What United Western Group does

United Western Group (legal entity United Western LLC) is a Washington, D.C.-based independent private equity firm that makes majority investments in North American middle market companies, targeting $20M-$250M in revenue and $4M-$35M in EBITDA through its core Private Equity strategy, and $40M-$400M with no EBITDA requirement through a Special Situations strategy. The firm states mandates across four sectors — Industrials, Consumer, Healthcare, and Business Services — but deployed capital is concentrated entirely in Healthcare through a single platform: Veridian Healthcare, acquired in July 2023 with co-investors HealthEdge Investment Partners and Advantage Capital Holdings. Operating partners Robert Friedberg (Veridian CEO) and John Aldridge (Veridian Chief Digital Health Officer) are embedded in portfolio leadership, reflecting UWG's hands-on, partnership-led investment model rather than a passive capital approach.

The firm's revenue model rests on private equity returns: management fees and carried interest from portfolio company ownership, with UWG Investment Partners LLC (a Delaware vehicle) raising $310,200 in an SEC-exempt offering with 10 investors in September 2023 as a disclosed fund structure. Veridian Healthcare has executed two bolt-on acquisitions to date — Zewa, Inc. in September 2024 (consumer telehealth and remote patient monitoring devices) and 180 Innovations, LLC in July 2025 (private-label health and beauty product manufacturing) — building a vertically integrated healthcare distribution and manufacturing platform around the original Veridian distributor. UWG's go-to-market is enterprise field sales: deals are sourced through professional networks and direct outreach, with Managing Partner Jacob Atkinson personally driving deal flow and inquiries routed via [email protected] and +1 202-681-8176. In January 2025, UWG was named to Inc. Magazine's 2024 Founder-Friendly Investors list, signaling its public positioning around founder-friendly, operationally engaged investing.

Name

United Western Group

Legal name

United Western LLC

Website

https://unitedwestern.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

United Western Group is a Washington, D.C.-based private equity firm that partners with founders and management teams to make majority investments in North American middle market companies ($20M-$250M revenue), with deployed capital concentrated in a healthcare distribution and manufacturing platform built around Veridian Healthcare, Zewa Medical Technologies, and 180 Innovations.

Ownership category

akta.pro rank

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Private Equity Investment Returns (Carried Interest): UWG generates returns through equity ownership in portfolio companies. As a private equity firm, they earn carried interest (a share of profits from successful portfolio company exits) in addition to management fees. The investment model targets middle market companies with $20M-$250M revenue (Private Equity) or $40M-$400M revenue (Special Situations), with a focus on organic growth first and targeted add-on acquisitions to build enterprise value over a flexible time horizon before exit.
2. Investment Fund Management (UWG Investment Partners LLC): UWG Investment Partners LLC, a Delaware corporation affiliated with United Western Group, raised $310,200 in an SEC-exempt securities offering with 10 investors, suggesting a smaller fund vehicle alongside the main PE operations.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

United Western Group is a private equity investment firm that takes majority stakes in profitable, scalable middle market companies across four sectors (Industrials, Consumer, Healthcare, and Business Services). The firm partners with founders and management teams to provide growth capital, shareholder liquidity, hands-on operational support, and acquisition capacity for add-on deals. Current active portfolio is concentrated in healthcare through Veridian Healthcare (in-home diagnostics distribution), Zewa Medical Technologies (telehealth and RPM devices), and 180 Innovations (private-label medical devices).

Product overview

United Western Group is a private equity firm, not a product company. Its core offering is private equity investment and partnership with management teams across four sectors: Industrials, Consumer, Healthcare, and Business Services. The firm manages a portfolio of three healthcare-related companies: Veridian Healthcare (in-home diagnostics and pain relief products distributor), Zewa Medical Technologies (telehealth and remote patient monitoring devices), and 180 Innovations (private-label health and beauty products manufacturer).

