What Roanoke Valley Orthodontics does

Roanoke Valley Orthodontics is a privately held orthodontic practice founded in fall 2014 when Dr. David L. Jones and his wife Justine acquired Dr. McCorkle's Roanoke practice and relocated from Richmond, Virginia. The practice operates three office locations — two in Roanoke (Peters Creek Road and Cypress Park Drive) and one in Rocky Mount — serving children, adolescents, adults, and families across the Roanoke Valley with comprehensive orthodontic care.

The practice's core product lines are traditional and clear ceramic braces, Invisalign clear aligners, retainers (Vivera and bonded), and an accelerated adult-only tier called Smile Express, with ILLUME professional teeth whitening offered as an add-on. Treatment planning is supported by an iTero radiation-free 3D digital scanner (replacing putty impressions) and the Smile Doctors Anywhere mobile application, which enables remote care visits, direct messaging with the care team, smile scanning, scheduling, and payments. The clinical team consists of three orthodontists — Dr. David L. Jones, Dr. Nicole DeShon, and Dr. Elizabeth Stapleton Leiner (ABO board-certified, 2023) — supported by clinical assistants, front desk coordinators, a financial coordinator, a marketing/clerical coordinator, and a Practice Director with 26 years of orthodontic experience.

The business model is direct-to-consumer professional services: patients self-refer or are referred by family dentists, book complimentary consultations online or by phone, and pay treatment fees via down payments and monthly installments, with zero-interest financing, insurance billing, and FSA/HSA accounts accepted. Pricing is tiered, with Smile Express at $99 down/$99/month and comprehensive treatment starting at a $250 down payment. The practice operates as an independently owned affiliate of the Smile Doctors network, which provides shared branding, infrastructure, and remote-care technology. Marketing is community-driven, including sponsorships of local schools, sports teams, and nonprofits, supported by social media, an educational blog, dentist referrals, and a strong word-of-mouth engine evidenced by 988 patient reviews with a 5.0-star average and Invisalign Diamond Top 1% Provider status (over 1,000 Invisalign patients treated).

Name

Roanoke Valley Orthodontics

Legal name

Roanoke Valley Orthodontics

Website

https://roanokevalleyortho.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Roanoke Valley Orthodontics is a privately held, multi-location orthodontic practice serving children, adults, and families in Virginia's Roanoke Valley with braces, Invisalign, retainers, and accelerated adult aligner treatment.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (6212)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Adult Orthodontics (HLABABAC), Pediatric Orthodontics (HLABABAB), Interceptive/Phase I Pediatric Orthodontics (HLABAGAG)

Keywords

• Orthodontic treatment services
• Braces and aligners
• Invisalign clear aligners
• Orthodontic retainers
• Teeth alignment care

Headquarters

HQ city

Rocky Mount

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: Professional orthodontic services including comprehensive braces treatment, Invisalign clear aligners, Smile Express accelerated treatment, retainers, and teeth whitening. Revenue generated through treatment fees paid via down payments, monthly installments, and insurance billing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Roanoke Valley Orthodontics is a multi-location orthodontic practice delivering comprehensive teeth-straightening treatments including traditional metal braces, clear ceramic braces, Invisalign clear aligners, the accelerated Smile Express aligner program, post-treatment retainers, and professional teeth whitening. Revenue is generated through treatment fees, financed via down payments, zero-interest monthly installments, and insurance billing, delivered across three Virginia offices with iTero digital scanning and remote care app support.

Product overview

Roanoke Valley Orthodontics offers a comprehensive suite of orthodontic treatments and services. Their core offerings include traditional metal braces and clear ceramic braces, Invisalign clear aligners, retainers for post-treatment maintenance, and Smile Express (an accelerated adult aligner option). The practice utilizes iTero digital scanning technology for treatment planning and offers ILLUME professional teeth whitening as an add-on service. They also provide remote care capabilities through the Smile Doctors Anywhere app, enabling virtual check-ins and treatment monitoring between office visits. All treatments are delivered across three Virginia locations (two in Roanoke and one in Rocky Mount) by their team of three orthodontists.

