Rodeo Dental & Orthodontics

What Rodeo Dental & Orthodontics does

Rodeo Dental & Orthodontics is a privately held, founder-owned dental service organization (DSO) founded in 2008 and headquartered in Forest Hills, operating 50+ clinical locations across Texas, Colorado, and Arizona. The company delivers comprehensive family dental care under a unified multi-site platform spanning pediatric dentistry, family/general dentistry, orthodontics (braces and clear aligners), emergency dentistry, restorative procedures, cosmetic dentistry, and preventive services. Rodeo's underlying technology stack is described as a standard dental care technology platform, with no proprietary AI or differentiated technology assets disclosed; competitive differentiation centers on a kid-friendly physical environment (arcade games, movie theaters, mascot-led branding), bilingual (English/Spanish) staffing, and convenient multi-location access.

The business model combines fee-for-service patient payments, insurance reimbursement from a defined network of private carriers (Delta Dental, Cigna, Aetna, MetLife, Guardian, UnitedHealthcare, BlueCross BlueShield, Humana), and government program reimbursement through Texas Medicaid/CHIP, Colorado Health First Colorado, and Arizona AHCCCS/KidsCare. Average braces pricing is approximately $3,791 per case with flexible payment plans, and uninsured patients can enroll in the in-house Rodeo Roundup discount plan or use CareCredit financing. Patient retention is supported by the Rodeo Rewards loyalty program, and demand generation relies on direct-to-consumer marketing, community events, and bilingual digital content.

Rodeo serves over 500,000 families with a primary patient base of families with children, Medicaid/CHIP recipients, and Spanish-speaking households in the Southwest United States. The company is the first B Corp certified multi-site dental group worldwide, has received B Lab Best for the World Governance recognition in 2021 and 2022, and has been recognized as a Top Dentist by Fort Worth Magazine and D Magazine for six consecutive years. Leadership consists of founder-CEO Dr. Saam Zarrabi and co-founder Dr. Yahya Mansour, with no disclosed private equity or institutional investor involvement.

Name

Rodeo Dental & Orthodontics

Legal name

Rodeo Dental & Orthodontics

Website

https://rodeodental.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Rodeo Dental & Orthodontics is a founder-owned dental service organization operating 50+ clinical locations across Texas, Colorado, and Arizona, delivering family, pediatric, orthodontic, and emergency dental care to over 500,000 families, including Medicaid and Spanish-speaking patients.

Ownership category

akta.pro rank

Product category

Dental Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Multi-Specialty DSOs (General + Specialty Networks) (HLABAKAA)

akta.pro secondary industries

Medicaid/Community-Focused DSOs (HLABAKAM), Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI), Pediatric Orthodontics (HLABABAB)

Keywords

• Family dental care
• Pediatric dentistry
• Orthodontic services
• Emergency dentistry
• Dental service organization

Headquarters

HQ city

Forest Hills

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Fee-for-Service Dental Care: Direct patient payments for dental services including preventive care, restorative procedures, orthodontics, and cosmetic treatments. Services billed at time of visit or submitted to insurance.
2. Insurance Reimbursement: Claims submitted to private dental insurance providers including Delta Dental, Cigna Dental, Aetna, MetLife, Guardian, UnitedHealthcare, BlueCross BlueShield, and Humana. Revenue received as reimbursement for covered services.
3. Government Program Reimbursement: Medicaid and CHIP reimbursement through state programs including Texas Medicaid/CHIP, Colorado Medicaid (Health First Colorado), and Arizona AHCCCS/KidsCare. $0 out-of-pocket for most covered services.
4. Rodeo Roundup Discount Plan: In-house discount dental plan offered to uninsured patients for affordable access to care. Provides savings on dental services for members.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Rodeo Dental & Orthodontics operates a multi-site dental service organization (DSO) providing comprehensive family, pediatric, orthodontic, emergency, restorative, cosmetic, and preventive dental care across 50+ owned clinical locations in Texas, Colorado, and Arizona. Services are delivered in kid-friendly environments with arcade games and movie theaters, with bilingual staff supporting English and Spanish-speaking families, and flexible payment options including Medicaid/CHIP and private insurance acceptance.

Product overview

Rodeo Dental & Orthodontics operates a multi-site dental service organization (DSO) offering a unified family dental care platform across 50+ locations in Texas, Colorado, and Arizona. The core offering centers on Family Dentistry and Pediatric Dentistry services (featuring kid-friendly environments with arcade games and movie theaters), supported by Orthodontics (braces and clear aligners) and Emergency Dentistry for same-day urgent care. The product portfolio includes add-on service modules across Preventive Dentistry, Restorative Dentistry (fillings, crowns, bridges, dentures, root canals, extractions, wisdom teeth removal, gum treatment), and Cosmetic Dentistry (teeth whitening, veneers, bonding, smile makeovers). Supplementary offerings include Dental Sealants, Space Maintainers, and Early Orthodontics for children. The company also provides two sub-brands: Rodeo Rewards (a loyalty points program) and the Rodeo Roundup Plan (a discount dental plan for uninsured patients). Insurance accepted includes Medicaid, CHIP, and major private carriers, with flexible payment plans and same-day appointments available.

Differentiator

Problem solved

Functional benefit

Brands

• Rodeo Rewards: Loyalty rewards program where patients earn points for dental care and exchange them for prizes. Free to join with bonus points for new members.
• Rodeo Roundup Plan

Products and services

• Family Dentistry

Quantifiable outcome

• 65,000+ five-star reviews
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pacific Dental Services (PDS): Multi-site DSO supporting 900+ dental practices across the U.S., with a strong focus on integrated specialty care including orthodontics and pediatric dentistry — directly overlapping with Rodeo's multi-specialty platform.
• Smile Brands: Multi-site DSO supporting 600+ affiliated offices across 30 states under brands like Bright Now! Dental and Castle Dental. Comparable in scale and broad general/specialty mix.
• Benevis: Multi-site DSO supporting ~120 affiliated practices focused on pediatric dentistry and Medicaid/CHIP populations. Highly comparable in target patient base and community-focused mission.
• Great Expressions Dental Centers: Multi-site DSO with 250+ affiliated practices across 10 states offering general, specialty, and orthodontic care. Comparable multi-specialty, multi-state footprint to Rodeo.
• Heartland Dental: Largest U.S. dental support organization with 1,700+ affiliated offices across 38 states. Directly comparable multi-site DSO model supporting general and specialty dental practices.
• Aspen Dental Management: Large multi-site DSO with 1,100+ locations primarily in underserved and rural U.S. markets, with a similar focus on accessible, family-oriented dental care and Medicaid-friendly access.
• MB2 Dental: Dental partnership organization supporting 700+ affiliated practices across 45 states with a strong pediatric and family focus. Comparable multi-site, multi-state DSO model with similar ownership-of-record structure.
• Western Dental & Orthodontics: Large multi-state DSO with significant California presence and heavy Medicaid/CHIP orientation. Closest peer in terms of Medicaid-led, family-and-orthodontics multi-site model.

Emerging players

• SmileDirectClub: Direct-to-consumer clear aligner company. Tangentially comparable as a consumer-facing orthodontic brand competing for similar patient demographics, though its at-home delivery model diverges from Rodeo's in-office clinical model.

Broad incumbents

• Affordable Dentures & Implants: Largest network of dental practices in the U.S. focused on dentures, implants, and extractions. Adjacent multi-site dental platform but narrower specialty focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Rodeo Dental & Orthodontics