RethinkFirst, Inc. Company Profile

Background

Overview

RethinkFirst, Inc., established in 2007, is a global health technology company specializing in behavioral health solutions. The company offers cloud-based treatment tools, training, and clinical support designed to empower individuals and organizations to build healthier, happier, and more fulfilling lives. Their solutions cater to a diverse clientele, including employers, educators, payors, and behavioral health professionals.

Mission and Vision

RethinkFirst's mission is to provide scalable, evidence-based treatment solutions that support neurodiverse individuals and those who care for them. Their vision is to transform the behavioral health landscape by inspiring and empowering all individuals with behavioral health challenges and those who support them.

Industry Significance

As a pioneer in behavioral health technology, RethinkFirst has significantly impacted the industry by integrating clinical expertise with data science and technology. Their solutions have been adopted by numerous organizations, including nearly one-third of the Fortune 100 companies and many of the country's largest public-school districts, underscoring their industry significance.

Key Strategic Focus

Core Objectives

RethinkFirst aims to expand access to effective behavioral health care by providing innovative, evidence-based solutions that improve outcomes and enable value-based care across diverse communities.

Areas of Specialization

The company specializes in delivering cloud-based behavioral health solutions that support a range of individuals, including K-12 students and educators, working parents, caregivers, clinicians, payors, and families of neurodivergent individuals.

Key Technologies Utilized

RethinkFirst leverages data science, analytics, and artificial intelligence (AI) to enhance the effectiveness of their behavioral health solutions. These technologies enable the company to provide scalable, evidence-based tools and training that improve outcomes and support value-based care.

Primary Markets Targeted

The company's primary markets include employers, educators, payors, and behavioral health professionals, with solutions designed to support K-12 students, working parents, caregivers, clinicians, and families of neurodivergent individuals.

Financials and Funding

Funding History

RethinkFirst has raised a total of $22.5 million in funding.

Recent Funding Rounds

The company has secured growth equity funding, with the most recent round completed in August 2020.

Notable Investors

Investors in RethinkFirst include K1 Capital Management, Rethink Education, Arboretum Ventures, and Beringea.

Utilization of Capital

The capital raised has been utilized to expand RethinkFirst's product offerings, enhance technological capabilities, and support strategic acquisitions, such as the acquisition of Joshin, Inc., to create a fully integrated neurodiversity and disability support platform.

Pipeline Development

Key Pipeline Candidates

RethinkFirst's key pipeline candidates include their cloud-based behavioral health solutions, such as RethinkCare, RethinkEd, and RethinkBH, which are designed to support various stakeholders in the behavioral health ecosystem.

Stages of Development

These solutions are in active deployment, with continuous updates and enhancements to meet the evolving needs of their users.

Target Conditions

The solutions target a range of behavioral health conditions, including autism spectrum disorder (ASD), ADHD, and other learning disabilities, aiming to improve outcomes for individuals with these conditions.

Anticipated Milestones

Anticipated milestones include the continued expansion of their user base, integration of advanced AI capabilities, and the development of new features to enhance user experience and support value-based care.

Technological Platform and Innovation

Proprietary Technologies

RethinkFirst's proprietary technologies include their cloud-based platforms—RethinkCare, RethinkEd, and RethinkBH—which integrate clinical expertise with data science and AI to deliver evidence-based behavioral health solutions.

Significant Scientific Methods

The company employs evidence-based protocols, workflow automation, and advanced data analytics to drive meaningful clinical outcomes and improve performance for customers and the communities they serve.

AI-Driven Capabilities

RethinkFirst has integrated AI-driven capabilities into their platforms, such as Session Note AI, to enhance clinical documentation and support decision-making processes.

Leadership Team

Executive Profiles

Ben Semmes: Chief Executive Officer (CEO)

Professional Background: Ben Semmes has extensive experience in leading technology companies, focusing on growth and innovation.
Contributions: Under his leadership, RethinkFirst has expanded its product offerings and secured significant funding to support its mission.

Eran Rosenthal: Co-Founder, President & Chief Operating Officer (COO)

Professional Background: Eran Rosenthal has a background in operations and management, with experience in scaling technology companies.
Contributions: He has played a pivotal role in the company's operational growth and strategic direction.

Eric Larsson: Chief Financial Officer (CFO)

Professional Background: Eric Larsson brings over two decades of experience in financial strategy and operations across public and private software and technology companies.
Contributions: He joined RethinkFirst in October 2025, focusing on guiding financial strategy and supporting sustainable growth.

Leadership Changes

In October 2025, RethinkFirst appointed Eric Larsson as Chief Financial Officer, bringing extensive experience in financial strategy and operations to the company.

Competitor Profile

Market Insights and Dynamics

The behavioral health technology market is experiencing significant growth, driven by increasing awareness of mental health issues and the need for scalable, evidence-based solutions. Key trends include the integration of AI and data analytics into behavioral health platforms and a focus on value-based care models.

Competitor Analysis

RethinkFirst faces competition from various companies in the behavioral health technology space, including:

SpectrumAi: Offers AI-driven solutions for behavioral health, focusing on predictive analytics and personalized care plans.

360factors: Provides compliance management and risk assessment tools, with applications in behavioral health settings.

AscentAI: Specializes in AI solutions for regulatory compliance, with potential applications in behavioral health.

Strategic Collaborations and Partnerships

RethinkFirst has strengthened its market position through strategic collaborations, such as the acquisition of Joshin, Inc., to create a fully integrated neurodiversity and disability support platform.

Operational Insights

RethinkFirst's comprehensive suite of solutions, including RethinkCare, RethinkEd, and RethinkBH, provides a competitive advantage by addressing the diverse needs of stakeholders in the behavioral health ecosystem. The integration of AI and data analytics into their platforms enhances the effectiveness and scalability of their offerings.

Strategic Opportunities and Future Directions

RethinkFirst is well-positioned to capitalize on the growing demand for behavioral health solutions by expanding its product offerings, enhancing technological capabilities, and exploring new markets. The company's focus on integrating AI and data analytics into their platforms aligns with industry trends and positions them for continued growth and innovation.