What Affinity Dental does

Affinity Dental is a privately-held, single-location dental practice operating in Louisville, Kentucky (Jeffersontown area), previously branded as Lord Family Dental. The practice is owned and operated by Dr. Christina Whitsett, DMD (University of Louisville School of Dentistry, 2007; AEGD residency at University Hospital Cincinnati), who joined Affinity Dental after owning her own Shelbyville, Kentucky practice for over 12 years. A second dentist, Dr. Daniel Stearns, DMD (Rutgers 2017, NYU AEGD residency), also serves the practice. The company offers a comprehensive portfolio of general, cosmetic, restorative, implant, orthodontic, periodontal, and emergency dental services, plus ancillary offerings such as Botox/Juvederm injectables and oral appliances for sleep apnea.

The practice's technology footprint centers on digital radiography, which uses computer sensors to acquire, view, store, and share radiographic images with reduced radiation exposure relative to film-based methods. Clinical workflows rely on standard dental practice software, with digital intake forms completed prior to the first visit. Marketing and patient acquisition are conducted through a multi-channel local digital presence including Google, Yelp, Yahoo Local, Facebook, YouTube, and a blog covering topics such as Invisalign costs and emergency dental care.

The business model is primarily fee-for-service, billed per procedure (preventive, restorative, cosmetic, emergency), with insurance coordination across all major dental plans and patient financing offered through CareCredit. The practice supplements this with the 'Affinity Dental Loyalty Club,' an in-house annual subscription membership plan ($399 Year 1, $303 Year 2 renewal, $250 for children under 15) providing exams, x-rays, cleanings, fluoride, and 20% off other treatments, targeting uninsured patients. Revenue mechanics are entirely retail-consumer, with no enterprise or B2B contracts, and the practice is independently owned with no disclosed institutional investors, parent company, or external funding.

Name

Affinity Dental

Legal name

Dr. Christina Whitsett

Website

https://myaffinitydentalcare.com

Company type

Private

Operating status

Operating

Short description

Affinity Dental is a privately-held, single-location dental practice in Louisville, Kentucky (Jeffersontown) owned by Dr. Christina Whitsett, offering comprehensive general, cosmetic, implant, and orthodontic dental services plus an in-house membership savings plan to local families and individuals.

Ownership category

akta.pro rank

Product category

General and Cosmetic Dentistry Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

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

akta.pro secondary industries

Preventive & Routine General Dentistry (Exams/Cleanings/Sealants/Fluoride) (HLABAAAA), Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care) (HLABAAAJ)

Keywords

• General dentistry services
• Cosmetic dental treatments
• Dental implant surgery
• Family dental care
• Orthodontic clear aligners

Headquarters

HQ city

Louisville

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: The practice generates revenue through fee-for-service dental procedures including preventive care, restorative treatments, cosmetic procedures, and emergency dental care. Services are billed individually based on treatment performed.
2. Dental Insurance Coordination: The practice accepts all major dental insurance plans and works with patients' insurance to maximize benefits. Provides transparent cost estimates before treatment.
3. In-House Membership Plan (Affinity Dental Loyalty Club): Annual membership plan offering discounted dental treatments with many services included for free. Year 1 membership at $399, Year 2 renewal at $303, Children under 15 at $250. Plan includes exams, x-rays, cleanings, fluoride treatments, and 20% off other treatments.
4. Financing Options: The practice offers financing solutions through CareCredit for patients who need payment plan options for dental care.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Affinity Dental is a single-location private dental practice in Louisville, Kentucky that provides comprehensive general, cosmetic, restorative, implant, periodontal, orthodontic, and emergency dental services to families and individuals. Offerings span preventive cleanings, fillings, crowns, bridges, dentures, implants, veneers, teeth whitening, Invisalign clear aligners, sleep apnea oral appliances, oral cancer screening, and aesthetic injectables, delivered through in-office visits supported by digital radiography and an in-house membership savings plan for uninsured patients.

Product overview

Affinity Dental is a general and cosmetic dental practice offering a comprehensive range of dental services. The practice operates as a unified service portfolio organized into general dentistry (preventive, restorative, and emergency care), cosmetic dentistry (whitening, veneers, bonding), and specialized treatments (implants, orthodontics via Invisalign, periodontal care, sleep apnea). The core clinical services include dental cleanings, fillings, extractions, crowns, bridges, dentures, implants, and cosmetic procedures. The practice also offers a proprietary membership savings plan (Affinity Dental Loyalty Club) for uninsured patients, and aesthetic treatments including Botox and Juvederm. All services are delivered through the single-location practice in Louisville, KY, with state-of-the-art technology including digital radiography.

