Schoettger Orthodontics

What Schoettger Orthodontics does

Schoettger Orthodontics is a private, family-owned orthodontic professional corporation (PC) headquartered in Lincoln, Nebraska, operating a second location in Seward. Founded by Dr. Bob Schoettger over 40 years ago, the practice is now led by his children, board-certified orthodontists Dr. Jared Schoettger (DDS, MS) and Dr. Anna Schoettger (DDS, MS). The firm serves pediatric, teen, and adult patients across Lincoln, Seward County, and surrounding rural Nebraska communities, offering traditional metal and ceramic braces, white gold/champagne brackets, LightForce 3D-printed custom brackets, SureSmile AI-customized wires, and Invisalign clear aligners. The practice holds Blue Diamond+ Invisalign provider status — the top 1% nationwide and the only one in Nebraska.

The clinical platform combines iTero digital intraoral scanning, SureSmile robotic wire customization, LightForce 3D-printed brackets, and an in-house orthodontic laboratory (staffed by technician "Ellen") that produces retainers, lingual wires, and 3D-printed appliance models. Adjacent offerings include interceptive orthodontics (RPE, Herbst, Nance, Pendulum appliances), Invisalign First and Teen, laser gingivectomy, airway assessment, two-phase treatment, custom mouthguards, and a Retainer Plus replacement program. Technology integrations are sourced from third-party vendors (Align Technology/iTero, SureSmile/Dentsply Sirona, LightForce) rather than developed in-house.

The revenue model is service-based with two streams: (1) one-time comprehensive treatment packages priced $3,500–$8,000 depending on complexity (same price whether the patient selects metal, ceramic, white gold, or Invisalign), inclusive of all visits, retainers, after-hours care, and one year of follow-up; and (2) no-interest monthly subscription-style payment plans with family and prepayment discounts, plus FSA/HSA acceptance and insurance benefit maximization. Go-to-market is sales-led via free 60-minute digital consultations, a dedicated dentist referral channel with a coordinator and patient portal, and community marketing (school sponsorships, events, social media under #SchoettgerShine). The practice employs 11–50 staff and operates two physical sites with no disclosed funding rounds, M&A activity, or external investors.

Name

Schoettger Orthodontics

Legal name

Schoettger Orthodontics, PC

Website

https://schoettger.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Schoettger Orthodontics is a family-owned orthodontic practice in Lincoln and Seward, Nebraska, led by board-certified siblings Dr. Jared and Dr. Anna Schoettger. It offers braces, Invisalign (Blue Diamond+ status), and interceptive orthodontics to children, teens, and adults using iTero scanning, SureSmile, and LightForce technology.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210), Dental Laboratories (339116)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Clear Aligner Orthodontics (HLABABAD), Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC)

Keywords

• Orthodontic treatment services
• Clear aligner therapy
• Braces and retainers
• Digital orthodontic scanning
• Interceptive orthodontics

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: One-time comprehensive orthodontic treatment packages including braces or Invisalign. Treatment fee covers all visits, retainers, after-hours care, and follow-up visits for up to one year. Same pricing for braces or clear aligners.
2. Payment Plans: No-interest monthly payment plans with automatic monthly deductions. Family discounts and payment-in-full discounts available. Insurance benefit maximization service.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Schoettger Orthodontics is a family-owned orthodontic practice providing comprehensive orthodontic care, including traditional metal braces, ceramic clear braces, white gold brackets, Invisalign clear aligners, SureSmile and LightForce digital braces, retainers, custom mouthguards, and specialized appliances for children, teens, and adults across two Nebraska clinic locations.

Product overview

Schoettger Orthodontics is a family orthodontic practice offering a comprehensive portfolio of orthodontic treatments centered around two primary modalities: braces and Invisalign clear aligners. Their braces offerings include traditional metal, clear ceramic, and white gold/champagne bracket options, enhanced with SureSmile digital wire customization and LightForce 3D-printed custom brackets. As a Blue Diamond+ Invisalign provider (top 1% nationwide), they offer Invisalign for kids, teens, and adults, including Invisalign First for early intervention and specialized palate expanders. The practice differentiates through advanced technology including iTero digital scanning for impressions-free experience, an in-house orthodontic laboratory for custom appliances and retainers, and digital smile simulations. Specialized treatments include two-phase interceptive orthodontics for children, rapid palatal expanders, Herbst appliances, laser gingivectomy, airway assessment, and custom mouthguards. Patient retention is supported through the Retainer Plus Program, permanent lingual retainers, and a Next Wave Kids Club engagement program. The practice operates with a free consultation model and maintains a patient portal for ongoing care management.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Metal Braces
• Ceramic Clear Braces

