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§ Private Profile · New York City, NY, USA
RethinkFirst is a technology company.
RethinkFirst has raised $10.0M across 1 funding round.
Key people at RethinkFirst.
RethinkFirst has raised $10.0M in total across 1 funding round.
RethinkFirst is a health technology company that provides cloud-based behavioral and mental health solutions, specifically designed to support individuals with autism spectrum disorders and other neurodiverse needs. The company leverages clinical expertise, data science, and advanced technology, including AI, to offer scalable treatment tools, training, and clinical support. These platforms aim to improve intervention quality and consistency, facilitating better outcomes across diverse populations.
The company was co-founded in 2007 by Daniel A. Etra and Eran Rosenthal. Their initial insight stemmed from a recognized need to provide scalable, evidence-based autism treatment training and caregiver supports to a significantly underserved population. They sought to bridge gaps in access and quality within behavioral health services through technological innovation.
RethinkFirst's solutions are utilized by a wide array of customers, including employers, educators, and clinicians, serving school districts, large corporations, and clinical practices globally. The company’s overarching vision is to enable general and neurodiverse populations to live healthier, happier, and more productive lives by transforming behavioral health through integrated, data-driven approaches that prioritize individual well-being and development.
Key people at RethinkFirst.
RethinkFirst has raised $10.0M across 1 funding round. Most recently, it raised $10.0M Series C in August 2014.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Aug 1, 2014 | $10M Series C | Beringea, Paul Mccreadie | — | Announced |
RethinkFirst is a global behavioral-health technology company that builds cloud-based treatment tools, training, clinical workflows and analytics to support individuals with neurodiversity and the organizations that serve them. [3][5]
High-Level Overview
RethinkFirst’s mission is to expand access to effective, evidence‑based behavioral health care by combining clinical expertise, data science and technology to improve outcomes for individuals, families and organizations.[3][5]Its product and go‑to‑market model blends software (EMR/workflow automation and training platforms), clinical content and analytics for customers across employers, K–12 education, payors and behavioral‑health providers.[5][6] The company positions itself around outcomes and scale—serving large public‑school districts, Fortune 100 employers, thousands of ABA providers and millions of end users worldwide.[5][2]For the startup and provider ecosystem, RethinkFirst acts as both a platform vendor (behavioral‑health EMR and automation) and a content/clinical partner (training, curriculum, and measurable protocols), which can reduce onboarding friction for providers and accelerate the adoption of standardized, evidence‑based care across systems.[1][6]
Origin Story
RethinkFirst was founded in 2007 (originally known as Rethink Autism) to deliver scalable, evidence‑based autism treatment training tools and caregiver supports to an underserved population.[3] The company expanded from K–12 special‑needs and behavior management offerings (first launched circa 2010) into broader employer, provider and payor solutions over time as it added clinical, analytics and platform capabilities.[3] Early traction came from adoption in education systems and specialty ABA providers; over the following decade RethinkFirst broadened its reach to serve large employers and health plans and amassed a large ASD dataset that it now uses for analytics and product development.[3][5]
Core Differentiators
Role in the Broader Tech Landscape
RethinkFirst rides multiple secular trends: rising demand for behavioral‑health services, employer investment in employee wellbeing, increased focus on neurodiversity and inclusion, and health‑tech moves toward value‑based care supported by analytics.[5][3] Timing favors solutions that can standardize evidence‑based interventions and measure outcomes as payors and employers shift to value and outcomes metrics.[3][5] Market forces in its favor include larger customer budgets for employee benefits and K–12 investments in special‑education supports, plus regulatory and payer interest in measurable clinical outcomes. By commoditizing clinical workflows and providing training at scale, RethinkFirst influences the ecosystem by lowering the barrier for organizations to implement high‑fidelity behavioral interventions and by supplying data that can inform best practices and reimbursement models.[6][3]
Quick Take & Future Outlook
What’s next: continued enterprise expansion (more employer and payor deals), deeper integrations with EMRs and human‑services platforms, and growth of analytics/AI capabilities to support value‑based contracting and personalized care pathways.[1][5]Trends to watch: adoption of outcome‑based reimbursement in behavioral health, employer and school investments in neurodiversity programs, and regulatory emphasis on interoperable clinical data—each will amplify demand for platforms that combine clinical content with measurable workflows.[3][5]How influence might evolve: if RethinkFirst continues to scale its dataset and prove predictive outcome models, it could become a de‑facto infrastructure provider for standardized behavioral‑health protocols across schools, employers and providers—shifting part of the market toward integrated product+content platforms rather than fragmented point solutions.[5][3]
Quick factual notes: RethinkFirst was founded in 2007, rebranded from Rethink Autism as it broadened product scope, and has been recognized repeatedly on the Inc. 5000 list for growth, reflecting rapid expansion and adoption.[3][2][4]
RethinkFirst has raised $10.0M in total across 1 funding round.
RethinkFirst's investors include Beringea, Paul McCreadie.
