The American Legion
- Company typePrivate
- Founded1919
- HeadquartersIndianapolis, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What The American Legion does
The American Legion is a congressionally chartered, nonprofit veterans service organization founded in 1919 by an Act of Congress after World War I and headquartered in Indianapolis, Indiana. It operates as the nation's largest veterans service organization, serving veterans, active-duty service members, and military families through a network of local posts nationwide, plus a Washington, D.C. office for legislative advocacy. Core activities include free accredited benefits assistance (with service officers securing a minimum of $23 billion in federal benefits for veterans in FY 2025), the Be the One suicide prevention mission using Columbia University training, and youth development programs including American Legion Baseball (since 1925), Boys State/Nation, Junior Shooting Sports, and the National Oratorical Contest.
The digital platform consists of legion.org (main website), MyLegion.org (member portal), emblem.legion.org (e-commerce for branded merchandise), baseball.legion.org (youth baseball registration), and register.legion.org (event registration), all unified through single sign-on via external identity providers (Microsoft, Google, LinkedIn, Facebook, Twitter). The technology stack is operationally conventional, augmented by AI tools used internally for staff productivity (information organization, data consolidation, software development assistance, and phone/inquiry routing) with all outputs reviewed by humans. The organization publishes The American Legion Magazine, reaching 1.6 million members monthly, and operates the Tango Alpha Lima podcast and the Grassroots Action Center (136,812 congressional messages sent in FY 2024-25).
Revenue is generated through four streams: recurring annual membership dues (subscription-style), donations and charitable giving (including the USA250 Challenge for the Veterans & Children Foundation), merchandise sales through Emblem Sales, and member benefit affiliate referrals (notably the Aura digital protection partnership). The organization does not disclose pricing publicly, operates no public equity, has no parent company or subsidiaries, and is governed by members through its Constitution and Bylaws under congressional charter.
The American Legion firmographics
Firmographics- Name
- The American Legion
- Legal name
- The American Legion
- Website
- https://legion.org
- Company type
- Private
- Founded year
- 1919
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
The American Legion industry classification
Industry- Product category
- Veterans Services
- NAICS
- Civic and Social Organizations (813410), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Veterans Affairs & Military Family Services (BPAIAHAL)
- akta.pro secondary industry
- Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)
Keywords
Where The American Legion is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The American Legion business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations
Revenue model
- Membership Dues: Annual membership dues from veterans and service members who join The American Legion through local posts. Members pay subscription-style annual dues to maintain membership and access member benefits including discounts.
- Donations and Charitable Giving: Donations from members and the public, including the USA250 Challenge fundraiser for the Veterans & Children Foundation, planned giving programs (gift legacy), and direct donation campaigns.
- Emblem and Merchandise Sales: Sale of American Legion branded merchandise, emblems, flags, and patriotic items through Emblem Sales (emblem.legion.org) and the online store.
- Member Discount Program: Partnership with providers like Aura (digital protection) offering exclusive discounts to members, generating referral or affiliate revenue for the organization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Aura Family Plan – exclusive Legion member discount |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
The American Legion product offering
Product offeringCore offering
The American Legion is a congressionally chartered nonprofit veterans service organization that provides free accredited benefits assistance, suicide prevention training (Be the One), youth development programs (American Legion Baseball, Boys State/Nation, Junior Shooting Sports, Oratorical Contest), scholarships, grassroots legislative advocacy, member discounts, and branded merchandise sales to veterans, service members, military families, and youth across the United States.
Product overview
The American Legion operates as a comprehensive veterans service organization offering multiple interconnected programs and platforms. The core digital presence includes legion.org as the main portal for advocacy, membership, and veteran services, supported by specialized sub-sites including baseball.legion.org for youth baseball programs, emblem.legion.org for merchandise sales, and mylegion.org for member account management. Key programs include the Be the One suicide prevention mission (using Columbia University training protocol), veterans service officer assistance for benefits claims, youth development programs (American Legion Baseball since 1925, Boys State/Nation, Junior Shooting Sports, Oratorical Contest), the Tango Alpha Lima podcast, member discount partnerships (including Aura digital protection), and the Grassroots Action Center for legislative advocacy. The organization also publishes The American Legion Magazine (1.6M circulation), administers Legacy Scholarships for military families, and runs annual events including the Legacy Run and Americanism Conference. Integration points include social login providers for member authentication and Google Analytics for web traffic analysis.
