Motivity

About Motivity

Motivity Systems provides a specialized software-as-a-service (SaaS) platform for the Applied Behavior Analysis (ABA) and behavioral health sectors. The company was founded in 2012 by Rex Jakobovits, PhD, who now serves as the Chief of Strategy and Innovation. Dr. Jakobovits, who holds a Ph.D. in Computer Science, previously founded and sold Vivalog Technologies to McKesson, where he then served as a Vice President for five years before establishing Motivity. His career is marked by extensive experience in clinical software and success in securing over $13M in NIH Small Business Innovative Research (SBIR) grants for his ventures.

The company's platform is an all-in-one, enterprise-ready system designed to support ABA providers treating individuals with autism and other developmental disorders. Serving over 550 clinics and organizations across seven countries, Motivity primarily caters to small and mid-sized ABA firms. The business generates revenue through subscriptions to its software, which integrates clinical data collection, practice management, scheduling, billing, and reporting into a single, HIPAA-compliant solution. Key features include real-time data collection and analysis, automated workflows, tools for caregiver engagement, and analytics for clinical decision support. A distinguishing element is its no-code behavioral program builder, which allows clinicians to create and share thousands of patient-specific application templates.

Initially funded by over $11 million in SBIR grants from the National Institute of Mental Health (NIMH) and matching grants from the Hawaii Technology Development Corporation, Motivity has focused on clinically-driven product development. In March 2025, the company secured a significant $27 million growth investment from Five Elms Capital, a software-focused investment firm. This capital infusion is intended to accelerate product innovation, particularly in AI-driven insights and enterprise capabilities, and expand its team. Following the investment, Smith Anderson, formerly an operator at Five Elms Capital, was appointed CEO to guide the company's expansion, while the existing team remained intact to ensure operational continuity.