Effectivate
Effectivate is an AI-powered cognitive training platform for adults 55+ that delivers adaptive, game-based brain exercises via web and mobile, sold as monthly and annual subscriptions, with secondary clinical deployment across Israeli hospitals and occupational therapy clinics.
- Company typePrivate
- Founded2018
- HeadquartersTel Aviv, Israel
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Effectivate does
Effectivate is an AI-powered, personalized cognitive-training platform targeting adults aged 55 and older who want to maintain and improve memory, attention, processing speed, and other cognitive functions. The web- and mobile-based product (iOS and Android) delivers game-based brain exercises across multiple cognitive domains — working memory, spatial attention, semantic memory, executive attention, connectivity, and information processing — with an adaptive difficulty engine that dynamically adjusts to each user's performance and produces detailed session-by-session progress reports. After 10 completed trainings, users unlock the Body&Mind add-on, which provides live online yoga, pilates, and Feldenkrais classes via Zoom.
The company operates on a subscription model with monthly and annual plans sold directly through its Hebrew (effectivate.co.il) and English (effectivate.com) websites, supplemented by a free trial funnel. A secondary B2B channel routes usage through physicians, occupational therapists, and Israeli medical centers including Sheba, Ichilov, Rabin, Wolfson, and Barzilai, where the platform supports cognitive rehabilitation programs. Scientific validation rests on a peer-reviewed study led by Prof. Boaz Ben-David of Reichman University, published at the end of 2023, demonstrating far-transfer cognitive improvements; Effectivate has also been recognized by the AARP AgeTech Collaborative in 2025.
Effectivate is a privately held company founded in Israel and headquartered at Kaufman 2, Tel Aviv, with a 1–10 employee base. The platform was developed by UpNext and has no disclosed institutional funding or parent entity. Distribution is primarily direct-to-consumer, with growing clinical-channel adoption in Israel and early US-market visibility through AARP-affiliated programs.
Effectivate firmographics
Firmographics- Name
- Effectivate
- Legal name
- Effectivate
- Website
- https://effectivate.org
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Effectivate is an AI-powered cognitive training platform for adults 55+ that delivers adaptive, game-based brain exercises via web and mobile, sold as monthly and annual subscriptions, with secondary clinical deployment across Israeli hospitals and occupational therapy clinics.
- Ownership category
- akta.pro rank
Effectivate industry classification
Industry- Product category
- Cognitive Training Software
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Cognitive Stimulation & Reminiscence Therapy (Non-Clinical) (HSABAEAH)
- akta.pro secondary industries
- Special Needs Skill-Building & Therapy Learning Apps (Autism, OT/PT, Life Skills) (EDAFAKAJ), Senior & Active Aging Personal Training (HSADAAAI)
Keywords
Where Effectivate is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Effectivate business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription-based Cognitive Training: Effectivate generates revenue through subscription-based access to its cognitive training platform. The company offers two subscription tiers: a monthly plan and an annual plan, providing flexibility for users to choose the duration that suits their needs. Users can access the core training program, performance reports, and after 10 sessions, the Body&Mind physical exercise program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription plan for cognitive training access |
| Subscription | Annual | Annual subscription plan for cognitive training access |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Effectivate product offering
Product offeringCore offering
Effectivate provides an AI-powered, personalized cognitive training platform for adults aged 55 and older, delivered via web and mobile apps. The platform adapts exercise difficulty in real time to each user's performance to train memory, attention, and other cognitive domains, and includes progress tracking, clinician-facing dashboards, and an add-on Body&Mind wellness program.
Product overview
Effectivate is a single unified SaaS platform offering AI-powered personalized cognitive training for adults aged 55+. The core product is the Effectivate cognitive training platform (accessible via web and mobile apps), which provides game-based brain exercises with AI-driven adaptive difficulty. The platform includes the Effectivate Body&Mind add-on program offering live physical wellness classes (yoga, pilates, Feldenkrais) via Zoom, unlocked after completing initial training sessions. Users subscribe to monthly or annual subscription plans to access the complete platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Effectivate Cognitive Training Platform AI-powered, personalized cognitive training platform delivered via web for adults aged 55+. Adapts exercise difficulty in real time to user performance across memory, attention, and other cognitive domains, with progress tracking and clinician-facing dashboards.
- Effectivate Mobile App Native iOS and Android application delivering the Effectivate cognitive training experience to mobile devices, targeting adults aged 55+ who prefer smartphone or tablet access.
Quantifiable outcome
- Improvement in working memory, face recognition, attention focus, reaction time, and attention management over 10 months of training
- +1 more outcomes
Companies that use Effectivate
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles2 records
Effectivate technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature5 records
Effectivate partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, minor and flagship.
- Sheba Medical CentercoreLeading Israeli medical center utilizing Effectivate's cognitive training platform for patient cognitive rehabilitation and brain health programs.
- Ichilov Hospital (Sourasky Medical Center)coreMajor Israeli hospital partner using Effectivate's platform for cognitive training programs as part of patient care.
- Rabin Medical CentercoreProminent Israeli medical center utilizing Effectivate's cognitive training solutions for brain health applications.
