What Totally Smiles does

Totally Smiles is an Australian dental network founded in 2017, operating 7 partner-led practice locations across Queensland (Indooroopilly, Mackay, Morningside, Townsville), Victoria (Geelong, Pakenham), and the Australian Capital Territory (Holt). The network employs more than 100 dentists and has served over 100,000 patients, treating more than 1 million teeth since inception. Each clinic operates under partner practitioners who share brand, tooling, and best practice under the Totally Smiles umbrella, and patients access the network either by booking online through HealthEngine or by contacting individual clinics directly. The Mackay location is scheduled to transition into Caneland Dental at Caneland Central from 10 November 2025.

The network delivers a comprehensive dental service catalogue spanning general dentistry (check-ups, cleans, fillings, root canals, extractions), cosmetic dentistry (porcelain and composite veneers, Phillips Zoom in-chair whitening, smile makeovers), orthodontics (traditional braces, Invisalign, ClearCorrect, and the in-house 'Totally Align' clear aligner line), restorative services (crowns including same-day crowns, bridges, dentures, dental implants), pediatric dentistry, and specialist services (CBCT 3D imaging, T-Scan digital bite analysis, sedation dentistry, and sleep apnoea treatment). Clinical technology — CBCT 3D imaging for diagnostics and orthodontic planning, T-Scan for occlusal analysis, in-clinic same-day crown manufacturing, Airflow comfort cleaning, and Phillips Zoom whitening — is positioned as a differentiator versus standalone practices.

The business operates as a direct-to-consumer fee-for-service professional services model. Pricing is primarily quote-based on individual treatment plans, with transparent promotional entry points such as a $199 new-patient Check Up & Clean and $599 in-chair whitening, alongside monthly promotional packages at specific clinics. To address affordability on higher-ticket work (implants, orthodontics, full-mouth rehabilitation), the network integrates six payment partners — Afterpay, Zip, Zip Money, Humm, Fund My Dental, Total Lifestyle Credit, and SuperCare (which facilitates early release of superannuation for dental surgery) — and holds preferred-provider status with major Australian health insurers including Medibank, Bupa, HCF, CBHS, NIB, HIF, and several others. Customer acquisition is driven by SEO-rich treatment content, HealthEngine online booking, location-specific new-patient promotions, and published patient testimonials.

Name

Totally Smiles

Legal name

Totally Smiles

Website

https://totallysmiles.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Totally Smiles is an Australian dental network operating 7 practice locations across Queensland, Victoria, and ACT with over 100 dentists, delivering general, cosmetic, orthodontic, pediatric, and specialist dental services directly to individual consumers and families.

Ownership category

akta.pro rank

Product category

Dental Services

NAICS

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

SIC

Services-Health Services (8000)

akta.pro primary industry

Preventive & Routine General Dentistry (Exams/Cleanings/Sealants/Fluoride) (HLABAAAA)

akta.pro secondary industries

Orthodontic Group Practices (HLABAKAC), Aesthetic/Cosmetic Restorative Dentistry (Smile Design) (HLABAFAE), Urgent Dental Care Centers (Non-Hospital) (HLABALAD)

Keywords

• General dental services
• Cosmetic dentistry
• Orthodontic treatments
• Restorative dentistry
• Pediatric dentistry

Headquarters

HQ city

Carnegie

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services Revenue: Fee-for-service dental care revenue generated from patient visits across all service categories including general dentistry, cosmetic dentistry, orthodontics, pediatric dentistry, emergency dentistry, and specialist services. Services are paid directly by patients or through health insurance claims and payment plan arrangements.
2. New Patient Promotions: Promotional pricing for new patients such as $199 Check Up & Clean packages to drive patient acquisition and establish ongoing treatment relationships

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Totally Smiles is an Australian dental network that provides comprehensive dental care services across 7 practice locations, including general dentistry (checkups, cleanings, fillings, root canals), cosmetic dentistry (veneers, teeth whitening, smile makeovers), orthodontics (braces, Invisalign, ClearCorrect), restorative dentistry (crowns, bridges, dentures, implants), pediatric dentistry, and specialist services (CBCT 3D imaging, sedation dentistry, sleep apnoea treatment, T-Scan bite analysis). Services are delivered directly to individual patients and families through partner-operated clinics, supported by health insurance preferred-provider arrangements and Buy Now Pay Later payment options.

