From service to startups- veterans building what’s next

Michael is the General Partner of SWH Capital, bringing decades of operator-led leadership and investment discipline to scaling veteran-owned businesses. Most recently, he served as Chief Operating Officer of Served With Honor, where he helped build and operate a multi-business-unit platform dedicated to improving employment, health, and economic outcomes for veterans—experience that directly informs SWH Capital’s hands-on, value-creation model. 

Previously, Michael was CEO of Shelter Cannabis, leading the company to a successful shareholder liquidity event, and President of JUUL Labs Canada, navigating complex regulatory and market environments. Earlier roles with global consumer brands including Red Bull, CytoSport, and Cadbury Schweppes / Frito-Lay built deep expertise in brand building, distribution, and operational scale. 

A long-time mentor, advisor, and angel investor—formerly an Executive in Residence at Co.Labs and active with Startup TNT—Michael now applies this experience through SWH Capital to create successful companies, stronger leadership teams, to provide happier, healthier, and wealthier outcomes for veterans.

Brian Reese is a U.S. military veteran, serial entrepreneur, and investor—and a co-founder of Served With Honor Capital. Since 2008, Brian has built 10 companies from scratch and invested in numerous startups, working alongside founders to turn bold ideas into real businesses with customers, revenue, and lasting impact.

Brian’s conviction is personal: veterans are uniquely equipped to build world-changing companies. They’ve led teams in uncertainty, executed under pressure, and learned to make disciplined decisions when the stakes are high. He believes those same traits—mission focus, integrity, resilience, and relentless follow-through—are the foundation of exceptional entrepreneurship.

Before business, Brian served as an active-duty U.S. Air Force officer and deployed to Afghanistan in support of Operation Enduring Freedom. He is a Distinguished Graduate of Management from the U.S. Air Force Academy and earned his MBA as a National Honor Scholar from Oklahoma State University.

Brian is also one of the world’s leading VA disability benefits experts and the author of four bestselling books. Since 2013, his education platforms and veteran-focused companies have helped millions of veterans and their families pursue the benefits they’ve earned—unlocking billions in tax-free compensation and changing lives at scale.

Today, Brian’s mission through Served With Honor Capital is to back U.S. military veteran entrepreneurs building mission-critical companies—founders with big ideas, high character, and the courage to solve hard problems. He brings a founder’s mindset, strategic clarity, and a deep commitment to service, helping veteran-led teams build great companies that strengthen America and improve lives around the world.

Effective Date: February 20, 2026

PLEASE READ THESE TERMS OF USE CAREFULLY BEFORE USING THIS WEBSITE.

By accessing or using this website (the “Website”), you agree to be bound by these Terms of Use (the “Terms”). If you do not agree to these Terms, do not use the Website.

1) General

1.1 Binding Agreement

These Terms are a legally binding agreement between you and Served With Honor Capital (“Served With Honor Capital,” “we,” “us,” or “our”) and govern your access to and use of the Website, including any content, materials, and functionality offered through the Website.

1.2 Changes to These Terms

We may update these Terms from time to time. Your continued use of the Website after changes are posted means you accept the updated Terms.

1.3 Eligibility

You must be at least 18 years old to use the Website.

1.4 Severability

If any provision of these Terms is held unlawful or unenforceable, that provision will be severed and the remaining provisions will remain in full force and effect.

2) Permitted Use and Restrictions

2.1 Permitted Use

The Website and its content are provided for general informational purposes only. You may use the Website solely for your personal, non-commercial use.

2.2 Restrictions

You agree not to:

• Copy, reproduce, distribute, publish, transmit, display, perform, modify, create derivative works from, sell, license, or otherwise exploit any part of the Website or its content without our prior written consent.
• Use any robot, spider, scraper, crawler, data mining tool, or other automated means to access the Website or extract content without our prior written permission.
• Attempt to gain unauthorized access to the Website, servers, or systems connected to the Website.
• Interfere with or disrupt the integrity or performance of the Website.
• Use the Website for any unlawful purpose or in violation of any applicable law or regulation.

