Face the Fight
Face the Fight is a US nonprofit coalition launched in 2023 by USAA, Reach Resilience, and the Humana Foundation, uniting 300+ cross-sector partners to reduce veteran suicide through free evidence-based training, care coordination (Check-In), and over $41M in grants distributed to date.
- Company typePrivate
- Founded2023
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What Face the Fight does
Face the Fight is a national nonprofit coalition initiative launched in 2023 by USAA, Reach Resilience, and the Humana Foundation to reduce veteran suicide. It operates as a donor-funded movement aggregating more than 300 cross-sector partners (corporations, foundations, nonprofits, and government entities) across tiered sponsorship levels and distributes charitable grants to evidence-informed veteran suicide prevention programs. To date the coalition has committed over $85 million since launch, distributed more than $41 million in grants, and screened over 770,000 veterans for suicide risk using instruments such as the C-SSRS.
Its core service surface comprises three layers. The first is the Check-In care coordination platform (powered by the Veteran Wellness Alliance), which pairs veterans with Care Coordinators who schedule appointments and route them to no-cost mental and brain health providers. The second is a suite of evidence-based training workshops — Lethal Means Safety (LMS), Crisis Response Planning (CRP), Veteran Cultural Competence Training, Basics of Veteran Suicide Prevention, and Postvention — delivered online via Zoom by clinical experts affiliated with UT Health San Antonio and offering CE credits. The third is a coalition infrastructure including the Coalition Hub member platform, FTF Frontline newsletter, quarterly coalition meetings, and the Faces of the Fight storytelling initiative, supplemented by toolkits, language guides, and community-based resource directories.
The business model is philanthropic: all programs, trainings, and resources are provided free of charge to veterans, service members, families, caregivers, and clinicians. Funding flows from corporate partners (USAA, Humana Foundation, Lockheed Martin, Walmart, Starbucks, Comcast NBCUniversal, KPMG, NFL, Amazon, Visa, McKinsey, Cigna, Fox Corp., MX Technologies, Revo, Fiserv, Acadia Healthcare, Fisher House Foundation, and others), with operating geographies limited to the United States. The initiative aspires to save 15,000 veteran lives by 2032 and has an explicit strategic plan covering 2026-2028.
Face the Fight firmographics
Firmographics- Name
- Face the Fight
- Legal name
- Face the Fight
- Website
- https://wefacethefight.org
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Short description
- Face the Fight is a US nonprofit coalition launched in 2023 by USAA, Reach Resilience, and the Humana Foundation, uniting 300+ cross-sector partners to reduce veteran suicide through free evidence-based training, care coordination (Check-In), and over $41M in grants distributed to date.
- Ownership category
- akta.pro rank
Face the Fight industry classification
Industry- Product category
- Veteran Suicide Prevention Services
- NAICS
- Human Rights Organizations (813311), Voluntary Health Organizations (813212)
- SIC
- Services-Help Supply Services (7363)
- akta.pro primary industry
- Social Justice & Human Rights Grantmaking Foundations (BPAGAKAN)
- akta.pro secondary industry
- Health & Medical Research Grantmaking Foundations (BPAGAKAL)
Keywords
Face the Fight business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Grants distributed to evidence-informed veteran suicide prevention programs (over $41M+ distributed since launch), Personnel costs including clinical experts and trainers from UT Health San Antonio delivering workshops, Marketing or sales costs for awareness campaigns, public service announcements, and coalition meetings, Operations costs for coalition meetings, webinars, town halls, and event hosting, Technology or R&D costs for training curriculum development and dynamic data modeling
Revenue model
- Philanthropic Contributions: Face the Fight operates as a nonprofit initiative funded entirely through charitable donations from corporate partners, foundations, and individual donors. The organization distributes grants to evidence-informed veteran suicide prevention programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free programs for veterans and the community |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Face the Fight product offering
Product offeringCore offering
Face the Fight is a national veteran suicide prevention coalition that distributes grants to evidence-informed programs, provides free evidence-based training workshops (Lethal Means Safety, Crisis Response Planning, Veteran Cultural Competence), connects veterans to no-cost mental health care through its Check-In service, and mobilizes 300+ cross-sector partners to raise awareness and reduce stigma. All programs are delivered free of charge and funded entirely through philanthropic contributions from corporate and foundation donors.