Product overview

Totally Smiles is an Australian dental network offering a comprehensive range of dental services across multiple locations in Queensland, Victoria, and ACT. The network operates as a unified dental care platform providing general dentistry services (checkups, fillings, root canals, extractions), cosmetic dentistry (veneers, teeth whitening, smile makeovers), orthodontics (braces, ClearCorrect, Invisalign), restorative dentistry (crowns, bridges, dentures, implants), and specialist services (CBCT 3D imaging, sedation dentistry, sleep apnoea treatment, T-Scan bite analysis). The network features same-day crown services at select locations and offers various payment integration options including Afterpay, Zip, Humm, and payment plans through Fund My Dental and Total Lifestyle Credit.

Differentiator

Problem solved

Functional benefit

Products and services

• General Dentistry Routine checkups, cleanings, fillings, root canal treatment, extractions, and preventative care to maintain overall oral health for individual patients and families.
• Cosmetic Dentistry Enhances the appearance of teeth by improving shape, colour, and alignment through treatments including dental veneers, smile makeovers, teeth whitening, and cosmetic injectables.
• Orthodontics Correction of misaligned teeth and jaw position using braces, clear aligners, and other orthodontic devices including CBCT 3D imaging for treatment planning.
• Kids Dentistry (Pediatric Dentistry) Paediatric dental services for children from infancy through teenage years including preventive care, fissure sealants, fluoride treatment, and dental anxiety management.
• Emergency Dentistry Provides immediate relief for urgent dental issues including severe toothache, broken teeth, lost fillings, knocked-out teeth, and swelling with 24-hour availability.
• Sleep Apnoea Treatment Custom-made oral appliances and sleep apnoea mouthguards to treat sleep apnoea by improving breathing during sleep and reducing snoring.
• Sedation Dentistry Pain-free dental care using oral sedation (pill), IV sedation, or nitrous oxide (laughing gas) for patients with dental anxiety, low pain threshold, or extensive dental work needs.
• CBCT 3D Imaging Service Cone beam computed tomography providing detailed 3D images of teeth, jaw, and surrounding structures for accurate diagnostics and treatment planning.
• T-Scan Dentistry (Digital Bite Analysis) Digital bite force analysis technology providing detailed occlusal analysis to identify bite issues, TMJ disorders, and uneven tooth wear for precise treatment planning.
• Dental Veneers Thin custom-made coverings designed to change the appearance of teeth, available in porcelain, composite, and snap-on varieties. Porcelain veneers last 10-15 years while composite lasts 5-7 years.
• Teeth Whitening Professional teeth whitening treatments including in-chair teeth whitening using Phillips Zoom technology and take-home whitening kits to brighten and whiten teeth.
• Dental Crowns Custom-made coverings placed over a tooth to restore shape, size, strength, and appearance. Available in porcelain, ceramic, metal, and porcelain-fused-to-metal. Same-day crowns available at some locations.
• Dental Implants Permanent solution for missing teeth using titanium posts surgically placed into the jawbone to provide a secure foundation for replacement teeth. Includes single, multiple, and full-arch implants.
• Dentures Removable dental appliances replacing missing teeth. Options include full dentures for complete tooth loss and partial dentures for some missing teeth. Same day denture service available.
• Dental Bridges Fixed dental restoration replacing one or more missing teeth by joining artificial teeth to adjacent natural teeth or dental implants. Types include traditional, cantilever, Maryland, and implant-supported bridges.
• Dental Fillings Restoration of teeth damaged by decay, fractures, or wear using composite (tooth-coloured), amalgam, or temporary filling materials.
• Root Canal Treatment Treatment of infection at the centre of a tooth to preserve the natural tooth and prevent spread of infection to surrounding teeth and gums.
• Braces Orthodontic devices to correct misaligned teeth and jaw irregularities. Types include traditional metal braces, ceramic braces, lingual braces (inside teeth), and clear/invisible braces.
• Invisalign Aligners Clear, custom-made trays designed to straighten teeth gradually as an alternative to traditional braces. Uses 3D imaging technology for treatment planning. Treatment typically 12-18 months.
• ClearCorrect Aligners Nearly invisible, removable clear aligners for teeth straightening. Available in Teen and Adult versions, gradually shifting teeth without traditional braces. Treatment typically 6 months to 2 years.
• Mouthguards Custom-fit protective devices worn over teeth during sports or for bruxism/teeth grinding to prevent dental injuries.
• Smile Makeover Comprehensive cosmetic treatment combining multiple procedures such as teeth whitening, veneers, dental implants, and orthodontics to completely transform a patient's smile.

