The reThink Group
The reThink Group created Orange, a faith-based curriculum and content platform serving more than 1,000 churches across preschool through high school ministry. The company sells age-segmented curriculum subscriptions, the APlay Apple TV streaming platform, the Parent Cue App, and supporting VBS, music, and training products, now operated by Amazing Life Foundation.
- Company typePrivate
- Founded1995
- HeadquartersAtlanta, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingSoftware
What The reThink Group does
The reThink Group is a private organization founded in 1995 (firmographics data also reference 2006) that created the Orange curriculum and brand, a faith-based family ministry strategy blending the influence of the church with the influence of the home for children from birth through high school. Its core products are four age-segmented curriculum lines — First Look (preschool), 252 Kids (elementary/preteen), XP3 Middle School, and XP3 High School — built on a proprietary Phase-based developmental framework grounded in child development research and organized around a multi-year Scope & Cycle teaching plan. Supporting technology includes the APlay Apple TV-native streaming platform, APlay View for volunteer preview, the Parent Cue App, and Parent+ (a church-branded customization tier). The 2025 launch of the Amazing+ bundle unified these offerings into a single 0-18 subscription.
Revenue is generated primarily through annual or multi-year curriculum subscriptions (tiered by church size), supplemented by one-time VBS kit sales (e.g., Kingdom Quest 2026 at $299 per kit), branded merchandise, books, and the $20/month Parent+ customization fee. Distribution combines direct consultative sales via assigned Orange Specialists, a Shopify-powered e-commerce storefront, self-serve free trials, and live event channels (Church Conference, Orange Tour). Customers include more than 1,000 churches globally across multiple denominations, with named accounts including The Potter's House and National Community Church. The Orange curriculum and brand were acquired in 2025 by Amazing Life Foundation, a 501(c)(3) Texas nonprofit, and Orange is now operated by that entity; The reThink Group remains a separate, unaffiliated organization headquartered in Cumming, Georgia. The business holds GuideStar Platinum Seal of Transparency and Charity Navigator 4-star ratings, and accepts donations to subsidize Orange Specialist staffing. No institutional investment, venture capital, or PE funding has been disclosed.
The reThink Group firmographics
Firmographics- Name
- The reThink Group
- Legal name
- The reThink Group
- Website
- https://thinkorange.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- The reThink Group created Orange, a faith-based curriculum and content platform serving more than 1,000 churches across preschool through high school ministry. The company sells age-segmented curriculum subscriptions, the APlay Apple TV streaming platform, the Parent Cue App, and supporting VBS, music, and training products, now operated by Amazing Life Foundation.
- Ownership category
- akta.pro rank
The reThink Group industry classification
Industry- Product category
- Church Ministry Curriculum
- NAICS
- Educational Support Services (611710)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK)
- akta.pro secondary industries
- Family Engagement & Parent-Facing Early Learning Content (EDAGACAJ), Family Engagement & Take-Home Learning Materials (Home Packs, Parent Guides) (EDACAJAL)
Keywords
Where The reThink Group is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The reThink Group business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Curriculum Subscriptions: Annual or multi-year subscription licensing for Orange curriculum across all life stages (First Look Preschool, 252 Kids, XP3 Middle School, XP3 High School). Subscriptions include digital downloads, media packages, teaching scripts, and access to the APlay platform. Subscription tiers are differentiated by church size and scope of use.
- VBS Kits & Merchandise: One-time purchase of Vacation Bible School kits (Kingdom Quest VBS 2026 priced at $299 regular, $269 international digital) and themed merchandise including yard signs, banners, apparel, student shirts, backpacks, and decorations sold through the Think Orange store.
- Books & Publications: Sale of books, ministry guides, and printed/published resources for church leaders, volunteers, and families through the Orange store.
- Amazing Kids Music: Sale of Orange-branded music albums and streaming access to original worship music for children's ministries through the store and streaming platforms.
- Parent Cue App Customization: Churches pay $20/month for the branded Parent Cue App Customization (Parent+) tier, which enables white-labeling, custom content, event management, and centralized parent communication.
