TruAssure

What TruAssure does

TruAssure Insurance Company is a private US dental insurance carrier headquartered in Naperville, Illinois, offering dental insurance and dental savings plans to individuals, families, and employer groups. The company's product portfolio spans individual and family plans (Max Savings, Choice, Choice Plus), ACA-certified plans distributed through Health Insurance Marketplace exchanges (Basic, Preferred, Preventive), small group plans for employers with 2-9 eligible employees, large group plans for 10+ employees available as fully insured or self-funded, and a Dental Savings Card for discount-oriented consumers. Plan design differentiators include three cleanings per year on most individual plans (versus an industry-standard two), white fillings on all teeth, and no waiting periods on certain plans.

The company's technology backbone is the DenteMax Plus dental network arrangement, which aggregates dentists from United Concordia, DenteMax, and GEHA Connection Dental Network to deliver nationwide provider access. A member portal provides access to benefits, claims, and explanation of benefits, while TruAssure Virtual Visits — delivered through a partnership with Teledentistry.com — extends 24/7 remote dental consultation. Ancillary member benefits are bundled through the TruPerks program, including LASIK discounts via QualSight, hearing health discounts via Amplifon, everyday savings via LifeMart, and Philips Sonicare product discounts.

TruAssure distributes through a multi-channel GTM: direct-to-consumer sales via truassure.com with self-service quoting, sales-led acquisition for large group plans (phone and [email protected]), broker partnerships, and ACA Marketplace exchanges. Revenue is generated through recurring monthly insurance premiums across subscription-based individual, family, and group plans. The company operates as part of the Delta Dental network association and maintains offices in Naperville, IL (headquarters) and Lisle, IL (claims processing).

Name

TruAssure

Legal name

TruAssure Insurance Company

Website

https://truassure.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

TruAssure Insurance Company is a private US dental insurance carrier offering individual, family, ACA-certified, small group, and large group dental plans, plus a Dental Savings Card. It distributes through direct-to-consumer website sales, brokers, employer direct sales, and ACA Marketplace exchanges, using the DenteMax Plus nationwide dental network.

Ownership category

akta.pro rank

Product category

Dental Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114)

SIC

Accident & Health Insurance (6321)

akta.pro primary industry

Group Dental Plans (Employer-Sponsored) (HLAEAIAG)

akta.pro secondary industries

Stand-Alone Dental Plans (Individual/Family) (HLAEAIAF), Dental Discount Plans (Dental Savings Plans) (HLAEAIAD)

Keywords

• Dental insurance plans
• Group dental coverage
• Individual dental plans
• Teledentistry services
• Dental savings programs

Headquarters

HQ city

Lisle

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Insurance Premiums: TruAssure generates revenue through insurance premiums charged to individuals, families, and employer groups for dental coverage. Plans include individual/family plans and group plans for employers with as few as 2 employees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

TruAssure Insurance Company sells dental insurance and dental savings plans to individuals, families, and employer groups in the United States. Offerings include individual/family plans (Max Savings, Choice, Choice Plus), ACA-certified plans (Basic, Preferred, Preventive), small group plans (2–9 employees) and large group plans (10+ employees), supported by a member portal, a teledentistry service, and access to a nationwide dental provider network via the DenteMax Plus arrangement.

Product overview

TruAssure Insurance Company offers dental insurance and dental savings plans as a unified portfolio of products. The offering spans individual and family plans (Max Savings, Choice, Choice Plus), ACA-certified plans (Basic, Preferred, Preventive), and group employer plans (Small Group 2-9 employees, Large Group 10+ employees), plus a Dental Savings Card for those seeking discounts without traditional insurance. Member-facing products include TruPerks discount program (covering lifestyle discounts, Philips products, LASIK, hearing aids) and TruAssure Virtual Visits for teledentistry services. Plans are offered in association with the DenteMax Plus dental network arrangement.