2.3 Permission Requests

Requests for permission to use Website materials beyond personal, non-commercial use must be submitted to: mnederhoff@servedwithhonorcapital.com.

2.4 Changes to the Website

We may modify, suspend, or discontinue any part of the Website at any time, with or without notice. We do not guarantee that the Website, or any content on it, will always be available.

3) Ownership and Intellectual Property

3.1 Our Content

All content on the Website—including text, graphics, logos, images, articles, documents, design, layout, and software—is owned by Served With Honor Capital or used with permission and is protected by copyright, trademark, and other intellectual property laws.

3.2 No License

Nothing in these Terms grants you any right, title, or license to any intellectual property displayed on the Website except the limited right to access and use the Website in accordance with these Terms.

3.3 Trademarks

All trademarks, service marks, trade names, and logos displayed on the Website are the property of their respective owners. Unauthorized use may violate applicable laws.

4) Not an Offer; No Advice; No Relationship; No Reliance

4.1 No Offer or Solicitation

Nothing on this Website is intended to constitute, and should not be construed as, an offer to sell or a solicitation of an offer to buy any securities or other investment products. Any offering by Served With Honor Capital will be made only through definitive offering documents (such as a private placement memorandum, subscription agreement, and related documents) and only in jurisdictions where permitted and to eligible persons.

4.2 No Professional Advice

Nothing on this Website constitutes investment, legal, tax, accounting, or other professional advice. You should consult your own professional advisors before making any investment or other decision.

4.3 No Client, Advisory, or Fiduciary Relationship

Your use of the Website or submission of an inquiry does not create any client, advisory, fiduciary, or other professional relationship between you and Served With Honor Capital. We do not owe duties to you by reason of your use of this Website.

4.4 No Reliance

You agree that you will not rely on the Website or its content as the basis for any investment decision. Any decision to invest, if ever offered, must be made solely on the basis of definitive offering documents and your own independent evaluation.

4.5 Past Performance; No Guarantees

Past performance is not indicative of future results. All investments involve risk, including the possible loss of principal. No assurance can be given that any investment objective will be achieved or that any investment will be profitable.

4.6 Forward-Looking Statements

The Website may contain forward-looking statements, including statements about goals, strategies, plans, pipeline, or expectations. Forward-looking statements are based on assumptions and are subject to risks and uncertainties. Actual results may differ materially.

4.7 Geographic and Legal Restrictions

The Website is intended for informational purposes and may not be appropriate or lawful for use in every jurisdiction. You are responsible for complying with applicable laws where you access the Website.

4.8 Sanctions and Prohibited Jurisdictions

You represent that you are not located in, under the control of, or a national or resident of any country subject to U.S. sanctions or embargoes, and you are not an individual or entity restricted or prohibited under U.S. sanctions laws.

5) Submissions; No Confidentiality

5.1 Do Not Submit Confidential Information Without an NDA

The Website may allow you to submit information (including via contact forms or email links). Unless we have entered into a separate written confidentiality agreement with you (such as an NDA) signed by Served With Honor Capital, any information you submit through the Website will be treated as non-confidential and non-proprietary.

5.2 Evaluation Rights; No Obligation

To the extent permitted by law, you grant us the right to use and evaluate information you submit for business purposes, including responding to you, evaluating opportunities, and improving our operations. We are not obligated to review, accept, or respond to any submission, and any response does not imply any commitment or obligation.

5.3 Sensitive Information

Do not submit sensitive personal information (e.g., Social Security numbers, financial account numbers, health information) through the Website.

5.4 Potential Conflicts / Similar Opportunities

You acknowledge that we may already be evaluating or may later evaluate, invest in, advise, or otherwise engage with companies, funds, or opportunities that may be competitive with, similar to, or adverse to the interests of the submitter. We assume no obligation of exclusivity or non-competition absent a separate written agreement.

6) Disclaimers; Security; Assumption of Risk

6.1 “As Is”

The Website and all content are provided on an “AS IS” and “AS AVAILABLE” basis. We make no warranties of any kind, express or implied, including warranties of accuracy, completeness, reliability, availability, fitness for a particular purpose, non-infringement, or that the Website will be free of viruses or other harmful components.

