Braces R Us
Braces R Us is a family-owned orthodontic practice operating three clinics in Arizona and Idaho, providing traditional braces, Invisalign, LightForce 3D-printed brackets, and retainers for children, teens, and adults under Dr. Troy Williams.
- Company typePrivate
- Founded2008
- HeadquartersMesa, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Braces R Us does
Braces R Us is a family-owned orthodontic practice operating three clinic locations across Arizona and Idaho, with its headquarters in Mesa, Arizona and additional offices in Twin Falls and Hailey, Idaho. The practice is led by Dr. Troy Williams, a DDS/PhD and American Board of Orthodontics board-certified orthodontist with over 20 years of clinical experience, placing him among approximately 1,200 board-certified orthodontists nationwide. The company provides comprehensive orthodontic care including traditional braces, LightForce 3D-printed ceramic brackets, Invisalign clear aligners, and multiple retainer types (Vivera, Hawley, Essix), supplemented by V-Pro 5 vibratory acceleration, iTero digital intraoral scanning, Philips Zoom whitening, and Phase I early intervention treatment.
The company serves children aged 7 and older, teenagers, and adults, with a particular focus on budget-conscious families. Per-case pricing ranges from $2,500–$7,000 for traditional braces, $4,500–$7,500 for LightForce ceramic brackets, $3,000–$8,000 for Invisalign, and $200–$500 for retainers. The business accepts Medicaid, commercial dental insurance, and CareCredit financing, and offers interest-free in-house payment plans plus free initial consultations. The practice reports a 95% bite improvement success rate and 80% patient satisfaction as published outcome metrics.
The clinical workflow is anchored on iTero intraoral scanning and Align Technology's ClinCheck treatment planning software, supported by operational integrations including CareCredit for patient financing, Weave for scheduling and virtual consultations, and Google Analytics for marketing intelligence. The practice is piloting LightForce 3D-printed bracket systems and has integrated V-Pro 5 to potentially shorten treatment timelines. The business model is fee-for-service orthodontic care distributed across three physical locations, with growth driven by geographic expansion, technology adoption, and channel diversification rather than third-party funding or institutional capital.
Braces R Us firmographics
Firmographics- Name
- Braces R Us
- Legal name
- Braces R Us
- Website
- https://bracesrusmesa.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Braces R Us is a family-owned orthodontic practice operating three clinics in Arizona and Idaho, providing traditional braces, Invisalign, LightForce 3D-printed brackets, and retainers for children, teens, and adults under Dr. Troy Williams.
- Ownership category
- akta.pro rank
Braces R Us industry classification
Industry- Product category
- Orthodontic Services
- NAICS
- Offices of Dentists (6212)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro primary industry
- Comprehensive Orthodontic Clinics (HLABABAA)
- akta.pro secondary industries
- Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE), Orthodontic Group Practices (HLABAKAC)
Keywords
Where Braces R Us is headquartered
LocationHeadquarters
- HQ city
- Mesa
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Braces R Us business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Orthodontic Treatment Services: One-time treatment services including traditional braces, LightForce braces, and Invisalign clear aligners. Treatment typically spans 12-24 months with payment plans available. Revenue is generated per treatment case.
- Retainers and Post-Treatment Products: Sale of retainers (Vivera, Hawley, Essix) and post-treatment maintenance products. Includes repair services and replacement retainers.
- Teeth Whitening Services: Philips Zoom in-office whitening and take-home whitening kits offered as add-on services post-treatment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Traditional Metal Braces |
| Unit Pricing | Multi-year contract | LightForce 3D Ceramic Braces |
| Unit Pricing | Multi-year contract | Invisalign Clear Aligners |
| Unit Pricing | Pay-as-you-go | Dental Retainers |
| Freemium | Pay-as-you-go | Free Initial Consultation |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
Braces R Us product offering
Product offeringCore offering
Braces R Us is a family-owned orthodontic practice that delivers teeth-straightening treatments including traditional metal braces, LightForce 3D-printed ceramic braces, and Invisalign clear aligners, alongside retention products and complementary services such as Philips Zoom whitening and accelerated treatment with the V-Pro 5 device. All clinical care is delivered in-office across three clinic locations in Mesa AZ, Twin Falls ID, and Hailey ID under the direction of a board-certified orthodontist.