Differentiator

Problem solved

Functional benefit

Products and services

• Braces Traditional metal braces and clear ceramic braces using brackets and wires to straighten teeth effectively, offered to children, teens, and adults seeking a reliable solution for a healthy, confident smile.
• Invisalign Aligners Nearly invisible, comfortable clear aligners that straighten teeth using advanced 3-D imaging and personalized treatment planning, providing a discreet orthodontic option for teens and adults.
• Smile Express Accelerated orthodontic option for adults offering faster, targeted Invisalign-based treatment for minor to moderate alignment concerns, with home-delivered aligners and fewer office visits, often at half the cost of full treatment.
• Retainers Retention devices including Vivera invisible retainers and bonded permanent retainers that maintain tooth alignment after braces or Invisalign treatment.
• Teeth Whitening Professional teeth whitening using the Illume X GLO PRO POWER system that combines professional-strength whitening gel with LED light application to brighten smiles safely and effectively as a complement to orthodontic treatment.

Quantifiable outcome

• 988 total patient reviews with 5.0-star average rating
• +2 more outcomes

Named customers3 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

Feature3 records

Partnerships

One partnership is on record.

• Smile Doctors NetworkcoreStrategic or Co-development PartnerRoanoke Valley Orthodontics is a member of the Smile Doctors network of leading orthodontists. Smile Doctors-affiliated practices are independently owned and operated by licensed orthodontists. The network provides collective resources, brand support, and operational infrastructure while allowing individual practices to maintain their local identity and patient relationships.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Great Expressions Dental Centers: Multi-specialty dental services platform with 200+ practices across the U.S. including orthodontic offerings. Comparable as a regional/multi-state dental services chain with similar multi-location operational model.
• Heartland Dental: Largest U.S. dental support organization supporting 2,800+ doctors across general and specialty practices including orthodontics. Comparable as a multi-location dental services platform providing back-office infrastructure to affiliated practices.
• Smile Brands: Dental support organization supporting 600+ affiliated practices across multiple brands (Smile Brands, Bright Now!, Castle Dental). Comparable as a multi-brand dental/orthodontic DSO with affiliated-practice structure similar to Smile Doctors model.
• Pacific Dental Services: Dental support organization supporting 4,000+ clinicians across 900+ practices including orthodontic services. Comparable as an established DSO enabling multi-specialty dental care delivery at scale.
• Benevis: Dental support organization supporting 100+ affiliated practices with focus on Medicaid and family dental care including orthodontics. Comparable as a DSO with multi-location orthodontic service delivery.
• Western Dental & Orthodontics: Largest orthodontics provider in the U.S. with hundreds of locations combining general dentistry and orthodontic specialty services. Comparable as a multi-specialty, multi-location dental/orthodontic chain targeting similar patient segments.
• Aspen Dental: National dental support organization with 1,000+ locations offering multi-specialty services including orthodontics. Operates as a broad incumbent across general dentistry, oral surgery, and aligner treatment at scale.

Emerging players

• Candid Co. Direct-to-consumer clear aligner brand offering at-home orthodontic treatment with remote monitoring. Comparable as a competing alternative channel for adult mild-to-moderate orthodontic cases that RVO's Smile Express targets.
• Byte (Dentsply Sirona): Direct-to-consumer clear aligner company owned by Dentsply Sirona offering at-home orthodontic treatment. Comparable as a competing DTC orthodontic alternative for adult patients seeking lower-cost, lower-friction treatment.

Direct peers

• Smile Doctors: Largest orthodontic-focused DSO in the U.S. and parent network of which Roanoke Valley Orthodontics is an affiliate member. Operates hundreds of affiliated orthodontic practice locations with shared brand, technology, and operational infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/roanokesmiles
• Facebookfacebook.com/RoanokeValleyOrtho
• Instagraminstagram.com/roanokesmiles
• LinkedInlinkedin.com/company/roanoke-valley-orthodontics

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Roanoke Valley Orthodontics