6.2 Accuracy and Updates

Website content may be incomplete, outdated, or contain errors. We do not promise to update or correct Website content.

6.3 Electronic Communications Not Secure

We cannot guarantee the security of communications transmitted through the Internet. Emails or form submissions may be intercepted or accessed by third parties. You assume the risk of sending information electronically unless you have arranged a secure method with us.

6.4 Use at Your Own Risk

Your use of the Website is at your own risk. You are responsible for implementing safeguards to protect your devices, systems, and data.

7) Limitation of Liability

To the maximum extent permitted by law, Served With Honor Capital and its affiliates, and each of their respective members, managers, officers, directors, employees, contractors, and agents, will not be liable for any damages arising out of or related to your use of, inability to use, or reliance on the Website or its content, including any indirect, incidental, special, consequential, exemplary, or punitive damages, or any loss of profits, data, goodwill, or business interruption, even if we have been advised of the possibility of such damages.

Some jurisdictions do not allow certain limitations, so some of the above may not apply to you.

8) Indemnification

You agree to indemnify, defend, and hold harmless Served With Honor Capital and its affiliates, and each of their respective members, managers, officers, directors, employees, contractors, and agents, from and against any claims, liabilities, damages, judgments, awards, losses, costs, and expenses (including reasonable attorneys’ fees) arising out of or related to your violation of these Terms or your misuse of the Website.

9) Third-Party Websites and Links

The Website may contain links to third-party websites or services. We do not control and are not responsible for the content, security, or privacy practices of any third-party websites. Links do not imply endorsement. You access third-party sites at your own risk.

10) Copyright / DMCA Notice

If you believe any content on the Website infringes your copyright, please email mnederhoff@servedwithhonorcapital.com with: (i) your name and contact information, (ii) identification of the copyrighted work, (iii) identification of the allegedly infringing material and its location, (iv) a statement of good-faith belief the use is not authorized, and (v) a statement under penalty of perjury that the information is accurate and you are the copyright owner or authorized to act on the owner’s behalf.

11) Records; Electronic Acceptance

You agree that these Terms are enforceable like any written agreement. A printed version of these Terms and of any notice given in electronic form will be admissible in judicial or administrative proceedings to the same extent and subject to the same conditions as other business records originally generated and maintained in printed form.

12) Termination

We may suspend or terminate your access to the Website at any time, with or without notice, if we believe you have violated these Terms or if we determine it is necessary to protect the Website, our business, or others.

13) Governing Law; Exclusive Venue; Jurisdiction

These Terms and any dispute arising out of or relating to these Terms or the Website will be governed by the laws of the State of Delaware, without regard to conflict-of-law rules. You agree that any legal action or proceeding arising out of or relating to these Terms or the Website must be brought exclusively in (i) the state courts located in Travis County, Texas, or (ii) the United States District Court for the Western District of Texas, Austin Division. You consent to the personal jurisdiction of such courts and waive any objection to venue or inconvenient forum.

14) Miscellaneous

14.1 Entire Agreement

These Terms constitute the entire agreement between you and Served With Honor Capital regarding your use of the Website and supersede any prior or contemporaneous understandings.

14.2 Assignment

We may assign these Terms, in whole or in part, at any time. You may not assign these Terms without our prior written consent.

14.3 No Waiver

Our failure to enforce any provision of these Terms is not a waiver of our right to enforce it later.

14.4 Headings

Headings are for convenience only and do not affect interpretation.

15) Contact

Questions about these Terms or permission requests may be sent to:

Served With Honor Capital

Email: mnederhoff@servedwithhonorcapital.com

Effective Date: February 20, 2026

Welcome to Served With Honor Capital (“Served With Honor Capital,” “we,” “us,” or “our”). We respect your privacy and are committed to handling personal information responsibly. This Privacy Policy explains how we collect, use, disclose, and protect personal information when you visit our website (the “Website”), submit information through our forms, subscribe to communications, or otherwise interact with us online or offline.

