Smile Today

What Smile Today does

Smile Today is a privately-held dental practice owned and operated by Dr. Shefali Pilar, DDS, with two clinical offices located in Nutley and Rutherford, New Jersey. The practice delivers a full-scope dental service line covering preventive care (exams, cleanings, hygiene), restorative procedures, cosmetic dentistry, and emergency dental treatment, and has extended into elective aesthetics through the addition of Botox and dermal fillers. The patient base is composed of local individuals and families served on a direct, walk-in or appointment-based basis.

The practice operates a contemporary clinical technology stack that includes digital radiography, intraoral cameras, soft-tissue lasers, and digital impression systems, supported by iPad-based patient intake and encrypted communications infrastructure. Patient access is augmented by 24-7 email consultation and teledentistry options for established patients. Dr. Pilar holds a clinical instructor appointment at Hackensack University Medical Center, and the associate clinical team includes dentists sourced from Columbia and University of Maryland training pipelines.

The revenue model is primarily fee-for-service with insurance billing supported, layered with an in-house patient membership plan and CareCredit third-party patient financing for higher-ticket cases. There is no disclosed parent company, no external funding history, no B2B or enterprise customer segment, and no public revenue disclosure. The practice operates as a local consumer-services business whose growth is tied to clinic-level patient volume, service-mix expansion, and geographic footprint within its northern New Jersey trade area.

Name

Smile Today

Legal name

Smile Today: Shefali Pilar, DDS

Website

https://smiletoday.com

Company type

Private

Operating status

Operating

Short description

Smile Today is a privately-held dental practice operating two offices in Nutley and Rutherford, New Jersey, delivering preventive, restorative, cosmetic, and emergency dental care to local individual and family patients.

Ownership category

akta.pro rank

Product category

General Dentistry

NAICS

Offices of Dentists (62121)

SIC

Services-Health Services (8000)

akta.pro primary industry

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

akta.pro secondary industries

Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI), Emergency/Urgent General Dentistry (Walk-In/After-Hours General Care) (HLABAAAJ)

Keywords

• General dentistry services
• Preventive dental care
• Cosmetic dentistry
• Restorative dental treatments
• Family dental practice

Headquarters

HQ city

Nutley

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services: Fee-for-service dental care including preventive care (cleanings, exams, x-rays), restorative procedures (fillings, crowns, bridges, root canals, extractions), cosmetic treatments (bonding, whitening, veneers, smile makeovers), and emergency dental treatment. Services are billed per procedure with payment collected at time of service.
2. Insurance Billing: The practice accepts most major PPO dental insurance plans and submits claims on behalf of patients. They are in-network with many plans and also welcome out-of-network patients, submitting claims to help patients receive benefits.
3. In-Office Membership Plan: Annual membership subscription providing preventive care appointments, discounts on treatments (30% savings), complimentary emergency examinations, and fluoride treatments for a yearly fee. Unlike traditional insurance, has no deductibles, maximums, waiting periods, or exclusions for pre-existing conditions.
4. Cosmetic Procedures: Additional revenue from cosmetic services including Botox and dermal fillers (as mentioned in patient review), clear aligners (Invisalign/Spark), and elective aesthetic treatments.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Smile Today is a privately owned, dual-location dental practice in Nutley and Rutherford, New Jersey, delivering fee-for-service general, preventive, restorative, cosmetic, and emergency dental care to individual patients and families. Services include cleanings, exams, fillings, crowns, bridges, root canals, extractions, implants, whitening, veneers, clear aligners, and Botox/filler injectables, supported by an in-office annual membership plan for uninsured patients. The practice bills per procedure, accepts major PPO dental insurance, and offers CareCredit financing.

Product overview

Smile Today Dentistry is a dual-location dental practice (Nutley and Rutherford, NJ) offering comprehensive dental care services. The practice operates as a unified service business organized around three primary service lines: Preventive Care (routine cleanings, screenings, fluoride, sealants, night guards, sports guards), Restorative Care (fillings, crowns, bridges, implants, dentures, root canals, extractions), and Cosmetic Care (bonding, whitening, veneers, clear aligners, smile makeovers). Additional offerings include emergency dental treatment, specialty referral coordination, and an in-office membership plan. The practice also offers Botox and filler cosmetic services. The practice emphasizes advanced technology including digital x-rays, intraoral cameras, soft tissue lasers, and digital impression systems to enhance diagnosis and treatment.

