Parkway Orthodontics

What Parkway Orthodontics does

Parkway Orthodontics is a privately held, single-location orthodontic specialty practice operating since 1986 from 3813 S Kiwanis Circle in Sioux Falls, South Dakota, under SD Specialty Dental Services, PLLC (owner Jesse Dana, DDS). The practice delivers comprehensive orthodontic care for children (early treatment starting at age 7), adolescents, and adults, with services spanning traditional metal braces, clear ceramic braces, Invisalign clear aligners, retainers, headgear, Herbst appliances, rapid palatal expanders, and the third-party DentalMonitoring remote scanning platform. Two full-time orthodontic specialists — Dr. Scott Gibson (University of Nebraska orthodontic residency) and Dr. Aaron Anderson (University of Colorado MSD and orthodontic residency), both board-eligible AAO members and Sanford Cleft Palate Team participants — lead clinical delivery.

The underlying technology stack combines standard orthodontic appliances with modern adjuncts such as Temporary Anchorage Devices, self-ligating brackets, lingual braces, and Invisalign, plus smartphone-coupled remote treatment monitoring via DentalMonitoring. Revenue is generated through case-based orthodontic treatment fees (typical 18-30 month treatment cycles with adjustments every 5-10 weeks, followed by a retention phase), supplemented by a $100 patient-referral program that incentivizes word-of-mouth acquisition. Pricing is quote-based, not publicly disclosed; financing and insurance options are offered, and the practice runs a freemium initial examination funnel.

Go-to-market is community-anchored and referral-driven within the Sioux Falls metro (including Harrisburg, Tea, and Brandon): direct in-person visits, phone booking, website forms, formal general-dentist referral, and an active $100 patient referral program. The firm is privately held with no disclosed venture capital, private equity, or institutional backing, and shows no announced expansion to additional locations or verticals beyond its founding Sioux Falls footprint.

Name

Parkway Orthodontics

Legal name

SD Specialty Dental Services, PLLC

Website

https://parkwayorthodontics.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Parkway Orthodontics is a privately held, single-location orthodontic practice in Sioux Falls, SD, founded 1986, delivering braces, Invisalign, and remote monitoring for children, teens, and adults in the Sioux Falls metro under SD Specialty Dental Services, PLLC.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

SIC

Services-Health Services (8000)

akta.pro industry

PRIMARYHLABABAA

Comprehensive Orthodontic Clinics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABABAF

Early Interceptive Orthodontics (Phase I)

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABABAC

Adult Orthodontics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABAKAC

Orthodontic Group Practices

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

SECONDARYHLABABAH

Cleft & Craniofacial Orthodontics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

Keywords

• Orthodontic treatment services
• Traditional metal braces
• Invisalign clear aligners
• Retainers and appliances
• Remote dental monitoring

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: Professional orthodontic services including braces (metal and ceramic), Invisalign clear aligners, and retainers. Treatment is typically multi-month ongoing care with regular appointments every 5-10 weeks. Revenue is generated through treatment plans that may include initial fees, monthly adjustments, and retention phases.
2. Referral Program Incentives: Patients earn $100 Visa gift cards for each referral that starts treatment. This referral-based customer acquisition drives new patient revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Parkway Orthodontics is a single-location orthodontic practice in Sioux Falls, SD that delivers comprehensive orthodontic treatment for children, teens, and adults. Core offerings include traditional metal braces, clear ceramic braces, Invisalign clear aligners, retainers, and functional appliances such as headgear, Herbst appliances, and rapid palatal expanders, complemented by a DentalMonitoring remote monitoring service that enables weekly smartphone-based progress scans. Every new patient starts with a complimentary initial examination and customized treatment plan.

Product overview

Parkway Orthodontics is a single-location orthodontic practice offering comprehensive orthodontic treatment services. Their core offerings include traditional metal braces, clear ceramic braces, and Invisalign clear aligners, complemented by various orthodontic appliances (retainers, headgear, reverse headgear, Herbst appliance, and rapid palatal expander). They provide specialized treatment tracks for children (early treatment starting around age 7), teens, and adults. The practice has recently added DentalMonitoring, a remote monitoring platform that allows doctors to track patient progress through smartphone-based oral scans. All services are delivered at their Sioux Falls, SD location with free initial consultations.

