Give Back with a
Service-First Mindset
9
years of competition and innovation
45
elite teams have earned a chance to compete in front of investors and customers
550000
in non-dilutive grants have been awarded since 2017
The Service First Foundation (SFF) is a 501c3 non-profit with a mission to support service-driven entrepreneurs through programs and events, grants, and network connectivity.
What began in 2017 as TFX Capital’s commitment to host an annual Startup Showcase—where five rigorously vetted founders compete for non-dilutive grants—evolved into something bigger. In 2022, the Service First Foundation was formally established as a philanthropic extension of TFX Capital, a shift which unlocked new sponsorship and tax-exempt donation opportunities, expanding the reach of its mission.
Together, TFX Capital and Service First have leveraged nearly a decade of Showcase experience, raising and awarding over half a million dollars to founders who are shaping the future. Today, TFX Capital remains a crucial partner of the Foundation, pledging a portion of its profits to ensure the initiative continues to thrive.
The 2025 Startup Showcase awarded $100K to Touchstone to help develop an AI-based platform to combat sophisticated retail fraud, refund abuse, and return theft.
Learn more about the history of the Startup Showcase and the formation of Service First Foundation
Veterans are 2x more likely than civilian hiring managers to hire Veterans in the workforce
Those who served in the military are 45% more likely to start a business
2M+ Veteran-owned small businesses (10% of small businesses, employing <5M people)
<1% of the US adult population currently serves in the military/intelligence communities
Foundation Board of Directors
Our board is comprised of a top-notch team with expertise in leading organizations, managing finances, and directing operations.
- Founder, National Association of Veteran Serving Organizations
- US Air Force Academy
- University of South Carolina
- FBI National Academy
- Naval Postgraduate School
- Air Force Veteran
- Private wealth planning consultant for family offices and high net worth families
- Estate, gift, and tax income expert
- University of North Carolina at Charlotte
- Director, Service First Foundation; multi year Showcase event lead
- Ex-recruiter for Series A-C startups in Silicon Valley
- Indiana University
- Former Military Spouse (Army)
- Innovation leader at USAA
- CEO, Patriot Boot Camp presented by Techstars
- Founder & CEO, Combat2Career
- Military Spouse
