Genesis Dental

What Genesis Dental does

Genesis Dental is a privately held, single-location dental practice headquartered at 5/288 Amherst Rd, Canning Vale, Western Australia, founded in 2015 by Dr. Serene Ong, Dr. Ben Luu, and Dr. Ashleigh Furfaro. The practice employs approximately ten clinical professionals, including Principal Dentists, General Dentists, and an Oral Health Therapist, and serves patients of all ages across the Perth metropolitan area through walk-ins, phone bookings, and an integrated online appointment system. Its service portfolio spans three categories: General Dentistry (check-ups, children's dentistry, wisdom tooth removal, extractions, emergency care, root canal treatment, mouth guards, mandibular advancement splints for sleep apnoea, and sedation), Restorative Dentistry (dentures, crowns and bridges, dental implants), and Cosmetic Dentistry (clear aligners, in-chair and take-home teeth whitening, veneers).

The business operates a direct-to-consumer model, generating revenue on a per-visit and per-procedure basis, with published pricing ranging from A$120 for a simple extraction to A$960 for professional in-chair whitening. Distribution relies on five health fund preferred-provider relationships (HBF, HCF, CBHS, HIF, NIB) processed through on-site HICAPS terminals, plus participation in two government schemes (Child Dental Benefits Schedule and Department of Veterans Affairs) and three third-party payment partners (Fund My Dental, Pretty Penny Finance, SuperCare) that expand access to higher-ticket treatments. The technology stack centres on standard modern dental equipment with the Trios 5 digital scanner as a recent capital investment enabling digital impressions and eliminating traditional putty moulds. Operations are regulated through QIP accreditation, ADAWA membership, and AHPRA registration.

Ownership remains entirely dentist-led with no disclosed venture capital, private equity, or corporate dental chain involvement. Two principals (Dr. Justin Soon and Dr. Jonathan Lo) have joined the founding cohort as equity principals, and additional dentists and an Oral Health Therapist have been added over time, while co-founder Dr. Ashleigh Furfaro commenced extended leave from March 2025. The practice holds no patents, has completed no disclosed acquisitions or funding rounds, and does not offer a public API or mobile application; its competitive positioning is grounded in local brand reputation, health-fund channel access, and the breadth of in-house specialisations (particularly implants and sleep dentistry) for a clinic of its size.

Name

Genesis Dental

Legal name

Genesis Dental

Website

https://genesisdental.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Genesis Dental is a private, single-location dental practice in Canning Vale, Perth, founded in 2015, serving consumers of all ages with general, restorative, and cosmetic dentistry across the Perth metropolitan area. It operates as a preferred provider for five major Australian health funds and two government dental schemes.

Ownership category

akta.pro rank

Product category

Dental Care Services

NAICS

Offices of Dentists (621210)

SIC

Services-Health Services (8000)

akta.pro industry

PRIMARYHLABAKAB

General Dentistry Group Practices

Healthcare & Life Sciences/Dental Care Services/Dental Service Organizations (DSOs) & Group Practices

SECONDARYHLABAAAB

Restorative General Dentistry (Fillings/Crowns/Bridges)

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

Keywords

• General dentistry services
• Cosmetic dental treatments
• Restorative dentistry services
• Emergency dental care
• Preventive dental care

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Consultation and Treatment Services: Genesis Dental generates revenue through providing comprehensive dental services including general checkups, cosmetic procedures, restorative treatments, and emergency care. Revenue is earned on a per-visit and per-procedure basis.
2. Health Fund Claims Processing: As a preferred provider with multiple health funds (HBF, HCF, CBHS, HIF, NIB), Genesis Dental processes claims via HICAPS on the spot, receiving payment from health funds for covered services.
3. Government Funded Dental Care: Revenue from government programs including Child Dental Benefits Schedule (CDBS) for eligible children aged 2-17, and Department of Veterans Affairs (DVA) Gold/White card holder treatments.
4. Payment Plan Processing: Partnership with Fund My Dental for interest-free weekly payment plans, and Pretty Penny Finance for personal loans ($2,000-$70,000) to fund larger dental treatments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Genesis Dental is a private dental clinic that provides comprehensive dental care services including general dentistry (check-ups, root canals, extractions, emergency care, mouth guards, sedation, mandibular advancement splints), restorative dentistry (dental implants, crowns, bridges, dentures), and cosmetic dentistry (teeth whitening, clear aligners, veneers). The single-location practice in Canning Vale, Perth serves patients of all ages, accepts all health funds via on-site HICAPS claiming, and offers payment plan options to make treatment accessible.

