PRO-Craft Dental Laboratory

What PRO-Craft Dental Laboratory does

PRO-Craft Dental Laboratory, Inc. is a family-owned, full-service dental laboratory headquartered in Murrieta, California, manufacturing custom dental restorations at a single US facility since 1979. The company serves private dental practices across the United States through a relationship-based, sales-led B2B model, with each account supported by a dedicated master technician — explicitly positioned as an alternative to large 'Big Box mega labs.' Its product portfolio spans six categories: Crown & Bridge (All-Z Solid Zirconia, All-Z Plus High Translucent Zirconia, PRO-Z Full Layered Zirconia, IPS e.max, and PFM), Removables (premium full dentures, Valplast flexible partials, Vitallium metal partials), Implants (All-On-4 full-arch prostheses, custom titanium and zirconia abutments, milled titanium bars), Occlusal Appliances (nightguards, sports mouthguards, EMA sleep apnea device), Case Planning Products (TRIAD Diagnostic Wax-Up, Kois Dento-Facial Analyzer, The Ladder Shade Guide, Z-Prime Plus), and the Free iTero Digital Scanner Program. Revenue is generated on a per-case, quote-based pricing model, with warranty terms ranging from 1 year (dentures) to lifetime (All-Z) and standard turnaround of 7 days for conventional cases and 4 days for digital scans.\n\nTechnology centers on a hybrid stack combining master ceramist handcrafting with CAD/CAM digital manufacturing, proprietary Micro Layering Technology (MLT) and Digi-Deck uncut model systems, AI-assisted scanning and AI-enhanced crown design/milling on the All-Z and All-Z Plus lines, 10x microscope workstations, and a 10-step quality assurance process. The lab accepts both traditional mailed PVS impressions and digital STL files from every major scanner brand (iTero, 3Shape, CEREC/Sirona, 3M True Definition, Carestream, E4D), with materials sourced from partners including Ivoclar, Argen, Roland, and Envision. Distribution is direct: dentists mail physical impressions or upload digital scans, with no third-party intermediaries or offshoring. Marketing is content-driven through blog, learning center, video, newsletters, and case studies, with lead generation anchored to the free starter kit and complimentary iTero scanner offering. The company has no subsidiaries, no institutional investors, and no public funding history; ownership remains with the Schubert family.

Name

PRO-Craft Dental Laboratory

Legal name

PRO-Craft Dental Laboratory, Inc.

Website

https://pro-craft.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

PRO-Craft Dental Laboratory is a family-owned, full-service US dental laboratory in Murrieta, California, manufacturing custom crowns, bridges, implants, dentures, and occlusal appliances for private dental practices since 1979 using a blend of master ceramist handcrafting and CAD/CAM digital workflows.

Ownership category

akta.pro rank

Product category

Dental Laboratory Services

NAICS

Dental Laboratories (339116)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Crown & Bridge (Fixed Prosthetics) Fabrication (HLABAJAA)

akta.pro secondary industries

Removable Prosthetics (Dentures/Partials) Fabrication (HLABAJAB), Implant Prosthetics & Abutment Fabrication (HLABAJAC), CAD/CAM Digital Design & Milling Centers (HLABAJAE), Implant Prosthodontics (Implant-Supported Restorations) (HLABAFAC)

Keywords

• Dental laboratory services
• Dental crown manufacturing
• Dental implant prosthetics
• Digital dental restorations
• Removable dental appliances

Headquarters

HQ city

Murrieta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Dental Restoration Manufacturing: PRO-Craft operates as a full-service dental laboratory producing custom dental restorations including crowns, bridges, dentures, implants, and occlusal appliances. Dentists submit cases (either traditional impressions or digital scans) and receive finished restorations. Revenue is generated on a per-case basis with different products having varying price points based on complexity and materials used.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

PRO-Craft Dental Laboratory is a full-service, family-owned dental laboratory that manufactures custom dental restorations including crowns, bridges, dentures, implant prosthetics, and occlusal appliances. The company combines traditional master ceramist handcrafting techniques with CAD/CAM and AI-assisted digital workflows, accepting both digital scans and traditional impressions from dental practices. All products are handcrafted at the company's single facility in Murrieta, California.

