What INBRACE does

InBrace (operating publicly as InSmile Braces; legal entity Lorelli Technologies) is an Irvine, California-based medical device company founded in 2014 that has developed and commercialized a proprietary lingual orthodontic system built around its Smartwire™ technology. The company's core innovation is an AI-powered custom wire paired with Gentleforce™ technology, designed to apply gentle, continuous force to teeth from behind the teeth (lingual side), making orthodontic treatment completely invisible from the front view. Unlike traditional braces or clear aligner systems, InSmile brackets and wires are placed exclusively on the back of the teeth and remain permanently in place for the duration of treatment, eliminating the need for patient compliance with removable trays. The technology targets adults and professionals seeking discreet orthodontic treatment as well as teens and compliance-challenged patients who want an alternative to visible braces or removable aligners.

InBrace operates a B2B2C go-to-market model, selling its Smartwire hardware system exclusively through a network of certified orthodontic providers across North America. Patients cannot purchase directly; instead, they use the company's provider finder to locate participating orthodontists. The company supports its distribution channel with InStudio experience centers for patient consultations and provider training, a dedicated Provider Portal for practice workflow integration, and a 'Become a Provider' certification program that creates switching costs on the supply side. The company has raised approximately $172 million in equity across multiple rounds (including a $102 million Series D in September 2021 led by Farallon Capital and Marshall Wace, with BlackRock participation) plus a $45 million venture loan facility in 2022 led by Horizon Technology Finance, funding sales force expansion and North American market development.

Revenue is generated through hardware sales of the Smartwire system to orthodontic providers, who then deliver InSmile Braces treatment to their patients at premium price points reflecting the differentiated, fully hidden aesthetic positioning. The company's primary customer segment is adults and career-driven professionals whose pain points around visible orthodontics align with InBrace's invisible-treatment value proposition. Headcount stands at 101-250 employees, consistent with a late-stage commercialization-stage medical device company scaling provider adoption.

Name

INBRACE

Legal name

Lorelli Technologies

Website

https://inbrace.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

InBrace (InSmile Braces) is an Irvine, California medical device company that sells an AI-powered, fully hidden lingual orthodontic Smartwire system through certified orthodontic providers in North America, targeting adults and professionals seeking discreet, compliance-free teeth straightening.

Ownership category

akta.pro rank

Product category

Orthodontic Medical Devices

NAICS

Dental Equipment and Supplies Manufacturing (339114), Surgical and Medical Instrument Manufacturing (339112)

SIC

Dental Equipment & Supplies (3843), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE)

Keywords

• Lingual orthodontic braces
• Invisible teeth straightening
• Orthodontic medical devices
• Hidden braces technology
• Custom orthodontic wires

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D

Revenue model

1. Orthodontic Device Sales: InBrace generates revenue through the sale of its Smartwire™ lingual braces system to orthodontic providers. The company sells directly to orthodontists who then provide treatment to patients, creating a B2B2C revenue model in the healthcare/medical device sector.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

INBRACE develops and manufactures the Smartwire™ lingual orthodontic system, a proprietary AI-powered custom wire placed behind the teeth that uses Gentleforce™ technology to gradually align smiles without visible brackets. The company sells its InSmile™ Braces system directly to certified orthodontic providers who deliver the hidden, compliance-free teeth-straightening treatment to patients across North America.

Product overview

InBrace is an orthodontic technology company that offers a single unified product system centered on its proprietary Smartwire™ Technology. The consumer-facing product is marketed as InSmile™ Braces—lingual braces placed behind the teeth that apply AI-optimized Gentleforce technology for discreet, continuous teeth alignment. The company supports its product through InStudio experience centers for patient education and a Provider Portal for orthodontic practices. The Smartwire technology serves as the core technical foundation enabling the InSmile treatment system.

Differentiator

Problem solved

Functional benefit

Products and services

• InSmile™ Braces Lingual braces placed behind the teeth and completely hidden from view. Uses custom Smartwire™ technology that applies gentle continuous pressure via Gentleforce™ to gradually align smiles. Offered exclusively through certified orthodontic providers for patients seeking aesthetic, compliance-free orthodontic treatment.
• Smartwire™ Technology Proprietary AI-powered custom wire system that applies Gentleforce™ technology to gradually align teeth. The wire is placed behind the teeth as a hidden, less invasive alternative to traditional braces that works continuously without patient compliance.
• InStudio Experience Centers Physical experience centers where patients can learn about the Smartwire technology treatment and where orthodontic providers receive training. The centers support patient education and provider onboarding.
• Provider Portal Web portal that supports orthodontic providers with workflow tools, patient management, and practice integration resources for delivering InSmile Braces treatment.

Quantifiable outcome

• Treatment completes faster than traditional braces per patient reports

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ormco Corporation: Orthodontic appliance manufacturer owned by Envista, offering the Harmony lingual braces system and Damon self-ligating brackets. Most direct competitor in lingual orthodontics and broader bracket-and-wire category.
• Align Technology: Maker of Invisalign clear aligners and iTero scanners; the dominant competitor in aesthetic orthodontics that InBrace explicitly positions against. Targets the same patient demand for discreet teeth straightening but via a removable, compliance-dependent modality.
• American Orthodontics: Privately held manufacturer of orthodontic brackets, wires, and bands serving orthodontists worldwide. Competes with InBrace in the fixed-appliance category with a comparable B2B distribution model.
• DynaFlex: Orthodontic appliance manufacturer producing custom lab products, aligners, and fixed appliances. Competes with InBrace in custom orthodontic appliance fabrication through orthodontist channel partners.
• SmileDirectClub: Direct-to-consumer clear aligner company that competed in the aesthetic orthodontics space (now undergoing business restructuring). Serves as a cautionary peer illustrating the challenges of scaling in the aesthetic orthodontic category with a different distribution model.

Broad incumbents

• Dentsply Sirona: Large dental equipment and technology company offering SureSmile clear aligners and orthodontic solutions. Competes broadly in orthodontic treatment planning software and appliances with a much larger portfolio and global footprint.
• 3M Oral Care: Major manufacturer of Clarity ceramic braces, Incognito lingual braces (until discontinuation), and orthodontic supplies. Served as one of the historic leaders in lingual orthodontics before exiting the category.

Emerging players

• LightForce Orthodontics: Maker of 3D-printed custom brackets and buccal tubes for fixed orthodontics; a venture-backed competitor pursuing AI-driven personalization in the labial (non-lingual) bracket space. Represents emerging competition at the intersection of custom manufacturing and orthodontics.
• OrthoFX: Clear aligner company offering hybrid and polymer-based aligner products targeted at orthodontist channels. Represents emerging direct competition in the compliance-dependent aesthetic orthodontic segment where InBrace's lingual offering provides an alternative.

Others

• Henry Schein Orthodontics: Largest distributor of dental and orthodontic supplies including aligner systems and orthodontic appliances. Functions as a channel partner / enabler for orthodontic practices rather than a direct product competitor, but relevant as a go-to-market vehicle.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/insmilebraces
• Instagraminstagram.com/insmilebraces
• Xx.com/myinbrace
• LinkedInlinkedin.com/company/swift-health-systems-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds7 records

Investors15 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 INBRACE