Wilshire Dental

What Wilshire Dental does

Wilshire Dental is a privately-held, single-location dental practice headquartered at 3201 Wilshire Blvd., Suite 110, Santa Monica, California, founded approximately in 2004 by Dr. Melanie Schlang-Richardson, a USC-trained DDS with over 20 years of clinical experience. The practice provides general, cosmetic, and restorative dental services to local residents and families, employing between 11 and 50 staff (with Dr. Melanie as the sole named practitioner). The company has no parent organization, no subsidiaries, no institutional investors, and no disclosed funding history, operating as an independent founder/physician-owned entity.

The practice's core offering is fee-for-service dental care delivered through in-person visits, organized across preventive services (exams, cleanings, emergency dentistry, bruxism treatment), restorative procedures (crowns, implant crowns, composite fillings, inlays and onlays), cosmetic treatments (porcelain veneers, teeth whitening, cosmetic bonding, smile makeovers), orthodontics (Invisalign clear aligners), and adjunct techniques including laser dentistry. Differentiation rests on a supra-gingival, minimally invasive dentistry methodology that preserves natural tooth structure by keeping restorations above the gum line, supported by a modern technology stack including digital X-rays, intraoral cameras, intraoral scanners with near-infrared imaging (NIRI) for interproximal cavity detection, and laser systems. Wilshire Dental does not operate a software platform, mobile application, or digital product line; revenue is generated purely from clinical service delivery.

The business model is direct-to-consumer via a single storefront, with patients scheduling appointments through phone, online request form, or walk-in. Payment is collected at the time of service via cash, checks, major credit cards, and CareCredit financing for procedures not covered by insurance. Wilshire Dental participates in a broad insurance network spanning Delta Dental, MetLife, Cigna, Aetna, United Healthcare, BCBS, Humana, Anthem, Guardian, VSP, EyeMed, Medicare, and Medicaid, which functions as a customer-acquisition lever rather than a revenue source. Marketing is locally executed through the practice website, SEO, Google reviews, a content blog, before/after galleries, and word-of-mouth referrals in the Santa Monica community.

Name

Wilshire Dental

Legal name

Wilshire Dental

Website

https://wilshiredental.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Wilshire Dental is a privately-held, single-location dental practice in Santa Monica, CA, led by Dr. Melanie Schlang-Richardson, providing general, cosmetic, and restorative dentistry with a specialty in supra-gingival minimally invasive techniques to local families and individuals.

Ownership category

akta.pro rank

Product category

General Dentistry

NAICS

Offices of Dentists (621210)

SIC

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

akta.pro primary industry

Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care) (HLABAAAE)

akta.pro secondary industries

Restorative General Dentistry (Fillings/Crowns/Bridges) (HLABAAAB), Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC)

Keywords

• General dentistry services
• Cosmetic dentistry
• Restorative dentistry
• Family dental care
• Minimally invasive dentistry

Headquarters

HQ city

Santa Monica

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, Marketing or Sales, Infrastructure

Revenue model

1. Dental Services - Fee-for-Service: Traditional dental practice generating revenue through patient visits, examinations, cleanings, and various dental procedures. Revenue is primarily one-time per visit/procedure with no explicit recurring subscription component mentioned. Accepts cash, personal checks, money orders, and major credit cards. Also works with CareCredit financing for extended payment plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Wilshire Dental is a single-location dental practice in Santa Monica, California that provides general, cosmetic, and restorative dentistry services for individuals and families. The practice specializes in supra-gingival minimally invasive dentistry and offers preventive care (exams, cleanings), emergency dentistry, cosmetic treatments (veneers, teeth whitening, bonding, smile makeovers), restorative procedures (crowns, implant crowns, composite fillings, inlays and onlays), and orthodontic treatment with Invisalign clear aligners.

Product overview

Wilshire Dental is a single-location dental practice in Santa Monica, CA, led by Dr. Melanie Schlang-Richardson. The practice offers a comprehensive range of dental services under one roof, organized into three main categories: preventive/restorative care (dental exams, cleanings, emergency dentistry, bruxism treatment), cosmetic dentistry (veneers, teeth whitening, cosmetic bonding, smile makeovers), and restorative procedures (crowns, implant crowns, composite fillings, inlays & onlays). The practice specializes in supra-gingival, minimally invasive dentistry techniques and offers orthodontic treatment through Invisalign clear aligners. Modern dental technology including intraoral scanners with NIRI imaging, digital X-rays, intraoral cameras, and laser dentistry are utilized. The practice does not operate a platform or SaaS product—it is a traditional dental service provider.