- Donations & Charitable Support: As a 501(c)(3) nonprofit (Amazing Life Foundation), Orange accepts donations from individuals and organizations invested in the faith and futures of kids and teens, supplementing product revenue to fund free support services and Orange Specialist staffing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Parent Cue App Customization (Parent+) |
| One time/ perpetual license | Pay-as-you-go | Kingdom Quest VBS Kit (2026) |
| Subscription | Annual | Orange Curriculum Subscription |
| Unit Pricing | Pay-as-you-go | VBS Merchandise Add-ons |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
The reThink Group product offering
Product offeringCore offering
The reThink Group created the Orange curriculum and brand, providing age-appropriate faith-based curriculum from birth through high school (First Look Preschool, 252 Kids, XP3 Middle School, XP3 High School), supported by technology platforms including the APlay streaming service, Parent Cue App, and Parent+ family discipleship app. The company also delivers training events (Orange Conference, Orange Tour), Vacation Bible School kits (Kingdom Quest), music, books, and coaching via dedicated Orange Specialists to church ministry leaders.
Product overview
The reThink Group's Orange curriculum strategy (now part of Amazing Life) is a comprehensive 0-18 family ministry ecosystem organized around combining church and home influences. The core portfolio includes four age-specific curriculum products: First Look (preschool), 252 Kids (elementary), XP3 Middle School, and XP3 High School. These are supported by technology platforms including APlay (Apple TV streaming), APlay View (volunteer preview tool), Parent Cue App, and Parent+ (church-branded family app). Additional offerings encompass Orange VBS (Kingdom Quest 2026), Amazing Music (100+ songs), Orange Conference/Church Conference (annual training event), Orange Tour (traveling training), Amazing Leaders (leadership development), and personalized support through Orange Specialists. The platform follows a subscription model with add-ons for app customization and specialized training.
Differentiator
Problem solved
Functional benefit
Brands
- Orange Strategy: A ministry philosophy combining church (yellow) and home (red) to influence the faith of the next generation, implemented through curriculum, resources, and training.
- Orange Specialists
- Kingdom Quest VBS
- Amazing Leaders
- KidMin Collective
- APlay
- Parent+
- Parent Cue App
- APlay View
- Amazing Music
- Church Conference
- Amazing Students Ministry Podcast
- Rethinking Youth Ministry Podcast
Products and services
- First Look Preschool Curriculum Age-appropriate subscription curriculum for preschoolers (birth through pre-K) that teaches three core truths: God made me, God loves me, Jesus wants to be my friend forever. Delivered to churches for weekly children's ministry programming.
- 252 Kids Curriculum Comprehensive elementary curriculum for grades K through 5 that weaves together music, communicator scripts, small group discussions, video presentations, and creative activities. Teaches wisdom, faith, and friendship through three bottom lines: wise choices, trust God, treat others well.
- XP3 Middle School Curriculum Youth ministry curriculum for middle school students (6th-8th grade) designed to help preteens personalize and own their faith. Includes teaching videos, small group questions, social media content, and graphics.
- XP3 High School Curriculum Youth ministry curriculum for high school students (9th-12th grade) that helps teenagers deepen their faith and discover personal mission through weekly resources aligned with Orange scope and cycle.
- APlay Streaming Service Apple TV-native media player that delivers pre-loaded weekly curriculum playlists including large group visuals, worship music, and video content to churches. Includes Save to Device for offline access and unlimited organization admins for team management.
- Parent Cue App Free mobile app that delivers weekly Orange curriculum content to parents, including Bible story videos for preschool to preteen and daily devotionals for Kindergarten through 12th grade. Aligned with Orange curriculum scope and cycle.
- Parent+ Customizable church-branded family discipleship app that bridges the gap between Sunday and everyday faith. Includes weekly video lessons, conversation starters, devotionals, and family activities. Churches can white-label with their own name, colors, and logo.
- Orange VBS (Kingdom Quest) Vacation Bible School curriculum kit for 2026 featuring the Kingdom Quest theme, an epic journey helping kids discover God's Kingdom. Includes Bible storytelling, music, media, activities, leader gear, kid giveaways, d\u00e9cor, and signage.
- Amazing Music Collection of over 100 original worship songs for VBS and curriculum use, available on streaming platforms (Spotify, Apple Music) and APlay. Includes music for First Look and 252 curriculum.
- Amazing Leaders On-demand leadership development hub inside APlay with courses, conversations, and audio content from ministry voices. Features Watch Party format for team training, Leadership Track for developing leaders, and Commute Mode for audio learning. Includes KidMin Collective for children's ministry leadership.
- Orange Conference / Church Conference Annual three-day training event (now called Church Conference) designed to equip and inspire ministry leaders. Features keynotes, workshops, and networking for kids and youth ministry leaders. Scheduled for April 28-30, 2026 in Dallas, Texas.
- Orange Tour Traveling training event that brings volunteer training to cities across the country, allowing churches to bring teams for in-person training experiences.
