Military Friendly
Military Friendly, operated by ViQTORY, Inc., is a U.S.-based ratings and certification platform that evaluates and designates military-friendly employers and schools, and connects veterans with those organizations through its MFTX marketplace and branded publications.
- Company typePrivate
- Founded2003
- HeadquartersSewickley, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Military Friendly does
Military Friendly, operated by ViQTORY, Inc. (a certified service-disabled, veteran-owned small business under Neptune Holdings, Inc.), is the original and most recognized ratings and certification platform for military-friendly employers and schools in the United States. Founded in 2003, the company runs a free survey-based certification program (Pledge → Designation → Award levels including Bronze, Silver, Gold, and Top 10) that uses a rules-based, formulaic methodology drawing on public federal data (VA, DoD, Department of Education, DOL) and proprietary survey responses. Approximately 2,000 organizations submit the survey annually, with over 3,500 competing for designation in 2025, up from fewer than 20 at launch.
The company's core platform comprises MilitaryFriendly.com (the MFTX vetted talent exchange and marketplace connecting veterans with employers), MilitaryFriendly.org (the public ratings database), a portfolio of branded publications (G.I. Jobs, Military Spouse, Vetrepreneur), and dedicated Shopify storefronts for plaques and merchandise. Technology stack details are not publicly disclosed, but the platform supports social-login integrations (Google, Facebook), self-serve employer/school registration, resume databases, virtual job fairs, and targeted marketing reach to a claimed 22M+ military community audience.
Revenue is generated through a hybrid model: (1) annual subscription fees for employer/school profile upgrades (scaled by employee count), (2) $39 per-ticket fees for personalized survey support, (3) merchandise and plaque sales via e-commerce storefronts, and (4) advertising sales across G.I. Jobs, Military Spouse, and Vetrepreneur print/digital publications. The company serves three primary customer segments: enterprises seeking veteran talent (employers/schools), the U.S. military community (veterans, active duty, spouses), and civilian supporters, with the first two being monetized. Headcount is reported at 1–10 employees, indicating a highly operationally lean organization.
Military Friendly firmographics
Firmographics- Name
- Military Friendly
- Legal name
- Viqtory, Inc.
- Website
- https://militaryfriendly.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Military Friendly, operated by ViQTORY, Inc., is a U.S.-based ratings and certification platform that evaluates and designates military-friendly employers and schools, and connects veterans with those organizations through its MFTX marketplace and branded publications.
- Ownership category
- akta.pro rank
Military Friendly industry classification
Industry- Product category
- Military Employment Certification & Talent Marketplace
- NAICS
- Professional Organizations (81392), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Membership Organizations (8600), Services-Miscellaneous Business Services (7380)
- akta.pro primary industry
- Veterans Affairs & Military Family Services (BPAIAHAL)
- akta.pro secondary industries
- Veterans, Military & Employer/Third-Party Billing Benefits (EDALAJAJ), Compensation, Benefits & Total Rewards Advisory (BPACAJAG)
Keywords
Where Military Friendly is headquartered
LocationHeadquarters
- HQ city
- Sewickley
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Military Friendly business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Employer/School Membership Fees: Employers and schools pay subscription fees for upgraded profiles on MilitaryFriendly.com. Free profiles are provided to all Military Friendly® certified organizations; paid profiles include resume downloads, Vetted Marketplace access, marketing discounts, and logo usage rights. Pricing scales with organization size (employee count).
- Survey Certification Fees: Organizations complete the Military Friendly® survey (Pledge, Designation, Award levels) for free to earn designation; however, personalized support is available for a $39 per ticket fee. Survey links can be reissued for additional fees.
- Merchandise & Plaque Sales: Organizations earning designations can purchase plaques, awards, and branded merchandise through dedicated storefronts (victory-media.myshopify.com, products.viqtory.com) to display their Military Friendly® status.
