Cover Story: It’s Time for a New Uniform With WeSalute

A uniform speaks volumes. Not just about what you do. But who you are. 

It embodies a commitment, a purpose, and a sense of duty. And as we embark on the next chapter in our company’s story, we are excited to reveal our new brand: WeSalute. 

More than a change of name from Veterans Advantage, WeSalute is a symbolic new uniform that signifies our unshakeable commitment to the servicemen and women of this country and their families.

From the outset, our mission has been clear: to salute those who serve every day by creating greater respect, recognition, and rewards for veterans and their family members. Over the past quarter-century, we've dedicated ourselves to providing exclusive benefits, essential resources, and unwavering advocacy for veterans, active-duty military, and their families. 

The story of our co-founder, Scott Higgins, is a testament to the unwavering dedication and compassion that led him to create Veterans Advantage. As a U.S. Army Lieutenant during the Vietnam War, he served his country with honor. However, Scott's journey continued beyond the battlefield. In June 1981, he supplied personal funds to help keep the doors of the Vietnam Veterans of America (VVA) open: a pivotal moment that exemplifies his commitment to supporting veterans.

From 1982-1985, Scott spearheaded the 100-member New York Vietnam Veterans Memorial Commission that funded, designed, and built a memorial to recognize Vietnam War veterans at 55 Water Street that was completed in May 1985. Illuminated with a fireworks display over the East River to celebrate its opening, this glass memorial engraved with soldiers’ letters from Vietnam became a moving testimonial and lasting remembrance of those who served and sacrificed. It was this that inspired Scott and his spouse Lin, the daughter of a World War II Marine, to keep making a difference in the lives of the veteran community.

Scott and Lin drew on their corporate expertise and personal resources to found Veterans Advantage in 1999. In February 2001, VeteransAdvantage.com was launched, marking the formal beginning of our commitment to those who dedicate their lives to serving our country. The first Veterans Advantage member enrolled at 2:30 in the morning from a remote post aboard a nuclear submarine.

The Journey Continues With You
Today, as we reflect on our 25-year journey since, we're humbled by the dedication of our military and veterans and the incredible support of our community. The trust you've placed in us has fueled our commitment to making a real difference in the lives of service members and their families. 

Many of you have worn a uniform yourself. More than threads woven together, it symbolizes a deep commitment to the fabric of this nation. And although the uniform may change, our dedication to our mission will only strengthen.

Soon you will see us in our new attire, dressed for service to you. Ready to deliver not just customer experiences but outstanding ones—crafted with precision, care, and excellence. 

It also represents a fresh chapter in our journey, one where we continue to evolve and adapt to better serve our community. As we step into the future, clad in our new colors, we carry with us the legacy of 25 years of service, gratitude, and unwavering support for our military community.

To all our amazing members, partners, supporters, and especially our veterans and service members — we salute you. Your resilience and courage inspire us to step forward into the future with renewed commitment and even deeper appreciation.

We'll be emailing members updates as we get closer to the big day. You can also learn more here.