Product overview

PRO-Craft Dental Laboratory is a full-service dental laboratory (operating since 1979) that combines traditional handcrafting techniques with advanced digital scanning, CAD/CAM, and AI technology to produce a comprehensive range of dental restorations and appliances. The portfolio spans six core product categories: Crown & Bridge (All-Z Solid Zirconia, ALL Z Plus High Translucent Zirconia, PRO-Z Full Layered Zirconia, IPS e.max, PFM), Removables (Premium Full Dentures in Lucitone 199 acrylic, Valplast Flexible Partials, Vitallium Metal Partials), Implants (All-On-4 Full Arch Prosthesis, Custom Ti Bases, Titanium Bars, Custom Titanium Abutments, Custom Zirconia Abutments), Occlusal Appliances (EMA Sleepbetter Oral Appliance for sleep apnea/snoring, nightguards, sports mouthguards), Case Planning Products (TRIAD Diagnostic Wax-Up, Kois Dento-Facial Analyzer, The Ladder Shade Guide, Z-Prime Plus), and a Free iTero Digital Scanner Program. All products are handcrafted at PRO-Craft's facility in Murrieta, California, and the company accepts both digital and traditional impressions. Key technology differentiators include AI-enhanced crown design and milling (All-Z and All-Z Plus), CAD/CAM digital workflows, and a 10-step quality assurance process on every case.

Differentiator

Problem solved

Functional benefit

Brands

• ALL-Z: High-Strength Full Contour Zirconia Crowns - monolithic solid zirconia crown and bridge material
• ALL-Z Plus
• PRO-Z Full Layered Zirconia
• IPS e.max
• Creation PFM

Products and services

• All-On-4 Full Arch Implant Prosthesis Screw-retained, cement-free full-arch implant prosthetic using All-Z Plus solid zirconia with built-in layered translucency, natural gingival esthetics, hand-layered tissue ceramics, and works with all major implant brands.
• Free iTero Digital Scanner Program A program offering qualifying dental practices a free iTero intraoral scanner with a 30-day trial, complimentary services (free remakes, adjustments, rush cases), free scan bodies, and restorations delivered in as fast as 3 working days.
• All-Z Solid Zirconia Crowns High-strength full-contour 100% monolithic zirconia crowns enhanced by artificial intelligence, designed and milled on AI-assisted machines with 1150 MPa flexural strength and a conditional lifetime guarantee against breakage.
• ALL Z Plus High Translucent Zirconia Crowns AI-enhanced high translucent solid zirconia crowns combining the aesthetics of pressed ceramic with the strength of solid zirconia; requires only 0.06mm minimum reduction with 900 MPa flexural strength.
• PRO-Z Full Layered Zirconia Crowns Full-layered zirconia crowns more opalescent and translucent than other zirconia, designed and milled using CAD/CAM technology with full zirconia occlusal surfaces and 900-1050 MPa flexural strength, with up to 7-year warranty.
• Porcelain Fused to Metal (PFM) Dental Crowns Hand-crafted PFM restorations using Porcelain to Cobalt Chrome (PCC) technology, merging porcelain aesthetics with the strength of precision-milled Co/Cr alloy free of nickel and beryllium, suitable for anterior and posterior full restorations.
• IPS e.max Crowns Lithium disilicate glass ceramic restorations with 500 MPa flexural strength, 95% survival rate, metal-free construction, and natural opalescence and translucency, suitable for crowns, inlays, onlays, veneers, and three-unit anterior bridges.
• Premium Hand-Crafted Full Dentures Premium full dentures handcrafted from Lucitone 199 acrylic with 16 custom denture shades, high-pressure processing for precise fit, lingualized occlusion, and hand-characterized tissue coloration, available in 3 days with up to 1-year warranty.
• Valplast Flexible Partial Dentures Flexible partial dentures made from nylon-based thermoplastic Valplast material with flexible cosmetic clasps instead of metal clasps, recommended for patients prioritizing comfort, esthetics, and metal sensitivities.
• Vitallium Partial Dentures Metal partial dentures fabricated using Vitallium (chrome-cobalt alloy) and Cobalt Chrome, offering higher tensile strength than other chrome cobalt alloys, plaque resistance, and smaller, lighter frames for patient comfort.
• EMA Sleepbetter Oral Appliance Customized FDA-cleared removable oral appliance for treating snoring and Obstructive Sleep Apnea (OSA), advancing the mandible with elastic straps in nine lengths, made from proprietary thermoplastic polymer with up to 2-year warranty.
• Occlusal Appliances (Nightguards and Sports Mouthguards) Custom occlusal appliances including Impact Zone Hard Nightguard, Impact Zone Dual Laminate nightguards, and Monster Sports Mouth Guards for athletes, supporting functional dental needs from adolescence on.
• Custom Titanium Bars and Substructures Custom milled titanium bars and substructures for implant cases, designed using CAD/CAM technology, available for All-On-4 and extended extension cases with titanium bar hybrid recommended when vertical dimension is less than 10 mm.
• Custom Titanium Abutments Custom-milled titanium abutments for dental implant restorations, designed and fabricated in-house using CAD/CAM technology for precise fit and function.
• Custom Zirconia Abutments Custom zirconia abutments for implant cases, providing a metal-free option for patients with aesthetic concerns or metal sensitivities.
• TRIAD Diagnostic Wax-Up 3-step diagnostic wax-up case planning process serving as a patient-selling tool and treatment presentation aid, allowing patients to test drive their final dental restorations before treatment begins.
• Kois Dento-Facial Analyzer System for evaluating craniofacial landmarks to plan dental cases, registering the unique relationship between teeth and face to ensure precise incisal edge placement and a perfect horizontal bite plane.
• Z-Prime Plus Zirconia Primer Single-component priming agent (4 ml bottle) designed to enhance adhesion between indirect restorative materials (zirconia, alumina, metal/alloy, composite) and resin cements, with a 91% clinical rating from 29 consultants.
• The Ladder Dental Shade Guide Reference guide for dentist-to-ceramist communication of tooth features, a pictorial display of digital images on laminated archival photographic paper, color-coded and encoded for degree of translucency, tissue hues, hypocalcification, surface anatomy, chroma, value, and variations. Priced at $275.

