Joe Aiello
White Horse Behavioral Health recently elected Joe Aiello, Co-Founder of Commercial Office Interiors LLC, to its Board of Directors. The appointment reflects the organization’s broader strategy to draw talent from outside traditional recovery and nonprofit sectors as it works to meet the complex needs of individuals and families affected by substance use disorder across New Hampshire.
Aiello joins White Horse at a moment when demand for behavioral health services continues to climb and the challenges facing those in recovery — from housing instability to co-occurring mental health issues and economic pressure — have grown more layered. To keep pace, White Horse has intentionally widened the aperture on board recruitment, seeking leaders whose backgrounds bring new tools, new networks, and new perspectives to the work.
“The services we provide and the challenges our clients face today don’t fit neatly into a single category, and neither should our board,” said Matthew Plache, Executive Director of White Horse. “We’re actively looking beyond the usual places for leadership — for entrepreneurs, community builders, and people with lived experience — all at the same table. Joe brings an energetic entrepreneurial dynamic to the Board that fits perfectly with our non-profit mission and our strategic growth trajectory.”
Aiello co-founded Commercial Office Interiors LLC in 2022 and has scaled the company from a closet-sized office in a Londonderry coworking space to a 6,800-square-foot facility in Hooksett, competing with much larger firms through what he describes as a relentless focus on efficiency and smart use of technology. He connected with White Horse in 2024 through the Goldman Sachs 10,000 Small Businesses intensive leadership development program, where he learned and worked alongside Plache.
On the board, Aiello plans to focus on operational optimization — evaluating the organization’s software infrastructure and identifying opportunities for automation and efficiencies. He has already prepared a detailed roadmap of potential improvements he believes can measurably impact the organization’s bottom line within 12 months.
“Organizations run on process, and software lets you structure process,” Aiello said. “Software can be a force multiplier if it’s used right. The goal is not to reduce headcount — it’s to equip people better so they can do more.”
His commitment to the mission is also personal. Through his work as an officer at LifeWay Church in Manchester — where the congregation now serves roughly 200 people weekly through a community breakfast ministry in one of the state’s most challenging neighborhoods — Aiello has seen the human cost of addiction firsthand. His own company employs an individual in long-term recovery, an experience he credited with deepening his understanding of the population served by White Horse.
“I see the need for it, and I see how important it is to have real resources for people trying to get back on their feet,” he said. “If White Horse is able to run more efficiently, then every dollar in charitable donations goes further.”Founded in Center Ossipee, New Hampshire, White Horse Recovery has grown from a small organization into a leading nonprofit with 28 employees across four locations in Northern New Hampshire, providing both mental health and substance use disorder services, regardless of ability to pay.
If you or someone you know is struggling, you are not alone. White Horse Recovery offers services for those ready to start their journey to recovery. For more information, call 603-651-1441, Ext. 1.