Article by: Colorado Apex Accelerator and Christie Frieg, Founder of Alethia Software.
What Inspired the Founding of Alethia?
For Christie Frieg, founder of Alethia, people are always the mission. Whether it’s equipping warfighters with the best tools to make quick decisions, supporting customers with evolving requirements, or uplifting disadvantaged members of the community, Christie believes everything is interconnected. “Our mission starts with the warfighters,” she said. “But it flows outward to our customers, our team, and the community around us.”
What Does Alethia Do, and Who Do You Serve?
Alethia develops software solutions for the Air Force, Navy, and Space Force, with specialties in SATCOM, RF, test and training, and compliance. “We also bring that expertise to our customers and are now developing software for compliance and ATO,” Christie explained.
Early contracts came almost entirely through word of mouth, with people who already trusted her work. That changed this year when Alethia won its first competitive award with Omitron. “They didn’t know us beforehand. A mutual friend introduced us, we responded to the RFP, and we won. That was our first competitive award rather than purely relationship-driven work.”
Today, Alethia continues to subcontract while pursuing prime contracts through its 8(a) certification. “As an 8(a) business, we’re uniquely positioned to streamline the acquisitions process and get capability into the warfighters’ hands, faster,” Christie noted.
What Was It Like Entering the Government Contracting Space?
Christie is candid about the steep learning curve. “I didn’t know what I was doing. Nearly everything was a learning curve. Staying humble, teachable, and flexible has been the key. Being willing to say, ‘I don’t know this, I need guidance,’ is critical.”
She emphasized the importance of starting small and building relationships. “Unless you’re former military or have deep industry experience, I wouldn’t touch prime contracts for at least a few years. The learning curve is steep. Unless you can afford to chase RFPs indefinitely without income, it makes more sense to subcontract, build relationships, and grow through word of mouth.”
Christie also reflected on the grit required. “You have no idea how hard it’s going to be. If you don’t have grit and persistence, if you’re not willing to keep getting back up after setbacks, you won’t last. Patience and persistence are everything.”
Clarity is just as important. “People do business with those they know, like, and trust. But you also have to know your niche and articulate it clearly. For a long time, we didn’t fully understand ours, and that made it harder for others to advocate for us. Once we nailed it down, it became easier to explain what we do and why we’re different.”
How Has Colorado Apex Accelerator Supported Alethia?
Beth Taylor has also played a key role in making introductions with state entities and businesses across Colorado, helping grow and take Alethia to the next level.
Christie also noted that APEX’s diverse counselor backgrounds bring unique perspectives to the table. “They help you understand the process, set expectations, and guide you through the steps of contracting. Their support has been a key part of our journey.” For example, Colorado Apex Accelerator has facilitated touchpoints with Colorado Companies to Watch (CCTW), the Southern Colorado Women’s Chamber of Commerce (SCWC), and with leaders like Dirk Hobbs, who named Christie as a 40 Under 40 recipient in 2025.
What Advice Would You Give to New Contractors?
Christie’s advice for those entering government contracting is grounded in honesty and experience. “You have no idea how hard it’s going to be. You need grit, persistence, and patience. You will get knocked down, but you have to keep going.”
She also highlighted the importance of defining and communicating your niche. “Even if people know and like you, if they don’t understand what you do, they can’t advocate for you. Clarity is everything.”
Looking Ahead
For Christie, Alethia’s success has been shaped by persistence, humility, and relationships. “Government contracting is hard, but if you stay flexible, keep learning, and build trust, you can find your place.”