ProSmiles Orthodontics

What ProSmiles Orthodontics does

ProSmiles Orthodontics is a single-location orthodontic practice headquartered in Goodyear, Arizona, founded by Dr. Jesse McGuire around 2016 and operating under a direct-to-consumer go-to-market model. The practice serves children and adolescents as its primary demographic, alongside a secondary adult segment, across Goodyear, Litchfield Park, Tolleson, Surprise, Avondale, and Buckeye in the southwest Phoenix Valley. Treatment is delivered exclusively through the single Pebble Creek Parkway office.

The practice's product surface spans the full orthodontic stack: five traditional braces modalities (metal, gold, lingual, clear/ceramic, and colored), ClearCorrect clear aligner therapy as the lead aesthetic offering alongside other aligner brands (SLX, Smile Direct Club, Candid Co.), three retainer types (Hawley, Essix, and bonded permanent), palate expanders, and thumb-sucking appliances for interceptive pediatric treatment. Clinical technology is industry-standard; the only owned digital infrastructure is the Cloud9 Ortho patient portal, which provides online payments, appointment viewing, and ledger access. Marketing is content-led, with a Dr. McGuire-authored blog, Facebook presence, embedded educational video, and active patient-review solicitation across Google and Facebook.

ProSmiles generates revenue on a fee-for-service basis with case-level pricing determined during consultation. Revenue is diversified across three streams: (1) insurance reimbursement from a broad panel of 12+ accepted carriers including Metlife, Delta Dental, Cigna PPO, Guardian, BCBS Arizona PPO, and others; (2) third-party financing through CareCredit and Lending Club Patient Solutions; and (3) in-office payment plans, supplemented by the Dollar for Dollar down-payment matching discount (up to $1,000 off) and a 5% discount for full upfront payment. Patient acquisition runs through free in-office consultations conducted by Treatment and Financial Coordinators, with both child and adult new-patient forms available online to streamline intake.

Name

ProSmiles Orthodontics

Legal name

ProSmiles Orthodontics

Website

https://prosmilesortho.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

ProSmiles Orthodontics is a single-location orthodontic practice in Goodyear, Arizona, founded by Dr. Jesse McGuire, providing traditional braces, ClearCorrect clear aligners, retainers, palate expanders, and related appliances to children, teens, and adults in the southwest Phoenix Valley on a fee-for-service basis.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC), Interceptive/Phase I Pediatric Orthodontics (HLABAGAG)

Keywords

• Orthodontic treatment services
• Traditional braces installation
• Clear aligner therapy
• Orthodontic retainers
• Interceptive pediatric orthodontics

Headquarters

HQ city

Goodyear

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Orthodontic Treatment Services: ProSmiles generates revenue through fee-for-service orthodontic treatments including traditional braces, clear aligners, retainers, palate expanders, and related appliances. Treatment costs are determined case-by-case during consultation. The practice accepts insurance and offers financing options. They also offer a 5% discount for full payment at the start of treatment via cash, credit card, or check.
2. Financing and Payment Plans: ProSmiles offers in-office financing and accepts third-party financing through CareCredit and Lending Club Patient Solutions, providing flexible payment options for patients. This enables higher treatment acceptance rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

ProSmiles Orthodontics is a single-location orthodontic practice in Goodyear, Arizona, founded by Dr. Jesse McGuire. It provides orthodontic treatment services including traditional metal, gold, lingual, clear/ceramic, and colored braces, ClearCorrect clear aligner therapy, three types of retainers (Hawley, Essix, bonded), palate expanders, thumb sucking appliances, and jaw surgery referrals. Treatment is delivered in-office with a free consultation model and flexible financing through in-office plans, CareCredit, and Lending Club.

Product overview

ProSmiles Orthodontics is a single-location orthodontic practice in Goodyear, AZ led by Dr. Jesse McGuire, offering a comprehensive range of orthodontic treatments and appliances. The core treatment offerings include multiple types of traditional braces (metal, gold, lingual, clear/ceramic, and colored), ClearCorrect clear aligner therapy, and three types of retainers (Hawley, Essix clear plastic, and bonded permanent). The practice also provides specialized orthodontic appliances including palate expanders and thumb sucking appliances for interceptive and pediatric treatment. Patient-facing digital services include an online patient portal (powered by Cloud9 Ortho), downloadable new patient forms for both adults and children, and financial programs including in-office financing and the Dollar for Dollar matching discount program. The practice accepts a wide range of insurance providers including Metlife, Delta Dental, Cigna PPO, Guardian, Sunlife, BlueCross BlueShield of Arizona PPO, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Braces (Metal, Gold, Lingual, Clear/Ceramic, Colored) Orthodontic treatment using bracket-and-wire braces bonded to the front of teeth, with gradual tooth movement and bite alignment achieved through regular adjustments by Dr. McGuire. Five variants offered: metal, gold, lingual (inside surface), clear/ceramic, and colored brackets/bands. Most commonly recommended for children and teens who do not require patient self-compliance.
• ClearCorrect Clear Aligner Therapy Clear plastic removable aligner therapy using ClearCorrect (Straumann) as a cost-effective alternative to Invisalign. Designed for patients with high aesthetic concerns including adults, sales professionals, teachers, law enforcement, and socialites. Aligners are invisible and free of brackets and wires.
• Orthodontic Retainers (Hawley, Essix, Bonded) Three retainer types molded from patient impressions after orthodontic treatment: Hawley retainers (removable acrylic with wires, lasting over 5 years), Essix retainers (removable clear plastic, replaced every 18-24 months), and Bonded retainers (non-removable wire bonded to inside of lower front teeth).
• Palate Expanders Orthodontic appliances used to correct width discrepancies between upper and lower jaws, most commonly to address posterior crossbite or severe crowding by widening the upper jaw. Primarily used in younger children with growth potential but occasionally used in adults.
• Thumb Sucking Appliances Custom-made orthodontic appliances used as a first line of defense against persistent thumb or finger sucking habits in children to help break the habit.