Differentiator

Problem solved

Functional benefit

Products and services

• Dental Cleanings Professional dental cleaning performed by a dentist or dental hygienist to remove plaque, tartar, bacteria, and food debris from hard-to-reach areas of gums and teeth. Offered to patients of all ages as part of preventive care.
• Dental Fillings
• Extractions
• Preventive Program
• Periodontal Treatment
• Oral Cancer Screening
• Crowns & Caps
• Dental Bridges
• Dentures
• Dental Implants
• Teeth Whitening
• Veneers
• Cosmetic Dentistry
• Invisalign Clear Aligners
• Sleep Apnea Treatment
• Night Guards
• Sports Mouthguards
• Digital Radiography
• Botox and Juvederm Injectables
• Emergency Dental Treatment
• Affinity Dental Loyalty Club Savings Plan

Quantifiable outcome

• Membership plan Year 1 provides savings of over $260 on included services
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• American Dental Association (ADA)minorOthersAffinity Dental displays the ADA logo on their website, indicating membership and adherence to ADA standards and guidelines for dental practice.
• InvisaligncoreTechnology or IntegrationAffinity Dental is an authorized provider of Invisalign clear aligners for orthodontic treatment. The practice displays the Invisalign logo, indicating certification and capability to provide Invisalign treatments.
• DDS MarketingminorOthersWebsite design and digital marketing services provided by DDS Marketing, as credited in the website footer.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Heartland Dental: Largest U.S. dental support organization (DSO) supporting thousands of doctor-led practices nationwide. Comparable as a multi-site general/cosmetic dental care operator in the same category Affinity Dental serves, though at vastly larger scale and with DSO infrastructure.
• Western Dental: Large dental and orthodontic care provider with a focus on affordability, insurance acceptance, and uninsured-patient membership programs. Comparable to Affinity Dental's combined insurance + in-house membership strategy and family/emergency care positioning.
• Pacific Dental Services: Major DSO supporting owner dentists across general and specialty practices, with strong investments in modern dental technology. Comparable to Affinity Dental as a multi-specialty dental care provider serving insured and uninsured patients, but at national scale.
• Great Expressions Dental Centers: Multi-state dental care provider delivering general, cosmetic, and specialty services with insurance coordination. Comparable to Affinity Dental for its general/cosmetic/orthodontic service mix and broad-insurance acceptance model.
• Dental Care Alliance: DSO supporting a large network of affiliated dental practices across multiple U.S. states, including general, cosmetic, and specialty services. Comparable to Affinity Dental as a multi-site, multi-specialty dental care operator in the same end-market.
• Jefferson Dental & Orthodontics: Multi-location dental and orthodontic care provider focused on affordable, family-friendly general dentistry and Invisalign/orthodontic services. Comparable to Affinity Dental for its general + orthodontic mix and uninsured/insurance-friendly membership-style offerings.
• Aspen Dental: National DSO with hundreds of branded offices providing general, cosmetic, and emergency dentistry. Comparable because it competes for the same families and individuals seeking affordable, full-service dental care, including implants and clear aligners.

Regional players

• Mortenson Dental Partners: Regional DSO headquartered in the Louisville, KY area supporting family and specialty dental practices across multiple states. Directly comparable as a dental services competitor in Affinity Dental's home market, operating a similar general/cosmetic service mix under a partner-practice model.

Emerging players

• Tend: Tech-enabled, design-forward dental studio chain positioning around patient experience, transparent pricing, and modern equipment. Comparable to Affinity Dental as a modern, single-chair-time-optimized general and cosmetic practice targeting the same consumer-friendly positioning.
• SmileDirectClub: Direct-to-consumer clear-aligner brand competing for orthodontic case starts. Comparable to Affinity Dental as an alternative channel for the same cosmetic orthodontic services (Invisalign/clear aligners) Affinity offers, though via a different delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/LordFamilyDental
• Facebookfacebook.com/AffinityDentalJeffersontown
• Xx.com/lordfamdental

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Affinity Dental