What Smileneo does

Smileneo is a Dubai-based telehealth and direct-to-consumer orthodontic platform, founded in 2020 by Dr. Jonathan Doerr, that designs, plans, and distributes custom 3D-printed clear aligners for adult teeth straightening. The company operates an end-to-end workflow that begins with a free online smile assessment (three-photo upload), proceeds to an in-person consultation and 3D intraoral scan at one of 30+ certified partner orthodontic clinics across the UAE, Saudi Arabia, Bahrain, and Qatar, and continues through active treatment monitored remotely via an iOS/Android mobile app with scheduled progress photo capture, automated milestone videos, and direct chat to the prescribing orthodontist. Treatment is offered in three complexity-tiered SKUs (Regular / Plus / MAX) at fixed, transparent price points per market, with 0% interest installment financing through Tabby and Tamara.

The company monetizes primarily through one-time per-treatment license fees for the aligner system, augmented by transaction-fee economics with partner clinics that receive patient referrals and provide in-person services. According to company-disclosed figures, it raised a $2 million seed round in April 2021 led by Kingsway Capital - the largest seed round by any MENA teeth-straightening consumer marketplace - and was acquired in February 2023 by makeO (AMPA Orthodontics Pvt. Ltd.), India's only U.S. FDA-approved B2C aligner company, creating what the parties describe as the largest clinical beauty technology platform across MENA and India. Smileneo holds regulatory approvals from the Saudi Food and Drug Authority (SFDA), the UAE Ministry of Health, the Dubai Multi Commodities Centre, and CE certification under the European Medical Devices Directive 93/42/EEC.

Go-to-market combines a product-led online assessment funnel with sales-assisted conversion at partner clinics, supported by social media, influencer, content marketing, and PR channels targeting Middle Eastern consumers. Custom 3D aligners are manufactured utilizing makeO's India-based 3D printing facility following the acquisition, and treatment is positioned at 60-70% below traditional clear aligner pricing and 3x faster than metal braces (six-month average duration versus roughly 18 months).

Name

Smileneo

Legal name

Smileneo DMCC

Website

https://smileneo.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Smileneo is a Dubai-based telehealth platform that designs, plans, and distributes custom 3D-printed clear aligners for adult teeth straightening, serving individual consumers across the UAE, Saudi Arabia, Bahrain, and Qatar through partner orthodontic clinics and a remote-monitoring mobile app. Founded 2020; acquired by India's makeO in February 2023.

Ownership category

akta.pro rank

Product category

Clear Aligner Orthodontic Treatment

NAICS

Offices of Dentists (621210), Dental Laboratories (339116), Dental Equipment and Supplies Manufacturing (339114)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Dental Equipment & Supplies (3843)

akta.pro primary industry

Clear Aligner Orthodontics (HLABABAD)

akta.pro secondary industries

Orthodontic Appliances & Aligners Fabrication (HLABAJAD), Orthodontic Group Practices (HLABAKAC)

Keywords

• Clear aligner treatment
• Teledentistry services
• Orthodontic care
• 3D dental scanning
• Invisible braces

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales

Revenue model

1. Clear Aligner Treatment Sales: One-time treatment fees for invisible/clear aligners sold directly to consumers through certified partner clinics. Prices vary by country with installment payment options (0% interest) through Tabby and Tamara.
2. Partner Clinic Referrals: Smileneo acts as a marketplace, referring patients to certified partner orthodontic clinics in exchange for a share of treatment revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Smileneo sells direct-to-consumer clear aligner (invisible braces) orthodontic treatment services in the MENA region. Customers begin with a free online assessment, visit a certified partner clinic for 3D intraoral scanning and doctor consultation, then receive custom 3D-printed clear aligners with treatment monitored remotely via a mobile app over an average of 6 months. The company operates as a marketplace, referring patients to certified partner orthodontic clinics in exchange for a share of treatment revenue.

