ForwardDental
ForwardDental, operating as Wisconsin Dental Group, S.C., runs 30 dental practice locations across Wisconsin's Green Bay, Milwaukee, and Madison metros, employing 66 dentists to deliver general, preventive, cosmetic, orthodontic, surgical, and pediatric dental care to individual patients and families on a fee-for-service and insurance-billed basis.
- Company typePrivate
- Founded1989
- HeadquartersMilwaukee, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What ForwardDental does
ForwardDental, legally organized as Wisconsin Dental Group, S.C., is a multi-site dental services provider operating 30 practice locations concentrated in Wisconsin's three largest metropolitan areas — Green Bay, Milwaukee, and Madison. Founded in 1989 and privately held, the group employs 251-500 staff and includes 66 dentists delivering a full continuum of general and specialty dental care. The service menu spans preventive hygiene, general dentistry, Invisalign orthodontics, oral surgery, endodontics, cosmetic dentistry, crowns, bridges, dentures, teeth whitening, and pediatric dentistry, meaning most routine and mid-complexity procedures are captured in-house rather than referred out.
The business model is direct-to-consumer and fee-for-service. Patients can book appointments through individual location-level websites tied to each of the 30 offices, and the practice participates in most major dental insurance networks while also offering a discount program for uninsured patients, broadening the addressable patient base. There is no disclosed technology platform, AI/ML capability, payer-side partnership, or digital product line beyond the per-location booking sites, and no funding, M&A, or leadership-change data is available in the input. The company should be understood as a mature, regional, multi-specialty dental group whose competitive position rests on physical distribution density and insurance-network participation rather than on technology differentiation.
ForwardDental firmographics
Firmographics- Name
- ForwardDental
- Legal name
- Wisconsin Dental Group, S.C.
- Website
- https://forwarddental.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- ForwardDental, operating as Wisconsin Dental Group, S.C., runs 30 dental practice locations across Wisconsin's Green Bay, Milwaukee, and Madison metros, employing 66 dentists to deliver general, preventive, cosmetic, orthodontic, surgical, and pediatric dental care to individual patients and families on a fee-for-service and insurance-billed basis.
- Ownership category
- akta.pro rank
ForwardDental industry classification
Industry- Product category
- General Dentistry Services
- NAICS
- Offices of Dentists (6212)
- akta.pro primary industry
- General Dentistry Group Practices (HLABAKAB)
Keywords
Where ForwardDental is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices26 records
Markets served
ForwardDental business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Dental Care Services: Revenue generated from comprehensive dental services including preventive care, general dentistry, specialty procedures, and pediatric care. Accepts dental insurance and offers uninsured discount program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Insurance-based dental care |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
ForwardDental product offering
Product offeringCore offering
ForwardDental operates 30 neighborhood dental practice locations across Wisconsin's Green Bay, Milwaukee, and Madison regions, staffed by 66 doctors who provide comprehensive full-service dental care for the entire family. Offerings span preventive care, hygiene/cleanings, general dentistry, Invisalign, oral surgery, endodontics/root canals, cosmetic dentistry/veneers, crowns, bridges, partial and complete dentures, teeth whitening, and pediatric dentistry. The practices accept most dental insurance plans and offer a discount program for uninsured patients, with each office having its own website for online appointment booking.
Product overview
ForwardDental is a full-service dental care provider operating as a unified platform across 30 convenient locations in Wisconsin, serving the Green Bay, Milwaukee, and Madison regions with 66 doctors. The company offers a comprehensive suite of dental services including preventive care, hygiene/cleanings, general dentistry, Invisalign braces, oral surgery, endodontics/root canals, cosmetic dentistry/veneers, crowns, bridges, partial dentures, complete dentures, teeth whitening/bleaching, and pediatric/children's dentistry. The organization accepts most dental insurance plans and offers a discount program for uninsured patients.
Differentiator
Problem solved
Functional benefit
Products and services
- ForwardDental Full-Service Family Dental Care Full-service dental care providing comprehensive quality care for the entire family across 30 convenient locations in Wisconsin, served by 66 doctors. Intended for families and individuals needing routine and specialty dental services.
- Preventive Care and Hygiene/Cleanings
- General Dentistry and Restorative Services General dental treatments including fillings, crowns, bridges, partial and complete dentures, and other restorative procedures for patients needing repair or replacement of teeth.
- Orthodontics — Invisalign Braces Invisalign clear-aligner orthodontic treatment for patients seeking teeth straightening as an alternative to traditional braces.
- Oral Surgery Oral surgery procedures including extractions and other surgical dental treatments for patients requiring surgical intervention.
