RethinkFirst

What RethinkFirst does

RethinkFirst (legal entity: Rethink Autism, Inc.) is a cloud-based behavioral health technology company founded in 2007 and headquartered in New York. The company operates a multi-vertical platform organized into four sub-brands: RethinkCare delivers employer-facing neurodiversity, disability, and caregiver support; RethinkEd provides K-12 districts and educators with social-emotional learning, behavioral health, and MTSS tools; RethinkBH (Rethink Behavioral Health) offers an integrated EHR, scheduling, billing, and practice management platform for Applied Behavior Analysis (ABA) therapy organizations; and RethinkFutures serves health plans with payor-side analytics and AI-driven ABA clinical decision support. A unified AI layer — including Session Note AI (automated clinical documentation), AI Dashboard (real-time operational and compliance intelligence), BillAI (agentic AI billing with touchless claims processing), and TheraDriver (intelligent scheduling) — sits atop the platform and is trained on what the company describes as the largest published ASD dataset, comprising 650M+ clinical progress data points, with claimed prediction accuracy of 99%.

The business model is enterprise B2B SaaS with quote-based annual subscriptions. Go-to-market is sales-led, with a dedicated SVP of Enterprise Sales and separate VP-level sales leaders for each business unit, supplemented by channel/consultant partnerships and direct website lead capture. The company serves a diversified customer base spanning 31 of the Fortune 100, 8 of the 8 largest U.S. school districts, 800+ K-12 districts, 1,100 clinical practices, 96,000+ individual behavioral health providers, and 190+ countries, with 11M+ lives supported globally. Revenue mechanics are subscription-recurring across three primary business units plus the payor vertical, with no publicly disclosed pricing. Recent strategic activity has been aggressive: four acquisitions since 2021 (Whil, TotalABA, ABA Therapy Billing & Insurance, and Joshin), three major AI product launches in 2026, a full C-suite refresh (COO July 2025, CFO October 2025, CEO March 2026), and a 6th consecutive year on the Inc. 5000 with Deloitte Technology Fast 500 recognition in 2022.

Name

RethinkFirst

Legal name

Rethink Autism, Inc.

Website

https://rethinkfirst.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

RethinkFirst is a cloud-based behavioral health technology platform serving employers, K-12 school districts, ABA therapy providers, and health plans with AI-powered solutions including EHR (RethinkBH), employee support (RethinkCare), education tools (RethinkEd), and payor analytics (RethinkFutures).

Ownership category

akta.pro rank

Product category

Behavioral Health Technology / Autism Care Software

NAICS

Software Publishers (5132), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Behavioral Health & Psychiatry Virtual Care (Payer Network) (HLALACAC)

akta.pro secondary industry

Care Navigation, Advocacy & Benefits Guidance Platforms (HLALADAJ)

Keywords

• Behavioral health platform
• ABA therapy software
• Autism care solutions
• K-12 education technology
• Neurodiversity support

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Enterprise SaaS Subscriptions: Cloud-based treatment tools, training, and clinical support sold as enterprise subscriptions to employers, school districts, and behavioral health organizations. Pricing likely varies by organization size and module selection.
2. Multi-Unit Business Unit Model: Three distinct business units (RethinkCare for employers, RethinkEd for educators, RethinkBH for ABA providers) each generating subscription revenue with cross-selling opportunities across the platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

RethinkFirst provides a cloud-based behavioral health technology platform delivering AI-powered treatment tools, clinical documentation, scheduling, billing, and predictive analytics across four business units: RethinkCare (employer neurodiversity and caregiver support), RethinkEd (K-12 SEL and behavioral education), RethinkBH (EHR and practice management for ABA therapy providers), and RethinkFutures (health plan payor platform). The platform is sold as enterprise SaaS subscriptions to Fortune 100 employers, school districts, ABA practices, and health plans.

Product overview

RethinkFirst is a cloud-based behavioral health technology platform offering a multi-product ecosystem. The platform comprises four core sub-brands: RethinkCare (employer-facing neurodiversity and disability support platform), RethinkEd (K-12 education behavioral and social-emotional learning solutions), RethinkBH (EHR and practice management for ABA therapy providers), and RethinkFutures (health plan-centric platform for autism care optimization). These are supplemented by AI-powered add-on modules including Session Note AI (automated ABA documentation), AI Dashboard (real-time operational intelligence), and BillAI (intelligent billing with agentic AI). The company also acquired Joshin to enhance RethinkCare's neurodiversity offerings. The platform serves employers, educators, behavioral health providers, and health plans, integrating evidence-based protocols, workflow automation, and advanced data analytics across all solutions.