By accessing or using the Website or providing personal information to us, you agree to this Privacy Policy. If you do not agree, do not use the Website or provide information to us.

1) Quick Summary (Notice at Collection)

We collect personal information to:

• Communicate with you and respond to inquiries.
• Evaluate opportunities and improve Website performance/marketing effectiveness.
• Operate, secure, and maintain the Website and our business.

We may share personal information with service providers (hosting, analytics, CRM/email tools) and advertising/measurement partners (Meta and LinkedIn) as described below. We do not sell personal information for money.

2) Information We Collect

2.1 Information You Provide Directly

We may collect:

• Contact details: name, email address, phone number, mailing address, company name, job title.
• Inquiry details: messages, questions, and any information you choose to include (e.g., founder pitch information or investor inquiries).
• Subscription details: if you opt in to receive updates.
• Any other information you voluntarily provide.

Please do not submit sensitive personal information (such as Social Security numbers, driver’s license numbers, precise geolocation, health information, or financial account numbers) through the Website unless we specifically request it through a secure process.

2.2 Information Collected Automatically

When you use the Website, we (and our service providers) may collect:

• Usage data: pages viewed, time spent, links clicked, navigation paths, referring/exit pages.
• Device/technical data: IP address, browser type, operating system, device identifiers, language settings, and approximate location derived from IP.
• Cookies and similar technologies (described below).

2.3 Information From Third Parties

We may receive information from:

• Service providers that support the Website and our communications.
• Public sources (e.g., professional or business profiles) where permitted by law.

3) How We Use Your Information

We use personal information to:

• Operate, maintain, and improve the Website and our business.
• Respond to inquiries and communicate with you.
• Evaluate opportunities and determine potential fit (e.g., founder/investor inquiries).
• Send administrative messages (e.g., confirmations, important notices).
• Send newsletters or marketing communications where permitted by law and subject to your choices.
• Understand Website usage, measure marketing effectiveness, and improve performance.
• Protect against fraud, misuse, and security threats.
• Comply with legal obligations and enforce our policies.

4) Cookies, Pixels, and Similar Technologies

4.1 What We Use and Why

We use cookies, pixels, and similar technologies to help run the Website, understand how it’s used, and improve marketing performance. These technologies may collect information such as your IP address, device/browser identifiers, pages viewed, links clicked, and approximate location derived from IP.

4.2 Tools We Use

We use tools that may include:

• Google Analytics 4 (GA4) for Website analytics and performance measurement.
• Meta Pixel for advertising measurement, retargeting, and campaign optimization.
• LinkedIn Insight Tag for analytics and advertising measurement.

Some technologies are essential for the Website to function. Others are used for analytics and advertising.

4.3 Your Choices

4.3.1 Cookie Controls

You can control cookies through your browser settings. Blocking cookies may impact certain Website features. If we provide a cookie preference or consent tool on the Website, you can also use it to manage analytics and advertising cookies.

4.3.2 Ad and Analytics Controls

You may be able to limit tracking through platform and browser settings, including:

• Google Ads settings and Google Analytics opt-out options
• Meta ad preferences
• LinkedIn ad preferences

4.3.3 Global Privacy Control (GPC)

Some browsers allow you to enable GPC, which signals a preference to opt out of certain tracking. Where required by law, we will treat GPC as a valid opt-out request for applicable activities (such as sharing for targeted advertising).

5) How We Share Information

5.1 Service Providers

We share information with vendors who help us operate the Website and our business (for example: website hosting, form processing, CRM tools, email delivery, analytics providers like GA4, and advertising/measurement tools like Meta and LinkedIn). They may use personal information only to provide services to us.

5.2 Legal and Safety

We may disclose information if we believe it is necessary to comply with law, protect rights and safety, or prevent fraud/security issues.

5.3 Business Transfers

Personal information may be transferred in connection with a merger, acquisition, financing, reorganization, bankruptcy, or sale of assets.

5.4 With Your Direction

We may share information when you instruct us or provide consent.

