What Smiles by Design Orthodontics does

Smiles by Design Orthodontics is a single-location orthodontic specialty practice based in Tillsonburg, Ontario, serving Oxford County. Founded by Dr. Bavna Sawhney, the practice operates from a six-person clinical and administrative team including a second orthodontist, Dr. Peter Servinis, and provides a comprehensive range of orthodontic services: Invisalign clear aligners (at Diamond Provider tier), multiple bracket systems (metal, ceramic, self-ligating, Damon, Incognito lingual, and Innovation brackets), early interceptive Phase One treatment, adolescent and adult treatment, TMD management, sleep apnea oral appliance therapy with MATRx home sleep studies, and orthognathic jaw surgery coordination.

The practice is built on a digital-clinical technology stack anchored by impression-free 3D jaw scanning, digital radiography, computerized imaging, 3D printing of models and appliances, and CAD-driven treatment planning. These tools are used to produce custom treatment plans and aligners, with the practice emphasizing a balance of advanced digital techniques and traditional hands-on clinical care. Dr. Sawhney's credentials (Master of Clinical Dentistry in Orthodontics from Western University, Fellowships in the Royal College of Dentists of Canada and the International College of Dentists, Adjunct Clinical Professorship at Western University) anchor the clinical brand.

The business model is professional services delivered in-person at the 594 Broadway Street office. Revenue is generated from orthodontic treatment fees, with free initial consultations as the customer acquisition hook, no-interest payment plans, and Flex Plans for teens. The go-to-market is direct-to-consumer: a website, Facebook and Google reviews, online patient intake forms, and a structured dentist referral channel capture patients from the Oxford County catchment. Pricing is not publicly disclosed; the practice does not sell online or deliver remote services. The firm is a founder-owned private practice with no external investors, no parent company, no funding rounds, and no M&A activity on record.

Name

Smiles by Design Orthodontics

Legal name

Smiles by Design Orthodontics

Website

https://smilesbydesignorthodontics.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Smiles by Design Orthodontics is a single-location orthodontic specialty practice in Tillsonburg, Ontario, serving Oxford County with Invisalign, multiple types of braces, TMD and sleep apnea treatment, and orthognathic surgery coordination under founder Dr. Bavna Sawhney.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Adult Orthodontics (HLABABAC), Orthodontic Group Practices (HLABAKAC), Pediatric Orthodontics (HLABABAB), Orthodontic Imaging & Treatment Planning Centers (HLABAIAI), Clear Aligner Orthodontics (HLABABAD)

Keywords

• Orthodontic services
• Teeth alignment
• Clear aligners
• Dental braces
• Sleep apnea treatment

Headquarters

HQ city

Tillsonburg

HQ country

Canada

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, Supply Chain

Revenue model

1. Orthodontic Treatment Services: Professional orthodontic services including braces (metal, ceramic, self-ligating, lingual/Incognito) and Invisalign clear aligners. Treatment involves custom-made appliances and ongoing care throughout the treatment process. Free initial consultations offered.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Smiles by Design Orthodontics is a single-location orthodontic practice in Tillsonburg, Ontario offering a full portfolio of orthodontic treatments including metal, ceramic, self-ligating, Damon, and Incognito (lingual) braces, Invisalign clear aligners, Phase One early treatment, teen and adult orthodontic care, TMD management, oral appliance therapy and MATRx sleep apnea treatment, and orthognathic jaw surgery. All services are delivered in-office with impression-free 3D digital scanning, digital x-rays, and computerized treatment planning.

Product overview

Smiles by Design Orthodontics is a single-location orthodontic practice offering a comprehensive portfolio of teeth alignment and jaw correction treatments. The core offerings span traditional braces (Metal, Ceramic, Self-Ligating, Damon, and Incognito lingual braces), Invisalign clear aligners, and specialized treatments for TMD, sleep apnea, and orthognathic surgery. Treatment is organized by patient age group (Phase One/Early, Teen, and Adult), with each service utilizing the practice's digital scanning and 3D imaging technology. The practice also provides oral appliance therapy for sleep apnea using Mandibular Advancement Devices and MATRx diagnostic sleep studies.