Quantifiable outcome

• Over 500 patients served in under 3 years of operation
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

13 partnerships are on record, tiered minor and core.

• MetlifeminorOthersMetlife dental insurance is accepted at ProSmiles Orthodontics as an in-network or participating provider.
• Delta DentalminorOthersDelta Dental dental insurance is accepted at ProSmiles Orthodontics.
• Cigna PPOminorOthersCigna PPO dental insurance is accepted at ProSmiles Orthodontics.
• GuardianminorOthersGuardian dental insurance is accepted at ProSmiles Orthodontics.
• BlueCross BlueShield of Arizona PPOminorOthersBlueCross BlueShield of Arizona PPO dental insurance is accepted at ProSmiles Orthodontics.
• United ConcordiaminorOthersUnited Concordia dental insurance is accepted at ProSmiles Orthodontics.
• AmeritasminorOthersAmeritas dental insurance is accepted at ProSmiles Orthodontics.
• Sunlife (Cap Plan)minorOthersSunlife dental insurance (Cap Plan) is accepted at ProSmiles Orthodontics.
• EDS (Cap Plan)minorOthersEDS dental insurance (Cap Plan) is accepted at ProSmiles Orthodontics.
• TDA PPOminorOthersTDA PPO dental insurance is accepted at ProSmiles Orthodontics.
• Carington PPOminorOthersCarington PPO dental insurance is accepted at ProSmiles Orthodontics.
• PrincipleminorOthersPrinciple dental insurance is accepted at ProSmiles Orthodontics.
• ClearCorrect (Straumann)coreTechnology or IntegrationClearCorrect, now part of Straumann, is the primary clear aligner brand offered by ProSmiles. The practice positions ClearCorrect as an affordable alternative to Invisalign, offering comparable treatment features at significantly lower cost. ClearCorrect aligners are a proven product in the aligner market delivered by Dr. McGuire at ProSmiles.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Aspen Dental: National DSO operating hundreds of dental and orthodontic locations; comparable to ProSmiles as a competing provider of orthodontic services to mainstream consumer/insurance patients, but at vastly larger scale and multi-specialty scope.
• Heartland Dental: Largest US DSO supporting general and specialty dental practices including orthodontics; comparable as a competing service-delivery model for fee-for-service and insured orthodontic patients, though much broader in scope and geography.
• Align Technology (Invisalign): Manufacturer of Invisalign, the dominant clear aligner system that ProSmiles explicitly positions ClearCorrect against; comparable as the primary incumbent whose pricing and brand shape the addressable market for ProSmiles' aligner business.
• Pacific Dental Services: Large DSO supporting dental and orthodontic practices across multiple states; comparable as an alternative practice-operating model in the same Arizona/southwest market, competing for orthodontists, staff, and patients.

Direct peers

• Western Dental & Orthodontics: Multi-location dental and orthodontic provider with strong California and Arizona presence; directly comparable as a competitor offering traditional braces, clear aligners, and orthodontic services to similar patient demographics in the same region.
• Image Orthodontics: Multi-location orthodontic group practice offering braces and clear aligners with a similar DTC consultation-based patient acquisition model; directly comparable to ProSmiles as a peer specialty orthodontic provider targeting teens and adults.

Emerging players

• SmileDirectClub: DTC clear aligner brand competing directly for adult and teen orthodontic cases; ProSmiles itself references SmileDirectClub as a comparable option in its own product pages, making it a clear substitute provider especially for adult esthetic cases.
• Candid Co. DTC and hybrid clear-aligner brand offering remote orthodontic treatment; comparable to ProSmiles' ClearCorrect offering as an alternative path to clear aligner therapy, particularly for adult patients seeking convenience and lower cost.

Others

• Straumann Group (ClearCorrect parent): Parent company of ClearCorrect, ProSmiles' primary clear aligner partner; comparable as the supplier-side relationship that determines ProSmiles' aligner cost structure, product roadmap, and competitive positioning versus Invisalign.

Regional players

• Local Goodyear/Phoenix Valley orthodontic practices (e.g., Dunn Orthodontics, Gohel Orthodontics): Independent orthodontic practices operating in the Phoenix metro and Goodyear area offering traditional braces and clear aligners; directly comparable to ProSmiles as same-geography competitors vying for the same southwest Phoenix Valley patient base.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ProSmilesOrthodontics
• LinkedInlinkedin.com/company/prosmiles-orthodontics-pllc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ProSmiles Orthodontics