Peninsula Center of Cosmetic Dentistry

What Peninsula Center of Cosmetic Dentistry does

Peninsula Center of Cosmetic Dentistry (PCCD) is a private, multi-specialty dental practice operating two offices in the San Francisco Bay Area (Los Altos and Mountain View, California). Founded in 1986, the practice employs 101-250 staff including 7 specialty dentists and offers a comprehensive service portfolio spanning cosmetic dentistry (Aura Veneers, porcelain veneers, teeth whitening, bonding, Invisalign), restorative dentistry (dental implants, crowns and bridges, same-day crowns, full-mouth reconstruction, root canals), general and preventive dentistry, sedation dentistry including IV sedation, laser dentistry, TMJ/TMD treatment, and emergency dental care.

The practice's core technology differentiator is its status as the Bay Area's only cosmetic dentist certified in Digital Smile Design (DSD), enabling 3D facial design and smile test-drive preview before treatment begins. Additional technical capabilities include an in-house ceramic dental laboratory (unique in the regional cosmetic dentistry segment), same-day crown fabrication, laser dentistry, IV sedation infrastructure, and a free virtual consultation platform via Smile Virtual (app.smilevirtual.com/PCCD). Patient acquisition is driven by a direct-to-consumer go-to-market model with strong organic social presence (Instagram, Facebook, TikTok, YouTube, Twitter/X), Yelp reputation management, a referring-doctors program, and earned media coverage in Reader's Digest, NBC News, WebMD, Men's Health, NewBeauty, Yahoo Life, Well and Good, Thrive Global, and Daily Mail.

Revenue is generated on a per-procedure basis across cosmetic, restorative, general, and sedation service lines, with dental insurance and patient financing plans accepted. The practice targets Bay Area residents across four primary patient segments: cosmetic dentistry patients, dental anxiety patients (via IV sedation), family dentistry patients, and restorative/implant patients. PCCD holds a 4.9 average rating across 200+ patient reviews and has 38+ years of operating history, suggesting a stable, mature practice investing in technology, brand, and multi-location expansion rather than rapid scaling.

Name

Peninsula Center of Cosmetic Dentistry

Legal name

Peninsula Center of Cosmetic Dentistry

Website

https://pccd.net

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

Peninsula Center of Cosmetic Dentistry is a private, dual-location Bay Area dental practice offering cosmetic, restorative, general, and sedation dentistry services, anchored by Digital Smile Design certification and an in-house ceramic lab.

Ownership category

akta.pro rank

Product category

Cosmetic Dentistry Services

NAICS

Offices of Dentists (62121)

SIC

Services-Health Services (8000)

akta.pro primary industry

Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC)

akta.pro secondary industries

Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care) (HLABAAAE), Aesthetic/Cosmetic Restorative Dentistry (Smile Design) (HLABAFAE), Digital Prosthodontics & CAD/CAM Restorations (Chairside/Clinic-Based) (HLABAFAH), Implant Planning & Surgical Guide Imaging Centers (HLABAIAH)

Keywords

• Cosmetic dentistry services
• General dental care
• Dental implant services
• Sedation dentistry
• Smile design

Headquarters

HQ city

Los Altos

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Cosmetic Dental Services: One-time procedures for smile transformations including veneers, crowns, bridges, implants, bonding, and teeth whitening. Revenue generated per procedure with financing options available.
2. General and Restorative Dentistry: Ongoing dental care services including cleanings, checkups, fillings, gum care, extractions, and root canals.
3. Sedation Dentistry: Anxiety management services provided alongside other dental procedures.
4. Financing and Insurance: Accepts dental insurance and offers financing plans including flex spending accounts for patient payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Peninsula Center of Cosmetic Dentistry is a multi-location dental practice that delivers cosmetic, general, restorative, and sedation dentistry across two Bay Area offices in Los Altos and Mountain View. Its core offering is comprehensive smile transformation and family dental care, anchored by Digital Smile Design (DSD) certification, an in-house ceramic lab, IV sedation, and a team of seven specialty dentists. Patient acquisition combines in-person practice visits with a free virtual consultation channel.

Product overview

Peninsula Center of Cosmetic Dentistry (PCCD) is a dual-location dental practice offering comprehensive cosmetic and general dentistry services across two Bay Area offices in Los Altos and Mountain View. The practice operates as a single unified service platform built around their core specialty of cosmetic dentistry, augmented by general, restorative, and preventive services. The portfolio is anchored by Digital Smile Design (DSD) certification, which enables 3D facial design and smile preview capabilities unique in the Bay Area. The practice differentiates through an in-house ceramic dental lab, IV sedation services, and a team of multiple specialty doctors. Core cosmetic offerings include Aura Veneers, Dental Veneers, Teeth Whitening, Dental Bonding, and Invisalign aligners. Restorative services encompass Dental Implants, Crowns & Bridges, Same-Day Crowns, Full Mouth Reconstruction, and Root Canals. Specialty services include Laser Dentistry, TMJ/TMD Treatment, Sedation Dentistry including IV Sedation, and Emergency Dental Care. A free Virtual Smile Consultation via the Smile Virtual platform enables patients to receive personalized recommendations by uploading a selfie. The practice also offers a Smile Test Drive feature allowing patients to preview results before treatment.

