SmileSet (formerly Dr. Direct Retainers)

What SmileSet (formerly Dr. Direct Retainers) does

SmileSet, formerly Dr. Direct Retainers and operated by OrthoTech, LLC (Delaware), is a direct-to-consumer tele-dentistry company that sells FDA-cleared clear aligners, custom retainers and night guards to U.S. consumers without in-person orthodontist visits. Its core product suite includes All-Day and Nighttime Clear Aligners (treatment 4-9 months, priced $1,295-$1,795), Clear Retainers ($199 with a 40%-off discount and a 6-month auto-delivery subscription), Clear Night Guards and a range of oral care accessories (whitening kits, ultrasonic cleaners, water flossers, cleaning tablets). The platform is built on SmileDirectClub's technology stack, which brings 100+ patents and a 2M+ treatment-outcomes dataset that powers SmileMaker AI, a proprietary 3D smile scanning and treatment preview engine available through the SmileSet iOS app. Sales flow through smileset.com, the mobile app, three permanent SmileStudios (NYC Central Park, NYC Tribeca, Nashville Green Hills) with pop-ups in Chicago, Chattanooga and Charlotte, a Dental Partner Program for case referrals, and an FSA Store / HSA Store partnership with Health-E Commerce. Monthly financing starting at $89 broadens affordability, while HIPAA compliance, FDA 21 CFR Part 11-cleared manufacturing and an A-rated BBB accreditation underpin regulatory positioning.

Name

SmileSet (formerly Dr. Direct Retainers)

Legal name

OrthoTech, LLC

Website

https://smileset.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

SmileSet is a direct-to-consumer tele-dentistry platform that sells FDA-cleared clear aligners, custom retainers and night guards online and through SmileStudio locations, powered by SmileDirectClub's patented technology and SmileMaker AI.

Ownership category

akta.pro rank

Product category

Clear Aligner Treatment

NAICS

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

SIC

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

akta.pro primary industry

Clear Aligner Orthodontics (HLABABAD)

akta.pro secondary industries

Orthodontic Appliances & Aligners Fabrication (HLABAJAD), Orthodontic & Aligner Care (Cleaners, Cases, Wax) (CRABAFAH), Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC)

Keywords

• Clear aligner treatment
• Orthodontic retainers
• Teledentistry services
• Direct-to-consumer orthodontics
• Custom night guards

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Clear Aligner Sales: One-time purchase of full aligner treatment package including impression kit, custom treatment plan, all aligners, and whitening kit. Price $1,295 (sale) or $1,795 (regular).
2. Retainer Sales: Single purchase retainers at $199 (40% off available). Subscription model offers 40% savings with automatic delivery every 6 months for hygiene replacement.
3. Night Guard Sales: Custom night guards for teeth grinding and clenching prevention. Single purchase with impression kit for new customers or direct order for returning customers.
4. Oral Care Accessories: Supplements including whitening kits ($75), ultrasonic cleaners ($69.99), cleaning tablets, water flossers ($49.99), lip balm, and cases sold as add-on purchases.
5. Financing: Monthly payment options available starting at $89/month for aligner treatment, providing installment revenue collection.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

SmileSet is a direct-to-consumer tele-dentistry company that sells FDA-cleared, USA-manufactured clear aligners, custom clear retainers, and custom night guards for teeth straightening, post-treatment maintenance, and bruxism protection. Customers complete treatment using at-home Impression Kits or in-person 3D scans at SmileStudio locations, with every plan reviewed by state-licensed dental professionals via the tele-dentistry platform inherited from SmileDirectClub (100+ patents). The core offering is delivered at $1,295 for full aligner treatment (60% less than traditional braces) with FSA/HSA eligibility and financing options.

