New Smile Orthodontics

What New Smile Orthodontics does

New Smile Orthodontics is a privately held orthodontic practice founded in 2011 by Dr. Michael Castagna, DDS, operating two physical office locations in Dunellen and Madison, New Jersey. The practice serves children, teenagers, and adults across Somerset County and Morris County, with a stated focus on the latter growing adult segment. Clinical offerings span four brace systems — traditional nickel-free metal braces, 3M Unitek Clarity ceramic brackets, custom lingual (behind-the-teeth) braces, and Invisalign clear aligners — supported by auxiliary orthodontic appliances (expanders, Forsus, Nance, palatal expanders, elastics, retainers). Higher-acuity services include orthognathic (corrective jaw) surgery and dentofacial orthopedics for early intervention in children ages 7–10, plus Phase I interceptive and Phase II comprehensive treatment programs.

The underlying technology stack is conventional clinical orthodontic hardware combined with modern treatment modalities rather than proprietary or platform-based technology. The practice employs Invisalign's custom-molded aligner system and 3M's ceramic bracket system as third-party-supplied core technology, with no disclosed proprietary software, AI-assisted treatment planning, or digital workflow platform. Patient acquisition runs through a direct-to-consumer model: free initial consultations (15 minutes), a website with online appointment request, and an active social media presence on Facebook, YouTube, and Instagram, supplemented by a formal Refer-a-Patient program and patient reviews.

Revenue is generated through per-case orthodontic treatment fees with multi-month payment plans, full-payment discounts, and CareCredit third-party financing. The practice also handles insurance coordination, submitting predetermination and initial claims on behalf of patients. The firm employs 51–100 staff across both locations, including Dr. Castagna, treatment coordinators, schedulers, and dental assistants. New Smile holds no disclosed funding, no parent company, no subsidiaries, and no partnerships beyond professional association memberships (AAO, ADA, NJDA). The business was recognized as a Jersey's Choice Dentist by New Jersey Monthly in 2025.

Name

New Smile Orthodontics

Legal name

New Smile Orthodontics

Website

https://ilovemynewsmile.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

New Smile Orthodontics is a privately held, two-location orthodontic practice in Dunellen and Madison, NJ, founded in 2011 by Dr. Michael Castagna. It serves children, teens, and adults with metal, ceramic, lingual, and Invisalign treatments, plus orthognathic surgery.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

akta.pro industry

PRIMARYHLABABAA

Comprehensive Orthodontic Clinics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABABAD

Clear Aligner Orthodontics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABABAE

Traditional Braces (Metal/Ceramic/Lingual) Providers

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABABAC

Adult Orthodontics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

Keywords

• Orthodontic treatment services
• Invisalign clear aligners
• Traditional metal braces
• Orthognathic jaw surgery
• Orthodontic retainers and appliances

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: The practice generates revenue through orthodontic treatment fees charged to patients. Treatment costs vary depending on individual needs and treatment plans. The practice offers payment plans extending over several months, full payment discounts at treatment onset, and accepts various credit cards. CareCredit financing is also available for patients needing low monthly payment options.
2. Insurance Coordination: The practice assists patients with insurance claims and paperwork, submitting both predetermination and initial insurance claims. They accept payments from insurance companies assigned to them by insured patients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

New Smile Orthodontics is a private orthodontic practice that diagnoses, plans, and delivers tooth alignment and bite correction treatments for children, teens, and adults at two New Jersey offices in Dunellen and Madison. The practice sells four main brace/aligner systems (traditional metal, Clarity ceramic, custom lingual, and Invisalign clear aligners), supported by orthodontic appliances, removable and fixed retainers, orthognathic surgery, and Phase I/II interceptive treatments. Revenue is generated through per-case orthodontic treatment fees, insurance coordination, payment plans, and CareCredit financing.

