What Rosenberg Orthodontics does

Rosenberg Orthodontics is a private orthodontic practice founded by Dr. Barry Rosenberg in 1990, headquartered at 21 North Main Street, West Hartford, CT, and operating four clinical locations across Hartford County, Connecticut (West Hartford, Canton, Newington, and Cromwell). The practice employs 11–50 staff, including four orthodontists (Dr. Barry Rosenberg, Dr. Jeff Theis, Dr. Daenya Edwards, and Dr. Laura Posada), and provides comprehensive orthodontic care to children, teens, and adults.

The clinical offering spans traditional metal braces, clear ceramic braces, Invisalign and Invisalign Teen clear aligners, two-phase pediatric treatment, dentofacial orthopedics, and adjunct dental appliances (Herbst appliances, custom mouth guards, and retainers). Two proprietary technology assets differentiate the practice: Orchestrate 3D, an in-office 3D scanning and printing system that enables the practice to design and manufacture custom clear aligners internally rather than outsourcing to a third-party lab; and Express Your Smile, a proprietary clear aligner system for minor tooth movement priced at $1,795 upfront or $1,995 on a payment plan. The practice reports 453 patient reviews averaging 4.9 across Google, Facebook, and Yelp, and was named a 2025 Connecticut Magazine Best Dentist.

The business model is a fee-for-service clinical practice with treatment plans typically spanning 12–24 months, complemented by shorter-duration aligner products and post-treatment appliance sales. Revenue is generated through direct patient payments (including insurance reimbursement where applicable) with financing facilitated through CareCredit and an in-house online payment portal. Patient acquisition relies on local market presence across four physical locations, a multi-channel digital footprint (blog, YouTube, Instagram, Facebook, Twitter/X, structured smile gallery), a patient referral program, and a strong review-based reputation rather than paid performance marketing. The practice has no external funding, no parent company, and no reported M&A activity; it operates as an independent, owner-operated dental group.

Name

Rosenberg Orthodontics

Legal name

Rosenberg Orthodontics

Website

https://rosenbergortho.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Rosenberg Orthodontics is a private, four-location orthodontic practice in Hartford County, CT, founded in 1990, that provides braces, Invisalign, and proprietary in-office clear aligner treatments (Orchestrate 3D, Express Your Smile) to children, teens, and adults.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210), Dental Laboratories (339116)

SIC

Dental Equipment & Supplies (3843), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Clear Aligner Orthodontics (HLABABAD), Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC), Orthodontic Appliances & Aligners Fabrication (HLABAJAD)

Keywords

• Orthodontic treatment services
• Braces and aligners
• Invisalign provider
• Clear aligner therapy
• Dentofacial orthopedics

Headquarters

HQ city

West Hartford

HQ country

United States

HQ region

North America

Offices4 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: Traditional fee-for-service orthodontic treatment including braces (metal, ceramic), Invisalign, and other orthodontic procedures. Treatment typically spans 1-2 years with regular monthly adjustment appointments. The practice accepts insurance and offers financing options through CareCredit.
2. Express Your Smile Clear Aligner System: One-time fee product for minor tooth alignment using 10 upper and/or lower clear aligners. Includes evaluation, aligners, retainers upon completion, and at-home whitening product. Priced at $1,795 upfront or $1,995 with payment plan.
3. Dental Appliances: Sale of orthodontic appliances including custom mouth guards, retainers (clear, fixed, Hawley), and Herbst appliances. These are typically provided as part of or following active orthodontic treatment.
4. Online Payment Processing: Patient portal for making payments online for orthodontic treatment plans and services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Rosenberg Orthodontics is a multi-location orthodontic practice that diagnoses and treats malocclusions and dental alignment issues through braces, clear aligners, and supporting dental appliances. The practice delivers traditional metal braces, clear ceramic braces, Invisalign, and the proprietary in-house Orchestrate 3D and Express Your Smile clear aligner systems, supported by adjunct services such as two-phase pediatric treatment, dentofacial orthopedics, retainers, and custom mouth guards across four offices in Hartford County, CT.

Product overview

Rosenberg Orthodontics is a multi-location orthodontic practice in Hartford County, CT offering a comprehensive suite of orthodontic treatments. The core offering is Orthodontic Dentistry (encompassing Clear Ceramic Braces, Traditional Metal Braces, Two-Phase Treatment, and Orchestrate 3D in-office clear aligners). The practice also provides Invisalign and its teen variant as alternatives to traditional braces, alongside a proprietary Express Your Smile clear aligner system for minor tooth movement. Supplementary offerings include dental appliances (Herbst Appliance, Orthodontic Mouth Guards, Retainers) and Dentofacial Orthopedics for early intervention in children. The portfolio spans from early childhood treatment through adult orthodontics, combining traditional approaches with modern in-office 3D fabrication technology.