Quantifiable outcome
- 49% of the fastest growing churches use Orange
- +2 more outcomes
Companies that use The reThink Group
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles3 records
The reThink Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
The reThink Group partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights4 records
The reThink Group competitors and assessment
Company assessmentDirect peers
- Group Publishing: Group is one of the largest direct competitors to Orange in children's ministry curriculum and Vacation Bible School kits, serving US churches with age-graded curriculum, VBS programs, and events — the closest like-for-like peer in the church curriculum category.
- David C Cook: David C Cook publishes church curriculum lines (including 252 Kids and XP3) and runs evangelical training events, with overlapping product, audience, and sales motion to Orange in the US church curriculum market.
- D6 Family Ministry (Randall House): D6 is a widely used church-based family ministry curriculum and conference system that competes head-to-head with Orange's Phase-based family ministry strategy for the same church customer base.
- Gospel Light: Gospel Light publishes children's and student ministry curriculum for churches with similar age-graded lesson content, VBS programs, and Sunday school materials, making it a directly comparable peer in the church publishing space.
- Sparkhouse (Augsburg Fortress): Sparkhouse delivers Sunday school and family ministry curriculum to churches (with stronger mainline/Lutheran lean), directly overlapping with Orange's curriculum, age-graded content, and digital delivery model.
Broad incumbents
- LifeWay Christian Resources: LifeWay is a large, established Southern Baptist publisher and church resource provider offering curriculum, VBS, events, and books at broader scale than Orange, with overlapping product lines and customer segments.
- Concordia Publishing House: Concordia is a major denominational publisher (LCMS) producing Sunday school curriculum, VBS, and family ministry resources that overlap with Orange's age-graded curriculum and parent engagement content.
Regional players
- Abeka (Pensacola Christian College): Abeka is a long-established Christian school curriculum publisher whose age-graded lesson plans, video lessons, and parent-facing materials overlap with Orange's early childhood and elementary curriculum approach, though its primary channel is K–12 Christian schools rather than churches.
Emerging players
- Subsplash: Subsplash is a digital church engagement and giving platform that increasingly bundles curriculum, parent engagement apps, and media delivery, making it a relevant digital-first emerging peer to Orange's APlay and Parent Cue App stack.
Others
- YouVersion (Life.Church): YouVersion is the world's most-used Bible app and a content ecosystem already integrated with Orange's XP3 curriculum; it is a complementary channel partner and adjacent player in the digital faith content space rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The reThink Group social profiles
Digital presenceThe reThink Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The reThink Group leadership team
Management profileNumber of profiles
The reThink Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The reThink Group 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 The reThink Group
What does The reThink Group do?
The reThink Group created the Orange curriculum and brand, providing age-appropriate faith-based curriculum from birth through high school (First Look Preschool, 252 Kids, XP3 Middle School, XP3 High School), supported by technology platforms including the APlay streaming service, Parent Cue App, and Parent+ family discipleship app. The company also delivers training events (Orange Conference, Orange Tour), Vacation Bible School kits (Kingdom Quest), music, books, and coaching via dedicated Orange Specialists to church ministry leaders.
Is The reThink Group a public or private company?
The reThink Group is a private company. It is classified as unknown and is currently operating.
When was The reThink Group founded?
The reThink Group was founded in 1995. It employs 5,001 to 10,000 people.
Where is The reThink Group based?
The reThink Group is headquartered in Atlanta, United States, in the North America region.
How does The reThink Group make money?
Six revenue lines are on record. Curriculum Subscriptions are the primary driver. The others are VBS Kits & Merchandise, books & Publications, amazing Kids Music, parent Cue App Customization and donations & Charitable Support.
Who are The reThink Group's main competitors?
Direct peers on record are Group Publishing, David C Cook, D6 Family Ministry (Randall House), Gospel Light and Sparkhouse (Augsburg Fortress). Broad incumbents are LifeWay Christian Resources and Concordia Publishing House. Abeka (Pensacola Christian College) is listed as a regional player. Subsplash is listed as an emerging player. YouVersion (Life.Church) is listed as an others.
Does The reThink Group have an API?
No public API is recorded for The reThink Group.
What industry is The reThink Group in?
The reThink Group's product category is Church Ministry Curriculum. Its primary akta.pro industry code is EDACAJAK, Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons), with a secondary code of EDAGACAJ, Family Engagement & Parent-Facing Early Learning Content. Its NAICS code is 611710 and its SIC code is 8200.