- Magazine & Publication Advertising: G.I. Jobs®, Military Spouse®, and Vetrepreneur® magazines (print and digital) carry employer and school advertising. These publications are free to military community members and monetized through advertising sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free Basic Profile — for certified employers and schools |
| Subscription | Annual | Paid Membership — employer/school profile upgrades |
| Other | Pay-as-you-go | Support Ticket — survey assistance |
| Unit Pricing | Pay-as-you-go | Plaques and merchandise — for awardees |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels11 records
Military Friendly product offering
Product offeringCore offering
Military Friendly® operates a rules-based, third-party ratings and certification program (Pledge → Designation → Award) that evaluates employers and schools on their military community programs. It also runs the Military Friendly Talent Exchange (MFTX), a vetted two-sided job marketplace connecting military community members (veterans, active duty, spouses) with certified employers. The platform is supported by a family of military-focused publications (G.I. Jobs®, Military Spouse®, Vetrepreneur®), a franchise coaching program (Vetrepreneur), a veteran-owned business directory (BuyVeteran.com), and annual recognition awards (Veteran of the Year®, Vetrepreneur of the Year).
Differentiator
Problem solved
Functional benefit
Brands
- G.I. Jobs: Magazine and online resources for military transition and veteran employment
- Military Spouse
- Vetrepreneur
- Buy Veteran
- Military Friendly Talent Exchange (MFTX)
Products and services
- Military Friendly® Employer Designation Program A rules-based certification program evaluating for-profit and nonprofit employers on their veteran and military spouse recruitment, retention, and advancement programs. Includes a tiered framework (Pledge → Designation → Bronze, Silver, Gold, Top 10 Awards) based on a proprietary survey methodology using public federal data and survey responses.
- Military Friendly® School Designation Program A certification program for post-secondary educational institutions (four-year universities, community colleges, online universities, graduate schools, vocational/trade schools) evaluating programs for military-connected students. Schools achieving designation report 15-17% higher retention rates and 17% higher graduation rates.
- Military Friendly Talent Exchange (MFTX) A vetted online job marketplace where certified Military Friendly® employers post jobs and veterans, active duty, and military spouses create free profiles to search for roles. Paid members gain access to resume downloads, the Vetted Marketplace, and enhanced employer matching.
- Vetrepreneur® Franchise Coaching Program Coaching and educational services for veterans and military spouses interested in franchise business ownership. Includes information sessions and franchise academy resources.
- G.I. Jobs® Magazine
Quantifiable outcome
- Organizations competing for Military Friendly® designation grew from 20 (2003) to 3,500+ (2025), indicating massive increase in corporate demand for veteran talent.
- +2 more outcomes
Companies that use Military Friendly
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Military Friendly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Military Friendly partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered ultimate_parent, regulatory_data_partner and parent.
- Neptune Holdings, Inc.ultimate_parentNeptune Holdings, Inc. is the ultimate parent company of Viqtory, Inc., which owns and operates Military Friendly®, G.I. Jobs®, Military Spouse®, Vetrepreneur®, and BuyVeteran.com. Viqtory is a subsidiary of Neptune Holdings.
- U.S. Department of Veterans Affairsregulatory_data_partnerThe VA is a data source for Military Friendly® School eligibility — schools must be eligible to receive federal veteran education benefits under VA programs to participate in the Military Friendly® ratings.
- U.S. Department of Defenseregulatory_data_partnerThe DoD is a data source for eligibility and criteria in the Military Friendly® ratings. DoD Tuition Assistance data, Voluntary Education Partnership MOU status, and other DoD data points are used in school eligibility screening.
- U.S. Department of Educationregulatory_data_partnerThe Department of Education provides public data used in Military Friendly® School eligibility determination and ratings methodology.
- U.S. Department of Laborregulatory_data_partnerDOL data (VETS agency, OFCCP, Wage & Hour) is used as public data sources in Military Friendly® Employer eligibility and ratings. HIRE Vets Medallion program data is also referenced.
- VIQTORY (Parent Company)parentViqtory, Inc. is a certified service-disabled, veteran-owned small business that owns and operates Military Friendly® and its family of brands (G.I. Jobs®, Military Spouse®, Vetrepreneur®, BuyVeteran.com). Co-founded and led by veterans and their families.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Military Friendly competitors and assessment
Company assessmentBroad incumbents
- Indeed: The largest generalist job board, which competes for veteran job-seeker traffic and employer job-posting budgets. Its scale and free SEO presence put pricing pressure on MFTX as a paid marketplace.
