Dentistry For You

What Dentistry For You does

Dentistry For You is the consumer-facing brand of the Harunani and Co Group of Dental Surgeries, a UK private dental practice operator founded in 1986 by Dr. Esmail Harunani together with Dr. Murtaza Kanani and Dr. Nadeem Harunani. The group operates 24+ dental practice locations across England, covering London, Essex, East Sussex, Norfolk, Hampshire, the South West, the Isle of Wight, and the Midlands, alongside named sub-brands including PH Dental Care, Quest Dental Care, Natureza, St Clements, and Mid Essex.

The business provides both NHS and private dental services, with a service mix spanning general dentistry, dental implants, orthodontics, and facial aesthetics. Operations are delivered through multi-chair clinics staffed by GDC-registered dentists, with Dentac (established 2012) operating as a subsidiary training academy that supports the group's clinician pipeline. Patient relationship infrastructure includes an aggregated review base across Google and Trust platforms, alongside patient-facing online booking and information portals.

Revenue is generated through three primary channels: NHS treatment fees under NHS England banded contracts, fee-per-item private treatments, and recurring private membership plans with 0% finance options for higher-value procedures. The group reports 51-100 employees and operates without external private equity or venture capital backing. The structure is a founder-led, partner-owned multi-site operator with light corporate overhead and clinical execution at site level.

Name

Dentistry For You

Legal name

Harunani and Co Group of Dental Surgeries

Website

https://dentistryforyou.co.uk

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

Dentistry For You is the consumer brand of a UK founder-led dental practice group operating 24+ NHS and private clinics across England. It serves general consumer patients with general dentistry, dental implants, orthodontics, and facial aesthetics, supported by an in-house training academy.

Ownership category

akta.pro rank

Product category

Dental Practice Services

NAICS

Offices of Dentists (621210), Offices of Dentists (62121)

SIC

Services-Health Services (8000)

akta.pro primary industry

General Dentistry Group Practices (HLABAKAB)

akta.pro secondary industries

Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care) (HLABAAAE), Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI)

Keywords

• General dental services
• Cosmetic dentistry
• Dental implants
• NHS dental care
• Orthodontic treatments

Headquarters

HQ city

Forest Hill

HQ country

United States

HQ region

North America

Offices25 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. NHS Dental Services: NHS dental treatments provided at three standard charge bands (Band 1: £27.90, Band 2: £76.60, Band 3: £332.10). The company is committed to the NHS and accepts new NHS patients.
2. Private Dental Services: Comprehensive private dental treatments including cosmetic dentistry, implants, orthodontics, and specialist services with variable pricing based on treatment complexity.
3. Practice Membership Plans: Monthly payment plans for routine dental care and preventive maintenance, with insurance against accidental damage to teeth. Enables patients to spread payments for regular dental care.
4. 0% Finance Plans: Interest-free financing on treatments over £250 for periods up to 5 years, enabling patients to afford higher-cost procedures.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Dentistry For You operates a network of 24 dental practices across England providing both NHS and private dental treatments. Services span routine dental care, cosmetic dentistry, dental implants, orthodontics, minor oral surgery, endodontics, periodontics, and facial aesthetics. The group also operates Dentac, a dental training academy established in 2012, and accepts new NHS patients across all locations.

Product overview

Dentistry For You is a dental care provider network offering NHS and private dental treatments across multiple practice locations in London, Essex, East Sussex, Norfolk, Hampshire, South West, Isle of Wight, and Midlands. The company operates as a unified group of dental practices providing routine dental care, cosmetic dentistry, children's dentistry, and specialist services including dental implants, orthodontics, periodontics, endodontics, oral surgery, and facial aesthetics. The network includes a dental academy (Dentac) for professional education and offers membership plans and financing options for patient payment convenience.

Differentiator

Problem solved

Functional benefit

Brands

• Dentac: The Academy for Excellence in Dental Education - a purpose built state of the art Dental training facility and academy providing practical hands-on courses, seminars, study groups, product demonstrations, workshops, certificate courses, live patient based courses, mentored programs, and diplomas for the entire dental team.

Products and services

• NHS Dental Treatment
• Private Dental Treatment
• Dental Implants
• Orthodontic Services
• Cosmetic Dentistry
• Facial Aesthetics
• Practice Membership Plan
• Dentac (Dental Academy)

Quantifiable outcome

• Over 2700 patient reviews demonstrating high patient satisfaction

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• NHS (National Health Service)coreOthersPrimary public healthcare partner providing framework for NHS dental services. The company is committed to the NHS and takes on new NHS patients at all locations.
• CQC (Care Quality Commission)coreOthersIndependent regulator of health and social care in England. Practices are registered and regulated by CQC.
• GDC (General Dental Council)coreOthersUK statutory body regulating dental professionals. All dentists are registered with GDC.
• BDA (British Dental Association)minorOthersTrade union and professional body for dentists in the UK. Practices display BDA membership.
• Financial Conduct AuthorityminorOthersRegulatory body for financial services. Authorised and regulated for 0% finance payment plans (Reference: 668990).
• Lewisham Primary Care TrustminorOthersFormer NHS body responsible for Forest Hill Dental Surgery. Now restructured into NHS England.
• Dentac (Dental Academy)coreStrategic or Co-development PartnerPurpose-built dental training facility and academy established in late 2012 as part of Harunani & Co Group. Provides practical hands-on courses, seminars, workshops, and continuing professional development for the entire dental team.
• Harunani Charitable FoundationminorStrategic or Co-development PartnerCharitable foundation associated with the company group, supporting community outreach and charitable dental services.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Together Dental: UK regional dental group combining NHS and private treatments across multiple practices in southern England. Comparable as a multi-site group practice operator in similar catchments to Dentistry For You.
• Rodericks Dental Partners: PE-backed UK dental group operating hundreds of NHS/private practices. Comparable as a consolidator DSO pursuing the same group-practice model with NHS contracts and private upsell.
• Genix Healthcare / Dental Care Group: UK DSO operating a network of NHS and private dental practices. Comparable as a multi-site group practice provider with similar geographic and service mix.
• Colosseum Dental Group (UK): European-backed DSO with a sizeable UK practice footprint offering NHS and private dentistry. Directly comparable in multi-site operations and NHS/private revenue mix.
• Portman Dental Care: UK-focused dental group with a strong private/cosmetic tilt across ~100+ practices. Comparable as a multi-site dental platform, though skewed more toward private dentistry than NHS.
• Bupa Dental Care (UK): One of the largest UK dental networks with hundreds of practices offering NHS and private treatment. Directly comparable as a multi-site DSO group serving the same NHS/private patient mix across regional UK geographies.
• mydentist: Largest UK dental chain with around 600 practices, combining NHS and private dentistry. Closest direct peer by business model (mixed NHS/private group practice), scale, and multi-region footprint.

Emerging players

• Implantium / Dental Beauty (private-focused UK chains): UK dental groups with strong private/cosmetic positioning including implants and aligners. Comparable on the specialist private-services side where Dentistry For You competes for high-value cases.
• Damira Dental Studios: Mid-sized UK dental group practice operator with NHS and private services. Comparable as a regional multi-site group practice, though smaller and more geographically concentrated than Dentistry For You.

Broad incumbents

• BUPA (parent healthcare incumbent): Large incumbent healthcare insurer and provider with UK dental operations as part of a broader portfolio. Comparable as an established multi-specialty healthcare platform, not a dental-only specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dentistryforu
• Instagraminstagram.com/dentistry_4_you
• LinkedInlinkedin.com/company/dentistry4you

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 Dentistry For You