Differentiator
Problem solved
Functional benefit
Brands
- Be the One: Suicide prevention mission focused on destigmatizing mental health support, providing peer-to-peer support and resources.
- Tango Alpha Lima
- American Legion Baseball
- Boys State and Boys Nation
- Junior Shooting Sports
Products and services
- Veterans Service Officers Free expert assistance from accredited American Legion service officers and appeals reps helping veterans secure federal benefits, file claims, and navigate the VA system. Secured a minimum of $23 billion in federal benefits for veterans in fiscal year 2025.
- American Legion Baseball Youth baseball program since 1925 teaching values such as sportsmanship and leadership. Includes an online registration platform (baseball.legion.org) with team management, background checks, and tournament brackets.
- Boys State and Boys Nation Week-long intensive youth programs empowering America's future leaders through hands-on government and civic education. Boys Nation national finals scheduled May 15-17, 2026 at Hillsdale College.
- Junior Shooting Sports Gun safety education, marksmanship training, and competition program for youth participants.
- American Legion Oratorical Contest Scholarship competition for high school students demonstrating excellence in speech and citizenship. Over $6.8 million in scholarships awarded to competitors through 2025.
- Emblem Sales Online store (emblem.legion.org) selling American Legion branded merchandise, emblems, patriotic flags, and memorabilia. All flags are made in the USA.
- The American Legion Magazine Monthly general interest publication reaching 1.6 million members covering world events, national news analysis, veterans affairs, and health.
- American Legion Legacy Scholarships Scholarship program for children of military personnel who lost their lives or became 50% or more disabled while on active duty since 9/11. Record $1.7 million awarded to 559 recipients in 2025.
- Grassroots Action Center Digital advocacy platform (VoterVoice) enabling veterans and supporters to contact Congress on legislative priorities. 136,812 messages sent through the platform in FY 2024-25.
- Aura Digital Protection All-in-one digital protection platform offered exclusively to Legion members and families at discounts up to 75% on family plans and over 60% on individual/couple plans. Covers identity theft, credit monitoring, and online privacy tools with up to $1 million in identity theft insurance, 24/7 U.S.-based support, White Glove fraud recovery services, and a 60-day money-back guarantee.
- Tango Alpha Lima Podcast Podcast featuring special guests with military ties discussing PTSD, mental wellness, job placement, and other issues affecting veterans and active-duty personnel.
Quantifiable outcome
- $23 billion minimum in federal benefits secured for veterans in fiscal year 2025
- +5 more outcomes
Companies that use The American Legion
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
The American Legion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
The American Legion partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- New York Giants / Jaxson DartminorNew York Giants quarterback Jaxson Dart partnered with USAA and The American Legion to surprise Navy veteran Gary Schacher with Super Bowl LX tickets to recognize his military service and community contributions.
- AuraminorAura has partnered with The American Legion to offer Legion members and their families exclusive discounts of up to 75% on family plans and over 60% on individual and couple plans for its all-in-one digital protection platform covering identity theft, credit monitoring, and online privacy tools. The partnership provides each adult with up to $1 million in identity theft insurance, 24/7 U.S.-based support, and White Glove fraud recovery services. Legion members can purchase plans directly from Aura with a 60-day money-back guarantee.
- USAAcoreUSAA and The American Legion partnered to surprise Gary Schacher, a decorated 26-year Navy and Navy Reserves veteran, with tickets to Super Bowl LX in San Francisco. USAA is the Associate Sponsor of the Army-Navy Game presented by USAA, with The American Legion serving as an associate sponsor of the event.
- MicrosoftcoreMicrosoft is a key technology partner powering the 2025 Veterans Health Make-a-thon, an initiative by VA leadership, Microsoft, and The American Legion. The program aims to develop technical solutions ready for prototyping within VA systems, including AI-driven projects targeting timely care access, operational efficiency, and community care coordination.
- U.S. Department of Veterans Affairs (VA)coreThe American Legion collaborates with VA leadership on the annual Veterans Health Hackathon and Make-a-thon, addressing veteran healthcare challenges. The Legion also conducts System Worth Saving visits to VA facilities and hosts town halls to gather veteran feedback on VA services, billing issues, and mental health care access.
- James A. Haley Veterans' Hospital (Tampa)minorThe James A. Haley Veterans' Hospital organized and hosted the 2025 Veterans Health Hackathon in conjunction with The American Legion National Convention this August in Tampa.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
The American Legion competitors and assessment
Company assessmentBroad incumbents
- American Red Cross: The American Red Cross is a much larger, broader humanitarian nonprofit that includes dedicated military and veteran family services (e.g., Hero Care Network). Overlaps with The American Legion on military family support, emergency communications, and congressionally chartered nonprofit status, but operates at a vastly larger scale and broader mission.
