Genesis Dental

What Genesis Dental does

Genesis Dental is a multi-location private dental practice group operating 11 physical offices across Utah (Salt Lake City, South Jordan, Magna, Taylorsville, Orem, West Valley City, Tooele, Lehi) and Kansas (Kansas City, KS) under the legal name Genesis Dental & Orthodontics. The group offers comprehensive dental and orthodontic services organized into five service categories: Children's Dentistry, Family Dentistry, Cosmetic Dentistry, Orthodontics (Invisalign, traditional braces, Damon brackets via the District Orthodontics sub-brand), and Emergency Dentistry. Clinical technology relies on industry-standard tools including 3D scanning for aligner fabrication, CEREC same-day crown systems, digital imaging, and self-ligating brackets; appointment booking is enabled through a partnership with NexHealth. Acquired-and-retained brands (Bright Smiles Dental in Tooele, Central Ave Dental in Kansas City) sit alongside the flagship Genesis Dental banner, indicating a roll-up approach to geographic expansion.

The business model is predominantly fee-for-service with insurance billing, supplemented by a recurring revenue stream from an in-house Loyalty Plan subscription ($26 per person per year, providing $174 per-visit value plus 25% off treatments). Customer segmentation spans families seeking comprehensive care, uninsured individuals attracted to the loyalty plan, orthodontic patients, Spanish-speaking patients (supported at multiple Utah and Kansas locations), and emergency dental patients served through same-day appointments at select sites. Extended evening and weekend hours at several locations target working-family demand, while multilingual clinical staff (Spanish, Hindi) support underserved minority segments in the Wasatch Front and Kansas City markets.

Genesis Dental is privately held by its founding dentists — including Dr. Ellingson (Magna), Dr. Jensen, Dr. Boyack, Dr. Porter, and Dr. Draper / Dr. Joshi (Central Ave Dental). The group has executed a multi-year expansion through a combination of organic build-out and acquired practices retained under original branding, supported by an in-house educational blog, social media presence across Facebook, Instagram, Twitter, and YouTube, and local SEO targeting Utah and Kansas service areas. The company has not disclosed external funding, parent company ownership, or material leadership changes, and operates with a relatively flat structure between ownership group and clinical staff.

Name

Genesis Dental

Legal name

Genesis Dental & Orthodontics

Website

https://genesisdental.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Genesis Dental is a multi-location private dental practice group operating 11 offices across Utah and Kansas, providing general, cosmetic, orthodontic, implant, and emergency dental services to families and uninsured individuals via fee-for-service billing and an in-house annual loyalty subscription.

Ownership category

akta.pro rank

Product category

Dental and Orthodontic Services

NAICS

Offices of Dentists (6212)

SIC

Services-Health Services (8000)

akta.pro primary industry

General Dentistry Group Practices (HLABAKAB)

akta.pro secondary industries

Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI), Orthodontic Group Practices (HLABAKAC)

Keywords

• General dental services
• Orthodontic treatment
• Cosmetic dentistry
• Dental implants
• Emergency dental care

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services Revenue: Revenue from comprehensive dental and orthodontic services including routine cleanings, fillings, crowns, implants, extractions, root canals, and cosmetic procedures. Fee-for-service model with insurance billing.
2. Loyalty Plan Subscription: Annual membership program costing $26 per person per year, providing $174 per visit value (exam, x-rays, cleaning) plus 25% off all dental and orthodontic treatments. Auto-renewal available.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Genesis Dental is a multi-location dental and orthodontic practice group delivering comprehensive dental care across Utah and Kansas. Its service portfolio includes general and family dentistry, cosmetic dentistry (whitening, veneers, gum recontouring), orthodontic treatment (Invisalign, traditional braces, Damon brackets), implant dentistry, and same-day emergency dental care. The practice supplements clinical services with an in-house annual Loyalty Plan membership and convenient online appointment booking.

Product overview

Genesis Dental is a multi-location dental practice operating across Utah and Kansas with approximately 11 locations. The company offers a unified platform of dental and orthodontic services organized into distinct service categories: Children's Dentistry, Family Dentistry, Cosmetic Dentistry, Orthodontics, and Emergency Dentistry. The practice is structured with main Genesis Dental locations plus specialized sub-brands including District Orthodontics (orthodontic services), Bright Smiles Dental (Tooele), and Central Ave Dental (Kansas City). A key add-on offering is the in-house Loyalty Plan membership program providing discounted rates on services. Appointment booking is facilitated through third-party platform NexHealth. The company emphasizes accessibility with evening and weekend hours, multilingual staff (Spanish, Hindi), and flexible payment options for uninsured patients.

