Orthodontists Associates

What Orthodontists Associates does

Orthodontists Associates of Western New York, PC is a private professional corporation operating a multi-location orthodontic practice across the Western New York region. Founded in 1961 by Dr. Dominic Colarusso Sr. and now led by his son Dr. Dominic A. Colarusso Jr. as President, the practice employs five orthodontists and operates seven offices spanning Erie, Niagara, Chautauqua, and Cattaraugus counties (Hamburg, Orchard Park, Lancaster, Olean, Dunkirk, East Aurora, and Niagara Falls). It delivers a full spectrum of orthodontic care for children, adolescents, and adults, including traditional metal braces, clear ceramic braces, Invisalign clear aligners, dentofacial orthopedics, surgical orthodontics, Temporary Anchorage Devices (TADs), sleep apnea oral appliances, and specialized craniofacial orthodontics for cleft lip and palate.

The practice's underlying technology stack centers on clinical orthodontic hardware (Invisalign's FDA-cleared Class II aligner system, titanium-alloy TADs) and on-site advanced imaging — i-CAT/CBCT 3D cone-beam computed tomography providing panoramic diagnostics in under five seconds at lower radiation than older CT systems. Two of its orthodontists serve on the Golisano/Oishei Children's Hospital Craniofacial team, and the practice holds ACPA Approved Team and Cross-Specialty Team certifications. Revenue is generated through professional service fees for orthodontic treatment, with case pricing ranging approximately $3,000-$8,000 depending on modality and complexity. The go-to-market motion is direct-to-consumer with complimentary initial examinations, interest-free in-house financing, CareCredit third-party financing, and participation as in-network providers across 13+ insurance carriers including Medicaid. Marketing is content-led via an educational blog, video library, location-specific SEO, and a Facebook presence (OrthoWNY).

Name

Orthodontists Associates

Legal name

Orthodontists Associates of Western New York, PC

Website

https://orthowny.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1–10 employees

Short description

Orthodontists Associates of Western New York is a private, partner-owned orthodontic practice operating seven offices across Western New York with five orthodontists, serving children, teens, and adults with braces, Invisalign, surgical and craniofacial orthodontics.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Early Interceptive Orthodontics (Phase I) (HLABABAF), Pediatric Orthodontics (HLABABAB), Adult Orthodontics (HLABABAC), Cleft & Craniofacial Orthodontics (HLABABAH)

Keywords

• Orthodontic treatment
• Clear aligner therapy
• Traditional dental braces
• Craniofacial orthodontics
• 3D dental imaging

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: The practice generates revenue through providing orthodontic treatment services including braces, clear aligners, and related dental procedures. Treatment fees vary by case complexity and are determined during the complimentary initial examination.
2. Inside Office Financing: Interest-free payment plans allowing patients to spread treatment costs over the course of treatment with initial down payment and monthly installments.
3. CareCredit Healthcare Financing: Third-party financing option allowing patients to pay for treatment with no initial payment, deferred interest, and extended monthly plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Orthodontists Associates of Western New York is a multi-location orthodontic professional practice delivering comprehensive orthodontic care including preventive/early intervention (starting at age 7), corrective treatments (traditional metal braces, clear/ceramic braces, Invisalign clear aligners, TADs), and specialized care (dentofacial orthopedics, surgical orthodontics, craniofacial/cleft lip and palate treatment, and sleep apnea treatment). All services are delivered by five orthodontists across seven Western New York offices with complimentary initial examinations and i-CAT/CBCT diagnostic imaging.

Product overview

Orthodontists Associates of Western New York is a multi-location orthodontic practice offering comprehensive orthodontic care through seven convenient locations across Western New York. The practice provides a unified portfolio of orthodontic treatments organized around three core service areas: preventive/early intervention (Early Orthodontic Treatment, Diagnostic Records with CBCT imaging), corrective treatments (Traditional Metal Braces, Clear/Ceramic Braces, Invisalign Clear Aligners, Temporary Anchorage Devices), and specialized care (Dentofacial Orthopedics, Surgical Orthodontics, Craniofacial Orthodontics, Sleep Apnea Treatment). All services are delivered by five orthodontists and include complimentary initial examinations, with treatments available for children, adolescents, and adults.

