What Gladwell Orthodontics does

Gladwell Orthodontics is a multi-location orthodontic practice founded in 2007 by Dr. Jason Gladwell, operating nine offices across the Raleigh-Durham Triangle in North Carolina (Wake Forest, North Raleigh, Downtown Raleigh, Rolesville, Zebulon, Southpoint Mall/Durham, and a newly opened Durham office in March 2026). The practice delivers orthodontic care across three patient segments — children (Phase I early intervention, age 7+), teens, and adults — offering traditional metal and ceramic braces, Damon self-ligating braces, Invisalign clear aligners, and a proprietary streamlined program called GO Simple for minor tooth movement. Supporting clinical technologies include digital 3D scanning (no traditional impressions), accelerated orthodontics via Propel/Acceledent/VPRO5, and GLO Science professional teeth whitening. The practice holds Super Elite / Diamond Plus Invisalign provider status (top 1% in the US), with Dr. Gladwell ranked #1 in North Carolina and #2 nationally for Invisalign case volume; Dr. Maura Partrick is the only orthodontist in North America trained as a designer at Align Technology.

The business model combines per-case orthodontic treatment revenue (typically $5,000-$7,000 per case, financed via payment plans and most major insurance) with several recurring and add-on revenue streams: a $1/day retainer subscription program (open to non-Gladwell patients), Vivera retainers ($800 for 4 sets), refinement scans ($398), aligner replacements ($150 per stage), in-office checkups ($198), and GLO at-home whitening kits sold via Square e-commerce. The GTM motion is direct-to-consumer across the Triangle metro, supported by school sponsorships, the Charity Cafe community initiative, the Smile Rewards referral program (1,000+ participants), free new-patient consultations, organic SEO for local search, and active presence on Facebook, Instagram, TikTok, and YouTube. Distribution runs through seven physical offices plus a new eighth market (Durham N Roxboro) and Zebulon, with online booking via Edgebooking (Ortho2) and phone scheduling. The practice operates with a back-office DSO affiliation with Lightwave Dental for HR/recruiting infrastructure and is HIPAA-compliant for protected health information.

Revenue figures are not disclosed publicly; however, the footprint (9 offices, 7 named orthodontists), elite Invisalign provider status, and diversified revenue mix (treatment + subscription + add-ons + ancillary products) place the practice in the $25M-$50M annual revenue range with strong growth momentum driven by ongoing geographic expansion, new program launches (GO Simple, Retainer Subscription), and sustained market leadership in regional Invisalign case volume.

Name

Gladwell Orthodontics

Legal name

Gladwell Orthodontics

Website

https://gladwellorthodontics.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Gladwell Orthodontics is a multi-location orthodontic practice operating nine offices across North Carolina's Raleigh-Durham Triangle, delivering Invisalign, traditional braces, and accelerated orthodontics to children, teens, and adults, and recognized as the #1 Invisalign provider in the state.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Clear Aligner Orthodontics (HLABABAD)

akta.pro secondary industries

Comprehensive Orthodontic Clinics (HLABABAA), Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC)

Keywords

• Orthodontic services
• Clear aligner treatment
• Traditional braces
• Pediatric orthodontics
• Teeth whitening

Headquarters

HQ city

Wake Forest

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: Revenue generated from orthodontic treatment services including braces, ceramic braces, traditional metal braces, and clear aligner systems. Fees vary by complexity of case, treatment type, and duration. The practice accepts major credit cards, flexible payment plans, and most major insurance plans.
2. Retainer Subscription Program: Monthly subscription program ($1/day, ~$30/month) providing two replacement retainers per year, with optional add-on services. Generates predictable recurring revenue from post-treatment patients.
3. Optional Treatment Add-ons: Additional fee-for-service items including optional in-office checkups ($198), aligner replacement ($150 per stage), refinement scans ($398), Vivera retainers ($800 for 4 sets or $198 single).
4. GLO Teeth Whitening: In-office and at-home professional teeth whitening services using GLO Science technology, ordered via phone or Square online store.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Gladwell Orthodontics is a multi-location orthodontic practice that provides comprehensive teeth-straightening treatments—including Invisalign clear aligners, traditional metal and ceramic braces, Damon self-ligating braces, and pediatric Phase I/II orthodontics—to children, teens, and adults across the Raleigh-Durham Triangle area of North Carolina. The practice complements core orthodontic services with accelerated treatment technologies (Propel, Acceledent, VPRO5), GLO Science professional teeth whitening, and a $1/day retainer subscription program for post-treatment maintenance.

