Tend
Tend is a technology-driven dental services organization operating 33+ directly-owned dental studios across six U.S. metros (NYC, DC, Boston, Atlanta, Westport CT, Nashville), delivering full-service general, cosmetic, specialty, and emergency dentistry to urban individual consumers through a digital-first, direct-to-consumer model backed by subscription plans and major PPO insurance relationships.
- Company typePrivate
- Founded2018
- HeadquartersNashville, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Tend does
Tend is a privately-held dental services organization (DSO) operating 33+ directly-owned dental studios across six U.S. metropolitan areas: New York City (16), Washington DC Metro (8), Boston (4), Atlanta (3), Westport CT (1), and Nashville (1). Founded in 2018 and headquartered in Nashville with primary operations in New York, Tend provides full-service general, cosmetic, specialty, and emergency dentistry under a single brand marketed around a 'judgment-free, modern studio' patient experience. The clinical offering spans preventive care, clear-aligner orthodontics (Invisalign and the proprietary SimplyClear brand), implants, veneers, oral surgery, endodontics, sleep apnea therapy, TMJ injectables, and emergency services, with premium cosmetic services enabled through a Philips partnership for Zoom! WhiteSpeed whitening.
The underlying technology stack combines licensed clinical hardware and integrated third-party platforms: digital intraoral scanners, Videa dental imaging, Philips Zoom! blue LED whitening, and the iOS Tend Dental app for patient engagement. Operational systems are powered by Cedar for billing and payment processing, CareCredit for patient financing, and Clerri for dental plan enrollment. Tend does not disclose proprietary AI or ML capabilities; the technology footprint is best characterized as a well-integrated modern DSO operating system rather than an AI-native platform.
The business model is multi-stream: fee-for-service clinical revenue, in-network dental insurance reimbursements across nine major PPO carriers (Aetna, Anthem, Cigna, Delta Dental, GEHA, Guardian, MetLife, United Concordia, United Healthcare), subscription-based in-house dental membership plans ($125/yr primary, $79/yr dependent) that act as an insurance alternative, and CareCredit-driven financing flows. Go-to-market is direct-to-consumer, relying on a digital-first mix of content marketing, social media, earned media in publications including The New York Times and The Wall Street Journal, and word-of-mouth from 8,000+ five-star reviews. The company has raised approximately $198M in venture funding across four rounds (2019-2021), with Addition leading the $125M Series C in April 2021. A notable differentiator is the October 2025 launch of a dentist compensation model offering up to 40% commission plus equity, signaling a structural talent strategy in a constrained clinical labor market.
Tend firmographics
Firmographics- Name
- Tend
- Legal name
- Tend
- Website
- https://hellotend.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Tend is a technology-driven dental services organization operating 33+ directly-owned dental studios across six U.S. metros (NYC, DC, Boston, Atlanta, Westport CT, Nashville), delivering full-service general, cosmetic, specialty, and emergency dentistry to urban individual consumers through a digital-first, direct-to-consumer model backed by subscription plans and major PPO insurance relationships.
- Ownership category
- akta.pro rank
Tend industry classification
Industry- Product category
- Dental Services
- NAICS
- Offices of Dentists (621210)
- akta.pro primary industry
- General Dentistry Group Practices (HLABAKAB)
- akta.pro secondary industries
- Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI), Urgent Dental Care Centers (Non-Hospital) (HLABALAD)
Keywords
Where Tend is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Tend business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Dental Services: Direct patient payments for comprehensive dental services including exams, cleanings, orthodontics, cosmetic procedures, oral surgery, and emergency care. Revenue generated through fee-for-service model with insurance reimbursements and out-of-pocket payments.
- Dental Membership Plans: Annual subscription-style dental plans offering exams, x-rays, cleanings at discounted rates (20% off cleanings, 10-20% off most services). Primary Patient plan at $125/year, Dependent Patient plan at $79/year.
- CareCredit Financing: Partnership with CareCredit healthcare credit card enabling patients to spread dental costs over monthly payments, generating revenue through financing arrangements.
