the future, maybe not. Also read the specifics on this.
It is a "guarantee" of a minimum amount of financial aid at these schools. These are private schools, which often run more expensive than their public counterparts. At least they are limiting this to non-profit private schools - won't find Trump University on the list. Many students get some form of financial aid already, so you have to ask, what is the incremental benefit of this, even if your child winds up going to one of these schools.
Then not all schools will accept all of the points - some have a cap on how much of these points they will accept. You can't get all of the details about any particular school's policies until you've signed up.
Also note this under "Other benefits for Employers:"
Cost-Effective Employee Benefit - Participating firms pay only a relatively small administrative fee, not the cost of the scholarships. Colleges simply agree to accept less than full tuition.
I suspect the marketing value to these schools far outweighs the actual benefits to the participants. Actually I don't have to just suspect that - right on the website's "for colleges" section:
The Tuition Rewards consortium, from SAGE Scholars, is a unique private college enrollment marketing tool to fill a "traditional" freshman class.
Tuition rewards pockets the fees, the universities "pay" the cost by giving scholarships they largely would have given anyway. But your kid is more likely to choose one of these schools - you are, after all, agreeing to have them bombarded by marketing materials from SAGE and its member schools, not to mention a parent who has accrued a lot of these points is going to likely feel compelled to steer their kid to one of these schools, lest their hard-earned "benefits / investments" be "wasted."