Differentiator

Problem solved

Functional benefit

Brands

• RethinkCare: Leading behavioral and mental health enterprise platform supporting working parents, caregivers, and families with neurodiversity and disability support
• RethinkEd
• Rethink Behavioral Health (RethinkBH)
• RethinkFutures
• Rethink Autism

Products and services

• RethinkCare Behavioral and mental health enterprise platform for employers, supporting working parents, caregivers, and their families with neurodiversity and disability support. Combines AI-powered guidance with expert human support to help employees navigate workplace and life challenges. Sold to enterprise employers and Fortune 100 companies.
• RethinkEd Award-winning K-12 education solutions empowering districts and educators to improve outcomes and wellness for all students. Connects academic, behavioral, and wellness data with evidence-based practices and embedded professional learning, supporting MTSS, SEL, and student behavioral health programs. Sold to K-12 school districts.
• Rethink Behavioral Health (RethinkBH) EHR and practice management solution designed for Applied Behavior Analysis (ABA) therapy providers. Fully integrated workflow automation and evidence-based clinical tools unify clinical workflows, scheduling, billing, and real-time AI-powered insights. Sold to ABA therapy organizations from startups to enterprise-level practices.
• RethinkFutures Payor-centric platform for health plans to optimize dosage and levels of autism care, streamline care management, activate and support caregivers, and improve provider networks. Features AI-driven ABA clinical decision support and outcome predictions. Sold to health insurers and managed care organizations.

Quantifiable outcome

• 119% ROI for employers, $2M NPV, payback in under 6 months (Forrester TEI study)
• +6 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• JoshincoreStrategic or Co-development Partner · 19 August 2025RethinkFirst acquired Joshin in August 2025 to enhance RethinkCare offerings and create a comprehensive platform for neurodiversity and disability support. The integration combines advanced technology with personalized services to streamline accommodations, boost productivity, and improve workplace resilience for neurodiverse individuals. This acquisition represents a significant strategic expansion of RethinkCare's capabilities.
• ABA Therapy Billing & InsurancecoreStrategic or Co-development Partner · 19 October 2023RethinkFirst acquired ABA Therapy Billing & Insurance in October 2023, welcoming ABA industry leader Michele Silcox-Beal as VP. This acquisition strengthened RethinkBH's revenue cycle management and billing capabilities for ABA therapy organizations.

Scale indicators16 records

Recent moves6 records

Expansion highlights7 records

Emerging players

• BetterUp: BetterUp provides enterprise coaching, mental health, and professional development services to large employers; it partially overlaps with RethinkCare's workplace resilience, caregiver support, and employee productivity use cases for Fortune 100 buyers.
• Quartet Health: Quartet Health is a value-based behavioral health platform connecting payors, providers, and patients; it is comparable to RethinkFutures as a payor-facing technology layer for behavioral health and autism care coordination, though with broader behavioral scope.
• Motivity: Motivity is an ABA data collection and analytics platform focused on clinical outcomes measurement for ABA therapy organizations, offering partial overlap with RethinkBH's AI Dashboard and RethinkFutures' predictive analytics capabilities in the ABA provider segment.

Direct peers

• CentralReach: CentralReach is a leading EHR and practice management platform purpose-built for ABA therapy providers, directly competing with RethinkFirst's RethinkBH product line across clinical documentation, scheduling, billing, and practice operations for ABA organizations of all sizes.
• Modern Health: Modern Health is a global mental health platform for employers and health plans offering therapy, coaching, and self-guided content; it directly competes with RethinkCare for enterprise neurodiversity, caregiver, and mental health benefits contracts.
• Lyra Health: Lyra Health is an enterprise mental health platform serving Fortune 100 employers with therapy, coaching, and medication services, directly competing with RethinkCare for employer benefits wallet share in the same neurodiversity and family-care categories.
• Spring Health: Spring Health provides precision mental health benefits to employers, combining assessments, therapy, coaching, and medication; it is a direct competitor to RethinkCare for employer-purchased behavioral health and family/neurodiversity support.
• Panorama Education: Panorama Education is a leading K-12 social-emotional learning, behavioral health, and student wellbeing platform serving school districts, directly comparable to RethinkEd's SEL, MTSS, and student mental health offerings for the same district buyers.

Broad incumbents

• Therapy Brands (Netsmart): Therapy Brands, now part of Netsmart, offers a broad behavioral health and ABA practice management suite that competes with RethinkBH; its wider portfolio across behavioral health, mental health, and human services makes it a broader incumbent rather than an ABA-pure-play specialist.
• Headspace Health: Headspace Health (the combined Headspace and Ginger entity) is a broad consumer and employer mental health platform with a much larger consumer footprint; it competes with RethinkCare on employer-purchased mental health benefits while also serving consumer and B2B2C channels outside RethinkFirst's focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Rethink_First
• YouTubeyoutube.com/c/RethinkFirst
• Facebookfacebook.com/rethinkautism
• LinkedInlinkedin.com/company/rethink-first

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries6 records

Funding overview

Funding rounds5 records

Investors5 records

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

M&A3 records

Investments

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

Frequently asked questions about RethinkFirst