Product overview

SmileSet offers a comprehensive direct-to-consumer teledentistry platform for orthodontic care, centered around FDA-cleared clear aligners and retainers for teeth straightening and alignment maintenance. The core product portfolio includes All-Day and Nighttime Clear Aligners (treatment: 4-9 months, $1,295), Clear Retainers ($199) for post-treatment maintenance, and Clear Night Guards ($149) for bruxism protection. Supporting the core dental products is a suite of oral care accessories including the Premium Whitening Kit ($75), Ultrasonic Cleaner with UV Sanitizer ($69.99), Water Flosser ($49.99), and Cleaning Tablets. The platform is powered by SmileDirectClub technology (100+ patents) and features proprietary SmileMaker AI for 3D smile scanning via a mobile app, enabling remote treatment planning with licensed dental professionals. SmileSet provides in-person care through SmileStudio locations and virtual consultations, with all products being FSA/HSA eligible. Formerly known as Dr. Direct Retainers, the company transitioned to the SmileSet brand while maintaining backward compatibility for former SmileDirectClub customers.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 60% cost savings vs traditional braces
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Health-E Commerce (FSA Store / HSA Store)coreGTM or Marketing Partner · 22 December 2025Strategic partnership enabling consumers to purchase SmileSet orthodontic products (impression kits, clear aligners, retainers, night guards) using FSA and HSA funds. Part of Health-E Commerce promotional sales including New Year New You sale in 2026.
• SmileDirectClub (SDC)coreTechnology or IntegrationPowered by SmileDirectClub technology and 100+ patents. SmileSet leverages SDC's proven tele-dentistry platform that has transformed over 2M smiles across 14 countries. Also accesses former SDC customer smile files through partnerships with licensed dental professionals.
• Former SDC Licensed Dental ProfessionalscoreStrategic or Co-development PartnerPartnerships with licensed dental professionals formerly associated with SmileDirectClub. Enables SmileSet to access existing patient smile files and continue care for former SDC customers seeking retainer replacements or continued treatment.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Others

• SmileDirectClub: Original DTC aligner pioneer whose technology platform and patents now power SmileSet. Now defunct/bankrupt, but the direct lineage and shared customer base make it the most analogous historical comp and the source of inherited tech and patient files.

Emerging players

• Quip: Direct-to-consumer oral care brand with subscription model for electric toothbrushes and oral care products. Comparable DTC consumer oral health positioning and subscription revenue mechanics, though focused on hygiene rather than orthodontics.

Direct peers

• Candid: DTC clear aligner company combining at-home impression kits with in-office CandidStudio scan locations and partner dental network. Highly comparable in product offering, treatment model, and omnichannel distribution.
• AlignerCo: Direct-to-consumer clear aligner brand positioned at lower price points, offering night-only and all-day aligners through a similar teledentistry model. Competes for the same cost-sensitive consumer segment.
• Byte: Direct-to-consumer clear aligner competitor offering at-home impression kits, teledentistry oversight, and aligner treatment at comparable price points. Acquired by Dentsply Sirona in 2020, making it a structurally direct comp in product, GTM, and customer base.
• NewSmile: Direct-to-consumer clear aligner company offering at-home impression kits and nighttime aligners with comparable pricing model. Competitor for the same value-conscious DTC consumer.

Broad incumbents

• SureSmile: Clear aligner and orthodontic treatment system from Dentsply Sirona, serving dental professionals. Comparable product but professional-only distribution channel.
• ClearCorrect: Clear aligner manufacturer owned by Straumann Group, supplying dental professionals with aligner solutions. Comparable product category but distributed through professional channels rather than direct-to-consumer.
• Align Technology (Invisalign): Market leader in clear aligners with Invisalign brand, massive clinical provider network, and significant R&D investment. Competes head-to-head with SmileSet but operates through orthodontists and dentists with broader product portfolio.
• Invisalign Direct: Align Technology's direct-to-consumer initiative offering competitive pricing for mild cases. Most direct competitive threat from an incumbent addressing the same DTC segment with the Invisalign brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/smileset
• Instagraminstagram.com/smileset

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 SmileSet (formerly Dr. Direct Retainers)