- Insurance Reimbursements: Revenue from in-network and out-of-network dental insurance claims with major PPO plans including Aetna, Anthem, Cigna, Delta Dental, GEHA, Guardian, MetLife, United Concordia, and United Healthcare.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Primary Patient Dental Plan - Individual coverage |
| Subscription | Annual | Dependent Patient Dental Plan - Family coverage |
| Other | Monthly | CareCredit Financing |
| Other | Pay-as-you-go | Specialist Deposit |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Tend product offering
Product offeringCore offering
Tend operates a network of 33+ modern dental studios across six U.S. metropolitan areas delivering full-service general and specialty dental care. Its services span preventive dentistry (exams, cleanings), restorative care (implants, root canals, veneers), orthodontics (Invisalign, SimplyClear), cosmetic procedures (Philips Zoom! whitening), and oral surgery, all delivered in judgment-free, technology-forward environments with online booking and a membership plan alternative to insurance.
Product overview
Tend is a dental services organization (DSO) operating a network of 33+ modern dental studios across six U.S. metropolitan areas (New York City, Boston, Washington D.C. Metro, Atlanta, Westport CT, and Nashville). The core offering is full-service general and specialty dental care delivered in judgment-free, technology-forward studios. The service portfolio spans preventive care (exams, cleanings), restorative dentistry (implants, veneers, root canals), orthodontics (Invisalign, SimplyClear clear aligners), cosmetic dentistry (Philips Zoom! whitening), oral surgery, and specialized therapies (sleep apnea, TMJ injectables, periodontal care). Beyond clinical services, Tend offers a dental membership plan alternative to insurance and an iOS mobile app for patient engagement. A notable differentiator is Tend's dentist compensation model (40% commission plus equity), positioning Tend as both a care provider and a clinician employment platform. The company has expanded through a series of new studio openings across its markets since early 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- Tend Dental Studios Network of 33+ modern dental studios across NYC, Boston, Washington D.C. Metro, Atlanta, Westport CT, and Nashville providing full-service general and specialty dental care in a judgment-free, technology-forward environment for individual patients and families.
- Family Dental Care
- Dental Exams
- Dental Hygiene and Cleaning
- Emergency Dental Care
- Orthodontics
- Invisalign and SimplyClear Aligners
- Teeth Whitening (Philips Zoom!) Professional teeth whitening using Philips Zoom! WhiteSpeed technology with blue LED light, capable of whitening teeth up to eight shades in 45 minutes. Also includes at-home whitening products.
- Dental Veneers
- Dental Implants
- Oral Surgery
- Endodontics / Root Canal
- Perio Protect Gum Treatment
- Sleep Apnea Therapy
- Therapeutic Injectables (TMJ/Jaw Pain)
- Curodont Cavity Treatment
- Dental IV Sedation
- Wisdom Tooth Extractions
- Tend Dental Plans
- Tend Dental App
- Tend Bill Payment Platform
Quantifiable outcome
- Over 8,000 five-star reviews and 4.4 average rating across all locations
Companies that use Tend
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Tend technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Tend partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- PhilipscorePhilips and Tend collaborate to offer Philips Zoom! WhiteSpeed whitening treatments across Tend's dental practice network. The treatment uses blue LED light technology and can whiten teeth up to eight shades in 45 minutes. This partnership enhances Tend's cosmetic dentistry offerings with premium professional whitening technology.
- CareCreditcoreCareCredit healthcare credit card partnership enabling flexible payment options for dental expenses. Tend promotes CareCredit financing across all studio locations with studio-specific application links. Provides 0% interest payment plans for qualified patients.
- CedarcoreCedar provides Tend's online billing and payment platform. Patients can view bills, understand insurance coverage, make payments, and set up custom payment plans through Cedar's secure platform. Integration enables transparent billing experience.
Scale indicators4 records
Recent moves11 records
Expansion highlights5 records
Tend competitors and assessment
Company assessmentDirect peers
- Heartland Dental: Heartland Dental is the largest dental support organization (DSO) in the U.S., supporting thousands of doctor-led practices nationwide. It is the most direct peer to Tend in terms of multi-location DSO model and full-service general and specialty dentistry offering.