Differentiator

Problem solved

Functional benefit

Products and services

• Private Equity Investment Strategy Majority equity investments in profitable, scalable middle market companies across Industrials, Consumer, Healthcare, and Business Services sectors. Targets North American companies at an inflection point where a capital partner can unlock growth and provide shareholder liquidity. Transaction types include Growth Capital, Leveraged Buyout, Carveouts, Family Succession, and Management Buyout.
• Special Situations Investment Strategy Flexible-capital investment strategy for complex transactions (including turnarounds) targeting North American companies with $40M-$400M revenue. Designed for situations requiring non-standard capital solutions where conventional financing is unavailable.
• Veridian Healthcare Portfolio Platform UWG's primary portfolio platform: a nationally recognized distributor of in-home diagnostics and pain relief products headquartered in Gurnee, Illinois. Provides private-label manufacturing, brand development, and B2B wholesale and retail distribution across the United States, serving as the platform onto which Zewa Medical Technologies and 180 Innovations have been rolled up.

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Steve Bisulca (Founder & President, Veridian Healthcare)coreStrategic or Co-development Partner · 28 July 2023Steve Bisulca founded Veridian Healthcare in 2009 and continued as President and part-owner following UWG's acquisition in 2023. He is a key member of Veridian's management team and represents the founder/management partnership model that UWG employs — retaining equity and leadership while gaining access to UWG's capital and operational resources.
• Robert Friedberg (Operating Partner, UWG)coreStrategic or Co-development Partner · 28 July 2023Robert Friedberg is a UWG Operating Partner who undertook a key leadership role as Chief Executive Officer of Veridian Healthcare concurrent with UWG's acquisition. He brings vast experience leading healthcare delivery platforms including hospitals, health systems, physician practices, and ancillary services ranging from $50M to $1.3B in revenue.
• John Aldridge (Operating Partner, UWG)coreStrategic or Co-development Partner · 28 July 2023John Aldridge is a UWG Operating Partner who undertook the role of Chief Digital Health Officer at Veridian Healthcare concurrent with the acquisition. He expanded Veridian's capabilities in the digital health sector through deep experience in remote patient monitoring and healthcare IT, and subsequently led the acquisition of Zewa Medical Technologies.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Centre Partners: Lower middle market PE firm focused on healthcare and consumer companies. Direct peer in target revenue range, healthcare sector emphasis, and operationally-oriented partnership model.
• HealthEdge Investment Partners: Lower middle market PE firm focused on healthcare services, products, and technology. Direct peer and active co-investor with UWG on the Veridian Healthcare platform; comparable in size, sector focus, and target company profile.
• Advantage Capital Holdings: Lower middle market PE investor partnering with operating-focused sponsors. Direct co-investor on Veridian Healthcare with UWG; comparable in fund size, healthcare orientation, and partnership-led investment approach.
• Linden Capital Partners: Dedicated healthcare lower middle market PE firm. Direct peer in target company size, healthcare sector focus, and operational value-add approach; comparable investment criteria to UWG's healthcare platform strategy.
• Varsity Healthcare Partners: Lower middle market PE firm exclusively focused on founder-led healthcare businesses. Highly comparable to UWG in target profile, partnership model, and healthcare sector emphasis.
• Sentinel Capital Partners: Lower middle market PE firm partnering with founders and management teams across healthcare, industrials, and business services. Direct peer in target size, founder-friendly positioning, and multi-sector mandate.
• NMS Capital: Lower middle market PE firm with strong healthcare services and consumer health focus. Highly comparable to UWG in target company profile and operating-partner engagement model.
• Graham Partners: Industrial-focused middle market PE firm. Comparable to UWG's industrials vertical in target company size, manufacturing focus, and operational improvement orientation; sector narrower than UWG's broader mandate.

Broad incumbents

• Avista Capital Partners: Healthcare-focused middle market PE firm with a longer track record and broader AUM. Comparable target company profile (medical devices, healthcare services, consumer health) and operating-partner model, though typically invests at larger scale than UWG.
• Arsenal Capital Partners: Middle market PE firm investing across healthcare and industrials. Comparable to UWG in multi-sector mandate, operating partner approach, and middle-market target company size, though with materially larger AUM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/unitedwestern

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about United Western Group