What MyOrthodontist does

MyOrthodontist (DBA: "The Happy Tooth") is a private, multi-location orthodontic practice headquartered in Chapel Hill, North Carolina, operating 14 owned clinics across the state — including Burgaw, Cary, Chapel Hill, Concord, Durham, Fayetteville, Greensboro, Mount Airy, Raleigh, Roanoke Rapids, Rocky Mount, Sanford, Wake Forest, and Washington. Founded in 1998, the practice delivers professional orthodontic care to adults, teens, and children (ages 7-10 for Phase 1 early intervention), targeting patients seeking teeth straightening, bite correction, and crowding/spacing resolution. The core product portfolio spans traditional metal braces, ceramic (clear) braces, Spark Clear Aligners, Invisalign (with SmartTrack material), Brius Lingual (behind-the-teeth) braces, and the Carriere Motion 3D appliance for bite correction. Supporting technology modules include Smile 360 3D digital imaging (eliminating traditional impressions) and Virtual Dental Monitoring (reducing in-office visits by up to 50%).

The practice operates a direct-to-consumer go-to-market model, acquiring patients through complimentary consultations available both in-office and virtually, via a dedicated 1-800-MY-ORTHO phone line, and through online registration (FormLync). Revenue is generated on a fee-for-service basis from one-time orthodontic treatment plans, billed directly to patients and/or processed through insurance — the practice maintains in-network status with multiple carriers. Distribution relies entirely on physical office locations within North Carolina, supplemented by a virtual consultation channel; there is no evidence of geographic expansion beyond the state. The company operates a non-profit affiliate, The Happy Tooth Foundation, focused on underserved youth through healthy living, teamwork, and sports. Marketing spans organic social media (Facebook, Instagram, LinkedIn, Pinterest, YouTube), a content blog ("Tooth Wisdom"), promotional offers, patient referrals, and community/charitable engagement. The business has no disclosed funding, parent company, investors, or executive team beyond Dr. Larry J. Moray, DDS.

Name

MyOrthodontist

Legal name

MyOrthodontist

Website

https://smiles4nc.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

MyOrthodontist is a private North Carolina orthodontic practice operating 14 clinic locations across the state, delivering braces, clear aligners, and adjunct dental treatments to adults, teens, and children through a direct-to-consumer model with in-network insurance and virtual consultation options.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Orthodontic Group Practices (HLABAKAC), Adult Orthodontics (HLABABAC), Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE)

Keywords

• Orthodontic treatment services
• Clear aligner therapy
• Traditional braces
• Orthodontic appliances
• Virtual dental monitoring

Headquarters

HQ city

Chapel Hill

HQ country

United States

HQ region

North America

Offices14 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 Services: Fee-for-service orthodontic treatment including braces (metal and ceramic) and clear aligners. Services are billed directly to patients and/or processed through insurance. The practice accepts insurance and is in-network with multiple carriers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

MyOrthodontist is a private orthodontic practice operating 14 locations across North Carolina. It provides comprehensive orthodontic treatment services including traditional metal and ceramic braces, clear aligner systems (Invisalign and Spark), lingual braces, and complementary appliances for bite correction and pain management. The practice delivers both in-office care and virtual consultations to patients across all age groups.

Product overview

MyOrthodontist offers a comprehensive orthodontic treatment platform across 14 North Carolina locations. The core product portfolio centers on traditional and clear orthodontic solutions: Metal and Ceramic (Clear) Braces for conventional treatment, along with clear aligner systems including Spark Clear Aligners and Invisalign (the world's #1 clear aligner brand). Supporting modules include Carriere Motion 3D Appliance for bite correction, Brius Lingual Braces for hidden treatment, Virtual Dental Monitoring for remote progress tracking (reducing visits by 50%), and Smile 360 3D Imaging for digital treatment planning without traditional impressions. The practice also offers a Dental Pain Eraser treatment. The portfolio is organized around the core braces and clear aligner offerings, with technology-enabled monitoring and imaging modules that complement the primary treatment options.

Differentiator

Problem solved

Functional benefit

Brands

• The Happy Tooth: Associated brand name visible in social media presence and foundation name

Products and services

• Metal Braces Traditional metal braces offered as a core orthodontic treatment option for patients seeking reliable teeth alignment correction.
• Ceramic (Clear) Braces Clear ceramic braces that provide a more discreet alternative to traditional metal braces while maintaining effective orthodontic treatment.
• Spark Clear Aligners Clear aligner system offering a comfortable, discreet way to achieve orthodontic treatment outcomes and an aesthetic smile.
• Invisalign Clear Aligners World's #1 clear aligner system using SmartTrack patented thermoplastic material and 3D digital imaging to deliver custom orthodontic treatment, backed by data from over 22 million smiles worldwide.
• Brius Lingual Braces Lingual braces placed behind the teeth for a completely hidden orthodontic treatment option, marketed as a fast route to a beautiful smile.
• Carriere Motion 3D Appliance Orthodontic appliance that corrects bite issues efficiently and serves as an alternative to traditional headgear.
• Dental Pain Eraser Treatment option for addressing dental pain as part of orthodontic care.

Quantifiable outcome

• Virtual dental monitoring allows for up to 50% fewer in-office visits

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Western Dental & Orthodontics: Large DSO offering both general dentistry and orthodontic services across multiple states. Comparable as a broad incumbent combining general and orthodontic service lines under one brand, similar to the dual focus suggested by MyOrthodontist's description.
• Great Expressions Dental Centers: Multi-location dental group practice and DSO operating across numerous states. Comparable as an established group practice operator with similar patient acquisition and insurance-network dynamics.
• Align Technology: Manufacturer of Invisalign clear aligners and iTero scanners; the dominant supplier of MyOrthodontist's key clear-aligner technology. Comparable as the broad incumbent in orthodontic clear-aligner treatment and a critical ecosystem participant.
• Heartland Dental: The largest dental support organization in the U.S., supporting thousands of doctors across general and specialty practices. Comparable as a broad incumbent DSO with the scale and infrastructure to compete for patients and clinicians in the same geographies.
• Pacific Dental Services: Major DSO supporting hundreds of dental practices across the U.S. Comparable as a large multi-location dental services platform competing for share of patient visits and clinical talent in overlapping markets.
• Aspen Dental: One of the largest DSOs in North America, with hundreds of supported offices across many states. Comparable as a multi-location group practice operator in dental services, though broader in scope than MyOrthodontist's orthodontic specialty.

Direct peers

• Smile Doctors: The largest orthodontic-focused DSO in the U.S., operating hundreds of clinics across many states. Directly comparable as a multi-location orthodontic group practice platform pursuing both de novo growth and practice acquisitions.
• US Orthodontic Partners: PE-backed orthodontic group practice platform partnering with orthodontists across multiple states. Direct comparable in business model (multi-office orthodontic group) and in serving as a roll-up vehicle for independent practices.
• Southern Orthodontic Partners: Southeast-focused orthodontic DSO with a multi-state footprint overlapping the Carolinas. Highly comparable regional orthodontic group practice platform with similar patient demographic and operating model.

Emerging players

• Candid: Direct-to-consumer clear aligner brand focused on hybrid in-office plus remote monitoring treatment. Comparable as an emerging player targeting the same adult orthodontic segment with a tech-enabled, lower-friction delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@myorthodontistnc
• Facebookfacebook.com/HappyToothNC
• LinkedInlinkedin.com/company/the-happy-tooth---urban-oasis-dental-group
• Instagraminstagram.com/myorthodontistnc
• Pinterestpinterest.com/thehappytooth

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 MyOrthodontist