Goodsmile
Goodsmile (The Orthodontic Practice) is a specialist orthodontic practice in Mansfield, Nottinghamshire, offering NHS and private teeth-straightening treatments to adults and children across North Nottinghamshire via six surgeries and an on-site laboratory.
- Company typePrivate
- Founded-
- HeadquartersMansfield, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Goodsmile does
Goodsmile, legally known as The Orthodontic Practice, is a specialist orthodontic practice based in Mansfield, Nottinghamshire, England. Founded under the current ownership in 2007 when Marie-Louise Stewart took over from the retiring principal, the practice operates from a single site at 19 Woodhouse Road with six dental surgeries and an on-site laboratory. It focuses exclusively on teeth straightening, serving both NHS-funded children meeting IOTN criteria and fee-paying private patients (adults and children not eligible for NHS). The customer base includes referred NHS patients, private adults seeking cosmetic treatment, and private children, with a dentist referral network across North Nottinghamshire as the primary acquisition channel.
The practice's core product portfolio spans fixed silver/metal braces, tooth-coloured ceramic braces using Clarity brackets, Invisalign clear aligners, removable and functional appliances (including twin block), and retainers. Technical capabilities include Trios 3D intraoral scanning for digital treatment planning and visualisation, and an in-house laboratory staffed by two technicians that produces and modifies appliances on-site for faster turnaround. Digital services include a photo submission portal for remote assessment and the Rego online referral system for NHS referrals.
Revenue is generated through two principal streams: NHS funding for eligible under-18 treatments (free to patients) and private fee-for-service payments for adults and non-NHS-eligible children. Private treatments are priced from £880 for a functional appliance to £4,620 for Invisalign, with interest-free monthly payment plans over the typical 18-month treatment duration. Supplementary revenue comes from retainer replacements, bonded retainers, custom mouthguards, and teeth whitening. The practice is independently owned, has no external investors, and operates with no disclosed institutional funding.
Goodsmile firmographics
Firmographics- Name
- Goodsmile
- Legal name
- The Orthodontic Practice
- Website
- https://goodsmile.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Goodsmile (The Orthodontic Practice) is a specialist orthodontic practice in Mansfield, Nottinghamshire, offering NHS and private teeth-straightening treatments to adults and children across North Nottinghamshire via six surgeries and an on-site laboratory.
- Ownership category
- akta.pro rank
Goodsmile industry classification
Industry- Product category
- Orthodontic Services
- NAICS
- Offices of Dentists (621210), Offices of Dentists (62121)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Pediatric Orthodontics (HLABABAB)
Keywords
Where Goodsmile is headquartered
LocationHeadquarters
- HQ city
- Mansfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Goodsmile business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- NHS Treatment: Free orthodontic treatment for qualifying patients under 18 whose condition meets NHS criteria (IOTN Index). Revenue comes from NHS funding for treatment of eligible cases.
- Private Treatment: Private orthodontic services for adults and children not eligible for NHS treatment. Includes ceramic braces, clear aligners (Invisalign), and silver braces for under-18s. Revenue generated through upfront payments and interest-free monthly payment plans over treatment duration.
- Appliance Replacement and Accessories: Replacement retainers, bonded retainers, repair services, custom mouthguards, and teeth whitening products sold to patients.
- Interest-free Payment Plans: Zero-interest monthly payment plans enable patients to spread the cost of private treatment over the duration, making treatment more accessible.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | NHS Treatment (Under 18) |
| Subscription | Multi-year contract | Silver Service (Under 18 Private) |
| Subscription | Multi-year contract | Platinum Service - Ceramic Braces (Adults/Private) |
| Subscription | Multi-year contract | Platinum Service - Invisalign (Adults/Private) |
| Unit Pricing | Multi-year contract | Functional Growth Modification |
| One time/ perpetual license | Pay-as-you-go | In-Practice Initial Consultation |
| Unit Pricing | Pay-as-you-go | Retainers and Accessories |
| Unit Pricing | Pay-as-you-go | Teeth Whitening |
| Unit Pricing | Pay-as-you-go | Mouthguards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Goodsmile product offering
Product offeringCore offering
Goodsmile is a specialist orthodontic practice that provides teeth-straightening treatment for children and adults, delivering both NHS-funded and private orthodontic care. Core services include fixed metal (silver) braces, tooth-coloured ceramic braces, removable appliances, functional appliances, and Invisalign clear aligners, supported by an on-site laboratory for appliance fabrication and Trios 3D scanning for treatment planning. Adjunctive services include retainers, custom mouthguards, and teeth whitening.