- Endodontics / Root Canals Endodontic treatment including root canal therapy for patients with infected or damaged tooth pulp.
- Cosmetic Dentistry and Veneers Cosmetic dental services including veneers to improve the appearance of patients' teeth.
- Teeth Whitening / Bleaching Professional teeth whitening and bleaching treatments for patients seeking to brighten their smile.
- Pediatric / Children's Dentistry Dental care tailored for children, delivered as part of ForwardDental's full-family service offering across its Wisconsin locations.
- Uninsured Patient Discount Program A discount pricing program that reduces the cost of dental services for patients without dental insurance, available across ForwardDental's Wisconsin locations.
Companies that use ForwardDental
Customer profileSegments1 record
Ideal customer profiles1 record
ForwardDental technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ForwardDental partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights4 records
ForwardDental competitors and assessment
Company assessmentDirect peers
- Heartland Dental: The largest U.S. dental support organization, supporting thousands of doctor-owned offices across general and specialty dentistry — directly comparable to ForwardDental as a multi-location DSO with a comprehensive service mix.
- Aspen Dental Management: Operates a large nationwide network of branded dental offices offering general, restorative, and specialty services. Closely comparable to ForwardDental in multi-location DSO model and full-service family dentistry positioning.
- Pacific Dental Services: Supports hundreds of dental practices across the U.S. with general and specialty services including oral surgery, endodontics, and orthodontics — directly comparable in DSO model and breadth of clinical offering.
- Great Expressions Dental Centers: Multi-location DSO providing general, specialty, and orthodontic care across multiple U.S. states, with similar D2C patient acquisition and broad insurance acceptance.
- Smile Brands: Supports a large network of affiliated dental practices offering general, specialty, and orthodontic care under brands like Bright Now! Dental — a clear DSO peer with similar full-service positioning.
- Dental Care Alliance: DSO supporting hundreds of dental practices across multiple U.S. states with general and specialty services, similar in scale and integrated care delivery to ForwardDental.
- North American Dental Group: DSO affiliated with hundreds of dental practices across the eastern and midwestern U.S., offering general and specialty care with insurance-driven patient mix comparable to ForwardDental.
- Affordable Dentures & Implants: Nation's largest network of dental practices focused on dentures, extractions, and implants, with a high-volume DSO model — comparable to ForwardDental's specialty service mix and D2C positioning.
- Marquee Dental Partners: Southeast-focused DSO supporting general and specialty dental practices; comparable regional DSO model and full-service family dentistry offering.
- Western Dental & Orthodontics: Large DSO with a multi-state footprint offering general dentistry, orthodontics, and specialty care, with strong insurance and Medicaid acceptance — comparable in operating model even though geographically distinct.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
ForwardDental social profiles
Digital presenceForwardDental financial estimates
Financial estimateRevenue estimate
Valuation estimate
ForwardDental leadership team
Management profileNumber of profiles
ForwardDental funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ForwardDental 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 ForwardDental
What does ForwardDental do?
ForwardDental operates 30 neighborhood dental practice locations across Wisconsin's Green Bay, Milwaukee, and Madison regions, staffed by 66 doctors who provide comprehensive full-service dental care for the entire family. Offerings span preventive care, hygiene/cleanings, general dentistry, Invisalign, oral surgery, endodontics/root canals, cosmetic dentistry/veneers, crowns, bridges, partial and complete dentures, teeth whitening, and pediatric dentistry. The practices accept most dental insurance plans and offer a discount program for uninsured patients, with each office having its own website for online appointment booking.
Is ForwardDental a public or private company?
ForwardDental is a private company. It is classified as unknown and is currently operating.
When was ForwardDental founded?
ForwardDental was founded in 1989. It employs 251 to 500 people.
Where is ForwardDental based?
ForwardDental is headquartered in Milwaukee, United States, in the North America region.
How does ForwardDental make money?
One revenue line is on record: dental Care Services.
Who are ForwardDental's main competitors?
Direct peers on record are Heartland Dental, Aspen Dental Management, Pacific Dental Services, Great Expressions Dental Centers, Smile Brands, Dental Care Alliance, North American Dental Group, Affordable Dentures & Implants, Marquee Dental Partners and Western Dental & Orthodontics.
Does ForwardDental have an API?
No public API is recorded for ForwardDental.
What industry is ForwardDental in?
ForwardDental's product category is General Dentistry Services. Its primary akta.pro industry code is HLABAKAB, General Dentistry Group Practices. Its NAICS code is 6212.