California tech start-up offering a business-to-consumer communications service expands to Baltimore, an Oakland, California-based communications platform for small businesses, has opened its first East Coast office in Baltimore and plans to hire 50 people.

The tech start-up cited access to top-tier universities, technology leaders and access to the wider Washington, D.C., area as reasons to expand in the city. It’s leased the 7,500-square-foot third floor of the Union Box Co. building on Lancaster Street.

Baltimore “city certainly checks all the boxes,” said Josh Melick, Broadly’s co-founder and CEO. “It’s a great community for tech companies to grow and thrive… We love the deep hometown pride here. But most importantly, it feels like us: unpretentious, energetic, with a what-you-see-is-what-you-get quality.”

The company employs 120 people between two offices in California and the new one in Baltimore. The company is hiring to fill a range of jobs, including sales, support, engineering and technical positions.

Broadly offers a mobile platform that enables small businesses to communicate with customers via texts, web chats and other services, the company says. Such increased online accessibility can help company secure more sales, Broadly said.

Broadly has been growing recently with the acquisition of in February and a $10 million Series B round of financing in September.

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