Just Orthodontics

What Just Orthodontics does

Just Orthodontics is a private, family-owned orthodontic practice founded in 1919, operating two clinical locations in Sheboygan and Manitowoc, Wisconsin. The practice is led by third- and fourth-generation orthodontists from the Just family (Dr. Jeff Just and Dr. Ethan Just) alongside Dr. Sarah Ovard, serving children, teens, and adults across Northeastern Wisconsin. Its core treatments are Invisalign clear aligners (including Invisalign First for children and Invisalign Teen with compliance indicators) and American Orthodontics Empower self-ligating braces in metal and ceramic options, supplemented by Phase 1 early orthodontics, palatal expanders, space maintainers, retainers, and custom sports mouthguards.

The underlying technology stack centers on third-party orthodontic hardware and software: Empower self-ligating braces manufactured locally in Sheboygan combined with a patented digital bracket placement system for customized tooth movement, plus Invisalign's ClinCheck 3D simulation and SmartTrack polymer aligners. There is no proprietary AI/ML or software product developed in-house; the practice's differentiation rests on clinical expertise, locally-sourced hardware, and long-tenured patient relationships rather than technology ownership.

The business model is direct-to-consumer orthodontic services with per-treatment pricing of $2,000–$7,000, multi-month to multi-year treatment contracts, free initial consultations, and 0% in-house long-term financing. Revenue is generated through orthodontic treatment services, insurance processing (all PPO and private insurance, Delta Dental premier provider), and ancillary sales such as replacement retainers offered at cost. Patient acquisition is community-led, driven by 12 consecutive years of Best of the Lakeshore awards, local sponsorships, word-of-mouth referrals, and a Smilesnap-powered virtual consultation channel.

Name

Just Orthodontics

Legal name

Just Orthodontics

Website

https://justorthodontics.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

1–10 employees

Short description

Just Orthodontics is a family-owned orthodontic practice serving children, teens, and adults in Northeastern Wisconsin from offices in Sheboygan and Manitowoc. It offers Invisalign clear aligners and Empower self-ligating braces with free consultations and 0% in-house financing.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro industry

PRIMARYHLABABAA

Comprehensive Orthodontic Clinics

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

SECONDARYHLABABAB

Pediatric Orthodontics

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

SECONDARYHLABABAF

Early Interceptive Orthodontics (Phase I)

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

SECONDARYHLABABAD

Clear Aligner Orthodontics

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

SECONDARYHLABAKAC

Orthodontic Group Practices

Healthcare & Life Sciences/Dental Care Services/Dental Service Organizations (DSOs) & Group Practices

Keywords

• Orthodontic treatment
• Invisalign clear aligners
• Self-ligating braces
• Children orthodontic care
• Adult teeth straightening

Headquarters

HQ city

Sheboygan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Orthodontic Treatment Services: Comprehensive orthodontic treatment services including braces (Empower metal and ceramic) and Invisalign clear aligners for kids, teens, and adults. Revenue generated through treatment plans with flexible financing options including 0% in-house long-term financing.
2. Retainer Sales: Replacement retainers offered at cost to ensure patients maintain their smile results. This is a secondary revenue stream priced below market average.
3. Insurance Processing: Accepts and processes all PPO and private insurance plans. Premier provider with Delta Dental. Works with patients' insurance to maximize coverage.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Just Orthodontics is a family orthodontic practice providing teeth-straightening treatments for children, teens, and adults across two Wisconsin locations. Core offerings include Invisalign clear aligners (including Invisalign First for kids and Invisalign Teen) and American Orthodontics Empower self-ligating braces (metal and clear ceramic) with customized digital bracket placement. The practice also delivers Phase 1/early orthodontic interventions, palatal expanders, space maintainers, retainers, and custom sports mouthguards, supported by free initial consultations and 0% in-house financing.

Product overview

Just Orthodontics is a specialized orthodontic practice offering a comprehensive portfolio of teeth-straightening treatments for kids, teens, and adults. The core offerings center on two main treatment modalities: clear aligner systems (Invisalign, including Invisalign First for children and Invisalign Teen with compliance indicators) and self-ligating braces (American Orthodontics Empower Braces in metal and ceramic options). Supporting treatments include Phase 1/Early Orthodontics for young children, Palatal Expanders, Space Maintainers, and post-treatment Retainers. The practice also offers Custom Sports Mouthguards. Treatment is available at two Wisconsin locations (Sheboygan and Manitowoc) with free initial consultations and 0% in-house financing.

