Motivity Announces $27M Growth Investment from Five Elms Capital to Advance Innovation and Scale Operations

HONOLULU, March 12, 2025 /PRNewswire/ -- Motivity, a leading provider of clinical SaaS solutions for Applied Behavior Analysis (ABA) providers who treat children with autism, today announced a $27 million investment from Five Elms Capital, a leading software investment firm. The funding will enable Motivity to accelerate product innovation, expand its team, and strengthen support for ABA providers worldwide.

Since its founding in 2012, Motivity's mission has been to empower ABA clinicians with cutting-edge technology that strengthens clinical effectiveness and improves outcomes. To date, the company has secured $11 million in Small Business Innovative Research (SBIR) grants used to develop next-generation solutions, including AI-driven workflows, analytics for clinical decision support, and caregiver engagement tools. Today, Motivity serves over 550 organizations across seven countries, enhancing the delivery of high-quality, data-driven care.

"This investment isn't just about scaling; it's about pushing the boundaries of what's possible in ABA technology," said Rex Jakobovits, Founder of Motivity. "Our focus remains the same: delivering intuitive, intelligent solutions that help providers focus on what matters most - improving the lives of children with autism and their families. We couldn't have gotten here without SBIR funding from the National Institute of Mental Health and the support of its business development programs, including the NIH Entrepreneur in Residence consultation and the NIH Company Showcase Program. With Five Elms' partnership, we can accelerate our capacity to innovate and expand our impact."

The partnership with Five Elms marks a significant milestone in Motivity's growth. After evaluating multiple capital partners, Motivity selected Five Elms for its deep experience scaling founder-led software companies without compromising product integrity or customer service. With 38 active portfolio companies and a team of over 75 professionals, Five Elms brings strategic operational expertise alongside the capital investment to support Motivity's long-term vision. Together, the teams plan to accelerate advancements in Motivity's technology, expand customer support, and enhance Motivity's ability to serve ABA organizations at every level.

"Motivity is a unique company, transforming the day-to-day lives of ABA practitioners and patients alike through relentless product innovation and a mission-driven culture," said Austin Gideon, Principal at Five Elms Capital, who will join the Motivity board of directors as part of the investment. "We are thrilled to partner with the Motivity team to continue to scale the business, expand the platform, and improve outcomes for customers and patients."

As Motivity enters its next phase, the company's leadership is evolving to drive future expansion. Founder Rex Jakobovits, PhD, will transition to Chief of Strategy and Innovation, leveraging his expertise to guide the company's long-term vision and technological direction. Joining the team as CEO is Smith Anderson, previously an Operator with Five Elms Capital, who brings extensive experience in scaling technology companies. This leadership transition ensures a blend of innovative vision and operational expertise. Motivity's existing team remains fully intact, providing customers with operational continuity and maintaining the momentum of the platform's ongoing development.

New CEO Anderson agrees, "Motivity remains focused on clinical outcomes. This investment empowers us to expand that mission with enhanced tools, greater scale, and even stronger support. Our dedication to innovation and customer care remains unwavering. We are excited about the opportunities ahead and deeply committed to equipping ABA providers with best-in-class tools to deliver life-changing care."

Motivity will expand its research and development efforts, focusing on AI-driven insights, advanced clinical decision-support tools, and solutions to strengthen caregiver engagement. Additionally, the company will enhance its enterprise capabilities to meet the evolving needs of larger ABA organizations.

"Motivity's team is now well-positioned to grow alongside our customers," said Chief Clinical Officer Emaley McCulloch.  "We now have the rocket fuel to expand our reach, refine our solutions, and ensure that more organizations can benefit from the clinical excellence that we bring to the industry."

About Motivity
Motivity provides innovative clinical software solutions for behavioral health providers, offering an advanced platform for Applied Behavior Analysis (ABA) therapy. Their solutions are designed to streamline data collection, analysis, and reporting, enabling therapists to focus on improving the lives of individuals with autism and other developmental challenges. Trusted by more than 550 clinics and treatment centers globally, Motivity's platform improves clinical service delivery, automates processes, and enhances the quality of care.  Over $11M in seed funding was provided by NIH SBIR R44MH-098476, 108243, 124562 and 131510, with matching grants from the Hawaii Technology Development Corporation. For more information, visit www.motivity.net.

About Five Elms Capital
Five Elms is a growth investor in software businesses that users love, providing capital and resources to help companies accelerate growth and further cement their role as industry leaders.

With $3 billion in assets under management and a global team of over 75 professionals, Five Elms has invested in more than 70 software platforms globally. The firm's operational value creation team supports the portfolio, working alongside companies to accelerate growth, build out executive teams, increase customer retention, improve sales & marketing efficiency, upgrade analytical infrastructure, and expand into new markets. For more information, visit fiveelms.com.

SOURCE Five Elms Capital