What Elite Dental does

Elite Dental is a privately held, single-location dental practice operating in American Fork, Utah, founded in 2003 and currently owned and operated by Dr. Steven Braithwaite and Dr. Randy Braithwaite. The practice delivers comprehensive dental care across three pillars: general and family dentistry (cleanings, exams, fillings, preventive care, root canal therapy, periodontal treatment), cosmetic dentistry (bonding, porcelain veneers, smile makeovers, teeth whitening), and restorative care (CEREC same-day crowns, inlays/onlays, dental implant restorations). It also operates in-house specialty services including endodontic, periodontic, and pediatric dentistry, reducing dependence on external referrals, and provides pediatric amenities such as the Kidz Korner area.

The practice is built around a modern clinical equipment stack anchored by CEREC same-day crown technology, CBCT cone beam imaging for implant planning, soft tissue laser, and digital radiography. Clinical delivery is supported by multi-level sedation options (nitrous oxide through IV/intramuscular) for anxious patients, and the office is set up for bilingual service in English and Spanish.

The business model is predominantly fee-for-service, accepting all PPO dental insurances and offering CareCredit financing for higher-value procedures. The Elite Dental Loyalty Program introduces a subscription-style recurring revenue layer: an annual fee entitles members to two cleanings, two sets of x-rays, and two examinations per benefit year, plus a 25% discount on all in-office treatments. Patient acquisition is direct-to-consumer via local SEO, third-party review platforms (Google, Yelp, Facebook), content marketing through the practice blog, and word-of-mouth referrals in American Fork and surrounding Utah County communities. The practice is privately held with no disclosed parent company, institutional investor, or external ownership.

Name

Elite Dental

Legal name

Elite Dental

Website

https://americanforkdentistry.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Elite Dental is a privately held family dental practice in American Fork, Utah, founded in 2003 and operated by Drs. Steven and Randy Braithwaite. It delivers general, cosmetic, restorative, pediatric, endodontic, and periodontic dentistry using CEREC, CBCT, and digital X-ray technology, supported by an in-house loyalty subscription program.

Ownership category

akta.pro rank

Product category

General Dentistry

NAICS

Offices of Dentists (62121), Offices of Dentists (621210), Offices of Dentists (6212)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care) (HLABAAAE)

akta.pro secondary industries

Preventive & Wellness Pediatric Dentistry (Cleanings/Fluoride/Sealants) (HLABAGAA), Pediatric Restorative Dentistry (Fillings/Crowns/Pulp Therapy) (HLABAGAB), Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care) (HLABAAAJ), Full-Mouth Rehabilitation & Complex Restorative Care (HLABAFAD)

Keywords

• General dentistry services
• Family dental care
• Cosmetic dentistry
• Dental implants periodontics
• Sedation dentistry

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services - General and Family Dentistry: Comprehensive general dentistry services including cleanings, examinations, preventive care, fillings, extractions, and oral health maintenance. Revenue is generated through fee-for-service payments, with many procedures potentially covered by PPO dental insurance.
2. Cosmetic Dentistry Services: Cosmetic procedures including dental bonding, porcelain veneers, smile makeovers, and teeth whitening. These elective procedures are typically paid out-of-pocket or through financing options.
3. Restorative Dentistry Services: Restorative treatments including dental implants, crowns, inlays, onlays, and root canal treatments. These procedures may be covered partially by insurance with patient responsibility portions.
4. In-House Insurance/Loyalty Program: Elite Dental Loyalty Program offering routine cleanings, x-rays, examinations, and 25% off all other treatments for an annual membership fee, providing predictable recurring revenue and patient retention.
5. Sedation Dentistry: Sedation services at various levels (mild nitrous oxide $50-60, moderate, IV, and intramuscular sedation) administered by certified dental professionals, priced based on complexity and duration.
6. Financing Services: Partnership with CareCredit for third-party financing, allowing patients to pay for procedures over time, enabling higher-value treatment acceptance.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Elite Dental is a full-service family dental practice providing preventive, general, cosmetic, restorative, endodontic, periodontic, and pediatric dentistry in a single American Fork, UT office. Services include cleanings, fillings, CEREC same-day crowns, dental implants, root canals, teeth whitening, veneers, smile makeovers, and sedation dentistry. The practice differentiates through in-house specialty coverage that minimizes external referrals and a Kidz Korner child-focused environment.

Product overview

Elite Dental is a general dental practice offering a comprehensive portfolio of dental services. The practice operates as a single unified practice providing cosmetic dentistry (Dental Bonding, Porcelain Dental Veneers, Smile Makeover, Teeth Whitening), general and family dentistry (CEREC Same-Day Dental Crowns, Dental Fillings, Digital X-Rays, Preventive Dentistry), and specialty services including Endodontist, Periodontist, and Pediatric Dentist services. The practice also offers a membership loyalty program and maintains a Kidz Korner child-friendly area. State-of-the-art equipment includes CEREC technology for same-day crowns, CBCT imaging for dental implants, digital X-rays, and soft tissue laser. Services are delivered by Dr. Steven Braithwaite and Dr. Randy Braithwaite at a single American Fork, Utah location.

