Palmetto Family Orthodontics

What Palmetto Family Orthodontics does

Palmetto Family Orthodontics is a private, doctor-owned orthodontic practice founded in 2007 and headquartered in Greenville, South Carolina, operating four physical clinic locations across the Upstate South Carolina region (Verdae-Greenville, East Faris-Greenville, Duncan Chapel-Travelers Rest, and North Grove-Spartanburg). The practice delivers comprehensive orthodontic care to three patient segments: children (early interceptive treatment from approximately age 7), teens, and adults, with a clinical team of five board-certified orthodontists trained at institutions including the Medical University of South Carolina, Medical College of Virginia, and the Dental College of Georgia. Core service offerings include Invisalign clear aligner therapy (across Invisalign First for kids, Invisalign Teen, and adult Invisalign) and braces (Damon self-ligating, metal, and Damon Clear ceramic), supplemented by specialized airway orthodontics for sleep-disordered breathing, post-treatment retainers, and emergency orthodontic care.

The practice is supported by digital clinical technology including iTero intraoral 3D scanning and Cone-Beam Computed Tomography (CBCT) imaging for diagnostics and treatment planning, plus a SmileSnap-powered virtual consultation platform that enables remote pre-screening. Palmetto is a Blue Diamond Plus Invisalign provider, placing it in the top 1% of Invisalign providers nationally and ranking #1 in South Carolina by case volume. The practice has accumulated nearly 1,000 five-star Google reviews across its locations.

Revenue is generated primarily through fees for orthodontic treatment plans, with Invisalign cases priced at $3,000-$7,000 depending on complexity and treatment duration, structured as multi-year contracts. The practice is in-network with several insurance carriers, accepts cash, check, credit card, HSA/FSA, and CareCredit, and offers in-house financing at 0% interest with low down payments. Patient acquisition is sales-led, anchored on free in-person or virtual consultations, and supported by organic digital channels (Facebook, Instagram, TikTok, blog content) and patient referrals. No private equity, venture capital, or parent company ownership is indicated; the practice appears to be independently physician-owned and operated.

Name

Palmetto Family Orthodontics

Legal name

Palmetto Family Orthodontics

Website

https://palmettofamilyortho.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Palmetto Family Orthodontics is a private, doctor-owned orthodontic practice operating four locations in Upstate South Carolina, providing Invisalign, braces, and airway orthodontics to children, teens, and adults. The practice is a Blue Diamond Plus Invisalign provider ranked #1 in South Carolina and top 1% nationally.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

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

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Orthodontic Group Practices (HLABAKAC), Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE), Sleep & Airway Orthodontics (OSA Appliances/Expansion) (HLABABAI), Interceptive/Phase I Pediatric Orthodontics (HLABAGAG), Adult Orthodontics (HLABABAC), Orthodontic Emergency & Repair Services (HLABABAL)

Keywords

• Orthodontic care services
• Clear aligner therapy
• Braces treatment
• Pediatric orthodontics
• Airway orthodontics

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Fees: The practice generates revenue primarily through fees charged for orthodontic treatment plans, which include braces and Invisalign clear aligner therapy. Treatment costs vary based on case complexity and duration. The practice is in-network with several insurance carriers and offers in-house financing with 0% interest and low down payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Palmetto Family Orthodontics is a private orthodontic practice that sells orthodontic treatment services, primarily Invisalign clear aligners and traditional braces (Damon self-ligating, metal, and ceramic), delivered by board-certified orthodontists across four physical clinics in Upstate South Carolina. The practice also offers specialized services including airway-focused orthodontics, Phase 1/early interceptive treatment for children as young as 7, and post-treatment retainers, supported by in-house digital diagnostic equipment (iTero 3D scanners, CBCT) and remote virtual consultations via SmileSnap.

Product overview

Palmetto Family Orthodontics is a family-oriented orthodontic practice providing comprehensive orthodontic care since 2007 across four Upstate South Carolina locations (Verdae, East Faris, Duncan Chapel, and Spartanburg). The practice offers a unified portfolio centered around two core treatment modalities—Invisalign clear aligners and traditional braces (including Damon System self-ligating, metal, and ceramic options)—complemented by specialized services including Airway Orthodontics for sleep and breathing issues, Early/Interceptive Treatment for children as young as 7, and post-treatment retainers. The practice differentiates as a Blue Diamond Plus Invisalign provider (top 1% nationwide) and the #1 provider in South Carolina. Supporting technology includes iTero 3D scanners and CBCT imaging for digital treatment planning, plus a SmileSnap-powered virtual consultation platform for remote patient evaluation.

