Simply Orthodontics
Simply Orthodontics is a privately held multi-location orthodontic practice operating 12 offices across Massachusetts, New Hampshire, and Connecticut, serving pediatric, teen, and adult patients with braces, Invisalign, and orthodontic appliances under Clinical Director Dr. Sam Alkhoury.
- Company typePrivate
- Founded2005
- HeadquartersHolliston, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Simply Orthodontics does
Simply Orthodontics is a privately held orthodontic practice operating 12 clinical offices across Massachusetts, New Hampshire, and Connecticut. Founded in 2005 and headquartered in Holliston, Massachusetts, the practice is led by Clinical Director Dr. Sam Alkhoury and staffed by ten orthodontists with credentials from institutions including Harvard, Tufts, NYU, and the University of Pennsylvania. The patient base spans three primary segments: children (early intervention from age 7), teenagers (developmental-stage treatment), and adults (including relapse correction), with each segment addressed by dedicated treatment protocols.
The core clinical offering centers on teeth-straightening modalities: traditional metal braces, clear/ceramic braces, self-ligating braces, Invisalign clear aligners, dentofacial orthopedics, and a catalog of orthodontic appliances including retainers, palatal expanders, and habit-breaking devices. Diagnostic capability includes cone beam CT scanning at office locations. The practice holds Diamond Plus Invisalign Provider status from Align Technology, a credential denoting top-tier case volume with the Invisalign system. Ancillary services include same-day emergency appointments and post-treatment retention.
The business model combines one-time treatment fees for orthodontic cases (typically spanning 1-3 years) with a recurring Preferred Plan subscription ($45/month when financed) covering up to five years of retainer replacements, retention checks, and take-home whitening for patients aged 16 and older. Revenue is collected through a mix of out-of-pocket payments, dental insurance billing (Aetna, Delta Dental, Cigna, Guardian, MetLife, United Healthcare, and others), and third-party financing through CareCredit and Chewsi. Patient acquisition relies on direct-to-consumer marketing via the company website, online appointment requests, phone scheduling, and referrals from general dentists, supported by an accumulated base of over 1,000 five-star reviews across offices.
Simply Orthodontics firmographics
Firmographics- Name
- Simply Orthodontics
- Legal name
- Simply Orthodontics
- Website
- https://simplyortho.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Simply Orthodontics is a privately held multi-location orthodontic practice operating 12 offices across Massachusetts, New Hampshire, and Connecticut, serving pediatric, teen, and adult patients with braces, Invisalign, and orthodontic appliances under Clinical Director Dr. Sam Alkhoury.
- Ownership category
- akta.pro rank
Simply Orthodontics industry classification
Industry- 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
- Orthodontic Group Practices (HLABAKAC), Clear Aligner Orthodontics (HLABABAD), Interceptive/Phase I Pediatric Orthodontics (HLABAGAG), Adult Orthodontics (HLABABAC), Orthodontic Appliances & Aligners Fabrication (HLABAJAD), Orthodontic Emergency & Repair Services (HLABABAL)
Keywords
Where Simply Orthodontics is headquartered
LocationHeadquarters
- HQ city
- Holliston
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
Simply Orthodontics business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Orthodontic Treatment Services: One-time professional orthodontic services including braces (traditional, ceramic, self-ligating) and clear aligners (Invisalign). Treatment fees vary based on case complexity and duration. Payment is collected through insurance, financing plans, and out-of-pocket payments.
- Preferred Plan (Retainer Maintenance): Recurring membership plan providing retainer replacements, retainer checks, and take-home whitening kits for $45/month when financed. Includes five years of coverage for retainer replacements and checks.
- Insurance Billing: The practice accepts and bills most major dental insurance plans including Aetna, Anthem, Cigna, Delta Dental, Guardian, MetLife, United Healthcare, and many others. Insurance typically covers a lifetime orthodontic benefit for eligible treatments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Preferred Plan - Comprehensive retainer coverage |
| One time/ perpetual license | One time/ perpetual license | Standard Plan - Basic retainer coverage |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Simply Orthodontics product offering
Product offeringCore offering
Simply Orthodontics operates a 12-location orthodontic practice across New England, providing teeth-straightening treatments including traditional metal braces, clear ceramic braces, self-ligating braces, and Invisalign clear aligners. The practice delivers age-specific orthodontic care for children, teens, and adults, complemented by a subscription-based Preferred Plan program and free initial consultations.
Product overview
Simply Orthodontics operates as an orthodontic practice offering a comprehensive range of teeth-straightening treatments across 12 New England locations. The core portfolio centers on Traditional Braces, Invisalign Clear Aligners, Clear/Ceramic Braces, and Self-Ligating Braces as primary treatment modalities. These are complemented by specialized services for different patient segments including Pediatric Orthodontics, Teen Orthodontics, Adult Orthodontics, and Dentofacial Orthopedics. The practice also provides Orthodontic Appliances such as retainers, space maintainers, palatal expanders, and other corrective devices. A supplementary Preferred Plan add-on offers retainer replacement and maintenance coverage. The business model integrates dental insurance acceptance and third-party financing (CareCredit, Chewsi) as payment enablers.
Differentiator
Problem solved
Functional benefit
Products and services
- Traditional Metal Braces
- Clear Ceramic Braces Fixed braces with clear/tooth-colored brackets designed to be less visible than traditional metal braces, for patients prioritizing aesthetics during treatment.
- Self-Ligating Braces Fixed braces using self-ligating bracket technology (no elastic ties), typically resulting in fewer adjustment visits and reduced friction during treatment.
