Plan Forward
Plan Forward, Inc. is a cloud-based SaaS platform that enables US dental practices to design, automate, and administer in-house patient membership plans. The platform integrates with 20+ Practice Management Systems and serves both dental service organizations and private dental practices seeking insurance-independent recurring revenue.
- Company typePrivate
- Founded2018
- HeadquartersIndianapolis, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Plan Forward does
Plan Forward, Inc. is a privately held Delaware-incorporated SaaS company that provides a cloud-based dental membership plan administration platform for US dental practices. Founded in 2018 and headquartered in Westfield/Indianapolis, Indiana, the company enables dental practices to design, launch, automate, and scale in-house patient membership plans as an alternative to traditional dental insurance and PPO networks. Its platform is offered in two tiers — Plan Forward Essential (unintegrated) and Plan Forward Advanced (with PMS read/write integration and advanced analytics) — and is priced on a per-member-per-month subscription basis, with custom enterprise pricing available for DSOs and multi-location groups.
The technology stack includes bi-directional read/write integrations with 20+ Practice Management Systems, including the five named flagship platforms (Dentrix, Eaglesoft, Open Dental, Ascend, Denticon), plus automated workflows for member enrollment, billing, renewals, and patient notifications. The platform is HIPAA and PCI compliant, with PHI encrypted in transit and at rest, and includes a white-label marketing module, a real-time analytics dashboard, and ongoing state-by-state regulatory compliance monitoring. A bundle of professional services — pricing analysis, PMS setup and workflow guidance, always-on support, ongoing training, and annual reviews — is included with subscriptions rather than sold separately.
The company serves two primary customer segments: dental service organizations (DSOs) and multi-location groups requiring centralized administration with regional pricing and group-level reporting, and single-office private practices seeking insurance-independent recurring revenue. Go-to-market is sales-led inside sales supported by HubSpot-driven demo booking, content and webinar thought leadership, and self-serve conversion tools (ROI calculator, membership assessment quiz). Plan Forward has raised approximately $3.2 million in disclosed funding across rounds in 2019, 2023, and 2025, with investors including Elevate Ventures, IU Ventures, Revere Partners, and Innovatemap Ventures. The company has 1–10 employees and is led by co-CEOs Megan Lohman (founder) and Jane Levy.
Plan Forward firmographics
Firmographics- Name
- Plan Forward
- Legal name
- Plan Forward, Inc.
- Website
- https://planforward.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Plan Forward, Inc. is a cloud-based SaaS platform that enables US dental practices to design, automate, and administer in-house patient membership plans. The platform integrates with 20+ Practice Management Systems and serves both dental service organizations and private dental practices seeking insurance-independent recurring revenue.
- Ownership category
- akta.pro rank
Plan Forward industry classification
Industry- Product category
- Dental Membership Plan Software
- NAICS
- Offices of Dentists (621210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Multi-Specialty DSOs (General + Specialty Networks) (HLABAKAA)
Keywords
Where Plan Forward is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Plan Forward business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Per-Member-Per-Month SaaS Subscription: Primary revenue model charging dental practices on a per-member-per-month basis. Two product tiers: Essential (unintegrated) and Advanced (with PMS integration). Custom enterprise pricing offered for larger DSO/group accounts. Alternative pricing options available for practices with existing membership plans.
- Professional Services & Add-Ons: Includes strategy services such as pricing analysis, PMS set up and workflow guidance, always-on support, ongoing training, strategic growth collaboration, and annual reviews — bundled with subscriptions rather than separately priced.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essential - unintegrated version, per-member-per-month pricing |
| Subscription | Monthly | Advanced - with PMS integration, per-member-per-month pricing |
| Other | — | Custom Enterprise Pricing for DSOs and Groups |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels7 records
Plan Forward product offering
Product offeringCore offering
Plan Forward sells a cloud-based dental membership plan software platform that enables dental practices and Dental Service Organizations (DSOs) to build, manage, automate, and scale in-house patient membership plans as an alternative to traditional dental insurance. The platform automates member enrollment and renewals, recurring billing and payment processing, and patient notifications; offers read/write integrations with 20+ Practice Management Systems (Dentrix, Eaglesoft, Open Dental, Ascend, Denticon); delivers member service eligibility tracking; and includes real-time reporting and analytics. It is sold primarily on a per-member-per-month SaaS subscription basis across two tiers (Essential and Advanced), with custom enterprise pricing for DSOs and bundled professional services.