- Wolfson Medical CentercoreIsraeli hospital partner using Effectivate's platform for cognitive health programs.
- Barzilai Medical CentercoreIsraeli medical center utilizing Effectivate's cognitive training platform.
- Occupational Therapy Clinics in IsraelcoreLeading occupational therapy clinics in Israel use Effectivate as a tool for cognitive rehabilitation, with therapists able to customize difficulty levels and track patient progress.
- Reichman UniversitycoreAcademic research partnership led by Prof. Boaz Ben-David from Reichman University. Published peer-reviewed research demonstrating Effectivate's effectiveness in producing far transfer cognitive improvements.
- Bar Ilan UniversityminorAcademic partnership for research collaborations in cognitive science and brain health.
- Hebrew University of JerusalemminorAcademic partnership for research collaborations in cognitive science and brain health.
- Tel Aviv UniversityminorAcademic partnership for research collaborations in cognitive science and brain health.
- AARP AgeTech CollaborativeflagshipEffectivate was spotlighted as one of six startups in the AARP AgeTech Collaborative during Alzheimer's & Brain Awareness Month, gaining visibility and credibility in the AgeTech ecosystem.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Effectivate competitors and assessment
Company assessmentEmerging players
- Akili Interactive: Akili Interactive is a prescription digital therapeutic for cognitive dysfunction (marketed under EndeavorRx for ADHD). It represents the digital therapeutics trajectory Effectivate could pursue in cognitive rehabilitation, with FDA-cleared claims as a benchmark.
- Brain.fm: Brain.fm provides AI-generated audio for focus, sleep, and relaxation. While not a cognitive training product, it competes for the same older-adult wellness subscription wallet share and represents an adjacent AgeTech offering.
- Mindspark (by EASe): Mindspark offers gamified cognitive and emotional regulation exercises. While it targets a broader audience including children, it intersects with Effectivate in the digital cognitive training space with similar adaptive gameplay.
Direct peers
- Elevate: Elevate is a brain-training app offering daily cognitive games with adaptive personalization. While its primary audience skews younger than Effectivate's 55+ focus, it competes in the same consumer subscription cognitive training category.
- NeuroNation: NeuroNation offers science-based brain training with personalized exercise programs for memory and attention. It targets the same general cognitive wellness segment as Effectivate, with a similar subscription model and adaptive difficulty approach.
- Lumosity: Lumosity is a consumer brain-training app offering game-based cognitive exercises across memory, attention, and flexibility. It competes directly with Effectivate for the same adult self-improvement segment with a similar subscription-based, self-serve model.
- Constant Therapy: Constant Therapy provides digital cognitive, speech, and language therapy used by clinicians and patients for rehabilitation. It overlaps with Effectivate's B2B clinical channel and cognitive rehabilitation use case, particularly in medical center and OT clinic settings.
- Posit Science (BrainHQ): Posit Science offers BrainHQ, a clinically validated cognitive training platform with adaptive exercises for older adults. It is the most direct competitor to Effectivate, sharing the same target demographic (55+), subscription model, and emphasis on evidence-based efficacy.
- CogniFit: CogniFit provides personalized cognitive training and assessment tools for both consumers and healthcare professionals. It is comparable to Effectivate in serving the 55+ wellness market while also pursuing a clinical/professional channel.
- HappyNeuron (by Scientific Brain Training): HappyNeuron provides scientifically-designed brain training exercises with both consumer and professional editions. It is comparable to Effectivate in offering structured cognitive training programs and clinical/professional tools for cognitive rehabilitation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Effectivate social profiles
Digital presenceEffectivate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Effectivate leadership team
Management profileNumber of profiles
Profiles1 record
Effectivate funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Effectivate 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 Effectivate
What does Effectivate do?
Effectivate provides an AI-powered, personalized cognitive training platform for adults aged 55 and older, delivered via web and mobile apps. The platform adapts exercise difficulty in real time to each user's performance to train memory, attention, and other cognitive domains, and includes progress tracking, clinician-facing dashboards, and an add-on Body&Mind wellness program.
Is Effectivate a public or private company?
Effectivate is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Effectivate founded?
Effectivate was founded in 2018. It employs 1 to 10 people.
Where is Effectivate based?
Effectivate is headquartered in Tel Aviv, Israel, in the Middle East region.
How does Effectivate make money?
One revenue line is on record: subscription-based Cognitive Training.
Who are Effectivate's main competitors?
Emerging players on record are Akili Interactive, Brain.fm and Mindspark (by EASe). Direct peers are Elevate, NeuroNation, Lumosity, Constant Therapy, Posit Science (BrainHQ), CogniFit and HappyNeuron (by Scientific Brain Training).
Does Effectivate have an API?
No public API is recorded for Effectivate.
What industry is Effectivate in?
Effectivate's product category is Cognitive Training Software. Its primary akta.pro industry code is HSABAEAH, Cognitive Stimulation & Reminiscence Therapy (Non-Clinical), with a secondary code of EDAFAKAJ, Special Needs Skill-Building & Therapy Learning Apps (Autism, OT/PT, Life Skills). Its NAICS code is 624120 and its SIC code is 7372.