Differentiator

Problem solved

Functional benefit

Brands

• Dental Monitoring: Remote monitoring platform for orthodontic patients that allows doctors to track treatment progress through weekly oral scans via smartphone.

Products and services

• Traditional Metal Braces

Quantifiable outcome

• Over 150 children received free dental care through Sioux Empire Smiles program
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Sioux Empire United WaycoreStrategic or Co-development Partner · 24 February 2017Parkway Orthodontics volunteers its facility and time for the annual Sioux Empire Smiles program, sponsored by Sioux Empire United Way. The program provides free dental care to children from the community who are uninsured and cannot afford treatment. Doctors and staff work alongside other dentists and community volunteers.
• Midco Aquatic CenterminorStrategic or Co-development Partner · 23 February 2017Parkway Orthodontics sponsors the Midco Aquatic Center for 5 years. This community facility offers recreational activities for families in the Sioux Falls area.
• Sanford Cleft Palate TeamcoreStrategic or Co-development PartnerBoth Dr. Anderson and Dr. Gibson are members of the Sanford Cleft Palate Team, providing orthodontic care as part of comprehensive cleft lip/palate treatment for patients.
• Children's Dental CentercoreStrategic or Co-development PartnerAffiliated practice sharing the same office location and phone number. During COVID-19 closure, Children's Dental Center handled injury and trauma emergencies, demonstrating close operational partnership.
• Lake Area Technical InstituteminorGTM or Marketing PartnerParkway Orthodontics participates in Lake Area Technical Institute's Career Fair, recruiting for dental and orthodontic field positions including dental assistants, dental hygienists, and orthodontic assistants.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Great Lakes Dental Partners: Midwest-focused DSO supporting dental and specialty practices in the greater Midwest region. Comparable as a regional DSO operating in geographies adjacent to Parkway's Sioux Falls market and competing for similar orthodontic talent and patient segments.

Emerging players

• SmileDirectClub: Pioneer direct-to-consumer clear aligner brand that brought orthodontics to retail and online channels. Comparable as an emerging player that redefined adult orthodontic delivery and pressured traditional practices like Parkway to differentiate via specialist care and in-person experience.
• Candid Co. Direct-to-consumer and hybrid clear aligner brand offering remote orthodontic treatment. Comparable as an emerging player disrupting the adult orthodontic segment that Parkway serves, with overlapping customer profile of convenience-seeking adults.

Direct peers

• Specialty Dental Brands: DSO platform that appears to provide back-office/parent services to Parkway Orthodontics (per linked privacy and HIPAA policies). Operates as a roll-up of specialty dental practices, making it both a parent and the closest structural peer for Parkway's operating model.

Others

• Align Technology (Invisalign): Manufacturer of Invisalign clear aligners, which Parkway offers as a core product. Comparable as the dominant technology enabler/vendor for the orthodontic industry and increasingly as a direct competitor via Invisalign-trained general dentists.

Broad incumbents

• Smile Brands Dental Group: Dental support organization with hundreds of affiliated offices across multiple brands including orthodontic services. Comparable as a multi-brand DSO competitor with operational scale advantages over single-location independents like Parkway.
• Pacific Dental Services: Major DSO supporting dental and specialty practices including orthodontics across the US. Operates in the same healthcare services space and competes for the same pool of orthodontic specialists and patients.
• Western Dental & Orthodontics: Large multi-state dental and orthodontic practice operator with hundreds of locations. Comparable as an incumbent offering integrated general dentistry and orthodontic services under one brand, competing for the same value-conscious patient segment Parkway targets.
• Heartland Dental: One of the largest dental support organizations in the US, supporting thousands of doctors across general and specialty practices including orthodontics. Comparable as a large DSO operating in the same dental services space where Parkway competes for talent and patients.
• Aspen Dental: Large DSO operating hundreds of branded dental offices across the US with growing orthodontic offerings. Comparable as a national incumbent with superior marketing budget, purchasing scale, and recruitment capabilities versus Parkway's independent model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/parkwayorthodonticssf
• Instagraminstagram.com/parkwayorthodontics
• LinkedInlinkedin.com/company/about

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 Parkway Orthodontics