Scott Higgins’Journey: From Vietnam War Veteran to WeSalute Co-Founder

When Scott Higgins came home from Vietnam, he saw something that unsettled him. Veterans like him had served their country but often returned to a society that didn’t recognize or respect their sacrifice. “Respect must be built, not assumed,” Higgins said. “That’s something I learned the hard way.”

This lesson shaped his early volunteer work to lead as co-chair, along with Donald Trump, the New York City Vietnam Veterans Memorial Commission appointed by Ed Koch, the New York City mayor. The Commission built a stunning memorial in lower Manhattan to honor New Yorkers who fought in Vietnam,  organized the largest ticket tape parade in the history of New York to ‘Welcome Home’ Vietnam Veterans 10 years after the end of the war, created a jobs initiative for unemployed vets, and published the best-selling book ‘Dear America: Letters Home from Vietnam” that HBO turned into an Academy award-nominated documentary. It also planted the seed for something larger: a way to bring recognition and respect to service members in their daily lives.

Founding a Recognition Movement with the First National Military Discount

In 1999, Scott and his spouse, Lin, both former Wall Street executives, co-founded Veterans Advantage, which would later become WeSalute. Their idea was simple yet ambitious — to create a secure membership platform that could deliver real, meaningful benefits everyday as a thank you for those who serve, including active duty, veterans, guardsmen, reservists, and their families.

They wanted more than words of thanks. They wanted to back respect for service with tangible rewards and community recognition. “The everyday stuff matters,” Higgins explained. “Receiving savings on the pharmacy run, the discounted plane flight, the online perk on tech purchases. Service to our country deserves a real thank you, year-round.”

On Presidents Day in 2001, WeSalute launched a new partnership with Amtrak, the nation's railroad, and its savings on train tickets pioneered the first nationwide military veteran discount in America.

Their first member signed up from a nuclear submarine in the Pacific at 2:30 AM. It was a symbolic moment that showed just how far their idea could reach. “That first enrollment told us we were onto something real,” Higgins recalled. “We were serving people wherever they are, around the globe, even under the sea.”

Building Security and Trust

One of the bigger challenges came from having an easy way for veterans to identify themselves as eligible for benefits. Early on, verifying identities online was non-existent, and veterans had no trusted way to securely show their military credentials in person, lacking any formal government identification.

Another issue was protecting military, veterans and their families from fraud. Given their active-duty lifestyle, servicemembers are almost three times more likely to be targeted for identity theft than civilians. Veterans are particularly vulnerable to scams that exploit their lack of recognition by society in general.

WeSalute took on these challenges by investing in new technology to build a secure ID system. That work has helped safeguard veterans while protecting the integrity of WeSalute military discounts for the past 25 years. “We hired the best tech talent,” Higgins explained, “and created the first methodology and only service for current and former service members to securely show their military credentials and get safely verified online as eligible for a military discount. Today, our verification services are free to both members and partners, yet remains one of our strongest assets.”

Expanding the Circle of Recognition

As the recognition program has grown to over 3 million in the WeSalute community, Higgins and his team have started asking an important question: Who else is not being given the recognition they deserve? The answer has led to expanding eligibility to other service groups beyond the military, including first responders, nurses, teachers, and medical professionals.

The mission remains the same — greater respect, recognition and rewards for service. “It’s still about our military and veterans, and recognizing what their service means to our country, and the tremendous sacrifices that are required, ” Higgins said. “But it's now also about expanding our circle of recognition to include other professions where individuals have chosen to be of service to others. They deserve a real thank you, too.”

Staying True to Partnerships: The Foundation of WeSalute's Success

A cornerstone of WeSalute’s enduring journey, and a profound lesson learned along the way, has been the invaluable significance of forging and nurturing deeply trusted partnerships. Lin Higgins, the other visionary behind WeSalute and current CEO, has consistently championed the belief that the cultivation of long-term trust fundamentally outweighs the fleeting allure of quick wins. This philosophy has guided the organization since its inception, creating a bedrock of reliability and mutual respect.

“It’s not about chasing every brand simply for the sake of expansion,” Higgins explained with conviction. “It’s about a meticulous and deliberate process of identifying partners who unequivocally share in our core mission and who possess a genuine and heartfelt desire to express gratitude to the military community.” This discerning approach ensures that every collaboration is authentic and meaningful, extending beyond mere commercial interest.

