VETERANSPLUS INC

What VETERANSPLUS INC does

VeteransPlus Inc is a 501(c)(3) nonprofit financial-literacy organization founded in 2008 and headquartered in Clearwater, Florida, serving active military servicemembers, veterans, caregivers, survivors, and their families across the United States. The organization delivers free financial education, one-on-one phone-based coaching, group counseling sessions, and self-help health/wellness assessments, with curriculum spanning credit education, debt management, budgeting, mortgage guidance, and savings strategies. A signature offering is pro bono financial planning provided by licensed and accredited professionals, funded by the Foundation for Financial Planning (FFP).

The operating backbone is the Coordinated Assistance Network (CAN) Portal, used for client enrollment, assessments, and case-file management, hosted on Secure-24's private cloud to satisfy Federal privacy-law compliance and 24/7/365 monitoring. The organization extends its reach through a dense ecosystem of strategic partners — USA Cares, Blue Star Families, PenFed Foundation, American Legion, Habitat for Humanity (Veterans Build program), the DoD Yellow Ribbon Program, and the California Department of Veteran Affairs — which supply referrals, co-delivered services, and supplemental funding. Related sub-brands such as YellowRibbonVehicles.org (vehicle donations) and ISupportVeterans.org (direct-to-veteran crowdfunding) diversify revenue beyond individual donations.

VeteransPlus is funded through tax-deductible donations from individuals, corporations, and foundations, including corporate supporters such as Prudential, MetLife Foundation, Capital One, Citi (CitiSalutes), Ryder, and Alliant Credit Union Foundation. Services are offered free of charge to eligible beneficiaries, with no transactional revenue from end users. Distribution is community-led: outreach events, partner referrals, social media, and self-serve enrollment via the CAN portal. The organization holds the 2011 Champion of Financial Literacy Award (CFO Atwater / Financial Literacy Council) and a 2013 Top Non-Profit recognition, and displays HIPAA-compliance verification and a Candid Platinum Seal.

Name

VETERANSPLUS INC

Legal name

VeteransPlus Inc

Website

https://veteransplus.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

VeteransPlus is a 501(c)(3) nonprofit founded in 2008 that delivers free financial literacy education, one-on-one coaching, and pro bono wealth-management advice to active military servicemembers, veterans, caregivers, survivors, and their families, funded by donations and the Foundation for Financial Planning.

Ownership category

akta.pro rank

Product category

Veteran Financial Counseling Services

NAICS

Educational Support Services (611710), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Veterans Affairs & Military Family Services (BPAIAHAL)

akta.pro secondary industries

Family Caregiver Coaching, Education & Support (HSABAIAI), Caregiver Support, Coaching & Training (HLADALAG)

Keywords

• Financial literacy education
• Financial coaching services
• Credit counseling services
• Debt management counseling
• Veteran financial services

Headquarters

HQ city

Clearwater

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: VeteransPlus is a non-profit organization that relies on tax-deductible donations from individuals, corporations, and foundations to fund its operations and programs
2. Pro Bono Services via Foundation Funding: Pro bono financial coaching funded by the Foundation for Financial Planning (FFP), provided at no cost to active Military Servicemembers, Veterans, Caregivers, Survivors and their family members

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

VeteransPlus delivers free financial literacy programs and one-on-one financial coaching to active military servicemembers, veterans, caregivers, survivors and their families. The organization is staffed by Veteran educators and counselors, and programs are designed by Veterans for Veterans, covering credit, debt management, budgeting, and mortgage guidance. The organization also facilitates pro bono wealth management advice from licensed professionals funded through the Foundation for Financial Planning.

Product overview

VeteransPlus is a financial literacy organization offering a suite of services to veterans and military personnel. The organization operates primarily as a service provider rather than a technology product company. Its core offerings include financial literacy programs, one-on-one financial coaching delivered by Veteran counselors, pro bono wealth management advice through licensed professionals, and self-assessments administered via the Coordinated Assistance Network (CAN). The company also maintains related web platforms including YellowRibbonNetwork.org, YellowRibbonVehicles.org (vehicle donation), and ISupportVeterans.org (crowdfunding for veterans in need).

Differentiator

Problem solved

Functional benefit

Brands

• CAN Portal: Coordinated Assistance Network portal for managing financial coaching and counseling services.
• YellowRibbonVehicles.org
• ISupportVeterans.org

Products and services

• Financial Literacy Programs Financial education programs designed by Veterans for Veterans covering credit, debt management, budgeting, and mortgage guidance, intended for active military servicemembers, veterans, caregivers, survivors, and their families.
• Financial Coaching and Counseling One-on-one financial coaching and counseling delivered by Veteran educators and counselors tailored to each client's individual financial situation, provided at no cost to active military servicemembers, veterans, caregivers, survivors, and their families.
• Pro Bono Wealth Management Advice Pro bono wealth management advice provided by licensed financial professionals, funded by the Foundation for Financial Planning, offered to VeteransPlus clients at no cost.
• Financial Self Assessments Self-administered financial assessments used to evaluate a client's financial situation and inform the personalization of coaching and education services, delivered through the Coordinated Assistance Network (CAN) portal.

