211 Maryland

What 211 Maryland does

211 Maryland is the state-designated administrator of Maryland's 211 information and referral system, operated by the Maryland Information Network, a 501(c)3 nonprofit headquartered in Columbia, Maryland. The organization connects Maryland residents to health and human services resources including food assistance, housing, utility support, mental health and substance use treatment, veterans benefits, and aging/disability services, serving a state population of more than 6 million with 1.1M+ total connections in FY 2024 across phone, text, and web channels. The service is free, confidential, available 24/7/365 in English and Spanish with translation in 150+ languages, and is the recognized hub for emergency and crisis referrals in partnership with the 988 Lifeline Network and the MDH Behavioral Health Administration.

The core platform is a comprehensive resource database of 7,000-7,500+ agencies and services, accessible through three primary channels: the 211 voice line (dial 211, plus regional toll-free numbers and TTY/7-1-1 access), a web-based search portal (search.211md.org), and SMS text programs at 898-211 (TXT-211) covering topics such as mental health, kinship care, veterans, reentry, opioids (MDHope), hate crime reporting (MDStopHate), and emergency preparedness (MdReady). Information and Referral Specialists perform ZIP code-based matching to local resources, and the organization has built a deeper care-coordination layer that connects hospital emergency departments to community-based behavioral health providers post-discharge. The system is supported by a call center network of regional crisis and human services partners rather than a single large in-house call center.

The business model is that of a state-funded nonprofit social enterprise. There is no charge to end users; revenue (though not disclosed) is derived from Maryland state government grants, the state designation as the official 211 administrator, donations from the public, and program-specific partnerships with agencies such as the Department of Aging, Department of Health, and Department of Human Services. The organization operates with a very small direct staff (1-10 employees), leveraging its call center network partners to deliver frontline service. Customer growth and program expansion have been strong, evidenced by a near-doubling of annual connections between 2023 and FY 2024 and the launch of multiple new vertical programs in partnership with state agencies.

Name

211 Maryland

Legal name

Maryland Information Network 2-1-1 Maryland, Inc.

Website

https://211md.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

211 Maryland, operated by the Maryland Information Network nonprofit, is the state's designated 211 information and referral system. It connects Maryland residents to health and human services through phone, web, and SMS, covering 7,500+ agencies in 150+ languages, 24/7/365.

Ownership category

akta.pro rank

Product category

Social Services Information and Referral

NAICS

Individual and Family Services (6241), Social Assistance (624)

SIC

Services-Social Services (8300)

akta.pro primary industry

Financial Assistance & Benefits Navigation Services (BPAGAEAK)

akta.pro secondary industries

Housing Assistance & Homeless Services (BPAGAEAB), Behavioral Health Crisis Services Management (988/Hotlines/Mobile Crisis Coordination) (HLAEAHAK), Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI), Community Resources, Social Services & Transportation Coordination (HLADALAK), Healthcare-Linked Social Benefits Administration (e.g., Medicaid/Means-Tested Health Coverage) (BPAIAKAH)

Keywords

• Information and referral
• Community resource database
• Social services helpline
• Human services navigation
• Crisis intervention support

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Government Grants and Funding: As the state-designated administrator of the 211 system in Maryland, 211 Maryland is powered by the Maryland Information Network, a 501(c)3 nonprofit organization. The organization receives government funding to operate the statewide 211 system.
2. Donations: The organization accepts donations from the public to support operations and community outreach.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

211 Maryland operates the state's comprehensive Information and Referral System, connecting Maryland residents to health and human services resources through three primary channels: a 24/7/365 phone helpline (dial 211), an online searchable database (search.211md.org) listing 7,000+ agencies and services, and SMS text messaging programs (text keywords to 898-211). Services include food assistance, housing, utility help, tax preparation, mental health and substance use support, veterans services, aging and disability resources, hate crime reporting, and care coordination following hospital discharge, delivered free of charge with translation in 150+ languages.

Product overview

211 Maryland is a unified Information and Referral System that serves as the state's central connector to health and human services. The core product operates as a single integrated platform combining phone (dial 211), online search, and SMS text messaging to connect Marylanders to over 7,000 community resources 24/7/365. The service is available in English and Spanish with translation in 150+ languages. Key integrated components include the 211 Call Center staffed by Information and Referral Specialists, the 211 Online Resource Database (search.211md.org), and Text Message Alert Programs. Supporting programs include 211 Care Coordination for hospital settings, the 211 Health Check Program for mental health, MDStopHate for hate crime reporting, MDHope for opioid support, and MdReady/MDReady for emergency preparedness alerts. The service connects with 988 crisis support for mental health and substance use emergencies.

