What WeSalute does

WeSalute is a veteran-owned Public Benefit Corporation that operates a verified-membership discount and benefits platform serving U.S. military members, veterans, nurses, and an expanding roster of service professionals. Founded in 1999 as Veterans Advantage, PBC and headquartered in Teton Village, the company has built a 3 million-member base over 25+ years by aggregating partner discounts across travel, retail, automotive, healthcare, dining, and insurance categories. The platform operates on a freemium model: free membership provides basic marketplace access, while the paid WeSalute+ tier adds the secure WeSalute+ ID Card, deeper partner pricing (up to 30% at Samsung, 35% at Ford X-Plan), 50% off travel protection, and Personal Benefits Specialist support.

The company's core technology is a privacy-preserving eligibility verification system that cross-references government databases to confirm service member status without storing sensitive identity documents. This underpins the WeSalute+ ID Card and is offered as a B2B verification service to enterprise partners. Revenue is generated through multiple streams: WeSalute+ subscription fees, affiliate/commission revenue from 100+ brand partners in the WeSalute Marketplace, transaction fees from the June 2026-launched WeSalute Travel booking portal (1M+ hotels, 700 airlines, 30,000 cruises), and margins on the proprietary WeSalute Travel Protection insurance product ($50K medical evacuation, $50K repatriation, $5K AD&D). The company is bootstrapped with no institutional capital raised.

Go-to-market is hybrid: product-led growth via free membership with viral word-of-mouth across military/veteran networks, supplemented by enterprise B2B partnerships with major brands (Ford, Verizon, Apple, Samsung, Avis, Carnival, CVS, Comcast, United, JetBlue, Alaska, Breeze, American, IHG, Wyndham, AMC, Wendy's, Lincoln, and others), an annual Heroes Meet Heroes community event presented by Avis Budget Group, and digital marketing across owned social channels. Distribution is exclusively U.S.-focused. Recent strategic moves include the June 2026 launch of WeSalute Travel, the October 2025 introduction of the secure WeSalute+ ID Card, the addition of Nurses as a new member segment, and planned rollout to First Responders, Medical Professionals, Teachers, and Students.

Name

WeSalute

Legal name

WeSalute (founded as Veterans Advantage, PBC)

Website

https://wesalute.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

WeSalute is a veteran-owned Public Benefit Corporation operating a verified-membership discount platform serving U.S. military members, veterans, nurses, and other service professionals. It aggregates 100+ brand-partner discounts and offers a premium WeSalute+ tier backed by a privacy-preserving eligibility verification system.

Ownership category

akta.pro rank

Product category

Military and Veteran Benefits Platform

NAICS

Insurance and Employee Benefit Funds (5251)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Customer Identity & Access Management (CIAM) (BPAMAEAA)

akta.pro secondary industry

Document Capture, Verification & KYC/AML for Travel (THALAPAH)

Keywords

• Military discount program
• Veteran benefits platform
• Service member recognition
• Military travel portal
• Verified discount marketplace

Headquarters

HQ city

Teton Village

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. WeSalute+ Premium Membership Subscription: Annual subscription revenue from premium WeSalute+ memberships that offer enhanced benefits including the WeSalute+ ID Card, deeper partner discounts (up to 30% at Samsung, 35% at Ford X-Plan), 50% off travel protection, family plan discounts, and access to Personal Benefits Specialists for dedicated support.
2. Travel Insurance Products: Sale of travel protection insurance products including medical evacuation coverage ($50,000), repatriation benefits ($50,000), and AD&D insurance ($5,000). WeSalute+ members receive 50% discount on annual travel protection plans.
3. Partner Marketplace Commissions: Revenue generated from brand partners who offer exclusive military discounts through the WeSalute Marketplace. Partners include major retailers (Samsung, Apple, Ford), travel providers (Avis, Carnival, United), and dining brands (Wendy's, 1800Flowers).
4. WeSalute Travel Booking Platform: New travel portal launched for America's 250th Anniversary providing members access to wholesale travel rates. WeSalute+ members receive up to $3,000 annually in Travel Cash credits. Platform offers access to 1M+ hotels, 700 airlines, and 30,000 cruise itineraries.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

WeSalute is a verified-membership discount marketplace and service-recognition platform serving U.S. military members, veterans, nurses, and their families. It uses privacy-preserving government-database verification to confirm eligibility without storing sensitive documents, then provides members access to exclusive partner discounts, wholesale travel rates, travel protection insurance, prescription savings, and a WeSalute+ secure ID card through a gated online marketplace.

