What Brayces Orthodontics does

Brayces Orthodontics is a privately-held orthodontic practice founded in 1974 by Dr. Robert James Bray, a past president of the American Association of Orthodontists, operating five office locations across South Jersey (Somers Point, Absecon, Egg Harbor Township, Marmora, and Wildwood) with extended evening and Saturday hours. The practice offers comprehensive orthodontic treatment for children, teens, and adults, including traditional metal braces, clear ceramic braces, lingual braces, and Invisalign clear aligners, holding Top 1% Diamond+ Invisalign Provider status. Supporting services include TMJ/TMD treatment, emergency orthodontic care, custom retainers, and early interceptive treatment, with iTero 3D digital scanning used for treatment planning and outcome preview.

The business model is predicated on direct-to-consumer patient acquisition across three counties, supplemented by virtual consultations, school-based oral health presentations, and a free Little Smiles Club membership program for children ages 1-10 that builds a multi-year pipeline into the teen orthodontic window. Revenue is generated through treatment fees collected over 12-24 month payment plans, augmented by interest-free monthly financing, family discounts, and broad dental insurance acceptance. The firm operates a proprietary Patient Manager System that pairs each patient with a dedicated coordinator, a workflow model reportedly adopted by other orthodontists nationwide. The BRAYCES Scholarships program provides free orthodontic care to underserved South Jersey youth, reinforcing community positioning.

The clinical team consists of four board-certified orthodontic specialists (Dr. Bray, Dr. Tarby, Dr. Chenman, Dr. Lerman) trained at Harvard, Eastman, UCSF, and Temple, supported by 125+ years of combined staff experience across patient managers, treatment coordinators, and administrative personnel. The practice is independent, with no parent company, private equity backing, or external institutional investment identified. Cumulative case volume is described as 'hundreds of thousands' of smiles over nearly 50 years, with 510+ five-star Google reviews across locations.

Name

Brayces Orthodontics

Legal name

Brayces Orthodontics

Website

https://brayces.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1–10 employees

Short description

Brayces Orthodontics is a privately-held, multi-location orthodontic practice founded in 1974, serving South Jersey families across five offices with braces, Invisalign, and related dental services delivered by four board-certified specialists.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

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

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Clear Aligner Orthodontics (HLABABAD), Traditional Braces (Metal/Ceramic/Lingual) Providers (HLABABAE), Adult Orthodontics (HLABABAC), Interceptive/Phase I Pediatric Orthodontics (HLABAGAG)

Keywords

• Orthodontic treatment services
• Clear aligner therapy
• Braces treatment
• Tmj disorder care
• Orthodontic retainers

Headquarters

HQ city

Brigantine

HQ country

United States

HQ region

North America

Offices5 records

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: Comprehensive orthodontic treatment including traditional metal braces, clear ceramic braces, and Invisalign clear aligners for children, teens, and adults. Treatment typically spans 12-24 months with regular office visits.
2. Retainers and Retention: Post-treatment retainers (removable Essix or Hawley, or fixed/bonded) provided as part of treatment completion. Replacement retainers available for lost, cracked, or ill-fitting devices. Patients remain active for one year post-treatment for monitoring.
3. TMJ/TMD Treatment: Diagnostic and conservative treatment for temporomandibular joint disorders, including custom nightguards/splints, habit coaching, and coordination with other specialists when needed.
4. Emergency Orthodontic Care: Same-week solutions for orthodontic emergencies including broken brackets, poking wires, and appliance repairs to protect patient treatment timelines.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Brayces Orthodontics provides comprehensive orthodontic treatment services including traditional metal braces, clear ceramic braces, lingual braces, Invisalign and Invisalign Teen clear aligners, custom retainers, TMJ/TMD therapy, emergency orthodontic care, and early interceptive treatment for children. Care is delivered by four board-certified orthodontic specialists across five South Jersey offices using iTero 3D digital scanning technology, supported by a proprietary Patient Manager System.

