ReThink

What ReThink does

ReThink (ReThink, Inc.) is a Chicago/Naperville, Illinois-based private technology company founded in 2013 by Trisha Prabhu at age 13. The company develops patented text-analysis software that detects potentially harmful or cyberbullying content during composition and prompts users to reconsider before posting. The technology is shipped as a free Android keyboard app (available in 9 languages), a free iOS app (2 languages), and a free Chrome Extension (6 languages), and is protected by 8 granted US patents plus 6 pending applications. Internal research claims a 93%+ effectiveness rate in deterring harmful posts once the prompt appears.

Revenue mechanics are deliberately unconventional for a software company: the core product is free, with no subscription tier, premium upgrade, or in-app purchases. The for-profit entity captures revenue through (1) an online merchandise store selling t-shirts ($24.99), posters ($16.99), tote bags ($18.99), mugs, and mouse pads with bulk-order discounts for clubs, teams, and classrooms; (2) a school sponsorship program where philanthropists fund deployment to schools that cannot pay; and (3) direct contributions — explicitly not tax-deductible because ReThink, Inc. is not a 501(c)(3). A separate nonprofit arm, ReThink Citizens, supports fundraising and advocacy. Distribution spans Google Play, the Apple App Store, and the Chrome Web Store for consumers, and direct enterprise engagement through the WeThinkReThink school program.

The customer base is diversified across four segments: schools and educational institutions (anchor deployment: Michigan Department of Attorney General's OK2SAY program reaching 1.3 million students), parents and families, student ambassadors running ReThink Chapters across schools, colleges, libraries, and community centers, and law enforcement agencies (LAPD division, Cheshire County UK Cyber Crime Team) that endorse the product. Geographic reach extends to 134 countries via US State Department dissemination and 86 languages of translation, with localized deployments including an Arabic keyboard for 13 schools in Lebanon via the Adyan Foundation. Marketing relies heavily on the founder's personal brand and earned media (Shark Tank, TED, Good Morning America, White House Science Fair), supported by COPPA, FERPA, GDPR, and CCPA compliance.

Name

ReThink

Legal name

ReThink, Inc.

Website

https://rethinkwords.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

ReThink is a Chicago-based company founded by Trisha Prabhu in 2013 that provides free, patented text-analysis apps (Android, iOS, Chrome Extension) to detect and deter cyberbullying before content is posted, serving schools, parents, students, and law enforcement globally.

Ownership category

akta.pro rank

Product category

Online Safety Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Executive Functioning & Behavioral Support Tools (ADHD, SEL/Behavior Tracking, Routines) (EDAFAKAG)

Keywords

• Cyberbullying prevention software
• Online safety applications
• Content moderation tools
• Digital citizenship platform
• Student safety technology

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Free Core Technology: Core ReThink technology (Android app, iOS app, Chrome Extension) is provided completely free to users. No revenue generated from the core product. Funded through grants, sponsorships, and contributions.
2. Merchandise Sales: E-commerce sales of ReThink branded merchandise including t-shirts, posters, tote bags, mugs, and mouse pads through the online store. Bulk ordering available for schools, clubs, and classrooms with discounts.
3. School Sponsorships: Organizations and philanthropists can sponsor ReThink programs for schools. Sponsors fund the implementation of ReThink technology and curriculum at schools that cannot afford it.
4. Contributions and Donations: Direct contributions from individuals and organizations to support the ReThink mission. Contributions used to expand internationally, develop new platform versions, and grow the movement. Note: ReThink is not a 501(3)(c) organization, so contributions are not tax deductible.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels12 records

Core offering

ReThink develops and distributes patented, free software (Android keyboard app, iOS app, and Chrome Extension) that proactively detects potentially offensive text content while users are typing and prompts them in-the-moment to reconsider before posting. The company also operates the WeThinkReThink school program, which packages the technology with grade-tailored curriculum and student leadership components for institutional deployment to schools and districts.

