MyDentist
MyDentist was a Swedish private dental clinic chain operating 12 clinics across 11 cities, serving approximately 150,000 patients with general dentistry, cosmetic treatments, orthodontics, and emergency dental care before being acquired by Aqua Dental in March 2024.
- Company typePrivate
- Founded2016
- HeadquartersGothenburg, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What MyDentist does
MyDentist Europe AB was a Swedish private dental clinic chain headquartered in Gothenburg, founded in August 2016. The company operated 12 owned dental clinics across 11 Swedish cities (Västerås, Borås, Norrköping, Malmö, Helsingborg, Örebro, Linköping, Kalmar, Borlänge, Falun, and Enköping), serving approximately 150,000 patients with a staff of over 200. Its service portfolio spanned general dentistry (examinations, fillings, root canals, extractions, implants, crowns, bridges, prosthetics), dental hygienist services, emergency dental care, and an aesthetic dentistry vertical featuring the proprietary MyBraces invisible aligner system, BlancOne teeth whitening, and Brush-up air-flow polishing. Clinic technology stack included digital patient management systems, electronic patient journals compliant with Patientdatalagen, BankID authentication, and 3D scanning for orthodontic treatment planning.
MyDentist's business model was B2C direct-to-consumer with pay-as-you-go pricing structured across three geographic price zones, supplemented by interest-free monthly financing (from 300 SEK/month up to 100,000 SEK) through a Resursbank partnership and a 20% student discount via a Mecenat partnership. The company ran a parallel B2B go-to-market motion through a 'Sell Your Clinic' acquisition program targeting independent Swedish practice owners with both 'sell-and-stay' and 'sell-and-exit' options. Differentiation centered on customer-experience redesign — central ground-floor locations, extended evening and weekend hours without surcharges, 48-hour appointment guarantees, calming clinic environments (lavender scent, purple walls, ceiling-mounted TVs), and a 5-year warranty on implants, crowns, and bridges (double the industry standard). Go-to-market channels combined owned-clinic distribution, online booking, and organic social media (Instagram, Facebook, LinkedIn), with the Tandmissionen CSR initiative generating earned media through free-care partnerships with organizations like Hela människan Ria.
On February 9, 2024, MyDentist was acquired by family-owned Aqua Dental, adding 12 clinics, 200+ employees, and 150,000 patients to Aqua Dental's network of 37 clinics and ~800 employees. The MyDentist brand was discontinued effective March 1, 2024, with all operations transferred to Aqua Dental. Pre-acquisition, the company held no disclosed institutional funding, was privately held by founders including Fredrik Wistrand and Per (Grundare/CFO), and reported no public revenue figures.
MyDentist firmographics
Firmographics- Name
- MyDentist
- Legal name
- MyDentist Europe AB
- Website
- https://mydentist.se
- Company type
- Private
- Founded year
- 2016
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- MyDentist was a Swedish private dental clinic chain operating 12 clinics across 11 cities, serving approximately 150,000 patients with general dentistry, cosmetic treatments, orthodontics, and emergency dental care before being acquired by Aqua Dental in March 2024.
- Ownership category
- akta.pro rank
MyDentist industry classification
Industry- Product category
- Dental Care Services
- NAICS
- Offices of Dentists (6212), Offices of Dentists (621210)
- akta.pro primary industry
- General Dentistry Group Practices (HLABAKAB)
- akta.pro secondary industries
- Comprehensive Orthodontic Clinics (HLABABAA), Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care) (HLABAAAJ)
Keywords
Where MyDentist is headquartered
LocationHeadquarters
- HQ city
- Gothenburg
- HQ country
- Sweden
- HQ region
- Europe
Offices12 records
Markets served
MyDentist business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Dental Treatment Services: Revenue generated from comprehensive dental services including examinations, cleanings, fillings, root canals, extractions, implants, crowns, bridges, cosmetic treatments, and orthodontic services. Pricing varies by treatment complexity and geographic price zones.
- Dental Products Retail: On-site dental product shops at each clinic offering toothbrushes, interdental brushes, toothpaste, mouthwash, and dental care accessories. Curaprox products sold with promotional discounts.
- Patient Financing: Partnership with Resursbank provides installment payment plans. Patients pay from 300 SEK/month interest-free up to 100,000 SEK for treatments. MyDentist receives payment upfront from Resursbank.
- Referral Program: Patient referral program where existing patients receive 500 SEK discount for each friend referred who becomes a patient.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Zone 1 (Major cities) - Premium pricing |
| Unit Pricing | Pay-as-you-go | Zone 2 (Mid-sized cities) - Standard pricing |
| Subscription | Monthly | Financing - Monthly installment plans |
| Unit Pricing | Pay-as-you-go | MyBraces Orthodontic Treatment |
| Unit Pricing | Pay-as-you-go | Teeth Whitening Promotions |
| Freemium | Pay-as-you-go | Student Discount Program via Mecenat |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
MyDentist product offering
Product offeringCore offering
MyDentist operates a chain of 12 dental clinics across 11 Swedish cities delivering general, restorative, cosmetic, orthodontic, and emergency dental treatments directly to consumers. Services include examinations, hygiene, fillings, root canals, extractions, implants, crowns and bridges, prosthetics, teeth whitening (BlancOne), air-flow cleaning (Brush-up), and the proprietary MyBraces invisible aligner system. Each clinic also houses a retail dental product shop and offers interest-free installment financing via Resursbank.