Product overview

Brayces Orthodontics is a comprehensive orthodontic practice offering a full spectrum of teeth straightening solutions. The core treatment portfolio includes traditional metal braces, clear ceramic braces, and lingual braces (placed behind teeth), plus Invisalign and Invisalign Teen clear aligner systems (with Diamond+ provider status). Post-treatment, they provide custom retainers (removable Essix/Hawley or fixed/bonded). Additional services include TMJ/TMD treatment, emergency orthodontic care, and early interceptive treatment for children age 7+. The practice also offers unique programs including the Little Smiles Club (free membership for children 1-10) and BRAYCES Scholarships (charitable treatment for underserved youth). Care is supported by iTero 3D digital scanning technology and the proprietary Patient Manager System for continuity of care. Virtual consultations provide remote access to their treatment planning.

Differentiator

Problem solved

Functional benefit

Brands

• Little Smiles Club: An exclusive club for South Jersey kids ages 1-10 offering free annual ortho check-ups, birthday surprises, local pop-up events, and community fun throughout the year.

Products and services

• Traditional Metal Braces
• Clear Ceramic Braces
• Lingual Braces
• Invisalign Clear Aligners

Quantifiable outcome

• Most comprehensive braces cases complete in 15-18 months with consistent elastic wear and regular visits
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Local South Jersey Businesses (for Little Smiles Club pop-up events)minorOthersLittle Smiles Club members-only pop-up events hosted at local South Jersey partner businesses including ice cream shops, art studios, mini golf venues, and bowling alleys to create community engagement for enrolled families.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SmileDirectClub: Pioneer DTC clear-aligner brand that normalized remote orthodontic evaluation and lower-cost aligner therapy. Despite post-bankruptcy restructuring, remains a recognizable competitor for adult orthodontic patients Brayces targets with Invisalign.
• Candid: Direct-to-consumer and hybrid clear aligner brand competing for the same adult mild-to-moderate orthodontic cases that Brayces treats with Invisalign. Represents the most disruptive business-model alternative to traditional orthodontic practices.
• Smile Doctors: The largest orthodontic-focused dental support organization in the U.S., operating hundreds of multi-location orthodontic clinics. Closest analog to Brayces' multi-location, multi-doctor orthodontic group practice model, though at vastly greater scale and with PE backing.

Broad incumbents

• Mortenson Dental Partners: Large dentist-owned dental support organization operating general and specialty practices, including orthodontic services, across multiple states. Competes with Brayces for orthodontic patients and clinical staff in overlapping regional markets.
• Heartland Dental: Largest U.S. dental support organization supporting thousands of dentist-owned offices. Many affiliated practices offer orthodontic services, making Heartland a broad incumbent that competes for orthodontic case referrals and clinician talent.
• Aspen Dental: Large multi-location dental support organization offering general dentistry plus orthodontic services across many states. Overlaps with Brayces in the orthodontic service category but as part of a broader dental portfolio, not a specialist ortho practice.
• Great Expressions Dental Centers: Multi-location dental group practice network offering general, specialty, and orthodontic services across the eastern U.S. Adjacent incumbent that overlaps with Brayces on adult and pediatric orthodontic case delivery.
• Smile Brands Dental: Multi-brand dental support organization (including SmileDirectClub affiliation) operating general dentistry and orthodontic service lines. Competes with Brayces for patients needing orthodontic treatment delivered through supported dental offices.

Others

• Align Technology: Manufacturer of Invisalign clear aligners and iTero intraoral scanners used by Brayces. Acts as a critical supplier and channel partner: Diamond+ provider status drives co-marketing referrals, while any change in Invisalign pricing, terms, or competitive positioning directly affects Brayces' highest-margin service line.

Emerging players

• Tend: Venture-backed modern dental practice brand emphasizing patient experience, technology, and direct-to-consumer acquisition. Represents an emerging, well-capitalized consumer-brand approach to dental and orthodontic services that could pressure regional incumbents like Brayces.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/brayces

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Brayces Orthodontics