Product overview

ReThink offers a suite of products centered on proactive cyberbullying prevention. The core offerings are three applications (Android app, iOS app, and Chrome Extension) that use patented text-analysis technology to detect potentially harmful content before it is posted, providing in-the-moment prompts to encourage users to reconsider. These products are free to end users. The WeThinkReThink and ReThink School programs bundle the technology with educational curriculum and student leadership opportunities for institutional deployment. The company also operates ReThink Chapters as student-led organizations, maintains a merchandise store, offers the Ask Trish content series, and has published a book. The company was founded by Trisha Prabhu when she was 13 years old in 2013.

Differentiator

Problem solved

Functional benefit

Brands

• WeThinkReThink: Anti-bullying/cyberbullying educational experience for schools that includes educational curriculum tailored to different grade levels, the ReThink technology for students, and opportunities for students to become leaders in the fight against cyberbullying.

Products and services

• ReThink Android App Free Android keyboard application that operates across all platforms (social media, text, email) and proactively detects potentially harmful content while users are typing, prompting them in-the-moment to reconsider before posting. Available in 9 languages with no data collection.
• ReThink iOS App Free iOS application providing in-the-moment guidance to prevent cyberbullying, available in 2 languages and covered by U.S. Patent No. 10,250,538.
• ReThink Chrome Extension Free browser extension for Chrome that works on Google products including Gmail, Google Chat, and Google Search, providing reflection prompts before posting potentially harmful content. Does not collect personal information. Available in 6 languages.
• ReThink (Original Proactive Cyberbullying Prevention Technology) The patented ReThink technology that detects potentially offensive content during typing and prompts users in-the-moment to reconsider before posting — the world's first proactive cyberbullying prevention technology, invented by Trisha Prabhu.
• WeThinkReThink Program Anti-bullying/cyberbullying educational experience for schools including educational curriculum tailored to different grade levels, the ReThink technology for all students, and student leadership opportunities. Reached over 1.3 million students in Michigan through the OK2SAY program.
• ReThink Arabic Edition (Android) Customized Arabic version of the ReThink Android application, including an Arabic keyboard and Arabic lexical field covering formal Arabic and chat language, developed in partnership with the Adyan Foundation and distributed to 13 partner schools in Lebanon.
• ReThink Merchandise Store Online store selling ReThink branded merchandise including t-shirts ($24.99 women's), posters ($16.99), tote bags ($18.99), mugs, and mouse pads, with free shipping and bulk-order discounts for clubs, teams, and classrooms.
• ReThink Chrome Extension (Updated Version) Newly released version of the ReThink Chrome Extension with key improvements, available in 6 languages.

