Toothfairy

What Toothfairy does

Toothfairy, operating as Tooth Fairy Healthcare Ltd, is a UK-based digital dental health platform that provides on-demand access to UK-registered dentists via a mobile application. Founded in 2019 and headquartered at 22 Harley Street, London, the company is structured around its flagship Toothfairy App and its proprietary Ora AI engine — a patent-pending dental AI trained by licensed dentists that performs computer-vision analysis of patient dental imagery, supports triage through a 24/7 chatbot interface, and powers an AI treatment-tracking system that generates 3D dental plans and monitors tooth movement against expected progress. The platform is regulated by the Care Quality Commission as the UK's first health-regulated dental app, with all clinical staff GDC-registered, and was validated within the NHS, recording 91% patient approval in testing.

The product portfolio spans direct-to-consumer services (video consultations at £29, private prescriptions at £19.99, teeth straightening via clear aligners, teeth whitening from £399, and emergency consultations), modular subscription products (Retainer Club at £99/year single arch or £199/year double arch, and individual Membership), and a B2B Employee Dental Benefit packaged as 'Toothfairy Business Cover.' Distribution is multi-channel: direct consumer acquisition via iOS and Android app stores, enterprise direct sales to HR and benefits decision-makers at 10,000+ UK companies, and insurance channel partnerships with Unum Dental, National Friendly, and BHSF providing policyholders with unique access codes. Named enterprise clients span travel (Jet2), energy (SSE), logistics (DHL), luxury automotive (Rolls-Royce), retail (Sainsbury's), and government (HM Government, Defra).

The business is venture-backed, having raised approximately £3M in seed funding in September 2021 led by ADA Ventures and Slingshot, followed by a $10M Series A in September 2025 led by LBO France with participation from CRB Health Tech SGEIC. Capital is intended to expand clinical services, scale the AI technology layer, extend same-day access internationally, and grow employer and insurer partnerships. Patent applications have been filed in 22 countries. The company currently operates at a very lean headcount of 1-10 employees despite a stated reach of approximately 3 million members across its enterprise and insurance channels, suggesting that operational scale-up is a near-term priority alongside the use of new capital.

Name

Toothfairy

Legal name

Tooth Fairy Healthcare Ltd

Website

https://toothfairyapp.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Toothfairy is a UK-based, CQC-regulated digital dental health platform offering on-demand access to registered dentists via a mobile app for video consultations, prescriptions, cosmetic treatments, and AI-powered diagnostics, serving individual consumers, employer benefit programs, and insurance partners across the UK.

Ownership category

akta.pro rank

Product category

Teledentistry / Digital Dental Health

NAICS

Offices of Dentists (621210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Emergency Dental Triage & Tele-Dentistry Services (HLABALAJ)

akta.pro secondary industries

Dental Teleconsultation Marketplaces (HLALALAL), Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI)

Keywords

• Teledentistry platform
• Dental consultations
• Teeth straightening
• Teeth whitening
• AI dental diagnostics

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Consumer Subscription and Pay-per-Use: Individual consumers pay for video consultations (£29), prescriptions (£19.99), and cosmetic treatments. Subscription plans available with billing at monthly, quarterly, or annual intervals. Free trials and promotional pricing offered to convert users.
2. Teeth Straightening and Whitening: One-time purchase of cosmetic dental treatments including clear aligners for teeth straightening (lowest-cost dentist-led aligners) and professional teeth whitening. Retainers available as annual subscription (£84/year single arch, £199/year double arch).
3. Prescription Fees: Private prescriptions issued by dentists through the app charged at £19.99 per script. Pharmacy dispensing fees charged independently by dispensing pharmacies.
4. B2B Employee Dental Benefits: Corporate employers purchase employee dental benefit plans providing staff with access to the platform. Plans include dentist chat helpline, video consultations, prescriptions, virtual exams, and discounted cosmetic treatments. Pricing based on number of employees (quote-driven).
5. Insurance Integration Revenue: Partnerships with insurers (Unum Dental, National Friendly, BHSF) where policyholders can access Toothfairy services and claim back costs. Revenue from insured consultations and treatments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Toothfairy is a UK health-regulated mobile dental care platform that provides on-demand access to GDC-registered dentists via 24/7 chat, secure video consultations, AI-powered dental checks (Ora AI), remote prescriptions, clear-aligner teeth straightening, and professional teeth whitening. It also sells an employee dental benefit program to UK employers and integrates with insurance partners to distribute the service to policyholders.