Direct peers
- Military Order of the Purple Heart: Military Order of the Purple Heart is a congressionally chartered VSO for combat-wounded veterans, providing benefits claims assistance, advocacy, and member support. Directly comparable in charter, advocacy, and service-officer function with a more specialized constituency.
- AMVETS: AMVETS (American Veterans) is a congressionally chartered VSO with a parallel mission of advocacy, benefits assistance, and community programs for veterans — sharing the same membership-based nonprofit structure as The American Legion.
- Wounded Warrior Project: Wounded Warrior Project is a large, modern VSO focused on post-9/11 wounded veterans through direct programming, mental health services, and advocacy. Represents the newer, programmatically-specialized VSO model — contrasting with The American Legion's broader, post-agnostic membership approach.
- Disabled American Veterans (DAV): DAV is a major VSO focused on benefits claims assistance, advocacy, and direct services for disabled veterans. Its service-officer model and membership structure for veterans overlap almost entirely with The American Legion's core mission.
- Veterans of Foreign Wars (VFW): The VFW is one of the largest and oldest congressionally chartered veterans service organizations in the U.S., operating a comparable post-based membership model with benefits assistance, advocacy, and youth programs. It is the most direct and historically similar peer to The American Legion.
- Paralyzed Veterans of America (PVA): PVA is a congressionally chartered VSO serving veterans with spinal cord injuries and disorders through benefits assistance, advocacy, and research funding. Shares the VSO service-officer and advocacy DNA with The American Legion but serves a narrower constituency.
- Vietnam Veterans of America: Vietnam Veterans of America is a congressionally chartered membership VSO providing advocacy, benefits assistance, and community programs to veterans of a specific conflict cohort. Operates on a parallel model and competes with The American Legion for members and donor dollars.
- USO (United Service Organizations): The USO is a congressionally chartered nonprofit providing programs and services to active-duty service members and military families. Highly comparable in charter status, military-family focus, and donor-supported operating model even though the mission is more service-member-centric than veteran-centric.
Emerging players
- Team Rubicon: Team Rubicon is a veteran-led nonprofit organization deploying veterans on disaster response missions. Although more programmatic and emergency-response focused, it taps the same veteran volunteer base and competes for donor mind-share on veteran empowerment narratives.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
The American Legion social profiles
Digital presenceThe American Legion compliance and trust
Trust signalCompliance1 record
The American Legion financial estimates
Financial estimateRevenue estimate
Valuation estimate
The American Legion leadership team
Management profileNumber of profiles
Profiles4 records
The American Legion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The American Legion 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 The American Legion
What does The American Legion do?
The American Legion is a congressionally chartered nonprofit veterans service organization that provides free accredited benefits assistance, suicide prevention training (Be the One), youth development programs (American Legion Baseball, Boys State/Nation, Junior Shooting Sports, Oratorical Contest), scholarships, grassroots legislative advocacy, member discounts, and branded merchandise sales to veterans, service members, military families, and youth across the United States.
Is The American Legion a public or private company?
The American Legion is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The American Legion founded?
The American Legion was founded in 1919. It employs 101 to 250 people.
Where is The American Legion based?
The American Legion is headquartered in Indianapolis, United States, in the North America region.
How does The American Legion make money?
Four revenue lines are on record. Membership Dues are the primary driver. The others are donations and Charitable Giving, emblem and Merchandise Sales and member Discount Program.
Who are The American Legion's main competitors?
American Red Cross is listed as a broad incumbent. Direct peers are Military Order of the Purple Heart, AMVETS, Wounded Warrior Project, Disabled American Veterans (DAV), Veterans of Foreign Wars (VFW), Paralyzed Veterans of America (PVA), Vietnam Veterans of America and USO (United Service Organizations). Team Rubicon is listed as an emerging player.
Does The American Legion have an API?
No public API is recorded for The American Legion.
What industry is The American Legion in?
The American Legion's product category is Veterans Services. Its primary akta.pro industry code is BPAIAHAL, Veterans Affairs & Military Family Services, with a secondary code of BPAGADAJ, Arts, Sports & Recreation-Based Youth Development Nonprofits. Its NAICS code is 813410 and its SIC code is 8600.