Product overview
Face the Fight is a national veteran suicide prevention initiative, not a traditional SaaS product, but rather a coalition-based platform offering multiple interconnected services and resources. The core offerings include Check-In (care coordination connecting veterans to mental health professionals), training programs (Lethal Means Safety Workshop, Crisis Response Planning Workshop, Veteran Cultural Competence Training, Basics of Veteran Suicide Prevention), and postvention support. These are complemented by resource suites including toolkits, guides, community-based resources, and the Coalition Hub member platform. The initiative distributes grants through the Face the Fight Charitable Fund and publishes annual Progress Reports documenting impact. The Faces of the Fight initiative amplifies advocacy through personal stories. All offerings work together to provide a comprehensive ecosystem for veteran suicide prevention, connecting veterans to care, training supporters and professionals, and building a coalition of over 300 cross-sector partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Check-In A care coordination service that connects veterans, service members, and their families with no-cost, high-quality mental and brain health care professionals. Each person is paired with a Care Coordinator who helps schedule care and recommends options fitting their needs.
Quantifiable outcome
- Trained over 30,000 people in evidence-informed suicide prevention
- +5 more outcomes
Companies that use Face the Fight
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles4 records
Face the Fight technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Face the Fight partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered founding partner, strategic coalition partner, academic partner and core grantee.
- USAAfounding partnerUSAA is a founding partner of Face the Fight, providing initial funding and hosting coalition meetings at its San Antonio headquarters. USAA contributed an initial $2.5M grant funding and continues as a core coalition member.
- Reach Resiliencefounding partnerReach Resilience is a founding partner of Face the Fight, advancing the mission through the Endeavors organization by activating allies and enabling change for communities in crisis.
- Elizabeth Dole Foundationstrategic coalition partnerElizabeth Dole Foundation serves as strategic coalition partner, aligning caregiver leadership, policy insight, and coalition coordination to better serve veterans and families.
- UT Health San Antonioacademic partnerUT Health San Antonio serves as academic partner, providing clinical experts who develop and deliver training programs including Lethal Means Safety and Crisis Response Planning workshops.
- Cohen Veterans Networkcore granteeCohen Veterans Network receives Face the Fight funding for suicide prevention fellows and optimizing safe storage messaging research. Operates 22 clinics serving post-9/11 veterans.
- Vets4Warriorscore granteeVets4Warriors receives Face the Fight funding to enhance screening tools and safety planning. Provides 24/7 peer support to over 940,000 veterans since 2011.
- Overwatch Project / FORGEcore granteeOverwatch Project / FORGE receives Face the Fight funding for peer-based interventions on firearms and lethal means safety. Trained over 25,000 veterans and service members.
- America's Warrior Partnershipcore granteeAmerica's Warrior Partnership receives Face the Fight funding for holistic screening in rural and tribal communities, including suicide risk assessments using C-SSRS.
Scale indicators17 records
Recent moves4 records
Expansion highlights5 records
Face the Fight competitors and assessment
Company assessmentDirect peers
- American Foundation for Suicide Prevention (AFSP): The largest nonprofit dedicated to suicide prevention research, education, and advocacy in the U.S. AFSP is the closest direct peer — operating in the same suicide-prevention category, raising philanthropic capital, funding community programs, and delivering evidence-based training that directly overlaps Face the Fight's LMS/CRP offerings.
- Stop Soldier Suicide: A nonprofit focused exclusively on reducing military and veteran suicide through prevention, intervention, and postvention. Direct peer in target population (active-duty and veterans), intervention model (screening and connection to care), and grantmaking/donor-funded operating model.
