Hero Practice Services
Hero Practice Services is a PE-backed Dental Service Organization that manages affiliated pediatric dental, vision, and orthodontic practices across 7+ U.S. states, serving children ages 6 months to 20 years in underserved, primarily Medicaid-insured communities through an integrated multi-specialty care model.
- Company typePrivate
- Founded2006
- HeadquartersColorado Springs, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Hero Practice Services does
Hero Practice Services (legal entity: Hero DVO, LLC) is a Colorado Springs-headquartered, private-equity-backed Dental Service Organization founded in 2006 by Dr. Ronald Montano, DDS. The company manages and supports affiliated pediatric dental, vision, and orthodontic practices delivering integrated care to children ages 6 months to 20 years, with a deliberate focus on underserved communities served primarily through state Medicaid programs and Managed Care Organizations. As of acquisition by Silver Oak Services Partners in February 2015, the platform has grown from a single Colorado Springs practice to dozens of locations across at least seven states (Colorado, Kansas, Maryland, Oklahoma, New Mexico, Washington state, Washington DC, with reported East Coast expansion), supported by an in-house vision lab that produces thousands of pairs of glasses per year with sub-five-day delivery.
The company's core product portfolio comprises three integrated clinical service lines — Pediatric Dental Services (prophylaxis, restorations, sealants, fluoride, general anesthesia surgical services since 2013), Pediatric Vision Services (optometric exams with over 350 Medicaid-approved children's frames), and Orthodontic Services (traditional braces, Invisalign, clear aligners, interceptive treatment) — supplemented by Practice Management Services that provide affiliated practices with HR, compliance, marketing, group purchasing, facilities, and financial administration support. The technology stack is built on third-party platforms: eClinicalWorks V12 EMR as the patient-facing web portal, RevolutionEHR for scheduling, Apteryx for dental imaging, and Dolphin for practice management. The company also operates an Affiliate Partnership Program inviting independent practice owners to affiliate, and conducts community outreach via schools, faith-based organizations, and the ADA's Give Kids a Smile program.
Hero's business model rests on two revenue streams: (1) patient care revenue from providing dental, vision, and orthodontic services reimbursed through Medicaid and most commercial insurance plans, and (2) practice management / MSO fees from affiliated practice owners in exchange for back-office services. The customer base is individual pediatric patients concentrated in Medicaid populations, with revenue concentration risk centered on state-level Medicaid contracts managed by a dedicated VP of Payor Relations. Headcount of 501-1,000 employees supports a multi-state operating footprint, and reported patient volume is in the hundreds of thousands annually, with over one million children served cumulatively since 2006.
Hero Practice Services firmographics
Firmographics- Name
- Hero Practice Services
- Legal name
- Hero DVO, LLC
- Website
- https://heropracticeservices.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Hero Practice Services is a PE-backed Dental Service Organization that manages affiliated pediatric dental, vision, and orthodontic practices across 7+ U.S. states, serving children ages 6 months to 20 years in underserved, primarily Medicaid-insured communities through an integrated multi-specialty care model.
- Ownership category
- akta.pro rank
Hero Practice Services industry classification
Industry- Product category
- Pediatric Dental, Vision, and Orthodontic Practice Management
- NAICS
- Offices of Dentists (621210), Offices of Optometrists (62132)
- SIC
- Services-Health Services (8000), Services-Specialty Outpatient Facilities, Nec (8093)
- akta.pro primary industry
- Pediatric Orthodontics (HLABABAB)
Keywords
Where Hero Practice Services is headquartered
LocationHeadquarters
- HQ city
- Colorado Springs
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
Hero Practice Services business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Practice Management Services: Hero provides administrative, operational, and management services to affiliated dental, vision, and orthodontic practices in exchange for management fees. Services include HR, marketing, compliance, purchasing, facilities management, and financial administration.
- Patient Care Revenue: Revenue generated from providing dental, vision, and orthodontic services to pediatric patients. Accepts Medicaid and most insurance plans.
