Powell Orthodontics

What Powell Orthodontics does

Powell Orthodontics is a privately held, family-owned orthodontic practice founded in 1987 by Dr. Mark L.M. Powell in Jenison, Michigan. The practice provides comprehensive orthodontic treatment for three patient segments: children (Phase One early intervention starting around age 7), adolescents (ages 11-17), and adults (18+). Clinical offerings include traditional metal braces, self-ligating braces, clear ceramic braces, Invisalign clear aligner therapy, early orthodontic treatment, surgical orthodontics (orthognathic surgery), dentofacial orthopedics, impacted canine treatment, and Quad Helix expanders. Dr. Breanna Powell joined the practice in 2016, formalizing multi-generational succession, and together the two orthodontists have treated more than 39,000 patients cumulatively. The practice is supported by 7 administrative assistants, 15 clinical assistants, and 1 in-house lab technician, operating out of a single office at 2076 Baldwin Street, Jenison, MI.

The clinical technology stack centers on advanced diagnostic imaging and digital workflows: the i-CAT Cone Beam 3D Imaging System for orthodontic evaluation, TMJ, airway, and surgical planning; digital X-rays with reduced radiation; iTero intraoral digital scanning that eliminates traditional impressions; diode soft-tissue laser treatment for gum reshaping and bracket placement; and heat-sensitive memory archwires. An in-house lab uses digital scans and 3D printing to fabricate clear retainers on-site. Patient communication, scheduling, reminders, and bill pay are handled through the Sesame Communications Ortho Sesame portal, with payment processing via HostedPayNow (TSYS) and CareCredit healthcare financing.

The revenue model is fee-for-service orthodontic treatment with payment plans (low down payment plus monthly installments), a courtesy discount for full upfront payment by cash or check, and acceptance of most major credit cards and insurance plans. A complimentary initial consultation functions as the primary patient acquisition tool, paired with referrals from local general dentists, periodontists, and pediatric dentists. The practice serves patients in Jenison, Hudsonville, Allendale, and surrounding West Michigan communities. There is no public listing, external equity investment, M&A activity, or geographic expansion; the practice operates as an independent single-location office with no AI/ML capabilities and no disclosed revenue figures.

Name

Powell Orthodontics

Legal name

Powell Orthodontics

Website

https://powellortho.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Powell Orthodontics is a privately held, family-owned orthodontic practice in Jenison, Michigan, founded in 1987. Two in-house orthodontists deliver braces, Invisalign clear aligners, and surgical/early orthodontic treatment for children, teens, and adults across West Michigan.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (6212)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE), Adult Orthodontics (HLABABAC), Pediatric Orthodontics (HLABABAB)

Keywords

• Orthodontic treatment services
• Braces and aligners
• Invisalign clear aligners
• Orthodontic diagnostic imaging
• Dentofacial orthopedics

Headquarters

HQ city

Jenison

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, Technology or R&D, Infrastructure

Revenue model

1. Orthodontic Treatment Fees: Fee-for-service orthodontic treatment. Costs vary based on individual needs and treatment plans. The practice offers payment plans including low down payment and monthly installments, courtesy discounts for full upfront payment by cash or check, and accepts most major credit cards and insurance plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Powell Orthodontics is a single-location orthodontic private practice that provides comprehensive orthodontic diagnosis and treatment for children, teenagers, and adults in West Michigan. Its core services include traditional metal braces, clear ceramic braces, self-ligating braces, and Certified Invisalign clear aligner therapy, supported by in-house advanced diagnostic and treatment technology such as i-CAT 3D imaging, digital X-rays, iTero digital oral scanning, and diode laser soft tissue treatment. The practice also provides early Phase One orthodontic intervention, surgical orthodontics (orthognathic surgery), dentofacial orthopedics, custom mouthguards, retainers, and emergency orthodontic care.