Product overview
Goodsmile (The Orthodontic Practice) is a specialist orthodontic practice in Mansfield, Nottinghamshire, offering a comprehensive range of orthodontic treatments and services. The practice provides a multi-tiered service model combining NHS treatment for eligible children with private treatment options (Silver and Platinum service tiers) for both adults and children. Their core product portfolio includes fixed metal/silver braces, ceramic braces, removable appliances, functional appliances, clear aligners (Invisalign), retainers, and supplementary services such as custom mouthguards and teeth whitening. The practice also operates an on-site laboratory for quality appliance production and quick turnaround. Digital services include photo submission portals, online appointment booking, and dentist referral systems. They utilise advanced diagnostic tools including Trios 3D scanning technology as part of their comprehensive records process for private patients.
Differentiator
Problem solved
Functional benefit
Products and services
- Fixed Silver (Metal) Braces Traditional fixed orthodontic braces using silver metal brackets and wires cemented to teeth to gradually move them into proper alignment. Used for NHS-eligible children and for private patients (children's Silver Service) who opt for the most cost-effective brace type.
- Ceramic Braces (Clarity) Tooth-coloured ceramic brackets and wires that work like fixed metal braces but are more discreet. Uses Clarity ceramic brackets and is offered within the Platinum Service to adults and children prioritising aesthetics.
- Removable Appliances Braces that can be taken out for cleaning, sports or other activities, featuring a plastic base with attached wires and springs that apply gentle pressure to move teeth.
- Functional Appliances Fixed or removable braces for children that correct how upper and lower teeth fit together by moving teeth and modifying jaw growth, with twin block as the most common type.
- Invisalign Clear Aligners Series of clear, removable Invisalign aligners that gradually move teeth, suitable for mild to moderate misalignment, overcrowding and gappy teeth in adults.
- Retainers Devices worn after orthodontic treatment to keep newly aligned teeth in position. Available as vacuum-formed clear removable retainers or fixed/bonded retainers attached to the inside of teeth.
- NHS Orthodontic Treatment Free NHS-funded orthodontic treatment for eligible patients under 18 meeting the Index of Orthodontic Treatment Need (IOTN) criteria, using standard silver metal braces and accessed via dentist referral through the Rego online e-referral system.
- Platinum Private Service (Adults) Top-level private orthodontic service for adults offering more discreet options including ceramic braces or Invisalign clear aligners, priority appointments, and immediate treatment start with no waiting list.
- Silver Private Service (Children) Private orthodontic service for children who do not qualify for NHS treatment, using silver metal brackets upper and lower, with treatment starting approximately 8 weeks from assessment.
- Custom Mouthguards Custom-made protective mouthguards for patients with fixed braces, priced from £70–£90 depending on colour and design, with optional OPRO self-fit ortho mouthguards available at £25.
- Teeth Whitening Safe, effective home-based teeth whitening treatment overseen by dental professionals, including custom-made bleaching trays and gel, available to over-18s only.
Quantifiable outcome
- 98% of patients say they are 'extremely likely' or 'likely' to recommend the practice to friends and family
- +1 more outcomes
Companies that use Goodsmile
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Goodsmile technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Goodsmile partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- General Dental Council (GDC)coreRegulatory body that registers dental professionals. All orthodontists are GDC-registered specialists, and all nurses are GDC registered.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Goodsmile competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
Goodsmile social profiles
Digital presenceGoodsmile compliance and trust
Trust signalCompliance1 record
Goodsmile financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodsmile leadership team
Management profileNumber of profiles
Profiles7 records
Goodsmile funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodsmile M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodsmile
What does Goodsmile do?
Goodsmile is a specialist orthodontic practice that provides teeth-straightening treatment for children and adults, delivering both NHS-funded and private orthodontic care. Core services include fixed metal (silver) braces, tooth-coloured ceramic braces, removable appliances, functional appliances, and Invisalign clear aligners, supported by an on-site laboratory for appliance fabrication and Trios 3D scanning for treatment planning. Adjunctive services include retainers, custom mouthguards, and teeth whitening.
Is Goodsmile a public or private company?
Goodsmile is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Goodsmile founded?
Goodsmile was founded in -1. It employs 1 to 10 people.
Where is Goodsmile based?
Goodsmile is headquartered in Mansfield, United Kingdom, in the Europe region.
How does Goodsmile make money?
Four revenue lines are on record. NHS Treatment is the primary driver. The others are private Treatment, appliance Replacement and Accessories and interest-free Payment Plans.
Does Goodsmile have an API?
No public API is recorded for Goodsmile.
What industry is Goodsmile in?
Goodsmile's product category is Orthodontic Services. Its primary akta.pro industry code is HLABABAB, Pediatric Orthodontics. Its NAICS code is 621210 and its SIC code is 3842.