- Invisalign Clear Aligners Removable Invisalign clear aligner therapy used to straighten teeth discretely, offered to teens and adults who prefer an aesthetic alternative to fixed braces.
- Kids' Orthodontics Program Orthodontic care program tailored for children, including early evaluation and interceptive treatment for developing teeth and bite issues.
- Teen Orthodontics Program Orthodontic care program tailored for adolescents, providing braces or Invisalign treatment timed to teenage dental development.
- Adult Orthodontics Program Orthodontic care program tailored for adult patients, with treatment options including Invisalign and clear ceramic braces for aesthetic and functional needs.
- Preferred Plan Subscription-based orthodontic program providing treatment access for a defined subscription fee, offered as an alternative to standard fee-for-service pricing.
- Free Initial Orthodontic Consultation Complimentary first-visit orthodontic consultation to evaluate patients, discuss treatment options, and outline costs before committing to a treatment plan.
Quantifiable outcome
- Over 1,000 5-star reviews across practices
Companies that use Simply Orthodontics
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Simply Orthodontics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Simply Orthodontics partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor.
- AetnaminorAccepted dental insurance provider. Patients can use Aetna PPO plans for orthodontic treatment coverage.
- Delta DentalminorAccepted dental insurance provider with multiple plan types including MA PPO, MA Premier, MA MPE, and MA EPO.
- CignaminorAccepted dental insurance provider. Patients can use Cigna PPO and Cigna Advantage plans for orthodontic treatment coverage.
- GuardianminorAccepted dental insurance provider for orthodontic treatment coverage.
- MetLifeminorAccepted dental insurance provider for orthodontic treatment coverage.
- United HealthcareminorAccepted dental insurance provider. Patients can use United Healthcare PPO plans for orthodontic treatment coverage.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Simply Orthodontics competitors and assessment
Company assessmentBroad incumbents
- Aspen Dental: Multi-location DSO with growing orthodontic service line across the U.S. Comparable as a large, branded DSO that competes for the same patient pool and dentist referral relationships.
- Great Expressions Dental Centers: Multi-location DSO with orthodontic services across the Northeast and other U.S. regions. Comparable as a regional DSO competitor for orthodontic patients and dentist referrals.
- Heartland Dental: Largest U.S. dental support organization, providing back-office support to affiliated practices including orthodontic offerings. Comparable as a scaled DSO that orthodontists could affiliate with as an alternative to independent operation.
- Benevis: Multi-state DSO supporting affiliated dental practices including orthodontic care. Comparable in operating model and PPO/insurance-driven patient mix.
- Western Dental & Orthodontics: Large multi-specialty DSO with a meaningful orthodontic service line. Comparable as a scaled, multi-location practice operator offering orthodontic care alongside general and specialty dentistry.
Direct peers
- Smile Doctors: The largest orthodontic DSO in the U.S., operating several hundred affiliated practices. Closest direct comparable in multi-location orthodontic group practice model and Invisalign-heavy treatment mix.
- Image Orthodontics: Multi-location orthodontic group practice on the West Coast with a similar mix of braces and clear aligners, comparable office-based delivery model and broad patient demographic coverage.
Others
- Align Technology (Invisalign): Manufacturer of the Invisalign system and iTero scanners. Comparable as the key product/technology supplier underpinning the practice's Diamond Plus Invisalign status and aligner-centric revenue.
Emerging players
- Candid: Direct-to-consumer clear aligner brand targeting mild-to-moderate orthodontic cases. Comparable as a partial substitute for the practice's adult and teen aligner cases, particularly for price-sensitive patients.
Regional players
- Arch Orthodontics: Multi-location New England orthodontic group practice competing directly for patients in the same MA/RI/greater-Boston geography with overlapping service lines and insurance acceptance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Simply Orthodontics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simply Orthodontics leadership team
Management profileNumber of profiles
Profiles10 records
Simply Orthodontics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simply Orthodontics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Simply Orthodontics
What does Simply Orthodontics do?
Simply Orthodontics operates a 12-location orthodontic practice across New England, providing teeth-straightening treatments including traditional metal braces, clear ceramic braces, self-ligating braces, and Invisalign clear aligners. The practice delivers age-specific orthodontic care for children, teens, and adults, complemented by a subscription-based Preferred Plan program and free initial consultations.
Is Simply Orthodontics a public or private company?
Simply Orthodontics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Simply Orthodontics founded?
Simply Orthodontics was founded in 2005. It employs 101 to 250 people.
Where is Simply Orthodontics based?
Simply Orthodontics is headquartered in Holliston, United States, in the North America region.
How does Simply Orthodontics make money?
Three revenue lines are on record. Orthodontic Treatment Services are the primary driver. The others are preferred Plan (Retainer Maintenance) and insurance Billing.
Who are Simply Orthodontics's main competitors?
Broad incumbents on record are Aspen Dental, Great Expressions Dental Centers, Heartland Dental, Benevis and Western Dental & Orthodontics. Direct peers are Smile Doctors and Image Orthodontics. Align Technology (Invisalign) is listed as an others. Candid is listed as an emerging player. Arch Orthodontics is listed as a regional player.
Does Simply Orthodontics have an API?
No public API is recorded for Simply Orthodontics.
What industry is Simply Orthodontics in?
Simply Orthodontics's product category is Orthodontic Services. Its primary akta.pro industry code is HLABABAA, Comprehensive Orthodontic Clinics, with a secondary code of HLABAKAC, Orthodontic Group Practices. Its NAICS code is 621210 and its SIC code is 8011.