- Payor Partnerships: Partnerships with state Medicaid programs, Managed Care Organizations, and commercial insurance plans for reimbursement of healthcare services provided to underserved populations.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Hero Practice Services product offering
Product offeringCore offering
Hero Practice Services manages and supports a network of affiliated pediatric dental, vision, and orthodontic practices that deliver integrated care to children ages 6 months to 20 years, primarily in underserved communities. The company provides practice management services—including HR, marketing, compliance, purchasing, facilities, and financial administration—to affiliated practices, and operates an in-house vision lab that produces thousands of pairs of glasses per year. Patient services span prophylaxis, restorative dentistry, sealants, extractions, crowns, comprehensive pediatric eye exams, eyewear, and orthodontic treatments including metal braces, Invisalign, clear braces, and interceptive treatment.
Product overview
Hero Practice Services is a multi-service pediatric healthcare practice management organization offering dental, vision, and orthodontic care for children ages 6 months to 20 years under one roof. The core product portfolio comprises three integrated clinical service lines — Pediatric Dental Services, Pediatric Vision Services, and Orthodontic Services — supplemented by Practice Management Services that provide affiliated practices with HR, compliance, marketing, purchasing, facilities, and financial administration support. The organization operates an in-house vision lab for eyewear manufacturing and a patient-facing web EMR portal powered by eClinicalWorks. Community engagement is supported through an outreach program and affiliate partnership model for independent practice owners.
Differentiator
Problem solved
Functional benefit
Products and services
- Pediatric Dental Services Full-service dental care for children ages 6 months to 20 years, including prophylaxis, radiographs, fillings, extractions, sealants, fluoride treatments, stainless steel and NuSmile crowns, space maintenance, and general anesthesia services for children with extensive treatment needs. Delivered across affiliated practice locations primarily serving Medicaid and underserved populations.
- Pediatric Vision Services Comprehensive pediatric eye exams performed by licensed optometrists to detect astigmatism, myopia, hyperopia, amblyopia, and strabismus, with access to over 350 Medicaid-approved children's frames. Supported by an in-house vision lab enabling glasses delivery in under five days for both children and adults.
- Orthodontic Services Orthodontic treatment for children including traditional metal braces, Invisalign clear aligners, clear braces, and interceptive treatment to improve oral function, aesthetics, and long-term dental health. Medicaid coverage assistance and competitive payment plans are offered.
- Practice Management Services Operational and administrative support services provided to affiliated dental, vision, and orthodontic practices, including HR and recruiting, marketing, compliance management, group purchasing, facilities management, and payroll/financial administration. Available to independent practice owners via the Affiliate Partnership Program.
Quantifiable outcome
- Over 1 million children served since 2006
- +3 more outcomes
Companies that use Hero Practice Services
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Hero Practice Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Hero Practice Services partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- American Dental Association (ADA)coreHero Practice Services participates in the ADA's national Give Kids a Smile program, providing free dental services to uninsured children from low-income families. The program offers free dental exams, cleanings, fluoride treatments, fillings, x-rays, sealants, and extractions for children ages 1 to 18.
- The Leaders Institute and Boys & Girls ClubminorCommunity service partnership at the 2025 Amplified Summit where attendees built 22 bicycles for children in local communities through The Leaders Institute and Boys & Girls Club partnership.
- State Medicaid Programs and Managed Care OrganizationscoreJanelle Shumaker, VP of Payor Relations, partners closely with state Medicaid programs, Managed Care Organizations, commercial plans, and industry stakeholders to strengthen access to care through strategic payor partnerships and advance reimbursement strategies.
Scale indicators6 records
Recent moves15 records
Expansion highlights5 records
Hero Practice Services competitors and assessment
Company assessmentDirect peers
- Great Expressions Dental Centers: Multi-specialty dental support organization providing general dentistry, orthodontics, and specialty services across multiple states. Comparable to Hero in offering integrated dental and orthodontic services under a DSO model.
- Children's Choice Healthcare Services: Pediatric dental and orthodontic care provider serving Medicaid populations across multiple states. Hero's VP of Orthodontics Travis Hill was previously VP of Specialty at Children's Choice, and the companies operate in directly overlapping pediatric specialty segments.
