What Understood does

Understood (legally Understood for All, Inc.) is a 501(c)(3) nonprofit charitable organization founded in 2014 and headquartered at 96 Morton Street in New York City. The organization provides free, expert-vetted digital resources and support for the 70 million Americans living with learning and thinking differences, including ADHD, dyslexia, dyscalculia, language disorders, and written expression disorder. Its core platform, Understood.org, is a web and mobile application offering articles, fact sheets, videos, podcasts, community groups, and AI-assisted tools, available in both English and Spanish. Understood reports reaching 20+ million people annually through its multi-channel content and community ecosystem.

The product portfolio is anchored by the core Understood.org platform and extends into specialized tools: 'Through My Eyes,' an immersive digital experience simulating the daily experiences of children with ADHD, dyslexia, and dyscalculia to build empathy; a mobile Behavior Tracker app using the ABC model; 'Take N.O.T.E.,' a structured observation tool for parents; 'Parent Coach,' an AI-enhanced beta tool that generates personalized parenting strategies in approximately three minutes; and 'ADHD Unstuck,' a free self-guided emotional regulation activity co-developed with Northwestern University's Lab for Scalable Mental Health. Content distribution spans nine branded podcast series (ADHD Aha!, In It, Hyperfocus, Minds at Work, Climbing the Walls, How'd You Get THAT Job?!, Sorry I Missed This, The Opportunity Gap, Everyone Gets a Juice Box), email newsletters, and an AI-powered 'Understood Assistant' chatbot.

Understood generates revenue exclusively through grants and donations rather than user fees, with documented major funding from the Oak Foundation ($757,000 in December 2023 for 'Through My Eyes') and the Bezos Courage & Civility Award ($5 million in 2025 directed by Kara Ball for STEM education). Its go-to-market motion is community-led, relying on content marketing, podcasts, social media (Facebook, Instagram, TikTok, LinkedIn, Pinterest, Threads), employer partnerships, and collaborations with institutions such as the American Academy of Pediatrics, Chan Zuckerberg Initiative, Unidos US, Northwestern University, and the Davos Neurodiversity Summit. The organization employs 11-50 staff and is led by a co-president leadership structure with a founder (Fred Poses) and executive team that includes Co-Presidents Jenny Wu and Nathan Friedman.

Name

Understood

Legal name

Understood for All, Inc.

Website

https://understood.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Understood is a 501(c)(3) nonprofit operating Understood.org, a free expert-vetted digital platform serving 70 million Americans with learning and thinking differences including ADHD, dyslexia, and dyscalculia. It reaches 20+ million people annually through articles, podcasts, AI tools, and immersive experiences targeted at parents, educators, women with ADHD, and employers.

Ownership category

akta.pro rank

Product category

Special Education Resources

NAICS

Educational Support Services (611710), Human Rights Organizations (813311), Other Individual and Family Services (624190)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Executive Functioning & Behavioral Support Tools (ADHD, SEL/Behavior Tracking, Routines) (EDAFAKAG)

akta.pro secondary industries

Assistive Reading & Writing Tools (Text-to-Speech, Speech-to-Text, OCR, Dyslexia Support) (EDAFAKAA), Dyslexia & Reading Intervention Programs (EDAMAJAI), AT for Reading, Writing & Learning (Literacy/Executive Function) Tools & Training (EDAKAIAC), Special Needs Skill-Building & Therapy Learning Apps (Autism, OT/PT, Life Skills) (EDAFAKAJ), Assistive Technology (AT) & Accessible Learning Tools (EDALAGAB)

Keywords

• Special education resources
• ADHD support services
• Dyslexia awareness resources
• Neurodiversity workplace programs
• Parenting skills training

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Grants: As a 501(c)(3) nonprofit charitable organization, Understood generates revenue through charitable donations and grants from foundations. The organization received a $757,000 grant from Oak Foundation and a $5 million grant as part of the Bezos Courage & Civility Award.
2. Foundation Grants: Project-specific funding from foundations such as Oak Foundation for digital resource development like 'Through My Eyes'.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Understood provides a free, expert-vetted digital platform offering resources, tools, podcasts, and community support for the 70 million Americans with learning and thinking differences such as ADHD, dyslexia, dyscalculia, language disorders, and written expression disorder. The organization delivers content across school, workplace, and life contexts through its website, mobile app, immersive experiences, AI-powered tools, and a multi-show podcast ecosystem.

