What Rogers & Andrews Orthodontics does

Rogers & Andrews Orthodontics is a privately-held orthodontic practice founded in 1973 and headquartered in Augusta, Georgia, operating two clinical locations in Augusta (3545 Wheeler Road) and Grovetown (785 Gateway Center Blvd.) that serve the broader Central Savannah River Area (CSRA). The practice is led by a single board-certified orthodontist, Dr. Lee Andrews — an Invisalign Sapphire Provider (top 1% nationwide) — alongside an approximately 17-person clinical and administrative team including an office manager, two treatment coordinators, a financial coordinator, an insurance coordinator, two scheduling coordinators, a clinical supervisor, six-plus certified orthodontic assistants, a lab technician, and a digital treatment coordinator. Services span the full orthodontic lifecycle across children, teenagers, and adults, anchored by two primary treatment modalities — Damon Ultima self-ligating braces and Invisalign clear aligners — supplemented by early interceptive treatment (Phase 1/Phase 2), palatal expanders, surgical orthodontics, dentofacial orthopedics, and both Vivera and fixed-bonded retainers.

The practice is built around a modern clinical technology stack rather than a software product. Diagnostic and treatment-planning tools include the iTero Element 5D intraoral scanner (replacing traditional putty impressions), CBCT cone-beam imaging for 3D visualization of teeth and underlying structures, and digital X-rays using approximately one-eighth the radiation exposure of conventional radiography. An in-house Form 3B+ 3D printer fabricates custom retainers on-site, removing external lab dependency. Patient intake is digitized through the FormLynx forms platform accessible via the practice website. The HIPAA-compliant practice maintains privacy and security of protected health information in line with federal and state requirements.

Commercially, Rogers & Andrews operates as a direct-to-consumer healthcare service: patients (or parents) initiate via complimentary consultations scheduled online or by phone, pay quote-based treatment fees for braces or aligners, and finance through 0% interest in-house plans (no credit checks), LendingClub outside financing, FSA/HSA funds, or insurance — with Delta Dental and United Concordia contracted as in-network providers and TRICARE also accepted, and claims filed on the patient's behalf. The firm augments its clinical offering with patient-engagement programs that double as long-term funnel assets, including the RAO Kids Club (complimentary observation and check-ups for children not yet ready for treatment), seasonal contests, and an annual $1,000 scholarship for two graduating high-seniors who are current or former patients. The business carries no app, no API, no third-party integrations beyond insurance and the financing and digital-forms vendors listed, and no disclosed revenue, funding, or M&A history.

Name

Rogers & Andrews Orthodontics

Legal name

Rodgers and Andrews Orthodontics

Website

https://smilesinmotion.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Rogers & Andrews Orthodontics is a privately-held, two-location orthodontic practice in Augusta and Grovetown, Georgia, providing braces, Invisalign, and related orthodontic services for children, teenagers, and adults across the CSRA region under board-certified orthodontist Dr. Lee Andrews.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (62121)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC), Early Interceptive Orthodontics (Phase I) (HLABABAF), Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE), Interceptive/Phase I Pediatric Orthodontics (HLABAGAG), Orthodontic Group Practices (HLABAKAC)

Keywords

• Orthodontic treatment services
• Invisalign clear aligners
• Damon self-ligating braces
• Early interceptive orthodontics
• Orthodontic retainers

Headquarters

HQ city

Augusta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: Professional orthodontic services including braces (Damon Ultima) and Invisalign clear aligners for children, teens, and adults. Revenue generated through treatment fees with flexible payment plans including 0% interest in-house financing, outside financing through LendingClub, FSA/HSA payments, and insurance claim processing.
2. Insurance Reimbursements: The practice accepts most major insurance providers including Delta Dental (in-network) and United Concordia. They file claims on behalf of patients and help maximize insurance benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Rogers & Andrews Orthodontics is a single-specialty orthodontic practice that provides professional orthodontic treatment services for children, teenagers, and adults. Its core offerings are Damon Ultima self-ligating braces and Invisalign clear aligners, supplemented by early interceptive treatment, palatal expanders, surgical orthodontics, dentofacial orthopedics, and retainers. The practice delivers these services through two physical clinics in Augusta and Grovetown, GA, supported by digital diagnostics and an in-house 3D printing lab.

