Principle Dental

What Principle Dental does

Principle Dental, legally Principle Theorem Pty Ltd, is a Sydney-headquartered SaaS company that develops cloud-based dental practice management software for clinics in Australia and New Zealand. The platform is built on Google Cloud Infrastructure (ISO/IEC 27001, AES256 encryption, Australian data centres) and covers diary and appointment management, treatment planning, patient records, automated SMS/email communications, templated clinical notes, team chat, online bookings and forms, task management, lab job tracking, and bespoke reporting. It targets single-site independent practices through multi-site groups (up to ~20 chairs), with dedicated functionality and integrations for Australian claiming (HICAPS, Medicare, DVA, Tyro Health) and New Zealand claiming (Ministry of Health, ACC, WINZ, SmartPay NZ), supported by migration services from at least 11 incumbent PMS platforms.

The company monetises via recurring SaaS subscriptions billed monthly or annually with automatic renewal and offers a free trial. GTM is product-led with a digital-first motion: a website with demo booking, gated info pack downloads, organic social presence (Facebook, LinkedIn, Instagram), and a consultative sales layer involving dedicated Customer Success Managers. In 2026 the company launched a native AI layer — Principle AI Receptionist, Principle Scribe, Clinical Assist, and Ask — positioning Principle as one of the first Australian PMS vendors with an in-product AI receptionist. The platform integrates with 20+ third parties across imaging, payments, communications, ePrescriptions and AI documentation, creating a broad workflow ecosystem.

Principle operates as a privately held, independent business with no disclosed institutional investors, funding rounds, or M&A activity. Stated headcount is 1-10 employees, financial figures are not publicly disclosed, and the ownership structure beyond the legal entity is not publicly visible — all of which represent data gaps for investors.

Name

Principle Dental

Legal name

Principle Theorem Pty Ltd

Website

https://principle.dental

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Principle Dental is a Sydney-based SaaS provider of cloud-based practice management software for dental practices in Australia and New Zealand, offering scheduling, treatment planning, claiming integrations, and AI-powered receptionist, scribe, and clinical tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS: Practice management software delivered as a subscription service with monthly or annual billing cycles. Customers are billed in advance on a recurring periodic basis. Subscriptions automatically renew unless cancelled.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Principle Dental sells a cloud-based, subscription practice management software platform for dental practices in Australia and New Zealand. The platform bundles diary management, treatment planning, patient management, online bookings, clinical charting, reporting, team communications and automated workflows. A native AI layer (Principle AI Receptionist) handles inbound calls and appointment scheduling directly inside the system, with additional AI modules for clinical note-taking, imaging-based treatment planning and workspace search.

Product overview

Principle Dental offers a unified cloud-based dental practice management platform built in Sydney, Australia. The core product combines appointment scheduling, treatment planning, patient management, clinical charting, reporting, and team communications. AI capabilities are delivered through integrated modules: Principle AI Receptionist (built-in AI phone agent), Principle Scribe (real-time clinical note-taking), Clinical Assist (imaging analysis and treatment planning), and Ask (workspace search). The platform supports single-site, multi-site, and new practice operations with comprehensive integrations for payments, imaging, prescriptions, and communications.

Differentiator

Problem solved

Functional benefit

Brands

• Principle AI Receptionist: AI-powered virtual receptionist built directly inside the practice management system, handling calls, appointments, and patient enquiries.
• Principle AI

Products and services

• Principle Practice Management Software Cloud-based dental practice management platform built from the ground up for dental practices in Australia and New Zealand. Bundles diary management, smart treatment planning, interactive reporting, templated appointments, automations, task management, patient management, patient correspondence, templated notes, online bookings and forms, patient conversations and team chats. Sold to dental practices on a recurring subscription with monthly or annual billing.
• Principle AI Receptionist AI-powered virtual receptionist built directly inside the Principle practice management system. Handles inbound phone calls during peak times or after hours, books, cancels and reschedules appointments, and answers patient enquiries about the practice and treatments. Uses voice/audio AI combined with calendar and patient record data to act as an autonomous agent without requiring separate third-party tools.
• Principle Migration Services Dedicated data migration service for dental practices switching from competing practice management software such as Dental 4 Windows, Dental 4 Web, Exact, Oasis, Core Practice, Praktika, Dentrix, Practiceworks, Dentally, Open Dental/Ultimo and Carestack. Guided by a dedicated Customer Success Manager with training included.