Product overview

Genesis Dental is a dental practice offering a comprehensive range of clinical dental services. Their service portfolio spans three main categories: General Dentistry (children's dentistry, checkups, extractions, root canals, emergency care, mouth guards, wisdom teeth removal, sedation), Restorative Dentistry (dental implants, crowns, bridges, dentures), and Cosmetic Dentistry (teeth whitening, clear aligners, veneers). They operate as a single-location practice in Canning Vale, Western Australia, providing integrated dental care from preventive maintenance to complex surgical and cosmetic procedures. The practice is fully equipped to handle patients of all ages and offers various payment options including health fund claiming, payment plans, and government scheme coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• General Dentistry Services A bundled clinical service category covering children's dentistry, mouth guards, wisdom teeth removal, tooth extractions, emergency dental care, root canal treatment, general checkups, mandibular advancement splints, and sedation dentistry, for patients of all ages in Canning Vale and greater Perth.
• Restorative Dentistry Services A bundled clinical service category covering dentures, crowns and bridges, and dental implants for patients with damaged or missing teeth requiring repair or replacement.
• Cosmetic Dentistry Services A bundled clinical service category covering clear teeth aligners, professional teeth whitening, and porcelain or composite veneers, for patients seeking aesthetic smile improvements.
• Children's Dentistry Specialised dental care for infants through teenagers, including check-ups, oral hygiene instruction, dietary advice, X-rays, fissure sealants, fillings, extractions, and orthodontic referrals.
• Dental Implants Titanium implant posts surgically placed in the jawbone to replace missing tooth roots, topped with custom-made crowns, for patients with missing teeth seeking durable, natural-looking replacement.
• Crowns & Bridges Fixed dental restorations where crowns cap damaged teeth and bridges span gaps left by one or more missing teeth by attaching to adjacent teeth or implants.
• Dentures Removable prosthetic replacements for missing teeth and surrounding tissues, available as full dentures for patients with no remaining natural teeth or partial dentures for those with some natural teeth.
• Teeth Whitening Professional whitening treatments available as in-chair procedures priced at $960 or take-home kits priced at $500, using custom-fitted trays and professional-grade bleaching solution for gradual at-home use over approximately two weeks.
• Teeth Aligners Clear, removable aligner trays that gradually straighten teeth as a discreet alternative to traditional braces, suitable for patients with mild to moderate alignment concerns.
• Veneers Thin, custom-made porcelain or composite shells bonded to the front surface of teeth to improve appearance by correcting shape, colour, and minor misalignment.
• Wisdom Teeth Removal Surgical extraction of wisdom teeth (third molars) with costs ranging from $220 to $480 per tooth depending on extraction complexity, suitable for impacted or problematic third molars.
• Tooth Extractions Simple tooth extractions priced from $120-$200 per tooth and surgical extractions priced from $285-$400 per tooth for severely decayed, damaged, or impacted teeth.
• Emergency Dentistry Same-day emergency dental care for severe pain, knocked-out teeth, broken teeth, abscesses, uncontrolled bleeding, and other urgent dental situations requiring immediate attention.
• Root Canal Treatment Endodontic treatment to remove infected tooth pulp, eliminate infection, and preserve the natural tooth from extraction.
• General Checkups Preventive dental examinations and professional cleanings recommended every six months to maintain oral health and detect issues at an early stage.
• Custom Mouth Guards Custom-fitted protective devices for teeth worn during contact sports or at night to prevent damage from teeth grinding (bruxism).
• Mandibular Advancement Splints Custom-made oral appliances worn during sleep to treat mild to moderate obstructive sleep apnoea and snoring by advancing the lower jaw to keep the airway open, typically lasting 4-5 years.
• Sedation Dentistry Anxiety-free dental care using inhalation sedation (nitrous oxide), oral sedation, or intravenous (IV) sedation for patients with dental anxiety or complex procedures.

