Heritage Dental

What Heritage Dental does

Heritage Dental is a privately held, single-location dental practice headquartered at 9590 Marbach Road in San Antonio, Texas, providing general, cosmetic, and orthodontic dental services to patients of all ages since 1988. The practice operates from one physical office serving the San Antonio and Universal City, Texas metropolitan area, with a service portfolio spanning preventive care (cleanings, sealants, oral cancer screening), restorative procedures (composite fillings, crowns, bridges, dentures, implants), cosmetic services (LED-accelerated teeth whitening, veneers), and orthodontics (traditional braces and Invisalign clear aligners). Notable technical capabilities include CEREC same-day crown technology using 3D digital scanning, CAD design, and in-office ceramic milling; intraoral scanners; digital shade analysis; and AI-assisted treatment planning for whitening workflows.

The business model is a traditional fee-for-service dental practice accepting insurance and offering financing through CareCredit and an in-house dental savings membership plan for uninsured patients. Marketing is conducted through content marketing (educational blog), local SEO targeting San Antonio keywords, and word-of-mouth referrals, with online appointment booking enabled via the practice website. The clinical team includes at least three providers: Dr. Richard Potter, Dr. Chris Marlette, and orthodontist Dr. Andrew Hockley. The practice is independently owned with no parent company, no institutional investors, and no public listing; revenue is not publicly disclosed. Strategic payments and patient portal integrations include CareCredit, BestCard, ident.ws (patient intake), and Patient Connect (rwlogin.com).

Name

Heritage Dental

Legal name

Heritage Dental

Website

https://heritagedentalsanantonio.com

Company type

Private

Founded year

1988

Operating status

Operating

Short description

Heritage Dental is a privately held, single-location family dental practice in San Antonio, Texas, founded in 1988, providing general, cosmetic, and orthodontic dental services to patients of all ages using CEREC same-day crown technology, intraoral scanning, and Invisalign.

Ownership category

akta.pro rank

Product category

General Dentistry Services

NAICS

Offices of Dentists (6212)

akta.pro industry

PRIMARYHLABAAAE

Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care)

Healthcare & Life Sciences/Dental Care Services/General & Family Dentistry

Keywords

• General dentistry services
• Cosmetic dental treatments
• Orthodontic care
• Dental implants restoration
• Family dental practice

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-for-Service Dental Care: Heritage Dental operates on a traditional fee-for-service model where patients pay for dental services at the time of treatment. The practice accepts insurance and offers financing options including CareCredit payment plans and an in-house dental savings membership plan for uninsured patients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Heritage Dental is a full-service general, cosmetic, and orthodontic dental practice serving patients of all ages in San Antonio and Universal City, Texas since 1988. The practice delivers preventive, restorative, and cosmetic dental treatments in a single physical location, supported by chairside technologies such as CEREC same-day crowns, digital intraoral scanning, LED whitening, and AI-assisted treatment planning. Service is funded through fee-for-service payments, accepted insurance, and patient financing.

Product overview

Heritage Dental is a general, cosmetic, and orthodontic dental practice offering comprehensive dental services. The practice operates as a single-location dental clinic serving patients since 1988, providing a full range of dental treatments including preventive care (cleanings, sealants, oral cancer screening), restorative procedures (fillings, crowns, bridges, implants, dentures), orthodontic treatments (braces, Invisalign), and cosmetic services (teeth whitening). The practice differentiates through advanced CEREC same-day crown technology and offers an in-house membership plan for uninsured patients. Services are provided for all ages, positioning the practice as a family dental care provider.