Differentiator

Problem solved

Functional benefit

Products and services

• 211 Call Center 24/7/365 call center staffed by Information and Referral Specialists who listen to caller concerns, identify unmet needs, and connect individuals to appropriate community resources using ZIP code and the resource database. Free, confidential, and available in English and Spanish with translation in 150+ languages, plus TTY access via 7-1-1.
• 211 Online Resource Database Searchable online database of 7,000+ statewide resources that lets users search by keyword, ZIP code, or browse by topic category (Housing, Utilities, Food, Domestic Violence, Children & Families, Legal, Employment, Veterans, Aging, Disability, etc.) or by Maryland county. Available 24/7 in 15+ website languages.
• Text Message Alert Programs Ongoing SMS text messaging programs providing region-specific resource information and alerts, accessible by texting keywords to 898-211 (TXT-211). Covers topics including mental health, aging, veterans, reentry, kinship care, opioids, hate crime reporting (MDStopHate), opioid support (MDHope), and emergency preparedness. Text and data rates may apply.
• 211 Care Coordination Statewide program connecting hospital emergency departments to community resources, designed to improve behavioral health outcomes by providing follow-up support, warm referrals, and resource connection after ER discharge for patients with behavioral health needs.
• 211 Health Check Program Mental health callback service program connecting callers to ongoing mental health support, established under the Thomas Bloom Raskin Act to provide enhanced mental health services for Maryland residents.
• 988 Crisis Support Integration Integration with the 988 Suicide and Crisis Lifeline providing 24/7 crisis support for mental health and substance use concerns via phone, chat, and text, with specialized veteran services by pressing 1. Connects Marylanders in crisis to immediate stabilization, counseling, and ongoing follow-up resources.
• MDStopHate Program Program for reporting hate crimes and bias incidents, offering confidential connections to community resources for affected individuals, available via the 211 hotline or by texting MDStopHate to 898-211. Operated in partnership with the Maryland Governor's Office of Community Initiatives.
• MDHope Texting Program Free confidential texting program that connects individuals to local opioid resources, treatment centers, naloxone access points, and prescription drug disposal sites by texting MDHope to 898-211. Targeted at people struggling with opioid use and their families.
• MdReady Emergency Preparedness Alerts Emergency preparedness text alert system that lets Maryland residents receive personalized, localized warnings and disaster preparedness information for their area, including storm notifications, public health emergencies, and region-specific resource information delivered via SMS.

