What Diamond Whites does

Diamond Whites Aligners Limited is a UK-based direct-to-consumer clear aligner manufacturer and orthodontic service provider, founded in 2012 and headquartered in London. The company's core product is a set of custom BPA-free clear dental aligners (Day Time Aligners, worn 22 hours daily for 3-6 months) underwritten by GDC-registered dentist supervision, 3D treatment planning and outcome visualization, and a proprietary AI-assisted dental monitoring app that reviews weekly patient scans and escalates anomalies to clinicians. It sells to individual consumers seeking discreet, affordable cosmetic orthodontic treatment for mild-to-moderate misalignment, primarily on a one-time £1,850 payment basis or via 36-month financing at a representative 9.9% APR through Klarna and Tabeo/DivideBuy; add-on revenue comes from refinement aligners (£250-£500 within or after a 90-day check-in window) and replacement retainers. Following its 2024 merger with Impress, Europe's largest orthodontic clinic chain with more than 110 clinics across 7 countries, Diamond Whites combines an online-first customer journey with physical clinic scan appointments, accessed alongside Impress's clinical infrastructure for complex cases. Co-founded by celebrity dentist Dr Richard Marques, the company has served over 10,000 customers and operates with 11-50 employees, anchored in the UK regulatory environment with FCA-authorized credit-brokering via a related Appointed Representative entity.

Name

Diamond Whites

Legal name

Diamond Whites Aligners Limited

Website

https://dwaligners.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Diamond Whites is a UK-based direct-to-consumer clear aligner manufacturer selling custom BPA-free orthodontic treatment plans to adults seeking affordable cosmetic teeth straightening, combining online sales with clinic-based scans, AI-powered remote monitoring, and post-merger access to Impress's 110+ European clinics.

Ownership category

akta.pro rank

Product category

Orthodontic Aligners

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Clear Aligner Orthodontics (HLABABAD)

akta.pro secondary industry

Comprehensive Orthodontic Clinics (HLABABAA)

Keywords

• Clear dental aligners
• Orthodontic treatment
• Teeth straightening
• Invisible aligners
• Cosmetic dentistry

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Clear Aligner Product Sales: One-time sale of custom clear aligner treatment plans. Full payment or financing for the aligner kit. Includes 3-6 month treatment duration with dentist supervision and remote monitoring included.
2. Financing / Credit Broking: Diamond Whites acts as a credit broker, introducing customers to financing partners (Klarna, Tabeo/DivideBuy) for treatment payment plans. Representative APR of 9.9% on loans of £1,850 over 36 months. Earns brokerage fees on credit arrangements facilitated.
3. Refinement Aligner Add-ons: Refinement aligners offered at £250 within 90 days of last check-in, increasing to £500 thereafter, providing incremental revenue from cases requiring treatment adjustments.
4. Retainers and Replacement Parts: Replacement retainers sold post-treatment. Retainers carry a 4-month warranty. Recommended retainer replacement every 6 months to maintain results.

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

Diamond Whites manufactures and sells custom clear dental aligners (Day Time Aligners) for at-home teeth straightening, supplemented by 3D treatment visualisation, AI-powered remote dental monitoring via a mobile app, and physical clinic scan appointments. Treatments are supervised by GDC-registered dentists and delivered through a hybrid model combining e-commerce with UK and Impress network clinics across 7 countries.

Product overview

Diamond Whites is a hybrid orthodontic service offering clear dental aligners with both clinic-based and remote care options. The core product is Day Time Aligners (custom BPA-free clear aligners worn 22 hours daily for 3-6 months), supported by 3D treatment planning software for visualizing outcomes, a dental monitoring app with AI-powered weekly scan analysis, and optional retainers for post-treatment maintenance. Patients can access services through UK clinics (now part of Impress) or via home impression kits. Treatment is supervised by GDC-registered dentists with remote monitoring throughout the process.

