Gentle Dental

What Gentle Dental does

Gentle Dental is a privately held, single-location family dental practice operating from 4030 Hohensee Drive in Lincoln, Nebraska, serving patients of all ages across the Lincoln metropolitan area and surrounding communities including Hickman, Waverly, and Denton. The practice is staffed by three dentists — Dr. Tracy Garcia, Dr. Kris Pollock, and Dr. Shelby Fisher — and operates Monday through Thursday, offering same-day emergency appointments. Services span the full dental care continuum: preventive hygiene and checkups, pediatric dentistry, restorative procedures (fillings, crowns, bridges, dentures, root-therapy), periodontics, cosmetic services (teeth whitening, veneers, smile makeovers), orthodontic treatment via Invisalign clear aligners, full-arch implant solutions (All-on-4 and All-on-6), and adjunctive services including night guards, snoring appliances, and custom sports mouthguards.

The practice is equipped with modern dental technology including digital radiography, intraoral scanners, laser-assisted soft-tissue procedures, 3D diagnostic imaging, and same-day crown fabrication, supporting both diagnostic precision and compressed treatment timelines. Patient acquisition is conducted through a direct-to-consumer model combining a content-rich website (lincolnfamilydds.com) with online appointment requests, Facebook and Google Business profiles, SMS-based appointment communication, community event participation, and patient referrals. The practice is recognized as #1 in the 2023 Lincoln Choice Awards and as a top-rated emergency dentist in Lincoln.

Revenue is generated through fee-for-service professional dental care, with the practice accepting most dental insurance plans and offering payment plans for uninsured treatments. Pricing is not publicly disclosed and is quoted per treatment plan. The practice is independently owned with no disclosed parent company, no subsidiaries, no funding rounds, and no institutional investment. Operational signals — service-line expansion into implants and clear aligners, active digital content marketing, and same-day emergency capability — suggest deliberate service-mix upgrading within a single-site footprint rather than geographic or multi-location scaling.

Name

Gentle Dental

Legal name

Gentle Dental

Website

https://lincolnfamilydds.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Gentle Dental is a privately held, single-location family dental practice in Lincoln, Nebraska, staffed by three dentists and offering preventive, restorative, cosmetic, orthodontic, implant, and emergency dental services to families and individuals across the Lincoln metropolitan area.

Ownership category

akta.pro rank

Product category

General Dentistry Services

NAICS

Offices of Dentists (621210)

SIC

Services-Health Services (8000)

akta.pro industry

PRIMARYHLABAAAE

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

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

SECONDARYHLABAAAA

Preventive & Routine General Dentistry (Exams/Cleanings/Sealants/Fluoride)

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

SECONDARYHLABAAAB

Restorative General Dentistry (Fillings/Crowns/Bridges)

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

SECONDARYHLABAAAC

Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding)

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

SECONDARYHLABAGAA

Preventive & Wellness Pediatric Dentistry (Cleanings/Fluoride/Sealants)

Healthcare & Life Sciences/Dental Care Services/Pediatric Dentistry

SECONDARYHLABAAAJ

Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care)

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

Keywords

• General dental services
• Family dental care
• Cosmetic dentistry
• Emergency dental care
• Restorative dentistry

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Dental Services: Fee-for-service dental care including preventive, restorative, cosmetic, and emergency procedures. The practice accepts insurance and offers various payment options and financing plans for uninsured treatments.
2. Dental Insurance: The practice works with most dental insurance plans to help reduce out-of-pocket expenses for patients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Gentle Dental is a family dental practice in Lincoln, Nebraska providing comprehensive oral healthcare services for patients of all ages. The practice delivers preventive, restorative, cosmetic, and emergency dental care including cleanings, crowns, bridges, dentures, dental fillings, dental implants (All-on-4 and All-on-6), Invisalign, veneers, teeth whitening, periodontal treatment, pediatric dentistry, night guards, sports mouthguards, and snoring appliances, supported by digital radiography, 3D imaging, laser dentistry, and same-day crown technology.

Product overview

Gentle Dental is a comprehensive family dental practice offering a full range of oral healthcare services. The practice provides preventive care, cosmetic dentistry, restorative treatments, and emergency services for patients of all ages. Services include teeth whitening, veneers, and smile makeovers for cosmetic enhancement; dental implants (All-on-4 and All-on-6), crowns, bridges, dentures, and fillings for restorative needs; periodontal treatment for gum disease; and specialized services including night guards, sports mouthguards, snoring appliances, and pediatric dentistry. The practice emphasizes personalized treatment plans using advanced diagnostic tools like digital X-rays and 3D imaging, along with modern technology including laser dentistry. All services are provided at a single location in Lincoln, Nebraska, with same-day emergency appointments available.

