Spirit Dental & Vision

What Spirit Dental & Vision does

Spirit Dental & Vision is a direct-to-consumer dental and vision insurance distribution brand headquartered in Bloomington, Minnesota, operating as a brand under Direct Benefits, an Alera Group Company. The company markets and enrolls members into plans underwritten by Ameritas Life Insurance Corp., serving individuals, families, seniors, students, self-employed individuals, and small businesses across 35 U.S. states through spiritdental.com and licensed-agent support via phone and live chat.

The product portfolio is anchored by three named PPO plan tiers — Preventive Plus PPO 1500 (starting at $16.09/month, $1,500 annual maximum, preventive focused), Preferred PPO 3500 ($31.90/month, $3,500 annual maximum with dental implant and hearing coverage), and Pinnacle PPO 5000 ($32.75/month, $5,000 annual maximum, highest-coverage plan with implants and child orthodontia) — all leveraging the Ameritas Dental Network for 25-50% in-network savings. Two product families structure the offering: Spirit PPO (in-network focused) and Spirit Flex (combining PPO benefits with UCR out-of-network reimbursement). A $7/month Spirit Vision add-on extends coverage through the EyeMed Vision Network. The platform supports next-day coverage effective dates, no waiting periods across all covered service categories, guaranteed acceptance without medical underwriting, and three preventive cleanings per year.

Revenue is generated through recurring monthly insurance premiums paid by members. Distribution, member services, and sales operations are handled by Direct Benefits, the Bloomington-based Alera Group subsidiary. Acquisition relies on multi-channel marketing — state-specific SEO landing pages, a content/blog program spanning dental and vision health topics, social media presence on Facebook, Instagram, and YouTube, third-party endorsements in Forbes, Investopedia, Money, and Senior Living, and a licensed-agent referral channel (844-833-8440). Geographic restrictions are noted for New Mexico and Rhode Island, where dental/vision networks are not available.

Name

Spirit Dental & Vision

Legal name

Spirit Dental & Vision

Website

https://spiritdental.com

Company type

Private

Operating status

Operating

Short description

Spirit Dental & Vision is a direct-to-consumer dental and vision insurance distributor operating across 35 U.S. states, marketing Ameritas-underwritten PPO and Flex plans plus bundled EyeMed vision coverage to individuals, families, seniors, students, self-employed buyers, and small businesses.

Ownership category

akta.pro rank

Product category

Dental Insurance

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Individual Dental & Vision Plans (FSAIAHAI)

akta.pro secondary industries

Dental PPO Plans (HLAEAIAA), Dental Insurance (FSAIAHAA), Combined Dental & Vision Insurance (FSAIAHAC), Stand-Alone Dental Plans (Individual/Family) (HLAEAIAF)

Keywords

• Dental insurance
• Vision insurance
• PPO dental plans
• Insurance brokerage
• No waiting period coverage

Headquarters

HQ city

Bloomington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Spirit Dental generates revenue through monthly insurance premiums paid by members for dental and vision insurance coverage underwritten by Ameritas Life Insurance Corp. Plans are offered at individual and family levels with monthly billing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Spirit Dental & Vision is a direct-to-consumer dental and vision insurance broker/distributor offering PPO and Flex dental plans underwritten by Ameritas Life Insurance Corp. Plans are sold to individuals, families, seniors, students, self-employed professionals, and small businesses across 35 U.S. states, featuring no waiting periods, next-day effective dates, three annual cleanings, annual maximums up to $5,000, and access to the Ameritas Dental Network (PPO) for 25-50% in-network savings. An optional Spirit Vision add-on through EyeMed is available for $7/month.

Product overview

Spirit Dental & Vision is a dental and vision insurance broker/distributor offering a portfolio of PPO and Flex dental insurance plans underwritten by Ameritas Life Insurance Corp. The core products include Spirit PPO Dental Insurance and Spirit Flex Dental Insurance, with three named plan tiers (Preventive Plus PPO 1500, Pinnacle PPO 5000, Preferred PPO 3500) differentiated by annual maximums, coverage percentages, and included benefits. These plans are distributed across multiple market segments—individual, family, senior, student, and self-employed—via add-on modules. An optional Spirit Vision Insurance add-on ($7/month) provides EyeMed Network access and can be bundled with any dental plan. All plans feature no waiting periods for immediate coverage activation, three annual cleanings, and access to the Ameritas Dental Network for 25-50% in-network savings. Plans are sold direct-to-consumer via the website with next-day effective dates available.

