Abstract
Private equity (PE) refers to a financial investment model that involves investment firms pooling funds from multiple investors to acquire, manage, and resell companies for profit. PE firms have identified applied behavior analysis (ABA) service providers as a lucrative investment opportunity, leading to a surge of involvement within the industry. Although concern has been expressed about PE involvement in ABA, there are few resources available to behavior analysts interested in understanding its potential impacts. In this article, I will provide an overview of the risks and appeals of PE ownership and offer my reckoning of what may come of PE involvement in ABA.