Maia
Maia provides a cloud-based behavior change platform that delivers online nutrition education and compliance training to government agencies, nonprofits, and researchers serving USDA WIC, CACFP, and SNAP program participants across 30 U.S. states.
- Company typePrivate
- Founded2020
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Maia does
Maia Synergy LLC (DBA: Maia, operating the Maia Behavior Change Platform) is an Austin, Texas-based, 100% remote IT company that provides a cloud-based online behavior change platform to government agencies, nonprofits, and academic researchers. The company was formally incorporated in April 2020 as a spin-out from Western Michigan University, where Dr. Robert Bensley had created the original wichealth.org platform in 2002 for the Michigan WIC program. Maia now operates three productized offerings on its shared platform: wichealth (online nutrition education for participants in the USDA Special Supplemental Nutrition Program for Women, Infants, and Children), HealthyCACFP (online training and an integrated Health eKitchen meal planning tool for childcare providers in the USDA Child and Adult Care Food Program), and MyHealthySNAP (online nutrition education for Supplemental Nutrition Assistance Program participants).
The underlying platform is differentiated by a patented Behavioral Intelligence Framework (U.S. Patent 10,467,924, awarded November 2019), conversation-based education delivered through "Virtual Educators" with varied representations, a Lesson Triage recommendation engine, behavioral impact measurement, custom user profiles, and a robust data collection and sharing layer that has accumulated 10+ million lesson completions and 300+ million user metrics over 18 years. Additional platform features include interactive elements (videos, card sorting, attitude sliders, Q&A), a "Continue Later" resumption function, certificates, and custom surveys.
Maia follows a B2B2C go-to-market model, selling enterprise subscriptions on multi-year contracts to institutional buyers (state agencies, nonprofits, research institutions) via a consultative 6-step partnership process (Discovery, Custom Fit, Orientation, Pre-Launch, Launch, Bi-Annual Pulse). Pricing is quote-based and not publicly disclosed. End users — WIC participants, CACFP childcare providers, and SNAP participants — access the platform through their affiliated organizations. The company has 11–50 employees and operates without disclosed external institutional funding.
Maia firmographics
Firmographics- Name
- Maia
- Legal name
- Maia Synergy LLC
- Website
- https://behaviorchangecompany.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maia provides a cloud-based behavior change platform that delivers online nutrition education and compliance training to government agencies, nonprofits, and researchers serving USDA WIC, CACFP, and SNAP program participants across 30 U.S. states.
- Ownership category
- akta.pro rank
Maia industry classification
Industry- Product category
- Digital Health Education Platform
- NAICS
- Educational Support Services (611710), Educational Support Services (61171)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Adaptive Learning & Personalized Instruction Software (EDAJAMAE)
- akta.pro secondary industry
- Institutional & Program Analytics (Enrollment, Retention, Outcomes) (EDAFAFAK)
Keywords
Where Maia is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Maia business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Platform Licensing/Subscription: The company provides its behavior change platform to government agencies, nonprofits, and research institutions. The platform appears to be licensed or subscribed to by organizations serving WIC participants, CACFP childcare providers, and SNAP participants. Revenue likely comes from B2B subscriptions with government/nonprofit clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Contact for pricing |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Maia product offering
Product offeringCore offering
Maia provides a cloud-based behavior change platform that delivers interactive, dialogue-based online education and training. The platform powers three specific products — wichealth (USDA WIC nutrition education), HealthyCACFP (USDA CACFP childcare provider training with integrated meal planning), and MyHealthySNAP (SNAP participant nutrition education) — and is sold to government agencies, nonprofits, and academic researchers.
Product overview
Maia Synergy offers the MAIA Behavior Change Platform, a unified online education and training platform designed for behavior change. The core platform provides conversation-based education through Virtual Educators, tailored resources, and comprehensive data analytics. Built on this platform are three specific products: wichealth (nutrition education for WIC participants), HealthyCACFP (training with integrated Health eKitchen meal planning for childcare providers), and MyHealthySNAP (nutrition education for SNAP participants). Additional features include Lesson Triage recommendations, Behavioral Impact measurement, Custom Surveys, and Certificates. The platform serves nonprofits, government organizations, and academic researchers.
Differentiator
Problem solved
Functional benefit
Brands
- wichealth: Online nutrition education platform for WIC (Special Supplemental Nutrition Program for Women, Infants, and Children) participants
- HealthyCACFP
- MyHealthySNAP
Products and services
- MAIA Behavior Change Platform Core cloud-based behavior change platform that delivers hyper-focused, self-led educational experiences through conversation-based dialogue, virtual educators, tailored resources, and comprehensive data collection. Sold to government agencies, nonprofits, and academic researchers who serve end-user audiences.
- wichealth Online nutrition education platform for low-income women, infants, and children participating in the USDA WIC program. Enables WIC participants to meet their mandatory nutrition education requirement to receive food benefits online.