Differentiator

Problem solved

Functional benefit

Products and services

• General & Family Dentistry Comprehensive dental care for patients of all ages covering routine cleanings, examinations, fillings, preventive care, and treatment for various dental conditions, delivered by Drs. Steven and Randy Braithwaite at the American Fork, UT office.
• CEREC Same-Day Dental Crowns Same-day crown restoration using CEREC technology that designs, fabricates, and places permanent crowns or bridges in a single visit, eliminating temporary crowns and return appointments.
• Dental Fillings Treatment for tooth decay that restores normal tooth function and prevents further decay using composite resin, gold, porcelain, or silver filling materials.
• Dental Implant Restorations Restoration services for dental implants, including replacement of cracked crowns, reattachment of fallen crowns, and management of failed titanium posts with bone grafting when necessary.
• Dental Inlays & Onlays Tooth repair alternatives to full crowns and standard fillings that restore decay and damage between or over tooth cusps using porcelain, gold, or composite resin materials.
• Root Canal Treatment Endodontic procedure that removes infected pulp from tooth canals, cleans, fills, and seals the tooth to prevent further infection and preserve the natural tooth.
• Preventive Dentistry Proactive dental care including routine cleanings, examinations, oral cancer screening, and fluoride treatments to prevent dental problems before they develop.
• Periodontal Care Gum disease prevention and treatment including scaling and root planing, periodontal pocket diagnosis, and surgical options for advanced gum disease cases.
• Sedation Dentistry Anxiety-relieving dental treatment offering mild sedation (nitrous oxide, $50-60), moderate conscious sedation, intravenous sedation, and intramuscular sedation administered by trained staff.
• Pediatric Dentistry Specialized dental care for children and teens with child-focused environment, specialized tools for smaller mouths, and access to the interactive Kidz Korner play area.
• Dental Bonding Cosmetic procedure that repairs chipped, cracked, or broken teeth, fills gaps, and lengthens teeth using tooth-colored composite material, typically completed in a single visit.
• Porcelain Dental Veneers Custom-crafted porcelain shells bonded to tooth surfaces to correct cosmetic imperfections, severe stains, and minor physical defects with natural-looking results.
• Smile Makeover Comprehensive cosmetic treatment combining two or more dental procedures (e.g., veneers, whitening, bonding) to fully renew smile appearance using the latest cosmetic techniques.
• Teeth Whitening Professional in-office whitening using potent bleaching agents that penetrate tooth enamel to remove stains, providing safer and more effective results than over-the-counter products.
• Dental Implants (Periodontist) Permanent tooth replacement using dental implants including subperiosteal, endosteal, All-on-4, implant-overdentures, and implant-supported bridges, planned with CBCT imaging and virtual planning software.
• Endodontist Services Specialized root canal treatment and tooth pain diagnosis performed by in-house endodontists with 2-3 years of additional training beyond dental school, including a Master of Science in Dentistry.
• Pediatric Dentist Services Specialized dental care for children and teens with training in smaller jaw sizes, habit counseling (thumb sucking, teeth grinding), and an interactive child-friendly environment.
• Periodontist Services Specialized gum disease prevention, diagnosis, and treatment including scaling and root planing, cosmetic periodontal procedures, and implant repair services.
• Elite Dental Loyalty Program In-house membership/insurance plan offering two routine cleanings, two X-rays, and two examinations per benefit year, plus 25% off all other in-office treatments (some exclusions apply).
• Digital X-Rays Digital radiography diagnostic imaging capturing detailed below-the-gum-line images of teeth and jawbone, including bite-wing, periapical, and panoramic X-rays; images are adjustable and magnifiable on screen for accurate diagnosis.

Quantifiable outcome

• Same-day crown completion eliminates need for temporary crowns and multiple appointments
• +2 more outcomes

Named customers7 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

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Heartland Dental: Largest dental support organization in the US, supporting thousands of dentist offices across general, cosmetic, and specialty care. Highly comparable to Elite Dental on service mix (general + cosmetic + restorative + specialty) and patient demographic, but at vastly greater scale.
• Western Dental: Large multi-location dental group serving general, cosmetic, orthodontic, and specialty needs with strong affordability positioning. Comparable to Elite Dental on serving value-oriented family and individual patients.
• Aspen Dental: National DSO operating hundreds of general and family dental practices, including in Utah. Comparable to Elite Dental because it competes for the same value-oriented family dentistry segment with a multi-location, brand-driven model; Elite is its single-location independent counterpart.
• Monarch Dental: Multi-location dental group providing general, cosmetic, and orthodontic care. Comparable to Elite Dental on service breadth and family-patient focus, though operating at significantly greater scale.
• Pacific Dental Services: DSO supporting hundreds of dental practices with a strong emphasis on modern dental technology, CEREC, and digital workflows. Directly comparable to Elite Dental on its technology-led, comprehensive family dentistry positioning.
• Gentle Dental: Multi-location dental group under Interdent offering general, cosmetic, and specialty dentistry with a family-friendly positioning. Comparable to Elite Dental on its general + specialty integration and family-oriented brand.
• Smile Brands: DSO operating multi-brand dental practices (Smile Brands, Bright Now! Dental, Castle Dental) focused on general, family, and specialty care. Comparable to Elite Dental on patient demographic (families, individuals) and breadth of in-house services.

Direct peers

• Comfort Dental: Franchise-style dental group with an explicit value, affordable-care positioning and general + specialty services. Closely comparable to Elite Dental on its "affordable and professional" brand promise and broad service menu.

Regional players

• Young Family Dental: Utah-based family dental group operating multiple locations in the state. A directly comparable regional peer competing in the same geography (Utah County / Wasatch Front) with a similar family + general + cosmetic service menu.

Emerging players

• Affordable Dentures & Implants: National dental chain focused on dentures, implants, and extractions at accessible price points. Comparable to Elite Dental on its affordable positioning and its implant restoration offering, though narrower in service scope.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/elitedentalut
• Facebookfacebook.com/americanforkdentistry

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 Elite Dental