Quantifiable outcome

• Individual credit score improvements - Elvis P. raised his credit score over 70 points in less than a year
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core, minor and regional.

• Coordinated Assistance Network (CAN)coreTechnology or IntegrationCAN is the technology platform used for file management related to financial coaching/counseling efforts. VeteransPlus is a partner on the Coordinated Assistance Network.
• Habitat for HumanitycoreStrategic or Co-development PartnerVeterans Build program providing homeownership, volunteer engagement, and employment opportunities to veterans and military families. Includes Repair Corps for critical home repairs funded by The Home Depot Foundation.
• VA Loan CaptainminorStrategic or Co-development Partner100% veteran-owned SDVOSB that educates veterans on VA Home Loan entitlements and helps service members secure competitive interest rates with affiliate lenders.
• American LegioncoreStrategic or Co-development PartnerProvides financial education and coaching to current and future members of the Legion family through partnership with VeteransPlus.
• DoD Yellow Ribbon ProgramcoreStrategic or Co-development PartnerDoD-wide effort promoting well-being of National Guard and Reserve members, connecting them with resources throughout the deployment cycle including financial benefits.
• Blue Star FamiliescoreStrategic or Co-development PartnerSupports, empowers and connects military families through innovative programs. VeteransPlus provides financial assessments and coaching to enhance their mission.
• Our Heroes' JourneyminorStrategic or Co-development PartnerAdopt a Hero program focusing on military families needing help with groceries, gas cards, diapers and daily necessities. Has adopted nearly 500 Marines and 1200 children from Camp Pendleton.
• Soldiers' AngelsminorStrategic or Co-development PartnerNation's largest all-volunteer military support organization providing aid and comfort to deployed soldiers and their families.
• California Dept of Veteran AffairsregionalStrategic or Co-development PartnerCalifornia state agency offering housing, long term care, and advocacy services for California Veterans and their families.
• Secure-24coreOthersWorld-class security tools and processes at every level. VeteransPlus website is hosted within a private cloud environment that is technically secure, compliant with Federal privacy laws, and monitored 24/7/365.
• USA CarescoreStrategic or Co-development PartnerVeteransPlus has been a critical partner providing budgetary coaching that military families need.
• PenFed FoundationcoreStrategic or Co-development PartnerPartnership helps ensure resources go to people who need it most.
• Freedom is Not FreeminorStrategic or Co-development PartnerFinancial coaching provided by VeteransPlus enhances the processes provided by partner organizations.
• Final SaluteminorStrategic or Co-development PartnerAchieving financial independence is a significant part of regaining independent productive lives and VeteransPlus helps do that.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blue Star Families: Non-profit supporting military families through research, programs, and connections. Direct peer; shares referral relationships with VeteransPlus and serves the same caregiver and family member segment with overlapping services.
• USA Cares: Non-profit providing emergency financial assistance and resilience programming to military families. Direct peer as both a non-profit partner and a comparable service provider addressing financial stability for the same veteran/military family segment.
• PenFed Foundation: Non-profit arm of PenFed Credit Union focused on military financial readiness and emergency assistance. Direct peer in delivering financial education and emergency support to veterans and military families.
• Operation HOPE: Non-profit providing financial literacy coaching, credit counseling, and homeownership education to underserved communities including veterans. Closest direct comparable on the financial-coaching product dimension.
• National Military Family Association: Non-profit advocating for and supporting military families across all service branches. Comparable as a peer non-profit serving caregivers and survivors, with overlapping financial wellness programming.
• Final Salute Inc. Non-profit focused on women veterans and their families, providing housing and transitional support. Direct peer with overlapping financial-independence programming served by VeteransPlus.

Broad incumbents

• American Legion: Largest U.S. wartime veterans service organization with broad benefits, advocacy, and financial education programming. Broad incumbent; VeteransPlus is a delivery partner for its financial education offerings.
• Military OneSource: Department of Defense-funded program providing counseling, financial readiness, and personal support to service members and families. Broad incumbent; competes with VeteransPlus for the same financial-coaching demand from active-duty personnel.

Emerging players

• Habitat for Humanity Veterans Build: Non-profit housing program specifically for veterans, providing homeownership, repair, and volunteer pathways. Strategic partner and partial peer in the homeownership and financial-counseling segments served by VeteransPlus.
• GreenPath Financial Wellness: Non-profit credit counseling and financial wellness provider offering debt management, housing counseling, and financial education. Comparable on the credit-counseling and debt-management product lines that VeteransPlus also delivers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/veteransplus
• Facebookfacebook.com/VeteransPlus/?rc=p
• LinkedInlinkedin.com/company/veteransplus
• Instagraminstagram.com/Veteransplus

Revenue estimate

Valuation estimate

Number of profiles

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 VETERANSPLUS INC