Differentiator

Problem solved

Functional benefit

Products and services

• Aura Veneers Premium dental veneer service providing natural-looking, long-lasting aesthetic enhancement for teeth.
• Digital Smile Design Advanced smile design service using DSD technology that provides 3D facial design and smile preview before treatment begins, enabling patients to visualize results before committing to procedures.
• Smile Test Drive Treatment preview service allowing patients to preview their potential smile results before beginning treatment as part of the collaborative cosmetic dentistry process.
• Dental Veneers Custom-designed porcelain or composite veneers to enhance the appearance of teeth by correcting shape, color, and minor alignment issues.
• Invisalign Clear aligner orthodontic treatment for straightening teeth discreetly without traditional metal braces.
• Teeth Whitening Professional teeth whitening treatments to brighten and enhance the color of natural teeth.
• Dental Bonding Tooth-colored resin material applied to repair chips, cracks, gaps, or discoloration in teeth.
• Dental Implants Tooth replacement solution using titanium posts surgically placed in the jawbone to support artificial teeth that look, feel, and function like natural teeth.
• Dental Crowns & Bridges Custom-made dental crowns and bridge restorations to repair damaged teeth or replace missing teeth.
• Same-Day Crowns CEREC or similar technology allowing dental crowns to be designed, fabricated, and placed in a single appointment.
• Full Mouth Reconstruction Complete dental rehabilitation treatment plan combining multiple restorative and cosmetic procedures to rebuild or restore the entire mouth.
• Sedation Dentistry (including IV Sedation) Range of sedation options including IV sedation to minimize stress and ease dental anxiety during treatment, providing a calm and comfortable experience.
• Laser Dentistry Advanced laser technology for various dental procedures including gum treatment, decay removal, and soft tissue procedures with improved precision and healing.
• Laser Therapy Therapeutic laser treatments for dental conditions, offered at the Mountain View location.
• Emergency Dental Care Urgent dental care services for dental emergencies including severe pain, broken teeth, and other acute dental issues.
• Extractions Tooth extraction services including simple and surgical extractions.
• Root Canals Endodontic treatment to save severely infected or damaged teeth by removing infected pulp and sealing the tooth.
• TMJ/TMD Treatment Treatment for temporomandibular joint disorders addressing jaw pain, clicking, and related symptoms.
• Mercury Removal Safe mercury amalgam filling removal following IAOMT protocols for patients seeking mercury-free dentistry.
• Dental Orthotic Therapy Custom dental orthotic devices for treating bite issues, jaw problems, and sleep-related conditions.
• General Dentistry Complete family dental care including regular cleanings, checkups, fillings, and gum care with emphasis on prevention and early detection.
• Virtual Smile Consultation Free virtual consultation service allowing patients to upload a smile selfie and receive a personalized video with recommendations from their dentist via the Smile Virtual platform.

Quantifiable outcome

• 4.9 average rating from 200+ patient reviews

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• Smile VirtualcoreTechnology or IntegrationVirtual consultation platform partnership enabling patients to upload smile selfies and receive personalized video consultations and recommendations from PCCD dentists. Platform is branded as PCCD's virtual consultation tool at app.smilevirtual.com/PCCD/sign-up.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• NYC Center for Cosmetic Dentistry: High-end single-market cosmetic dental practice in Manhattan offering veneers, whitening, Invisalign, and smile makeovers. Comparable as a brand-led, premium cosmetic practice in a high-cost metro, though operating in a different geography.
• Sonrava Health (Western Dental): Large California-based DSO with hundreds of offices offering general dentistry, orthodontics, implants, and cosmetic services. Comparable in California regional density and breadth of cosmetic and specialty offerings.

Broad incumbents

• Aspen Dental: National DSO brand operating hundreds of dental offices focused on general dentistry, dentures, implants, and cosmetic services. Comparable through its emphasis on implants, dentures, and integrated lab workflows that overlap with PCCD's restorative and cosmetic offerings.
• Heartland Dental: Largest dental support organization in the US, providing non-clinical support to thousands of dentist-led offices. Relevant peer given PCCD's multi-specialty, multi-location model and consumer-facing brand.
• Pacific Dental Services: One of the largest DSOs in the US supporting hundreds of owner-dentist practices across general, cosmetic, and specialty dentistry. Comparable to PCCD as a multi-location, multi-specialty dental services operator in California, though at vastly greater scale and breadth.
• Gentle Dental: Multi-location dental practice group with strong West Coast presence offering general, cosmetic, orthodontic, and specialty services. Comparable through Bay Area/California footprint and similar mix of family and cosmetic services.
• Smile Brands: Multi-brand DSO supporting several hundred affiliated dental offices including the Bright Now! Dental brand across general, specialty, and cosmetic services. Comparable in multi-specialty scope and consumer brand orientation.

Emerging players

• Beverly Hills Institute of Dental Implants: Premium California cosmetic and implant dental practice focused on aesthetic smile transformations and full-mouth reconstruction. Comparable to PCCD through high-end cosmetic positioning, implant focus, and affluent West Coast clientele.
• Tend: Modern, design-forward dental studio chain targeting urban, design-conscious consumers with a tech-enabled experience. Comparable to PCCD in its premium positioning, brand-led marketing, and integration of digital tools like virtual consults into the patient journey.
• Archy: Dental practice management software and integrated lab services platform serving independent and group dental practices. Comparable as an indirect enabler of in-house digital lab and CAD/CAM workflows similar to PCCD's same-day crown and in-house ceramicist capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@peninsulacenterofcosmeticd4354
• Facebookfacebook.com/pccdnet
• Instagraminstagram.com/peninsulacosmeticdentistry
• Xx.com/hartleyfielddds
• LinkedInlinkedin.com/company/peninsula-center-of-cosmetic-dentistry

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Peninsula Center of Cosmetic Dentistry