What Puntillo & Crane Orthodontics does

Puntillo & Crane Orthodontics is a private, board-certified orthodontic practice founded in 1994 and headquartered in Crown Point, Indiana. The practice provides traditional metal braces, ceramic clear braces, and Invisalign clear aligner therapy, plus TMJ treatment, to children, teenagers, adults, and families across Northwest Indiana through four office locations in Crown Point, Schererville, Valparaiso, and Merrillville. It is led by three American Board of Orthodontics-certified orthodontists — Dr. Anthony Puntillo (founder), Dr. Christopher Crane, and Dr. Carolyn Gardiner — and holds Invisalign Platinum+ Provider status, placing it among the most experienced aligner providers in the region.

The practice operates a fee-for-service clinical model where treatment typically spans 12 to 36 months and is paid through insurance, in-office financing, credit card, or flexible payment plans. Underlying clinical technology consists of digital X-rays, 3D digital scanning for aligner fabrication, and the Invisalign clear aligner system; patient-facing infrastructure includes an Ortho2-powered patient portal, online scheduling, SMS/text intake, and a "Puntillo Points" rewards program. Retainers and follow-up visits generate ongoing post-treatment revenue.

Customer acquisition is community-led: the practice actively sponsors Crown Point Community Schools, Lake Central School Corporation, St. Mary Community School, the Dawn Brancheau Foundation, and local sports and clubs, and supplements this with a Refer-a-Friend program, blog/content marketing, and a substantial base of 845+ five-star Google reviews. The practice has accumulated over 20,000 patient outcomes over 30+ years and has received The Times Best of the Region award in 2022, 2024, 2025, and 2026. It operates as a professional corporation (Puntillo & Crane Orthodontics PC) under Indiana jurisdiction with no disclosed outside equity, debt financing, or acquisition activity.

Name

Puntillo & Crane Orthodontics

Legal name

Puntillo & Crane Orthodontics PC

Website

https://pandcsmiles.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Puntillo & Crane Orthodontics is a private, board-certified orthodontic practice serving children, teens, adults, and families in Northwest Indiana from four offices, offering metal braces, clear braces, Invisalign, and TMJ treatment with Platinum+ Invisalign Provider status.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE)

akta.pro secondary industries

Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC)

Keywords

• Orthodontic treatment services
• Traditional metal braces
• Ceramic clear braces
• Invisalign clear aligners
• Orthodontic patient care

Headquarters

HQ city

Crown Point

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: Fee-for-service orthodontic treatment including braces (traditional and clear) and Invisalign. Treatment typically spans 12-36 months. Patients pay through insurance, financing, or direct payment. Retainers and follow-up visits provide ongoing revenue.
2. Financing and Payment Plans: In-office financing options, credit card payments, and flexible payment plans. Accepts most major insurance plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Puntillo & Crane Orthodontics is a multi-location orthodontic practice that provides teeth-straightening treatments including Traditional Metal Braces, Ceramic Clear Braces, and Invisalign clear aligners to children, teens, and adults. The practice complements its treatment offerings with complimentary new-patient consultations, digital X-rays, 3D scanning, in-office financing, and retainers with follow-up visits.

Product overview

Puntillo & Crane Orthodontics offers a unified orthodontic practice providing three main treatment options: Traditional Braces (metal braces for comprehensive tooth movement), Clear Braces (ceramic braces for aesthetic appeal), and Invisalign (removable clear aligners for discreet treatment). The practice serves patients of all ages across four Northwest Indiana locations with personalized treatment planning, flexible financing options, and a rewards program.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Braces Metal braces that apply continuous pressure to gradually move teeth into correct positions; appropriate for treating severe crowding, gaps, and bite issues across pediatric, teen, and adult patients.
• Clear Braces Ceramic tooth-colored braces that blend with natural teeth for a more aesthetic orthodontic treatment option while maintaining the effectiveness of traditional braces, recommended for patients seeking a discreet appearance.
• Invisalign Clear Aligners Custom-made clear plastic trays that gradually move teeth into ideal position using advanced digital scanning technology; each set of trays is worn for about one to two weeks, ideal for teens and adults seeking discreet orthodontic treatment.
• Comprehensive New Patient Consultation with Digital X-rays Complimentary initial consultation that includes digital X-rays and a thorough oral evaluation to support customized orthodontic treatment planning for prospective patients.

Quantifiable outcome

• Over 20,000 smiles created in 30+ years of service
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Crown Point Community School CorporationcoreOthersSupports many different clubs and sports in the Crown Point School System. Practice opened its first location right in Crown Point in 1994.
• Lake Central School CorporationcoreOthersProud to sponsor patients and families from the Lake Central School Corporation in many areas including band, clubs, and sports.
• St. Mary Community School of Crown PointminorOthersCorporate sponsor supporting St. Mary Community School of Crown Point and the next generation of students.
• Dawn Brancheau FoundationminorOthersSupports the Dawn Brancheau Foundation due to their dedication to improving lives of children and animals in need, inspiring others to follow their dreams, and promoting the importance of community service.
• Apraxia Kids - Walk for ApraxiaminorOthersSupports the Walk for Apraxia event to help children with childhood apraxia of speech receive intensive speech therapy.
• Merrillville Education FoundationminorOthersCommunity support through the Merrillville Education Foundation and various local clubs, schools, and sports programs.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Imagen Dental Partners: DSO focused on specialty dental practices including endodontics, periodontics, and orthodontics. Comparable as a specialty-leaning DSO consolidator that is an active acquirer of ortho practices.
• Great Expressions Dental Centers: Multi-location dental group practice operator with general dentistry and orthodontic services. Comparable as a regional/multi-state dental platform that competes for patients in the orthodontic service line.
• Pacific Dental Services: Large DSO supporting dental and orthodontic practices with technology, billing, and procurement. Adjacent platform with similar multi-site service delivery model and increasingly visible specialty (including ortho) focus.
• Aspen Dental: Nationally branded DSO with general dentistry and orthodontic service lines across the US. Broad incumbent overlap in multi-location dental/orthodontic delivery and payer-negotiation capability.
• Heartland Dental: Largest US dental support organization providing non-clinical support to dental and orthodontic offices nationwide. Comparable as a multi-location, multi-state DSO platform that could acquire or compete with Puntillo & Crane.

Direct peers

• Smile Doctors: Largest US orthodontic DSO operating multi-location orthodontic specialty practices with affiliated dentists. Directly comparable as a multi-site orthodontics-only group that has rolled up independent practices into a regional/national footprint.

Emerging players

• Candid Co. Direct-to-consumer and dentist-network clear aligner company focused on at-home treatment. Comparable to the practice's Invisalign offering as a hybrid in-office/remote-monitoring aligner competitor.
• SmileDirectClub: Direct-to-consumer clear aligner brand that historically bypassed in-office orthodontists. Overlaps with Puntillo & Crane's Invisalign offering as a substitute/competing channel for adult aligner patients.

Others

• Align Technology: Maker of the Invisalign clear aligner system and iTero scanners that the practice relies on for its Platinum+ Invisalign offering. Not a competitor but a critical technology and supply-chain partner.

Regional players

• Gorman & Bunch Orthodontics: Indiana-based multi-location orthodontic specialty practice with similar service mix (braces, Invisalign) across central Indiana. Comparable regional ortho-only specialty group competing for similar patient demographics within the broader Indiana market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/puntilloortho
• Xx.com/PuntilloCraneOr
• LinkedInlinkedin.com/company/puntillo-and-crane-orthodontics-pc

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Puntillo & Crane Orthodontics