What Whil does

Whil, operating commercially under the RethinkCare brand, is a US-based enterprise B2B software platform that delivers behavioral health, neurodiversity, disability, and real-life complexity support to employer workforces. The platform is structured as a single connected support system combining technology with human expertise, anchored on Guided Journeys — structured pathways that help employees navigate neurodiversity, disability, parenting, and professional resilience in real time — and supplemented by certified-expert mini-courses, Parenting Consultations, and digital content resources. Core technology is presented as a digital behavioral health platform with HIPAA-compliant and HITRUST CSF-certified infrastructure, organized around feature modules including an Engaged Neurodiverse Workforce offering, Robust Analytics & Reporting, and Streamlined Setup for organizational onboarding.

The business model is enterprise SaaS subscription, with pricing negotiated per organization rather than publicly tiered, and distribution occurring both through direct enterprise field sales (with a 'Request a Demo' motion) and through integration partnerships with major health plan and benefits platforms — Optum, Personify Health, Vitality, Limeade, and apree health — that bundle RethinkCare into broader employer benefits packages. Customers are enterprise employers (with Volvo publicly cited as a reference) and the offering is positioned to span health and benefits, talent and hiring, ERGs and culture, learning and development, and disability and accommodations. The company is privately held, headcount is reported as 11-50, the founder and CEO is Joe Burton, and recognition includes Inc. 5000, Deloitte Technology Fast 500, and MedTech Breakthrough awards.

Name

Whil

Legal name

RethinkCare

Website

https://whil.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Whil, operating as RethinkCare, provides an enterprise B2B SaaS platform combining technology and certified experts to deliver behavioral health, neurodiversity, disability, parenting, and resilience support to employer workforces, distributed through direct sales and health-plan channel partners.

Ownership category

akta.pro rank

Product category

Employee Wellbeing Software

NAICS

Educational Support Services (611710), Business Schools and Computer and Management Training (6114)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Social-Emotional Learning (SEL) & Wellbeing Digital Curriculum (EDAFACAM)

akta.pro secondary industry

Model United Nations (MUN) (EDAMAGAB)

Keywords

• Digital wellbeing training
• Mindfulness platform
• Stress resilience software
• Emotional intelligence training
• Corporate wellness solution

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Enterprise SaaS Subscription: B2B subscription model providing access to the RethinkCare platform for organizational employees. Pricing likely per-employee or enterprise-wide based on organization size.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Whil provides a digital, self-directed training solution that delivers on-demand programs in stress resilience, mindfulness, sleep, wellbeing, and emotional intelligence skills. The product is sold as a software platform to employers for use by their workforce, with structured curriculum and modules accessible across web and mobile.

Product overview

RethinkCare is a single, connected support system combining technology and human expertise for neurodiversity, disability, and real-life complexity. The platform operates as a unified system with multiple integrated modules: the core RethinkCare Platform provides the foundational architecture with Guided Journeys as the primary engagement pathway. Solution modules include Parental Success (for working parents), Professional Resilience (for workforce wellbeing), and Digital Content (expanded behavioral health resources). Feature modules encompass Engaged Neurodiverse Workforce, Certified Experts/Mini-Courses, Parenting Consultations, Robust Analytics & Reporting, and Streamlined Setup. The system provides one point of entry spanning health and benefits, talent and hiring, ERGs and culture, learning and development, and disability and accommodations.

Differentiator

Problem solved

Functional benefit

Products and services

• Whil Digital Wellbeing Training Platform A digital training platform providing on-demand programs in stress resilience, mindfulness, sleep, wellbeing, and emotional intelligence skills for employee populations of enterprise and mid-market employers.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• apree healthcoreTechnology or Integrationapree health is listed as a partner integration on the RethinkCare website. apree health provides health and benefits solutions and integrates RethinkCare's neurodiversity and disability support services into their platform for organizational customers.
• LimeadecoreTechnology or IntegrationLimeade is listed as a partner integration. Limeade provides employee well-being and engagement solutions and integrates RethinkCare's support services into their platform for enterprise customers.
• OptumcoreTechnology or IntegrationOptum is listed as a partner integration. Optum provides health benefits and care services and integrates RethinkCare's neurodiversity and workplace support solutions into their offerings.
• Personify HealthcoreTechnology or IntegrationPersonify Health is listed as a partner integration. Personify Health provides health guidance and well-being solutions and integrates RethinkCare's support services into their platform.
• VitalitycoreTechnology or IntegrationVitality is listed as a partner integration. Vitality provides health insurance and wellness programs and integrates RethinkCare's neurodiversity and disability support services into their benefits platform.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Mantra Health: Mantra Health is a digital mental health platform focused on employer populations with specialized programs (e.g., perinatal, multicultural mental health). Overlaps with RethinkCare's specialized content approach and behaviorally focused employer positioning.

Broad incumbents

• Limeade: Limeade is an established enterprise wellbeing and engagement platform that, like RethinkCare, integrates with benefits ecosystems. Listed as a partner/integration but also a broad competitor in the wellbeing category with adjacent SEL and resilience content.
• Virgin Pulse / Personify Health: Personify Health (formerly Virgin Pulse) is a leading enterprise wellbeing, engagement, and health benefits platform. Listed as a RethinkCare integration partner, but also a broader incumbent in the wellbeing space with overlapping wellbeing content categories.
• EAP platforms (e.g., ComPsych, Optum EAP): ComPsych and Optum are incumbent Employee Assistance Programs bundled into health benefits. They address overlapping problems (employee mental health, caregiver support, everyday friction) but through telephonic clinical services rather than digital content; together they cover the same enterprise benefits buyer.

Direct peers

• Modern Health: Modern Health is a direct competitor providing a global mental health platform for employers, combining coaching, therapy, and self-guided digital content. It competes for the same enterprise benefits/PBM channels and has overlapping value proposition on whole-person wellbeing.
• Wellbeats: Wellbeats provides on-demand wellbeing content (fitness, mindfulness, nutrition) to employers as a subscription. Comparable in business model (B2B subscription digital content) and overlapping content categories with Whil's mindfulness/resilience focus.
• Spring Health: Spring Health is a direct competitor offering employer-paid mental health benefits with care navigation across therapy, coaching, and digital tools. Targets the same enterprise benefits buyer and competes on breadth of behavioral health coverage and clinical credibility.
• Lyra Health: Lyra Health is a direct competitor offering employer-sponsored mental health benefits, including therapy, coaching, and digital self-care. It targets the same enterprise benefits buyer as RethinkCare/Whil with overlapping SEL, resilience, and behavioral health content, plus a similar direct-plus-partner GTM motion.
• Calm Business: Calm Business is the enterprise arm of the consumer mindfulness app Calm, offering meditation, sleep, and wellbeing content via subscription to employers. Direct overlap with the Whil-style mindfulness/resilience content category and sold through similar HR/benefits buyers.
• Headspace (Headspace Health): Headspace provides mindfulness and mental health content to employers via Headspace for Work and therapy via the Ginger integration. Competes directly with Whil on mindfulness/SEL digital subscriptions and with RethinkCare on enterprise mental health benefits.

Market position

Strengths4 records

Weaknesses5 records

Key highlights6 records

Customer concentration

• Xx.com/wearewhil
• LinkedInlinkedin.com/company/whil-concepts-inc-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Whil