VGM Group
VGM Group is a 100% employee-owned, diversified healthcare business services company operating 20+ divisions that deliver group purchasing, insurance, patient care coordination, compliance, fulfillment, and education services to 2,500+ independent HME providers across the U.S. and Canada.
- Company typePrivate
- Founded1986
- HeadquartersWaterloo, Canada
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What VGM Group does
VGM Group is a diversified business services company founded in 1986 by Van Miller in Waterloo, Iowa, and operating as a 100% employee-owned enterprise through an Employee Stock Ownership Plan (ESOP) since 2008. The company serves the post-acute healthcare industry—primarily independent home medical equipment (HME) providers—through more than 20 business divisions spanning group purchasing, HME-specific insurance, patient care coordination, compliance and audit services, fulfillment logistics, professional education, web design, and marketing. Its largest unit, HOMELINK, coordinates DMEPOS (durable medical equipment, prosthetics, orthotics, and supplies) care for over 30 million patients annually with nearly 700 employee owners, while VGM Insurance has served the HME industry for 25+ years and the van Halem Group specializes in CMS audits, appeals, and competitive bidding navigation.
The company's revenue model combines recurring membership and subscription fees from its 2,500+ HME provider members, insurance premiums and brokerage commissions through VGM Insurance, managed-services revenue from HOMELINK's payer and community provider contracts, and professional services fees across compliance, audit, web design (VGM Forbin), retail science (VGM Retail), and training engagements. Distribution is sales-led via direct account management, the annual VGM Heartland Conference (1,000+ attendees), industry events such as Medtrade, association partnerships including AAHomecare, and grassroots legislative advocacy. VGM operates from a Waterloo, Iowa headquarters and additional offices in Dade City, Atlanta, Kansas City, Phoenix, and Toronto, with employee owners distributed across 41 states and Canada.
VGM's specialized divisions include U.S. Rehab (complex rehab technology with an exclusive license to the University of Pittsburgh Functional Mobility Assessment), People for Quality Care (Medicare beneficiary advocacy), Two Rivers Marketing, VGM Education, and Essentially Women (women's health member services, acquired 2015). The company was recognized as a Cognigy.AI Proactive AI Champion in 2026, has been ranked No. 4 Iowa Top Workplace in 2025 (previously No. 1 three times), and has earned six consecutive Cedar Valley Employer of Choice awards and four consecutive Best Place for Working Parents designations. Revenue is not publicly disclosed.
VGM Group firmographics
Firmographics- Name
- VGM Group
- Legal name
- VGM Group, Inc.
- Website
- https://vgmgroup.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- VGM Group is a 100% employee-owned, diversified healthcare business services company operating 20+ divisions that deliver group purchasing, insurance, patient care coordination, compliance, fulfillment, and education services to 2,500+ independent HME providers across the U.S. and Canada.
- Ownership category
- akta.pro rank
VGM Group industry classification
Industry- Product category
- Healthcare Business Services
- NAICS
- Ambulatory Health Care Services (621), Professional Organizations (81392)
- SIC
- Services-Membership Organizations (8600), Services-Health Services (8000), Services-Home Health Care Services (8082)
- akta.pro primary industry
- Post-Acute, Transitional Care & Readmissions Virtual Programs (Payer-Sponsored) (HLALACAG)
- akta.pro secondary industry
- Home Health Remote Patient Monitoring & Virtual Nursing Providers (HLAFAEAN)
Keywords
Where VGM Group is headquartered
LocationHeadquarters
- HQ city
- Waterloo
- HQ country
- Canada
- HQ region
- North America
Offices6 records
Markets served
VGM Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Group Purchasing / Membership Fees: VGM Group originally founded as VGM & Associates, a group purchasing organization for independent home medical equipment providers. Revenue is generated through membership fees and group purchasing arrangements with manufacturers and suppliers, serving more than 2,500 HME members.
- Insurance Services: VGM Insurance provides industry-specific insurance products and risk management services to HME providers. The division celebrated 25 years of serving the HME industry, offering coverage tailored to the home medical equipment sector.
- Patient Care Coordination (HOMELINK): HOMELINK, a division of VGM, serves payers and credentialed community-based providers of DMEPOS, coordinating care for over 30 million patients annually.
- Compliance, Audit & Appeals Services (The van Halem Group): The van Halem Group provides compliance, audits, appeals, and regulatory guidance services to HME providers navigating the complexities of CMS systems.
- Web Design and Marketing (VGM Forbin): VGM Forbin provides web design and marketing services to healthcare and other industry clients.
- Education & Training Programs: VGM provides educational conferences and training programs including the annual VGM Heartland Conference and U.S. Rehab training programs for complex rehab technology providers.
