Midland Area Agency on Aging

What Midland Area Agency on Aging does

Midland Area Agency on Aging is a private non-profit organization headquartered in Centralia, Illinois, designated by the Illinois Department on Aging as the Area Agency on Aging and Aging and Disability Resource Center (ADRC) for Planning and Service Area 09, covering Clay, Effingham, Fayette, Jefferson, and Marion counties. Founded in 1973, the agency functions as the single area-wide entry point to the federal/state Aging Network, coordinating accessible services that enable older adults and persons with disabilities to live independently. Its service portfolio includes Medicare counseling and SHIP enrollment support, caregiver assessment and training (via third-party TCARE and Trualta platforms), Dementia Friendly Community task forces across Effingham, Salem, and Vandalia, LIHEAP energy-assistance referrals through partner Community Action Agencies (BCMW, CEFS, Crosswalk), Illinois Senior Medicare Patrol fraud-prevention outreach, Pioneer Coalition work in long-term care, wellness fairs, and county-specific resource guides.

The agency's underlying technology stack is light and primarily third-party: a branded TCARE screener hosted at caregiver.tcare.ai for standardized caregiver assessment; the Trualta e-learning platform (accessed via heartlandhs.trualta.com) for caregiver training; the SWAN portal for caregiver and disability resources; and a WordPress-based website (midlandaaa.org) serving as the central resource hub. No proprietary software, API, or mobile application is owned or developed in-house, and no artificial intelligence capability is built internally.

Midland's business model is that of a government-funded non-profit: it operates primarily on federal Older Americans Act funds, Illinois Department on Aging grants, and Administration on Aging-administered SMP funding, with services delivered at no cost or reduced cost to eligible individuals. The go-to-market motion is community-led — wellness fairs, Medicare open-enrollment events, caregiver support groups, and dementia-friendly community initiatives — supported by direct service delivery and a regional provider network organized by county. Marketing is conducted through the website and a Facebook page; there is no commercial sales motion. Revenue, headcount, and budget figures are not publicly disclosed.

Name

Midland Area Agency on Aging

Legal name

Midland Area Agency on Aging

Website

https://midlandaaa.org

Company type

Private

Founded year

1973

Operating status

Operating

Short description

Midland Area Agency on Aging is a non-profit Area Agency on Aging and Aging and Disability Resource Center serving older adults, persons with disabilities, and caregivers across five rural Illinois counties (Clay, Effingham, Fayette, Jefferson, Marion) from its Centralia headquarters, funded primarily through federal and Illinois Department on Aging grants.

Ownership category

akta.pro rank

Product category

Aging and Disability Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industry

Community Resources, Social Services & Transportation Coordination (HLADALAK)

Keywords

• Aging services
• Disability resources
• Caregiver support
• Medicare counseling
• Community aging programs

Headquarters

HQ city

Centralia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Government Funding: The agency operates as a government-funded Area Agency on Aging, receiving federal and state funding through the Older Americans Act and Illinois Department on Aging to provide services to older adults, persons with disabilities, and caregivers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Midland Area Agency on Aging is a designated Aging and Disability Resource Center providing coordinated services to older adults, persons with disabilities, and family caregivers across Clay, Effingham, Fayette, Jefferson, and Marion counties in Illinois. Core offerings include caregiver assessment and support, Medicare counseling and enrollment assistance, dementia-friendly community initiatives, energy assistance coordination, and county-specific resource navigation. Services are delivered free or at reduced cost through federal and state government funding channels.

Product overview

Midland Area Agency on Aging is a non-profit organization providing comprehensive services for older adults, persons with disabilities, and caregivers across Clay, Effingham, Fayette, Jefferson, and Marion counties in Illinois. As a designated Aging and Disability Resource Center and SHIP Site, the agency serves as the area-wide entry point to the Aging Network. The organization's service portfolio includes caregiver support services (TCARE assessment, Trualta training, support groups), Medicare counseling and enrollment assistance, dementia-friendly community initiatives, wellness fairs, energy assistance coordination, and county-specific resource guides. The agency connects clients with resources including Swan portal, Illinois Benefits programs, and various community partnerships to enable independent, meaningful, and dignified lives.