Differentiator

Problem solved

Functional benefit

Products and services

• Early Orthodontic Treatment Interceptive orthodontic treatment for children starting at age 7, focusing on guiding jaw development, creating space for crowded teeth, and preventing more complex issues later in life. Targeted at parents of pediatric patients.
• Invisalign Clear Aligners FDA-cleared clear aligner system for teenagers and adults to straighten teeth without metal brackets and wires, using custom-made polyurethane resin aligners worn 20-22 hours daily. Treatment costs range $3,500–$8,000 per the manufacturer.
• Clear Braces Ceramic braces that are less conspicuous than traditional metal braces, using clear or tooth-colored brackets for a more aesthetic orthodontic treatment option. Costs range from $4,000 to $8,000.
• Traditional Metal Braces Stainless steel braces with metal brackets cemented onto teeth and metal archways for correcting various orthodontic issues including crowding, overbites, underbites, and crossbites. Costs range from $3,000 to $7,000.
• Complimentary Orthodontic Exam Free initial examination including clinical examination of teeth to identify orthodontic problems such as crowding, overbites, underbites, crossbites, and gaps. Functions as the practice's primary patient acquisition offering.
• Diagnostic Records Complete diagnostic records including medical/dental history, clinical examination, study models, facial photos, X-rays, CBCT digital imaging, rhynomanometry, and take-home sleep tests. Approximately $700 without insurance.
• Dentofacial Orthopedics Treatment focusing on guiding facial bone growth and development, particularly in children and adolescents, using specialized appliances to correct jaw misalignments.
• Surgical Orthodontics Orthognathic/corrective jaw surgery performed in partnership with oral surgeons to treat severe jaw misalignments that braces alone cannot correct, including mandibular advancement, maxillary surgery, and openbite correction.
• Craniofacial Orthodontics Specialized treatment for cleft lip and palate and other craniofacial birth defects, working as part of a multidisciplinary team with speech therapists, oral surgeons, and plastic surgeons. Supported by ACPA Approved Team designation.
• Temporary Anchorage Devices (TADs) Mini-implants made of titanium alloy that serve as anchors for braces, providing stable anchorage points to support tooth movement during orthodontic treatment. Replaces need for traditional headgear.
• Sleep Apnea Treatment Orthodontic treatment for obstructive, central, and complex sleep apnea using oral appliances that reposition the jaw or tongue to keep airways open during sleep.
• i-CAT Scans and CBCT Digital Imaging 3D cone beam computed tomography imaging providing panoramic X-rays of face, jaw, and teeth with lower radiation exposure than traditional CT scans for accurate diagnostics and treatment planning. Scan completes in less than 5 seconds.

Quantifiable outcome

• Free initial orthodontic examination and consultation
• +2 more outcomes

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

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Golisano Children's Hospital / Oishei Children's Hospital Craniofacial CentercoreStrategic or Co-development PartnerDrs. Hietanen and Dusel serve as orthodontists on the Craniofacial team at Golisano Children's Hospital (also known as Oishei Children's Hospital). The Craniofacial Center aims to improve outcomes for patients through coordinated care, education, research, and advocacy, specializing in treatment of cleft lip & palate, craniofacial malformations, craniosynostosis, ear anomalies, and hypernasal speech.
• Insurance Carriers NetworkcoreChannel Partner/ Reseller/ DistributorThe practice participates with multiple insurance carriers including Assurant/Dental Health Alliance, Aetna, United Concordia, UNUM, SunLife, CSEA, Delta Dental, GHI, Guardian, Healthplex, Met Life, Pro Benefits/Dental Shop/Dental Pay Plus, and Cigna. As a participating provider, they offer lower treatment fees and increased insurance benefits to patients.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• SmileDirectClub: Pioneer direct-to-consumer clear aligner brand (now largely defunct post-bankruptcy). Comparable as a DTC orthodontic disruptor that trained consumers to seek lower-touch aligner treatment outside traditional offices, reshaping the case-mix economics for practices like Orthodontists Associates.
• Candid Co. Direct-to-consumer and hybrid clear aligner company working with affiliated dentists and orthodontists. Comparable as a competing delivery model for mild-to-moderate orthodontic cases that historically routed through in-office practices.

Broad incumbents

• Western Dental & Orthodontics: Multi-state DSO offering general dentistry and orthodontics, including clear aligners and traditional braces. Comparable as a large, multi-location orthodontic provider targeting similar consumer demographics, though concentrated in Western and Southwestern US states.
• Pacific Dental Services: Dental support organization supporting hundreds of practices including specialty orthodontic services. Comparable as a large-scale clinical operations platform competing for orthodontic case volume and clinician talent in regional US markets.
• Aspen Dental: One of the largest DSOs in North America with hundreds of locations offering general dentistry and orthodontics, including clear aligners. Comparable as a competing multi-location consumer-facing orthodontic and dental provider, though much larger and broader in scope.
• Heartland Dental: Largest dental support organization in the US, supporting 1,700+ offices across general dentistry and specialty services. Comparable as a scaled multi-location platform that competes with independent practices for both patients and clinician recruitment.
• Smile Doctors: Largest orthodontic-focused DSO in the US, with 300+ affiliated orthodontic locations across most states. Comparable as a scaled orthodontic consolidator that competes with independent multi-location practices for both patient acquisition and orthodontic partner recruitment.

Others

• Align Technology: Manufacturer of the Invisalign clear aligner system used by Orthodontists Associates. Comparable as the upstream technology provider and category-defining player in adult/adolescent clear aligner orthodontics — not a direct practice competitor but a critical vendor and market shaper.

Direct peers

• Get It Straight Orthodontics: Multi-location orthodontic practice in the Buffalo/Niagara region offering braces, Invisalign, and early treatment. Closest comparable as a direct regional competitor operating multiple offices in the same Western New York geography.
• Borquez Family Orthodontics: Single-location orthodontic practice serving the Western New York area with traditional braces, clear braces, and Invisalign. Comparable as a regional direct competitor competing for orthodontic case volume in the same Buffalo-area market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OrthoWNY
• Xx.com/orthoassocny
• LinkedInlinkedin.com/company/orthodontists-associates-of-western-new-york

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Orthodontists Associates