Face the Fight

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.

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

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

• Veteran suicide prevention
• Mental health training
• Suicide prevention grants
• Crisis response planning
• Veteran care coordination

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

1. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered founding partner, strategic coalition partner, academic partner and core grantee.

• USAAfounding partnerStrategic or Co-development 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 partnerStrategic or Co-development 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 partnerStrategic or Co-development 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 partnerStrategic or Co-development 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 granteeStrategic or Co-development PartnerCohen 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 granteeStrategic or Co-development PartnerVets4Warriors 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 granteeStrategic or Co-development PartnerOverwatch 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 granteeStrategic or Co-development PartnerAmerica'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

Direct 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

• Xx.com/WeFaceTheFight
• YouTubeyoutube.com/@WeFaceTheFight
• Facebookfacebook.com/WeFaceTheFightOfficial
• LinkedInlinkedin.com/company/We-Face-The-Fight
• Instagraminstagram.com/WeFaceTheFight

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments42 records

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Frequently asked questions about Face the Fight