Four businesses under one roof, and the only ABA software company whose early funding is public record.
RethinkFirst was founded in New York in 2007 by Daniel Etra and Eran Rosenthal, building training tools for autism treatment. It registered with the SEC the following year — originally under the name Treat Autism Now Inc — and that decision left a paper trail almost nobody else in this category has.4
Between 2009 and 2014 the company filed a series of Form D notices with the SEC, each disclosing the amount sold. They total $14,925,000, ending with a $10 million round led by Beringea and Arboretum Ventures. Everywhere else in ABA software, funding is private and unconfirmed; here it can simply be read.10
In 2020 K1 Investment Management invested and the company started buying: a telehealth platform, a mindfulness company, a K-12 learning product, a therapy practice-management system, an ABA billing service, and in 2025 a disability-support platform whose customers included Best Buy and Dropbox. The ABA software is now one division of four.1
| What | Amount | Detail |
|---|---|---|
| 2009–2011 | $4,925,000 | Seven Form D filings, the largest a 2011 offering that closed at $3,115,000 after two amendments.10 |
| June 2014 | $10,000,000 | Recorded in the company's Form D. PE Hub reported the round as led by Beringea and Arboretum Ventures; its detail sits behind a paywall, so we cite only its public headline.5 |
| K1 Investment Management | Not disclosed | August 2020. No filing, no figure, and neither party used the words majority, control or acquisition.1 |