What is “Community Navigation?” Behind the Rebrand of I&R

Written by Dana Grayson on November 11, 2025. Posted in iCarol.

The terminology and identity of the longstanding Information and Referral (I&R) field has evolved, with “Community Navigation” now the chosen term, led by Inform USA and adopted by a nationwide network of organizations and technology partners like iCarol. “Community Navigation” describes a specialized approach to guiding individuals and families through the complex landscape of community resources, public services, and support options. Community Navigators do more than provide information, they facilitate connections, offer personalized support, and empower people to solve challenges related to health, housing, childcare, financial stability, and more.

Why Is the Terminology Shifting?

For over fifty years, “Information and Referral” served as the term for organizations connecting people to services. As the sector’s scope broadened, the limitations of “I&R” became clear: it was often seen as transactional and failed to capture the depth, empathy, and personalized guidance that characterizes the work of today’s organizations and technology platforms. The move to “Community Navigation” better reflects the role organizations play in helping people find their way through complex systems of care, honoring the human-centered, relationship-driven nature of the support delivered by professional Community Navigators.

How the Rebrand Creates Value

The adoption of “Community Navigation” unifies voices across the industry and draws greater support and recognition for the work performed. For SaaS providers like iCarol, whose platforms optimize access to community resource databases and empower Community Navigation teams, the rebrand offers opportunities for enhanced visibility and sector leadership. For instance, this new terminology:

Clarifies and elevates the essential roles of Community Navigation professionals.
Drives better communication with stakeholders and the public.
Supports advocacy and outreach efforts by organizations seeking funding and partnership.
Aligns technology solutions (like iCarol’s community resource management, reporting, and workflow automation tools) with the sector’s evolving best practices and standards.

What Changes and What Stays the Same?

Key changes include:

Updated standards for excellence in Community Navigation, ushered in by Inform USA in July 2024.
New professional certifications and sector-wide branding language.
Expanded recognition for organizations delivering holistic, person-centered support.

What remains constant:

The mission to connect people with resources to meet basic and complex needs.
Commitment to providing accurate, unbiased, and accessible information via multi-channel services (including phone, chat, text, and self-service resource directories).
Core sector values of compassion, equity, and empowerment.

For companies like iCarol, service delivery also remains firmly centered on secure data management and interoperability with community partners.

The Role of Technology in Community Navigation

As organizations embrace the Community Navigation identity, the importance of advanced technology solutions grows. Platforms like iCarol deliver:

Multi-channel access for clients and staff: phone, chat, text, web, and mobile.
Accurate, up-to-date resource databases with powerful search and reporting features.
Data analytics and needs assessment tools to measure impact and support advocacy.
Secure, scalable integrations with other health and social services platforms.

Collaboration and Strategic Growth

This rebrand strengthens opportunities for collaboration among nonprofits, health systems, social services, and government agencies. Networking, training, and professional development will continue to be anchors for ongoing sector growth, and iCarol will continue to deliver solutions and expertise to support this transformation.

The shift to “Community Navigation” marks the beginning of a new era for human services. By adopting shared language and standards, organizations and their technology partners are better equipped to make lasting impact, unify advocacy efforts, and drive innovation across communities nationwide. iCarol celebrates this evolution alongside Inform USA and the entire sector, reaffirming a commitment to compassion, connection, and excellence in service delivery.