Differentiator

Problem solved

Functional benefit

Products and services

• Emergency Treatment Urgent dental care for severe pain, bleeding, infections, knocked-out teeth, broken crowns or fillings, and other dental emergencies with same-day appointments available, intended for patients experiencing acute dental issues in Lincoln, Nebraska.
• Pediatric Dentistry Dental care tailored for children, including preventive treatments, cleanings, fluoride applications, sealants, and education for establishing healthy oral habits, intended for young patients and their parents in the Lincoln, Nebraska area.
• Periodontal Treatment Comprehensive gum disease care including scaling and root planing, surgical procedures, bone grafts, soft tissue grafts, laser therapy, and ongoing periodontal maintenance for patients with periodontal disease.
• Snoring Appliances Custom oral appliances worn during sleep to reduce airway vibration and snoring by repositioning the lower jaw and tongue to maintain open airway passage, intended for patients experiencing snoring or mild sleep apnea symptoms.
• Sports Mouthguards Custom-fitted protective mouthguards for athletes participating in contact sports, designed to absorb impact and protect teeth, gums, lips, and jaw from injury, intended for athletes in the Lincoln, Nebraska area.
• Night Guards Custom-fitted dental appliances worn during sleep to protect teeth from grinding or clenching, reducing wear, sensitivity, and jaw strain, intended for patients with bruxism or TMJ-related symptoms.
• All-on-4 Implants Full-arch tooth replacement using four strategically placed dental implants to support a complete set of fixed prosthetic teeth, providing a permanent alternative to dentures for patients with extensive tooth loss.
• All-on-6 Implants Full-arch tooth replacement using six dental implants for added stability and support for a complete set of fixed prosthetic teeth, providing a permanent alternative to dentures for patients with extensive tooth loss.
• Crowns Custom-made dental caps that cover damaged or weakened teeth to restore shape, strength, and appearance, often available as same-day crowns using advanced in-office technology, intended for patients with damaged or weakened teeth.
• Dental Bridges Fixed prosthetic devices that replace one or more missing teeth by anchoring to adjacent natural teeth or implants, restoring function and appearance for patients with tooth loss.
• Dental Fillings Tooth-colored composite resin restorations used to repair cavities and restore damaged teeth with natural-looking results, intended for patients with cavities or minor tooth damage.
• Dentures Removable prosthetic devices replacing missing teeth, available as full or partial dentures, custom-fitted to match natural gum tissue and teeth appearance, intended for patients with multiple missing teeth.
• Invisalign Clear aligner orthodontic treatment using removable, virtually invisible aligners to straighten teeth without traditional metal braces, intended for patients seeking discreet orthodontic treatment.
• Teeth Whitening Professional teeth whitening treatments using peroxide-based bleaching agents to lighten tooth color and remove stains, available as in-office procedures and take-home kits with custom trays, intended for patients seeking cosmetic tooth brightening.
• Veneers Thin custom-made shells bonded to the front surface of teeth to improve color, shape, size, or length, available in porcelain or composite materials, intended for patients seeking cosmetic smile enhancement.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Heartland Dental: Largest US dental support organization (DSO) supporting thousands of dentist-owned offices nationwide. Comparable to Gentle Dental as a multi-dentist family/general practice operator, but with vastly greater scale, group purchasing, and centralized back-office functions that an independent practice like Gentle Dental cannot replicate alone.
• MB2 Dental Solutions: US DSO affiliated with thousands of dentist-owned practices nationwide, providing practice management support while preserving clinical autonomy. Comparable to Gentle Dental in that it serves as both a competitor (via affiliated practices) and a potential acquirer of independent multi-dentist practices like Gentle Dental.
• Pacific Dental Services (PDS Health): Large US DSO supporting hundreds of dentist-owned practices with comprehensive general, specialty, and cosmetic services. Comparable to Gentle Dental as a family/general dental services provider serving insured and fee-for-service patients, with similar implant, Invisalign, and same-day crown offerings across its network.
• Dental Care Alliance: Mid-size US DSO supporting hundreds of affiliated dental practices across multiple states with general, specialty, and cosmetic services. Comparable to Gentle Dental in core general family dentistry offerings, and is a likely acquirer profile for profitable independent practices in secondary markets.

Direct peers

• Western Dental & Orthodontics: Large multi-location dental provider offering general, orthodontic, and specialty services to families and individuals, with strong insurance acceptance and financing programs. Comparable to Gentle Dental in patient segmentation (families, insured, and emergency), comprehensive service offering, and emphasis on accessibility through payment plans.
• Bright Now! Dental: Multi-location family dental brand offering general dentistry, orthodontics, oral surgery, and cosmetic services with insurance and financing options. Comparable to Gentle Dental across the full service mix — preventive care, Invisalign-style orthodontics, implants, and same-day emergency availability — and competes in the same mid-tier US markets.
• Aspen Dental: National DSO operating branded Aspen Dental offices offering preventive, restorative, cosmetic, and emergency services including implants and dentures. Highly comparable to Gentle Dental in service mix and patient segments, but operates at multi-location scale with significant marketing budgets and extended hours that compete directly for the same Lincoln-area patients.
• Mortenson Dental Partners: Regional DSO operating family dental practices across multiple US states with comprehensive general, cosmetic, and specialty services. Comparable to Gentle Dental in service breadth (preventive, restorative, cosmetic, emergency) and patient segments (families and individuals), and is an active acquirer of profitable single- and multi-location practices.
• Affordable Care (Affordable Dentures & Implants): National DSO specializing in tooth replacement services including dentures and implants (including All-on-4 protocols) at a value price point. Comparable to Gentle Dental specifically on the high-value implant and denture service lines that Gentle Dental promotes (All-on-4, All-on-6, crowns, bridges, dentures).

Emerging players

• Tend: Tech-forward dental startup operating modern, design-led offices focused on patient experience, digital workflows, and same-day services. Comparable to Gentle Dental in its emphasis on digital radiography, intraoral scanning, comfortable patient experience, and modern aesthetics, but operating in major metropolitan markets rather than mid-size secondary cities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lincolnfamilydds
• LinkedInlinkedin.com/company/tracy-n.-garcia-dds-llc

Compliance1 record

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 Gentle Dental