Differentiator

Problem solved

Functional benefit

Products and services

• Day Time Aligners Custom-manufactured BPA-free clear aligners worn 22 hours per day for 3-6 months to straighten mildly to moderately misaligned teeth. Treatment is approved and monitored by UK GDC-registered dentists with weekly AI-powered remote progress checks. Sold directly to adult consumers.
• 3D Treatment Planning 3D visualisation service that shows patients the predicted movement of their teeth and the expected final smile outcome before treatment begins. Dentists use 3D digitalisation software to plan each individual case.
• Dental Monitoring App Mobile app used during aligner treatment that lets patients submit weekly photos/scans of their progress. AI software reviews each scan and flags any issues for the supervising dentist, enabling 24/7 remote monitoring.
• Retainers Post-treatment retainers made from stronger material to maintain teeth position after aligner treatment. Sold with a 4-month warranty and recommended replacement every 6 months.
• Digital Scan Appointments In-person 3D digital scan appointments at UK clinics and Impress network locations that capture the patient's dental impressions as the starting point for custom aligner manufacturing.
• Home Impression Kit At-home dental impression kit mailed to customers who cannot attend a clinic; impressions are returned to the dental team for AI-assisted assessment to determine treatment suitability as an alternative to in-person X-rays.
• Refinement Aligners Optional additional aligner course for patients who need further correction after the initial treatment, priced at £250 within 90 days of the last check-in and £500 thereafter.

Quantifiable outcome

• Teeth straightening achieved in 3-4 months (half the time of traditional approaches)
• +3 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• ImpresscoreStrategic or Co-development PartnerDiamond Whites has merged with Impress, Europe's No.1 orthodontic clinic network by number of own clinics. Impress operates over 110 clinics across 7 countries. The merger enables Diamond Whites to offer advanced orthodontic solutions for even the most complex cases, leveraging Impress's cutting-edge technology and highly trained specialists. Diamond Whites customers gain access to a wider range of treatments and Impress's clinical infrastructure.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Align Technology (Invisalign): Global category leader in clear aligners with Invisalign brand. Directly comparable clear aligner product, vastly larger scale and R&D budget, serving the same consumer cosmetic orthodontic segment.

Direct peers

• Impress: Europe's largest orthodontic clinic chain with 110+ clinics across 7 countries and direct-to-consumer clear aligner offering. Now Diamond Whites' parent/merger partner; directly comparable in product, customer segment and hybrid clinic-plus-app model.
• SmileDirectClub: Pioneer US-based DTC clear aligner company with similar remote-monitoring, hybrid scan model. Highly comparable in product, customer segment and GTM motion; illustrates both the scale potential and execution/regulatory risks of the category.
• Candid: DTC clear aligner brand using a hybrid clinic-and-remote monitoring model very similar to Diamond Whites. Comparable target customer (adult cosmetic cases), pricing band and dentist-supervised treatment flow.
• Byte: DTC clear aligner competitor (acquired by Dentsply Sirona) offering similar at-home impression, remote monitoring and financing-led proposition. Comparable product, customer segment and price-point positioning.
• Straight My Teeth: UK-based DTC clear aligner brand competing head-to-head with Diamond Whites in the British consumer market. Same target customer, similar price band, and overlapping impression-kit-and-remote-treatment model.
• NewSmile: DTC clear aligner company offering impression-kit-based treatment with night-time and all-day aligner options. Comparable product range, customer profile and financing-driven conversion model.
• Smileie: DTC clear aligner brand with a similar hybrid online-plus-clinic touchpoint structure. Comparable adult cosmetic customer, price band and impression/aligner product line.
• Dr Smile: European DTC clear aligner brand (now part of the Impress group) offering clinic-based scans plus aligner treatment. Directly comparable product, customer and hybrid distribution model across European markets.

Regional players

• EZ Smile: Australia-based DTC clear aligner brand with similar impression-kit, remote-treatment and financing-led GTM. Comparable product and customer model, but serves APAC rather than UK/Europe.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/diamondwhites
• LinkedInlinkedin.com/company/diamond-whites

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Diamond Whites