- Aspen Dental: Aspen Dental operates a large network of branded dental practices across the U.S. with a strong consumer-facing brand, PPO insurance partnerships, and full-service general dentistry. It is highly comparable to Tend in target customer and multi-location DSO model.
- Pacific Dental Services: Pacific Dental Services supports hundreds of dental practices primarily across the western U.S. with a focus on PPO insurance and modern clinical systems. It is directly comparable to Tend as a tech-enabled, multi-location DSO.
- Smile Brands: Smile Brands is a multi-brand DSO (Smile Brands, Bright Now! Dental, Castle Dental) operating hundreds of supported practices across the U.S. Its scale, multi-location model, and PPO orientation make it a direct peer to Tend.
- MB2 Dental: MB2 Dental is a dental partnership organization that partners with hundreds of dentist-owned practices across the U.S. Its partnership model and focus on preserving clinical autonomy while providing back-office support make it a close comparable to Tend's DSO approach.
- Dental365: Dental365 is a rapidly growing DSO concentrated in the Northeast U.S. (NY, NJ, CT, MA), offering general, specialty, and emergency dentistry in modern offices. Its geographic overlap with Tend in NYC and Boston makes it a direct, particularly relevant regional peer.
- Mortenson Dental Partners: Mortenson Dental Partners is one of the largest U.S. DSOs, supporting practices across multiple states with a partnership-style model. Its full-service dentistry, DSO structure, and growth trajectory make it a direct comparable to Tend.
- North American Dental Group: North American Dental Group is a DSO supporting 200+ practices across multiple U.S. states with a focus on doctor-led care and operational support. It is directly comparable to Tend as a multi-state, full-service DSO.
- Jefferson Dental & Orthodontics: Jefferson Dental & Orthodontics operates a multi-location DSO focused on accessible, full-service general and orthodontic dentistry, primarily in Texas. Its consumer-facing DSO model and emphasis on PPO/affordable dentistry make it a relevant comparable to Tend.
Broad incumbents
- Western Dental & Orthodontics: Western Dental is a large, established DSO with hundreds of offices primarily in California, Texas, and other western states, offering general dentistry and orthodontics. It is comparable to Tend in service mix and multi-location model, though it is more geographically concentrated in the West.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Tend social profiles
Digital presenceTend financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tend leadership team
Management profileNumber of profiles
Profiles7 records
Tend funding detail
Funding detailFunding overview
Funding rounds4 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tend 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 Tend
What does Tend do?
Tend operates a network of 33+ modern dental studios across six U.S. metropolitan areas delivering full-service general and specialty dental care. Its services span preventive dentistry (exams, cleanings), restorative care (implants, root canals, veneers), orthodontics (Invisalign, SimplyClear), cosmetic procedures (Philips Zoom! whitening), and oral surgery, all delivered in judgment-free, technology-forward environments with online booking and a membership plan alternative to insurance.
Is Tend a public or private company?
Tend is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tend founded?
Tend was founded in 2018. It employs 501 to 1,000 people.
Where is Tend based?
Tend is headquartered in Nashville, United States, in the North America region.
How does Tend make money?
Four revenue lines are on record. Dental Services are the primary driver. The others are dental Membership Plans, careCredit Financing and insurance Reimbursements.
Who are Tend's main competitors?
Direct peers on record are Heartland Dental, Aspen Dental, Pacific Dental Services, Smile Brands, MB2 Dental, Dental365, Mortenson Dental Partners, North American Dental Group and Jefferson Dental & Orthodontics. Western Dental & Orthodontics is listed as a broad incumbent.
Does Tend have an API?
No public API is recorded for Tend.
What industry is Tend in?
Tend's product category is Dental Services. Its primary akta.pro industry code is HLABAKAB, General Dentistry Group Practices, with a secondary code of HLABAAAI, Membership/Subscription & Direct-Pay General Dentistry Practices. Its NAICS code is 621210.