Product overview
Plan Forward is a single unified SaaS product — the Dental Membership Plan Software Platform — that helps dental practices build, manage, automate, and scale in-house patient membership plans. It is offered in two tiers: Plan Forward Essential (unintegrated) and Plan Forward Advanced (with PMS integration and advanced analytics). The core platform bundles several modules/features: Third-Party PMS Integration (read/write integration with 20+ PMS systems including Dentrix, Eaglesoft, Open Dental, Ascend, and Denticon), Automated Member Handling (enrollment, renewals, billing, reminders, ACH/credit-card payments), a Reporting and Analytics Dashboard, and White-Label Marketing Support. These modules sit on top of the platform rather than being sold separately. Plan Forward complements the platform with standalone tools (ROI Calculator, Dental Membership Assessment Quiz) and a bundle of Professional Services covering Growth Strategies, Pricing Analysis, PMS Set Up & Workflow Guidance, Always-on Support, Ongoing Training, and Annual Reviews.
Differentiator
Problem solved
Functional benefit
Products and services
- Plan Forward Dental Membership Plan Software Platform Cloud-based SaaS platform that lets dental practices and DSOs build, manage, automate, and scale in-house patient membership plans. Provides member enrollment and renewals, automated billing and reminders, expiration alerts, member service eligibility tracking, recurring payment processing (credit card/ACH), 100% customizable plan building with location-specific pricing, and a reporting and analytics dashboard. Offers read/write integrations with 20+ Practice Management Systems including Dentrix, Eaglesoft, Open Dental, Ascend, and Denticon. Sold on a per-member-per-month subscription basis across two tiers (Essential without PMS integration and Advanced with full integration and advanced analytics), with custom enterprise pricing for DSOs. The platform is HIPAA and PCI compliant with PHI encrypted in transit and at rest.
- Plan Forward Professional Services A bundle of professional services sold alongside the Plan Forward software subscription, including strategic growth collaboration, pricing analysis, PMS set-up and workflow guidance, always-on support, ongoing training, and annual reviews. Services are included with subscriptions rather than priced separately, and form part of the company's high-touch customer success model with typical response times of 1-2 hours.
Quantifiable outcome
- 2-3x production from membership patients vs uninsured patients
- +5 more outcomes
Companies that use Plan Forward
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
Plan Forward technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature6 records
Plan Forward partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship and core.
- Dentrix (Henry Schein One)flagshipRead/write integration with the Dentrix PMS platform. Plan Forward holds the Dentrix Ascend Authorized Vendor Badge displayed on its website footer. Dayna Johnson (recognized Dentrix expert) featured in a dedicated workshop replay on managing membership plans with Dentrix. The platform is one of the named flagship PMS integrations.
- EaglesoftflagshipRead/write integration with the Eaglesoft PMS platform. Listed alongside Dentrix, Open Dental, Ascend, and Denticon as one of the five named leading PMS integrations supported by Plan Forward.
- Open DentalflagshipRead/write integration with the Open Dental PMS platform. Listed as one of the five named leading PMS integrations. Dr. Burneson's practice was using OpenDental before switching to Plan Forward.
- DenticonflagshipRead/write integration with the Denticon PMS platform. Listed as one of the five named leading PMS integrations supported by Plan Forward.
- Ascend (Dentrix Ascend)flagshipRead/write integration with the Ascend PMS platform. Listed as one of the five named leading PMS integrations supported by Plan Forward. Plan Forward holds the Dentrix Ascend Authorized Vendor Badge.
- KLAS SolutionscoreKLAS Solutions is displayed as a 'planforward-partner' logo on the Plan Forward website, indicating a strategic alliance or referral/marketing partnership.
- Dental CollectivecoreDental Collective is displayed as a 'planforward-partner' logo on the Plan Forward website, indicating a strategic alliance or referral/marketing partnership in the dental industry.
- Henry Schein Global Innovation CentercoreCo-CEO Jane Levy previously acted as an advisor to the Henry Schein Global Innovation Center where she sourced and evaluated startups for Henry Schein to partner with. The partnership potential is strategic given Henry Schein One's acquisition of Levy’s former company Jarvis Analytics.