Differentiator

Problem solved

Functional benefit

Brands

• Express Your Smile: Clear aligner orthodontic solution designed for minor tooth movement, priced at $1,795 upfront or $1,995 with payment plans.
• Orchestrate 3D

Products and services

• Traditional Metal Braces
• Clear Ceramic Braces
• Two-Phase Treatment
• Orchestrate 3D Clear Aligner Treatment
• Invisalign Treatment
• Invisalign Teen
• Express Your Smile
• Dentofacial Orthopedics
• Herbst Appliance
• Orthodontic Mouth Guards
• Retainers
• Ortho Care Kit

Quantifiable outcome

• 453 total patient reviews with 4.9 average rating across Google, Facebook, and Yelp
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• SmileDirectClub: SmileDirectClub pioneered direct-to-consumer clear aligner therapy targeting mild-to-moderate cases that traditional orthodontic practices like Rosenberg historically treated. It competes most directly with Rosenberg's Express Your Smile and Invisalign offerings for price-sensitive and time-constrained adult patients across Hartford County.
• Byte: Byte is a direct-to-consumer clear aligner brand offering at-home impression-based treatment with remote orthodontist supervision. It competes with Rosenberg's Express Your Smile product for the same low-acuity adult alignment segment that orthodontists would otherwise serve chair-side.
• Align Technology (Invisalign): Align Technology manufactures Invisalign, the leading clear aligner system Rosenberg offers and a major revenue line for the practice. It is a partial competitor through its Invisalign Doctor Site consumer-acquisition channels and an enabling partner through case submissions, making it both a supplier and a commercial antagonist in orthodontic clear-aligner economics.
• Candid (Toothfairy-affiliated): Candid (formerly Candid Co.) is a direct-to-consumer clear aligner brand that initially focused on at-home treatment and has since pivoted toward orthodontic-supervised care. It overlaps with Rosenberg's Express Your Smile and mild-case orthodontic offerings, targeting the same value-conscious adult segment.

Direct peers

• Smile Doctors: Smile Doctors is the largest US orthodontic DSO, operating hundreds of multi-location orthodontic practices nationwide. Comparability to Rosenberg Orthodontics is direct: both deliver in-person orthodontic care (braces, clear aligners, retainers) through owned offices, with multi-doctor clinical teams and similar insurance/payment models.

Broad incumbents

• Aspen Dental: Aspen Dental is one of the largest DSOs in the US, with hundreds of multi-location practices offering general dentistry and some orthodontic services. It is comparable to Rosenberg Orthodontics as a multi-office, insurance-friendly dental group, though it is broader in scope and corporate-owned rather than independent.
• Western Dental: Western Dental operates a large DSO network offering general dentistry and orthodontics across multiple US states, including accessible payment plans. It is comparable to Rosenberg as a multi-office dental group providing braces, clear aligners, and orthodontic treatment in a similar clinical and pricing context.
• Great Expressions Dental Centers: Great Expressions Dental Centers is a multi-state DSO offering general dentistry, orthodontics, and specialty care across the eastern US. It is comparable to Rosenberg Orthodontics as a multi-location dental group offering orthodontic treatment including braces and clear aligners under insurance and financing arrangements.
• Heartland Dental: Heartland Dental is the largest US dental support organization, providing non-clinical support to hundreds of dental offices nationwide. Like Rosenberg, its supported practices offer orthodontic services including clear aligners, but at greater scale and with corporate infrastructure rather than a single founding doctor.

Others

• 3M Oral Care (Clarity Aligners): 3M Oral Care supplies orthodontic brackets, ceramic braces, and aligner products used by orthodontic practices including Rosenberg. It is a critical supplier/equipment vendor comparable to Rosenberg's appliance and aligner ecosystem, and historically its Clarity line has been a competing clear-aligner alternative to Invisalign.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/rosenbergortho1
• YouTubeyoutube.com/user/OrthoRosenberg
• Facebookfacebook.com/RosenbergOrtho1
• Instagraminstagram.com/rosenbergortho1
• LinkedInlinkedin.com/company/rosenberg-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 Rosenberg Orthodontics