Differentiator

Problem solved

Functional benefit

Brands

• TruPerks: Exclusive member discount program offering savings on everyday expenses, lifemart discounts, Philips Sonicare products, LASIK procedures through QualSight, and hearing health benefits through Amplifon.
• TruAssure Virtual Visits

Products and services

• Max Savings
• Choice
• Choice Plus
• Basic ACA Plan
• Preferred ACA Plan
• Preventive ACA Plan
• Small Group Plans (2-9 employees)
• Large Group Plans (10+ employees)
• Dental Savings Card

Quantifiable outcome

• 3 cleanings per year covered on most individual plans (vs. industry standard of 2)
• +2 more outcomes

Segments5 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

Six partnerships are on record, tiered core and minor.

• DenteMax Plus NetworkcoreTechnology or IntegrationTruAssure dental plans are offered in association with the DenteMax Plus dental network arrangement, which includes dentists from United Concordia, DenteMax, and GEHA Connection Dental Network. This provides TruAssure members access to an extensive nationwide dental provider network.
• Teledentistry.comcoreTechnology or IntegrationTruAssure Virtual Visits delivered in partnership with Teledentistry.com provides 24/7 access to a dentist via smartphone, tablet, or computer with audio/visual capabilities. This enables members to receive immediate dental care consultation remotely.
• QualSightminorGTM or Marketing PartnerTruAssure members receive 20-35% discounts on LASIK eye procedures through QualSight, the largest LASIK manager in the U.S. extending benefits to over 100 million eligible plan members nationwide with access to more than 800 provider locations.
• Amplifon Hearing Health CareminorGTM or Marketing PartnerTruAssure partners with Amplifon to offer hearing health discount program to members at no additional cost. Members can save an average of 62% off retail hearing aids.
• LifeMartminorGTM or Marketing PartnerTruAssure's exclusive member discount program through LifeMart provides savings on everyday expenses including flights, gifts, groceries, electronics, entertainment, and more with no limit on usage.
• Philips SonicareminorGTM or Marketing PartnerMember discount program providing savings on Sonicare products including electric toothbrushes, power flossers, brush heads, as well as Avent mother and baby products and Norelco shaving and grooming products.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ameritas Dental: Mid-size dental insurance carrier offering individual/family plans and employer group dental products with similar nationwide broker distribution; size and product mix closely mirror TruAssure's position.
• Spirit Dental & Vision: Direct-to-consumer dental (and vision) insurance carrier selling individual and family plans online — the closest scale and GTM analog to TruAssure's individual plan and Dental Savings Card offering.

Broad incumbents

• MetLife Dental: Major diversified insurer offering employer-sponsored and individual dental plans; comparable product breadth (group, voluntary, individual) and national broker distribution.
• Humana Dental: Major insurer offering individual, employer group, and Medicare dental plans; comparable product suite including ACA and dental savings offerings via subsidiary brands.
• Guardian Life Dental: Mid-large dental insurance carrier with strong employer-sponsored and individual plan presence; comparable voluntary/worksite dental distribution and benefit design.
• Cigna Dental: National carrier selling dental alongside medical benefits to employers and individuals, including DSO partnerships; directly comparable employer-group dental portfolio.
• Delta Dental Plans Association: Largest US dental benefits carrier with dominant national share and a 39-entity member-network structure directly comparable to TruAssure's group/individual dental insurance offerings.
• Anthem Dental (BCBS): Major regional Blue Cross Blue Shield dental carrier offering employer-sponsored and individual plans across multiple states; comparable multistate footprint and group dental product design.
• UnitedHealthcare Dental (United Concordia): National dental carrier owned by UnitedHealth Group; United Concordia specifically participates in TruAssure's DenteMax Plus network and offers overlapping group and ACA dental plans.
• Aetna Dental (CVS Health): Major national dental benefits carrier (CVS Health) offering employer, individual, and Medicare dental coverage with comparable product structure and broker distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/truassureinsurance
• LinkedInlinkedin.com/company/truassure

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 TruAssure