Product overview

Gladwell Orthodontics is a multi-location orthodontic practice serving the Raleigh-Durham Triangle area since 2007. The core offering centers on orthodontic treatments including Invisalign clear aligners and traditional/ceramic braces, with specialized programs like GO Simple for simplified minor tooth movement. The practice complements its orthodontic services with GLO teeth whitening, an accelerated orthodontics program using Propel and Acceledent technology, and pediatric care including Phase I early intervention treatments. Additional offerings include a $1/day retainer subscription program for post-treatment maintenance, a Smile Rewards loyalty program, and the Charity Cafe community initiative. With nine locations across Wake Forest, North Raleigh, Downtown Raleigh, Rolesville, Southpoint Mall, Durham, and Zebulon, the practice positions itself as a comprehensive orthodontic care provider serving children, teens, and adults.

Differentiator

Problem solved

Functional benefit

Brands

• Charity Cafe: An in-office Starbucks cafe where all proceeds are donated to local charities. The practice partners with a different local charity each quarter.
• Smile Rewards
• GO Simple
• $1/day Retainer Subscription Program
• GLO Teeth Whitening

Products and services

• Invisalign Clear Aligner Treatment Series of custom-made, nearly invisible clear aligners that gradually move teeth into alignment using advanced 3D computer imaging for treatment planning. Available to teens and adults seeking aesthetic orthodontic correction; cases typically complete in 12-18 months.
• Traditional and Ceramic Braces Metal and ceramic bracket orthodontic systems for comprehensive teeth alignment, including Damon self-ligating braces for faster, more comfortable tooth movement and clear brackets for discreet treatment. For children, teens, and adults; treatment typically 12-24 months.
• GO Simple Streamlined Invisalign Program Lower-maintenance, lower-cost Invisalign variant for patients seeking quick, minor tooth movement without the time or appointments required for traditional orthodontic care. Treatment takes 6-12 months with weekly aligner changes, no attachments or IPR needed, and remote email-based support.
• Pediatric Orthodontics Comprehensive orthodontic care for children aged 7 and older, including Phase I and Phase II treatment, expanders, space maintainers, habit correctors, growth guidance appliances, and Invisalign First clear aligners. Addresses developmental issues such as crowding, crossbites, open bites, overbites, narrow jaw/palate, and thumb-sucking effects.
• Phase I Early Intervention Treatment Early orthodontic treatment typically beginning around age 8-9 that targets specific teeth to guide them into proper position during critical growth phases. Includes partial braces and interceptive appliances such as expanders and growth guidance devices for children with developing dental issues.
• Teen Orthodontics Orthodontic treatment specifically designed for teenagers with options including Invisalign Teen (with digital compliance tracking) and Damon self-ligating braces suitable for active lifestyles, sports participation, and social activities. Treatment typically 12-24 months.
• Adult Orthodontics Orthodontic treatment for adults offering discreet options including clear Invisalign aligners, Damon self-ligating braces, and ceramic brackets for shifting teeth, previous-treatment relapse, bite correction, and professional aesthetics. Treatment ranges 12-24 months depending on complexity.
• Accelerated Orthodontics (Propel and Acceledent) Propel and Acceledent treatment add-ons that stimulate bone remodeling to speed up tooth movement during orthodontic treatment. Propel stimulates the bone surrounding teeth for quicker movement; Acceledent uses gentle vibrations for 20 minutes daily. Available to patients undergoing braces or Invisalign treatment.
• GLO Science Professional Teeth Whitening Professional teeth whitening service using GLO Science technology, offered as in-office treatments completed in under one hour or as at-home kits. Uses a patented combination of warming heat and light to accelerate the whitening process with minimal sensitivity. Ordered via phone or through the practice's Square online store.
• $1/Day Retainer Subscription Program Subscription program priced at $1/day (~$30/month) that provides two replacement retainers per year to maintain post-treatment alignment. Includes a $99 rescan fee only if significant tooth shifting occurs. Open to both Gladwell Orthodontics patients and patients who received orthodontic treatment elsewhere.

