RethinkCare
RethinkCare is a private health services company that delivers an employer-sponsored digital platform combining technology and human expertise to support neurodivergent employees, caregivers, and managers with everyday parental, personal well-being, and professional resilience needs.
- Company typePrivate
- Founded2007
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What RethinkCare does
RethinkCare is a New York-based private health services company that delivers an employer-sponsored benefit platform supporting neurodivergent employees, caregivers, managers, and HR/benefits leaders. Founded in 2007 and operating globally, the company positions itself as a connected support system combining digital technology with human expertise, addressing everyday neurodiversity, disability, and real-life complexity needs that fall between routine and crisis-level interventions.
The platform is structured around two core solutions, Parental Success and Professional Resilience, supplemented by feature modules including Engaged Neurodiverse Workforce, Certified Experts Mini-Courses, Parenting Consultations, Robust Analytics & Reporting, and Streamlined Setup, with Digital Content available as an add-on. Capabilities were expanded in 2026 through the acquisition of Joshin, which added expanded coaching and integrated human-plus-digital service delivery. The technology stack is not disclosed beyond its WordPress front end and use of HubSpot, Calendly, Google Analytics, and standard advertising cookies; no proprietary AI models, APIs, or SDKs are documented.
RethinkCare operates a B2B2C enterprise subscription model in which employers pay an annual, quote-based fee to provide the benefit to their workforce. Pricing is not publicly disclosed and scales with employee count. The go-to-market combines direct enterprise field sales targeting HR, benefits, and total rewards leaders with integration partnerships through benefits platforms Optum, Personify Health, Apree Health, and Limeade. Customer evidence includes Volvo as a named enterprise testimonial, and third-party Forrester Consulting analysis reporting 119% ROI, $2M net present value, and payback in under six months for a composite organization. Leadership is anchored by co-founder and CEO Daniel A. Etra.
RethinkCare firmographics
Firmographics- Name
- RethinkCare
- Legal name
- RethinkCare
- Website
- https://rethinkbenefits.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- RethinkCare is a private health services company that delivers an employer-sponsored digital platform combining technology and human expertise to support neurodivergent employees, caregivers, and managers with everyday parental, personal well-being, and professional resilience needs.
- Ownership category
- akta.pro rank
RethinkCare industry classification
Industry- Product category
- Employee Neurodiversity and Disability Support Platform
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Educational Support Services (611710), Individual and Family Services (6241)
- SIC
- Services-Prepackaged Software (7372), 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 industry
- Parent & Caregiver Training for LD/Dyslexia Support (EDAKAJAJ)
Keywords
Where RethinkCare is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
RethinkCare business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Enterprise Subscription (Employer-sponsored benefit): RethinkCare operates as an employer-sponsored benefit sold to organizations. The platform provides support services to employees, with the employer paying for access as part of their benefits package. This is a B2B2C model where organizations subscribe to provide support to their workforce.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise employer-sponsored benefit with organization-wide access |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
RethinkCare product offering
Product offeringCore offering
RethinkCare provides a connected support platform that combines digital technology with human expertise to deliver neurodiversity, disability, and real-life complexity support to employees and their families. The platform is sold as an employer-sponsored benefit, offering structured solutions for parental success, professional resilience, and engagement of neurodiverse workforces, augmented by certified-expert consultations, coaching, and analytics.
Product overview
RethinkCare is a unified platform combining technology and human expertise for neurodiversity, disability, and real-life complexity support. The platform is structured as a core system with integrated modules including Parental Success and Professional Resilience as primary solutions, enhanced by feature modules such as Engaged Neurodiverse Workforce, Certified Experts Mini-Courses, Parenting Consultations, Robust Analytics & Reporting, and Streamlined Setup. The platform also includes Digital Content as an add-on and was expanded through the acquisition of Joshin to strengthen neurodivergent and disabled community support capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Parental Success An employer-sponsored solution providing support for working parents and employees caring for children with neurodiversity, disability, or other complex needs, including consultations, coaching, and resources.
- Professional Resilience A workplace resilience solution delivered to employees, helping them manage stress, caregiving demands, and personal well-being as part of an employer's benefits program.
- Digital Content An add-on library of expanded behavioral health digital resources available to employers subscribing to RethinkCare's platform.
- Joshin (expanded coaching) Coaching service for neurodivergent and disabled employees and caregivers, absorbed into the RethinkCare platform following the strategic acquisition of Joshin.
Quantifiable outcome
- 119% ROI for employers
- +5 more outcomes
Companies that use RethinkCare
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles1 record
RethinkCare technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
RethinkCare partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- JoshincoreStrategic acquisition of Joshin enabling expanded coaching capabilities and integrated human and digital services for neurodivergent and disabled communities. This acquisition enhanced RethinkCare's platform with expert-led navigation, guided journeys, and coordinated everyday support.