Quantifiable outcome

• Treatment time reduced by up to 40% with advanced technology
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Seward Dental CliniccoreChannel Partner/ Reseller/ DistributorSchoettger Orthodontics operates their Seward office within the Seward Dental Clinic location. This partnership provides convenient access for Seward area patients at an established dental facility.
• Lincoln Children's ZoominorGTM or Marketing PartnerSponsorship of Lincoln Children's Zoo events including Zoo Lights. Practice has a sponsor sign by the Ellie the Elephant play structure. Donated VIP tickets to patients.
• Local Schools and Youth OrganizationsminorGTM or Marketing PartnerActive community sponsor for local schools, youth activities, and sports teams in Lincoln and Seward. Donates treats, sponsors events, and supports school programs.
• Invisalign (Align Technology)coreTechnology or IntegrationBlue Diamond Tier provider (top 1% nationwide). Uses Invisalign clear aligners as a treatment tool. iTero scanners integrated with Invisalign treatment planning. First and only Blue Diamond+ provider in Nebraska.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Pacific Dental Services: DSO supporting dental and specialty practices (including orthodontics) across nearly 1,000 supported offices in the U.S. Comparable to Schoettger as a practice-support platform delivering orthodontic services to patients via affiliated offices, but operates at significantly greater scale and breadth.
• Aspen Dental: National DSO supporting branded Aspen Dental offices that include orthodontic offerings alongside general dentistry. Comparable as a multi-location practice operator providing braces and aligner treatment, though orthodontics is one of many services within its broader general-dentistry-led portfolio.
• Heartland Dental: Largest U.S. dental support organization supporting general dentistry and specialty services including orthodontics across ~1,700 offices. Overlaps with Schoettger as a provider of orthodontic treatment in affiliated offices but is far broader, supplying general dentistry as well as ortho within a multi-specialty footprint.
• Great Expressions Dental Centers: Multi-location dental group providing general dentistry, orthodontics, and specialty services across multiple U.S. states. Comparable to Schoettger on orthodontic service delivery (braces and Invisalign) but operates as a DSO-supported group rather than an independent family practice.
• 42 North Dental: Multi-state dental support organization supporting general and specialty practices including orthodontics in the Northeast and Midwest. Comparable as a multi-location group practice operator offering orthodontic services within a broader dental-care portfolio, though geographically focused east of Nebraska.

Direct peers

• Smile Doctors: Largest orthodontic-focused DSO in the U.S., operating hundreds of affiliated orthodontic offices across 20+ states. Directly comparable to Schoettger on core service (braces and Invisalign treatment) and patient segments (kids, teens, adults), though at materially larger scale and with private-equity backing.

Emerging players

• Candid (CandidPro): Clear-aligner company that pivoted from direct-to-consumer to a dentist/orthodontist-supervised channel offering CandidPro aligners. Comparable to Schoettger on the clear-aligner product side, particularly for adults seeking discreet treatment, though it operates through a network model rather than running its own clinics.
• SmileDirectClub (defunct; relevant competitor context): Once-leading DTC clear-aligner brand that filed for bankruptcy in 2023 and discontinued its aligner operations. Included for context as a historical direct-to-consumer competitor that pressured traditional orthodontic practices like Schoettger on price and convenience in adult clear-aligner cases.

Regional players

• Rocky Mountain Orthodontics (a DSO-supported ortho group): Multi-location orthodontic group operating across the Rocky Mountain and Midwest regions, offering braces and Invisalign. Comparable as an orthodontic-focused group practice serving similar patient demographics, though primarily operating in Colorado and surrounding states rather than Nebraska.
• Goldberg Orthodontics: Independent multi-doctor orthodontic practice group based in the Midwest (Missouri). Comparable to Schoettger as a similarly sized independent family-style orthodontic group using modern digital technology and offering braces and clear aligners, with comparable treatment philosophy and price-point positioning, though operating in a different Midwest metro.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SchoettgerOrthodontics
• Instagraminstagram.com/schoettgerortho
• LinkedInlinkedin.com/company/schoettger-orthodontics-pc

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 Schoettger Orthodontics