Product overview

Powell Orthodontics offers a comprehensive orthodontic practice providing treatment for children, teenagers, and adults. The practice delivers multiple braces options including Traditional Metal Braces, Self-Ligating Braces, and Clear Ceramic Braces, along with Certified Invisalign Provider services using clear aligner therapy. Early orthodontic intervention (Phase One) is available for children around age 7-8, while adolescent and adult treatments include comprehensive braces and aligner options. Advanced technology includes i-CAT 3D Imaging, Digital X-rays, and Diode Laser Treatment for soft tissue procedures. The practice also offers specialized services including Surgical Orthodontics, Dentofacial Orthopedics, Quad Helix Expanders, and treatment for Impacted Canines. Retention solutions include traditional, Essix-style, and fixed retainers. Patient care is supported through Sesame Communications online portal for scheduling, reminders, and bill pay, with payment processing via HostedPayNow and financing through CareCredit.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Metal Braces Traditional stainless steel braces using metal brackets and archwires to straighten teeth, with the option for colored elastic bands for customization. Designed for children, teenagers, and adults seeking comprehensive orthodontic correction.
• Self-Ligating Braces Braces that use a specialized clip mechanism in place of elastic ties, reducing friction and pressure on teeth and requiring fewer adjustment appointments. Offered to orthodontic patients seeking a lower-friction treatment alternative.
• Clear Ceramic Braces Clear material braces that are less visible than metal braces, offered at no additional fee and primarily used for older teenagers and adults who want an aesthetic alternative to metal brackets and wires.
• Invisalign Clear Aligners Series of invisible, removable acrylic trays made with Align Technology's proprietary SmartTrack material that straighten teeth without metal brackets or wires. Powell Orthodontics is a Certified Invisalign Provider, with Invisalign Teen featuring compliance indicators offered for adolescent patients.
• Early Orthodontic Treatment (Phase One) Orthodontic intervention for children around ages 7-8 to guide jaw growth, create room for permanent teeth, correct crossbites, address thumb-sucking habits, and reduce future extraction needs, with the American Association of Orthodontists recommending evaluation by age 7.
• Teen Orthodontic Treatment Comprehensive orthodontic treatment for adolescents aged 11-17, offering metal, ceramic, and self-ligating braces alongside Invisalign Teen with compliance indicators and reported up to 50% faster treatment times with weekly aligner changes.
• Adult Orthodontic Treatment Orthodontic care for adults offering clear ceramic braces, gold braces, stainless steel braces, and Invisalign treatment, typically completed in 12-22 months and addressing aesthetic concerns, TMJ symptoms, restorative preparation, and relapse from incomplete prior treatment.
• Surgical Orthodontics (Orthognathic Surgery) Corrective jaw surgery combined with orthodontic treatment to reposition misaligned jaws, improve bite function and facial symmetry, and address severe skeletal discrepancies in adult and adolescent patients.
• Dentofacial Orthopedics Guidance of facial growth and development using specialized appliances such as headgear and expanders, often used in conjunction with orthodontic treatment for children and adolescents.
• Quad Helix Expander Orthodontic appliance that expands the upper jaw by attaching to upper molar bands and is also used to correct thumb and finger sucking habits, typically worn for 3-6 months as part of pediatric orthodontic care.
• Impacted Canines Treatment Surgical and orthodontic treatment to expose impacted canine teeth and guide them into proper position using orthodontic brackets and surgical procedures, addressing impacted tooth eruption in adolescent and adult patients.
• Diode Laser Treatment Specialized soft-tissue diode laser treatment used to remove excess gum tissue, expose more tooth surface for better bracket placement and aesthetics, assist impacted tooth eruption, and perform aesthetic gingival recontouring with topical anesthetic only and no needles required.
• i-CAT 3D Imaging Cone Beam 3D dental imaging system providing comprehensive data in one 20-second scan for orthodontic evaluation, treatment planning, TMJ treatment, airway assessments, sleep apnea evaluation, and full facial and jaw 3D imaging with less radiation than traditional CT scanners.
• Digital X-rays Advanced digital X-ray technology providing clear dental imaging with less radiation exposure than traditional film X-rays, used as part of orthodontic diagnostic records.
• Orthodontic Retainers Custom-made retention appliances including traditional removable retainers with metal wires, Essix aligner-style clear retainers (fabricated in-house via digital scans and 3D printing), and fixed bonded retainers to maintain teeth alignment post-treatment, with recommended lifetime night-time wear.
• Custom Mouthguards Specialized custom mouthguards made for patients with braces, available in various colors at no charge for contact sports protection. Provided to adolescent and adult patients undergoing orthodontic treatment.