- USAJOBS: The official U.S. federal government job platform, which dominates veteran hiring into government roles via Veterans' Preference. It is adjacent to Military Friendly®'s employer marketplace, particularly for veterans transitioning into public-sector careers.
- Monster: A long-standing generalist job board with veteran-targeted products. It overlaps with MFTX in employer job-posting and resume-database offerings, especially for mid-market employers.
- LinkedIn: The dominant professional network with growing veteran affinity features (filters, military skill translation). It competes for both sides of Military Friendly®'s marketplace and for veteran community mindshare.
Direct peers
- RecruitMilitary: RecruitMilitary operates veteran-focused job fairs, a job board, and employer branding programs that compete head-to-head with Military Friendly®'s MFTX marketplace and employer ratings. It targets the same employer and veteran segments with a similar events- and community-led GTM motion.
- Hire Heroes USA: A nonprofit providing individualized job search assistance to veterans and military spouses. It overlaps with Military Friendly®'s candidate-side mission of translating military experience into civilian employment, though delivered as 1:1 coaching rather than a marketplace.
- Hiring Our Heroes: A U.S. Chamber of Commerce Foundation program that runs veteran job fairs, fellowships, and employer engagement initiatives. It competes with Military Friendly® in connecting veterans to employers through events and credentialing-style programs, and is funded at significantly larger scale.
- Military.com: A large military community platform offering news, benefits content, and a job board. It competes with Military Friendly® for veteran attention and employer advertising spend, particularly in the G.I. Jobs® magazine's content category.
Others
- DAV (Disabled American Veterans): A major veterans service organization that advocates for benefits, employment, and disability support. It is thematically adjacent to Military Friendly®'s mission but focuses on advocacy and benefits administration rather than employer ratings.
Emerging players
- RallyPoint: A professional network for the military community that includes job-matching functionality. It overlaps with MFTX on the candidate side but lacks Military Friendly®'s employer ratings and certification depth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Military Friendly social profiles
Digital presenceMilitary Friendly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Military Friendly leadership team
Management profileNumber of profiles
Profiles1 record
Military Friendly subsidiaries and ownership
Company hierarchySubsidiaries4 records
Military Friendly funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Military Friendly M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Military Friendly
What does Military Friendly do?
Military Friendly® operates a rules-based, third-party ratings and certification program (Pledge → Designation → Award) that evaluates employers and schools on their military community programs. It also runs the Military Friendly Talent Exchange (MFTX), a vetted two-sided job marketplace connecting military community members (veterans, active duty, spouses) with certified employers. The platform is supported by a family of military-focused publications (G.I. Jobs®, Military Spouse®, Vetrepreneur®), a franchise coaching program (Vetrepreneur), a veteran-owned business directory (BuyVeteran.com), and annual recognition awards (Veteran of the Year®, Vetrepreneur of the Year).
Is Military Friendly a public or private company?
Military Friendly is a private company. It is classified as corporate owned and is currently operating.
When was Military Friendly founded?
Military Friendly was founded in 2003. It employs 1 to 10 people.
Where is Military Friendly based?
Military Friendly is headquartered in Sewickley, United States, in the North America region.
How does Military Friendly make money?
Four revenue lines are on record. Employer/School Membership Fees are the primary driver. The others are survey Certification Fees, merchandise & Plaque Sales and magazine & Publication Advertising.
Who are Military Friendly's main competitors?
Broad incumbents on record are Indeed, USAJOBS, Monster and LinkedIn. Direct peers are RecruitMilitary, Hire Heroes USA, Hiring Our Heroes and Military.com. DAV (Disabled American Veterans) is listed as an others. RallyPoint is listed as an emerging player.
Does Military Friendly have an API?
No public API is recorded for Military Friendly.
What industry is Military Friendly in?
Military Friendly's product category is Military Employment Certification & Talent Marketplace. Its primary akta.pro industry code is BPAIAHAL, Veterans Affairs & Military Family Services, with a secondary code of EDALAJAJ, Veterans, Military & Employer/Third-Party Billing Benefits. Its NAICS code is 81392 and its SIC code is 8600.