Differentiator

Problem solved

Functional benefit

Brands

• WeSalute Travel: Members-only travel portal offering exclusive wholesale rates on hotels, airlines, cruises, and experiences for verified U.S. military members, veterans, and service professionals
• WeSalute+
• WeSalute+ ID Card
• WeSalute Marketplace
• WeSalute Travel Protection
• WeSalute Rx Discounts
• WeSalute Wounded Warrior Program
• Heroes Meet Heroes

Products and services

• WeSalute Free Membership Free membership tier providing verified U.S. military members, veterans, and other eligible service groups access to the WeSalute Marketplace, basic partner discounts, Jobs & Career Network, VIP Member Support, and a one-time $250 Travel Cash gift for WeSalute Travel.
• WeSalute+ Premium Membership Annual subscription premium membership offering the WeSalute+ ID Card, 50% savings on Travel Protection insurance, free Personal Benefits Specialist consultations, exclusive partner offers, 50% savings on family member plans, up to $3,000 Travel Cash gift annually for WeSalute Travel, and premium member pricing from partner brands (up to 30% at Samsung, up to 35% at Ford X-Plan).
• WeSalute+ ID Card Secure identification card for WeSalute+ members that verifies service eligibility by cross-referencing government databases without storing sensitive documents like military IDs, nursing licenses, or teaching certificates. Enables safe access to benefits and discounts without sharing personal documents.
• WeSalute Marketplace Online marketplace featuring exclusive discounts from 100+ partner brands across travel, retail, dining, wellness, automotive, and everyday essentials. Partners include Samsung, Apple, Ford, Verizon, Avis, CVS, Carnival, Wendy's, and many more. Accessible to verified WeSalute members.
• WeSalute Travel Members-only travel booking portal offering exclusive wholesale pricing on hotels, airlines, cruises, and experiences for verified U.S. military members, veterans, and service professionals. Provides access to over 1 million hotels, 700 airlines, and 30,000 cruise itineraries. WeSalute+ members receive up to $3,000 annually in Travel Cash credits.
• WeSalute Travel Protection Comprehensive travel insurance offering $50,000 Medical Evacuation coverage, $50,000 Repatriation benefits, and $5,000 AD&D Insurance plus worldwide travel assistance. WeSalute+ members receive 50% discount on annual travel protection plans. Annual coverage valid 365 days with auto-renewal or cancellation option.
• WeSalute Rx Discounts Prescription drug discount program offering savings at 65,000+ participating pharmacies nationwide. Provides average 55% savings on generic prescriptions and 40% on brand-name medications, with savings up to 80% on generics for WeSalute+ members.
• WeSalute+ Home & Auto Insurance Home and auto insurance products available to WeSalute+ premium members through partner insurance providers, offering verified-service-member pricing.

Quantifiable outcome

• Members save over $1,100 in six months across travel, gifts, and auto service
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

40 partnerships are on record, tiered minor, core and flagship.

