In the fast-evolving world of autism therapy, companies are constantly seeking ways to improve their services, expand their reach, and provide children and families with better care. Austin, Texas-based ABA Connect has experienced exceptional growth over the past two years by acquiring two other prominent applied behavior analysis (ABA) companies. By integrating these organizations, the company has doubled its facilities and rebranded under a single name—BrightPath Behavior—signaling a new era of growth and clarity in the ABA therapy landscape.
The Vision Behind the Rebranding
For any business, especially in healthcare, the importance of a unified brand identity cannot be overstated. In the ABA therapy industry, where families rely on well-known, trusted providers, ensuring that a company is easily recognizable and its message is clear is critical. BrightPath’s CEO, Jessie Smedley, who took over leadership in January 2025, emphasizes the importance of brand clarity.
“Brand awareness is who you are, and it’s important, especially in our industry, that we’re recognizable and that folks know who we are,” Smedley said in a recent interview. “When we had three different names, it was very confusing. The clarity of messaging is important, and coming together as a brand is part of that.”
The decision to consolidate ABA Connect, Bright Behavior, and ABA Therapy of Houston under one name—BrightPath Behavior—represents more than just a rebranding. It is a deliberate move to streamline communication, improve brand visibility, and foster trust with current and prospective clients. The rebrand aligns the company’s services, ethos, and mission under one cohesive identity, ultimately making it easier for families to find the care they need.
This autism therapy services expansion also means that the provider can now operate with greater efficiency and focus, increasing its visibility and reach across Texas and Colorado.
Leadership and Growth Strategy
Smedley’s leadership represents a turning point for BrightPath Behavior, particularly as she brings a wealth of experience to her role as CEO. Before joining BrightPath, Smedley served as vice president of operations at Nobis Rehabilitation Partners, an inpatient rehabilitation facility and unit management company. Her background in managing large-scale operations and her expertise in strategic growth make her a fitting leader for BrightPath as it moves into this next chapter of expansion.
Under her guidance, BrightPath is making strategic moves in several directions: merging operations, improving internal processes, enhancing training protocols for clinicians, and, most importantly, continuing its growth through acquisitions.
In 2022, MBF Healthcare Partners, a private equity firm based in Coral Gables, Florida, acquired ABA Connect. MBF has a history of successful investments in the ABA therapy sector, including founding Acorn Health, which it grew to 51 locations before selling the company to the Ontario Teachers Pension Plan Board (OTPP) in 2021. The MBF acquisition of ABA Connect set the stage for BrightPath’s rapid expansion, including its autism therapy services expansion in the Texas and Colorado markets.
Expanding Horizons: Acquisitions and Market Presence
BrightPath’s strategy for growth includes expanding into new markets and increasing its presence in areas where access to ABA therapy is limited. The company has steadily expanded its footprint in Texas and Colorado. One of the pivotal moments in its growth trajectory was the acquisition of ABA Therapy of Houston in July 2023. This acquisition boosted the company’s total number of locations to 12 across two states—Texas and Colorado.
BrightPath’s reach extended further into the Colorado market in August 2023 when the company acquired Bright Behavior, a leading provider of ABA therapy. This acquisition marked a significant milestone for the company, positioning it as a major player in both Texas and Colorado and solidifying its autism therapy services expansion in the western United States.
Smedley is keen on continuing this acquisition-driven growth model. “We’re always looking for those opportunities to partner with owners who want to either grow their business or are looking for a partner,” Smedley shared. “We’ll continue to grow through de novo as well.”
This combination of acquiring existing companies and potentially building new locations from the ground up gives BrightPath flexibility in how it expands its services. It also allows the company to tailor its growth to meet the specific needs of underserved communities, especially where autism therapy services expansion is urgently needed.
The Complexities of Merging Three Brands
While the benefits of acquisition and rebranding are clear, the process of merging multiple companies is always challenging. BrightPath faced the complex task of honoring the individual histories, legacies, and cultures of the companies it acquired. Each of the original brands—ABA Connect, Bright Behavior, and ABA Therapy of Houston—brought its own unique set of values, processes, and organizational dynamics to the table.
“Part of it was honoring the legacy of where we started as we came together as one, but also being mindful that we were rooted in all the same things, which is providing care for children through ABA therapy in a playful, positive manner,” Smedley explained.
To ensure a smooth transition, BrightPath took a collaborative approach to integration. The company conducted interviews with employees from all three acquired brands, asking for their input and feedback on how to blend the different organizational cultures. This approach helped create a sense of ownership and inclusivity among the staff, which is essential for the success of any rebranding effort.
BrightPath also had to carefully navigate the logistics of merging systems and operations. One of the first steps was integrating the technology platforms used by the three organizations. This involved conducting an initial assessment of each company’s policies, procedures, and training methods, followed by the creation of an integration plan that harmonized these elements across all locations.
By aligning operational systems and processes, BrightPath is able to remove silos between its various locations, creating a unified approach to patient care and employee training. Clinician training, in particular, has been a focus, with ongoing efforts to ensure that all staff across the company are equipped with the best practices and tools to serve their clients effectively. As part of this, the company also worked to promote its autism therapy services expansion through more robust training programs for its clinicians.
Enhancing Social Media and Public Visibility
In the digital age, social media has become an essential tool for maintaining visibility and building brand awareness. With three separate brands operating distinct social media accounts, BrightPath faced the challenge of merging these platforms into a cohesive, unified online presence. Some of the old accounts were retired, and new BrightPath accounts were launched to ensure that the brand’s voice remained consistent across platforms.
The company’s social media team worked diligently to ensure that content was updated and aligned with the new brand identity. By streamlining its online presence, BrightPath aims to provide families and potential clients with a clear, consistent message about its services, values, and commitment to quality ABA therapy.
This social media push is part of the broader autism therapy services expansion effort, where BrightPath is striving to increase its visibility across various platforms and ensure that families seeking help have easy access to information about their services.
Looking Ahead: A Path to Continued Growth
BrightPath’s journey is far from over. While the company has made significant strides in expanding its footprint and unifying its internal operations, Smedley and her team are already looking ahead to the next phase of growth. The company’s commitment to increasing access to high-quality ABA services remains at the heart of its mission.
The continued pursuit of mergers and acquisitions is a key component of BrightPath’s strategy, but so is expanding into new markets through de novo growth—building new locations from scratch. This dual approach allows the company to maintain flexibility while focusing on areas that need improved access to autism therapy services, continuing its autism therapy services expansion strategy.
“Growth, whether it’s through acquisition or building new centers, is really about ensuring that children who need our services have access to the care they deserve,” Smedley said.
Conclusion
BrightPath Behavior’s evolution from three separate brands into a unified organization is a testament to the power of strategic vision and leadership. Under Jessie Smedley’s direction, the company has not only navigated the complexities of merging multiple organizations but has also laid the foundation for continued growth in the ABA therapy space. By expanding its footprint, unifying its internal systems, and enhancing brand visibility, BrightPath is well-positioned to provide families with the high-quality, positive, and playful ABA therapy their children need.
As the company moves forward, its commitment to creating a lasting impact in the lives of children and families remains at the forefront of everything it does. The path ahead is bright for BrightPath Behavior, and its future is one of continued success, expansion, and most importantly, a dedication to providing exceptional care.
