Willett Dental Associates

What Willett Dental Associates does

Willett Dental Associates is a privately held, single-location dental practice based in Columbia, Missouri, founded by Dr. Kent F. Willett after completing his dental residency in 1980. The practice operates as a direct-to-consumer, full-scope dental clinic delivering general, preventive, cosmetic, restorative, oral surgery, sedation, and facial-aesthetics services through two practicing dentists (Dr. Kent Willett and Dr. Jenna Miller) supported by approximately 11 clinical and administrative staff including five registered dental hygienists, two expanded-functions dental assistants, and front-office personnel. The patient base consists of individual consumers and families in Columbia, MO and surrounding communities, with particular emphasis on patients with dental anxiety, addressed through oral conscious sedation and a deliberately warm, family-style care environment.

The practice's clinical capability centers on conventional general dentistry augmented by 3D cone beam imaging for implant planning and diagnostics, oral conscious sedation for anxious patients, and an emerging facial-aesthetics and TMJ therapy offering built on BOTOX, XEOMIN, and dermal filler injectables. Business operations are supported by a standard digital presence — website, Google business profile with a 4.8-star rating across 159 reviews, Facebook, and Instagram — and third-party patient financing through CareCredit and Cherry Payment Plans to enable higher-ticket procedures.

The revenue model is fee-for-service professional services paid at time of service, accepting cash, credit cards, checks, and insurance claims submitted as a courtesy. The practice is wholly independent with no parent company, no disclosed institutional investors, no franchise relationships, and no subsidiaries. Strategic posture is stable, founder-led, and oriented toward incremental service-line expansion (notably aesthetics and TMJ therapy) rather than geographic or multi-site scaling.

Name

Willett Dental Associates

Legal name

Willett Dental Associates

Website

https://willettdentalassociates.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Willett Dental Associates is a privately held, single-location dental practice in Columbia, Missouri, founded in 1980, offering comprehensive general, cosmetic, restorative, sedation, and facial-aesthetics dental services to individual consumers and families in the surrounding community.

Ownership category

akta.pro rank

Product category

Dental Services

NAICS

Offices of Dentists (621210)

SIC

Services-Health Services (8000)

akta.pro primary industry

Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC)

akta.pro secondary industries

General Dentistry with Sedation Services (Nitrous/IV/Oral Sedation) (HLABAAAD), Comprehensive Orthodontic Clinics (HLABABAA)

Keywords

• General dentistry services
• Cosmetic dental care
• Restorative dental treatments
• Sedation dentistry
• Facial aesthetics services

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

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: Fee-for-service dental care including general dentistry, cosmetic dentistry, restorative dentistry, oral surgery, and facial aesthetics. Services include cleanings, exams, fillings, crowns, bridges, implants, root canals, extractions, wisdom teeth removal, bone grafting, veneers, bonding, teeth whitening, and Invisalign.
2. Facial Aesthetics: Cosmetic injectable treatments including BOTOX and XEOMIN neuromodulators and dermal fillers. Facial fillers last 9-12 months; neuromodulators last 3-4 months.
3. Sedation Dentistry: Oral conscious sedation services to help anxious patients receive treatment comfortably.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Willett Dental Associates operates a comprehensive dental practice delivering preventive, restorative, cosmetic, surgical, sedation, and facial aesthetic services from a single Columbia, Missouri office. Services include cleanings, exams, fillings, crowns, bridges, dental implants, root canals, extractions, wisdom teeth removal, bone grafting, veneers, bonding, teeth whitening, Invisalign, oral conscious sedation, TMJ therapy, BOTOX/XEOMIN, and dermal fillers. The practice targets the Columbia, MO population with particular emphasis on patients experiencing dental anxiety.

Product overview

Willett Dental Associates is a comprehensive dental practice offering a full spectrum of oral health and cosmetic services through seven integrated service lines. General Dentistry provides preventive care and patient education as the foundation of oral health. Sedation Dentistry enables anxious patients to receive care comfortably. Cosmetic Dentistry offers aesthetic treatments including bonding, veneers, whitening, and Invisalign orthodontics. Oral Surgery handles extractions, wisdom teeth removal, and bone grafting. Restorative Dentistry uses 3D cone beam imaging, crowns, bridges, implants, root canals, and fillings to repair damaged teeth. TMJ Therapy treats jaw disorders with neuromodulators. Facial Aesthetics provides BOTOX, XEOMIN, and dermal fillers for anti-aging and therapeutic purposes. The practice is led by Dr. Kent Willett and Dr. Jenna Miller in Columbia, Missouri.

Differentiator

Problem solved

Functional benefit

Products and services

• General Dentistry

Quantifiable outcome

• 4.8 star rating from 159 Google Reviews
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• American Dental AssociationminorOthersProfessional dental association membership providing standards, continuing education, and industry best practices support.
• Missouri Dental AssociationminorOthersState dental association membership supporting Missouri dental professionals.
• DOCS (Dental Organization for Conscious Sedation)minorOthersProfessional organization focused on conscious sedation training and protocols for dental practices.
• Academy of General DentistryminorOthersProfessional dental association for general dentists providing education and professional development.
• The Pankey InstitutecoreStrategic or Co-development PartnerDr. Willett is a member of the prestigious Pankey Institute in Key Biscayne, Florida, where he has completed advanced studies in restoring difficult dental cases. The institute sees referrals from all over the United States, representing advanced clinical training and professional development partnership.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Mortenson Dental Partners: Large US DSO and dental practice partnership network offering general and specialty services. Comparable as a partner-model DSO that often acquires independent practices of Willett's size and profile.
• Pacific Dental Services: Major DSO supporting hundreds of general and specialty dental practices across the US. Comparable as a scaled operating partner that competes for the same patient base and represents a likely strategic exit pathway for independent practices.
• Affordable Dentures & Implants: Largest US network of dental practices focused on extractions, dentures, and implants. Comparable as a scaled competitor specifically in the implant and full-arch rehabilitation segment Willett serves with 3D cone beam imaging.
• Heartland Dental: The largest US dental support organization, supporting thousands of dentists across general, cosmetic, and specialty practices. Directly comparable as the dominant scaled alternative to Willett's independent model and a likely acquirer of independent practices of this profile.
• Dental365: Fast-growing DSO operating multi-specialty dental practices across the eastern US. Comparable as a scaled multi-specialty competitor pursuing comprehensive general + cosmetic + implant service mixes similar to Willett's.
• MB2 Dental: Dental partnership organization that affiliates with independent practices while preserving clinical autonomy. Comparable as an alternative strategic partner for Willett that would enable growth without full DSO consolidation.
• Smile Brands Dental: DSO supporting general and multi-specialty dental offices under branded regional names. Comparable as a scaled alternative to single-location independents in mid-sized US markets.
• Jefferson Dental & Orthodontics: DSO-backed multi-specialty dental group offering general, cosmetic, orthodontic, and implant services. Comparable as a scaled multi-specialty competitor pursuing a similar full-service positioning to Willett's.
• Aspen Dental: Large DSO-backed branded chain focused on general dentistry, restorative care, and dentures. Comparable as a scaled competitor operating in mid-sized US markets — the same tier Columbia, MO occupies.

Emerging players

• ClearChoice Dental Implant Centers: Network of dental implant centers focused on full-arch and single-tooth implant restoration. Comparable as a specialized competitor for the higher-acuity implant case mix that Willett pursues with 3D cone beam imaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WillettDentalAssociates
• Instagraminstagram.com/willettdentalassociates
• LinkedInlinkedin.com/company/willett-dental-associates

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Willett Dental Associates