Quantifiable outcome

• Dental implants can last 15-25 years or more with proper care
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• HBF Health FundcoreChannel Partner/ Reseller/ DistributorGenesis Dental is an HBF Members Plus preferred provider, offering HBF members reduced out-of-pocket costs on a wide range of dental treatments from routine check-ups to restorative and orthodontic procedures, with up to 100% cover on eligible preventive treatments depending on policy.
• HCF Health FundcoreChannel Partner/ Reseller/ DistributorGenesis Dental is an HCF More for Teeth provider, helping HCF members access higher benefits on dental treatments with fully covered diagnostic and preventive services for eligible members, claimable on the spot via HICAPS.
• CBHS Health FundcoreChannel Partner/ Reseller/ DistributorGenesis Dental is a CBHS Choice Network provider, offering CBHS members no-gap dental coverage on select treatments including check-ups, cleans, fillings, crowns, and orthodontics depending on level of cover.
• HIF Health FundcoreChannel Partner/ Reseller/ DistributorGenesis Dental is part of the HIF Choice Network, offering eligible HIF members 100% back on up to two check-ups and cleans per year with no gap on covered services, plus potential no-gap access to consultations, X-rays, and fluoride treatments.
• NIB Health FundcoreChannel Partner/ Reseller/ DistributorGenesis Dental is an NIB First Choice provider, meeting NIB's standards for care, qualifications, and facilities. NIB members enjoy reduced gaps on treatments from check-ups to restorative work with instant HICAPS claims processing.
• HICAPScoreTechnology or IntegrationOn-site HICAPS terminal enables instant health fund claims processing at appointment, allowing patients to claim benefits immediately without paperwork or waiting for reimbursement.
• Fund My Dental (The Tooth Market)coreChannel Partner/ Reseller/ DistributorFund My Dental offers interest-free weekly payment plans starting from $39/week, allowing patients to spread treatment costs over time without large upfront payments. Plans cover up to $1,000 (basic) or $2,000 (extended) in treatment.
• SuperCareminorChannel Partner/ Reseller/ DistributorSuperCare assists patients in accessing their superannuation early on compassionate grounds to fund necessary dental treatment. Genesis Dental prepares required clinical documentation for ATO submission.
• Department of Veterans Affairs (DVA)coreChannel Partner/ Reseller/ DistributorGenesis Dental is registered to provide DVA-funded dental care. Gold Card holders receive all clinically necessary dental treatment with no out-of-pocket cost; White Card holders for service-related conditions.
• Australian Government - Child Dental Benefits Schedule (CDBS)coreChannel Partner/ Reseller/ DistributorGovernment initiative providing up to $1,095 in dental benefits over two consecutive years for eligible children aged 2-17. Genesis Dental bulk bills CDBS patients with no gap for covered services including check-ups, cleans, fillings, and extractions.
• Australian Dental Association WA (ADAWA)minorOthersMembership in the Australian Dental Association Western Australia, a professional body representing dental professionals and promoting high standards of dental care.
• Australian Health Practitioner Regulation Agency (AHPRA)minorOthersRegistration with AHPRA ensures dental practitioners meet professional standards and competency requirements set by the Dental Board of Australia.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Smile Solutions: Large single-location multi-specialty dental practice in Melbourne offering general, cosmetic, specialist, and implant dentistry under one roof. Comparable to Genesis Dental as a high-service, dentist-owned multi-specialty practice, though significantly larger and operating from a flagship CBD location.

Broad incumbents

• 1300SMILES: ASX-listed dental group (owner of Maven Dental and DB Dental) operating practices across Australia including WA. Comparable to Genesis Dental in WA market presence and full-service offerings, but materially larger and corporate-owned.
• Pacific Smiles Group: ASX-listed dental group operating Pacific Smiles Dental and nib Dental Care Centres across Australia, offering general and cosmetic dentistry with strong health fund integration. Comparable to Genesis Dental in service offering and health fund alignment, but at significantly larger listed-company scale.
• Bupa Dental: National network of dental practices owned by Bupa, one of Australia's largest health insurers, offering general, cosmetic, and emergency dentistry. Highly comparable to Genesis Dental's preferred-provider / insurer-aligned model but operating at corporate scale across Australia.
• National Dental Care: Australian-owned DSO with a network of practices offering general, cosmetic, and specialist dental services. Comparable to Genesis Dental in clinical breadth but operates a multi-location corporate model across several states.
• Maven Dental: One of Australia's largest dental service organisations, operating dozens of practices across multiple states with multi-specialty offerings (general, cosmetic, implants, orthodontics). Highly comparable to Genesis Dental in service mix, but at materially larger national scale and with corporate ownership.

Direct peers

• DB Dental: Western Australia-focused dental group with multiple practices across Perth and regional WA offering general, cosmetic, and emergency dentistry. Direct geographic peer to Genesis Dental in the Perth metro market with a similar multi-service general practice model.
• HBF Dental: WA-based dental centres operated by HBF Health Fund, offering preferred-provider dentistry to HBF members in the Perth metro. Direct peer to Genesis Dental given both compete for the same HBF-insured patient pool in Canning Vale / Perth with a preferred-provider go-to-market.
• Aim Dental Group: Western Australia-based dental group with multiple Perth locations providing comprehensive general, cosmetic, and emergency dentistry. Closest scale and geographic peer to Genesis Dental in the Perth market.
• Primary Dental: Australian dental group operating practices co-located with medical centres, providing general dentistry, cosmetic treatments, and emergency care. Comparable to Genesis Dental as a multi-service private dental operator with similar patient demographic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/genesisdentalwa

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Genesis Dental