Toothpillow

What Toothpillow does

Toothpillow is a virtual airway-focused dental care platform serving children ages 3-12, with adjacent programs for babies (0-3) and teens/adults (13+). The company operates a tele-dentistry model in which parents upload photos of their child's face, palate, teeth, and bite through the Toothpillow website or app; a state-licensed airway dentist in Toothpillow's network of 64+ providers across 45 US states then delivers a personalized evaluation and treatment recommendation. The 24-month treatment program combines guided growth oral appliances (Vivos VSK, VS, VGX, and Myobrace), myofunctional therapy exercises, and nasal hygiene protocols, all monitored remotely through a proprietary mobile app that handles daily checklists, photo submissions, messaging, and virtual check-ins.

The company's technology stack centers on the Toothpillow App functioning as a virtual airway dental office, integrating remote monitoring, compliance tracking, and care team communication. Core treatment delivery is supported by clinical protocols rather than AI automation, with all assessments performed by human airway-trained dentists. Underlying appliances are sourced from established partners (Vivos Therapeutics, Myobrace), meaning Toothpillow's proprietary layer is concentrated in care orchestration, treatment methodology, and the multi-stakeholder provider network rather than hardware manufacturing.

Toothpillow generates revenue through a hybrid DTC and B2B model. Consumer treatment plans range from $2,495 (Virtual) to $4,995 (In-office), with monthly financing options starting at $105; ancillary recurring revenue comes from Basic ($30/quarter) and Premium ($50/quarter) subscription boxes and myofunctional therapy upsells (Myo Boost at $299, Fully Custom at $1,250). B2B revenue flows from a four-tier provider program compensating screening providers at $200 per converted case, virtual treating providers at 10% of case cost, and Prime/Hybrid in-office providers through appliance box purchases ($150 each) and patient upload fees ($850 for 24 months) or 25% revenue share. Customer acquisition is primarily content-driven via TikTok, Instagram, YouTube, podcast appearances, and earned media (Newsweek, Daily Mail), with the free virtual assessment serving as the primary PLG funnel.

Name

Toothpillow

Legal name

Toothpillow, Inc.

Website

https://toothpillow.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Toothpillow is a tele-dentistry platform delivering virtual airway-focused dental care to children ages 3-12 across 45 US states, combining guided growth oral appliances, myofunctional therapy, and remote monitoring through its proprietary app and 64+ provider network.

Ownership category

akta.pro rank

Product category

Pediatric Airway Dental Care

NAICS

Offices of Dentists (6212)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Services-Prepackaged Software (7372)

akta.pro primary industry

Sleep & Airway Orthodontics (OSA Appliances/Expansion) (HLABABAI)

akta.pro secondary industries

Interceptive/Phase I Pediatric Orthodontics (HLABAGAG), Preventive & Wellness Pediatric Dentistry (Cleanings/Fluoride/Sealants) (HLABAGAA)

Keywords

• Pediatric airway dentistry
• Telehealth dental care
• Myofunctional therapy services
• Oral appliance therapy
• Jaw development treatment

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Operations

Revenue model

1. Oral Appliance Treatment Plans (Subscription): Toothpillow Virtual: $105/month or $2,495 one-time for 24 months; Toothpillow Virtual + Myo: $150/month or $3,495 one-time; Toothpillow In-office: starting at $249/month or $4,995 one-time. Treatment includes oral appliance therapy, myofunctional therapy sessions, 24 months of virtual support, check-ins, and care coordination. Monthly financing plans with variable terms. Patients also pay a $100 replacement fee for lost appliances.
2. Provider Program Fees (B2B): Toothpillow Prime Provider model: dental practices pay $150 per Toothpillow appliance box (ordered in packs of 10) plus $850 patient upload fee for 24 months of treatment. Hybrid providers pay no upfront fee but earn 25% of case cost. This B2B revenue stream monetizes the Toothpillow brand and treatment methodology licensed to in-office providers.
3. Screening Provider Referral Fees: Screening Provider model: $200 compensation per screening converted to a patient case. This compensates dentists, doctors, myofunctional therapists, and allied health professionals for referring patients to Toothpillow's treatment program.
4. Subscription Box Add-ons: Basic subscription box shipped quarterly at $30/box containing toothbrush head replacements, Myo Clean tablets, hydroxyapatite toothpaste, rewards charts, stickers, nasal spray, and collector cards. Premium subscription box at $50/box adds single-use appliance warranty, learning activities, and extras like zollipops. Generates recurring ancillary revenue from active patients.
5. Myofunctional Therapy Upsell: Myo Boost: $299 for Toothpillow patients (one-session kickstart with myofunctional therapist, $399 value). Fully Custom plan: $1,250 for Toothpillow patients (10 virtual myofunctional therapy sessions plus Myo Toolkit, $1,999 value). These upsell offerings provide personalized therapy beyond the base treatment plan.
6. Patient Referral Program: Existing patients receive a $100 gift card for each referred family that accepts treatment, and the referred family receives $100 off treatment. Drives patient acquisition at low cost while incentivizing satisfied customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Toothpillow is a virtual airway-focused dental care platform that delivers a 24-month guided growth program for children ages 3-12, combining oral appliance therapy (Vivos VSK/VS/VGX and Myobrace appliances), myofunctional therapy exercises, and nasal hygiene routines. Services are delivered entirely remotely via a proprietary mobile app and a network of 64+ state-licensed airway dentists across 41+ US states, with optional in-office care available through partner practices in limited locations.

