Veterans Can...

What Veterans Can... does

Veterans Can... is a UK-registered Community Interest Company (CIC) that operates a global membership community for veterans, organised around three stated pillars: Connection, Community, and Celebration. The core product is the Veterans Can... Community Platform — a social media environment available via web and native iOS and Android applications, built on third-party Honeycommb infrastructure and integrated with Stripe for payments and Facebook for social sign-on. Members pay £60 per year and receive a welcome pack comprising a Have A Say challenge coin, a lapel badge, and a Pay It Forward token, alongside access to community discussions, partner discounts, and voting rights on how community funds are allocated.

The defining engagement mechanic is the Pay It Forward coin programme: each member receives a uniquely numbered physical coin with a QR code, which is registered and tracked as it is passed between veterans performing good deeds, producing a visible chain of community acts. The organisation complements the digital platform with a physical event layer, most notably the inaugural Veterans Can... Festival held at Pippingford Park in Sussex on 25 July 2026, which hosted the Veteran Games UK competition and a Forces Brands Village showcasing veteran-owned businesses.

The business model combines subscription membership, low-value merchandise sales (commemorative coins at £2.50, t-shirts at £10, pin badges), and donations — including a "gift a membership" pathway. The CIC structure mandates that 70% of funds are directed to member-selected, veteran-focused initiatives under the Veterans Can... Deliver project (which funded £25,000 in grants in its first 12 months), with the remaining 30% used to operate the app, tracking platform, and community. No external institutional funding is disclosed; the organisation is veteran-owned and veteran-driven, led by a board of multi-branch UK military veterans and supported by an international liaison officer network across New Zealand, Canada, the United States, and Australia, plus Global Patrons including Baron Lancaster and a retired US Army Major General.

Name

Veterans Can...

Legal name

Veterans Can CIC

Website

https://veterans-can.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Veterans Can... is a UK-registered Community Interest Company that runs a global membership community for veterans, delivered through a mobile and web platform, the Pay It Forward coin programme, and the annual Veterans Can... Festival featuring the Veteran Games UK.

Ownership category

akta.pro rank

Product category

Veteran Community Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Civic and Social Organizations (813410)

SIC

Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997), Services-Social Services (8300)

akta.pro primary industry

Veterans & Military-to-Civilian Transition Programs (EDAAAOAH)

akta.pro secondary industry

Veterans Affairs & Military Family Services (BPAIAHAL)

Keywords

• Veteran community network
• Membership subscription service
• Military community platform
• Community interest company
• Veteran support services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Annual membership donations of £60 per year, providing access to the community platform, welcome pack (challenge coin, lapel badge, Pay It Forward token), exclusive member benefits, and voting rights on community initiatives.
2. Merchandise Sales: Sale of branded merchandise including Veteran Games T-shirts (£10), commemorative challenge coins (£2.50), pin badges, and apparel through the online shop. Partner vendors (Black Mountain clothing, Powder Monkey beer) donate a percentage of sales back to the CIC.
3. Donations: One-off or recurring donations from supporters, with £60 donations designated to gift memberships to veterans who cannot afford membership themselves, providing a 'hand up not a hand out' program.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Veterans Can... is a UK-registered Community Interest Company (CIC) that operates a global membership community for veterans at £60 per year. Members receive access to a community platform (web and mobile apps), a welcome pack containing a challenge coin, lapel badge, and Pay It Forward token, voting rights on community fund allocation through the Have A Say mechanism, exclusive partner discounts, and access to events including the annual Veterans Can... Festival featuring Veteran Games UK. 70% of funds are directed to member-selected veteran-focused initiatives (Veterans Can... Deliver) and 30% to operations.