Product overview

New Smile Orthodontics provides specialized orthodontic care for children, teens, and adults through two practice locations in Dunellen and Madison, NJ. The practice offers a comprehensive portfolio of orthodontic treatments centered around four main brace systems: Traditional Metal Braces (nickel-free high-grade steel), Clarity Ceramic Braces (3M Unitek translucent ceramic brackets), Lingual Braces (placed behind teeth), and Invisalign Clear Aligners (removable aligners). These core products are supported by various orthodontic appliances including bands, expanders, elastics, and retainers. The practice also provides surgical procedures (orthognathic surgery) and early intervention treatments (Phase I interceptive treatment and dentofacial orthopedics) for younger patients. Treatment is available for various malocclusion types including Class II, Class III, crossbite, crowding, and spacing issues.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Metal Braces Traditional nickel-free high-grade steel braces that are smaller and more comfortable than older versions, with patient-selectable colored elastics changed at each appointment; for children, teens, and adults needing standard orthodontic correction.
• Clarity Ceramic Braces Clear or translucent ceramic brackets made by 3M Unitek that blend with natural tooth color and resist staining and discoloration, providing a discreet alternative to metal braces while maintaining similar orthodontic functionality; targeted at patients wanting less visible fixed appliances.
• Lingual Braces Braces placed on the rear (lingual) surface of teeth, making them virtually invisible from the front; custom-designed to fit each patient's unique tooth contours; for patients prioritizing a fully hidden orthodontic treatment option.
• Invisalign Clear Aligners A series of clear, removable aligners that gradually straighten teeth without metal bands or wires; custom-molded using Invisalign technology and replaced approximately every two weeks as teeth shift; for patients — especially adults and image-conscious teens — seeking a removable, discreet orthodontic option.
• Orthognathic Surgery Corrective jaw surgery performed in conjunction with orthodontic treatment to address abnormalities of the facial bones, jaws, and teeth, improving chewing, speaking, sleeping, and facial appearance; for patients with significant jaw discrepancies that cannot be corrected by orthodontics alone.
• Dentofacial Orthopedics Early-intervention treatment for children ages 7-10 using orthopedic appliances to alter or reshape the jaws and supporting bone structure before facial growth is complete; for younger patients needing growth modification.
• Retainers Retention devices — both removable and fixed bonded retainers — worn after active orthodontic treatment to maintain tooth alignment while surrounding bone and soft tissues adapt; for all patients completing active orthodontic care.
• Malocclusion Treatment Orthodontic treatment for various malocclusion types including Class II, Class III, crossbite, crowding, excessive gingival display (gummy smile), incisor overbite (deep bite), openbite, pseudo Class III, and spacing issues; for patients presenting with specific bite or alignment diagnoses.
• Free Initial Orthodontic Consultation A complimentary initial examination and consultation (~15 minutes) for prospective patients to receive an orthodontic evaluation before committing to a treatment plan and associated fees.

Quantifiable outcome

• Free initial consultation available for all new patients
• +2 more outcomes

Named customers5 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

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Smile Doctors: Smile Doctors is the largest orthodontic-focused DSO in the U.S., operating hundreds of branded orthodontic offices offering metal, ceramic, lingual, and Invisalign treatments. It is the most directly comparable scaled peer to New Smile's orthodontic clinic model.

Broad incumbents

• Smile Brands: Smile Brands is a multi-brand DSO (Smile Brands, Bright Now! Dental, etc.) offering general and orthodontic care across many states. Comparable as a broad dental-services incumbent with orthodontic offerings.
• Western Dental & Orthodontics: Western Dental operates hundreds of dental and orthodontic offices, primarily in the western and southern U.S. It is a broad incumbent comparable in service mix (braces, Invisalign, orthognathic support) rather than geography.
• Great Expressions Dental Centers: Great Expressions is a multi-location DSO providing general, specialty, and orthodontic care across the eastern U.S. It overlaps with New Smile's orthodontic service line within a broader dental practice portfolio.
• Aspen Dental: Aspen Dental is a large multi-specialty DSO with hundreds of locations offering general dentistry plus orthodontic services. It competes for the same NJ patients but as part of a much broader dental portfolio.
• Heartland Dental: Heartland Dental is the largest U.S. dental support organization, supporting hundreds of offices including orthodontic offerings. It is comparable as a scaled DSO incumbent that competes for orthodontic patients and clinical talent.
• Pacific Dental Services: Pacific Dental Services is a large dental support organization whose supported offices include orthodontic services. Comparable as a scaled DSO incumbent competing for both patients and orthodontic clinicians.

Others

• Align Technology: Align Technology is the manufacturer of Invisalign and iTero scanners, supplying the core clear-aligner product New Smile relies on. It is a critical supplier and ecosystem participant rather than a direct competitor.

Regional players

• Diamond Braces: Diamond Braces operates a multi-location orthodontic chain concentrated in New York and New Jersey, offering braces and Invisalign with similar financing structures. It directly overlaps New Smile's NJ catchment and treatment mix.

Emerging players

• Candid Co. Candid is a direct-to-consumer clear-aligner brand offering at-home orthodontic treatment under remote orthodontic supervision. It is an emerging competitor targeting the same adult patient segment for mild cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCVxi5izgbGVtcpIUMafozbw
• Facebookfacebook.com/pages/New-Smile-Orthodontics/406700846025107?ref=ts&fref=ts
• Instagraminstagram.com/new_smile_ortho

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 New Smile Orthodontics