Veterans Shouldn't Have to Ask
A veteran walks into a Home Depot.
He grabs what he needs, waits in line, and gets to the register. He pulls out his veteran ID and asks for his military discount. The clerk shakes her head: "We don't accept that form of ID." He walks out without buying anything. Not because of the money. Because it was humiliating.
That veteran was Bob Louthan, a U.S. Army Reserve veteran and the founder of VeteranCrowd. That moment at a checkout counter in Richmond, Virginia is the reason this company exists.
We Got This Wrong
Somewhere along the way, society decided that the right way to honor military service was to offer a discount, but only if the veteran asks for it, proves it, and hopes the system cooperates. For many veterans, it means eventually just not asking anymore.
A Proud Community Doesn't Beg
The intent behind military discounts was always good. Merchants genuinely want to give back. But the mechanism, the asking, the proving, the inconsistency, turned recognition into a transaction.
What Recognition Should Actually Look Like
Recognition should be automatic. It should be invisible. It should never require a veteran to announce their status, prove their identity, or negotiate a lower price at a counter. A veteran signs up once, confirms their military status once through the VA, links an existing Visa card, and earns cash back automatically at participating merchants. No codes. No apps to scan. No ID to show.
Link Your Visa
Securely connect your existing Visa card. Takes about 2 minutes. No new card, no new account.
Shop Normally
Pay however you always do. No extra steps, no discount screen.
Get Your Cash Back
We detect the purchase and post your cash back automatically, available after a 30–45 day settlement window.
The Difference Between a Discount and a Right
Cash back is different. The veteran pays full price. The merchant earns full revenue. Afterward, the veteran receives cash back funded by the merchant as a marketing investment, not a margin sacrifice.
What We Believe
We believe veterans earned their recognition the day they raised their right hand. Your service already earned it. You shouldn't have to ask.
Mission: Make recognition of military service automatic, private, and paid at full price.
Vision: A community where veterans, families, merchants and VSOs support each other every time someone swipes a card.
Veterans serving veterans.
Bob Louthan, Co-Founder & CEO
Army Reserve veteran. 30 years in venture capital, investment banking and M&A.
Sam Michie, COO
Founder of Social Bluebook. Marketing and go-to-market operator.
Paul Wright, CFO
CFA charterholder. 22 years in finance at Capital One.
Jason Williscroft, Lead Architect
Naval Academy graduate and Navy/Marine Corps veteran. 24 years building software.
Justin Ragsdale, CRO
VMI graduate. Led revenue growth at fintech and marketing tech companies.