New interview with co-founder highlights daily recognition, secure benefits, and authentic community partnerships

SAN ANTONIO, TX / ACCESS Newswire / November 6, 2025 / As consumer trust becomes an increasingly critical priority, WeSalute, the leading service recognition platform, encourages companies to show a deeper level of commitment to the military community. Brands should go beyond offering a simple discount and instead invest in long-term, mutually beneficial partnerships, publishing their offers on a secure, trusted, and effortless platform exclusively for military consumers.

According to WeSalute Co-founder Scott Higgins, a U.S. Army veteran and Board Chair of WeSalute, true recognition comes from a year-round commitment that builds trusted relationships, while protecting both the brand and the customer. "Just offering a military discount for your brand isn't always the most respectful way to say thank you," Higgins said. "The security of the offer matters for this group of consumers, who are often targets of fraudsters and identity theft. Service is given to protect us and keep our lives safe, so we need to recognize service in the same way - with everyday benefits that are secure and can be trusted. This is what we call A Real Thank You.^®"

Award-Winning Recognition

WeSalute's commitment to secure, trusted recognition has earned national attention. In a recent NerdWallet review, "5 Military Travel Discounts You Won't Want to Miss," WeSalute was ranked #1 in four categories - a testament to the recognition platform's reliability, ease of use, and genuine value for the military community.

Exclusive Airline Discounts for Veterans Day and Holiday Travel

As Veterans Day approaches and the holiday travel season commences- including Thanksgiving, Christmas, and New Year's - WeSalute is highlighting exclusive airline discounts designed specifically for U.S. military and veteran members and their families. These offers follow the same trusted model the company has used successfully for other busy travel periods such as 4th of July, providing both security and real savings. "We make it effortless for service members to access exclusive travel benefits without worrying about fraud or misuse," Higgins noted.

The Need for a Secure Recognition Platform

Military service members and veterans remain at elevated risk. According to the latest FTC data, service members are 76% more likely to report identity theft than civilians, and veterans are frequent targets of consumer scams.

Recognizing this need, WeSalute pioneered a secure online military verification system - the nation's first - allowing brands to safely offer military discounts and benefits. "Developing this system with little precedent was a real challenge," Higgins reflected. "But it enabled us to combine secure military verification with our first subscription service. Today, our free identity and military verification services are embedded in all member transactions and remain one of our strongest assets for delivering trusted experiences for both consumers and brands."

Trusted Partnerships Deliver a Real Thank You

True respect comes from sincere, trusted access to meaningful benefits. WeSalute's early partnership with United Airlines in 2004 created the nation's first airline military discount for veterans - a model for long-term, trust-based collaboration. "It's not about chasing every brand," Higgins said. "It's about finding partners who sincerely want to deliver a real thank you with authentic, exclusive benefits. One authentic partnership can make a meaningful difference in the lives of those who serve."

For over 25 years, WeSalute has led the way in creating military discount programs that deliver real value year-round, not just on holidays. With proven success in building long-term, trusted partnerships, WeSalute is calling on companies that truly want to recognize the value of service to join them. "We know what works because we've done it for decades," Higgins said. "Partnering with WeSalute produces meaningful impact while generating a strong ‘halo effect' for your brand."

Call to Action: Everyday Recognition for Greater Consumer Engagement

WeSalute urges brands to recognize service consistently by publishing secure benefits in the WeSalute Marketplace at WeSalute.com. These programs provide everyday recognition, secure redemption, and lasting engagement with military consumers. "The most effective way to honor those who serve is through consistent, meaningful recognition," Higgins says. "When a brand commits to this every day, it creates an extraordinary impact nationwide."

Key Facts

• More than 20 million Americans belong to the broader military community, with four- to five-times more when including immediate family members.

• Service members are three times more likely to be targeted by identity theft.

• WeSalute has partnered with hundreds of major brands over the past 25 years to deliver trusted benefits.

• WeSalute offers Life Resources that enhance the lifestyles of those who served, as an important way of thanking you.

To read the full interview, visit the website here.

About WeSalute

Founded in 1999 with the nation's first veterans discount, WeSalute is a veteran-owned and operated Public Benefit Corporation that is the first service recognition platform. For the past 25 years, its mission has been to deliver greater respect, recognition, and rewards to military members, veterans, and their families. Today, the platform is expanding to include nurses, first responders, medical professionals, government employees, teachers, and students - representing the next generation of service workers.

WeSalute creates exclusive partnerships with major brands to deliver A Real Thank You^® through secure military ID verification, and creating everyday benefits on airline and travel discounts, low-cost insurance, drug discounts, career support, and benefit counseling. These programs enhance the lives of those who serve, protecting them while helping them thrive.

Contact:

Roy Asfar
SVP of Marketing, WeSalute
press@wesalute.com

SOURCE: WeSalute