Daniel Etra, CEO

Changing Lives Worldwide

“The desire to not just build a successful business but one that will inspire and empower the lives of individuals with developmental disabilities by incorporating technology in a scalable solution,” this has been the motto of Daniel Etra, CEO of Rethink—a global health technology company providing cloud-based treatment tools, training and clinical supports for individuals with developmental disabilities and their caregivers. With a significant dearth of trained professionals (there are only approximately 25,000 Board Certified Behavioral Therapists) available to meet the needs of a growing population with a developmental disability (approximately 450 million individuals birth-21 globally), Rethink set out to create a scalable solution that would make clinical best practice treatment tools and supports available to the individual and their caregiver(s) no matter where they are located.

Beginning with a focus on families caring for a dependent with a developmental disability, Rethink, under Etra’s leadership, has expanded its product range to serve all entities revolving around the care of this population. Today, Rethink’s three divisions – Education, Employer and Behavioral Health are offering treatment tools and supports for caregivers in the US Department of Defense, Managed Care, Medicaid, federal, state and social service agencies, public school districts, Fortune 500 employers and families in the U.S. and over 120 countries globally. It is pertinent to mention that the Rethink platform connects through data a network of stakeholders across a continuum of care and provides deep content and analytical tools within each vertical.

" I can't think of any benefits we've ever added to our suite that got so much attention and so many letters to our president, thanking him for bringing Rethink on, and what a difference it was going to make in their lives. "

Providing research-based teaching strategies grounded in the principles of Applied Behavior Analysis (ABA), the award-winning Rethink program includes a comprehensive online individualized treatment program with over 1,500 video-based demonstrations - developed by internationally-recognized experts in the field - to train caregivers, parents, professional and paraprofessional staff how to manage problem behaviors as well as teach an individual with a developmental disability critical skills. Automated data-based reports track progress in real time, facilitate coordination across care team members, and allow for robust data analytics on outcomes. In addition, Program Specialists can also utilize Rethink as a form of job-embedded professional development and to augment coaching caregivers and other support staff.

Rethink also offers a range of technology-enabled remote service options, ranging from short-term web-based consultations with Rethink’s Board-certified behavioral therapists to ongoing program development initiatives supported by an in-house team of clinicians. In addition, Rethink’s practice management offering allows for the tracking of service authorizations and cost of treatment as it relates to clinical outcomes. Rethink serves individuals at all levels of development and ages ranging from point of diagnosis through early adulthood.

According to Etra, one of the most critical needs in employee benefits is supporting employees caring for a child with a developmental disability such as autism or ADHD. That is why Costco Wholesale decided to be proactive and offer unique supports such as the Rethink program to these employees, who make up nearly 20 percent of the workforce. As Donna Sexton, the Director of Employee Benefits at Costco, notes, “I can't think of any benefits we've ever added to our suite that got so much attention and so many letters to our president, thanking him for bringing Rethink on, and what a difference it was going to make in their lives.”

Rethink has been termed as unique in the marketplace by offering a scalable and fully integrated solution to addressing the needs of individuals with a developmental disability and their caregivers. Rethink’s employees share a deep passion for having a social impact and drive continuous innovation in the products that Rethink offers. “We are in the process of expanding our core product offering beyond treatment tools and supports for dependents with a developmental disability and their caregivers to adults with a developmental disability, including supporting those individuals in the workplace,” adds Etra.




Daniel Etra


Rethink Behavioral Health provides intuitive and comprehensive tools for turn-key clinical solutions, training and practice management.

CEO Magazine(v2)