Product overview

Toothfairy is a digital dental health platform offering a comprehensive ecosystem of dental care services. The core product is the Toothfairy App, which provides on-demand access to UK-registered dentists via video consultations, chat helplines, and AI-powered diagnostics through the proprietary Ora AI system. The platform operates on a modular architecture with consumer-facing treatments including Teeth Straightening (clear aligners with AI tracking), Teeth Whitening (prescription peroxide gel), and Emergency Dentist consultations, alongside business-to-employer services via Toothfairy Business Cover. Supporting offerings include the Membership Program for individual subscribers, Retainer Club for post-treatment maintenance, and specialized modules like Virtual Exams and Dentist Finder. The platform is patented in 22 countries and claims to be the world's first health-regulated dental app.

Differentiator

Problem solved

Functional benefit

Brands

• Ora AI: World's smartest AI dental assistant trained by real dentists, used for diagnosing, treating, and monitoring patient care. Patent-pending technology developed in-house and exclusively accessible to Toothfairy clinicians.

Products and services

• Toothfairy App Mobile app giving on-demand 24/7 access to UK GDC-registered dentists via secure video consultations, chat helpline, AI dental checks, and treatment monitoring. NHS-tested with 91% patient approval.
• Ora AI Proprietary AI dental assistant that uses computer vision to scan patient selfies, detect infections, gum disease, and orthodontic concerns, and provide real-time feedback from licensed dentists.
• Teeth Straightening Clear-aligner teeth straightening service with 24/7 dental supervision and AI-powered progress tracking using custom BPA-free aligners and virtual dental reviews.
• Teeth Whitening Professional at-home teeth whitening using prescription-strength peroxide gel in custom-fitted trays, monitored by Ora AI and prescribed by a dentist, from £399.
• Emergency Dentist Same-day emergency dental consultation delivered via secure video call with UK-registered dentists at a fixed fee of £29 for urgent dental issues, pain, and advice.
• Toothfairy Business Cover B2B employee dental benefit program providing 24/7 dentist access, virtual exams, prescriptions, and discounted cosmetic treatments, protecting nearly 3 million members across 10,000+ companies.
• Toothfairy Membership Program Individual membership providing dentist-on-demand access, dentist finder, unlimited chat helpline, virtual exams, AI treatment tracking, prescriptions, and discounts on cosmetic treatments.
• Retainer Club Annual retainer subscription delivering fresh retainers each year to maintain teeth alignment post-treatment, with single arch at £99/year and double arch at £199/year.
• Toothfairy Kids Children's-focused offering within the Toothfairy ecosystem that provides educational oral-health content and engagement activities for younger users.
• Refiners Package Discounted aligner refinement package for patients needing minor post-treatment tooth adjustments, including up to four refiners, new measurements, and treatment replanning for £99.

Quantifiable outcome

• 91% patient approval in NHS testing
• +7 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core partner, partner and supporting.