Product overview
Braces R Us is an orthodontic practice operating as a single-location healthcare service with multiple offices in Mesa, Arizona and Twin Falls/Hailey, Idaho. The core offering consists of three main treatment categories: Traditional Braces (stainless steel metal braces with customizable colors), LightForce Braces (advanced 3D-printed ceramic bracket system using digital workflows), and Invisalign Clear Aligners (removable clear plastic aligners). These are supported by retention products including Vivera, Hawley, and Essix retainers, plus adjunct technologies such as V-Pro 5 acceleration device and iTero digital scanning. Post-treatment cosmetic options include Philips Zoom whitening. The practice also offers Phase I limited treatment for children and virtual consultation services. All treatments are delivered by Dr. Troy Williams, a board-certified orthodontist with over 20 years of experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Traditional Metal Braces
Quantifiable outcome
- 95% success rate in bite improvements
- +4 more outcomes
Companies that use Braces R Us
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Braces R Us technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature5 records
Braces R Us partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Braces R Us competitors and assessment
Company assessmentEmerging players
- Candid: Direct-to-consumer clear aligner brand that pairs remote treatment monitoring with in-office orthodontic oversight. Comparable as an emerging player targeting the same adult and price-sensitive orthodontic patient segment with a hybrid remote/in-person delivery model.
Broad incumbents
- Pacific Dental Services: Dental support organization providing business and technology infrastructure to supported dental practices, many of which offer orthodontic services including braces and clear aligners. Comparable as a scaled incumbent with overlapping patient-acquisition and operational capabilities.
- Tend Dental: Multi-location dental practice operator offering general dentistry, cosmetic services, and orthodontics (including Invisalign) in upscale urban retail settings. Comparable in patient demographic and digital-forward, experience-led positioning.
- Aspen Dental: Large DSO supporting hundreds of branded dental offices across the U.S., offering general dentistry, orthodontics, and specialty services including Invisalign. Comparable as a broad incumbent competing for orthodontic patients through retail-style clinic locations.
- Heartland Dental: One of the largest dental support organizations in the U.S., providing non-clinical support to affiliated dental and orthodontic offices. Comparable as a large incumbent platform competing for orthodontic patients via scaled marketing, procurement, and recruiting.
Direct peers
- IWC Orthodontics: Multi-office orthodontic specialty practice offering braces, Invisalign, and clear aligners with digital workflow and patient-focused experience. Comparable as a small-to-mid-sized regional orthodontic group practice operating in similar mid-size U.S. markets.
- Simply Orthodontics: Multi-location orthodontic practice group offering traditional braces, clear braces, and Invisalign across several U.S. states. Closely comparable in business model, treatment menu, and patient demographic focus (teens and adults seeking orthodontic correction).
- Corus Orthodontists: Orthodontist-owned partnership network of orthodontic practices across North America. Comparable as a multi-office orthodontic group practice platform with shared back-office and clinical technology resources, competing in the same orthodontist-run service category.
- Smile Doctors: Largest orthodontic-focused DSO in the U.S., operating hundreds of affiliated orthodontic clinics across multiple states. Directly comparable as the dominant scaled orthodontic practice group, offering braces, Invisalign, and clear aligners through a similar office-based delivery model.
Others
- LightForce Orthodontics: Manufacturer of 3D-printed custom ceramic orthodontic brackets that Braces R Us uses as a key technology differentiator. Comparable as an enabling technology partner / supplier whose roadmap and pricing directly influence the practice's clinical offering and economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Braces R Us social profiles
Digital presenceBraces R Us financial estimates
Financial estimateRevenue estimate
Valuation estimate
Braces R Us leadership team
Management profileNumber of profiles
Profiles1 record
Braces R Us funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Braces R Us M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Braces R Us
What does Braces R Us do?
Braces R Us is a family-owned orthodontic practice that delivers teeth-straightening treatments including traditional metal braces, LightForce 3D-printed ceramic braces, and Invisalign clear aligners, alongside retention products and complementary services such as Philips Zoom whitening and accelerated treatment with the V-Pro 5 device. All clinical care is delivered in-office across three clinic locations in Mesa AZ, Twin Falls ID, and Hailey ID under the direction of a board-certified orthodontist.
Is Braces R Us a public or private company?
Braces R Us is a private company. It is classified as family owned and is currently operating.
When was Braces R Us founded?
Braces R Us was founded in 2008. It employs 11 to 50 people.
Where is Braces R Us based?
Braces R Us is headquartered in Mesa, United States, in the North America region.
How does Braces R Us make money?
Three revenue lines are on record. Orthodontic Treatment Services are the primary driver. The others are retainers and Post-Treatment Products and teeth Whitening Services.
Who are Braces R Us's main competitors?
Candid is listed as an emerging player. Broad incumbents are Pacific Dental Services, Tend Dental, Aspen Dental and Heartland Dental. Direct peers are IWC Orthodontics, Simply Orthodontics, Corus Orthodontists and Smile Doctors. LightForce Orthodontics is listed as an others.
Does Braces R Us have an API?
No public API is recorded for Braces R Us.
What industry is Braces R Us in?
Braces R Us's product category is Orthodontic Services. Its primary akta.pro industry code is HLABABAA, Comprehensive Orthodontic Clinics, with a secondary code of HLABABAE, Traditional Braces (Metal/Ceramic/Lingual) Providers. Its NAICS code is 6212 and its SIC code is 8011.