• Montway Auto TransportminorGTM or Marketing Partner · 1 January 2026Montway Auto Transport provides vehicle shipping services to WeSalute members with $100 off vehicle moves. Partnership addresses needs of military families facing Permanent Change of Station (PCS) moves and relocations.
• Valvoline Instant Oil ChangeminorGTM or Marketing Partner · 1 January 2026Valvoline offers 15% discount to active duty military members and veterans. Partnership recognizes service through practical automotive maintenance savings.
• BulletproofminorGTM or Marketing Partner · 1 January 2026Bulletproof offers WeSalute members 25% off sitewide plus free shipping on nutrition products including coffee, supplements, and snacks.
• Comcast NBCUniversalcoreGTM or Marketing Partner · 1 January 2025Comcast NBCUniversal partners with WeSalute to provide military discounts on Xfinity services and Peacock streaming. The company, founded by WWII Navy veteran Ralph Roberts, actively invests in military community programs through Project UP initiative.
• The Farmer's DogminorGTM or Marketing Partner · 1 January 2025The Farmer's Dog offers WeSalute members 70% off their first box of fresh dog food plus a free welcome kit. Pre-portioned meals delivered for dogs' health.
• American Airlines VacationscoreGTM or Marketing Partner · 1 January 2025American Airlines honors WeSalute+ members with savings on American Airlines Vacations packages. American operates 6,800 daily flights to 365+ destinations in 61 countries.
• Carnival Cruise LinecoreGTM or Marketing Partner · 1 January 2024Carnival Cruise Line, part of Carnival Corporation, has partnered with WeSalute to offer exclusive savings for WeSalute+ Members. The partnership includes events and celebrations on cruises, including Veterans Meet and Greet gatherings, a Veterans' Table during teatime, and Military Appreciation Day celebrations aboard ships.
• SamsungcoreGTM or Marketing Partner · 1 January 2024Samsung offers WeSalute+ members up to 30% off on Galaxy phones, laptops, TVs, home appliances, and accessories through a private WeSalute member store. Members can earn Samsung Rewards points on discounted purchases.
• GE Appliances StorecoreGTM or Marketing Partner · 1 January 2024GE Appliances Store offers WeSalute+ members exclusive savings up to 41% on select appliances plus free delivery on orders over $299. Shoppers access brands including Monogram, Cafe, GE Profile, and GE through an exclusive private shopping site.
• United AirlinescoreGTM or Marketing Partner · 1 January 2024United Airlines offers WeSalute+ ID Card members exclusive 5% discount on flights. Discount is part of United's broader military appreciation program.
• JetBlue AirwayscoreGTM or Marketing Partner · 1 January 2024JetBlue offers WeSalute members exclusive 15% discount on base fares for round-trip flights. Partnership celebrates America's 250th Anniversary with military-focused travel promotions.
• Breeze AirwayscoreGTM or Marketing Partner · 1 January 2024Breeze Airways offers WeSalute members exclusive 15% discount on base fares for new round-trip reservations.
• Country Inn & SuitesminorGTM or Marketing Partner · 1 January 2024Country Inn & Suites (Choice Hotels) offers WeSalute+ members up to 15% off reservations with free breakfast and flexible cancellation. Members can earn Choice Privileges points.
• Breeze AirwayscoreGTM or Marketing Partner · 1 January 2024Breeze Airways offers exclusive 15% discount on base fares for new round-trip flight reservations through WeSalute membership.
• Alaska AirlinescoreGTM or Marketing Partner · 1 January 2024Alaska Airlines offers exclusive military discounts for WeSalute members through the platform's verified membership program.
• DellminorGTM or Marketing Partner · 1 January 2024Dell offers WeSalute members an additional 5% off computers and tablets through the platform's partner discount program.
• LenovominorGTM or Marketing Partner · 1 January 2024Lenovo offers WeSalute members up to 35% off everyday savings on computers and tablets through exclusive military discount programs.
• HPminorGTM or Marketing Partner · 1 January 2024HP offers military discounts up to 62% during sales events for WeSalute members on laptops, desktops, and accessories.
• AcerminorGTM or Marketing Partner · 1 January 2024Acer offers WeSalute+ members 10% off laptops, desktops, tablets, monitors, and accessories. Products are tested to MIL-STD-810G standards for durability.
• IHG Hotels & ResortscoreGTM or Marketing Partner · 1 January 2024IHG Hotels & Resorts offers exclusive military discounts through the WeSalute marketplace, providing access to properties worldwide.
• Wyndham Hotels and ResortscoreGTM or Marketing Partner · 1 January 2024Wyndham Hotels and Resorts provides military discounts through the WeSalute platform, offering savings across their global hotel portfolio.
• PolarminorGTM or Marketing Partner · 1 January 2022Polar offers WeSalute+ members up to 15% off fitness trackers, sport watches, and heart rate monitors. Since 1977, Polar has been a leader in fitness tracking technology.
• OutdoorlycoreGTM or Marketing Partner · 1 January 2022Outdoorly provides WeSalute+ members access to over 130 outdoor gear brands at discounts up to 65%. Includes brands like Mammut, Polar, Liberty Skis, and Obermeyer for skiing, climbing, and hiking equipment.