Quantifiable outcome

• Over 93% of the time, with ReThink, kids change their minds and decide not to post a hurtful message
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• ConnectSafelycoreGTM or Marketing PartnerPartnership with ConnectSafely to launch the Ask Trish blog and TikTok series featuring Trisha Prabhu. This content partnership creates educational and engaging content about digital safety and cyberbullying prevention for youth.
• Responsible Technology Youth Power FundminorGTM or Marketing PartnerReThink Citizens nonprofit movement celebrated by Responsible Technology Youth Power Fund. Recognition validates ReThink's mission and provides platform visibility.
• Adyan Foundation (Lebanon)coreStrategic or Co-development PartnerAdyan Foundation partnered with ReThink to develop a customized Arabic version of the Android application. This includes an Arabic keyboard and Arabic lexical field covering both formal Arabic and chat language. Distributed to 13 partner schools in Lebanon.
• Michigan Department of Attorney GeneralcoreGTM or Marketing PartnerState Attorney General Bill Schuette featured ReThink in the OK2SAY program - Michigan's student safety initiative. This partnership introduced ReThink to over 1.3 million students across the state.
• LAPD (Division)coreGTM or Marketing PartnerA division of LAPD is recommending ReThink to the communities they serve as a proactive solution to combat cyberbullying. This law enforcement endorsement validates the technology's effectiveness.
• Cheshire County Police (UK)minorGTM or Marketing PartnerOfficer Andrew Kevan from Cheshire County Cyber Crime Team expressed support for ReThink, noting it will help children keep themselves and others safe while navigating their online lives.
• Coca-ColaminorGTM or Marketing PartnerReThink was featured in Coca-Cola's #MakeItHappy Super Bowl campaign, exposing the brand to millions of viewers during one of the most-watched TV events globally.
• Tyler Clementi FoundationminorStrategic or Co-development PartnerTrisha Prabhu previously served on the board of the Tyler Clementi Foundation, an organization dedicated to preventing online and offline bullying.
• Carson J. Bride EffectminorGTM or Marketing PartnerTrisha serves as a Board Advisor at the Carson J. Bride Effect organization.
• Issue One Council for Responsible Social MediaminorGTM or Marketing PartnerTrisha is a member of the Issue One Council for Responsible Social Media, contributing to policy discussions on social media responsibility.
• Sustainable Media CenterminorGTM or Marketing PartnerTrisha serves as a NextGen Advisor at the Sustainable Media Center.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Securly: Securly offers K-12 student safety and wellness monitoring software used by school districts to flag cyberbullying, self-harm, and harmful content. Direct competitor to ReThink in serving school IT/safety teams with student online activity monitoring, though Securly is paid SaaS targeting 1:1 device programs.
• Net Nanny: Net Nanny provides content filtering and parental monitoring software to protect children from harmful online content. Comparable consumer-side product to ReThink's parent-facing tools, addressing the same family cyber-safety use case with paid subscription content filters.
• Aura: Aura offers digital safety and identity protection software covering parental controls, anti-bullying, and content filtering across devices. Comparable to ReThink in addressing youth online safety with software tools, though Aura is a paid consumer subscription focused on whole-family digital protection.
• Qustodio: Qustodio provides parental control software for monitoring children's online activity, screen time, and content across devices. Comparable consumer-side product to ReThink's parent-focused segment, offering paid parental controls vs. ReThink's free keyboard/app approach.
• Bark Technologies: Bark provides AI-driven parental monitoring and school safety software detecting cyberbullying, self-harm, and other online risks for kids. Comparable to ReThink in serving parents, schools, and law enforcement with content-monitoring tools, though Bark is a paid subscription product vs. ReThink's freemium model.
• GoGuardian: GoGuardian provides classroom management and student safety software for K-12 schools, including content filtering and self-harm detection. Comparable to ReThink in targeting school districts to protect students from harmful online content, with a paid SaaS model rather than free consumer apps.

Broad incumbents

• Committee for Children (Second Step): Committee for Children publishes Second Step, a widely-used K-8 SEL and anti-bullying curriculum adopted in schools nationwide. Comparable to ReThink's educational curriculum component of WeThinkReThink, serving the same school SEL/bullying prevention market with classroom programs.
• ClassDojo: ClassDojo provides K-8 classroom management and SEL software with broad school penetration, including social-emotional learning content. Comparable to ReThink in targeting schools with SEL-adjacent tools, though ClassDojo is a much broader classroom engagement platform.
• Common Sense Education: Common Sense Education provides digital citizenship curriculum and SEL resources to K-12 schools, addressing cyberbullying and online safety through educational programming. Comparable to ReThink's WeThinkReThink school program in delivering cyberbullying prevention to schools, but as curriculum/ed-tech reviews rather than patented intervention software.

Others

• BullyingUK / The Diana Award: The Diana Award runs the UK's national Anti-Bullying programme and accredits anti-bullying ambassadors in schools. Comparable to ReThink's ReThink Citizens/chapters movement as a recognized anti-bullying NGO ecosystem, providing adjacent validation and program infrastructure that complements ReThink's technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/rethinkwords
• YouTubeyoutube.com/results?search_query=rethink+trisha+prabhu
• Facebookfacebook.com/rethinkwords
• Instagraminstagram.com/rethinkwords
• LinkedInlinkedin.com/company/rethinkwords

Compliance5 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 ReThink