Differentiator

Problem solved

Functional benefit

Products and services

• Aging and Disability Resource Network Center Designated entry point to the Aging Network providing coordinated, accessible services for older persons and persons with disabilities to live independent, meaningful, and dignified lives across five Illinois counties.
• Caregiver Support Services Comprehensive support services for family caregivers both locally and long-distance, including TCARE assessment, Trualta training resources, support groups, and resource guides by county.
• Medicare Counseling and Enrollment Medicare Part D open enrollment assistance and SHIP (State Health Insurance Assistance Program) counseling services helping beneficiaries with information, dissemination, event coordination, and enrollment support.
• Dementia Friendly Community Program Initiative to create dementia-friendly communities across multiple locations including Effingham, Salem, and Vandalia, with task forces and community education programs.
• Wellness Fairs Community wellness events held across served counties including Effingham, Clay, and others to provide health resources and screenings.
• LIHEAP Energy Assistance Coordination Coordination with LIHEAP (Low Income Home Energy Assistance Program) providing energy assistance referrals through community action agencies covering the service area.
• Medicare Savings Programs Assistance Help with Medicare Savings Programs that may pay Medicare premiums, leaving more money in social security checks for eligible beneficiaries.
• Staying Connected to Your Community Community engagement program to help seniors stay connected, including events in Fayette County and surrounding service areas.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core.

• SWAN (Statewide Automated Welfare)coreTechnology or IntegrationSWAN (Statewide Automated Welfare) provides technology integration for caregiver resource management. The agency offers access to SWAN Portal and SWAN Postcard resources for caregiver support.
• TrualtacoreStrategic or Co-development PartnerTrualta provides caregiver training and education resources. The agency offers Trualta signup and postcard resources for family caregivers to access training and support.
• Illinois Aging Services Data ResourcecoreTechnology or IntegrationStatewide data resource providing up-to-date information and resources for aging services across Illinois.
• LIHEAP (Low Income Home Energy Assistance Program)coreOthersEnergy assistance program with multiple implementing agencies: BCMW (Bond, Clinton, Marion & Washington Counties), CEFS (Christian, Clay, Effingham, Fayette, Montgomery, Moultrie and Shelby Counties), and Crosswalk Community Action Agency (Franklin, Jefferson & Williamson Counties). Income eligibility at 150% of Federal poverty guidelines.
• Illinois Senior Medicare Patrol (SMP) ProgramcoreStrategic or Co-development PartnerMidland Area Agency is a partner in the Illinois SMP Program, which empowers consumers to prevent, detect, and report healthcare fraud. Administered by AgeOptions and funded by the Administration on Aging.
• Illinois Pioneer CoalitioncoreStrategic or Co-development PartnerCoalition focused on building and transforming resident and caregiver communities in long-term care facilities. Promotes choices for all residents, respects individual needs, and improves quality of life and care.
• Illinois Department on AgingcoreOthersState agency providing oversight and funding for area agencies on aging. The agency is a designated partner with IDOA for SHIP (State Health Insurance Assistance Program) site operations.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• AgeOptions: AgeOptions is the designated Area Agency on Aging serving suburban Cook County, Illinois. It is a direct operational peer because both are Illinois AAAs/ADRCs delivering OAA-funded caregiver support, Medicare counseling (SHIP), and dementia-friendly programming through community-based intake and referral.
• Springfield Area Agency on Aging: Springfield AAA is another Illinois Area Agency on Aging serving a multi-county region with similar OAA-funded aging and caregiver services. Comparable as a fellow state-funded AAA providing ADRC-like entry, SHIP counseling, and caregiver support programs.

Others

• TCARE (Tailored Caregiver Assessment and Referral): TCARE provides the standardized caregiver assessment screener Midland uses (caregiver.tcare.ai). Comparable as the underlying technology vendor supplying the assessment and referral workflow that differentiates Midland's caregiver support program.
• Trualta: Trualta is a caregiver training and education platform that Midland directly integrates for caregiver support services. Comparable as a technology vendor / ecosystem partner enabling caregiver training delivery within Midland's program portfolio.

Broad incumbents

• Meals on Wheels America: Meals on Wheels operates nutrition and well-being check-in programs for homebound seniors nationwide. Comparable as a broader aging-services incumbent; Midland references nutrition resources, making it a tangential peer in the aging support ecosystem.
• AARP: AARP is the largest U.S. aging advocacy and service nonprofit. Comparable as a broader incumbent providing caregiver and Medicare beneficiary education, advocacy, and resource navigation that overlaps with Midland's SHIP and caregiver support work.
• Easterseals (Easter Seals): Easterseals is a national nonprofit with affiliates serving seniors and persons with disabilities through community programs. Comparable as a broader incumbent delivering aging/disability services, caregiver resources, and resource coordination across a much larger footprint.

Emerging players

• Family Caregiver Alliance: FCA is a nonprofit focused on caregiver assessment, education, and policy. Comparable because Midland's TCARE-based caregiver assessment and support group programming mirror FCA's caregiver-assessment and resource navigation model at a regional scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/midlandaaa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Midland Area Agency on Aging