• Liberty SkisminorGTM or Marketing Partner · 1 January 2021Liberty Skis, a Colorado company, offers WeSalute+ members 65% off premium skis designed for all terrains. Skis are hand-built with 3-year warranty.
• Ray-BanminorGTM or Marketing Partner · 1 January 2021Ray-Ban offers WeSalute+ members 15% off eyewear purchases up to $500, plus free shipping. Verification partnership began in 2021.
• Costa Del MarminorGTM or Marketing Partner · 1 January 2021Costa Del Mar offers 15% off sunglasses purchases for WeSalute+ members, with free shipping on orders over $200. Partnership includes Freedom Series patriotic-inspired frames supporting Freedom Fighter Outdoors.
• Sunglass HutminorGTM or Marketing Partner · 1 January 2021Sunglass Hut offers WeSalute+ members 15% off designer eyewear purchases online. With over 3,000 stores worldwide, members can also order online and pick up in-store.
• AMC TheatrescoreGTM or Marketing Partner · 1 January 2021AMC Theatres offers WeSalute members savings up to 40% on movie tickets and refreshments. Members can purchase discounted e-tickets valid seven days a week with no expiration.
• Personalization MallminorGTM or Marketing Partner · 1 January 2020Personalization Mall offers WeSalute+ members 20% off custom gifts, combinable with public sale discounts. Founded in Chicago in 1998, now part of 1-800-FLOWERS.COM family.
• Wolferman'sminorGTM or Marketing Partner · 1 January 2016Wolferman's offers WeSalute+ members 25% off their entire order daily. Famous for English muffins and specialty baked goods since 1900s.
• Verizon FiosminorGTM or Marketing Partner · 1 January 2015Verizon Fios offers business internet service discounts to verified military members and veterans through WeSalute. Small business owners can save $5-10/month depending on speed tier.
• CVS/pharmacycoreGTM or Marketing Partner · 1 January 2012CVS/pharmacy offers 20% off online orders plus free shipping for WeSalute+ members. Additionally, WeSalute+ members receive prescription drug discounts at 65,000+ participating pharmacies nationwide, with savings up to 80% on generics and 40% on brand-name medications.
• Lincoln Motor CompanycoreGTM or Marketing Partner · 1 January 2012Lincoln Motor Company (Ford subsidiary) offers WeSalute+ members exclusive X-Plan pricing on eligible Lincoln vehicles. Members can receive up to two PIN codes per calendar year for purchase or lease transactions.
• Verizon WirelesscoreGTM or Marketing Partner · 1 January 2011Verizon offers military discounts on Unlimited plans including 'Unlimited Ultimate,' 'Unlimited Plus,' and 'Unlimited Welcome' access. Discounts range from $10-25/month based on line count, plus up to 25% off accessories. Family members of military personnel also qualify through WeSalute+ membership.
• Budget Rent a CarcoreGTM or Marketing Partner · 1 January 2011Budget Car Rental offers WeSalute+ members up to 35% off Pay Now rates at participating locations. Basic WeSalute members receive up to 25% discount.
• Wendy'scoreGTM or Marketing Partner · 1 January 2011Wendy's, founded by U.S. Army Veteran Dave Thomas, offers WeSalute+ members exclusive restaurant savings delivered via email and mobile app, including special coupons on patriotic holidays.
• Avis Budget GroupflagshipGTM or Marketing Partner · 1 January 2007Avis Budget Group partnered with WeSalute in 2007 to offer military discounts. WeSalute members save up to 25% on Avis rentals; WeSalute+ members save up to 35% plus receive complimentary Avis Preferred Plus upgrade. Avis Budget Group also presents the annual Heroes Meet Heroes event.
• ApplecoreGTM or Marketing Partner · 1 January 2004Apple offers everyday military discounts on MacBook notebooks, Mac desktops, iPads, iPhones, Apple Watch, and AppleCare through WeSalute. WeSalute+ members access Apple's private military discount store for exclusive pricing and free standard shipping on qualifying orders.
• Omaha SteakscoreGTM or Marketing Partner · 1 January 2004Omaha Steaks offers WeSalute+ members 10% off purchases in their private online store and at 80+ retail locations nationwide. Discount is combinable with promotional offers.
• Ford Motor CompanycoreGTM or Marketing Partner · 1 January 2004Ford Motor Company offers WeSalute+ members exclusive X-Plan Partner Recognition Vehicle Pricing on new Ford vehicles. Members can save thousands on purchases or leases of up to two vehicles per year, with the X-Plan price clearly marked on the factory invoice.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• ID.me: ID.me is a digital identity verification network that verifies military, veteran, first responder, student, and teacher status for partner discounts and government services. It is the most direct competitor to WeSalute's verification-and-marketplace model, with substantially larger scale and federal government contract wins.
• GovX: GovX is a membership-based online retailer offering exclusive discounts to military, veterans, first responders, and government employees. Like WeSalute, it aggregates partner-brand deals behind verified-status gating, though it skews more toward e-commerce transactions than travel or insurance.

