SHARING SMILES
Sharing Smiles is a single-location orthodontic practice in Luton, UK, founded in 2005 by Dr Moira Wong. It delivers NHS and private orthodontic treatments — including braces, retainers, and debonding — to families and individual patients of all ages.
- Company typePrivate
- Founded2005
- HeadquartersLuton, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What SHARING SMILES does
Sharing Smiles is a single-site specialist orthodontic practice located at 54 Alma Street, Luton, United Kingdom, founded in 2005 by Dr Moira Wong. It provides NHS and private orthodontic care to families and individual patients of all ages, operating on a direct-to-consumer model in which patients book appointments via website CTAs, phone, or in-person at the Luton clinic. The practice has a six-person clinical and operational team and has held British Dental Association Good Practice Scheme certification.
The service portfolio is concentrated in three core lines: (1) Private Treatment, offered in tiered Bronze (£4,996), Silver (£5,600), and Gold (£6,400) packages differentiated by bracket material (stainless steel vs. ceramic) and billed as multi-year installment contracts; (2) Retainers, comprising removable retainers at £180 each and bonded retainers at £360-£540 per arch, sold as pay-as-you-go; and (3) Debonding, the safe removal of braces, with package pricing from £180 (single arch) to £900 (both arches with all retainer types). The underlying technology is described as "state-of-the-art" orthodontic equipment for diagnostics and treatment, with no disclosed proprietary software, AI/ML components, or digital platform architecture beyond a Framer-hosted marketing website.
The business model is straightforward fee-for-service clinical revenue with two payer channels: NHS (capitation/unit-of-activity reimbursement) and private (direct patient payment, including multi-year installment plans). There is no disclosed revenue figure, no funding history, no external investors, and no parent company. Marketing is limited to local SEO, the practice website with booking CTAs, and the single physical location; no paid digital advertising, partnerships, or referral programs are documented. The practice is founder-owned and operated, with no signaled intent for expansion, exit, or institutional involvement.
SHARING SMILES firmographics
Firmographics- Name
- SHARING SMILES
- Legal name
- Sharing Smiles
- Website
- https://sharingsmiles.co.uk
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sharing Smiles is a single-location orthodontic practice in Luton, UK, founded in 2005 by Dr Moira Wong. It delivers NHS and private orthodontic treatments — including braces, retainers, and debonding — to families and individual patients of all ages.
- Ownership category
- akta.pro rank
SHARING SMILES industry classification
Industry- Product category
- Orthodontic Services
- NAICS
- Offices of Dentists (6212), Offices of Dentists (621210)
- akta.pro primary industry
- Comprehensive Orthodontic Clinics (HLABABAA)
- akta.pro secondary industries
- Adult Orthodontics (HLABABAC), Pediatric Orthodontics (HLABABAB)
Keywords
Where SHARING SMILES is headquartered
LocationHeadquarters
- HQ city
- Luton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SHARING SMILES business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Orthodontic Treatment Services: One-time and recurring orthodontic treatment services including private treatments (braces), debonding, and retainers. Offers tiered service levels (Bronze, Silver, Gold) for private treatments and various add-on services.
- Debonding Services: Safe removal of braces with various package options ranging from basic debonding to packages including retainers
- Retainer Services: Both removable and bonded retainers sold as one-time purchases to maintain orthodontic results
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Bronze Service - Stainless Steel Braces |
| One time/ perpetual license | Multi-year contract | Silver Service - Ceramic/Stainless Steel |
| One time/ perpetual license | Multi-year contract | Gold Service - Ceramic Braces |
| One time/ perpetual license | Pay-as-you-go | Debonding - One Arch |
| One time/ perpetual license | Pay-as-you-go | Debonding - Both Arches |
| One time/ perpetual license | Pay-as-you-go | Debonding with Removable Retainers |
| One time/ perpetual license | Pay-as-you-go | Full Debonding with All Retainers |
| Unit Pricing | Pay-as-you-go | New Removable Retainers |
| Unit Pricing | Pay-as-you-go | Bonded Retainers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
SHARING SMILES product offering
Product offeringCore offering
Sharing Smiles is a specialist orthodontic practice in Luton, UK, providing private and NHS orthodontic treatments including fixed braces (stainless steel and ceramic), retainers (removable and bonded), and braces removal (debonding) services. The practice serves patients of all ages through a single physical location and offers tiered private treatment packages (Bronze, Silver, Gold).
Product overview
Sharing Smiles is an orthodontic dental practice offering NHS and private treatments. The core service portfolio consists of Private Treatment (orthodontic braces in Bronze, Silver, and Gold tiers based on bracket materials), Retainers (removable and bonded options for post-treatment maintenance), and Debonding (professional braces removal). Services are available for patients of all ages with treatment personalized to individual needs.