Product overview

Toothpillow is a virtual airway-focused dental care platform offering a 24-month guided growth program for children ages 3-12. The core offering combines oral appliance therapy using Vivos (VSK, VS, VGX) and Myobrace appliances with myofunctional therapy (Myo Prep Exercises, Myo Boost, and Fully Custom plans) and nasal hygiene routines. The company provides three main service tiers: Toothpillow Virtual ($105/mo), Toothpillow Virtual + Myo ($150/mo), and Toothpillow In-office ($249/mo). Additional products include Basic and Premium quarterly subscription boxes ($30-50/box). All programs are supported through the proprietary Toothpillow App for remote monitoring, photo submissions, and care team communication. The platform operates via tele-dentistry across 45 US states with 64+ airway-trained doctors.

Differentiator

Problem solved

Functional benefit

Products and services

• Toothpillow Virtual

Quantifiable outcome

• Visible difference in teeth and/or bite in 3-6 months with excellent compliance; start of sleep/breathing improvements at 6-9 months; full program duration is 24 months
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vivos Therapeutics: Vivos Therapeutics manufactures the Vivos VSK, VS, and VGX appliances that form the core of Toothpillow's treatment, and runs its own competing national provider network for obstructive sleep apnea and airway treatment. It is both a key supplier and the most direct competitor in pediatric/adult airway appliance therapy.
• HealthyStart by Ortho-Tain: HealthyStart is a pediatric preventive orthodontic appliance system that addresses airway, sleep-disordered breathing, and tooth eruption in children - a directly overlapping use case to Toothpillow's 3-12 airway program, delivered through a network of trained dentists.
• orthobrain: orthobrain is an airway- and growth-guidance-focused orthodontic platform and support service for dental practices, offering case submission, treatment planning, and provider education in interceptive orthodontics - overlapping with Toothpillow's B2B provider enablement and Phase I orthodontic focus.
• Myobrace / MRC (Myofunctional Research Co.): MRC is the manufacturer of the Myobrace appliance, which Toothpillow prescribes, and runs its own global provider network of myofunctional therapy and preformed orthodontic appliances for children with airway and habit-related concerns - a directly comparable offering and a partial supplier.

Broad incumbents

• CandidPro: CandidPro is a direct-to-practice clear aligner brand; Toothpillow's Chief Clinical Officer Dr. Ben Miraglia also serves as its VP of Clinical Education. CandidPro serves the same dental practice buyer and is increasingly focused on airway and hybrid orthodontic treatment, making it a partial competitor in the same provider channel.
• Align Technology (Invisalign): Align Technology is the dominant clear-aligner manufacturer (Invisalign) used in pediatric and teen orthodontics. As airway and growth-guidance treatment become a more central consumer narrative, Invisalign is a long-term adjacent incumbent that could expand into Phase I/airway offerings targeting Toothpillow's 3-12 segment.
• SmileDirectClub (and successor brands): SmileDirectClub pioneered the direct-to-consumer tele-orthodontics model with at-home impression kits and remote treatment, validating the consumer teledentistry playbook that Toothpillow uses. Its post-2023 restructuring has left room for new entrants; any DTC orthodontics successor would represent direct competition in the same channel.

Emerging players

• The Breathe Institute: The Breathe Institute is an education, research, and clinical community focused on airway-centered dentistry, sleep, and breathing, with training and ambassador programs (Dr. Goles is a Breathe Institute Ambassador). It competes for clinician mindshare and patient referrals in the pediatric airway category.
• Gem Sleep / Airway Health Solutions: Airway Health Solutions is the practice of Dr. Ben Miraglia, Toothpillow's Chief Clinical Officer. It is a direct in-office airway and early orthodontic treatment provider that overlaps in clinical methodology, patient demographic, and provider brand with Toothpillow.
• Smileie: Smileie is a direct-to-consumer clear aligner brand offering at-home impression kits and remote orthodontic treatment. While focused on adult alignment, it shares Toothpillow's teledentistry, app-based care delivery, and cash-pay consumer acquisition model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Toothpillow
• Facebookfacebook.com/toothpillowinc
• Instagraminstagram.com/toothpillow_official
• TikToktiktok.com/@toothpillow_official?lang=en
• LinkedInlinkedin.com/company/toothpillow

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors

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 Toothpillow