Differentiator

Problem solved

Functional benefit

Products and services

• Teeth Whitening Professional in-office teeth whitening procedures using professional-grade whitening gel enhanced with LED light activation to brighten smiles in a single session, for patients seeking whiter teeth.
• Root Canal Treatment Endodontic procedure to repair and save badly decayed or infected teeth by removing the damaged nerve and pulp, cleaning the interior, and sealing the tooth to prevent further infection.
• Orthodontics (Braces and Invisalign) Orthodontic treatments including traditional braces and Invisalign clear aligners to correct misaligned teeth, overbites, underbites, crowding, and spacing issues for patients of all ages.
• Invisalign Clear aligner orthodontic treatment using custom-molded transparent plastic aligners that gradually straighten teeth as a nearly invisible, removable alternative to traditional metal braces. Available from $159/month via CareCredit financing.
• Dental Crowns Cap-like dental restorations placed over damaged or weakened teeth to restore strength, function, and appearance, available as same-day CEREC crowns fabricated in-office or traditional lab-created crowns.
• Same-Day Dental Crowns with CEREC Technology Advanced same-day crown service using Chairside Economical Restoration of Esthetic Ceramics (CEREC) technology, featuring 3D digital scanning, CAD design, and on-site milling for single-visit tooth restoration.
• Dentures Full arch tooth replacement prosthetics for patients missing all teeth in an arch, providing function and aesthetic restoration through traditional removable dentures.
• Partial Dentures Removable dental prosthetics for patients with some remaining natural teeth that fill gaps left by missing teeth to restore chewing ability, speech, and appearance while preventing remaining teeth from shifting.
• Dental Bridges Fixed dental restorations that bridge the gap created by one or more missing teeth, using adjacent teeth as anchors for the prosthetic replacement.
• Dental Implants (Placement & Restoration) Complete dental implant services including surgical placement of titanium implant posts and attachment of prosthetic teeth for patients missing one or more teeth.
• Teeth Cleaning (Basic and Deep) Professional dental prophylaxis including plaque and tartar removal, scaling, polishing, and fluoride treatment, with deep cleaning (scaling and root planing) for patients with gum disease.
• Teeth Extractions Surgical removal of teeth including simple extractions and wisdom teeth removal with pain management and recovery guidance.
• Composite Fillings Tooth-colored restorative fillings made of composite resin material used to repair teeth affected by decay, cracks, or fractures while maintaining a natural appearance.
• Sealants Protective preventive coating applied to the chewing surfaces of back teeth to prevent cavity formation by sealing grooves and pits where food particles and bacteria accumulate.
• Oral Cancer Screening Preventive examination to detect early signs of oral cancer or precancerous conditions in the mouth, gums, and surrounding tissues.
• Night Guard Custom-fitted dental appliance worn during sleep to protect teeth from grinding (bruxism) or clenching, preventing tooth damage and jaw tension.
• Sinus Lift Procedures Surgical bone augmentation procedure that adds bone to the upper jaw in the molar and pre-molar areas to enable dental implant placement.
• Emergency Dentistry Urgent dental care services for dental emergencies including severe tooth pain, infections, chipped or broken teeth, and other acute dental issues requiring immediate attention.
• Family Dental Care Comprehensive dental services for patients of all ages from pediatric to senior care, providing preventive, restorative, and cosmetic treatments for the entire family in one location.
• Comprehensive Exam and X-Rays Initial dental examination service including thorough oral evaluation, X-rays, and assessment offered at promotional pricing of $89.
• In-House Membership Plan Dental savings plan for uninsured patients offering discounted rates on dental services for a recurring monthly or annual fee, providing affordable access to dental care.

Quantifiable outcome

• Dental crowns have a success rate of over 90% after 10 years
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

One partnership is on record.

• BestCardminorOthersBestCard provides payment processing services for Heritage Dental, enabling patients to pay bills online through the practice website.

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Comfort Dental: Largest dentist-owned franchise dental group in the U.S., with hundreds of affiliated offices offering general dentistry, orthodontics, and implants. Overlaps with Heritage Dental's general-plus-orthodontic service line and uninsured-friendly pricing model, but at a national franchise scale.
• Bright Now! Dental: Multi-brand DSO operating general and orthodontic dental offices nationwide, with a similar mix of general dentistry, cosmetic services, and Invisalign. Competes with Heritage Dental for the same general public patient base, but at significantly larger scale and marketing investment.
• Great Expressions Dental Centers: Multi-site DSO operating general and specialty dental practices across multiple U.S. states. Directly comparable in service mix (general, cosmetic, endo, ortho) and patient-financing orientation, though structured as a corporate-owned network rather than a single independent practice.
• Pacific Dental Services: National DSO supporting general and multi-specialty dental practices, including supported orthodontic programs. Operates the same general-plus-cosmetic-plus-ortho model as Heritage Dental but with centralized business support, advanced technology procurement, and a multi-state footprint.
• Western Dental: Multi-state DSO and orthodontic provider offering general, cosmetic, and orthodontic services with strong insurance and Medicaid participation. Comparable service line and patient-financing focus to Heritage Dental, but with much broader geographic reach and insurer relationships.
• Aspen Dental: Large multi-site DSO offering general, cosmetic, and orthodontic services through a nationwide network of company-owned practices. Comparable core offerings (cleanings, crowns, implants, Invisalign, financing) but operates at a fundamentally different scale with corporate marketing and procurement infrastructure.
• Heartland Dental: One of the largest DSOs in the U.S., supporting hundreds of doctor-owned-affiliated practices with general dentistry and specialty services. Same basic clinical scope as Heritage Dental (preventive, restorative, cosmetic, ortho) but at a system-wide scale and clinical-support model that an independent practice cannot match.
• Sonrava Health (formerly DentalOne Partners): National DSO supporting general and multi-specialty dental practices under multiple brands. Comparable to Heritage Dental in clinical scope (general dentistry, orthodontics, implants) but operates hundreds of office locations with centralized operational infrastructure.

Regional players

• Jefferson Dental & Orthodontics: Texas-focused DSO operating dozens of general and orthodontic dental offices across the Dallas–Fort Worth, Houston, San Antonio, and Austin metros. Highly comparable to Heritage Dental in service mix (general + cosmetics + ortho) and reliance on uninsured membership-style programs, but with materially greater scale and marketing reach.

Direct peers

• Lone Star Dental Care (representative independent Texas practice): Representative peer for the segment of independent, multi-doctor, single-location family dental practices in Texas metros offering general, cosmetic, and orthodontic services. Same ownership model, service mix, and patient demographic as Heritage Dental, providing the most direct operational benchmark.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Heritage Dental