North Atlanta Aesthetic Dentistry

What North Atlanta Aesthetic Dentistry does

North Atlanta Aesthetic Dentistry is a single-location dental practice founded by Dr. L. Shawn Gurley, DDS, operating from an office in Alpharetta, Georgia. The practice delivers a comprehensive range of dental services spanning preventive general dentistry, restorative treatments (crowns, bridges, fillings, implant restoration), cosmetic procedures (porcelain veneers, smile makeovers), Invisalign orthodontic treatment, professional teeth whitening, and oral appliance therapy for sleep apnea. The clinical technology stack includes iTero digital scanners for Invisalign consultations, dental laser systems for fillings and bacterial reduction, 3D imaging for treatment planning, and Opalescence professional whitening systems. The practice is staffed by approximately 9 personnel including one lead dentist, two dental hygienists, multiple dental assistants, an office manager, and front desk staff, operating Monday through Thursday from 8 AM to 4 PM.

The business operates on a fee-for-service revenue model, functioning as an out-of-network provider that submits claims to all insurance plans on behalf of patients. Patient acquisition is direct-to-consumer, driven by free Invisalign consultations, local word-of-mouth, search, and an active social media presence across Instagram, Facebook, LinkedIn, and TikTok. To address affordability for higher-ticket procedures, the practice offers in-house interest-free payment plans structured around appointment schedules, alongside third-party financing through Cherry and CareCredit. A strategic partnership with FusionSleep enables the practice to offer sleep apnea oral appliance therapy while delegating medical insurance billing and sleep study coordination, expanding service reach without requiring in-house medical billing capability. The practice is privately held by Dr. Gurley with no outside investment, parent company, or indication of expansion beyond its single Alpharetta location.

Name

North Atlanta Aesthetic Dentistry

Legal name

North Atlanta Aesthetic Dentistry

Website

https://northatlantasmiles.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

North Atlanta Aesthetic Dentistry is a single-location, privately-held dental practice in Alpharetta, Georgia, founded by Dr. L. Shawn Gurley, offering general, restorative, cosmetic, Invisalign, whitening, and sleep apnea services to individual consumer patients using modern dental technology and flexible financing options.

Ownership category

akta.pro rank

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services Revenue: Fee-for-service dental care including routine cleanings, exams, restorative treatments, cosmetic procedures, and orthodontic services. Practice operates as an out-of-network provider but submits claims to all insurance plans on behalf of patients.
2. Payment Plans: In-house payment breakdown options allowing patients to split total treatment costs into smaller payments based on appointment schedule. Also offers financing through Cherry (0% APR options) and CareCredit (healthcare line of credit).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

North Atlanta Aesthetic Dentistry is a single-location dental practice in Alpharetta, Georgia providing comprehensive dental services including general dentistry (cleanings, exams, X-rays, fluoride, periodontal maintenance), restorative dentistry (crowns, bridges, fillings, implant restoration), cosmetic dentistry (porcelain veneers, smile makeovers), Invisalign clear aligner orthodontic treatment, professional teeth whitening using Opalescence systems, and oral appliance therapy for sleep apnea. The practice operates as an out-of-network provider that submits insurance claims on patients' behalf and offers free Invisalign consultations to acquire new patients.

Product overview

North Atlanta Aesthetic Dentistry is a single-location dental practice in Alpharetta, Georgia offering a comprehensive range of dental services. The practice operates as a unified service offering rather than a modular platform. General Dentistry forms the foundation with preventive care including routine cleanings, fluoride treatments, X-rays, and periodontal maintenance. Restorative Dentistry covers crowns, bridges, fillings, implant restoration, and laser treatments. Cosmetic Dentistry includes porcelain veneers, smile transformations, and teeth whitening using Opalescence products (in-office Pro, at-home Advanced, and Whitening Toothpaste). Orthodontic services feature Invisalign clear aligner treatment. Sleep Apnea Treatment provides oral appliance therapy through a partnership with FusionSleep. Additional offerings include custom brux guards and retainers, supported by flexible payment options including in-house payment plans and financing through Cherry and CareCredit.

