We’re excited to introduce you to the always interesting and insightful Monica Fullerton. We hope you’ll enjoy our conversation with Monica below.

Monica , appreciate you joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

When I first had the idea for Spouse-ly, I had no clue what building a multi-vendor marketplace actually looked like. On paper, it sounded simple enough: create a place where military spouses, veterans, and first responders could share their products and talents with the world. But behind the scenes, it’s one of the most complex business models you can choose, layered with payments, shipping, logistics, customer service, vendor management, and ongoing tech demands.

And here’s the kicker: I’m not a technical founder.

When I started, I didn’t have a tech background, a co-founder who could code, or even an understanding of what it would take to manage thousands of vendors and products under one roof. What I did have was the conviction that our community deserved a place to shine, and that conviction was stronger than the fear of not knowing the “how.”

So I jumped.

I invested time, money, and every ounce of energy I had into figuring it out as I went. I leaned on Google searches, YouTube tutorials, late-night conversations with my web developer, and a whole lot of trial and error. Every time something broke, and trust me, it did, I had to learn quickly, adjust, and keep moving forward.

There were moments I wondered if I had taken on too much. But each challenge revealed something bigger: that this wasn’t just about tech. It was about building a resilient, people-powered marketplace that could grow even in the face of challenges.

Today, Spouse-ly has grown from 30 vendors at launch to over 1,000 vendors nationwide, with corporate partners like USAA and U.S. Bank backing our mission. That leap of faith, the one that felt impossible at the time, became one of the most defining risks of my life.

The lesson? Sometimes the biggest risks aren’t about the technical side at all. They’re about having the courage to move forward when you don’t have all the answers, trusting you’ll figure them out along the way.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Monica Fullerton, a military spouse, twin mom, and former corporate businesswoman who turned a mix of pure inspiration and frustration into building Spouse-ly, a community-driven marketplace for military, veteran, and first responder families. When I first entered military life, I quickly realized how limiting the lifestyle could be for spouses: constant moves, unpredictable schedules, and a lack of career stability. At the same time, I was balancing corporate demands and motherhood, which left me longing for more flexibility, creativity, and purpose. That’s when I decided to take the leap into entrepreneurship.

Spouse-ly was born from a simple belief: our community deserves more visibility, opportunity, and support. Today, it’s so much more than a marketplace. It’s a platform that empowers families to share their passions and talents while giving customers a chance to shop small and make a big impact. What sets us apart is our people-first approach. Every product and service comes with a story, and every purchase supports a mission bigger than the item itself.

I’m most proud that Spouse-ly has become a movement, not just a business. It represents resilience, creativity, and the power of community. And on a personal level, it allows me to show my twins what it looks like to take risks, chase dreams, and build something meaningful from the ground up.

We’d love to hear a story of resilience from your journey.

When I first started Spouse-ly, I thought raising capital was the only way forward. It felt like every startup success story I heard was tied to investors and funding rounds, so I assumed that was the path we had to take too. I spent countless hours pitching, applying, and getting up on stages to share the vision of Spouse-ly. But no matter how many times I put myself out there, the answer was almost always the same: no. Investors couldn’t see the full picture of what I was building, and each rejection stung.

For a while, I questioned if I was doing something wrong or if my business wasn’t good enough. But over time, I realized something powerful: raising capital is not always the right fit for every business. And in our case, it wasn’t what we needed to prove we could succeed.

So instead of letting rejection stop me, I chose to double down on what I knew we did have — the power of community, resilience, and my own commitment to the mission. I leaned into the traction we had already created, the stories of our vendors, and the impact we were making one step at a time. I kept fueling my fire with those wins, no matter how small they seemed compared to what traditional investors were looking for.

That shift in mindset has made all the difference. Today, Spouse-ly continues to grow not because of outside capital, but because of the strength of our community and the personal investment I’ve made in believing this mission is worth building. The resilience I found through rejection became the foundation for everything we’ve accomplished since.

What’s been the best source of new clients for you?

For us, the best source of new clients has always been word of mouth. From day one, Spouse-ly has been built on the foundation of community, and that’s what makes people excited to share about it. When you bring together incredible makers, creators, and entrepreneurs who are all part of a bigger mission, it creates a natural ripple effect. People don’t just shop or join the platform, they tell their friends, family, and networks because they want others to experience the heart behind it.

With a business model like ours, everyone truly grows together. Our vendors support one another, our customers feel connected to the stories behind each product, and our partners see the bigger picture of impact. Word of mouth doesn’t just drive growth, it reinforces the trust and authenticity that set Spouse-ly apart.

Contact Info:

• Website: https://spouse-ly.com/
• Instagram: https://www.instagram.com/spouse.ly/
• Facebook: https://www.facebook.com/spousely
• Linkedin: https://www.linkedin.com/in/monicafullerton/