Product overview

Veterans Can... is a veteran-owned, Community Interest Company (CIC) operating a social community platform for veterans. The core offering is the Veterans Can... Community Platform — a social media platform accessible via web and mobile apps (iOS and Android) — combined with the Pay It Forward Program featuring challenge coins with QR code tracking. The organization sells branded merchandise including commemorative challenge coins (£2.50), t-shirts (£10), pin badges, and partner products from veteran-owned businesses (Black Mountain clothing, Powder Monkey beers, We Burns It). Membership costs £60 per year and includes access to the platform, Have A Say voting rights, welcome packs with coins and badges, preferred rates on partner products, and eligibility for the Veterans Can... Deliver grant program. The organization hosts events including the annual Veterans Can... Festival featuring the Veteran Games UK competition. All proceeds are reinvested: 70% to member-selected veteran-focused initiatives and 30% to platform operations.

Differentiator

Problem solved

Functional benefit

Brands

• Veterans Can… Brand: Partner brand featuring Veteran-owned businesses with VC... logos on products
• Veterans Can… Beer
• Veterans Can… STASH
• Veterans Can… Square
• Veterans Can… Deliver
• Veterans Can… Assist
• Veterans Can… Festival
• Veteran Games UK

Products and services

• Veterans Can... Annual Membership Annual subscription at £60 per year granting veterans access to the Veterans Can... community platform (web and mobile), Have A Say voting rights on fund allocation, welcome pack with challenge coin/lapel badge/Pay It Forward token, exclusive discounts from veteran-owned partner businesses, and eligibility for Veterans Can... Deliver grants.
• Veterans Can... Community Platform Social media and community platform for veterans accessible via web (community.veterans-can.com) and mobile apps on iOS App Store and Android Google Play Store. Members can participate in discussions, vote on initiatives, access member benefits, and engage with the Pay It Forward program.
• Pay It Forward Program Global initiative encouraging human connection among veterans through serialized physical challenge coins with QR codes. Members register coins online and pass them forward to other veterans performing good deeds, creating a visible chain of positive actions.
• VC… VG, V4V Commemorative Challenge Coin Limited-edition commemorative challenge coin priced at £2.50 celebrating the first Veterans Can... Festival and inaugural Veteran Games UK in 2026. Represents the three pillars of Connection, Community, and Celebration. Supported by Headline Sponsor Veterans for Veterans.
• Veteran Games T-shirt Branded t-shirt symbolizing determination, teamwork and service beyond the uniform. Available in Medium and Large sizes, priced at £10.00 (reduced from £15.00).
• Veterans Can... Brand Merchandise Branded merchandise including the Veterans Can... Square pin badge and co-branded partner products from veteran-owned businesses (Black Mountain clothing, Powder Monkey Group beers, We Burns It products). A percentage of partner sales is donated back to Veterans Can CIC.
• Veterans Can... Festival and Veteran Games UK Annual in-person event at Pippingford Park, Sussex, featuring the Veteran Games UK competition (military-themed physical and mental challenges), the Forces Brands Village showcasing veteran-owned businesses, and community gatherings for veterans, serving personnel, and military families.