Differentiator

Problem solved

Functional benefit

Products and services

• General Dentistry Preventive dental care services for individuals and families including routine cleanings every six months, fluoride varnish treatments, dental X-rays (bitewing and panoramic), doctor exams, and periodontal maintenance to support long-term oral health.
• Restorative Dentistry Restorative treatments for patients with damaged, decayed, or missing teeth including crowns and bridges to repair or replace teeth, dental fillings to treat cavities and minor tooth damage, and implant restoration to attach replacement teeth to implants placed by oral surgeons.
• Cosmetic Dentistry Aesthetic dental treatments for adult patients seeking smile enhancements including porcelain veneers (no-prep and traditional), full smile transformations, and cosmetic smile makeovers to improve the appearance of teeth.
• Invisalign Clear Aligner Treatment Clear aligner orthodontic treatment using custom-made removable trays to gradually straighten teeth for adults and teens, typically taking 12-18 months depending on individual case complexity. Includes free initial consultation with panoramic X-ray, smile photo, and iTero 3D digital scan.
• Sleep Apnea Treatment Oral Appliance Therapy (OAT) for adults with mild to moderate obstructive sleep apnea, providing custom-fitted oral appliances as a non-CPAP alternative in collaboration with physicians and sleep specialists through the FusionSleep partnership, which handles medical insurance billing and diagnostic sleep study coordination.
• Teeth Whitening Professional teeth whitening services using Opalescence systems, including Opalescence Pro in-office treatment (40% hydrogen peroxide, results in as little as one hour) and Opalescence Home Advanced at-home prefilled trays (15% hydrogen peroxide, up to 5 shades brighter in 10 days).
• Implant Restoration Final step of dental implant treatment in which the replacement tooth (crown) is attached via abutment to a dental implant previously placed by an oral surgeon, restoring function and appearance for patients with missing teeth.
• In-House Payment Plan Interest-free payment option allowing patients to split total treatment costs into smaller payments based on their appointment schedule, reducing financial barriers to treatment.

Quantifiable outcome

• Teeth whitening can brighten smile by up to 5 shades in just 10 days with at-home Opalescence treatment
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

One partnership is on record.

• FusionSleepcoreStrategic or Co-development PartnerPartnership with FusionSleep for oral sleep appliance treatment. FusionSleep handles medical insurance billing for sleep apnea oral appliances, including submitting claims through medical insurance. They also help coordinate the diagnostic process and sleep study testing needed before treatment. The practice cannot bill to medical insurance in-house, so this partnership is essential for patients using medical insurance for sleep apnea treatment.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Brookhaven Dental Group: General and cosmetic dental practice serving the broader Atlanta metro. Comparable as a regional full-service dental office competing for similar suburban patient demographics.
• Roswell Dental Care: General and cosmetic dental practice in nearby Roswell, Georgia. Comparable as a regional full-service practice competing for the same north-Atlanta suburban patient pool.
• Vinings Dental Center: Full-service dental practice serving the greater Atlanta metro. Comparable as a regional peer with overlapping cosmetic and restorative service offerings.

Broad incumbents

• Aspen Dental: Nationally branded DSO with broad service portfolio including general, restorative, and cosmetic dentistry. Comparable as a scaled incumbent operating in adjacent Atlanta-area locations.
• Heartland Dental: One of the largest dental support organizations in the US, supporting hundreds of affiliated practices. Comparable as a scaled incumbent shaping the competitive backdrop for independent aesthetic practices.
• Coast Dental: Multi-location dental service organization with significant Southeast US presence, including the Atlanta market. Comparable as a larger incumbent offering overlapping general, cosmetic, and restorative services.
• Benevis: Dental support organization with a portfolio of affiliated practices across multiple states. Comparable as a scaled operator shaping local DSO vs. independent practice dynamics.

Direct peers

• Atlanta Dental Spa: Multi-location Atlanta-metro aesthetic dental practice offering cosmetic, restorative, and general dentistry with a spa-like patient experience. Closest direct comparable given shared aesthetic positioning and Atlanta geography.
• Image Dental Specialists: Aesthetic-focused dental practice emphasizing cosmetic and restorative smile design. Comparable as a similarly positioned cosmetic-focused dental brand targeting elective procedure patients.

Emerging players

• SmileDirectClub: Direct-to-consumer clear aligner brand that competes on price and convenience for orthodontic treatment. Comparable as an emerging player targeting the same Invisalign patient segment with a lower-cost alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• Facebookfacebook.com/NAtlantaAestheticDentistry
• LinkedInlinkedin.com/company/north-atlanta-aesthetic-dentistry
• Instagraminstagram.com/northatlantasmiles
• TikToktiktok.com/@northatlantasmiles?_r=1&_t=ZP-94p56zqDt8Q
• Xx.com/drshawngurley

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 North Atlanta Aesthetic Dentistry