What Fishbein Orthodontics does

Fishbein Orthodontics is a privately held, multi-location orthodontic practice operating 12 offices across the Northwest Florida panhandle and Emerald Coast, with a 13th location in Lake City announced. Founded by Dr. Ben Fishbein and now staffed by five board-certified orthodontists (Dr. Ben Fishbein, Dr. Joey Fishbein, Dr. Gjergj Mara, Dr. Michael Ayers, and Dr. Craig Covington), the practice offers a comprehensive orthodontic menu including traditional metal braces, clear ceramic braces, InBrace hidden braces, Invisalign (Standard, Teen, Adult, Express variants), Smile Express, retainers, and adjunctive procedures such as TADs, gingivectomy, and orthognathic surgery coordination. Technology stack centers on the iTero intraoral digital scanner from Align Technology, which feeds the Invisalign treatment workflow and supports same-day treatment initiation.

The practice runs a direct-to-consumer go-to-market model with no enterprise or B2B channel: patients are acquired through local SEO, content marketing, patient testimonials, community involvement, and the Fishbein Foundation's philanthropic activities. Lead conversion is driven by complimentary initial exams bookable online or via phone/text. Revenue is generated primarily through per-treatment-course fees for braces and aligners, supplemented by retainer replacement and ancillary services; pricing is quote-based with 0% in-house financing, no/low down-payment options, and acceptance of most major dental insurance plans plus FSA/HSA accounts. The patient portal is hosted at smilemate.smiledoctors.com and HR communications route to smiledoctors.com, indicating operational alignment with the Smile Doctors dental support organization.

Customer concentration is structurally low given the consumer-only, episodic-treatment revenue model, and the practice serves all age segments (children via 7&Up checkups, teens, adults, and families). Differentiation rests on regional brand strength (1,000+ five-star Google reviews, Best Orthodontist since 2014, Best of the Coast 2023, Diamond Plus Invisalign provider), clinical scale (five orthodontists across 12-13 offices), and convenience (geographic density across Northwest Florida). No AI/ML capabilities, patents, M&A activity, or external funding are disclosed; the firm operates on cash-flow-funded organic expansion.

Name

Fishbein Orthodontics

Legal name

Fishbein Orthodontics

Website

https://fishortho.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Orthodontic Healthcare Services

NAICS

Offices of Dentists (621210)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

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

Keywords

• Orthodontic treatment services
• Invisalign clear aligners
• Braces and orthodontics
• Orthodontic practice
• Teeth straightening solutions

Headquarters

HQ city

Pensacola

HQ country

United States

HQ region

North America

Offices13 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. Orthodontic Treatment Services: The practice generates revenue primarily through providing orthodontic treatment services including braces (metal, ceramic, InBrace) and Invisalign clear aligners. Treatment is typically a multi-month course with initial fees and ongoing adjustment appointments. Revenue is one-time for treatment courses with potential for retainers and follow-up care.
2. Retainers and Replacement Appliances: Ongoing revenue from retainers provided after active treatment completion, as well as replacement retainers for patients who damage or lose originals
3. Dental Insurance Payments: Revenue received from dental insurance plans as partial coverage for orthodontic treatment. Practice accepts most major HMO and PPO dental insurance plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Fishbein Orthodontics is a multi-location orthodontic practice in Northwest Florida providing teeth straightening treatments including traditional metal braces, clear ceramic braces, InBrace hidden braces (lingual), and Invisalign clear aligners for children, teens, and adults. The practice also offers retainers, same-day braces, space maintainers, jaw surgery coordination, and digital impressions using iTero scanning technology.

Product overview

Fishbein Orthodontics is a multi-location orthodontic practice in Northwest Florida offering a comprehensive portfolio of teeth straightening treatments. The core offerings include traditional metal braces, clear ceramic braces, InBrace hidden braces (placed behind the teeth), and the full suite of Invisalign clear aligner products (Invisalign, Invisalign Teen, Invisalign for Adults, and Invisalign Express). Treatment is available for all ages, including early intervention (7&Up checkups), pediatric, teen, and adult orthodontics. Post-treatment products include various retainer types (clear, Hawley, and permanent). The practice also offers specialized treatments such as same-day braces, jaw surgery coordination, space maintainers, performance mouth guards, thumb sucking habit appliances, and professional teeth whitening via Opalescence. Digital scanning is performed using iTero technology, and treatment planning incorporates TADs (titanium anchorage devices) for complex cases.

Differentiator

Problem solved

Functional benefit

Brands

• Fishbein Foundation: Philanthropic initiative created to carry out the mission of providing high-quality, affordable orthodontic care for all patients. Includes the EmBraces anti-bullying campaign and partnerships with local nonprofits.