Product overview

Understood operates as a comprehensive digital platform providing free, expert-vetted resources and support for the 70 million Americans with learning and thinking differences. The core platform (Understood.org) serves as the central hub, supported by distinct tools including Through My Eyes (an immersive digital experience for empathy-building), Behavior Tracker (mobile app for behavior logging), Take N.O.T.E. (parental observation tool), and Parent Coach (AI-enhanced strategy builder in beta). The company offers ADHD Unstuck as a self-guided emotional regulation tool developed with Northwestern University, along with extensive educational content through lessons for parents. Content delivery includes multiple branded podcasts (In It, ADHD Aha!, Hyperfocus, Minds at Work, Climbing the Walls, How'd You Get THAT Job?!, Everyone Gets a Juice Box) and newsletters. An AI-powered Understood Assistant provides conversational support. The portfolio is unified by its focus on neurodivergent individuals and their support networks across school, work, and life contexts.

Differentiator

Problem solved

Functional benefit

Brands

• Through My Eyes: An immersive digital platform that helps users experience firsthand the daily struggles of kids with ADHD, dyslexia, and dyscalculia to foster empathy and understanding.
• ADHD Unstuck
• Parent Coach
• Minds at Work

Products and services

• Understood.org The main digital platform providing free, expert-vetted resources and support for the 70 million people with learning and thinking differences in the United States. Features articles, tools, podcasts, and community resources covering ADHD, dyslexia, dyscalculia, language disorders, and written expression disorder in English and Spanish.
• Through My Eyes An immersive digital platform offering a firsthand look at the daily experiences of children with ADHD, dyslexia, and dyscalculia. Uses storytelling and social-emotional learning tools to foster understanding, empathy, and equitable outcomes through interactive simulation.
• Behavior Tracker Mobile app that allows parents to log their child's challenging behaviors, receive personalized insights and tips, and track progress over time using the ABC model of behavior tracking.
• Take N.O.T.E. A structured tool for parents to observe and document signs of learning and thinking differences in their children, helping them identify patterns and prepare for conversations with educators or healthcare providers.
• Parent Coach AI-enhanced coaching tool that generates personalized parenting strategies in approximately 3 minutes. Currently in beta, it helps families build strategies for managing emotions, school supports, and behavioral challenges.
• ADHD Unstuck Free self-guided activity designed specifically for women with ADHD to regulate emotions and combat seasonal mood declines. Developed in partnership with Northwestern University's Lab for Scalable Mental Health, the single-session intervention provides psychoeducation, mood experiments, and personalized action planning.
• Lessons for Parents Interactive lessons and activities that build parenting skills for navigating challenges associated with learning and thinking differences. Includes structured programs like ABCs of behavior tracking and validation strategies.
• Minds at Work Podcast Podcast exploring neurodiversity in the workplace and leadership, produced in collaboration with the Davos Neurodiversity Summit. Features conversations with leaders from organizations including Everway, Cornell University, and IBM about neurodiversity intersection with AI, workplace support, and education.
• Everyone Gets a Juice Box Podcast Ad-free video podcast hosted by Jessica Shaw, aimed at supporting parents of neurodivergent children by discussing challenges and creating a community for shared support. Available on all major listening platforms.
• Hyperfocus Podcast Podcast hosted by Rae Jacobson focusing on ADHD-related topics including diagnosis, treatment, brain science, and personal experiences. Features episodes on adult ADHD testing, sleep, genetics, and sensory issues.
• In It Podcast Podcast covering various topics related to learning and thinking differences, including language disorders, dyscalculia, dyslexia, and ADHD. Provides expert advice and personal stories for parents and individuals affected by these differences.
• ADHD Aha! Podcast Podcast featuring personal stories of individuals with ADHD, including episodes on feeling 'dumb,' being trans with ADHD, and other lived experiences.
• MissUnderstood Podcast Podcast targeting women with ADHD, featuring episodes on building confidence, connection, and hope. A study conducted with Torrens University Australia showed high trust and positive impact among listeners.
• How'd You Get THAT Job?! Podcast Podcast featuring conversations with professionals who have learning and thinking differences, exploring career paths, workplace disclosure, and professional success strategies.
• Climbing the Walls Podcast Podcast exploring the challenges and experiences of living with ADHD, featuring personal narratives and expert insights.
• Understood Assistant AI-powered chatbot accessible on the website that answers questions about differences like ADHD and dyslexia, providing conversational support and information retrieval for users navigating the platform.
• Newsletters Email newsletter offerings that deliver curated content, news, and resources about learning and thinking differences directly to subscribers.

