About Us

Health, resilience and happiness. These are a few of our favorite things.


Whil is now part of the Rethink family, a global health technology leader within the behavioral health space backed by a 15-year heritage.

Logo - Whil a Rethink Division

Rethink is the world’s leading global health company with award-winning solutions in three verticals: education, behavioral health and enterprise employer solutions.

In early 2021, Whil was acquired and merged with our industry leading enterprise business to provide Personal Wellbeing, Professional Resilience and Parenting & Caregiving solutions on one leading platform.

As a division of Rethink, the Whil platform fills a clear gap in the market to support all aspects of employee wellbeing, from home life to work life and everything in between. Our innovative solutions leverage evidence-based and clinically validated approaches to enable employees to be healthier, happier and more successful in all areas of life.

From stress resilience, to insomnia, to managing anxiety, to improving relationships, to building emotional intelligence, to parenting a neurodiverse child with behavioral challenges, and more - Whil is enabling professionals across the world to be more resilient, less stressed and more productive everyday.


Whil, A Rethink Division


Daniel Etra

Daniel Etra currently serves as the CEO of Rethink. Prior to co-founding Rethink, Mr. Etra was CEO of R.E.R. International. Mr. Etra was a Consultant at Bain & Company, helping establish their NY office and also served as a Managing Director of Promodex Ltd. In addition, Mr. Etra worked at Wasserstein, Perella & Co., specializing in M&A in the fields of healthcare, technology and natural resources. Mr. Etra has an MBA from Harvard Business School and a BA in Economics from Yale University.

Joe Burton

Joe Burton

Joe Burton is the founder and CEO of Whil. He’s an entrepreneur in scientific wellbeing, former President of Headspace and spent fifteen years as a global COO in public companies. Mr. Burton is an alumnus of Harvard Business School and regular contributor to Forbes, Business Insider and The Huffington Post. He’s worked in over 50 countries and travels the world speaking on topics including disruption, culture, employee safety and mindfulness as competitive advantage.


Eran Rosenthal
COO & President

Eran Rosenthal currently serves as President and COO of Rethink. Prior to co-founding Rethink, Mr. Rosenthal was President and COO of R.E.R. International, a supplier of printed materials to the retail industry. Mr. Rosenthal was Director of Operations at QRS Corp., a leading provider of e-commerce solutions to the retail industry. Mr. Rosenthal has an MBA from University of Illinois and a BA in Political Science from Tel Aviv University. Born and raised in Tel Aviv, Israel, he is also the father of three children.


 Whil's Advisory Board

Josh Bersin

Josh Bersin
Board Advisor

Josh Bersin is a world-known industry analyst and founder of Bersin by Deloitte, leading provider of research-based membership programs in human resources (HR), talent and learning. He is a global research analyst, public speaker, and writer on the topics of corporate human resources, talent management, recruiting, leadership, technology, and the intersection between work and life. He also advises a variety of HR and learning companies to help them align their products and services toward the needs of corporate buyers.

Dr. Tara Cousineau

Dr. Tara Cousineau
Science Advisor

Dr. Cousineau, PhD, is a clinical psychologist and research scientist. Her expertise spans child and adolescent health, women’s health, mind-body medicine, and use of innovative technologies to promote positive coping and wellbeing. She is the founder and CEO of BodiMojo, Inc., a health communications research firm that develops and evaluates wellness interventions and has received numerous grants from the National Institutes of Health’s Small Business Innovative Research (SBIR) program. She is also the author of The Kindness Cure: Using the Science of Compassion to Heal Your Heart and Your World (New Harbinger Publications, 2018).

Jeffrey Durmer

Jeffrey Durmer
Sleep Advisor

Dr. Durmer, MD, PhD, is a systems neuroscientist, neurologist and sleep medicine physician with expertise in technology enabled sleep-health delivery systems. He’s an adjunct professor at Georgia State University, and co-founder, Chief Medical Officer of FusionHealth, a sleep health technology firm. Prior to this, he co-founded FusionSleep, a program for sleep disorders. He’s a member of the Medical & Scientific Advisory Board for the Restless Legs Foundation and on their pediatric RLS subcommittee. He’s also the Sleep Performance Director for the Atlanta Falcons and a Sleep Medicine advisor to the Federal Aviation Administration.

Dr. Paul Friga

Dr. Paul Friga
Strategy & University Advisor

Dr. Friga, PhD, is a Clinical Associate Professor at the Kenan-Flagler School of Business at the University of North Carolina at Chapel Hill, teaching management consulting and strategy. He co-founded and served as the first chair of the Strategic Management Society’s Strategy Teaching Community. He is the Co-Founder and Chief Strategy Officer of Academic Benchmarking Consortium. Dr. Friga consults for many Fortune 100, mid-size and entrepreneurial companies, universities and nonprofits. He is also a faculty member in the Institute for Management Studies, teaching strategy to executives in the U.S. and Europe.

Dr. Robert Graham

Dr. Robert Graham
Nutrition Advisor

Dr. Graham, MD, MPH, ABOIM, FACP is Board Certified in Internal and Integrative Medicine. He completed his medical degree from the School of Medicine at Stony Brook and his residency in Internal Medicine at Lenox Hill Hospital. Dr. Graham received a MPH from the Harvard School of Public Health and completed 3 fellowships in General Internal Medicine, Integrative Medicine and Medical Education at Harvard Medical School. He is the former Director of Integrative Health and Wellness at Northwell Health. His integrative medicine practice FRESHMedNYC focuses on Food, Relaxation, Exercise, Sleep and Happiness, that’s F.R.E.S.H.

Dr. Kimberly McNatt

Dr. Kimberly McNatt
Education Advisor

Dr. Kimberly McNatt leads Whil’s innovation and impact group for schools and behavioral health systems. She's also the Chief Innovation Officer at Nuve 9, working with social entrepreneurs to design sustainable scaling channels for products and brands. The former CEO at The Hawn Foundation | MindUP™ program, McNatt led the evidence-based SEL curriculum for the leading live training mindfulness program through years of unprecedented growth. During her career, Kim has focused on content development and strategies to serve educational systems at scale.


Trusted by Mid-Market and Enterprise Employers

Logo - Toyota - Centered
Logo - Dupont - Smaller
Logo - Lockhead Martin - Bigger
Logo - Northwestern Mutual - Centered
LOGO - Intuit - Smaller
Logo - BBVA - Centered
Logo - American Family Insurance
Logo - Harvard - Business - School
Logo - Lincoln Financial Group
Logo - H&R Block
Logo - BBVA - Smaller

Create Happier, Healthier Employees and a Workforce That Thrives