Product overview
MyDentist is a Swedish dental care chain offering a comprehensive range of dental services across multiple clinic locations. The core offering centers on general dental care including examinations, preventive treatments, fillings, extractions, root canals, and tooth replacement solutions (implants, crowns, bridges, prosthetics). The service portfolio includes specialized offerings such as aesthetic dentistry (teeth whitening, Brush-up air-flow treatment, MyBraces invisible aligners), dental hygienist services, and emergency dental care. MyDentist also provides ancillary services including dental anxiety support, financing options through Resursbank, and an on-site dental product store. Note: As of March 2024, MyDentist has been acquired by Aqua Dental and the MyDentist brand is being phased out.
Differentiator
Problem solved
Functional benefit
Brands
- MyBraces: Invisible orthodontic aligner treatment for straightening teeth discreetly without traditional metal braces
Products and services
- Allmän tandvård (General Dental Care) Comprehensive general dental services including regular examinations, preventive care, fillings, tooth replacement, and root canal treatments for the general public.
- Tandundersökning (Dental Examination)
Companies that use MyDentist
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
MyDentist technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
MyDentist partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Hela människan RiaminorCommunity partnership in Norrköping providing free dental treatments to people in vulnerable situations. MyDentist provides dental care services under its Tandmissionen CSR initiative. This partnership supports MyDentist's social mission while building community goodwill.
- StortorgstandläkarnaminorDental practice in Kalmar (Bo and Ida Hallström, Cecilia Hedlund, Edita Cakolli) merged into MyDentist Kalmar in March 2023. Expanded MyDentist's presence and patient base in Kalmar.
- MecenatminorStudent discount partnership offering MyDentist services to Mecenat cardholders. Students receive free initial examination and 20% discount on all treatments. MyDentist gains access to student customer segment through Mecenat's marketing channels.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
MyDentist competitors and assessment
Company assessmentEmerging players
- PlusDental: European DTC clear-aligner brand operating partner clinics in Germany and other markets; adjacent competitive threat in the orthodontic segment MyDentist targets with MyBraces.
- SmileDirectClub: Direct-to-consumer clear-aligner brand operating a different distribution model (remote, no in-clinic visits); competes in the same orthodontic patient segment as MyBraces, especially on price-sensitive cosmetic cases.
Others
- Align Technology (Invisalign): Global clear-aligner leader whose Invisalign product competes with MyDentist's MyBraces offering at the supplier and brand level; relevant competitive context for the in-house aligner line.
Broad incumbents
- European Dental Group: European dental care group with clinics in multiple countries; comparable on DSO consolidation strategy and multi-jurisdiction general dentistry operations.
- Colosseum Dental Group: Pan-European dental platform operating hundreds of clinics across multiple countries; comparable on DSO operating model, multi-site acquisition strategy, and Nordic footprint.
- Praktikertjänst: Sweden's largest private healthcare and dental care cooperative, with a substantial network of dental clinics across the country; comparable on Swedish multi-site dental delivery, though diversified across healthcare more broadly.
- Aqua Dental: Family-owned Swedish dental chain founded 2010 with 37 clinics and ~800 employees; direct strategic acquirer of MyDentist in March 2024 and the closest large-scale DSO comparator in Sweden.
Direct peers
- Distriktstandvården: Sweden-based dental group operating multiple clinics with both public and private patients; comparable on Swedish geographic footprint and multi-site general dentistry offering.
- Dentalum: Swedish dental group / DSO acquiring and operating dental clinics across Sweden and the Nordics; directly comparable on geography, multi-site model, and acquisition-driven growth playbook.
Regional players
- Folktandvården Sverige: Public Swedish dental provider with nationwide clinic network; competes for the same patient pool in Sweden and serves as the public-sector benchmark for access, pricing, and patient expectations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
MyDentist social profiles
Digital presenceMyDentist compliance and trust
Trust signalCompliance2 records
MyDentist financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyDentist leadership team
Management profileNumber of profiles
Profiles8 records
MyDentist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyDentist 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 MyDentist
What does MyDentist do?
MyDentist operates a chain of 12 dental clinics across 11 Swedish cities delivering general, restorative, cosmetic, orthodontic, and emergency dental treatments directly to consumers. Services include examinations, hygiene, fillings, root canals, extractions, implants, crowns and bridges, prosthetics, teeth whitening (BlancOne), air-flow cleaning (Brush-up), and the proprietary MyBraces invisible aligner system. Each clinic also houses a retail dental product shop and offers interest-free installment financing via Resursbank.
Is MyDentist a public or private company?
MyDentist is a private company. It is classified as corporate owned and is currently acquired.
When was MyDentist founded?
MyDentist was founded in 2016. It employs 51 to 100 people.
Where is MyDentist based?
MyDentist is headquartered in Gothenburg, Sweden, in the Europe region.
How does MyDentist make money?
Four revenue lines are on record. Dental Treatment Services are the primary driver. The others are dental Products Retail, patient Financing and referral Program.
Who are MyDentist's main competitors?
Emerging players on record are PlusDental and SmileDirectClub. Align Technology (Invisalign) is listed as an others. Broad incumbents are European Dental Group, Colosseum Dental Group, Praktikertjänst and Aqua Dental. Direct peers are Distriktstandvården and Dentalum. Folktandvården Sverige is listed as a regional player.
Does MyDentist have an API?
No public API is recorded for MyDentist.
What industry is MyDentist in?
MyDentist's product category is Dental Care Services. Its primary akta.pro industry code is HLABAKAB, General Dentistry Group Practices, with a secondary code of HLABABAA, Comprehensive Orthodontic Clinics. Its NAICS code is 6212.