- HealthyCACFP Online nutrition training and meal planning platform for childcare providers participating in the USDA Child and Adult Care Food Program (CACFP). Used for corrective action and continuing education, with an integrated meal planning tool (Health eKitchen) for compliance with food guidelines.
- MyHealthySNAP Online nutrition education platform for Supplemental Nutrition Assistance Program (SNAP) participants. Delivers tailored behavior-change content and tracking for low-income individuals enrolled in SNAP.
Quantifiable outcome
- 10+ million lesson completions
- +4 more outcomes
Companies that use Maia
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Maia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature10 records
Maia partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Western Michigan UniversitycoreSpin-out from Western Michigan University. The behavior change platform originated from Dr. Robert Bensley's work at Western Michigan University in 2002. The company maintains academic roots and research focus.
- North Carolina CACFPcoreClose partnership with North Carolina CACFP staff for lesson development and Health eKitchen meal planning tool creation for CACFP childcare providers. North Carolina CACFP staff contributed to product development as primary users.
- North Carolina and Florida Childcare ProvidersminorLocal childcare providers in North Carolina and Florida collaborated in lesson development and meal planning tool creation. These providers, as end-users, contributed to product development.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Maia competitors and assessment
Company assessmentDirect peers
- Welltok: Welltok's platform drives consumer health engagement and wellness program participation for health plans and employers — directly comparable SaaS behavior-change engagement model sold into similar institutional buyers.
- HealthStream: HealthStream is a healthcare workforce education and compliance platform sold to hospitals, health systems and government-affiliated providers — comparable business model (subscription LMS for regulated healthcare audiences) and overlapping institutional buyer base.
- Relias: Relias provides workforce training and compliance learning for health and human services organizations and state agencies — directly overlapping Maia's government/nonprofit training motion and B2B/2G sales motion into similar compliance-driven education buyers.
- Wildflower Health: Wildflower Health delivers personalized maternal and family-health engagement via a mobile platform to health plans and providers — directly comparable in target audience (low-income women/children), behavior-change methodology and B2B2C payer/government channel.
Emerging players
- InquisitHealth: InquisitHealth runs peer-to-peer patient engagement and education programs for chronic disease populations through health plans and providers — overlapping behavior-change education model for similar payer/research customers.
- Medisafe: Medisafe is a medication-adherence and patient-engagement platform with a virtual-educator-style personalization approach — comparable behavior-change methodology applied to chronic-condition adherence at population scale.
- mPulse Mobile: mPulse Mobile provides conversational AI-driven health engagement and outreach to managed-care and government populations — comparable interactive dialogue/virtual-educator methodology and B2B/2G channel for behavior-change programs.
Broad incumbents
- Staywell (WebMD Health Services): Staywell/WebMD Health Services delivers well-being, condition management and health education programs to employers and health plans — overlapping population-health education offering for similar institutional buyers, though much broader in scope.
- Omada Health: Omada Health is an established digital behavior-change platform for chronic disease prevention (diabetes, hypertension) sold to employers, payers and providers — addresses the same kind of evidence-based behavior change use cases, though at greater scale and capital.
- Wolters Kluwer Health (Lippincott/CMA): Wolters Kluwer's health learning division provides evidence-based clinical and patient education content and platforms to providers and government programs — broader portfolio player whose health education stack competes for similar evidence-based mandates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights5 records
Customer concentration
Maia social profiles
Digital presenceMaia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maia leadership team
Management profileNumber of profiles
Profiles2 records
Maia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maia
What does Maia do?
Maia provides a cloud-based behavior change platform that delivers interactive, dialogue-based online education and training. The platform powers three specific products — wichealth (USDA WIC nutrition education), HealthyCACFP (USDA CACFP childcare provider training with integrated meal planning), and MyHealthySNAP (SNAP participant nutrition education) — and is sold to government agencies, nonprofits, and academic researchers.
Is Maia a public or private company?
Maia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Maia founded?
Maia was founded in 2020. It employs 11 to 50 people.
Where is Maia based?
Maia is headquartered in Austin, United States, in the North America region.
How does Maia make money?
One revenue line is on record: platform Licensing/Subscription.
Who are Maia's main competitors?
Direct peers on record are Welltok, HealthStream, Relias and Wildflower Health. Emerging players are InquisitHealth, Medisafe and mPulse Mobile. Broad incumbents are Staywell (WebMD Health Services), Omada Health and Wolters Kluwer Health (Lippincott/CMA).
Does Maia have an API?
No public API is recorded for Maia.
What industry is Maia in?
Maia's product category is Digital Health Education Platform. Its primary akta.pro industry code is EDAJAMAE, Adaptive Learning & Personalized Instruction Software, with a secondary code of EDAFAFAK, Institutional & Program Analytics (Enrollment, Retention, Outcomes). Its NAICS code is 611710 and its SIC code is 7372.