Quantifiable outcome

• 78% of neurodivergent employees use AI at work vs 59% of neurotypical employees, with 56% saying AI availability increased confidence in applying for high-level roles
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core, major and minor.

• American Academy of PediatricscoreStrategic or Co-development PartnerFeatured partner organization collaborating on resources for children with learning and thinking differences.
• The Female QuotientcoreStrategic or Co-development PartnerPartner organization supporting workplace equality and neurodiversity initiatives.
• Unidos UScoreStrategic or Co-development PartnerPartner organization providing resources and support for Hispanic families navigating learning and thinking differences.
• Northwestern University Lab for Scalable Mental HealthmajorStrategic or Co-development PartnerAcademic partnership for the development of 'ADHD Unstuck', a free self-guided activity helping women with ADHD regulate emotions and combat seasonal mood declines.
• Davos Neurodiversity SummitcoreStrategic or Co-development PartnerCollaboration on a special season of the Minds at Work podcast exploring neuroinclusion in leadership and business at the 2026 World Economic Forum Annual Meeting in Davos.
• Torrens University AustraliaminorStrategic or Co-development PartnerAcademic partnership conducting research on how podcasts help women with ADHD build confidence, connection, and hope. Study surveyed listeners of 'ADHD Aha!' and 'MissUnderstood' podcasts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lexia Learning: Provider of structured literacy and reading-intervention programs for students with dyslexia and other reading difficulties. Comparable focus on literacy intervention, though Lexia is a paid edtech product while Understood provides free resources — partial overlap on audience and content.
• International Dyslexia Association (IDA): Nonprofit providing dyslexia education, advocacy, and resources to parents, educators, and individuals — directly comparable to Understood's dyslexia content, expert network, and free resource model. Both emphasize evidence-based literacy intervention.
• National Center for Learning Disabilities (NCLD): Nonprofit advocacy and resource organization for the 1 in 5 individuals with learning and attention issues — overlapping almost exactly with Understood's '70 million' mission. Comparable in audience (parents, educators, adults), advocacy focus, and free expert-vetted content model.
• Learning Ally: Nonprofit providing audiobooks and reading support specifically for students with dyslexia and other reading deficits. Directly comparable assistive-reading focus to Understood's literacy/dyslexia content and serves overlapping parent-and-educator audience.
• ADDitude Magazine / ADDitude Mag: ADHD-focused media and resource brand providing expert-vetted articles, webinars, and community support to parents and adults with ADHD. Closely comparable expert-reviewed free content model and target audience, though narrower topical focus (ADHD only).
• CHADD (Children and Adults with ADHD): National 501(c)(3) nonprofit providing education, advocacy, and support specifically for ADHD — directly comparable to Understood's ADHD-focused podcasts, Parent Coach, and ADHD Unstuck offerings. Both serve parents and adults navigating ADHD diagnosis, treatment, and workplace accommodations.
• Child Mind Institute: Nonprofit providing free expert resources on children's mental health and learning disorders — directly comparable free-content model, expert review process, and parent/educator audience. Both address co-occurring learning and mental-health challenges.

Emerging players

• Common Sense Media: Nonprofit providing expert-reviewed content for parents and educators on child development, media, and learning. Comparable in parent/educator audience, expert review model, and free content distribution, though with a different topical focus (media and screen time).
• Made by Dyslexia: Global dyslexia charity focused on changing perceptions and supporting dyslexic individuals, especially in workplace and school settings. Comparable content-and-advocacy focus on dyslexia specifically, with emerging employer-program initiatives that overlap with Understood's neurodiversity-at-work research.

Broad incumbents

• Understood (CHADD's ADHD-specific tools aside) — Khan Academy: Large-scale nonprofit free educational platform with massive reach across K-12 and adult learners. Comparable free-resource distribution model and AI-driven personalization (Khanmigo), though broader in scope than Understood's learning-difference specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/understood
• LinkedInlinkedin.com/company/6427959
• Instagraminstagram.com/understoodorg
• TikToktiktok.com/@understood.org
• Pinterestpinterest.com/understoodorg
• Xx.com/understoodorg

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Understood