• NHScore partnerStrategic or Co-development PartnerPlatform tested and validated within the NHS system. 91% patient approval achieved during NHS testing. NHS approval for virtual dentist platform connecting patients with dentists for remote consultations, treatment tracking, and dental procedures.
• Unum Dentalcore partnerChannel Partner/ Reseller/ DistributorInsurance partner providing dental coverage to employees. Unum Dental policyholders receive unique join codes to access Toothfairy services. Members can claim back video consultations (£28 after credit) and prescriptions subject to policy limits. Unum members receive 10% off total treatment price.
• National FriendlypartnerChannel Partner/ Reseller/ DistributorInsurance partner with unique access codes for members to unlock tailored Toothfairy features. Policyholders can claim treatments and access exclusive member benefits.
• BHSFpartnerChannel Partner/ Reseller/ DistributorInsurance partner providing unique join codes for members to access tailored Toothfairy app features in partnership with BHSF.
• Care Quality Commission (CQC)core partnerStrategic or Co-development PartnerUK health regulatory body that regulates Toothfairy as a healthcare provider. Toothfairy is the UK's first health-regulated dental app, subject to CQC standards for quality and safety.
• British Dental AssociationsupportingStrategic or Co-development PartnerToothfairy works with the British Dental Association to maintain professional standards. External agency collaboration for quality assurance alongside CQC.
• UK PharmaciessupportingChannel Partner/ Reseller/ DistributorPartnership with UK pharmacies for dispensing private prescriptions issued by Toothfairy dentists. Pharmacies independently set dispensing fees. Prescriptions valid only at legal UK pharmacies.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SmileDirectClub: Direct-to-consumer clear aligner brand offering remote orthodontic treatment with dentist oversight. Closely comparable to Toothfairy's teeth straightening model in combining dentist-led care with at-home treatment and an AI/app-based tracking layer. Note: filed for Chapter 11 in 2023, illustrating execution risk in the category.
• Dental Monitoring: French-based AI dental monitoring platform used by orthodontists and DSOs to track treatment remotely via patient smartphone scans. Direct competitor in the AI-powered dental treatment tracking and remote monitoring category that overlaps with Toothfairy's Ora AI tracking technology.
• Candid Co: US-based direct-to-consumer clear aligner brand combining remote orthodontic care with in-office dentist supervision. Comparable in business model to Toothfairy's aligner offering: dentist-led, app-supported, lower-cost alternative to traditional orthodontics.

Broad incumbents

• Align Technology (Invisalign): Global leader in clear aligner orthodontics with the Invisalign system and iTero scanners, plus the My Invisalign app for patient monitoring. Comparable as the dominant incumbent in the clear aligner category where Toothfairy competes; broadly defines the standard of care Toothfairy positions against on price and convenience.
• Bupa Dental Care: UK's largest private dental chain with hundreds of clinics and a major provider of corporate dental insurance/benefits. Comparable as a broad UK incumbent offering dental care plus employer/insurer dental benefit products that compete with Toothfairy's enterprise offering.
• mydentist: Largest dental chain in the UK with over 500 practices providing NHS and private dentistry. Comparable as a major UK dental provider with both consumer and corporate dental offerings, against which Toothfairy positions as a digital-first alternative.
• Push Doctor: UK-based telehealth platform offering on-demand video consultations with GPs and increasingly other clinicians. Comparable as a UK telehealth incumbent that could plausibly extend into dental teleconsultation, directly competing with Toothfairy's core video consultation service.

Emerging players

• Zocdoc: US telehealth marketplace connecting patients with healthcare providers including dentists for online booking and appointments. Comparable in operating a marketplace-plus-booking model for dental appointments that overlaps with Toothfairy's Dentist Finder and telehealth consultation features.

Others

• Henry Schein One: Provider of dental practice management software (Dentrix, Curve Dental, Sensei) used by dental offices. Comparable as the software infrastructure layer for UK dental practices; not a direct competitor but the ecosystem player that could either partner with or compete against Toothfairy's practice-facing tools.

Regional players

• Simplyhealth (Denplan): UK health insurer and provider of Denplan dental payment plans covering millions of UK patients. Comparable as a UK dental insurance and benefits provider with overlapping employer/insurer distribution channels and similar pain points around digital dental care delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ToothFairy_app

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toothfairy