About us

Irina Tanenbaum



As CEO, Irina Tanenbaum is driven personally and professionally by the HomeoLux mission. Irina helped establish the health and technology company with the same ambition to join in the battle against cognitive decline and bring hope to families struggling with Alzheimer’s disease and other dementias.

Prior to joining HomeoLux, Irina spent 15 years leading investment research and due diligence for institutional investors. Irina ran investment research at a FinTech startup, which propelled her into the world of entrepreneurship. Irina founded her own consulting firm, cultivating growth for seed-stage companies. Irina has worked with FinTech, MedTech, life sciences, consumer, and social media companies.

Irina holds a BS in finance from Rutgers University School of Business and an MBA from the Stern School of Business, New York University. She is passionate about providing education and growth opportunities to low-income communities and has volunteered for iMentor and Upwardly Global.


Wendy Bronfin

Chief Product and Marketing Officer


As Chief Product and Marketing Officer, Wendy Bronfin brings deep knowledge and passion for technology-based products rooted in education and health for all ages, from children to the elderly. As a mother and caregiver for a parent with cognitive decline, Wendy shares in HomeoLux’s determination to fight Alzheimer’s disease as a global health crisis.

Immersed in the global startup ecosystem, Wendy recently led product and marketing at Techstars, the worldwide network helping entrepreneurs succeed. She is an executive consultant to leading HealthTech, EdTech, and Smart Home companies creating new product and platform strategies for smart homes, and the future of wellness.

Wendy is a former CEO of CreatorBox, a technology-toy startup, SVP Consumer Products & Marketing at Houghton Mifflin Harcourt and served as GM of NOOK Kids for Barnes & Noble where she led the innovation of the family digital book business.

Wendy holds a BS from Lehigh University, Bethlehem, PA. She is on the Board of Camelback Ventures, and is a founding partner of The Mothers’ Day Movement.

Veronica Price

Chief Knowledge Officer


As Chief Knowledge Officer Veronica Price oversees knowledge management for HomeoLux ensuring that the company effectively leverages current and emerging research and resources. Veronica also shares the company’s motivation to battle cognitive decline as a caregiver of a loved one with Alzheimer’s disease.

Veronica brings to HomeoLux an education in neurobiology and 20+ years of diverse business experience in start-ups, corporations, and nonprofits. Prior to HomeoLux, Veronica has focused on entrepreneur training, program pilots, and developing new markets, as well as advising organizations on innovation strategy. A serial entrepreneur in her own right, Veronica ran a successful business for more than 10 years.

Veronica holds a Bachelor’s of Science from Binghamton University focusing on the biology of behavior, perception, and memory.

Liza McAtavey

Director of Finance


Liza has more than 10 years experience as a strategic capital decision-maker for leading investment managers and global corporations.

Before joining Homeolux, Liza was an investment analyst at foundations and endowments including Trinity Church, SUNY Stony Brook, and The Juilliard School. Prior to that, she managed a $100M+ strategic investment portfolio at Amex. Liza began her career as a corporate loan officer at Raiffeisenbank.

Liza holds an MBA from Fordham University, with a concentration in finance and accounting. She is passionate about helping disadvantaged groups find empowerment through economic opportunity and has mentored immigrant-owned businesses as a volunteer for Net Impact.

Kim Gobbi

Vice President, Demand Generation


Kim brings nearly two decades of expertise in developing and implementing strategic marketing campaigns that support revenue growth. Her background includes heading operations at the agency level as well as directing hyper-focused expansion across an array of marketing channels. Kim’s analytical prowess drives our strategic planning by analyzing trend data and customer engagement.

As head of demand generation, Kim leads Homeolux’s digital engagement from education to purchase. Her passion for delivering information through contextual search and applicable content has helped HomeoLux advance its ongoing mission of hope and help. The mother of three grown children, Kim also cares for her aging parents, like so many in the “sandwiched” generation.

Michael Amato

Marketing Director, E-Commerce


Michael leverages his degree in finance and business management along with more than 15 years of e-commerce marketing experience to help brands achieve compounding growth. As the owner of New England Automation, a marketing and growth agency, he has helped numerous businesses in various industries achieve and sustain exponential revenue and profit growth.

A lifelong entrepreneur, Michael brings a thoroughly tested synergistic approach to digital marketing and growth strategy.

As Marketing Director, E-Commerce at Homeolux, Michael leads all paid advertising efforts to increase sales exponentially while delivering Homeolux’s message of hope and help for families battling cognitive decline.

Michael’s passion for growing impact-based businesses is closely aligned with Homeolux’s mission to fight Alzheimer’s and champion brain health and wellness.

