What First Choice Dental does

First Choice Dental is an independently-owned, multi-specialty dental group practice headquartered in Verona, Wisconsin, operating 15 clinic locations across Dane County and into Janesville. Founded in the late 1990s, the practice employs 51–100 staff including more than 37 dentists across general dentistry, endodontics, periodontics, orthodontics, and oral surgery. It serves the general consumer population of south-central Wisconsin — individuals, families, and pediatric patients — through both routine preventative care and higher-acuity services such as restorative work, implants, cosmetic dentistry, sedation dentistry, TMJ therapy, sleep apnea therapy, and emergency care.

The clinical technology stack is industry-standard rather than proprietary, anchored by digital imaging, the VELscope Vx fluorescence-based oral cancer screening system, and Waterlase laser dentistry. Patient-facing technology is more notable than clinical technology: the practice runs embedded online scheduling through Jarvis Analytics and LocalMed, supports online bill pay, and layers digital convenience features such as "MyChair Choices" comfort amenities, "Snap Appointments" on-time scheduling, and "Coverage Check" insurance optimization. The "Smart Choice Dental Discount Plan" is an in-house subscription product that functions as an alternative to traditional dental insurance.

The business model is fundamentally a fee-for-service dental practice with diversified payment rails. Revenue is generated from insurance reimbursements (Delta Dental, Cigna, MetLife accepted), direct out-of-pocket patient payments, and the recurring annual Smart Choice subscription. The go-to-market is direct-to-consumer: local SEO across 15 location pages, a content-heavy blog, community sponsorships (Heart Walk, Lily's Fund for Epilepsy Research, local sports teams), and word-of-mouth reinforced by seven consecutive years as a Nextdoor "Neighborhood Fave." Growth has been executed through de novo clinic openings (most recently East Madison in 2019 and Middleton relocation in 2023) alongside an active "Sell Your Practice" outreach for tuck-in acquisitions.

Name

First Choice Dental

Legal name

First Choice Dental

Website

https://firstchoicedental.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

First Choice Dental is an independently-owned, multi-specialty dental group operating 15 clinics across Dane County, Wisconsin, delivering general, restorative, orthodontic, cosmetic, and specialty dental services to consumer patients and families.

Ownership category

akta.pro rank

Product category

Dental Services

NAICS

Offices of Dentists (621210)

SIC

Services-Health Services (8000)

akta.pro primary industry

General Dentistry Group Practices (HLABAKAB)

akta.pro secondary industries

Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI), Dental Discount Plans (Dental Savings Plans) (HLAEAIAD), Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care) (HLABAAAJ)

Keywords

• General dentistry services
• Orthodontic treatments
• Cosmetic dental care
• Restorative dental procedures
• Multi-specialty dental clinics

Headquarters

HQ city

Verona

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Dental Care Services Revenue: First Choice Dental generates revenue through providing dental care services including general dentistry, restorative care, orthodontics, cosmetic dentistry, and specialty services. Revenue is collected through insurance reimbursements, out-of-pocket payments, and their in-house Smart Choice Dental Discount Plan.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

First Choice Dental operates a multi-location dental practice providing comprehensive dental care services across 15 clinic locations in Dane County, Wisconsin. The practice offers general dentistry, restorative care, orthodontics, cosmetic dentistry, oral surgery, TMJ therapy, sleep apnea treatment, sedation dentistry, and emergency care, supported by 37+ dentists including specialists. It also offers an in-house Smart Choice Dental Discount Plan as an alternative to traditional dental insurance.

Product overview

First Choice Dental is a multi-location dental practice serving Dane County, Wisconsin with 12-16 clinic locations. The company offers a comprehensive suite of dental services organized into core service lines (General Dentistry, Restorative Care, Orthodontics, Cosmetic Dentistry, and specialty services including Oral Surgery, TMJ Therapy, Sleep Apnea Therapy, Sedation Dentistry, and Emergency Care). Additional offerings include patient comfort programs (MyChair Choices), insurance optimization services (Coverage Check), on-time scheduling (Snap Appointments), and the Smart Choice Dental Discount Plan as an alternative to traditional insurance. The practice also offers advanced technologies including VELscope Vx for oral cancer screening and Waterlase laser dentistry.

Differentiator

Problem solved

Functional benefit

Products and services

• General Dentistry

Quantifiable outcome

• Free oral cancer screenings offered to all patients and non-patients
• +1 more outcomes

Named customers2 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

Integration2 records

Feature1 record

Partnerships

One partnership is on record.

• LocalMedcoreTechnology or IntegrationLocalMed provides the online appointment scheduling functionality embedded on First Choice Dental's website, enabling patients to book appointments online through their platform.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• ForwardDental: Wisconsin-based multi-location dental group practice serving the greater Milwaukee and Madison regions with general, restorative, and cosmetic dentistry under one brand — directly comparable to First Choice Dental's regional group-practice model and Dane County/Wisconsin footprint.
• Dental Associates: Wisconsin-based, family-owned multi-clinic dental group practice with general dentistry and in-house specialty services; closely comparable to First Choice as a regional independent group with broad service mix and deep local roots.

Broad incumbents

• Heartland Dental: Largest dental support organization (DSO) in the U.S., supporting thousands of dentists across general, cosmetic, and specialty practices; comparable in service offering to First Choice but operating nationally at far greater scale as a DSO infrastructure provider.
• Aspen Dental: Large multi-location dental practice chain offering general dentistry, dentures, implants, and orthodontics across a national network of owned clinics; comparable service mix and patient-acquisition playbook to First Choice Dental's group-practice model.
• Pacific Dental Services: Major DSO providing support services to hundreds of dental practices across the U.S.; operates in similar service categories (general, specialty, orthodontics) and represents the scale-DSO counterpoint to First Choice's independent model.
• Jefferson Dental & Orthodontics: Multi-location dental group practice offering general dentistry, orthodontics, and implants under a single brand; closely aligned with First Choice's combined general + specialty positioning, though operating in different geographies.

Regional players

• Midwest Dental (Sun River): Midwest-originated multi-location dental group (now owned by Sun River / private equity) offering general and specialty dentistry across Wisconsin and surrounding states; comparable footprint and service offering, though now operating under DSO ownership.
• Waukesha Family Dentistry / Local Dane County Dental Practices: Independent family dental practices in Wisconsin serving comparable suburban patient demographics with general, restorative, and cosmetic services — direct local competitors fighting for the same Dane County patient base.

Emerging players

• Modern Dental Group: US-acquired dental group practice brand operating multi-specialty clinics in suburban markets; comparable group-practice model with general and specialty integration similar to First Choice's offering.

Others

• Align Technology (Invisalign provider network): Manufacturer of Invisalign clear aligners and iTero scanners; relevant ecosystem peer since First Choice Dental offers Invisalign as a core orthodontic service within its group practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FirstChoiceDG

Revenue estimate

Valuation estimate

Number of profiles

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 First Choice Dental