RethinkFirst
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).
- Company typePrivate
- Founded2007
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
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.
RethinkFirst firmographics
Firmographics- 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
RethinkFirst industry classification
Industry- 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
Where RethinkFirst is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
RethinkFirst business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription model - pricing varies by organization size and modules selected |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
RethinkFirst product offering
Product offeringCore 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
Companies that use RethinkFirst
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
RethinkFirst technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature6 records
RethinkFirst partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- JoshincoreRethinkFirst 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 & InsurancecoreRethinkFirst 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
RethinkFirst competitors and assessment
Company assessmentEmerging 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
RethinkFirst social profiles
Digital presenceRethinkFirst compliance and trust
Trust signalCompliance5 records
RethinkFirst financial estimates
Financial estimateRevenue estimate
Valuation estimate
RethinkFirst leadership team
Management profileNumber of profiles
Profiles12 records
RethinkFirst subsidiaries and ownership
Company hierarchySubsidiaries6 records
RethinkFirst funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RethinkFirst M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RethinkFirst
What does RethinkFirst do?
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.
Is RethinkFirst a public or private company?
RethinkFirst is a private company. It is classified as venture growth investor backed and is currently operating.
When was RethinkFirst founded?
RethinkFirst was founded in 2007. It employs 101 to 250 people.
Where is RethinkFirst based?
RethinkFirst is headquartered in New York, United States, in the North America region.
How does RethinkFirst make money?
Two revenue lines are on record. Enterprise SaaS Subscriptions are the primary driver. The others are multi-Unit Business Unit Model.
Who are RethinkFirst's main competitors?
Emerging players on record are BetterUp, Quartet Health and Motivity. Direct peers are CentralReach, Modern Health, Lyra Health, Spring Health and Panorama Education. Broad incumbents are Therapy Brands (Netsmart) and Headspace Health.
Does RethinkFirst have an API?
No public API is recorded for RethinkFirst.
What industry is RethinkFirst in?
RethinkFirst's product category is Behavioral Health Technology / Autism Care Software. Its primary akta.pro industry code is HLALACAC, Behavioral Health & Psychiatry Virtual Care (Payer Network), with a secondary code of HLALADAJ, Care Navigation, Advocacy & Benefits Guidance Platforms. Its NAICS code is 5132 and its SIC code is 7372.