White, Greer & Maggard Orthodontics

What White, Greer & Maggard Orthodontics does

White, Greer & Maggard Orthodontics (WGM Orthodontics) is a private orthodontic practice founded in 1995 and headquartered in Lexington, Kentucky, operating 16+ office locations across the state in markets including Morehead, Cynthiana, London, Paris, Berea, Lexington (Beaumont and Alumni Drive), Danville, Winchester, Mount Sterling, Louisville, Georgetown, Nicholasville, Corbin, Richmond, and Shepherdsville. The practice provides orthodontic treatment to families, teens, and adults in Kentucky, organized around three core services: traditional and ceramic braces (including custom 3-D printed ceramic brackets), clear aligner therapy, and Phase 1 early orthodontic treatment beginning at age 7 per American Association of Orthodontists guidelines.

The technical stack emphasizes AI-supported treatment planning marketed as reducing treatment duration by 25%-50% compared to traditional metal brackets, 3-D printed ceramic brackets, and a mobile/text-based patient communication channel. Patient engagement is supported by the WGMVP Kid's Club, a free pediatric membership program offering developmental monitoring, collectible pins, and events designed to cultivate a multi-year patient pipeline.

The business model is direct-to-consumer professional services: patients book free consultations online, by phone, or via text message; treatment is delivered in-office on multi-year contracts with flexible financing (including 0% interest plans), discounts for civil servants, educators, pay-in-full, and additional family members, and broad insurance acceptance including Kentucky Medicaid. The practice is HIPAA-compliant, accepts almost all insurance plans, and uses OrthoFi for patient billing and Microsoft Clarity/Advertising for analytics and paid acquisition.

Name

White, Greer & Maggard Orthodontics

Legal name

White, Greer, and Maggard Orthodontics

Website

https://wgmortho.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Clear Aligner Orthodontics (HLABABAD), Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE), Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC), Orthodontic Group Practices (HLABAKAC)

Keywords

• Orthodontic treatment services
• Braces and aligners
• Early orthodontic intervention
• Multi-location dental practice
• Clear aligner therapy

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: Professional orthodontic services including braces (metal, ceramic) and clear aligners (Invisalign). Treatment is provided on a one-time service basis with flexible payment plans and financing options. The practice accepts insurance, Kentucky Medicaid, and offers 0% interest financing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

White, Greer & Maggard Orthodontics is a multi-location orthodontic practice operating 16+ offices across Kentucky, providing metal braces, 3-D printed ceramic braces, clear aligners (Invisalign), and early/interceptive orthodontic treatment for children. The practice uses AI-supported treatment planning to shorten treatment timelines by an estimated 25%-50% and offers free initial consultations.

Product overview

White, Greer & Maggard Orthodontics is a multi-location orthodontic practice operating across Kentucky with 17+ office locations. The core offering consists of three primary treatment products: traditional and ceramic braces (including AI-supported treatment for 25%-50% faster results), clear aligners (Invisalign-style aligners worn 22 hours daily), and early orthodontic treatment for children beginning at age 7. The practice complements its clinical services with the WGMVP Kid's Club loyalty program for pediatric patients, offering complimentary developmental monitoring and collectible rewards. Services are supported by extended accessibility (7 days/week including nights and weekends) and flexible financing options including 0% interest payment plans.

Differentiator

Problem solved

Functional benefit

Products and services

• Metal Braces Traditional metal braces used to straighten teeth and correct bite issues for children, teens, and adults. Offered across all 16+ Kentucky office locations.
• 3-D Printed Ceramic Braces Clear/ceramic braces manufactured via 3-D printing for a less visible orthodontic option. Designed for patients seeking an aesthetic alternative to metal braces.
• Clear Aligners (Invisalign) Removable clear aligner orthodontic treatment for patients who prefer a virtually invisible alternative to braces. Used for mild to moderate orthodontic cases.
• Early Orthodontic Treatment (Phase I) Interceptive orthodontic care for children, typically around age 7, to guide jaw growth, address bite problems, and create space for incoming permanent teeth before comprehensive treatment.

Quantifiable outcome

• 25%-50% faster treatment time compared to traditional metal brackets
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Microsoft ClarityminorGTM or Marketing PartnerWeb analytics partnership using behavioral metrics, heatmaps, and session replay to improve and market products/services. Website usage data is captured to determine popularity of products/services and online activity, used for site optimization and advertising purposes.
• Microsoft AdvertisingminorGTM or Marketing PartnerPartnership for advertising campaigns and marketing activities. Used in conjunction with Microsoft Clarity for comprehensive digital marketing and optimization.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Mortenson Dental Partners: Large DSO operating 140+ dental practices across multiple states, including Kentucky-area operations. Comparable to WGM as a multi-location, multi-state dental practice group with Kentucky regional overlap.
• Aspen Dental: Large multi-location dental practice organization with hundreds of offices across the U.S. Comparable to WGM as a multi-location group practice, though primarily general dentistry with some specialty offerings.
• Pacific Dental Services: Major DSO supporting over 900 dental offices across the U.S., including specialty practices. Comparable to WGM as a multi-location, multi-state dental practice operator, though offering broader dental services than orthodontics alone.
• Heartland Dental: Largest U.S. dental support organization (DSO) supporting thousands of dental offices across general and specialty dentistry. Comparable to WGM as a multi-location practice support platform, though broader in scope beyond orthodontics.
• Dental Care Alliance: DSO supporting 400+ dental practices across 20+ states with general and specialty dentistry. Comparable to WGM as a multi-location practice support platform, though broader than orthodontic-only.
• Great Expressions Dental Centers: Multi-location dental practice group operating across the eastern U.S. with general dentistry and specialty services including orthodontics. Comparable to WGM as a multi-state group practice with orthodontic offerings.

Others

• Align Technology (Invisalign): Manufacturer of Invisalign clear aligners and iTero scanners, a key supplier and ecosystem participant for WGM and other orthodontic practices. Directly comparable as the dominant clear aligner technology provider that WGM uses and competes against in message.

Direct peers

• Smile Doctors: The largest orthodontic DSO in the U.S., operating hundreds of affiliated orthodontic clinics across 30+ states. Directly comparable to WGM as a multi-location orthodontic group practice with similar service offerings (braces, clear aligners, early treatment).

Emerging players

• Imagen Dental Partners: Emerging DSO focused on affiliating with premier dental practices, including orthodontic specialists. Comparable to WGM as a peer platform for orthodontic practice consolidation, though at an earlier stage and broader scope.

Regional players

• Sage Dental: Multi-location dental and orthodontic practice group primarily serving Florida and the Southeast. Comparable to WGM as a multi-location group practice with orthodontic offerings, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wgmortho

Compliance1 record

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 White, Greer & Maggard Orthodontics