"What the Truck" Initiative Launches to Honor and Empower Veterans

A National Movement by House of Bricks® and Sintra Mortgage to Transition Veterans from the Battlefield to the Boardroom

TROY, MICHIGAN – House of Bricks® proudly announces the national launch of What the Truck (WTT) a Veteran-led, Veteran-empowering initiative designed to move beyond symbolic support and into direct action.

At the center of the campaign: a custom-built Tuscany Black Ops Ford Raptor, wrapped in purpose and patriotism. But this isn’t just a truck, it's a mobile movement built to reconnect Veterans with a tribe, transition them into civilian leadership roles, and help them build new futures through entrepreneurship, business mentorship, and community.

“You can’t say you support Veterans and not show up for them,” said Adam House Sr., Founder of House of Bricks®.  WTT is more than a tribute, it's a platform. We’re not building followers. We’re building futures. Brick by Brick®.”

From Service to Strategy: The Mission of What the Truck

Veterans return from combat only to find themselves isolated in civilian life, too often left with empty promises and corporate discounts. WTT addresses that void. It creates a real community, supported by tools, capital access, and career opportunities.

“It’s not about 5% off,” House added. “It’s about 100% in. That’s what our Veterans gave. That’s what they deserve in return.”

A Partner with Purpose: Sintra Mortgage

Sintra Mortgage, a Troy-based mortgage firm, stepped in not with a sponsorship but with belief.

“Veterans took an oath to protect and serve and we want to uphold that oath to them, ” said Anxhelo Gegprifti, Founder and CEO of Sintra Mortgage. “Especially in the current climate we are in, buying a home should be the last thing a Veteran needs to worry about. So we always want to make sure we will make their home buying process “seriously simple”.”

House of Bricks® Substack: Telling the Stories, Sharing the Tools

Coinciding with the WTT launch is the debut of the House of Bricks® Newsletter on Substack, a no-fluff, no-hype ecosystem for Veterans, founders, and leaders navigating transitions and seeking tactical, boots-on-the-ground support.

Launched on June 11, the newsletter includes:

• Real-time founder support
  
  

• Business coaching and capital access
  
  

• Veteran success stories and interviews
  
  

• Strategic tools for leadership, mindset, and entrepreneurship
  
  

20% of all subscription revenue will be donated to Post-Veterati, a 501(c)(3) nonprofit helping Veterans transition into the workforce.

Legacy Over Lip Service

Inspired by House’s grandfather, George Hulst Jr., a WWII Veteran who never asked for recognition—just to serve—WTT is the embodiment of a long-held personal mission: turn appreciation into impact. For House and his four sons, this isn’t business, it's legacy.

“We don’t know the impact of our actions today on the generations to come,” House said. “What The Truck isn’t an idea that started now it’s a mission over 100 years in the making.”

Join the Movement

Whether you’re a Veteran, a business leader, or someone who wants to make a difference, What The Truck is your opportunity to act not just appreciate.

Follow the movement: houseofbricks.substack.com 

Because words fade. Action moves.

Brick by Brick®.

Take action now and be part of something impactful—contact us today!

Paul Riedner

House of Bricks Advisory Services

+1 651-380-7669