Quantifiable outcome

• Most adult cases finished in 12 to 22 months with excellent stability and aesthetics
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core and supporting.

• Align Technology (Invisalign)coreTechnology or IntegrationPowell Orthodontics is a certified provider of Invisalign clear aligners. The practice uses Align Technology's proprietary SmartTrack material, ClinCheck digital treatment planning, and Vivera retainers. Dr. Powell and Dr. Breanna are Certified Invisalign Providers. The practice has treated numerous patients with the Invisalign system.
• Sesame Communications (Ortho Sesame)supportingTechnology or IntegrationThe practice partners with Sesame Communications for its Ortho Sesame patient portal platform. Features include online patient login, email and text appointment reminders, financial pages, online bill pay, and post-appointment feedback surveys. The platform is HIPAA-compliant and available 24/7.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Pacific Dental Services: Dental support organization supporting hundreds of practices including specialty services like orthodontics; competes with Powell for both patients and clinical talent in regional markets and represents a potential roll-up acquirer of independent practices.
• Dentsply Sirona (SureSmile): Global dental equipment and orthodontics company whose SureSmile clear aligner and robotic wire-bending system directly competes with Invisalign in Powell's service mix and could shift aligner economics or competitive dynamics for independent orthodontic practices.
• Aspen Dental: Large multi-location DSO providing general dentistry and orthodontic services through branded practices; overlaps with Powell on patient acquisition channels and adult orthodontic case mix, but at significantly greater scale and marketing reach.
• Western Dental & Orthodontics: Multi-location dental and orthodontic care provider with strong adult and family segment focus; comparable to Powell's patient demographic and orthodontic service line, but with multi-state footprint and insurance-network scale.
• Heartland Dental: The largest U.S. dental support organization providing non-clinical support to thousands of dental offices including orthodontic offerings; comparable to Powell as a competing dental practice consolidator in the same ambulatory care category.

Emerging players

• Candid: Direct-to-consumer clear aligner brand focused on in-office hybrid treatment models with partner orthodontists; competes with Powell for adult aesthetic cases and represents the DTC-distributed threat to traditional private orthodontic practices.
• SmileDirectClub: Direct-to-consumer aligner company that disrupted the lower-complexity adult orthodontic segment with no in-office visits; serves as the historical benchmark for DTC competitive pressure on independent orthodontic practices like Powell.

Others

• Align Technology: Manufacturer of Invisalign clear aligners, iTero scanners, and ClinCheck software — Powell's primary aligner partner. Indirectly comparable as the upstream technology and product platform that defines Powell's aligner service offering and competitive positioning.
• Solventum (formerly 3M Oral Care): Manufacturer of Clarity clear ceramic braces and other orthodontic appliances and supplies; a key supplier-side peer that influences Powell's braces product economics and could shift competitive dynamics if it expands direct-to-practice aligner offerings.

Direct peers

• Smile Doctors: The largest orthodontic-focused DSO in the U.S. with hundreds of affiliated locations, directly comparable to Powell Orthodontics in service line (braces, Invisalign, surgical ortho) and customer base, but operating at vastly greater scale and with corporate backing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/powellortho
• Facebookfacebook.com/powellortho
• LinkedInlinkedin.com/company/powell-mark-lm-dds-msd

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 Powell Orthodontics