Total Orthodontics

What Total Orthodontics does

Total Orthodontics is a UK specialist orthodontic provider operating 25+ dedicated practices across England and Northern Ireland. Founded in 2000 and headquartered in Horsham, the company operates as a trading name of Oasis Dental Care Limited within the Bupa Dental Care network. It delivers teeth straightening services exclusively — fixed metal braces, ceramic braces, lingual braces, Invisalign and Invisalign Teen, and Twin Block functional appliances — alongside supporting diagnostic (iTero intraoral scanning, 3D smile simulation), surgical (orthognathic/jaw alignment), and aftercare (retainers, teeth whitening) services. All treatment is delivered by specialist orthodontists with three years of additional post-dental-degree training.

The business runs a multi-channel go-to-market combining direct-to-consumer acquisition (website booking, free consultations, social media on Facebook/Instagram/YouTube, SEO, and educational blog content) with B2B referral intake from general dentists (NHS portal for under-18s, private referral forms for complex cases). Revenue is generated primarily through fee-for-service private treatment, supplemented by NHS-funded care for IOTN-qualifying under-18s and a fixed-price Orthodontic Essentials package (£3,190) for private-pay under-18s. Case pricing ranges from approximately £1,600 for single-arch metal braces on under-18s to £5,500 for Invisalign Comprehensive, with treatment cycles running 3-24 months.

Patient financing is delivered through a partnership with Novuna Personal Finance (Mitsubishi HC Capital UK PLC), offering 0% APR for 3-36 months or 7.9% APR for 48-60 months on loans from £250 to £50,000, materially lowering the upfront cost barrier. As of January 2024, the company reports having created over 300,000 straighter smiles since inception, supported by a one-year treatment guarantee and a clinical leadership team led by Clinical Director Sarah Ramage.

Name

Total Orthodontics

Legal name

Oasis Dental Care Limited

Website

https://totalorthodontics.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Total Orthodontics is a UK specialist orthodontic provider operating 25+ dedicated practices across England and Northern Ireland, offering fixed braces, Invisalign, and lingual braces to private adults, under-18s (private and NHS), and referred complex cases, as a trading name of Bupa-owned Oasis Dental Care Limited.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210), Offices of Dentists (6212), 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

Orthodontic Group Practices (HLABAKAC), Adult Orthodontics (HLABABAC), Pediatric Orthodontics (HLABABAB)

Keywords

• Orthodontic treatment
• Teeth straightening
• Clear aligners
• Fixed braces
• Specialist orthodontics

Headquarters

HQ city

Horsham

HQ country

United Kingdom

HQ region

Europe

Offices27 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. Private Orthodontic Treatment: Fee-for-service orthodontic treatments including fixed braces, ceramic braces, lingual braces, and Invisalign aligners for adults and private-pay patients.
2. NHS Orthodontic Treatment: Free NHS orthodontic care provided to eligible under-18s referred by general dentists. Government-funded treatment at participating practices.
3. Patient Finance: Partnership with Novuna Personal Finance to provide 0% APR financing up to 36 months or 7.9% APR over 48-60 months for treatment costs between £250 and £50,000.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Total Orthodontics provides specialist orthodontic treatment for adults and under-18s across more than 25 UK practices, offering a full portfolio of teeth straightening solutions including fixed metal braces, ceramic braces, lingual braces, Invisalign clear aligners, Invisalign Teen, Twin Block functional appliances, and the Orthodontic Essentials fixed-price package. Services are delivered exclusively by specialist orthodontists with three additional years of training beyond standard dental qualification, supported by iTero digital intraoral scanning, 3D smile simulation, NHS pathways for eligible under-18s, jaw surgery, retainers, teeth whitening, and patient finance via Novuna Personal Finance.