- Give an Hour: Nonprofit providing free mental health services to military, veterans, and their families via a network of licensed volunteer clinicians. Comparable in target population, free-access model, coalition-building approach, and emphasis on connecting veterans to clinically validated care.
- Tragedy Assistance Program for Survivors (TAPS): National nonprofit providing bereavement support to military survivors, including those impacted by suicide loss. Overlaps directly with Face the Fight's postvention training and resource offerings for survivors and family members of veterans lost to suicide.
- National Action Alliance for Suicide Prevention: Public-private partnership advancing the National Strategy for Suicide Prevention. Compares on coalition-building approach and policy advocacy, though operating as a broader umbrella rather than a veteran-specific program like Face the Fight.
Broad incumbents
- Wounded Warrior Project: One of the largest and best-funded veteran service organizations in the U.S., with programs spanning mental health, physical wellness, and economic empowerment. Broad incumbent serving the same veteran population with overlapping mental-health and suicide-prevention programming, but at materially larger resource scale.
- Iraq and Afghanistan Veterans of America (IAVA): Leading post-9/11 veteran advocacy and services organization. Comparable in veteran-targeted advocacy, policy work, and member-services delivery, but broader in mission (employment, education, healthcare) and well-established as a national voice.
- Suicide Prevention Resource Center (SPRC): National resource center funded by the U.S. SAMHSA providing training, best-practices, and technical assistance on suicide prevention. Compares on training-program and evidence-based-curriculum delivery for suicide prevention, though focused on the general population rather than veterans specifically.
- Team Rubicon: Veteran-led disaster response organization that mobilizes veteran volunteers while addressing veteran mental health and reintegration. Comparable veteran-serving mission and community-based intervention model, though core activity is disaster response rather than suicide prevention.
- The Mission Continues: Nonprofit supporting veteran reintegration through service leadership and community impact programs. Overlaps on veteran mental wellness, community-based programming, and corporate-philanthropy-supported operating model, though broader in mission than Face the Fight's suicide-prevention focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Face the Fight social profiles
Digital presenceFace the Fight compliance and trust
Trust signalCompliance1 record
Face the Fight financial estimates
Financial estimateRevenue estimate
Valuation estimate
Face the Fight leadership team
Management profileNumber of profiles
Profiles1 record
Face the Fight funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Face the Fight M&A and investment
M&A and investmentM&A
Investments42 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Face the Fight
What does Face the Fight do?
Face the Fight is a national veteran suicide prevention coalition that distributes grants to evidence-informed programs, provides free evidence-based training workshops (Lethal Means Safety, Crisis Response Planning, Veteran Cultural Competence), connects veterans to no-cost mental health care through its Check-In service, and mobilizes 300+ cross-sector partners to raise awareness and reduce stigma. All programs are delivered free of charge and funded entirely through philanthropic contributions from corporate and foundation donors.
Is Face the Fight a public or private company?
Face the Fight is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Face the Fight founded?
Face the Fight was founded in 2023.
How does Face the Fight make money?
One revenue line is on record: philanthropic Contributions.
Who are Face the Fight's main competitors?
Direct peers on record are American Foundation for Suicide Prevention (AFSP), Stop Soldier Suicide, Give an Hour, Tragedy Assistance Program for Survivors (TAPS) and National Action Alliance for Suicide Prevention. Broad incumbents are Wounded Warrior Project, Iraq and Afghanistan Veterans of America (IAVA), Suicide Prevention Resource Center (SPRC), Team Rubicon and The Mission Continues.
Does Face the Fight have an API?
No public API is recorded for Face the Fight.
What industry is Face the Fight in?
Face the Fight's product category is Veteran Suicide Prevention Services. Its primary akta.pro industry code is BPAGAKAN, Social Justice & Human Rights Grantmaking Foundations, with a secondary code of BPAGAKAL, Health & Medical Research Grantmaking Foundations. Its NAICS code is 813311 and its SIC code is 7363.