Differentiator

Problem solved

Functional benefit

Brands

• Loyalty Plan: In-house dental and orthodontic discount plan offering $174 per visit including exam, x-rays, and cleaning, plus 25% off treatments for $26 per person per year

Products and services

• Family Dentistry Comprehensive general dentistry services including dental bridges, exams, implants (including All-on-4), implant dentures, removable dentures, routine cleanings, and dental crowns for adults at Genesis Dental's Magna, South Jordan, and other locations.
• Children's Dentistry Dental services tailored for children including routine cleanings, fillings, and teeth whitening, designed to create comfortable experiences with TVs on ceilings for distraction during procedures.
• Cosmetic Dentistry Aesthetic dental procedures including teeth whitening, veneers, and gum recontouring intended to improve smile appearance.
• Orthodontics Teeth straightening services including Invisalign clear aligners, traditional braces, and Damon brackets, provided at District Orthodontics locations and selected Genesis Dental offices.
• Emergency Dentistry Same-day emergency dental care including root canals and extractions, available at multiple locations with evening and weekend appointments.
• Dental Implants Titanium implant topped with a lab-built custom crown for permanent tooth replacement. The process takes 3-6 months and implants are expected to last at least 10 years with regular care.
• Invisalign Clear Aligners Custom-made transparent plastic aligners using advanced 3D imaging technology for personalized teeth straightening, available for teens and adults. Treatment typically lasts 10-14 months for adults and includes a Blue Dot compliance indicator on teen aligners that turns white when worn properly.
• Damon Brackets Self-ligating orthodontic bracket system offering an alternative to traditional braces with potentially fewer adjustment appointments.
• Dental Crowns Crown options including zirconia (durable for teeth grinders), gold (thin profile and best fit), and ceramic (natural-looking bio-compatible material that can be shaped to feel natural), produced via CEREC same-day crown technology.
• Implant-Retained Dentures Hybrid solution combining the stability of dental implants with the affordability of dentures, anchored with titanium posts in the jawbone for a secure fit.
• Teeth Whitening Professional teeth whitening service offering two options: a take-home custom tray system or an in-office bleach treatment completed in one or two visits, currently discounted by $20 as a promotion.
• Loyalty Plan Membership In-house dental savings plan priced at $26 per person per year, providing $174 per visit value (exam, x-rays, cleaning) plus 25% off all dental and orthodontic treatments. Auto-renewal is available and the plan is active immediately upon signup.

Quantifiable outcome

• Save $174 per visit with loyalty plan (exam, x-rays, cleaning included)
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

One partnership is on record.

• NexHealthcoreTechnology or IntegrationNexHealth provides online appointment booking platform integration allowing patients to book dental appointments online. Genesis Dental uses NexHealth for their booking system across all locations.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Aspen Dental: Aspen Dental operates one of the largest networks of branded dental offices in the U.S., offering general dentistry, dentures, implants, and orthodontics. Comparable to Genesis in its multi-location DSO model and emphasis on accessibility (extended hours, walk-ins), though Aspen operates at a national scale with corporate-owned locations.
• Heartland Dental: Heartland Dental is the largest dental support organization (DSO) in the United States, supporting thousands of doctor-owned practices across general, cosmetic, and specialty dentistry. It is broadly comparable to Genesis Dental as a multi-location, doctor-led dental services platform, though at vastly greater scale and with a national footprint.
• Dental Care Alliance: Dental Care Alliance is a dentist-led DSO supporting 400+ practices across 20+ states, providing general, specialty, and orthodontic care. Comparable to Genesis as a multi-location dental group with a doctor-partner culture, though operating at materially greater scale.
• Smile Brands: Smile Brands is a multi-brand DSO (Smile Brands Inc., Bright Now! Dental, Castle Dental, etc.) supporting several hundred affiliated practices offering general, specialty, and orthodontic care. Highly comparable to Genesis in its multi-brand, multi-location approach to dental services consolidation.
• MB2 Dental: MB2 Dental is a dentist-owned DSO partner network with hundreds of affiliated practices across the U.S., focused on preserving clinical autonomy while providing back-office support. It is a close analog to Genesis's model in that practices remain doctor-led, but operates with PE backing (BayPine) and at greater scale.
• Benevis: Benevis is a DSO supporting dental practices focused on Medicaid and underserved communities (including the Kool Smiles and Sonrava brands). Comparable to Genesis in serving families across income levels and operating a multi-location, multi-brand model, though with a different payer mix.
• Pacific Dental Services (PDS Health): PDS Health is a leading DSO supporting hundreds of dental and primary care practices with integrated clinical technology and a focus on whole-body health. Comparable to Genesis as a multi-specialty group practice support organization with strong technology enablement and a doctor-partner ownership model.
• Western Dental & Orthodontics: Western Dental is a large employee-model DSO serving mostly insured and Medi-Cal patients across the western U.S., with both general dentistry and orthodontics. Comparable to Genesis in its combined general dentistry plus orthodontics offering under a unified brand in the western U.S.
• Affordable Care (Affordable Dentures & Implants): Affordable Care is the largest network of dental practices in the U.S. focused on tooth replacement services (dentures and implants). Comparable to Genesis as a multi-location dental group, particularly relevant given Genesis's growing implants and All-on-4 service line.

Direct peers

• Reveal Diagnostics / Local Utah private dental groups (e.g., Holladay Dental, Utah Dental Center): Regional private dental groups operating in the Salt Lake City metro area offer the most direct competitive comparison—multi-doctor family and cosmetic practices competing for the same Wasatch Front patients that Genesis serves. These are direct peers in geography and service mix, though typically single-location or smaller-group operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/genesisdental1
• YouTubeyoutube.com/channel/UC_4oZ5eQ-QZN1IWMK2wg_cA
• Facebookfacebook.com/genesisdentalutah
• Instagraminstagram.com/genesis_dental

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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