Smiles Orthodontics

What Smiles Orthodontics does

Smiles Orthodontics is a single-location orthodontic practice based in El Paso, Texas, founded in 2012 by Dr. Silvia Menendez, a board-certified orthodontist with fellowship training in Surgical and Craniofacial Orthodontics from Indiana University. The practice offers comprehensive orthodontic care across three core modalities: fixed appliances (self-ligating metal and ceramic braces), removable clear aligner systems (Invisalign, SureSmile, and 3M Clarity), and adjunct services including early/phase 1 pediatric treatment, adult orthodontics, and surgical orthodontics for jaw misalignment. Supporting technology includes digital 3D scanning that replaces traditional impression materials, self-ligating bracket systems that shorten chair time, and an AI-powered website chat assistant named Sofia for 24/7 initial patient engagement.

The business operates on a direct-to-consumer healthcare model, with patients engaging the practice through a bilingual (English/Spanish) website, phone/text, and walk-in appointments at the single Resler Drive office. Revenue is generated primarily from multi-month orthodontic treatment engagements (typically 9–30 months) billed through a combination of private insurance reimbursement and flexible in-house financing with low down payments and monthly installments; a free initial consultation serves as the top-of-funnel conversion mechanism. Customer segments span children, teens, and adults, with adults identified as the primary segment.

The practice is independently owned with no disclosed institutional investors, no parent company, and no multi-location footprint. Marketing is driven by Google reviews, active Instagram/Facebook/YouTube content, community reputation, and bilingual SEO. Key competitive differentiators include Dr. Menendez's personal involvement in every patient case (no rotating providers), subspecialty credentials in craniofacial orthodontics, and a boutique-style patient experience in a market dominated by DSOs and chain orthodontic operators.

Name

Smiles Orthodontics

Legal name

Smiles Orthodontics

Website

https://smiles-orthodontics.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Smiles Orthodontics is a privately owned, single-location orthodontic practice in El Paso, Texas, founded in 2012 by Dr. Silvia Menendez. It provides braces, clear aligners, and surgical orthodontics to children, teens, and adults, operating on a direct-to-consumer model with bilingual English/Spanish service.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Adult Orthodontics (HLABABAC), Clear Aligner Orthodontics (HLABABAD), Interceptive/Phase I Pediatric Orthodontics (HLABAGAG)

Keywords

• Orthodontic treatment
• Metal braces
• Clear aligners
• Adult orthodontics
• Pediatric orthodontics

Headquarters

HQ city

El Paso

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, Supply Chain

Revenue model

1. Orthodontic Treatment Services: Primary revenue comes from orthodontic treatment services including metal braces, ceramic braces, and clear aligner treatments (Invisalign, SureSmile). Treatment is typically a multi-month engagement lasting 1-2+ years with associated follow-up appointments and adjustments. The practice also offers early/phase 1 treatment and surgical orthodontics.
2. Financing and Payment Plans: The practice offers flexible financing with low down payments and monthly payment plans for patients without insurance or with partial coverage. This extends accessibility and creates recurring monthly revenue from installment payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Smiles Orthodontics is a single-location orthodontic practice in El Paso, Texas that provides comprehensive orthodontic treatment for children, teens, and adults. Core offerings include metal self-ligating braces, ceramic self-ligating braces, clear aligner systems (Invisalign, SureSmile, and 3M Clarity), early/interceptive treatment, adult orthodontics, and surgical orthodontics combined with corrective jaw surgery. All treatment is delivered directly by founder Dr. Silvia Menendez using digital 3D scanning technology, with a complimentary initial consultation as the patient acquisition entry point.

