Simply Southern Smiles

What Simply Southern Smiles does

Simply Southern Smiles is a privately held, single-location orthodontic practice headquartered at 1601 Davie Avenue in Statesville, North Carolina, serving patients from Statesville and surrounding communities of Catawba, Troutman, and Mooresville. The practice traces its heritage to 1975, when Dr. Vacca founded the original orthodontic office; it was later operated by Dr. Michael Simmons until his December 31, 2017 retirement, at which point Dr. Michael Woods — a board-certified orthodontist trained at Morehouse College, the University of Connecticut, and UCLA — acquired and rebranded it as Simply Southern Smiles. The practice is led by Dr. Woods and a tenured support team spanning office management, clinical assisting, lab, sterilization, and patient coordination functions.

The service portfolio spans the full orthodontic care continuum for children, teens, and adults, including traditional metal braces, ceramic braces, self-ligating Pitts21 braces, lingual braces, Invisalign, and an in-house "Simply Clear Aligners" product manufactured on-site using a 3D-printed digital lab and UDesign software. Adjacent services include early/Phase I treatment, two-phase pediatric treatment, surgical orthodontics, TMJ/TMD therapy, orthodontic retention, and the Beau's Kids Club observation program. The clinical technology stack comprises iTero intraoral scanning, Cone Beam CT 3D imaging, DIBS indirect bonding, and Propel/AcceleDent acceleration devices, supporting digital treatment planning and shorter chair time.

Revenue is generated on a fee-for-service and recurring-payment basis tied to multi-month treatment plans, with custom monthly payment plans, insurance billing, and courtesy discounts for cash/check payment in full. Go-to-market is sales-led and locally focused, relying on a free initial consultation offer, the practice's website, Facebook, Instagram, and YouTube presence, Google reviews, and word-of-mouth referrals within the community. The practice holds Gold Plus Invisalign Provider status from Align Technology, indicating significant Invisalign case volume, and is among the approximately 30% of U.S. orthodontists who have achieved American Board of Orthodontics board certification.

Name

Simply Southern Smiles

Legal name

Simply Southern Smiles

Website

https://simplysouthernsmiles.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Simply Southern Smiles is a private, single-location orthodontic practice in Statesville, NC, serving children, teens, and adults with braces, Invisalign, in-house clear aligners, and surgical orthodontics, led by a board-certified orthodontist using a digital lab, iTero scanning, and 3D printing.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

SIC

Services-Health Services (8000)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE), Orthodontic Emergency & Repair Services (HLABABAL)

Keywords

• Orthodontic services
• Braces treatment
• Clear aligners
• Invisalign provider
• Orthodontic care

Headquarters

HQ city

Statesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: Fees for orthodontic treatment including braces (traditional metal, ceramic, self-ligating) and clear aligners (Invisalign, Simply Clear Aligners). Treatment plans customized per patient with custom payment plans available. Custom payment plans are available, and the practice accepts most major credit cards and insurance plans.
2. Insurance Billing: Practice works with insurance providers to process claims for orthodontic treatment coverage. Office team assists with insurance claims and paperwork.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Simply Southern Smiles is a private orthodontic practice in Statesville, NC providing teeth-straightening and bite-correction services. Its core offerings include a range of braces (traditional metal, ceramic, self-ligating Pitts21, and lingual) and clear aligner systems (Invisalign and in-house Simply Clear Aligners), along with specialized treatments such as early/Phase One treatment, two-phase treatment, surgical orthodontics, TMJ/TMD treatment, and orthodontic retention. The practice delivers these services through in-person office visits supported by an in-house digital lab with 3D printing, iTero scanning, and Cone Beam CT imaging.

Product overview

Simply Southern Smiles is an orthodontic practice offering a comprehensive range of teeth-straightening treatments. The core portfolio centers on braces options (Traditional Metal Braces, Ceramic Braces, Self-Ligating Pitts21® Braces, and Lingual Braces) and clear aligner systems (Invisalign® and in-house Simply Clear Aligners). The practice provides specialized treatment services including Early Orthodontic Treatment, Two-Phase Treatment for children, Surgical Orthodontics, TMJ/TMD Treatment, and Orthodontic Retainers. Advanced technology includes iTero® digital scanning, in-office 3D printing via Digital Lab, Cone Beam CT imaging, DIBS® Indirect Bonding, and AcceleDent®/Propel® acceleration devices. Additional offerings include Beau's Kids Club membership program and a Payment Calculator tool.

Differentiator

Problem solved

Functional benefit

Brands

• Simply Clear Aligners: An in-house clear aligner system created by Dr. Woods using Digital Lab 3D printers and UDesign software. Made in-office for faster turnaround time and cost-effective treatment compared to external brands like Invisalign.

Quantifiable outcome

• Board-certified orthodontist - only ~30% achieve this distinction
• +5 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• SmileDirectClub: Direct-to-consumer clear aligner company that historically bypassed in-office consultations to serve mild-to-moderate orthodontic cases at lower price points. Represents the disruptive model that pressures traditional orthodontic practices' patient acquisition and pricing.
• Candid: Direct-to-consumer and hybrid clear aligner brand that combined remote treatment planning with in-office professional monitoring. Represents the hybrid model competing for the same adult aligner patient that Simply Southern Smiles targets with Simply Clear Aligners.

Broad incumbents

• Align Technology (Invisalign): Manufacturer of Invisalign clear aligners and iTero scanners. Simply Southern Smiles is both a customer (Gold Plus Invisalign Provider) and a competitor through its in-house Simply Clear Aligners brand, making Align Technology the most significant incumbent shaping the practice's competitive landscape.
• Great Expressions Dental Centers: Multi-location dental services group with orthodontic service lines in select markets. Comparable as a DSO-affiliated orthodontic provider competing for similar patient demographics in regional US markets.
• Pacific Dental Services: Dental support organization with a growing orthodontic service line across its supported practices. Comparable as a scaled, operations-led competitor pursuing the same adult and family orthodontic patient base through insurance-network leverage.
• Heartland Dental: Largest US dental support organization supporting thousands of dentists including orthodontic service lines. Represents the DSO-scale competitive model that single-location orthodontic practices like Simply Southern Smiles structurally cannot match on marketing, insurance participation, or overhead absorption.
• Smile Brands: DSO supporting multiple dental brands including orthodontic offerings. Operates a multi-location, insurance-driven model comparable to the structural alternative Simply Southern Smiles could pursue for scale but has not.
• Aspen Dental: Multi-location DSO with orthodontic offerings in many of its supported practices. Competes with Simply Southern Smiles for patients seeking convenient, in-network orthodontic care, particularly in suburban and secondary-market geographies in the Southeast.

Others

• 3M Oral Care (Solventum): Major manufacturer of orthodontic brackets, wires, and bonding systems used by Simply Southern Smiles. Listed as an ecosystem participant and supplier shaping the practice's clinical technology and supply cost structure rather than a direct competitor.

Direct peers

• Rocky Mount Orthodontics: Multi-doctor orthodontic practice serving a similar North Carolina secondary-market demographic with comparable services (braces, Invisalign, early treatment). Most directly comparable as a same-state, single-to-few-location orthodontic specialty practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/simmonsbraces
• Facebookfacebook.com/simplysouthernsmiles
• Instagraminstagram.com/simplysouthernsmiles

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Simply Southern Smiles