Rethink First, a leading behavioral health technology company, has secured a major strategic investment from K1 Investment Management LLC, a private equity firm specializing in high-growth software and technology companies. While financial terms of the deal have not been disclosed, the partnership marks an important milestone for Rethink First as it positions itself for rapid growth in the behavioral health, managed care, education, and employer benefit markets.
Founded in New York City, Rethink First has built a reputation as a pioneer in delivering cloud-based software solutions, training programs, and clinical tools tailored to support individuals with autism and other developmental disabilities. Its technology is widely used by applied behavior analysis (ABA) clinics, school districts, managed care organizations, and employers looking to provide better resources for their employees and families. With K1’s backing, Rethink is poised to scale operations, expand its offerings, and further integrate technology into the behavioral health landscape.
Rethink First’s Mission and Offerings
At its core, Rethink First is dedicated to improving the lives of individuals with developmental disabilities by providing evidence-based, scalable solutions. The company’s platform includes clinical tools that support ABA providers, training modules for caregivers and educators, and resources for employers who want to better support neurodiverse employees.
For example, the company’s clinical solutions offer step-by-step guidance for behavioral interventions, data tracking capabilities, and video-based training resources. These tools are especially valuable for clinicians and caregivers who need accessible, reliable resources to guide therapy and measure outcomes. In addition, the company has developed a suite of products that help schools integrate ABA and other behavioral supports into classrooms, providing educators with the knowledge and confidence to meet the needs of students with autism and other learning differences.
Employers also benefit from Rethink’s offerings. By providing workplace solutions that support neurodiverse employees and their families, companies can foster more inclusive workplaces and improve employee wellbeing. This approach aligns with a growing recognition of the value of neurodiversity in the workplace and the importance of supporting employees with caregiving responsibilities.
K1’s Investment Strategy
K1 Investment Management, based in Manhattan Beach, California, is known for partnering with high-growth software and technology companies to help them scale through both organic growth and acquisitions. The firm often works closely with existing management teams, allowing them to retain leadership while providing capital and strategic guidance to accelerate expansion.
For Rethink First, this partnership means more than just financial backing. K1’s expertise in scaling technology companies will provide valuable resources and insights to help Rethink expand its reach. The private equity firm has a track record of helping its portfolio companies pursue acquisitions, develop new products, and broaden their markets, all while ensuring strong operational support.
Scaling Through Innovation and Acquisition
With K1’s support, Rethink First plans to accelerate its growth in several key areas. One area of focus is telehealth, which has become increasingly important in the behavioral health sector, especially amid the COVID-19 pandemic. The company has already taken steps in this direction by acquiring TheraWe, a pediatric telehealth therapy platform focused on ABA care.
TheraWe provides a HIPAA-compliant mobile video platform designed to bridge the gap between therapy centers and families at home. By integrating this technology, Rethink can offer seamless communication between clinicians and caregivers, improving continuity of care and enhancing family involvement in therapy. The addition of telehealth services ensures that families can access the support they need regardless of geographic location or scheduling barriers.
Beyond telehealth, Rethink plans to continue advancing its existing products while exploring new acquisitions that align with its mission. These efforts will help the company strengthen its position as a leader in behavioral health technology and expand its impact across multiple markets.
Meeting the Growing Demand for Behavioral Health Solutions
The demand for behavioral health services has been steadily rising, particularly in the areas of autism support and developmental disability services. According to the Centers for Disease Control and Prevention, approximately one in 36 children in the United States is diagnosed with autism spectrum disorder. This growing prevalence underscores the urgent need for scalable, accessible solutions to support individuals and families.
At the same time, the COVID-19 pandemic has heightened awareness of mental health challenges across all populations. Families navigating developmental disabilities faced additional stress during the pandemic due to disruptions in therapy and educational services. Solutions like those offered by Rethink First became even more critical, as technology played a key role in maintaining continuity of care and support during a time of widespread disruption.
Employers have also become more engaged in providing behavioral health support for their employees. With millions of workers balancing caregiving responsibilities alongside their jobs, workplace programs that address mental health, caregiving, and neurodiversity have become essential. Rethink’s employer solutions are well-positioned to meet this demand, helping organizations create more inclusive and supportive environments.
The Importance of Technology in Behavioral Health
Technology has transformed many aspects of healthcare, and behavioral health is no exception. Platforms like Rethink First demonstrate how digital tools can bridge gaps in care, improve outcomes, and expand access to services. By providing evidence-based resources, data tracking, and telehealth options, technology empowers clinicians, educators, employers, and families to deliver more effective support.
Additionally, digital tools help address some of the systemic challenges in behavioral health, such as the shortage of qualified providers. By equipping caregivers and educators with accessible training and guidance, technology extends the reach of professional expertise and ensures more consistent application of best practices.
The integration of telehealth into behavioral health has also opened new opportunities for accessibility. Families in rural or underserved areas, who may have previously faced significant barriers to care, can now access therapy and support through virtual platforms. This democratization of care is a critical step toward addressing disparities in behavioral health services.
Looking Ahead: Rethink First’s Growth Path
With the support of K1 Investment Management, Rethink First is entering a new phase of growth. The company plans to build on its strong foundation by expanding its product offerings, integrating new technologies, and pursuing strategic acquisitions. Its focus on telehealth, workplace solutions, and education positions it to make a meaningful impact across multiple sectors.
Eran Rosenthal, COO and Co-Founder of Rethink, expressed optimism about the future, noting that the company’s recent launch of its neurodiversity product and telehealth services reflects its ongoing commitment to meeting customer needs. With K1’s partnership, Rethink is prepared to accelerate its growth path and expand its capabilities to better serve individuals with developmental disabilities and their families.
Conclusion
Rethink First’s strategic investment from K1 Investment Management marks a significant milestone in the evolution of behavioral health technology. By combining innovative software solutions with the resources and expertise of a leading private equity firm, Rethink is well-positioned to scale its impact and address the growing demand for behavioral health services.
Through its focus on autism support, telehealth, workplace solutions, and education, Rethink is helping to bridge gaps in care, improve outcomes, and create a more inclusive world. The partnership with K1 underscores the importance of technology-driven solutions in the behavioral health space and sets the stage for continued growth and innovation in the years ahead.