Emerging players

• SheerID: SheerID is a digital verification platform that confirms eligibility for consumer audiences including military, students, teachers, and healthcare workers. WeSalute partners with SheerID-adjacent programs (e.g., Rosetta Stone), and SheerID competes with WeSalute's proprietary verification stack for the same partner-brand relationships.

Broad incumbents

• Rakuten: Rakuten is a broad cashback and coupon marketplace serving general consumers via affiliate/partner commissions. While not military-specific, its marketplace-commission economics and brand-partner model mirror WeSalute's Marketplace at much larger scale.
• USAA: USAA is a member-owned financial services company exclusively serving military members, veterans, and their families with banking, insurance, and investment products. While a much broader financial services incumbent, USAA competes for the same verified-military wallet and brand-loyalty share that WeSalute targets.
• AAA: AAA is a long-standing membership organization providing roadside assistance, travel booking, insurance, and partner discounts. While not military-focused, its membership-gated discount marketplace and travel booking platform share WeSalute's underlying business mechanics.
• Honey (PayPal): Honey is a coupon and cashback browser extension owned by PayPal that aggregates merchant discount codes. While consumer-generalist rather than military-specific, it competes for the same end-user attention on partner-discount redemption and demonstrates the broader discount-aggregation category dynamics.

Others

• USO: The USO is a nonprofit military service organization that delivers programming, care packages, and transition support to service members. While not a commercial competitor, the USO shapes member expectations and brand affinity within the same audience WeSalute serves.
• Veterans Advantage (legacy): Veterans Advantage was WeSalute's original corporate name (founded 1999). If a separate entity or successor brand continues to operate under this name, it would represent historical overlap with WeSalute's mission and member base.

Regional players

• Military.com: Military.com is a media and benefits platform serving U.S. service members, veterans, and military families with news, benefits guides, and discount listings. It competes for the same top-of-funnel attention and partner-discount distribution as WeSalute but operates primarily as a content/media business rather than a verified membership platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xtwitter.com/wesaluteplus
• YouTubeyoutube.com/@WeSalutePlus
• Facebookfacebook.com/wesaluteofficial
• LinkedInlinkedin.com/company/wesalute
• Instagraminstagram.com/wesaluteofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WeSalute