- Fulfillment Services (VGM Fulfillment): VGM Fulfillment provides logistics and fulfillment services supporting the supply chain needs of healthcare providers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Pricing is based on membership/service tier and provider size, determined through direct sales and account management conversations. |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
VGM Group product offering
Product offeringCore offering
VGM Group is a healthcare business services company that supports home medical equipment (HME) providers, complex rehab technology suppliers, and post-acute care businesses through more than a dozen specialized divisions. Its core offerings include group purchasing (VGM & Associates), patient care coordination (HOMELINK), commercial insurance (VGM Insurance), advocacy, education, marketing, and compliance/audit services, all designed to help independent providers operate profitably and remain compliant.
Product overview
VGM Group is a diversified post-acute healthcare services company operating as a platform of business units providing product distribution, patient care coordination, insurance, and business support services. The portfolio includes core divisions such as HOMELINK (patient care coordination serving 30M+ patients), VGM Insurance (HME industry insurance), VGM Fulfillment (logistics), and VGM Forbin (web design/marketing), along with specialized sub-brands including U.S. Rehab (complex rehab), The van Halem Group (compliance/audits), People for Quality Care (patient advocacy), VGM & Associates (group purchasing), VGM Retail (retail science), and VGM Education (training). The company serves healthcare providers ranging from independent businesses to global corporations.
Differentiator
Problem solved
Functional benefit
Brands
- HOMELINK: Patient care coordination and home medical equipment services division serving payers and credentialed community-based providers of DMEPOS.
- VGM Insurance
- VGM Fulfillment
- VGM Forbin
- U.S. Rehab
- People for Quality Care
- The van Halem Group
- VGM & Associates
- Two Rivers Marketing
Products and services
- VGM & Associates Group purchasing organization that negotiates pricing, contracts, and discounts on behalf of independent HME providers, giving members access to national-account pricing on supplies and services.
- HOMELINK Patient care coordination platform connecting patients, providers, and payers; simplifies the process of ordering home medical equipment and supplies and supports continuity of care through a national provider network.
- VGM Insurance Commercial insurance services for HME providers and related healthcare businesses, including product selection, agency relationships, and risk management support.
- U.S. Rehab Membership and support organization serving complex rehab technology (CRT) suppliers with payer relations, training, and industry advocacy.
- The van Halem Group Healthcare compliance and audit services firm providing pre- and post-payment audit support, appeals, and consulting to DMEPOS providers facing Medicare and payer audits.
- People for Quality Care Advocacy organization that raises awareness and lobbies for patient access to quality home medical equipment and complex rehab technology services.
- VGM Fulfillment Logistics and fulfillment services that distribute products on behalf of manufacturers and HME providers, supporting direct-to-patient shipping.
- VGM Forbin Web design, development, and digital marketing agency focused exclusively on the HME and post-acute care industries.
- Two Rivers Marketing Full-service marketing agency offering brand strategy, creative, digital, and media services to B2B clients across multiple industries.
- VGM Retail Retail consulting and retail science services that help HME providers convert cash sales, design showrooms, and operate as successful retail businesses.
- VGM Education Continuing education, certification, and training services for HME, CRT, and post-acute care professionals.
- VGM Advertising Industry advertising program that connects HME manufacturers with the provider market through print and digital channels including VGM's industry publications.
Quantifiable outcome
- 30 million+ patients served annually through HOMELINK patient care coordination
- +4 more outcomes
Companies that use VGM Group
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
VGM Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
VGM Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Owlet Baby CareflagshipVGM Group partnered as the inaugural employer for Owlet's new employer benefit program called 'Owlet for Orgs,' which enables companies to provide infant health monitoring devices to new and expecting parents at the workplace. The initiative aims to support pediatric wellness and enhance employee loyalty and retention. VGM, as an employee-owned company supporting working parents, serves as the first employer partner for this program.
- Essentially WomencoreVGM Group joined forces with Essentially Women, a nearly 20-year-old member service organization, to offer its services and programs to members of the organization. Essentially Women will continue to operate, with VGM providing expanded service offerings to the existing membership base.
- University of PittsburghcoreU.S. Rehab, a division of VGM Group, signed an exclusive license agreement with the University of Pittsburgh to allow its members to use the Functional Mobility Assessment (FMA) survey, which provides outcomes data about patients' ability to function with mobility devices. The FMA was 15 years in the making, developed by Mark Schmeler, Ph.D. and Margo Holm, Ph.D.
- American Association for Homecare (AAHomecare)coreVGM Group joined AAHomecare as a Bronze Level Corporate Partner to help strengthen access to care for Americans requiring home healthcare. The partnership enables VGM to work more closely with AAHomecare on legislative priorities and industry advocacy, leveraging VGM's grassroots network to engage providers and patients in the shared mission of improving home health care access.
- COPD FoundationcorePeople for Quality Care, an organization focused on educating Medicare beneficiaries about health policy changes and their rights, partnered with the COPD Foundation to help recruit patients to the COPD Patient-powered Research Network (PPRN). The alliance addresses the detrimental effects the competitive bidding program has on patient access to supplemental oxygen and lung-impaired individuals' quality of life.