Differentiator

Problem solved

Functional benefit

Brands

• Spirit PPO: PPO dental insurance plans offering lower costs for in-network care
• Spirit Flex
• Spirit Vision
• Spirit Dental Advantage

Products and services

• Spirit PPO Dental Insurance Spirit PPO Dental Insurance offers PPO dental plans with access to the Ameritas Dental Network for 25-50% in-network savings. Members can visit any dentist, in- or out-of-network, with all covered services (preventive, basic, major, and child orthodontia) activating immediately with no waiting periods and next-day effective dates.
• Spirit Flex Dental Insurance Spirit Flex Dental Insurance provides flexible dental plans combining PPO network benefits with UCR (Usual, Customary & Reasonable) reimbursement, designed for members who want flexibility to receive care both in-network and out-of-network.
• Spirit Vision Insurance Spirit Vision Insurance is an optional vision coverage add-on priced at $7/month, providing access to the EyeMed Vision Network for eye exams, glasses, and contact lenses. It can be bundled with any Spirit Dental plan.
• Individual Dental Insurance Individual Dental Insurance provides standalone PPO dental plans for individuals aged 18+ who lack employer-sponsored coverage, covering preventive, basic, and major services with no waiting periods.
• Family Dental Insurance Family Dental Insurance covers spouses/domestic partners and unmarried children up to age 26 with preventive, basic, major, and child orthodontia services under one plan.
• Senior Dental Insurance Senior Dental Insurance addresses dental coverage needs for older adults, including dentures, crowns, implants, and major restorative services with no waiting periods and annual maximums up to $5,000.
• Student Dental Insurance Student Dental Insurance offers affordable PPO dental plans for students, covering preventive care, basic services, and orthodontics with no waiting periods.
• Self-Employed Dental Insurance Self-Employed Dental Insurance provides dental plans for self-employed individuals who lack employer-sponsored coverage, with flexible plan options and the potential to deduct premiums as a business expense on Schedule C.
• Small Business Dental Insurance Small Business Dental Insurance offers group dental insurance plans for small businesses to provide employee dental benefits.

Quantifiable outcome

• 25-50% in-network savings on dental procedures through the Ameritas Dental Network
• +2 more outcomes

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Ameritas Life Insurance Corp.coreStrategic or Co-development PartnerAmeritas Life Insurance Corp. is the underwriter for all Spirit Dental insurance plans. Spirit Dental leverages the Ameritas Dental Network, one of the largest PPO dental networks in the nation, offering members 25-50% in-network savings. Plans are underwritten by Ameritas Life Insurance Corp. headquartered in Lincoln, NE.
• Direct Benefits (Alera Group Company)coreChannel Partner/ Reseller/ DistributorDirect Benefits, an Alera Group Company, serves as the plan distributor for Spirit Dental & Vision. The company is headquartered in Bloomington, MN and handles distribution, sales support, and member services for Spirit Dental plans across 35 states.
• Alera GroupminorChannel Partner/ Reseller/ DistributorAlera Group is the parent company of Direct Benefits, which distributes Spirit Dental & Vision plans. Alera Group is a national insurance and benefits firm.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• eHealth: eHealth is an online insurance marketplace aggregating individual dental and vision plans from multiple carriers. Closely comparable DTC distribution model with multi-carrier comparison shopping.
• Humana Dental: Humana sells individual and family PPO dental insurance plans direct-to-consumer with similar no-network-restriction and preventive-care benefits. Highly comparable product design, customer base, and underwriting strategy.
• MetLife Dental: MetLife offers individual and family dental insurance directly and through employers nationwide, with PPO products similar in structure to Spirit's. Direct overlap on individual dental buyer and product design.
• Cigna Dental: Cigna sells individual dental PPO plans with preventive and major coverage, directly competing for the same self-pay buyer as Spirit. Comparable product tiers and benefit structure.
• Renaissance Dental: Renaissance Dental sells individual and family PPO dental insurance with comparable plan tiers, preventive/major coverage mix, and direct-to-consumer online enrollment. Direct product and segment overlap.
• Careington: Careington offers individual dental savings plans and insurance products direct to consumers, including vision add-ons, with comparable no-waiting-period and bundled design philosophies.
• HealthMarkets: HealthMarkets is a national insurance brokerage selling individual dental, vision, and health plans through licensed agents by phone. Direct overlap on distribution motion (agent-assisted individual dental/vision sales).
• VSP Vision Care: VSP is the largest US vision insurance carrier selling individual vision plans, comparable to Spirit's $7/month EyeMed-network vision add-on. Direct overlap on individual vision coverage product.
• Aetna Dental: Aetna (CVS Health) offers individual and family dental plans including PPO and DMO options, overlapping Spirit's core customer segments and annual benefit design.

Broad incumbents

• Delta Dental: Delta Dental is the largest US dental benefits carrier with extensive PPO networks and individual plan offerings. Broader incumbent with overlapping individual/family dental products but distributed primarily through employer channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC01snZia8bngwmuUgIP9tjQ
• Facebookfacebook.com/SpiritDentalVision
• Instagraminstagram.com/spiritdentalvision
• Xx.com/Spirit_Dental

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 Spirit Dental & Vision