Product overview

Smileneo is a telehealth platform offering invisible braces (clear aligners) for teeth straightening. The core product is the Smileneo Invisible Braces system, which combines custom 3D-printed clear aligners with a mobile app for remote monitoring, 3D smile preview visualization, and an online assessment tool for patient pre-screening. The company operates through a network of licensed partner clinics across Bahrain, UAE, Saudi Arabia, and Qatar, offering three treatment tiers (Regular, Plus, MAX) differentiated by complexity and monitoring intensity. The platform was acquired by makeO in February 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• Smileneo Invisible Braces (Clear Aligners) Custom-made clear plastic aligners for teeth straightening, produced using 3D intraoral scanning and 3D printing technology. BPA- and phthalate-free, medical-grade devices that gradually move teeth to desired positions over approximately 6 months. Sold as a complete orthodontic treatment service to adults across the MENA region.
• Smileneo Mobile App Mobile application for iOS and Android enabling patients to track daily aligner wearing time, take progress photos every 10 days, receive automated milestone videos, access personal treatment plans with reminders, and chat directly with their orthodontist during treatment.

Quantifiable outcome

• Treatment completes in 6 months on average (3x faster than metal braces)
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered flagship, core and minor.

• makeO (AMPA Orthodontics Pvt. Ltd.)flagshipStrategic or Co-development Partner · 20 February 2023In February 2023, makeO (Asia's leading clinical beauty platform, India's only U.S. FDA approved B2C aligner company) acquired Smileneo. The acquisition created the largest clinical beauty technology platform across MENA and India. makeO brings manufacturing capabilities (India's largest 3D printing in-house aligner facility), 200,000+ smile plans experience, and expansion resources.
• Licensed Orthodontic Clinics (30+)coreChannel Partner/ Reseller/ DistributorNetwork of certified orthodontic and dental clinics across UAE, Saudi Arabia, Bahrain, and Qatar that provide Smileneo treatments. Clinics benefit from new patient referrals and digitized workflows. No investment required from clinics.
• Fitness Apps (Fitze, Steppi)minorGTM or Marketing PartnerSmileneo partnered with fitness apps allowing patients to earn points for steps taken, redeemable towards their treatment.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Align Technology (Invisalign): The global market leader in clear aligners with the Invisalign brand, vast R&D budget, and deep clinician network. Directly comparable because Smileneo's core product competes head-to-head with Invisalign in the orthodontic clear-aligner category.
• SureSmile (Dentsply Sirona): Established orthodontic clear-aligner offering backed by Dentsply Sirona, distributed primarily through dental practices. Comparable product category but more clinician-channel oriented than Smileneo's D2C-led approach.

Direct peers

• SmileDirectClub: Pioneered the direct-to-consumer clear aligner teledentistry model with remote monitoring and impression kits. Closely comparable to Smileneo on business model (D2C telehealth), product (clear aligners), and target customer (adults seeking affordable teeth straightening).
• Candid: D2C clear-aligner brand operating a hybrid partner-studio model with remote monitoring. Comparable to Smileneo on the D2C telehealth approach plus certified partner-clinic network.
• Byte: D2C clear aligner brand (acquired by Dentsply Sirona) with at-home impression kits and remote orthodontist oversight. Closely mirrors Smileneo's hybrid online-assessment-then-clinic-visit flow.
• EZSmile: Australia-based D2C clear aligner company selling directly to consumers via remote monitoring and partner clinics. Comparable business model and product offering to Smileneo, though regionally focused on ANZ.
• NewSmile: Canada-based D2C clear aligner brand offering remote monitoring and at-home impression kits. Similar digital onboarding and direct-to-consumer treatment model to Smileneo, focused on the Canadian market.

Emerging players

• Dr. Clear Aligners: Hong Kong-headquartered direct-to-consumer clear aligner brand with presence across Asia-Pacific and the Middle East. Closely comparable on D2C telehealth go-to-market and active footprint in adjacent Asian markets to Smileneo's GCC base.
• Crystal Aligners: UK-based direct-to-consumer clear aligner brand selling to consumers through partner clinics and digital onboarding. Shares Smileneo's hybrid D2C-plus-clinic-network approach but operates in a different geography.

Others

• makeO: India's only U.S. FDA-approved B2C aligner company and Smileneo's parent (acquired February 2023). Directly comparable on product and patient experience, but represents the combined entity rather than a head-to-head competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/YourSmileneo
• Facebookfacebook.com/yoursmileneo
• Instagraminstagram.com/smileneo_makeo.io
• LinkedInlinkedin.com/company/smileneo

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 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 Smileneo