Scale indicators11 records
Recent moves6 records
Expansion highlights7 records
Plan Forward competitors and assessment
Company assessmentDirect peers
- BoomCloud: BoomCloud is a direct competitor offering dental membership plan software for practices and DSOs, with comparable per-member pricing and PMS integrations. It competes head-to-head with Plan Forward for the same buyer and use case.
- DentalHQ: DentalHQ provides membership plan software targeted at private dental practices and groups, with similar automation, billing, and renewal features. It is a directly comparable SaaS in the dental membership category.
- Membersy: Membersy (formerly known as membesy/dental membership solutions) is a direct peer offering in-office dental membership plans with practice management integrations, competing directly with Plan Forward's core offering.
Broad incumbents
- Henry Schein One: Henry Schein One is the dominant dental technology conglomerate whose Dentrix, Dentrix Ascend, Eaglesoft, and Jarvis Analytics products anchor the practice management stack. As a major PMS partner to Plan Forward and a likely consolidator, it is both a critical partner and a potential disintermediator.
- Curve Dental: Curve Dental provides cloud-based practice management software for dental practices and DSOs. While not focused on membership plans specifically, it competes for the same practice software budget and could expand into adjacent membership functionality.
- Open Dental: Open Dental is an open-source dental practice management platform and a flagship PMS integration partner for Plan Forward. It addresses the same dental practice buyer and could conceivably add membership plan features.
- CareStack: CareStack is a cloud-based dental practice management platform serving DSOs and group practices. It overlaps with Plan Forward at the multi-location DSO buyer level and could expand into membership plan administration.
- Denticon (Planet DDS): Denticon by Planet DDS is a cloud-based dental practice management platform used by DSOs and group practices. It is one of Plan Forward's flagship PMS integrations and represents both a partner and adjacent competitor for the DSO buyer.
Emerging players
- Archy: Archy is an emerging practice management and patient engagement platform for dental practices and DSOs. It addresses overlapping workflows (scheduling, billing, patient communication) that intersect with Plan Forward's value proposition.
Others
- Klara: Klara provides patient communication and engagement tools for healthcare practices including dental. It is an adjacent enabling technology rather than a direct competitor, but it intersects with Plan Forward's patient notification and engagement workflows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Plan Forward social profiles
Digital presencePlan Forward compliance and trust
Trust signalCompliance3 records
Plan Forward financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plan Forward leadership team
Management profileNumber of profiles
Profiles3 records
Plan Forward funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plan Forward 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 Plan Forward
What does Plan Forward do?
Plan Forward sells a cloud-based dental membership plan software platform that enables dental practices and Dental Service Organizations (DSOs) to build, manage, automate, and scale in-house patient membership plans as an alternative to traditional dental insurance. The platform automates member enrollment and renewals, recurring billing and payment processing, and patient notifications; offers read/write integrations with 20+ Practice Management Systems (Dentrix, Eaglesoft, Open Dental, Ascend, Denticon); delivers member service eligibility tracking; and includes real-time reporting and analytics. It is sold primarily on a per-member-per-month SaaS subscription basis across two tiers (Essential and Advanced), with custom enterprise pricing for DSOs and bundled professional services.
Is Plan Forward a public or private company?
Plan Forward is a private company. It is classified as venture growth investor backed and is currently operating.
When was Plan Forward founded?
Plan Forward was founded in 2018. It employs 1 to 10 people.
Where is Plan Forward based?
Plan Forward is headquartered in Indianapolis, United States, in the North America region.
How does Plan Forward make money?
Two revenue lines are on record. Per-Member-Per-Month SaaS Subscription is the primary driver. The others are professional Services & Add-Ons.
Who are Plan Forward's main competitors?
Direct peers on record are BoomCloud, DentalHQ and Membersy. Broad incumbents are Henry Schein One, Curve Dental, Open Dental, CareStack and Denticon (Planet DDS). Archy is listed as an emerging player. Klara is listed as an others.
Does Plan Forward have an API?
No public API is recorded for Plan Forward.
What industry is Plan Forward in?
Plan Forward's product category is Dental Membership Plan Software. Its primary akta.pro industry code is HLABAKAA, Multi-Specialty DSOs (General + Specialty Networks). Its NAICS code is 621210 and its SIC code is 7372.