Differentiator

Problem solved

Functional benefit

Products and services

• Invisalign First Clear aligner treatment designed for children with primary (baby) teeth to correct developing issues with teeth placement and bite, guiding proper jaw and airway development for young patients.
• Teen Invisalign Virtually invisible clear aligner treatment for teenagers with compliance indicators (blue dots that fade) and eruption tabs to hold space for teeth still developing. Most teens complete treatment within 12-18 months.
• Adult Invisalign Discreet clear aligner treatment for adults offering a nearly invisible way to straighten teeth without traditional braces, with removable aligners for eating and oral hygiene.
• Empower Braces (Metal and Clear Ceramic) Self-ligating braces system manufactured locally in Sheboygan, Wisconsin. Available in metal and clear ceramic options with no cost difference, reducing friction and allowing more efficient tooth movement.
• Empower 2 with Customized Digital Bracket Placement Empower 2 braces combined with patented digital bracket placement software for faster treatment results, customized to fit each patient's unique dental anatomy.
• Phase 1 Orthodontics (Early Orthodontics) Early orthodontic intervention for children ages 6-10 in mixed dentition stage, focusing on jaw development, airway development, and creating space for permanent adult teeth.
• Palatal Expanders Custom-fitted orthodontic appliances that gradually widen the upper jaw through gentle pressure, creating space for emerging permanent teeth and addressing crossbites and narrow dental arches.
• Custom Sports Mouthguards Custom-fitted mouthguards for sports delivering improved results and more comfortable fit, with team-wide discounts for athletic organizations.

Quantifiable outcome

• Approximately 80% of Invisalign Teen patients report having a positive experience and final result
• +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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• American OrthodonticscoreTechnology or IntegrationJust Orthodontics uses American Orthodontics Empower Self-Ligating Braces system, which is manufactured locally in Sheboygan, Wisconsin. This partnership provides the latest in orthodontic technology while supporting local manufacturing and community jobs.
• Healthy Teeth Healthy Communities of Manitowoc CountyminorStrategic or Co-development PartnerCommunity health initiative membership focused on promoting dental health in Manitowoc County.
• Manitowoc Sunrise Rotary ClubminorStrategic or Co-development PartnerService organization membership supporting community development and charitable initiatives in the Lakeshore area.
• Manitowoc Calumet County Dental SocietyminorStrategic or Co-development PartnerProfessional dental society membership connecting Just Orthodontics with the broader dental professional community.
• Coolest CoastminorGTM or Marketing PartnerProud sponsors of the Coolest Coast, a comprehensive guide for visitors and new residents of the Lakeshore area.
• Grow It Forward / Feeding Our Future ProgramminorStrategic or Co-development PartnerJust Orthodontics serves as a drop-off location for the UWGB Gateway to Phoenix Success class with Grow It Forward and their Feeding Our Future Program.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Midwest Dental: Regional dental group practice with locations concentrated in the Midwest, including Wisconsin, offering general dentistry and orthodontic services. Comparable to Just Orthodontics as a Midwest-based clinical operator with overlapping patient geography and service mix, though Midwest Dental is structured as a larger group practice rather than a single family-owned brand.

Broad incumbents

• Align Technology: Manufacturer of Invisalign and iTero scanners, and a key vendor and category-defining incumbent in the orthodontic clear aligner space. Comparable to Just Orthodontics because Align's Invisalign product is a core offering within Just Orthodontics' portfolio, and Align's pricing, product roadmap, and competitive moves directly shape the practice's economics.
• Smile Brands: Dental support organization supporting affiliated dental practices offering general dentistry and specialty services. Comparable to Just Orthodontics as a multi-location clinical operator competing for orthodontic patients, though Smile Brands operates at materially larger scale and through a DSO affiliation model.
• Western Dental: Multi-state dental services organization offering general dentistry and orthodontic services, particularly across the western and southern United States. Comparable to Just Orthodontics as a clinical operator offering orthodontic treatment within a broader dental services portfolio, though Western Dental operates at significantly greater scale.
• Dentsply Sirona: Global dental equipment and consumables manufacturer, including the SureSmile clear aligner system and orthodontic imaging tools. Comparable to Just Orthodontics as an orthodontic technology incumbent whose products (clear aligners, imaging, brackets) compete with or complement the practice's Invisalign and Empower offerings.
• Aspen Dental: Large multi-location dental services organization offering general dentistry, specialty care including orthodontics, and denture services across the United States. Comparable to Just Orthodontics as a competing clinical operator for orthodontic and dental patients, with substantially greater scale and standardized operating model.
• Pacific Dental Services: Dental support organization supporting hundreds of practices across the United States with general dentistry and specialty services including orthodontics. Comparable to Just Orthodontics as a multi-location clinical operator serving similar patient demographics, with substantially greater scale and centralized back-office infrastructure.
• Heartland Dental: Largest dental support organization in the United States, supporting hundreds of dental offices across general dentistry and specialty services including orthodontics. Comparable to Just Orthodontics as a multi-location clinical operator serving similar patient demographics, though Heartland Dental is significantly larger, more diversified across dental services, and backed by private equity.

Emerging players

• Candid: Hybrid clear aligner company that combines DTC remote treatment with in-office orthodontist oversight. Comparable to Just Orthodontics as a competing channel for adult clear aligner cases, though Candid's primary distribution and brand promise lean more digital and remote than the Just Orthodontics in-office model.

Direct peers

• Smile Doctors: Largest orthodontic-focused DSO in the United States with hundreds of practice locations. Most directly comparable peer to Just Orthodontics because both deliver multi-modality orthodontic treatment (braces and clear aligners) to kids, teens, and adults through a clinic-based model, although Smile Doctors operates at significantly greater scale and with private equity backing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Just.Orthodontics
• Facebookfacebook.com/OrthoJust
• Instagraminstagram.com/justortho
• TikToktiktok.com/@justortho
• Xx.com/just_ortho
• LinkedInlinkedin.com/company/just-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 Just Orthodontics