Unveiling VetCents: Your Path to Financial Wellness Excellence

January 30, 2024

In the pursuit of a healthier financial future for veterans, beneficiaries, caregivers, survivors, transitioning service members, and their families, VetCents stands as an award-winning personal financial wellness program that serves as the ideal starting point. This comprehensive program empowers users with the knowledge, skills, and confidence necessary to take control of their financial lives, fostering happiness, reducing stress, and instilling optimism.


VetCents is one pillar of the Veterans Benefits Banking Program (VBBP). The VBBP was initially launched to provide banking choices to veterans to receive their monthly monetary benefits through direct deposit.  


Pillar 1: Banking Under and Unbanked Veterans

This first and original pillar of the VBBP provides VA beneficiaries with a choice of 100+ banks and credit unions that have made a commitment to help veterans get banked. These institutions offer low-to-no cost accounts, with no monthly maintenance fees to VA beneficiaries who bring their direct deposit to the bank or credit union 


Pillar 2: Financial and Credit Counseling

A valuable benefit available through the VBBP is one free consultation with a credit or financial counselor.


You may want to connect with a NFCC Certified Credit Counselor if you are interested in:


  • Reducing debt 
  • Avoiding foreclosure or eviction 
  • Qualifying for a first-time home purchase  

You may want to meet with an AFCPE® Accredited Financial Counselor if you are interested in: 


  • Gaining information and financial guidance specific to your needs 
  • Creating a budget, spending plan, or savings plan  
  • Preparing for a life transition, such as education, a new job, or retirement   

Pillar 3: VetCents: A Highly Personalized Tool To Help You Reach Your Financial Goals

VetCents provides a personalized, financial wellness experience specifically designed to resonate with veterans and family members. This engaging program not only makes the path to financial wellness rewarding but also enjoyable. 


At its core, VetCents features a Financial Health Assessment, uncovering immediate financial needs and inspiring users to explore financial education. It then tailors personalized wellness plans to address individual priorities and goals, offering precise guidance for a successful financial journey. 


Going beyond education, VetCents acts as a bridge connecting users to valuable partners, programs, and services —catalyzing their achievements. As a symbol of financial empowerment, VetCents ensures a holistic and personalized approach, preparing users for a rich and satisfying financial journey. 


For those uncertain about where to start or which initial steps to take, VetCents serves as an excellent entry point. Users can seamlessly access information on banking needs and discover how to connect with financial or credit counselors through the VetCents journey.  




The VBBP is a partnership between the U.S. Department of Veterans Affairs (VA) and the Association of Military Banks of America (AMBA). Funding and support for VBBP are generously provided by Wells Fargo Foundation and the ABA Foundation.

About the Author

Andia Dinesen

Andia Dinesen is the Executive Vice President for Communications and Operations for the Association of Military Banks of America (AMBA). &n…
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