Product overview

Rogers & Andrews Orthodontics is a single-practice orthodontic provider offering a unified suite of orthodontic treatment services centered around two primary modalities: Damon Ultima self-ligating braces and Invisalign clear aligners, each available across all patient age groups (kids, teens, and adults). The practice operates a platform-plus-ancillary model where the core braces and aligner products are supplemented by specialized treatment programs (early interceptive/two-phase treatment, surgical orthodontics, dentofacial orthopedics), adjunctive appliances (palatal expanders, retainers including Vivera and fixed bonded options), diagnostic technologies (iTero Element 5D digital scanner, CBCT imaging, digital X-rays, in-house Form 3B+ 3D printer for retainer fabrication), and patient engagement programs (RAO Kids Club, scholarship program). Financing services and the Touch-Up and Stickables add-ons extend the core treatment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Damon Ultima Self-Ligating Braces Self-ligating orthodontic braces using a passive slide mechanism where brackets clip into the archwire without elastic ties, reducing friction and tightening appointments while allowing teeth to move independently. Offered for children, teens, and adults.
• Invisalign Clear Aligners Custom-fitted, virtually invisible clear aligner trays made from SmartTrack material that gradually move teeth into alignment, available as Invisalign First for kids, Invisalign Teen for adolescents, and Invisalign for adults.
• Early Interceptive Orthodontic Treatment Two-phase orthodontic treatment for children ages 7-10 that combines Phase 1 appliances (such as palatal expanders) with Phase 2 full braces or Invisalign to guide jaw and tooth development.
• Surgical Orthodontics (Corrective Jaw Surgery) Orthognathic surgery performed by an oral and maxillofacial surgeon to reposition jaw bones, treat skeletal irregularities, and correct severe bite misalignments that cannot be resolved with braces or aligners alone.
• Dentofacial Orthopedics Orthodontic treatment focused on guiding the development of facial bones to achieve harmonious facial structure, often combined with braces or Invisalign for comprehensive results.
• Retainers (Vivera and Fixed/Bonded) Post-treatment retainers including custom-fitted Vivera clear retainers (at least 30% stronger and twice as durable as other leading clear retainer materials) and fixed bonded metal wires that permanently hold teeth in their corrected alignment.
• 0% Interest In-House Financing Interest-free in-house financing with customizable down payments and monthly payment plans, with no credit checks, designed to make orthodontic treatment affordable for families. Includes pay-in-full discount, family discount, and military discount.

Quantifiable outcome

• Board certification achieved by fewer than half of orthodontists nationwide
• +2 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

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Delta DentalcoreOthersIn-network insurance provider. The practice accepts Delta Dental insurance and files claims on behalf of patients to maximize their orthodontic benefits.
• United ConcordiacoreOthersIn-network insurance provider. The practice accepts United Concordia insurance and handles claims filing for patients.
• TRICAREcoreOthersMilitary health insurance program accepted at the practice. Mentioned as accepted insurance alongside other major providers.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Allied Dental: DSO platform partnering with orthodontic and dental specialty practices. Comparable as a consolidator/acquirer of orthodontic practices with similar treatment offerings and operating model.
• Smile Doctors: Largest orthodontic-focused DSO in the U.S., operating hundreds of affiliated practices offering braces and Invisalign. Directly comparable as an orthodontic care provider with similar treatment modalities (Damon and Invisalign), patient mix, and revenue model.
• Great Expressions Dental Centers: Multi-location DSO offering general dentistry alongside orthodontic services (braces and clear aligners). Comparable in operating multi-site practices delivering orthodontic treatment, accepting insurance, and serving suburban family demographics.
• Specialty Dental Brands: DSO platform focused on orthodontic and pediatric dental specialty practices. Comparable as a specialty-only multi-site orthodontic operator with similar treatment offerings and patient acquisition dynamics.

Broad incumbents

• Heartland Dental: Largest U.S. dental support organization supporting thousands of doctor-owned practices. Overlapping in multi-location clinical operations, insurance contracting, and technology-enabled workflows, though Heartland is general-dentistry-led rather than orthodontic-specialized.
• Aspen Dental: Large DSO with hundreds of branded offices offering general dentistry and clear-aligner therapy. Comparable in multi-site delivery of dental/orthodontic services and patient-financing infrastructure, but broader scope than a pure orthodontic specialty practice.
• Pacific Dental Services (PDS Health): National DSO supporting hundreds of dental practices, including orthodontic offerings. Comparable in scaled clinical operations, insurance billing capabilities, and technology adoption, though predominantly general-dentistry-oriented.
• Western Dental & Orthodontics: Multi-state DSO offering general dentistry plus in-house orthodontic services (braces and clear aligners). Comparable as a multi-site provider of orthodontic treatment to family and pediatric demographics with in-network insurance participation.

Others

• Align Technology (Invisalign): Manufacturer of the Invisalign clear aligner system and iTero intraoral scanners. Comparable as a key technology and product supplier to Rogers & Andrews, whose Sapphire/Blue Diamond provider status (top 1% nationally) directly reflects Align's case-volume tiers.
• Ormco (Envista Holdings): Manufacturer of the Damon self-ligating braces system used by the practice. Comparable as the supplier of the practice's primary fixed-appliance platform and an enabling partner in clinical workflow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rogersandrewsortho
• Instagraminstagram.com/rogersandrewsorthodontics
• Xx.com/rogersandrews

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Rogers & Andrews Orthodontics