Differentiator

Problem solved

Functional benefit

Products and services

• Dental Exams & Teeth Cleanings Preventive dental examinations and professional teeth cleaning services to maintain oral health for individuals and families.
• Family Dentistry Comprehensive dental care services for patients of all ages, providing treatment for the entire family under one roof.
• Emergency Dentistry Urgent dental care services for immediate dental issues and pain relief for patients experiencing acute dental problems.
• Bruxism Treatment Treatment for teeth grinding and jaw clenching to prevent tooth damage and associated symptoms in affected patients.
• Composite Fillings Tooth-colored composite resin fillings for treating cavities that blend naturally with existing teeth.
• Advanced Dental Crowns Custom-crafted dental crowns to restore damaged or weakened teeth using modern materials and techniques.
• Dental Implant Crowns Supra-gingival porcelain dental restorations for dental implants that preserve natural tooth structure following implant placement.
• Inlays & Onlays Custom-made ceramic, resin composite, or porcelain restorations that fit into or over damaged teeth, offering a middle ground between fillings and crowns.
• Invisalign Clear Aligners Clear aligner orthodontic system for straightening teeth without traditional metal braces, typically achieving results within a year.
• Porcelain Veneers Wafer-thin, custom-made porcelain shells bonded to the front surface of teeth to improve appearance and correct cosmetic issues.
• Teeth Whitening Professional teeth whitening treatments to remove stains and discoloration for a brighter smile.
• Cosmetic Bonding Simple cosmetic dental treatment using tooth-colored resin to repair chips, cracks, or gaps in teeth.
• Smile Makeover Comprehensive cosmetic treatment plans combining multiple procedures to transform overall smile appearance.
• Supra-Gingival Minimally Invasive Dentistry Modern dental approach that preserves more natural tooth structure by keeping restorations above the gum line, reducing invasiveness and recovery time.
• Laser Dentistry Minimally invasive dental procedures using concentrated light energy for soft and hard tissue treatments, offering less pain and faster healing.

Quantifiable outcome

• Invisalign treatment can straighten teeth in as little as a year

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

13 partnerships are on record, tiered supporting.

• VSPsupportingOthersVision insurance provider accepted at Wilshire Dental
• EyeMedsupportingOthersVision insurance provider accepted at Wilshire Dental
• Blue Cross Blue ShieldsupportingOthersHealth insurance provider accepted at Wilshire Dental
• Delta DentalsupportingOthersMajor dental insurance provider accepted at Wilshire Dental (Delta Premier and Delta PPO)
• United HealthcaresupportingOthersHealth insurance provider accepted at Wilshire Dental (PPO plans)
• CignasupportingOthersHealth insurance provider accepted at Wilshire Dental (PPO plans)
• AetnasupportingOthersHealth insurance provider accepted at Wilshire Dental (PPO plans)
• HumanasupportingOthersHealth insurance provider accepted at Wilshire Dental (PPO plans)
• AnthemsupportingOthersHealth insurance provider accepted at Wilshire Dental (PPO plans)
• GuardiansupportingOthersDental insurance provider accepted at Wilshire Dental (PPO plans)
• MetLifesupportingOthersDental insurance provider accepted at Wilshire Dental (PPO plans)
• MedicaresupportingOthersFederal health insurance program accepted at Wilshire Dental
• MedicaidsupportingOthersState and federal health insurance program accepted at Wilshire Dental

Scale indicators1 record

Recent moves4 records

Direct peers

• Beverly Hills Dental Health & Wellness: Single-location general and cosmetic dental practice in Beverly Hills offering preventive, restorative, and cosmetic dentistry to an affluent Westside LA patient base. Highly comparable to Wilshire Dental in scope, geography-adjacent market, and price-positioning.
• Brentwood Dental Group: Multi-provider general and cosmetic dental practice serving the Brentwood/Santa Monica submarket. Comparable offering across preventive, cosmetic, and Invisalign services to a similar affluent Westside demographic.
• Robertson Dental Group: General, cosmetic, and implant dental practice on the Westside of Los Angeles. Comparable to Wilshire Dental in service breadth, technology orientation, and target patient demographic.
• Santa Monica Center for Dentistry: General and cosmetic dental practice located in Santa Monica, CA with a similar service mix (cleanings, cosmetic, restorative, Invisalign). Direct same-market competitor for Wilshire Dental's patient base.

Broad incumbents

• Aspen Dental: National DSO brand with hundreds of practices focused on general, restorative, and emergency dentistry. Competes for value-oriented and convenience-seeking patients who might otherwise consider a single-location practice like Wilshire Dental.
• Heartland Dental: Largest US dental support organization (DSO) supporting thousands of dentist-owned practices. Represents the large-scale, multi-location model that Wilshire Dental is not, but competes for the same dentists and patients.
• Pacific Dental Services: Large US DSO supporting hundreds of dental practices with administrative, clinical, and technology infrastructure. Sets the scale benchmark Wilshire Dental would need to achieve to compete on marketing reach and operating leverage.

Others

• Align Technology (Invisalign): Manufacturer of Invisalign clear aligners and iTero intraoral scanners (NIRI technology). Supplier/ecosystem partner to Wilshire Dental rather than a competitor, but the strategic relationship and product roadmap directly shape Wilshire Dental's service offering and margins.

Emerging players

• Tend Dental: VC-backed consumer dental brand with a design-forward, tech-enabled studio model targeting urban millennials. Represents the modern, digitally-native competitive threat Wilshire Dental faces in attracting younger patients in the Santa Monica market.
• Mint Dentistry: Multi-state dental brand offering general and cosmetic services with strong brand marketing and a hospitality-led patient experience. Emerging consumer-brand competitor to traditional practices like Wilshire Dental.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/wilshire-dental

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Wilshire Dental