- OptumcoreIntegration partnership for employer benefits ecosystem, providing neurodiversity and disability support as part of comprehensive employee benefits offerings.
- Personify HealthcoreIntegration partnership for behavioral health platform ecosystem, offering RethinkCare's neurodiversity support within Personify Health's comprehensive health platform.
- Apree HealthcoreIntegration partnership providing comprehensive health support through Apree Health's platform ecosystem.
- LimeadecoreIntegration partnership for employee engagement and wellness ecosystem, embedding neurodiversity support within Limeade's employee wellness offerings.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
RethinkCare competitors and assessment
Company assessmentDirect peers
- Lyra Health: Lyra Health sells an employer-sponsored mental health benefit platform combining digital tools with live therapy and coaching. It targets the same HR/benefits buyer with a comparable B2B2C subscription model, making it a direct competitor for mental health and well-being line items.
- Modern Health: Modern Health offers a global mental health platform for employers, blending self-service digital content with live coaching and therapy in 50+ languages. Its employer benefit positioning, global footprint, and coaching-led model overlap directly with RethinkCare's platform.
- Headspace Health: Headspace Health (including the former Ginger) provides mental health benefits through employers, combining a consumer content app with on-demand coaching and therapy. It competes for the same employee well-being line items and shares RethinkCare's digital-plus-human delivery model.
- Spring Health: Spring Health provides employer-paid mental health benefits that combine assessments, digital programs, and provider matching. It competes head-to-head with RethinkCare for HR benefit dollars, especially in supporting employees with anxiety, depression, and broader everyday needs.
- Calm Health: Calm Business sells employer-sponsored access to the Calm app and related well-being tools. It is a direct competitor for everyday mental wellness and resilience benefit budgets that HR leaders often weigh against specialized platforms like RethinkCare.
Emerging players
- Unmind: Unmind provides a workplace mental health platform with content, coaching, and therapy sold to employers. It is a smaller, EMEA-rooted competitor pursuing the same enterprise benefits buyer with overlapping coaching and digital content offerings.
- Spill: Spill offers workplace therapy, coaching, and mental health support on a per-employee subscription sold to employers. It overlaps with RethinkCare's coaching and everyday support positioning, particularly with SMB and mid-market HR buyers.
Broad incumbents
- Optum: Optum (UnitedHealth Group) operates one of the largest employer health, EAP, and behavioral health benefit businesses and is also a RethinkCare integration partner. It is a broad incumbent that competes for the same HR benefits spend while offering RethinkCare embedded distribution.
- Limeade: Limeade provides an employee experience and well-being platform sold to HR and benefits leaders. It competes in the same benefits category while simultaneously serving as a partner channel through which RethinkCare reaches enterprise customers.
- Personify Health: Personify Health (formerly Virgin Pulse) sells enterprise well-being, engagement, and benefits navigation platforms to employers. It overlaps with RethinkCare's benefits buyer while also acting as an integration partner that can route members into RethinkCare's specialty services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
RethinkCare social profiles
Digital presenceRethinkCare compliance and trust
Trust signalCompliance3 records
RethinkCare financial estimates
Financial estimateRevenue estimate
Valuation estimate
RethinkCare leadership team
Management profileNumber of profiles
Profiles1 record
RethinkCare subsidiaries and ownership
Company hierarchySubsidiaries1 record
RethinkCare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RethinkCare M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RethinkCare
What does RethinkCare do?
RethinkCare provides a connected support platform that combines digital technology with human expertise to deliver neurodiversity, disability, and real-life complexity support to employees and their families. The platform is sold as an employer-sponsored benefit, offering structured solutions for parental success, professional resilience, and engagement of neurodiverse workforces, augmented by certified-expert consultations, coaching, and analytics.
Is RethinkCare a public or private company?
RethinkCare is a private company. It is classified as unknown and is currently operating.
When was RethinkCare founded?
RethinkCare was founded in 2007. It employs 251 to 500 people.
Where is RethinkCare based?
RethinkCare is headquartered in New York, United States, in the North America region.
How does RethinkCare make money?
One revenue line is on record: enterprise Subscription (Employer-sponsored benefit).
Who are RethinkCare's main competitors?
Direct peers on record are Lyra Health, Modern Health, Headspace Health, Spring Health and Calm Health. Emerging players are Unmind and Spill. Broad incumbents are Optum, Limeade and Personify Health.
Does RethinkCare have an API?
No public API is recorded for RethinkCare.
What industry is RethinkCare in?
RethinkCare's product category is Employee Neurodiversity and Disability Support Platform. Its primary akta.pro industry code is EDAFAKAG, Executive Functioning & Behavioral Support Tools (ADHD, SEL/Behavior Tracking, Routines), with a secondary code of EDAKAJAJ, Parent & Caregiver Training for LD/Dyslexia Support. Its NAICS code is 624120 and its SIC code is 7372.