Quantifiable outcome

• Most GO Simple cases complete treatment in 6-12 months
• +3 more outcomes

Named customers2 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

Integration4 records

AI capability2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Lightwave DentalcoreOthersLightwave Dental is the parent DSO (Dental Support Organization) affiliation for Gladwell Orthodontics. The practice recruits through the Lightwave Dental careers portal. This is an administrative/management affiliation rather than a clinical partnership.
• Make-A-Wish Eastern North CarolinaminorStrategic or Co-development PartnerCurrent Charity Cafe partner (Q2 2026). Gladwell Orthodontics donates all proceeds from its in-office Starbucks-style Charity Cafe to Make-A-Wish Eastern North Carolina, which grants life-changing wishes for children with critical illnesses across a 49-county territory in eastern North Carolina. The partnership has been active and rotates quarterly with different local charities.
• Align TechnologycoreTechnology or IntegrationAlign Technology is the manufacturer of the Invisalign clear aligner system. Gladwell Orthodontics is a Super Elite / Diamond Plus provider (top 1% nationally) and Dr. Maura Partrick was the only orthodontist in North America trained as a designer at Align Technology, providing deep clinical and product expertise alignment.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Rock Dental Brands: Multi-specialty DSO operating orthodontic practices alongside general and pediatric dentistry across multiple US states. Comparable as a DSO-affiliated orthodontic group practice with multi-doctor clinical teams.
• Smile Doctors: Correction — Smile Doctors' actual website is https://smiledoctors.com. Largest US orthodontic-focused DSO operating multi-location orthodontic practices nationwide with similar Invisalign-heavy offerings, multi-doctor group model, and DSO back-office structure. Most directly comparable operator at scale.

Broad incumbents

• Lightwave Dental: Gladwell's affiliated Dental Support Organization providing HR, recruiting, and operational support. Comparable as the management infrastructure parent for a multi-location orthodontic practice.
• Align Technology: Manufacturer of the Invisalign clear aligner system and iTero scanners. Not a direct competitor but a critical partner — Gladwell's product line, marketing claims (#1 NC / #2 national), and proprietary GO Simple program are built on Align's product.
• Imagen Dental Partners: DSO supporting dental and orthodontic specialty practices with administrative and operational services. Comparable as another DSO platform that orthodontists affiliate with for scale economies similar to Gladwell's Lightwave relationship.
• Heartland Dental: Largest US dental support organization, supporting primarily general dentistry but with growing orthodontic service lines. Comparable as a DSO model that multi-location practices like Gladwell can grow into or compete against for clinical talent.

Regional players

• Lane & Associates Family Dentistry: Large multi-location dental group practice headquartered in the Raleigh-Durham Triangle area offering general dentistry and orthodontic services. Comparable as a regional competitor competing for the same Triangle-area patients.
• Riccobene Associates Family Dentistry: Multi-location dental group with strong Triangle-area / North Carolina presence offering general dentistry with orthodontic services. Comparable as a regional North Carolina competitor with similar multi-location and multi-specialty positioning.

Emerging players

• Byte (Dentsply Sirona): Direct-to-consumer clear aligner brand acquired by Dentsply Sirona. Comparable as a lower-cost DTC channel competing for the same adult mild-to-moderate orthodontic cases that Gladwell addresses with GO Simple.
• Candid Health (Candid Co.): DTC clear aligner brand offering at-home orthodontics with remote monitoring. Comparable as an alternative channel for orthodontic outcomes that competes for the adult patient segment Gladwell targets with Invisalign and GO Simple.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@GladwellOrthodontics
• Facebookfacebook.com/gladwellorthodontics
• Instagraminstagram.com/gladwellorthodontics
• TikToktiktok.com/@gladwellorthodontics
• Xx.com/Gladwell_Ortho

Compliance1 record

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 Gladwell Orthodontics