- Community United Child Care CentersminorVGM Group partnered with Community United Child Care Centers to operate VGM's on-site child care center at its Waterloo headquarters, which opened in November 2023. The center addresses the shortage of childcare options in the Cedar Valley area for VGM employee owners.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
VGM Group competitors and assessment
Company assessmentDirect peers
- Vizient: Vizient is a healthcare GPO and performance services company serving hospitals, ambulatory care, and post-acute providers. It offers supply chain, clinical, and analytics services comparable to VGM's portfolio of GPO, education, and business service offerings.
- Apria Healthcare (Owens & Minor): Apria is a national HME provider specializing in home respiratory therapy, sleep apnea, and home medical equipment. As a major HME provider competing for the same patient populations that VGM's HOMELINK division coordinates care for, Apria is a direct comparable in the post-acute HME market.
- HealthTrust Performance Group: HealthTrust is a healthcare GPO serving hospitals, surgery centers, and post-acute providers with group purchasing, consulting, and workforce solutions. Comparable to VGM in GPO model and provider-services orientation, with overlap in supply chain and contracting services.
- Premier Inc. Premier is a healthcare performance improvement company with a major group purchasing organization (GPO) serving hospitals, health systems, and other providers. It is the closest publicly-traded analog to VGM's GPO model, though Premier serves the acute care side rather than post-acute HME.
Broad incumbents
- AdaptHealth Corp. AdaptHealth is one of the largest national HME providers, formed through aggressive consolidation of independent HME companies. It represents the type of large national player whose growth directly pressures VGM's independent HME member base and the long-term sustainability of the membership model.
- Owens & Minor: Owens & Minor is a major medical product distributor that acquired Apria Healthcare (a leading HME provider) in 2022. As a national HME/distribution incumbent, it competes with VGM's member HME providers for end-customer share, making it a structural peer in the post-acute market VGM serves.
- Cardinal Health: Cardinal Health is a major medical product distributor and healthcare services company serving hospitals, pharmacies, and post-acute providers. Its at-Home Solutions division serves HME providers with distribution and supply chain services comparable to VGM Fulfillment.
- Medline Industries: Medline is one of the largest privately-held medical supply manufacturers and distributors, serving hospitals, surgery centers, and home care providers. Its scale in medical distribution overlaps with VGM's group purchasing and fulfillment offerings to HME providers.
- McKesson Corporation: McKesson is a global medical distribution and healthcare services company, including significant HME and home health distribution. Comparable to VGM at the distribution and supply chain layer, though McKesson operates at substantially larger scale across multiple healthcare verticals.
Others
- AAHomecare (American Association for Homecare): AAHomecare is the national industry association for HME providers, of which VGM is a Bronze Corporate Partner. It represents the broader HME advocacy ecosystem that VGM supports and engages with through Government Relations, providing a useful peer benchmark for industry association dynamics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
VGM Group social profiles
Digital presenceVGM Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
VGM Group leadership team
Management profileNumber of profiles
Profiles9 records
VGM Group subsidiaries and ownership
Company hierarchySubsidiaries12 records
VGM Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VGM Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VGM Group
What does VGM Group do?
VGM Group is a healthcare business services company that supports home medical equipment (HME) providers, complex rehab technology suppliers, and post-acute care businesses through more than a dozen specialized divisions. Its core offerings include group purchasing (VGM & Associates), patient care coordination (HOMELINK), commercial insurance (VGM Insurance), advocacy, education, marketing, and compliance/audit services, all designed to help independent providers operate profitably and remain compliant.
Is VGM Group a public or private company?
VGM Group is a private company. It is classified as management employee owned and is currently operating.
When was VGM Group founded?
VGM Group was founded in 1986. It employs 1,001 to 5,000 people.
Where is VGM Group based?
VGM Group is headquartered in Waterloo, Canada, in the North America region.
How does VGM Group make money?
Seven revenue lines are on record. Group Purchasing / Membership Fees are the primary driver. The others are insurance Services, patient Care Coordination (HOMELINK), compliance, Audit & Appeals Services (The van Halem Group), web Design and Marketing (VGM Forbin), education & Training Programs and fulfillment Services (VGM Fulfillment).
Who are VGM Group's main competitors?
Direct peers on record are Vizient, Apria Healthcare (Owens & Minor), HealthTrust Performance Group and Premier Inc.. Broad incumbents are AdaptHealth Corp., Owens & Minor, Cardinal Health, Medline Industries and McKesson Corporation. AAHomecare (American Association for Homecare) is listed as an others.
Does VGM Group have an API?
No public API is recorded for VGM Group.
What industry is VGM Group in?
VGM Group's product category is Healthcare Business Services. Its primary akta.pro industry code is HLALACAG, Post-Acute, Transitional Care & Readmissions Virtual Programs (Payer-Sponsored), with a secondary code of HLAFAEAN, Home Health Remote Patient Monitoring & Virtual Nursing Providers. Its NAICS code is 621 and its SIC code is 8600.