Bonnie Laiderman — CEO/Owner
As the founder, owner and CEO of Veterans Home Care®, Bonnie Laiderman has helped more than 15,000 veterans and their spouses receive in-home care through the unique VetAssist® Program.
Bonnie started the business in 2003 to answer a need in the military community. Many veterans and their families fail to access available benefits from the Department of Veterans Affairs (VA) due to a lack of awareness. As a caregiver for her late mother, Bonnie personally experienced the frustration of failing to access available VA benefits in her mother’s time of need.
Bonnie has overseen the growth of the company from a one-woman operation to become one of the largest women-owned companies in the St. Louis Metro Region with multiple locations throughout the country, serving veterans in 44 states with a network of more than 2,800 home care providers.
Veterans Home Care has also earned the Better Business Bureau’s Torch Award for Ethics and the Inc. 5000 Award of Fastest Growing Companies six times.
Bonnie personally has been recognized with numerous awards including the: Missouri Athletic Club’s Women of Distinction, St. Louis Business Journal’s Most Influential Women, and Missouri Council for In-Home Service’s Leadership Award.
In addition to growing Veterans Home Care to become the largest provider of its kind in the industry, Bonnie has been a strong supporter of numerous charitable and social organizations with both a local and national impact. Wings of Hope and Lydia’s House have both benefited from Bonnie’s support to continue services to our most vulnerable in need. Bonnie also is active in the American Red Cross as: a Tiffany Circle member, (a national society of women leaders). a chairperson for the Service Armed Forces Committee and a mentor in the Society of Women Leaders.
Larry Kay — President & Retired U.S. Army Brigadier General
In 2018 company owners Bonnie and Howard Laiderman carefully chose Retired Brigadier General Larry Kay as president of Veterans Home Care to refine and execute business strategies while maintaining operational excellence as the business scales further in revenue and market density.
Larry is uniquely qualified to serve veterans and their surviving spouses having extensive healthcare leadership experience in both his military and civilian careers.
In his civilian career, he has more than 30 years experience in healthcare administration and veterans benefits focusing on strategic planning, operational leadership, team building and communications. He has specific backgrounds in emergency services, acute care, skilled nursing care and clinic leadership and operations.
In his military career, Larry served during Desert Storm as the executive officer for the 1267th Medical Company (Air Ambulance) 1990-1991. The mission of his air ambulance company was aerial evacuation of wounded, transportation of critical medical supplies and aerial search and rescue in the combat zone. He is a qualified pilot of both the Huey and Blackhawk helicopters and has served in command positions from platoon thru brigade and task force levels.
In 2008 his final military assignment was as commander, Multinational Task Force – East in Kosovo. As the senior U.S. Army commander in the Balkans, he was responsible for the deployment and performance of a brigade-size combat team to include active duty, National Guard and Reserve Airmen, Marines and soldiers from seven states and six partner nations in support of NATO peacekeeping operations. He retired from the Missouri National Guard in 2010 at the rank of brigadier general.
Larry is a Missouri native with a Bachelor of Arts Degree in Political Science from Westminster College, a Master’s Degree in Health Services Management from the University of Missouri-Columbia, and a Master’s of Strategic Studies from the U.S. Army War College.
Howard Laiderman — Chief Financial Officer
Howard began his career in his family’s automotive tire and auto parts wholesale and retail business which at one time was ranked 8th largest US tire dealer by Crane Publishing. He developed his skills in operations and executed marketing programs that resulted in sales from Fortune 500 companies including Walmart.
After the passing of Howard’s father, he ventured out on his own and started Ness Trading Company. With the help of his wife Bonnie and their two daughters, his new family operation quickly grew to one of the largest closeout and surplus specialists in the automotive parts and custom wheels industry.
Since 2003, Howard has worked with Bonnie growing Veterans Home Care to become the largest company of its kind offering in-home care to our deserving veterans through the unique VetAssist Program. Howard has been an integral part of the organization’s effort to brand the VetAssist Program and scale the business through provider contracting and client relationship management (CRM) technology.
Today Veterans Home Care has multiple locations throughout the country, and serves veterans in 44 states with a network of more than 2,800 home care providers. Veterans Home Care has also earned the Better Business Bureau’s Torch Award for Ethics and the Inc. 5000 Award of Fastest Growing Companies six times.
Howard supports national veterans’ organizations and travels to Capitol Hill advocating for veterans and educating policymakers about the needs of veterans.
Donna Appel — Vice President, Sales and Marketing
In her role as vice president, sales and marketing, Donna reaches out to groups across the country serving veterans, their spouses and children. Donna educates our wartime veterans and families to the benefits of the VetAssist® Program and helps deserving veterans age in the place of their choice by obtaining home care at no cost for VHC services. As a daughter of a WWII veteran and a VHC client, Donna is proud to serve these heroes and their families.
Donna has more than 36 years of experience in sales training , as well as sales and marketing. She combines this wealth of business expertise with several years of experience focusing on the needs of older adults, caregivers and family members in need of home care assistance. Donna is a member of the Veterans Council of Broward County and is currently the chair of the Disability Resource Center of Broward County’s Senior Advisory Council and on the Broward Health Hospital System Senior Advisory Council.
Ms. Appel mentors at risk teenagers through a program called Take Stock in Children. TSIC is an organization that funds college scholarships to at risk youth. Donna is part of a team for the Steppin Up Shoe Project that collects and distributes new shoes for Broward County children. Shoes donated to The Children’s Home Society, Child Net, Kids in Distress, The Anne Stork Center and several other organizations have benefited thousands of Broward County youth with a pair of new shoes.
Kathryn Van Voorhees — General Counsel
Kathryn (Kathy) Van Voorhees serves as General Counsel for Veterans Home Care in addition to her position as a principal of Van Voorhees Law, a law firm focused on meeting the legal needs of small businesses including franchisees in Missouri and Illinois. She is a graduate of James Madison University in Harrisonburg, Virginia and attended Washington University School of Law in St. Louis, Missouri where she earned her J.D.
Kathy began her legal career in litigation, representing businesses and individuals in the courtroom. As a trial attorney, Kathy handled cases with multi-million dollar exposure including wrongful death, traumatic brain injury and child care abuse and neglect claims. She was named special investigative unit counsel, serving the insurance fraud unit for a major commercial insurer carrier.
In 2015, Kathy joined Veterans Home Care as Acting General Counsel and earned her VA accreditation to further help serve veterans and their surviving spouses.
Kathy is very active in giving back to the community. In the past, she served on the board of the Women’s Lawyer Association of Greater St. Louis for five years and coached the Affton High School Mock Trial Team. Currently, Kathy volunteers for SCORE (a nonprofit association dedicated to helping small businesses get off the ground, grow and achieve their goals through education and mentorship) and VLAA (Volunteer Lawyers and Accountants for the Arts).