Quantifiable outcome

• More than 1.1M connections made by phone, text, and website in FY 2024
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Maryland Department of AgingcoreStrategic or Co-development PartnerPartnership to increase access to aging and disability information through Maryland Access Point (MAP). The collaboration allows both agencies to expand reach and bring information about long-term services and supports to those who need them.
• Maryland Department of HealthcoreStrategic or Co-development Partner211 Maryland partners with Maryland Department of Health and MDH Behavioral Health Administration for statewide mental health initiatives including the 211 Care Coordination program for hospital emergency departments and the 211 Health Check Program.
• Maryland Governor's Office of Community Initiatives and Office of Immigration AffairscoreGTM or Marketing PartnerPartnership to connect new Americans and Marylanders to critical services and make it easy to report hate and bias crimes and/or incidents through the #MDStopHate initiative.
• Baltimore Crisis ResponsecoreStrategic or Co-development PartnerPart of of the 211 Call Center Network, Baltimore Crisis Response provides short-term residential detox programs and crisis intervention services. They are a crisis call center partner.
• MdReady Program (Maryland Emergency Preparedness)minorStrategic or Co-development PartnerEmergency preparedness text alert system providing Marylanders with urgent, localized warnings before, during, and after storms. Enhanced features launched in 2024.
• RALI Maryland (Rx Abuse Leadership Initiative)minorGTM or Marketing PartnerPartnership for the statewide 'Stop the Stigma' opioid education campaign, offering free prescription medication disposal bags and supporting those with opioid addiction.
• LIVEFORTHOMAS FoundationminorGTM or Marketing PartnerPartnership for suicide prevention awareness, honoring Thomas Ocasio and providing resources to prevent suicide through the podcast and community outreach.
• NAMI MarylandminorGTM or Marketing PartnerNational Alliance on Mental Illness Maryland chapter, providing mental health support discussions and resources through the 'What's the 211?' podcast.
• Grassroots Crisis Intervention CentercoreStrategic or Co-development PartnerMember of 211's call center network, providing crisis support including behavioral health, food, and homelessness services in Howard County. Featured on Maryland Peace of Mind suicide prevention program.
• Kennedy Krieger InstituteminorGTM or Marketing PartnerPartnership for adolescent mental health support discussions featured on the 'What's the 211?' podcast, addressing mental health needs for youth.
• Springboard Community ServicesminorGTM or Marketing PartnerPartnership for mental health support and 211 Care Coordination discussions, featuring organization representatives on the 'What's the 211?' podcast.
• Sheppard PrattminorGTM or Marketing PartnerMental health support partnership, with psychotherapist Kirk Baltimore appearing on 92Q radio discussions with 211 Maryland's CEO about minority mental health goals.
• Maryland Coalition of FamiliesminorStrategic or Co-development PartnerPartnership for substance use and family peer support, connecting families to resources and treatment options, workshops, training and support groups.
• Caroline County Health DepartmentminorStrategic or Co-development PartnerMobile Treatment Unit partnership providing opioid use disorder treatment to underserved rural communities on the Eastern Shore via a recreational vehicle.
• University of Maryland Extension Family & Consumer SciencesminorGTM or Marketing PartnerCollaboration to provide mental health text messages to caregivers and health service workers through the text messaging platform.
• 988 Lifeline NetworkcoreStrategic or Co-development Partner211 Maryland works with the 988 suicide prevention and crisis line system, connecting Marylanders to mental health and substance use crisis support via dial 988.
• 988 Behavioral Health AdministrationcoreStrategic or Co-development PartnerPartnership with MDH Behavioral Health Administration for the 211 Care Coordination program helping ER patients connect to mental health services and community resources.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 211 LA County: 211 LA County operates the largest 211 system in the United States, serving Los Angeles County with similar information and referral services via phone, web, and text. Directly comparable 211 model with larger geographic footprint and similar multi-channel delivery.
• Findhelp (formerly Aunt Bertha): Findhelp is the largest national social care network, providing a technology platform connecting individuals to community resources across all 50 states. Closest direct competitor in the social-care referral space, operating with a more scalable technology-forward model than traditional 211 operators.
• United Way 211: United Way Worldwide coordinates the national 211 network across the U.S. and Canada, providing shared standards, technology, and branding to local 211 operators including Maryland. The umbrella organization governs many of the same resources and partnerships 211 Maryland depends on.
• Healthify (WellSky Social Care): Healthify, now part of WellSky, provides a technology platform for closed-loop social care referrals and integrates with health systems to coordinate health and human services. Comparable to 211 Maryland's Care Coordination program, with stronger technology and healthcare integration.
• 211 San Diego: 211 San Diego is one of the leading 211 operators in California with a strong technology stack and partnerships spanning health, human services, and crisis response. Highly comparable to 211 Maryland as a regional 211 with active programs and similar service taxonomy.
• Benefits Data Trust: Benefits Data Trust helps individuals apply for and access public benefits (SNAP, Medicaid, TANF) through technology-enabled outreach and application assistance. Direct peer in benefits navigation with nonprofit structure similar to 211 Maryland.

Emerging players

• Waymark: Waymark provides technology-enabled care coordination and social services referrals for Medicaid populations, partnering with health plans and providers. Comparable to 211 Maryland's Care Coordination program with a more scalable technology and value-based-care delivery model.
• Crisis Text Line: Crisis Text Line provides 24/7 text-based crisis support nationally, with technology-forward volunteer-staffed model. Overlaps with 211 Maryland's text-based programs (898-211) for mental health topics, though narrower in scope (crisis only, no general I&R).

Broad incumbents

• 988 Suicide & Crisis Lifeline: The 988 Lifeline is the federally designated crisis line for mental health and substance use emergencies, operated by SAMHSA with state-level network partners. 211 Maryland coordinates with 988 as part of Maryland's crisis services; partial overlap in target population and crisis services.

Regional players

• NAMI Maryland: NAMI Maryland is the state chapter of the National Alliance on Mental Illness, providing mental health education, support groups, and advocacy. A regional peer focused on mental health specifically; collaborates with 211 Maryland on resources but does not directly compete.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/211Maryland

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 211 Maryland