5.5 No Sale of Personal Information

We do not sell personal information for money. However, some U.S. state privacy laws define “sale” or “sharing” broadly to include certain disclosures for targeted advertising (for example, via cookies/pixels). Where those laws apply, you may have the right to opt out as described in Section 8.

6) International Data Transfers

Your information may be processed in countries other than where you live. Where required by law, we use appropriate safeguards to protect personal information when it is transferred internationally.

7) Data Retention

We retain personal information only as long as reasonably necessary for the purposes described in this Privacy Policy, including legal, accounting, operational, and security needs. When no longer needed, we delete or de-identify it in accordance with applicable law.

8) Your Privacy Rights and Choices

8.1 Marketing Opt-Out

You can opt out of marketing emails by using the “unsubscribe” link in our emails or contacting us. We may still send non-marketing messages related to your inquiries or our relationship with you.

8.2 U.S. State Privacy Rights (Where Applicable)

Depending on your state of residence, you may have the right to:

• Access/know the personal information we collect, use, or disclose.
• Correct inaccurate personal information.
• Delete personal information (subject to legal exceptions).
• Obtain a copy of your personal information (data portability).
• Opt out of targeted advertising and certain profiling decisions, where applicable.
• Not be discriminated against for exercising your rights.

8.3 Opt Out of Targeted Advertising / “Do Not Sell or Share”

If applicable under your state’s law, you can request to opt out of targeted advertising and certain “sale” or “sharing” of personal information by:

• Adjusting cookie settings via your browser and blocking third-party cookies;
• Enabling Global Privacy Control (GPC) in a supported browser; and/or
• Emailing us at mnederhoff@servedwithhonorcapital.com with the subject line: “Privacy Opt-Out Request.”

8.4 Authorized Agents

Where permitted by law, you may use an authorized agent to submit a request on your behalf. We may require proof of authorization and identity verification.

8.5 Appeals

If we deny your request, you may have the right to appeal by contacting us and stating you are appealing a privacy decision.

8.6 How to Exercise Rights

To exercise your rights, email mnederhoff@servedwithhonorcapital.com. We may need to verify your identity before fulfilling certain requests. We may deny or limit requests as permitted by law.

8.7 California “Shine the Light” (If Applicable)

California residents may request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. Requests may be sent to mnederhoff@servedwithhonorcapital.com.

9) Security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information. No system is completely secure, and we cannot guarantee absolute security.

10) Children’s Privacy

The Website is not intended for children under 13 (or the age required by local law), and we do not knowingly collect personal information from children. If you believe a child has provided personal information to us, contact us and we will take appropriate steps to delete it.

11) Third-Party Links and Services

The Website may link to third-party websites or services. We are not responsible for their privacy practices. Your interactions with third parties are governed by their policies.

12) Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will update the “Effective Date” above and post the revised policy on the Website. If required by law, we will provide additional notice of material changes.

13) Contact Us

If you have questions or requests regarding this Privacy Policy or our privacy practices, contact us at:

Served With Honor Capital

Email: mnederhoff@servedwithhonorcapital.com

Effective Date: February 20, 2026

The information on this website (the “Website”) is provided by Served With Honor Capital (“Served With Honor Capital,” “we,” “us,” or “our”) for general informational purposes only. By accessing or using this Website, you agree to this Disclosures and Disclaimer statement.

1) No Offer or Solicitation

Nothing on this Website constitutes, and nothing on this Website should be construed as, an offer to sell or a solicitation of an offer to buy any securities or other investment products. No offer will be made except through definitive legal documentation (which may include a private placement memorandum, limited partnership agreement, subscription agreement, and related documents) and only in jurisdictions where permitted and to persons who meet applicable eligibility requirements.

Any decision to invest, if ever offered, must be made solely on the basis of the definitive offering documents and the investor’s own independent evaluation.

2) Not Investment, Legal, Tax, or Accounting Advice

Nothing on this Website constitutes investment advice or a recommendation to buy, sell, hold, or pursue any investment strategy or security. Nothing on this Website constitutes legal, tax, accounting, or other professional advice. You should consult your own independent professional advisors before making any investment or other decision.