Ale Antoncik-Narcisse

Assistant Director of Operations


Ale is placed at a unique intersection of operations, marketing, project management, and creativity. She has worked with tech, wellness, and fashion startups as well as established advertising companies including McCann Erickson and Foote, Cone & Belding. Ale brings this diverse experience as well as grit and an obsession with execution to her role as Assistant Director of Operations of HomeoLux.

Ale’s work in advertising has earned her a Cannes Lions award for campaign effectiveness. She holds an MBA from Vilnius Gediminas Technical University. She is passionate about photography and enjoys learning about non-invasive holistic treatments.


Terry Moore, Chairman



Terry co-founded HomeoLux following 30+ years in management consulting focused on strategic marketing services to large corporations, including ConAgra, Ameritech, and H.J. Heinz. In 1994, Terry established Water Treatment Warehouse, providing ecologically safe chemicals to water treatment facilities.

Terry has been a speaker at the United Nations and Columbia University, and his TED Talks have garnered ten million views and are in the top 20 most translated talks in the world. Extending his global impact, Terry sits on the boards of TEDx and the Columbia University Center for Radiological Research. He is also an advisor, investor and mentor to HealthTech and BioTech companies impacting innovation in public health.

Terry founded The Radius Foundation to pursue his interest in multiple ways of knowing, as it has been his life-long belief that first-rate thinkers are too often limited by their conceptual paradigms. The foundation is a forum for creative dialogue among different views.

Terry is a graduate of Ohio University where he earned a Bachelor of General Studies (BGS) degree.


Amy Baxter, MD



Dr. Baxter is Founder and CEO of MMJ Labs Pain Relief, whose missions are to eliminate unnecessary pain and uncouple pain from fear. She invented VibraCool® to treat tendinitis and decrease opioid use, and her Buzzy® device has been used by over a quarter million people to control needle pain.

As a double boarded pediatric emergency physician, Dr. Baxter founded and directed PEMA Emergency Research, Scottish Rite, Children’s Healthcare of Atlanta. After graduating from Yale University and Emory University School of Medicine, she completed a pediatrics residency, child abuse fellowship, and emergency pediatrics fellowship. Dr. Baxter is known for creating and validating the BARF nausea scale for children with cancer, and holds patents on FDA 510K cleared MDEA-Winning Buzzy® physiologic pain blocker, VibraCool® Massaging Ice Therapy and DistrACTION® cards.

National speaking venues include Exponential Medicine, AARP Life at 50+, and TEDMED. She has been named a 2017 Healthcare Transformer, Wall Street Journal “Idea Person”, Most Innovative CEO of the Year by GA Bio, a Top 10 Disruptors in Medical Tech, and “Top Women in Tech to Watch” by Inc.

Arturas Vaitaitis



Art is the inventor of MonBaby, Chief Technical Officer of Cantor startup and founder of MonDevices, where he currently directs all technological development. Past experience includes oversight of firm-wide technology for BGC Partners, where he served as Global Enterprise Architect Vice President. Art holds a Ph.D. in Experimental Physics from Columbia University, as well as a patent in the IT industry and over 50 scientific publications.

Katya Sverdlov



Katya founded the Law Offices of Katya Sverdlov, where her practice focuses on estate planning, probate and estate administration, Medicaid planning, elder law, and business succession matters. Prior to starting her own firm, she worked for two prominent law firms representing clients with a range of issues. Katya is also a Chartered Financial Analyst (CFA®), and spent twelve years working for several top Wall Street financial companies with a focus on investment banking and securities industries. Katya holds a Bachelor of Science degree in Economics from Cornell University. She earned her J.D. from the Brooklyn Law School.

Max Signaevsky, MD



Dr. Signaevsky’s research interests in Neuroscience focus on developing an Artificial Intelligence/Machine Learning platform for diagnosis and quantification of neurodegenerative disease as well as developing an interface between the brain, its neural network, and computing devices.

Dr. Signaevsky has received his medical (MD) and research (Ph.D.) training in Russia and The Netherlands and moved to North America to pursue his life-long goals of solving fundamental medical problems. His first foray into the clinical research involved exploratory projects in cancer research, which led to a series of papers and patents. Later, Dr. Signaevsky successfully completed a five-year neuropathology residency at the University of British Columbia. It was followed by a fellowship in neurodegenerative diseases, and subsequently, by a fellowship in Brain Banking at the Icahn School of Medicine at Mount Sinai in New York, NY.

Dr. Signaevsky is also a recipient of a NIH/NIA Career Development in the Neuropathology of AD Award. He has co-founded NeuroSilica, Inc. in 2015, to lead the R&D of brain-computer interface.