Differentiator

Problem solved

Functional benefit

Products and services

• Invisalign Clear Aligner Treatment Custom-made removable clear aligners that gently move teeth into proper alignment. Available for kids, teens, and adults. Palmetto Family Orthodontics is a Blue Diamond Plus Invisalign provider in the top 1% of all providers nationwide.
• Braces Treatment Traditional orthodontic treatment using brackets and wires to apply gentle constant pressure for tooth alignment. Available in multiple types including Damon System (self-ligating), metal, and ceramic (clear) braces for kids, teens, and adults.
• Airway Orthodontics Specialized orthodontic treatment focusing on the alignment of the face and jaw to address breathing obstruction, sleep apnea, and sleep-disordered breathing. Includes collaboration with ENT, pediatric, and myofunctional providers for comprehensive airway care.
• Early Orthodontic Treatment (Interceptive / Phase 1) Phase 1 orthodontic treatment for children starting around age 7 to guide jaw development, create space for incoming teeth, maximize airway, and ensure a healthy bite. Includes options such as palatal expanders, partial braces, and Invisalign First.
• Virtual Orthodontic Consultation Remote orthodontic consultation service powered by SmileSnap allowing patients to submit selfies of their teeth and receive treatment recommendations from home without requiring an in-person office visit.
• Orthodontic Retainers Custom retainers (clear, Hawley, or bonded) provided after completing braces or Invisalign treatment to maintain tooth alignment and protect the results long-term.
• Emergency Orthodontic Treatment Same-day emergency appointments for issues such as broken brackets, poking wires, lost aligners, or other orthodontic emergencies to keep treatment on track.

Quantifiable outcome

• Nearly 1,000 five-star patient reviews across all locations

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Others

• Align Technology: Align Technology is the manufacturer of Invisalign clear aligners and iTero intraoral scanners — both of which are core technologies used by Palmetto Family Orthodontics. Not a direct competitor but a key supplier and ecosystem participant whose provider-tiering program drives Palmetto's primary brand differentiation.

Emerging players

• Byte: Byte (now part of Dentsply Sirona) was a direct-to-consumer clear-aligner brand offering at-home orthodontic treatment. Comparable to Palmetto's Invisalign offering in patient demographic and treatment outcome, but delivered remotely rather than via in-person clinical care.
• Candid (Candid Co.): Candid is a direct-to-consumer clear-aligner company that provides at-home orthodontic treatment supervised by orthodontists. Partially overlapping with Palmetto's Invisalign offering — same end-customer (adults seeking teeth straightening) but delivered via remote/digital channels rather than in-office care.

Direct peers

• Smile Doctors: Smile Doctors is the largest ortho-focused dental support organization (DSO) in the U.S., supporting hundreds of orthodontic practice locations with Invisalign and braces services. Directly comparable to Palmetto as a multi-location orthodontic care provider; the contrast is ownership/affiliation model (PE-backed DSO vs. independent).
• Specialty Dental Brands: Specialty Dental Brands is a specialty-focused DSO with a strong orthodontic practice affiliation program. Directly comparable to Palmetto Family Orthodontics in orthodontic service delivery, organizational structure (multi-location groups), and growth trajectory via affiliations.
• Rock Dental Brands: Rock Dental Brands is a DSO with a heavy orthodontic specialty focus, supporting affiliated practices across multiple states. Directly comparable to Palmetto in service mix (Invisalign, braces, multi-doctor group practices), with the key difference being DSO affiliation vs. independent ownership.

Broad incumbents

• Heartland Dental: Heartland Dental is the largest dental support organization in the U.S., supporting thousands of general and specialty dental offices. Comparable to Palmetto in service category (dental/orthodontic care delivery) but as a broad incumbent with general dentistry as its primary focus rather than orthodontic specialization.
• Aspen Dental: Aspen Dental is a large DSO supporting hundreds of multi-specialty dental offices including orthodontic services. Comparable to Palmetto as a multi-location dental services provider but as a broad incumbent with general dentistry at its core, not orthodontic specialization.
• Western Dental & Orthodontics: Western Dental is a large multi-specialty dental practice chain with significant orthodontic service offerings across many locations. Comparable to Palmetto as a multi-location orthodontic services provider but as a broad incumbent serving different geographies and demographics.
• Pacific Dental Services: Pacific Dental Services is a major DSO supporting hundreds of dental offices including specialty practices. Comparable to Palmetto in the dental services delivery model but as a broad incumbent with general dentistry emphasis rather than orthodontic specialization.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PalmettoFamilyOrthodontics
• Instagraminstagram.com/palmettofamilyortho
• TikToktiktok.com/@palmettofamilyortho
• LinkedInlinkedin.com/company/palmetto-orthodontics

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 Palmetto Family Orthodontics