Why Universities and Colleges Should Pay Attention to Gov of Canada’s near $100K Veteran Education Benefit.

Joshua Buck
Sep 4
2 min read

Updated: Sep 5

A Hidden Market Many Schools Overlook!

Canadian veterans leave the military with tens of thousands of dollars in government-paid education funding—but most universities and colleges aren’t reaching them. Those that do get in front of this audience early are winning guaranteed, fully funded enrollments.

The Education & Training Benefit (ETB) in Numbers

Eligibility: Veterans released are entitled to this :
- 6+ years of service = up to $49,578.40 in Gov funding.
- 12+ years of service = up to $99,156.80 in Gov funding.
Coverage: Tuition, course fees, books, supplies, certification programs, diplomas, or full degrees. Payment method: Funds go directly to the veteran—meaning they choose the school.

👉 View the official Gov program for Veterans here (Veterans Affairs Canada)

Why This Matters for Canadian Universities, Community Colleges and more...

These aren’t loans—it’s guaranteed government funding waiting to be spent.
Veterans are already skilled but also motivated adult learners, often with strong leadership and technical skills.
Competitors like Royal Roads University and RMC are already investing in tradeshows, on-base sessions, and military advertising to capture this market.

How to Reach This Military & Veteran Audience

Veterans and CAF members are not easy to access with general advertising. The most effective strategies include:

Military tradeshows & base expos – direct access to veterans making transition decisions.
Base newspapers & digital media – trusted by CAF families and veterans.
On-base signage & Lunch & Learns – getting in front of decision makers inside the community.

The Opportunity

Every veteran using the ETB represents $50K–$99K student funded by the Government of Canada. The only question is—will they choose your institution, or your competitor who’s visible inside the CAF network?