Higgins often highlights that "one single, truly trusted partnership has the potential to remain robust and incredibly strong for decades." This assertion is not merely theoretical; it is a principle proven by WeSalute's own history. A prime example of this steadfast commitment to enduring alliances is the relationship forged with Continental Airlines back in 2004. This partnership, which seamlessly transitioned to United Airlines following their merger, has remained a beacon of support for the military community for over two decades. This enduring collaboration with what is now United Airlines serves as a powerful testament to the long-term value generated when a partner truly commits to the WeSalute mission, demonstrating that genuine gratitude and shared values are the true drivers of lasting success.

Daily Habits that Drive Success: The WeSalute Approach

Behind every significant achievement, there lies a foundation of consistent, small habits. At WeSalute, Higgins and his dedicated team exemplify this principle through their daily practice of reflection. Each day, the WeSalute team focuses on their core mission of delivering “MoreThan a Discount. A Salute.” This unwavering commitment to their purpose is not merely a slogan; it's a living part of their culture that guides every action.

"It keeps us grounded," Higgins explained, emphasizing the importance of this daily ritual. He articulated that productivity, for WeSalute, extends far beyond the simplistic act of "checking boxes." Instead, it delves into a more profound understanding of their economic impact. "It’s about making sure we’re doing something meaningful everyday for our members that enhances their lifestyles." This perspective transforms daily tasks into purposeful endeavors, each one contributing to the larger goal of positively impacting the lives of their military and veteran members and their families.

This daily reflection, coupled with their mission-driven mindset, fosters a culture where every team member understands their vital role in the bigger picture. It ensures that innovation, member support, and strategic development are always aligned with the company’s commitment as a registered Public Benefit Corporation or “PBC”, a designation that steadfastly anchors the company to its core mission of supporting the military community and delivering on the fundamental promise of recognition with tangible benefits. By consistently asking themselves how their work contributes to delivering "A Real Thank You^®" the WeSalute team cultivates a deep sense of responsibility and genuine dedication, ultimately driving their sustained success and the profound value they provide to the WeSalute community.

Lessons From the WeSalute Journey

Looking back, Higgins offers simple, yet profound advice he would give to budding entrepreneurs: “Stay patient. Success doesn’t come overnight. You have to keep showing up, keep building, and the results will follow.” He learned early on that setbacks are inevitable, but true progress is made by those who persist through challenges, viewing them as opportunities for growth rather than insurmountable obstacles.

Higgins also believes it's critically important to develop a clear purpose early on and stay true to the long game in fulfilling your core mission. In the dynamic and often chaotic world of startups, it's incredibly easy to get distracted by tangential issues, fleeting trends, or enticing but ultimately irrelevant opportunities that may dilute your main initiatives. Organizing the company as a PBC has helped keep them on that path, which requires regularly revisiting the company’s foundational goals and ensuring that every decision and action aligns with their overarching purpose and mission. This unwavering focus, he contends, is what has allowed him to navigate the complexities of building a business without losing sight of their true north.

What’s Next for WeSalute: A Vision for Continued Growth and Impact

As WeSalute is forging ahead as a PBC, this commitment ensures that every decision and every initiative continues to align with the goal of serving those who serve in our communities and our nation. It will soon expand WeSalute to include recognizing over 80 million more Americans, including nurses, first responders, medical professionals, and teachers, among others, who have committed to serving others and keeping our world safe.

WeSalute leadership continues to advocate for the company's vision with clarity and passion. “The best thing brands can do in honoring service is to support our mission,” Higgins stated, emphasizing the crucial role of corporate partners in this endeavor. He further underscores the profound potential impact of widespread collaboration: “If all major brands joined our mission and worked to create meaningful savings that can be easily redeemed on the WeSalute Marketplace, the impact on thanking those who serve would be extraordinary.” This statement highlights a powerful aspiration: to create a network of global partners where recognition and appreciation for military service members and other service groups are universally accessible on the WeSalute platform and truly impactful through readily available savings. The WeSalute vision extends beyond individual transactions to building a coalition of partners that deliver greater respect, recognition and rewards and enhance the lifestyles of our service members and their families everyday.

Key Takeaways for Readers

• Big ideas often grow out of personal challenges — Higgins turned the lack of respect after Vietnam into a national movement.

• Failures in security became the foundation for stronger systems, proving setbacks can lead to breakthroughs.

• Asking “Who is being left out?” keeps organizations inclusive and forward-thinking.

• Authentic, values-based partnerships outlast superficial deals.

• True recognition isn’t reserved for holidays — it’s in the everyday gestures that add up over time.