- Children's Dental Health: Pennsylvania-based pediatric dentistry and orthodontics practice network serving children. Directly comparable to Hero's pediatric-focused multi-specialty model with emphasis on insurance and Medicaid acceptance.
- Benevis: PE-backed DSO focused on providing dental care to underserved children and families, primarily Medicaid-insured. Operates a multi-state network with similar Medicaid-focused mission, directly comparable to Hero's pediatric dental service model.
- InterDent (Capitol Dental Care): PE-backed DSO operating affiliated dental practices across multiple western US states with significant Medicaid exposure. Comparable to Hero in regional western footprint and Medicaid-focused pediatric and adult dental service delivery.
Broad incumbents
- Dental Care Alliance: DSO supporting 400+ dental practices across 20+ states with a mix of general and specialty dental services. Comparable in multi-state DSO operating model and acquisition-driven growth strategy.
- Heartland Dental: Largest US DSO supporting over 1,700 dental offices across 38 states. While Heartland focuses on general dentistry rather than pediatrics, it represents the scaled DSO model Hero could grow into and provides a comparable for unit economics and infrastructure scale.
- Aspen Dental: Multi-site dental practice organization operating 1,000+ locations focused on general dentistry. Comparable to Hero in multi-site operating model but addresses broader adult demographics rather than pediatric Medicaid populations.
- Pacific Dental Services: One of the largest DSOs in the US supporting 200+ dental practices. Hero's CEO Kevin Lawton and SVP Jeff Longfield both previously held senior roles at Pacific Dental Services, making it a direct competency reference for Hero's operating model and scale trajectory.
- FORBA Dental Management (Smile Brands affiliate): Multi-site dental practice operator with significant pediatric Medicaid exposure, now part of Smile Brands. Hero's VP of Facilities Chris Pershin previously worked at FORBA, and the companies share a similar DSO operating model for high-volume practices.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Hero Practice Services social profiles
Digital presenceHero Practice Services compliance and trust
Trust signalCompliance2 records
Hero Practice Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hero Practice Services leadership team
Management profileNumber of profiles
Profiles17 records
Hero Practice Services subsidiaries and ownership
Company hierarchySubsidiaries3 records
Hero Practice Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hero Practice Services 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 Hero Practice Services
What does Hero Practice Services do?
Hero Practice Services manages and supports a network of affiliated pediatric dental, vision, and orthodontic practices that deliver integrated care to children ages 6 months to 20 years, primarily in underserved communities. The company provides practice management services—including HR, marketing, compliance, purchasing, facilities, and financial administration—to affiliated practices, and operates an in-house vision lab that produces thousands of pairs of glasses per year. Patient services span prophylaxis, restorative dentistry, sealants, extractions, crowns, comprehensive pediatric eye exams, eyewear, and orthodontic treatments including metal braces, Invisalign, clear braces, and interceptive treatment.
Is Hero Practice Services a public or private company?
Hero Practice Services is a private company. It is classified as private equity controlled and is currently operating.
When was Hero Practice Services founded?
Hero Practice Services was founded in 2006. It employs 501 to 1,000 people.
Where is Hero Practice Services based?
Hero Practice Services is headquartered in Colorado Springs, United States, in the North America region.
How does Hero Practice Services make money?
Three revenue lines are on record. Practice Management Services are the primary driver. The others are patient Care Revenue and payor Partnerships.
Who are Hero Practice Services's main competitors?
Direct peers on record are Great Expressions Dental Centers, Children's Choice Healthcare Services, Children's Dental Health, Benevis and InterDent (Capitol Dental Care). Broad incumbents are Dental Care Alliance, Heartland Dental, Aspen Dental, Pacific Dental Services and FORBA Dental Management (Smile Brands affiliate).
Does Hero Practice Services have an API?
No public API is recorded for Hero Practice Services.
What industry is Hero Practice Services in?
Hero Practice Services's product category is Pediatric Dental, Vision, and Orthodontic Practice Management. Its primary akta.pro industry code is HLABABAB, Pediatric Orthodontics. Its NAICS code is 621210 and its SIC code is 8000.