Differentiator
Problem solved
Functional benefit
Products and services
- Private Treatment Orthodontic treatment using stainless steel or ceramic braces offered in three service tiers: Bronze (stainless steel, £4,996 total), Silver (ceramic upper/stainless lower, £5,600 total), and Gold (ceramic both arches, £6,400 total). For private patients seeking orthodontic care at the Luton practice.
- Retainers Post-orthodontic retention solutions including removable retainers (£180 per retainer including impression) and bonded retainers (£360 for one arch, £540 for both arches including impression and fitting). For patients who have completed orthodontic treatment and need to maintain their results.
- Debonding Safe and gentle removal of braces including bracket removal and adhesive cleaning, with optional retainer packages ranging from £180 (one arch) to £900 (both arches with removable and bonded retainers). For patients completing orthodontic treatment.
Companies that use SHARING SMILES
Customer profileSegments3 records
Ideal customer profiles2 records
SHARING SMILES technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
SHARING SMILES partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights2 records
SHARING SMILES competitors and assessment
Company assessmentEmerging players
- SmileDirectClub (UK operations): Direct-to-consumer clear aligner brand that disrupted the adult orthodontic market with lower price points. Comparable in competing for adult private orthodontic cases, though it operates via remote monitoring rather than in-practice care.
- Straight Teeth Direct: UK-based direct-to-consumer clear aligner provider competing on price and convenience for adult orthodontic cases that would otherwise consider private practice treatment.
Broad incumbents
- Total Orthodontics (UK): UK-wide group of specialist orthodontic practices offering NHS and private braces. Comparable to Sharing Smiles as a specialist orthodontic service provider for the same patient segments, but operating at significantly greater scale.
- Portman Dental Care: Large UK dental group with multiple orthodontic-affiliated practices. Provides a benchmark for scaled orthodontic clinic operations and could represent a strategic acquirer for Sharing Smiles.
- Mydentist: One of the UK's largest dental chains with orthodontic offerings across hundreds of locations. Comparable as a competitor for NHS and private orthodontic patients in the same geographic market.
- Bupa Dental Care: Major UK private dental provider including orthodontic services. Comparable as a competing provider of NHS and private orthodontic care to UK consumers, though it operates across the full dental spectrum rather than orthodontic-only.
Direct peers
- Invisalign provider practices (Align Technology): Network of UK Invisalign-certified dentists and orthodontists offering clear aligner treatment. Directly competes with Sharing Smiles for adult private orthodontic cases seeking aesthetic alternatives to fixed braces.
Regional players
- Imogen Dental (representative Luton/Bedfordshire orthodontic practice): Regional orthodontic and dental practices in the Bedfordshire/Luton catchment competing for the same NHS and private patient pool as Sharing Smiles.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
SHARING SMILES social profiles
Digital presenceSHARING SMILES compliance and trust
Trust signalCompliance1 record
SHARING SMILES financial estimates
Financial estimateRevenue estimate
Valuation estimate
SHARING SMILES leadership team
Management profileNumber of profiles
Profiles6 records
SHARING SMILES funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SHARING SMILES 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 SHARING SMILES
What does SHARING SMILES do?
Sharing Smiles is a specialist orthodontic practice in Luton, UK, providing private and NHS orthodontic treatments including fixed braces (stainless steel and ceramic), retainers (removable and bonded), and braces removal (debonding) services. The practice serves patients of all ages through a single physical location and offers tiered private treatment packages (Bronze, Silver, Gold).
Is SHARING SMILES a public or private company?
SHARING SMILES is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SHARING SMILES founded?
SHARING SMILES was founded in 2005. It employs 1 to 10 people.
Where is SHARING SMILES based?
SHARING SMILES is headquartered in Luton, United Kingdom, in the Europe region.
How does SHARING SMILES make money?
Three revenue lines are on record. Orthodontic Treatment Services are the primary driver. The others are debonding Services and retainer Services.
Who are SHARING SMILES's main competitors?
Emerging players on record are SmileDirectClub (UK operations) and Straight Teeth Direct. Broad incumbents are Total Orthodontics (UK), Portman Dental Care, Mydentist and Bupa Dental Care. Invisalign provider practices (Align Technology) is listed as a direct peer. Imogen Dental (representative Luton/Bedfordshire orthodontic practice) is listed as a regional player.
Does SHARING SMILES have an API?
No public API is recorded for SHARING SMILES.
What industry is SHARING SMILES in?
SHARING SMILES's product category is Orthodontic Services. Its primary akta.pro industry code is HLABABAA, Comprehensive Orthodontic Clinics, with a secondary code of HLABABAC, Adult Orthodontics. Its NAICS code is 6212.