Quantifiable outcome

• Digital cases have statistically lower remake factor than conventional cases
• +2 more outcomes

Named customers18 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• iTerocoreTechnology or IntegrationiTero is a key digital scanner partner. PRO-Craft offers a free iTero digital scanner program to dental practices, allowing them to digitize restorative workflows and send scans directly to PRO-Craft for processing. The scanner arrives within 2 days and restorations can be completed in as fast as 3 working days.
• 3ShapecoreTechnology or Integration3Shape is a digital impression scanner brand supported by PRO-Craft's open architecture workflow. Dentists using 3Shape systems can save or convert digital impressions as STL files and email them directly to PRO-Craft.
• IvoclarcoreTechnology or IntegrationIvoclar is a key materials partner providing dental ceramics and related products. PRO-Craft references Ivoclar prep guides and uses their materials for high-quality restorations. Prep guides are available as downloadable PDFs from PRO-Craft's website.
• 3M ESPEcoreTechnology or Integration3M ESPE (now 3M Oral Care) provides digital scanning technology. PRO-Craft supports 3M True Definition scanner users who can add PRO-Craft to their Favorite Labs list for direct case submission.
• CEREC / SironacoreTechnology or IntegrationDentsply Sirona's CEREC system is supported for digital impressions. CEREC users can add PRO-Craft to their favorite labs through CEREC Connect portal for direct case submission.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Zirkonzahn USA: Premium zirconia and CAD/CAM dental manufacturer with a strong boutique lab partner network in the US. Overlaps with PRO-Craft in the high-end zirconia crown, bridge, and implant abutment space, and competes for digitally advanced dental practice customers.
• Affordable Dentures & Implants: National DSO-style provider of dentures and implant solutions with in-network labs serving walk-in patients. Competes in the removable/All-on-4 segments where PRO-Craft also participates, but via a clinic-plus-lab integrated model rather than a B2B lab-only model.

Broad incumbents

• National Dentex (NDX): PE-backed (Centerbridge) national network of dental laboratories offering crowns, bridges, implants, and removable products across the US. Operates as a consolidator/roll-up of independent labs, making it a direct competitive threat and a potential acquirer of PRO-Craft.
• Dental Services Group (DSG): Multi-lab dental restoration network serving general dentists and specialists across the US with a broad product portfolio including crowns, implants, and removables. Comparable in product scope, larger in scale and geographic reach.

Direct peers

• Arrowhead Dental Laboratory: Mid-size full-service US dental laboratory producing crowns, bridges, implants, and removable appliances with a boutique, dentist-focused service model. Closely comparable to PRO-Craft in scale, product mix, and relationship-based GTM.
• Jesse & Frichtel Dental Lab: Mid-sized US dental laboratory offering crowns, bridges, implants, and removable products with a personal-service, dentist-focused model. Closely mirrors PRO-Craft's boutique positioning and product mix.
• Modern Dental Laboratory USA: US arm of a large international dental lab group, producing crowns, bridges, dentures, and implant restorations with both boutique and high-volume service tiers. Provides both a direct competitive overlap and a benchmark for digital workflow scale.
• Glidewell Dental: Largest dental laboratory in the United States, offering crowns, bridges, implants, and a full range of restorative products. Direct competitor to PRO-Craft in the full-service dental lab category, with substantially greater scale and a comparable emphasis on CAD/CAM and digital workflows.
• BonaDent Dental Laboratories: Full-service US dental lab offering fixed, removable, and implant restorations with CAD/CAM capabilities and dedicated technician support. Comparable mid-sized boutique competitor serving private dental practices nationally.

Others

• Ivoclar Vivadent (US): Major global manufacturer of dental materials (e.g., IPS e.max) and a listed strategic partner of PRO-Craft. Not a direct lab competitor in the US retail sense, but a key ecosystem enabler whose products, materials, and CAD/CAM systems shape the lab's competitive landscape.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=s0uYdrn-VZM
• Xx.com/ProCraftDental

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 PRO-Craft Dental Laboratory