Differentiator

Problem solved

Functional benefit

Products and services

• Preventive Care Preventive dental services aimed at preventing cavities, gingivitis, gum disease, and enamel wear through healthy habits, professional cleanings, and early problem identification. Includes oral cancer screening, radiographs, periodontal evaluation, prophylaxis, oral hygiene instructions, fluoride treatment, sealants, night guards, sports guards, orthodontic retainers, and periodontal maintenance for patients of all ages.
• Restorative Care Restorative dental procedures that repair worn, decayed, damaged, or missing teeth to restore health and proper function. Includes tooth-colored fillings, root canal therapy, porcelain crowns and bridges, extractions, dental implant restorations, dentures and partial dentures, and implant-retained dentures for general patients needing repair or replacement of compromised teeth.
• Cosmetic Care Cosmetic dental treatments that improve the shape, size, color, and overall appearance of teeth and smiles. Includes bonding, teeth bleaching/whitening, porcelain veneers or crowns, clear aligners (Spark and Invisalign), smile makeovers, and contouring for patients seeking aesthetic enhancement of their smile.
• Emergency Dental Treatment Urgent dental care for broken teeth, painful toothaches, and other dental emergencies. Includes teledentistry consultations via email and after-hours support, with same-day or next-day appointments offered to patients in acute distress.
• Botox and Dermal Filler Cosmetic injectable treatments offered at the dental office for facial aesthetics, including Botox and dermal fillers administered by Dr. Pilar for patients seeking non-surgical cosmetic enhancements.
• In-Office Dental Membership Plan Annual enrollment membership plan offering preventive care appointments, 30% savings on most treatments, complimentary emergency examinations, and complimentary sealants for children. Includes no deductibles, maximums, waiting periods, or claim denials, and is designed as an alternative to traditional dental insurance for patients without coverage.

Quantifiable outcome

• Fluoride treatments for children under 18 statistically reduce cavity risk by 30%
• +1 more outcomes

Named customers4 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

Feature6 records

Partnerships

Five partnerships are on record, tiered core, minor and supporting.

• Specialty Treatment Partners (Oral Surgeons, Specialists)coreStrategic or Co-development PartnerSmile Today has relationships with highly trained and experienced dental specialists in the area for complex treatments beyond the scope of general practice. The practice coordinates all aspects of patient treatment with these specialty partners, maintaining constant communication to ensure treatment goals are achieved effectively and efficiently. Examples include oral surgeons for dental implant placement procedures.
• Built Tough ConstructionminorOthersGeneral contractors who renovated the Rutherford office location at 190 Orient Way. Credited with bringing the building back to life and making the renovation experience easy according to practice's social media posts.
• Dental PEMCOminorOthersDental specialty contractors who contributed to the Rutherford office renovation, providing dental-specific construction expertise for the new practice location.
• Hackensack University Medical CentercoreOthersDr. Shefali Pilar serves as a clinical instructor at Hackensack University Medical Center, mentoring young dentists. This relationship positions the practice within the broader healthcare education ecosystem.
• CareCreditsupportingGTM or Marketing PartnerHealthcare credit card offered as a payment option for patients. Can provide zero-interest payment plans for dental treatments, making care more accessible to patients with budget constraints.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Others

• CareCredit: Healthcare financing partner already used by Smile Today for patient payment plans; representative of ecosystem enablers that influence patient affordability and conversion.

Direct peers

• Great Expressions Dental Centers: Established DSO with offices across New Jersey and the Northeast offering general, cosmetic, and specialty dentistry under an insurance-driven, multi-site model.
• Dental365: Multi-location dental group with significant presence in New York and New Jersey, competing head-to-head for patients in Smile Today's Nutley/Rutherford catchment.
• Tend: Membership-style, design-forward dental startup operating in select U.S. markets with a similar modern technology and patient-experience orientation, making it the closest comparable in business model and positioning.

Broad incumbents

• Pacific Dental Services: Dental support organization supporting hundreds of practices across the U.S., with similar investments in modern technology and clinical workflows at multi-office scale.
• Heartland Dental: Largest U.S. dental support organization, providing non-clinical support to affiliated practices; represents the scaled DSO model that small independent practices must compete against.
• Jefferson Dental & Orthodontics: Multi-location DSO focused on accessible general and orthodontic care with strong insurance participation; comparable in service breadth and patient-segment reach.
• Sonrava Health (formerly Western Dental): Large multi-state dental group offering general, specialty, and orthodontic services; representative of scaled incumbents that increasingly move into Northeast suburban markets.
• Aspen Dental: National DSO with thousands of offices offering general dentistry and dentures; competes for price-sensitive and uninsured patients in suburban markets overlapping Smile Today's footprint.

Regional players

• Mint Dental: Smaller group dental practices operating in nearby tri-state area with comparable emphasis on aesthetics and modern equipment; represents same-tier independent competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/smiletodaydds
• Facebookfacebook.com/smiletodaydds
• Instagraminstagram.com/smiletodaydds
• LinkedInlinkedin.com/company/shefali-pilar-dds

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 Smile Today