Quantifiable outcome

• 100,000+ patients served since network founding in 2017
• +1 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• AfterpaycoreGTM or Marketing PartnerAfterpay enables patients to pay for dental treatments over 4 equal fortnightly payments with no interest or fees if paid on time. This Buy Now Pay Later option makes dental care more accessible and affordable for patients, driving treatment acceptance and patient acquisition for Totally Smiles.
• ZipcoreGTM or Marketing PartnerZip provides two payment account options: Zip Pay for smaller treatments under $1000 and Zip Money for larger treatments over $1000 with potential interest-free periods. This partnership expands payment flexibility for patients across all treatment price points.
• HummcoreGTM or Marketing PartnerHumm allows patients to pay for dental treatments up to $30,000 with repayment terms from 10 weeks to 24 months, always interest-free. This enables patients to access more comprehensive and expensive dental treatments that might otherwise be delayed.
• MedibankcoreChannel Partner/ Reseller/ DistributorIndooroopilly practice is a Medibank preferred provider, ensuring maximum rebates for Medibank members and driving patient loyalty from one of Australia's largest health insurers.
• BupacoreChannel Partner/ Reseller/ DistributorIndooroopilly practice is a Bupa preferred provider, offering enhanced rebates for Bupa health insurance members.
• HCFcoreChannel Partner/ Reseller/ DistributorIndooroopilly and Mackay practices are HCF preferred providers, ensuring HCF members receive maximum insurance rebates at these locations.
• CBHScoreChannel Partner/ Reseller/ DistributorIndooroopilly and Pakenham practices are CBHS preferred providers, offering enhanced benefits for CBHS health fund members.
• NIBcoreChannel Partner/ Reseller/ DistributorIndooroopilly practice is a NIB preferred provider, providing NIB members with improved dental coverage.
• HIFminorChannel Partner/ Reseller/ DistributorPakenham practice is a HIF preferred provider, offering HIF members enhanced dental rebates.
• HealthEnginecoreTechnology or IntegrationHealthEngine provides the online booking platform integration allowing patients to book appointments at all Totally Smiles locations through a unified online booking system, streamlining patient acquisition and appointment management.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Smile Solutions: Large Melbourne-based dental practice offering comprehensive general, cosmetic, orthodontic, and specialist services. Overlaps with Totally Smiles' service mix, but operates primarily from a single flagship Melbourne location rather than a distributed network.

Direct peers

• Maven Dental (Abano Healthcare): One of Australia's largest dental support organizations, operating 100+ Maven-branded clinics across the country. Direct competitor running a similar multi-practice, multi-specialty dental network with consumer-facing branding.
• 1300SMILES (Identika Group): Australian dental corporate (formerly ASX-listed 1300SMILES, now part of the larger Identika group) running branded dental practices with similar general, orthodontic and implant services. Comparable DSO-style network offering to consumers on Australia's eastern seaboard.
• Pacific Smiles Group: ASX-listed Australian dental group operating ~100+ branded dental centres across NSW, VIC, QLD, WA and ACT. Directly comparable multi-site dental network model targeting similar general, cosmetic and specialist consumer segments in overlapping Eastern Australia geographies.
• National Dental Care: Australian dental group with a large network of branded clinics offering general, cosmetic, orthodontic and specialist dentistry. Closely comparable to Totally Smiles in scope of services, consumer targeting, and multi-state Australian footprint.
• No Gaps Dental: Sydney-based multi-location dental group with similar pricing-led, insurance-friendly positioning, offering general, cosmetic and orthodontic dentistry. Comparable DTC marketing model targeting price-sensitive Australian consumers.
• Dental Boutique: Australian premium cosmetic and smile makeover dental chain operating multiple clinics across Eastern Australia. Directly comparable in the cosmetic/veneer/orthodontic segment, with similar multi-site brand and consumer-facing positioning.

Broad incumbents

• Bupa Dental: Dental arm of Bupa, one of Australia's largest health insurers, operating a large network of dental clinics nationally. Overlaps with Totally Smiles on insurance preferred-provider relationships and consumer dental services, but is part of a much broader healthcare portfolio.
• Primary Dental (Healius): Dental network owned by ASX-listed pathology and primary care operator Healius. Comparable in providing general and specialist dentistry through a branded clinic network, but embedded in a broader healthcare operator.

Emerging players

• Heartland Dental: US-based dental support organization (DSO) backing thousands of dentist-led practices. Useful international comparable for the multi-site, partner-operated dental network model that Totally Smiles is building, even though Heartland operates in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/totally_smiles
• Facebookfacebook.com/TotallySmilesOfficial
• LinkedInlinkedin.com/company/totally-smiles

Revenue estimate

Valuation estimate

Number of profiles

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 Totally Smiles