Quantifiable outcome

• Community grew across 25 countries in first 12 months
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Black MountaincoreStrategic or Co-development PartnerBlack Mountain is the partner for Veterans Can... branded clothing range. Their partnership involves creating subtle, stylish apparel that supports the mission, with a percentage of sales donated to Veterans Can... The collaboration allows veterans to wear merchandise that represents their identity while contributing to the community.
• Powder Monkey GroupcoreStrategic or Co-development PartnerThe Powder Monkey Group (Powder Monkey Brewery) produces Veterans Can... branded beers crafted at their Old Powder Store in Hampshire. As a veteran-owned brewery, they align with the mission and donate a percentage of sales back to the CIC.
• We Burns ItminorGTM or Marketing PartnerWe Burns It is a veteran-owned brand that has added Veterans Can... logos to their product range, expanding visibility for the brand through their customer base.
• Veterans With DogsminorOthersListed as a supported organization on the Veterans Can... Support page, providing assistance to veterans through service dogs.
• Veterans AwardsminorOthersListed as a supported organization, Veterans Awards recognizes and celebrates veteran achievements.
• Save a Warrior (SAWUK)minorOthersMental health support organization for veterans listed on the support page.
• Forces BrandsminorChannel Partner/ Reseller/ DistributorVeteran-owned business brand highlighted at the Festival's Forces Brands Village, showcasing products from veteran entrepreneurs.
• Element FilmsminorStrategic or Co-development PartnerVeteran-owned film company that produced the official Veteran Games UK promotion film for the 2026 Festival.
• Black Alpha Irish WhiskeyminorGTM or Marketing PartnerVeteran-owned whiskey brand supported on the Veterans Can... platform.
• Challenge Coins UKminorStrategic or Co-development PartnerUK-based challenge coin manufacturer, potentially involved in producing Veterans Can... commemorative coins.
• Pat Smith ComedyminorGTM or Marketing PartnerVeteran comedian supported through the platform, performing at Festival events.
• KH Plant TrainingminorGTM or Marketing PartnerVeteran-owned training provider listed as supported organization.
• Kev WillsminorGTM or Marketing PartnerVeteran artist supported through the platform, with artwork featured.
• Elegant InfusionsminorGTM or Marketing PartnerVeteran-supported business listed on the support page.
• Trident Military CigarsminorGTM or Marketing PartnerMilitary-themed cigar brand supported through the platform.
• Veritas VAminorGTM or Marketing PartnerVeteran affairs organization listed for support.
• Bromley FC Community TrustminorOthersFootball club community trust partnership supporting veteran engagement through sports.
• Ad Astra CiderminorGTM or Marketing PartnerVeteran-supported cider brand listed on the support page.
• Combat 2 CoffeeminorGTM or Marketing PartnerVeteran-owned coffee business supported through the platform.
• HoneycommbcoreTechnology or IntegrationHoneycommb provides the underlying social media platform infrastructure for the Veterans Can... community app, including iOS and Android mobile applications and web platform hosting. Terms of Service and Privacy Policy are governed by Honeycommb LLC, located at 43 Broad Street, Suite B201, Hudson, MA 01749, USA.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Help for Heroes: Major UK veteran charity providing recovery and welfare support. Direct peer in the UK veteran-services space, though operates a more traditional welfare-recovery model rather than community-platform model.
• Team Rubicon: Global veteran volunteer organisation operating across multiple countries with community-driven mission. Closest comparable peer in mission (veterans serving globally through community action) and demographic.
• Team Red, White & Blue (Team RWB): US veteran community organisation focused on connection through events and physical activity. Highly comparable community-and-events model targeting veteran positivity rather than deficit-based support.

Regional players

• Soldier On: Australian veteran support organisation providing services and community programmes. Comparable peer for the Australia market where Veterans Can... has an International Liaison Officer.
• Blesma – The Limbless Veterans: UK military charity for limbless veterans offering community, events, and welfare support. Comparable UK veteran-membership and events model, though narrower beneficiary cohort.

Broad incumbents

• Wounded Warrior Project: Large US veteran support organisation offering programs, events, and community connection. Comparable scope and target demographic but operates at much greater scale and traditional non-profit scale.
• The Royal British Legion: UK's largest veterans charity with membership structure, community events, and grant programmes. Comparable membership/community/governance surface, but vastly larger and more established with traditional charity model.

Others

• Forces in Mind Trust: UK charity funding research and programmes for veteran transition. Adjacent ecosystem participant funding veteran-focused initiatives — relevant as a potential grant-making peer within the same UK veteran-support ecosystem.

Emerging players

• Student Veterans of America: US membership-based veteran community organisation with local chapters and democratic governance. Comparable membership/community model, but focused on the student-veteran subsegment.
• Vet Tix: US non-profit providing event tickets to veterans. Comparable in using events as a primary member engagement lever and digital membership platform, though narrower (events-only) than Veterans Can...'s full community offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Veterans_Can
• Facebookfacebook.com/people/Veterans-Can/61573887606294
• LinkedInlinkedin.com/company/veterans-can
• Instagraminstagram.com/veterans_can

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Veterans Can...