# RethinkFirst

> RethinkFirst sells cloud software, clinical content, training, and human support for behavioral health and neurodiversity. Its products serve ABA practices, school districts, employers, and health plans, joining practical support with administrative tools and analytics.

- **Founded:** 2007
- **Headquarters:** New York, United States
- **Founders:** Daniel A. Etra (Co-founder; former CEO), Eran Rosenthal (Co-founder; former COO)
- **Products:** RethinkBH, RethinkEd, RethinkCare, RethinkFutures, AI Dashboard
- **Notable:** Named to the Inc. 5000 for a sixth year in 2024., Received a 2023 MedTech Breakthrough award for healthcare analytics., Published a 2023 prediction-system overview using 31,294 individuals across 615 companies.

## Products & services

- **RethinkBH** — ABA clinical data collection, treatment planning, scheduling, documentation, billing, training, and practice analytics.
- **RethinkEd** — K-12 special education, behavior support, wellness curriculum, interventions, and professional learning; school solutions first launched in 2010.
- **RethinkCare** — Employer-funded neurodiversity, disability, parenting, and caregiver support combining coaching, navigation, and digital resources.
- **RethinkFutures** — Health-plan clinical decision support and analytics for ABA treatment planning, progress comparisons, and care management.
- **AI Dashboard** — RethinkBH operational monitoring and alerts with conversational search.

## Achievements

- Named to the Inc. 5000 for a sixth year in 2024.
- Received a 2023 MedTech Breakthrough award for healthcare analytics.
- Published a 2023 prediction-system overview using 31,294 individuals across 615 companies.

## Latest updates

- **2026-09** — RethinkBH announced scheduling and clinical workflow modernization developed with more than 20 ABA organizations.
- **2026-03** — Launched RethinkBH AI Dashboard.
- **2026-03** — Appointed Dinesh Senanayake CEO, effective March 2; announced March 12.
- **2026-03** — Publicized a commissioned Forrester model estimating 119% ROI for a composite employer.
- **2025-08** — Acquired Joshin to extend disability and neurodiversity navigation.

## Links

- Website: https://www.rethinkfirst.com/
- LinkedIn: https://www.linkedin.com/company/rethink-first/
- Twitter/X: https://twitter.com/rethinkfirst
- YouTube: https://www.youtube.com/c/RethinkFirst
- Facebook: https://www.facebook.com/RethinkFirst

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Profile page: https://yespress.io/rethinkfirst
Published by YesPress — https://yespress.io
Last updated: 2026-10-03