Products and services

• Traditional Metal Braces Standard orthodontic treatment using metal brackets and wires with colored rubber bands for personalization, suitable for patients of all ages needing teeth straightening.
• Clear Ceramic Braces Esthetic orthodontic braces using translucent ceramic brackets designed to prevent discoloration during treatment for patients seeking less visible braces.
• InBrace Hidden Braces Custom-made lingual braces placed behind the teeth for a truly invisible orthodontic treatment option for patients seeking discreet teeth straightening.
• Invisalign Clear, removable aligner treatment for straightening teeth using a series of custom-made trays, available with options tailored for teens and adults.
• Same Day Braces Service allowing patients to begin orthodontic treatment and receive braces on the same day as their initial consultation, eliminating separate assessment and treatment-start appointments.
• Smile Express Accelerated orthodontic treatment service for patients seeking shorter-duration orthodontic outcomes.
• 7&Up Orthodontic Checkup Early orthodontic evaluation service for children aged 7 and older to assess dental development and intercept potential orthodontic issues.
• Retainers Post-treatment appliances worn to maintain corrected tooth positions after braces or Invisalign treatment.
• Jaw Surgery Coordination Orthognathic surgical treatment coordinated with oral surgeons to correct severe jaw misalignments.
• Space Maintainers Pediatric orthodontic appliances used to maintain space for permanent teeth when baby teeth are lost prematurely.
• Performance Mouth Guards Custom-fitted mouth guards for athletes undergoing orthodontic treatment to protect teeth and orthodontic appliances during sports.
• Thumb Sucking Treatment Habit appliances and treatment methods to help children stop thumb sucking habits.
• Opalescence Teeth Whitening Professional teeth whitening treatment using Opalescence gel for patients preparing for special occasions.

Quantifiable outcome

• Average treatment length: 12-14 months for Invisalign patients
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Align Technology (Invisalign)coreTechnology or IntegrationFishbein Orthodontics is a Diamond Plus Provider of Invisalign clear aligners, indicating a significant partnership with Align Technology. This status reflects high-volume usage and specialized training in the Invisalign system.
• iTero (Align Technology)coreTechnology or IntegrationThe practice uses iTero digital scanning technology for digital impressions and treatment simulation, an Align Technology product that integrates with their Invisalign workflow.
• Fishbein FoundationminorOthersCharitable arm created by the practice to provide affordable orthodontic care, including the EmBraces anti-bullying campaign and partnerships with local nonprofits like Junior League, Sacred Heart Foundation, and Krewe du Yaya.
• CareCreditminorChannel Partner/ Reseller/ DistributorThird-party healthcare financing option accepted at the practice for patients seeking flexible payment plans for orthodontic treatment.
• SmileDirectClub (Former Competitor)minorOthersMentioned in context of competitor analysis - SmileDirectClub filed for bankruptcy in September 2023. Fishbein has positioned themselves as the safe alternative for patients affected by the closure.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Aspen Dental: National DSO with growing orthodontic service line across hundreds of locations. Comparable as a multi-location dental group offering aligner and orthodontic treatments under a unified consumer brand.
• Heartland Dental: Largest U.S. dental DSO supporting general and specialty practices including orthodontics. Comparable as a multi-location office-based dental group operator with a broader portfolio than a pure orthodontic specialist.
• Western Dental & Orthodontics: Large multi-state DSO offering general dentistry plus in-house orthodontics including Invisalign and traditional braces. Comparable as a high-volume office-based orthodontic services provider with broader dental footprint.
• Pacific Dental Services: Major DSO providing practice support to dental and orthodontic offices nationwide. Comparable as a large-scale multi-specialty dental group operator with overlapping service categories.

Others

• Align Technology: Manufacturer of Invisalign, iTero scanners, and InBrace - core supplier and partner to Fishbein (Diamond Plus Provider). Comparable as the upstream ecosystem enabler whose tiering and technology choices drive Fishbein's clinical and brand positioning.

Direct peers

• Great Expressions Dental Centers: Multi-specialty DSO with significant orthodontic service line across the Southeast, including Florida. Operates office-based group practices offering Invisalign and braces - direct comparable in geography, services, and delivery model.
• Smile Doctors: Largest orthodontic-focused DSO in the U.S. with hundreds of locations. Directly comparable multi-location orthodontic group practice model; notably, Fishbein's patient login portal runs on smiledoctors.com, suggesting affiliation or technology partnership.
• Orthodontic Specialists of Florida: Multi-location orthodontic group practice operating in Florida with a comparable Invisalign-plus-braces service model. Direct competitor in the same state and similar mid-size group practice structure.

Regional players

• Simply Orthodontics: Multi-location orthodontic practice offering braces and Invisalign in the Southeast. Comparable as a regional group practice peer with similar service mix, freemium consultation funnels, and community-reputation-driven acquisition model.
• iSmile Orthodontics: Regional multi-location orthodontic practice. Comparable as an Invisalign- and braces-focused group practice operating from multiple offices, useful as a same-segment regional benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/fishortho
• Facebookfacebook.com/FishOrtho
• Instagraminstagram.com/fishortho

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Fishbein Orthodontics