Differentiator

Problem solved

Functional benefit

Products and services

• Invisalign Clear Aligners Clear and removable aligners providing an aesthetic alternative to traditional metal braces for teeth straightening, suitable for teens and adults.
• Ceramic Braces Tooth-colored or clear ceramic brackets that blend into the shade of the teeth, providing a more aesthetic appearance than metal braces.
• Self-Ligating Braces Braces that allow teeth to shift comfortably without elastic ties, resulting in reduced wire binding and shorter appointments.
• Damon Braces Tie-less self-ligating braces with memory-shape wires that align teeth gently, minimizing the need for extractions.
• Incognito Lingual Braces Custom-made hidden braces worn behind the teeth, offering a discreet alternative to conventional braces using the latest computer technology.
• Phase One Early Treatment Early interceptive orthodontic treatment for children aged 4-10 who still have baby teeth, typically lasting 4-12 months, to address crowding, crossbites, thumb habits, and congenitally missing teeth.
• Teenage Orthodontic Treatment Orthodontic treatment for adolescents aged 11-15 when most permanent teeth have erupted, taking advantage of growth spurts to correct gaps, poor bites, and misaligned teeth.
• Adult Orthodontic Treatment Orthodontic treatment for adults over 21 with aesthetic options including ceramic braces and Invisalign clear aligners.
• TMD Treatment Management of Temporo-Mandibular Disorder using reversible appliance treatment, potentially followed by second-phase orthodontics, restorative dentistry, or surgery.
• Sleep Apnea Treatment Treatment for obstructive sleep apnea using custom-fitted oral appliances, including Mandibular Advancement Devices (MADs) that support the jaw in a forward position to maintain an open upper airway.
• Oral Appliance Therapy (MADs) Custom-fitted dental oral appliance worn during sleep that supports the jaw in a forward position to maintain an open upper airway for patients with obstructive sleep apnea.
• Orthognathic Jaw Surgery Corrective jaw surgery for major skeletal discrepancies, combined with pre-surgical and post-surgical orthodontics.
• Custom Treatment Planning (The Process) Consultation and custom treatment planning service including digital impression-free scans, X-rays, pictures, and 3D imaging to create precise treatment plans mapping tooth movement and airway treatment.

Quantifiable outcome

• Free initial consultation offered

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core.

• Royal College of Dental Surgeons of Ontario (RCDSO)coreOthersProfessional regulatory membership. Dr. Sawhney is a member in good standing with RCDSO.
• Ontario Dental Association (ODA)coreOthersProfessional association membership supporting dental professionals in Ontario.
• Ontario Association of Orthodontists (OAO)coreOthersProvincial professional organization for orthodontists in Ontario. Dr. Sawhney is an active member.
• Canadian Dental Association (CDA)coreOthersNational professional association for dentists in Canada. Dr. Sawhney maintains active membership.
• Canadian Association of Orthodontists (CAO)coreOthersNational professional organization representing orthodontists in Canada. Dr. Sawhney is an active member.
• American Association of Orthodontists (AAO)coreOthersUS-based professional organization for orthodontists. Dr. Sawhney is an active member.
• Royal College of Dentists of Canada (RCDC)coreOthersNational dental regulatory body. Dr. Sawhney holds Fellowship in RCDC.
• Western University - Graduate Orthodontics DepartmentcoreOthersDr. Sawhney serves as Adjunct Clinical Professor in the Graduate Orthodontics Department at Western University, mentoring future orthodontists.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• dentalcorp: Canada's largest dental services organization, operating a network of practices that includes orthodontic service lines. Directly comparable as a Canada-based multi-clinic dental/orthodontic operator with similar patient mix and service breadth.
• Altima Dental: Canadian dental group practice organization operating multiple offices with general and specialty dentistry including orthodontics. Comparable to Smiles by Design as a Canada-headquartered multi-clinic dental/orthodontic peer.
• 123Dentist: Canadian dental group network supporting multiple practice locations, including general and specialty dentistry. Comparable to Smiles by Design as a Canadian dental/orthodontic practice operator competing for the same patient pool.

Broad incumbents

• Pacific Dental Services: US-based dental support organization enabling general and specialty dental practices including orthodontic services. Comparable to Smiles by Design as a broader incumbent in orthodontic/dental services at much larger scale.
• Sonrava Health: Multi-brand US DSO operating dental and orthodontic practices including brands offering Invisalign and traditional orthodontics. Comparable as a broad incumbent in the dental/orthodontic services space.
• Aspen Dental: US-based DSO operating branded dental practices with general and specialty service lines including orthodontics. Comparable as a large incumbent dental services operator with overlapping orthodontic offering, though much broader in geographic footprint.
• Heartland Dental: One of the largest US-based dental service organizations supporting thousands of dentists across general and specialty practices. Comparable as a broader incumbent in the orthodontic/dental services space, though at much larger scale and with general dentistry as its anchor.

Others

• Align Technology: Manufacturer of the Invisalign clear aligner system used by Smiles by Design. Comparable as the key supplier/enabler of the practice's primary clear-aligner service line rather than a direct competitor.

Emerging players

• SmileDirectClub: Direct-to-consumer clear aligner brand that disrupted the traditional orthodontic patient channel by offering remote, lower-cost aligner treatment. Comparable to Smiles by Design as a clear-aligner competitor targeting the same adult patient segment through a different delivery model.
• Impress: International direct-to-consumer clear aligner brand operating both DTC and clinic-based models. Comparable to Smiles by Design as an emerging clear-aligner competitor with partial overlap in patient channel and adult orthodontic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/reviews
• LinkedInlinkedin.com/company/smiles-by-design-ortho

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Smiles by Design Orthodontics