Product overview

Total Orthodontics operates as a specialist orthodontic service provider offering a comprehensive portfolio of teeth straightening treatments across 25+ practices in the UK. The core product portfolio centres on orthodontic braces and aligner systems, comprising fixed braces (metal, ceramic, lingual), removable clear aligners (Invisalign, Invisalign Teen), and functional appliances (Twin Block). Supporting services include diagnostic imaging (iTero intraoral scanners), jaw surgery, aftercare (retainers, teeth whitening), and flexible payment options. The company also provides NHS orthodontic care for qualifying under-18s and a fixed-price Orthodontic Essentials package. All treatments are delivered by specialist orthodontists with free consultations offered across all practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Invisalign Treatment Clear, removable aligners that gradually straighten teeth without wires or brackets, using a series of custom-made transparent aligners that patients can remove for eating or brushing. Targeted at adults and older teens seeking discreet teeth straightening.
• Fixed Metal Braces Traditional fixed braces consisting of wires attached to metal brackets bonded to the outer surface of teeth. Available privately and through NHS care for qualifying under-18s.
• Ceramic Fixed Braces Discreet fixed braces using tooth-coloured or clear brackets attached to the outer surface of teeth, linked by metal or tooth-coloured wires, for adults and teenagers seeking less visible treatment.
• Lingual Braces Hidden braces fixed to the inner surface of teeth, delivering the same results as traditional braces but with complete invisibility from the outside.
• Invisalign Teen Removable clear aligners specifically designed for teenagers, featuring accommodations for erupting teeth and compliance indicators, providing a discreet alternative to fixed braces for younger patients.
• Orthodontic Essentials Fixed metal brace package available to patients aged 18 and under for a fixed price of £3,190, designed for those who do not qualify for NHS treatment or wish to avoid waiting lists.
• Twin Block Braces Functional appliances designed to correct protruding teeth by posturing the lower jaw forwards, comprising two removable upper and lower braces that fit together, typically worn by children and teenagers.
• Jaw Surgery (Orthognathic Surgery) Corrective jaw surgery performed in hospital under general anaesthetic, used alongside fixed braces for severe cases to address long-standing jaw issues or facial injuries affecting bite and jaw function.
• Retainers Post-treatment devices provided after braces are removed to maintain teeth positions, available as removable or fixed retainers to prevent teeth from reverting to original positions.
• Teeth Whitening At-home whitening kits offered as a finishing touch following braces treatment to enhance smile aesthetics.
• Orthodontic Finance (Novuna Personal Finance) Patient finance options through Novuna Personal Finance enabling spread of treatment costs, with 0% APR for 3-36 months and 7.9% APR for 48-60 months repayment terms on loans from £250 to £50,000.
• NHS Orthodontic Care Free orthodontic treatment for under-18s who qualify based on the Index of Orthodontic Treatment Need (IOTN) assessment, requiring referral from a general dentist.

Quantifiable outcome

• Over 300,000 straighter smiles created since 2000
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Together Dental: UK dental group providing NHS and private dentistry including orthodontic treatments across multiple practices. Comparable in service mix and UK regional operating model.
• Portman Dental Care: One of the largest UK dental groups with a strong private and specialist orthodontic offering across 200+ practices. Directly comparable as a multi-site UK dental and orthodontic provider competing for the same private and specialist case mix.
• Dentex Health: UK dental group with a mix of specialist and general practices, including orthodontic offerings. Comparable as a UK-focused dental roll-up with private and NHS exposure and a similar multi-site operating model.
• Riverdale Healthcare: PE-backed UK dental group operating 60+ practices across England. Comparable multi-site UK dental operator with NHS and private exposure and active expansion via acquisition.

Broad incumbents

• Bupa Dental Care: Same parent company (Bupa) and legal sibling brand under Oasis Dental Care Limited, operating the broader general dental network. Highly comparable as a UK multi-site dental provider under shared corporate ownership, though Total Orthodontics is the specialist-only orthodontic arm.
• mydentist: Largest UK dental chain with 500+ practices offering NHS and private dentistry, including orthodontics. Comparable in scale and UK footprint, though mydentist is general-dentistry-led rather than specialist-only.

Emerging players

• Align Technology (Invisalign): Manufacturer of Invisalign clear aligners and iTero scanners — both core to Total Orthodontics' product portfolio. Align Technology is both a key supplier and a competitive threat via its own Invisalign provider network and DTC pilots.
• Ascent Dental Care: Mid-sized UK dental group offering general dentistry and orthodontic treatments including Invisalign. Comparable in offering, though smaller in scale and not specialist-only.
• ClearCorrect (Straumann Group): Direct-to-dentist clear aligner brand owned by Straumann, competing with Invisalign for the same UK orthodontic case volume. Comparable as an aligner supplier and indirect competitive threat to Total Orthodontics' aligner-led cases.

Regional players

• Smile Together: South West England-focused dental and orthodontic provider with NHS contracts. Comparable service mix including NHS orthodontics, though geographically narrower than Total Orthodontics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/TotalOrthodontics
• Facebookfacebook.com/totalorthodontics.uk
• Instagraminstagram.com/total_ortho/?hl=en
• Xx.com/Total_Ortho

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 Total Orthodontics