3) No Broker-Dealer; No Placement Services

Served With Honor Capital is not acting as a broker-dealer, placement agent, or underwriter through this Website, and nothing on this Website is intended to facilitate transactions in securities.

4) No Relationship; No Fiduciary Duty

Your use of this Website, and any communication with us through this Website (including any contact form submission or email), does not create any advisory, fiduciary, client, broker-dealer, attorney-client, or other professional relationship between you and Served With Honor Capital. We do not assume any duties to you as a result of your use of this Website.

5) Forward-Looking Statements

This Website may contain forward-looking statements, including statements about goals, strategy, pipeline, themes, plans, expectations, or potential opportunities. Forward-looking statements are based on assumptions and are subject to risks and uncertainties. Actual results may differ materially, and no assurance can be given that any goal, plan, or expectation will be achieved.

6) Risk of Loss; No Guarantees; No Reliance

All investments involve risk, including the possible loss of principal. There can be no assurance that any investment objective will be achieved, that any strategy will be successful, or that any investment will generate positive returns.

You should not rely on any information on this Website as the basis for any investment decision. Any investor must conduct their own diligence and consult their own advisors.

7) Past Performance; Hypothetical or Illustrative Information

Past performance (whether actual, pro forma, back-tested, simulated, or hypothetical) is not indicative of future results. If the Website references investments, portfolio companies, exits, outcomes, examples, target returns, or performance, such information is provided for illustrative purposes only, may not be representative of all investments or outcomes, and should not be viewed as a promise or guarantee of future performance.

8) Portfolio Company References; No Endorsement

Any references to companies, founders, products, services, trademarks, or third-party content are for informational purposes only and do not constitute an endorsement, solicitation, or recommendation. Any third-party views referenced are their own and do not necessarily reflect our views.

9) Accuracy, Completeness, and “As Is”

While we aim to provide accurate and current information, the Website may contain errors, omissions, or outdated information. The Website and all content are provided on an “AS IS” and “AS AVAILABLE” basis without warranties of any kind, whether express or implied, including warranties of accuracy, completeness, non-infringement, merchantability, or fitness for a particular purpose.

10) Third-Party Links

This Website may contain links to third-party websites or services. We do not control and are not responsible for the content, security, availability, or privacy practices of any third-party sites. Accessing third-party links is at your own risk. Links do not imply endorsement.

11) Confidentiality of Submissions

Do not submit confidential or proprietary information through the Website unless we have entered into a separate written confidentiality agreement (such as an NDA) signed by Served With Honor Capital. Any information submitted through the Website may be treated as non-confidential and non-proprietary to the extent permitted by law.

12) No Obligation; No Assurance of Access

Nothing on this Website creates any obligation to accept any investor, make any investment, provide access to opportunities, allocate capacity, respond to inquiries, or enter into any relationship. Any engagement is subject to our sole discretion and, where applicable, definitive written agreements.

13) Sanctions and Prohibited Persons

You represent that you are not located in, under the control of, or a national or resident of any country subject to U.S. sanctions or embargoes, and you are not an individual or entity restricted or prohibited under U.S. sanctions laws.

14) Jurisdictional Restrictions

This Website is intended for informational purposes and may not be appropriate or lawful for use in every jurisdiction. You are responsible for complying with applicable laws where you access the Website.

15) Limitation of Liability

To the maximum extent permitted by law, Served With Honor Capital and its affiliates, and each of their respective members, managers, officers, directors, employees, contractors, and agents, will not be liable for any damages arising out of or related to your use of, inability to use, or reliance on this Website or its content, including any indirect, incidental, special, consequential, exemplary, or punitive damages, or any loss of profits, data, goodwill, or business interruption, even if we have been advised of the possibility of such damages.

Some jurisdictions do not allow certain limitations, so some of the above may not apply to you.

16) Changes to This Disclaimer

We may update this Disclosures and Disclaimer statement from time to time. We will update the Effective Date and post the revised version on the Website.

17) Contact

Questions about this Disclosures and Disclaimer statement may be sent to:
mnederhoff@servedwithhonorcapital.com