Quantifiable outcome

• Automations keep patient experience consistent even when staff are away or new team members join
• +2 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability11 records

Feature16 records

Partnerships

Nine partnerships are on record, tiered core.

• Dentalflo AIcoreTechnology or IntegrationDentalflo AI voice receptionist integrates with Principle to automate call handling, bookings, and follow-ups. Features include custom workflow manager, call transcription & summaries, AI voice receptionist, web-based phone system, AI-powered CRM & lead capturing, and multilingual AI communication.
• ParchmentcoreTechnology or IntegrationFirst software with ePrescriptions for dentists. Sync Principle with Parchment to write, amend, and cancel ePrescriptions. Secure, compliant solution for Australian dentists with built-in MIMS medication list and PRODA assistance.
• Heidi HealthcoreTechnology or IntegrationHeidi AI medical scribe listens to consultations and generates accurate clinical notes in real time. Reduces paperwork, improves note quality, and frees up valuable consultation time with real-time clinical notes, secure & compliant processing, and customizable note templates.
• HICAPScoreTechnology or IntegrationHICAPS integration enables real-time health fund claiming directly within Principle. Simplifies in-practice claiming and payments with instant processing at point of care, reducing paperwork, speeding up payments, and providing smoother checkout experience.
• Tyro HealthcoreTechnology or IntegrationTyro Health Online integration includes Medicare (Bulk Bill and Patient Claims), DVA claims, workers insurance icare NSW, private health insurance via Tyro HealthPoint (Medibank, ahm, nib, Bupa, GMHBA), payment processing, integrated purchases and refunds.
• SmartPay NZcoreTechnology or IntegrationSmartPay NZ integration processes compliant EFTPOS transactions directly from computer or terminal. One-click payments reduce keying errors, provide faster checkout, and keep patient and financial records aligned.
• Ministry of Health NZ (MOH)coreTechnology or IntegrationMOH integration enables paperless claiming. Digitally fill out forms and send attachments to Ministry of Health through Principle. Claims processed quickly and accurately with seamless and elegant solution.
• ACC (Accident Compensation Corporation)coreTechnology or IntegrationACC integration streamlines claim processing, connecting practice management software with ACC systems. Submit claims quickly, reduce errors, keep patient and financial records aligned. Automates approval, claiming and reconciliation.
• TwiliocoreTechnology or IntegrationTwilio integration enables fast, reliable SMS and email communication. Send appointment reminders, confirmations, and important alerts directly from computer or phone, all tracked seamlessly within Principle.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Core Practice: Australian dental practice management software targeting single and multi-site practices. Listed as a competitor Principle migrates customers from.
• Dentally: Australia-based cloud dental practice management software. Most direct AU competitor with PLG motion and similar SMB-to-multi-site segmentation.
• Curve Dental: Cloud-based dental practice management software competing in the same SaaS, multi-site segment; comparable feature set and target customer profile.
• Oasis Dental Software: Australian dental practice management software for single and multi-site practices. Listed as a named migration source for Principle.
• Open Dental: Open-source dental practice management software widely adopted by cost-conscious practices. Listed as a migration source for Principle.
• Exact (Dental Software): Established Australian/NZ dental practice management system. Direct AU/NZ competitor and named migration source for Principle.
• Dental4Windows: On-premise Australian dental PMS named as a direct migration source; competing mainly with legacy practices Principle is displacing.
• Praktika (Australia): Long-standing Australian dental practice management software with on-prem and cloud offerings. Listed by Principle as a migration source.

Emerging players

• Carestack: Cloud dental practice management platform with multi-site and DSO capabilities. Listed as a competitor Principle migrates from; competes on cloud-native multi-site features.

Broad incumbents

• Dentrix (Henry Schein One): Market-leading dental PMS from Henry Schein One, widely used in North America and Australia. Named as a migration source; broader portfolio incumbent.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PrincipleDentalSoftware
• LinkedInlinkedin.com/company/principle-dental
• Instagraminstagram.com/PrincipleDentalSoftware

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Principle Dental