Product overview

Smiles Orthodontics is a single-location orthodontic practice offering a comprehensive range of teeth-straightening treatments. The core portfolio centers on two main treatment categories: fixed appliances (metal and ceramic self-ligating braces) and removable clear aligner systems (Invisalign, SureSmile, and 3M Clarity). Supporting services include early orthodontic treatment for children, adult orthodontic care, and surgical orthodontics for jaw misalignment. The practice also provides digital scanning technology and complimentary initial consultations as part of its patient experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Metal Self-Ligating Braces Durable stainless steel self-ligating brackets with a built-in mechanism to hold the archwire without rubber bands, providing less friction, shorter orthodontist visits, and greater comfort than traditional braces. Suitable for children, teens, and adults seeking comprehensive orthodontic correction.
• Ceramic Self-Ligating Braces Ceramic or porcelain brackets that blend with natural tooth color for a more discreet appearance than metal braces, while using the same self-ligating technology. Targeted at teens and adults who want fixed appliances with improved aesthetics.
• Invisalign Clear Aligners Clear plastic aligner trays that are removable and nearly invisible, replaced every 1-2 weeks to gradually straighten teeth. Targeted at teens and adults seeking a discreet orthodontic option.
• SureSmile Clear Aligners Custom-made clear aligner trays similar to Invisalign that straighten teeth with removable, virtually invisible trays. Offered as an alternative clear aligner brand for patient choice.
• 3M Clarity Clear Aligners Clear aligners made from patented material that is strong, durable, flexible, and comfortable, and nearly invisible when worn. Offered as part of a multi-brand clear aligner portfolio.
• Early Orthodontic Treatment (Phase 1 / Interceptive) Orthodontic evaluation and interceptive treatment for children, recommended by age 7, to guide jaw growth and address developing dental issues such as crowding, underbite, harmful oral habits, mouth breathing, and thumb sucking before they worsen.
• Adult Orthodontic Treatment Orthodontic services for adults covering crooked teeth, deep bite, anterior crossbite, and jaw misalignment using various appliance options including clear aligners, ceramic braces, and metal braces. Emphasizes discreet options and professional compatibility.
• Surgical Orthodontics (Orthognathic Surgery) Corrective jaw surgery (orthognathic surgery) combined with orthodontic treatment for adults with misaligned jaws requiring surgical intervention. Delivered under Dr. Menendez's fellowship training in Surgical and Craniofacial Orthodontics from Indiana University.
• Free Initial Orthodontic Consultation Complimentary new-patient consultation including digital x-rays, photographs, full clinical evaluation, and treatment planning discussion with Dr. Menendez at no cost and with no commitment. Treatment can often begin the same day as the consultation.

Quantifiable outcome

• Treatment timelines of 9 months (Invisalign) to 17-30 months (braces) based on documented before-and-after cases.
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Smile Brands: DSO supporting affiliated dental practices (including brands like Bright Now! Dental and Castle Dental) that offer orthodontic services. Comparable to Smiles Orthodontics in patient demographic and service mix, but operates at significantly greater scale and geographic reach.
• Western Dental: Large DSO-branded dental chain offering orthodontic services alongside general dentistry. Targets similar value-conscious and insured patient populations as Smiles Orthodontics and competes in overlapping service categories.
• Aspen Dental: DSO-backed branded dental practice chain offering orthodontic services among a broader general dentistry portfolio. Operates as a scaled incumbent competing for the same orthodontic patient demand as Smiles Orthodontics across its national footprint.
• MB2 Dental Solutions: Dental practice management company supporting affiliated dentists and specialists, including orthodontists, across multiple states. Provides a relevant benchmark for what a scaled, multi-location orthodontic platform looks like and is representative of potential DSO partners for Smiles Orthodontics.
• Heartland Dental: Largest US dental support organization providing non-clinical support to dentists and specialists, including orthodontists. Competes for orthodontic patients in markets where it operates supported practices and represents a potential roll-up acquirer for Smiles Orthodontics.
• Pacific Dental Services: Major DSO supporting dental and specialty practices including orthodontics. Provides a benchmark for what scaled, multi-location orthodontic delivery looks like and represents a strategic acquirer profile for Smiles Orthodontics' El Paso operation.

Direct peers

• Byte: DTC clear-aligner brand (acquired by Dentsply Sirona) competing head-to-head with Smiles Orthodontics for adult clear-aligner cases. Overlaps directly on the clear-aligner product category and adult patient persona even though delivery is remote rather than in-clinic.
• SmileDirectClub: Pioneer DTC clear-aligner brand competing for the adult aligner patient segment with Smiles Orthodontics. Although its delivery model (impression kit, remote monitoring) differs from Smiles' in-office approach, both compete for the same consumer demand for affordable, discreet orthodontic treatment.
• Candid: DTC clear-aligner brand that directly competes with Smiles Orthodontics for adults seeking discreet teeth-straightening treatment. While delivery is mail-order rather than in-clinic, Candid targets the same adult aligner patient segment Smiles lists as its primary persona.

Others

• Align Technology: Manufacturer of the Invisalign system that Smiles Orthodontics offers, and operator of Invisalign's own consumer-facing brand. Functions both as a critical supplier (invisalign cases) and as an indirect competitor through its consumer-direct channel, making it a key ecosystem participant in Smiles' service mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGt6wAm9c1kSKritOKVmX8A
• Facebookfacebook.com/Smiles-Orthodontics-Dr-Silvia-Menendez-258026287660328
• Instagraminstagram.com/sorthodontics

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Smiles Orthodontics