Wu Orthodontics

Name

Wu Orthodontics

Legal name

Wu Orthodontics

Website

https://wuorthodontics.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Wu Orthodontics is a private orthodontic practice in South Pasadena, California, led by Dr. Kimberley Wu and Dr. Guiselle Murillo, offering braces and Invisalign treatment for children, teens, and adults, with extended reach through sister offices in Claremont and Sierra Madre.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (6212), Offices of Dentists (621210)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Adult Orthodontics (HLABABAC), Pediatric Orthodontics (HLABABAB), Clear Aligner Orthodontics (HLABABAD)

Keywords

• Orthodontic treatment services
• Dental braces
• Clear aligners
• Orthodontic appliances
• Orthodontic consultation

Headquarters

HQ city

South Pasadena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Orthodontic Treatment Services: The primary revenue stream is from providing orthodontic treatment services including braces (traditional metal, clear/ceramic) and Invisalign clear aligner treatment. Treatment duration typically ranges from 12 to 24 months depending on complexity.
2. Insurance Processing: Revenue is generated through processing insurance claims for patients with dental insurance coverage. The practice accepts most PPO dental insurance plans and works with providers to maximize patient benefits.
3. Flexible Payment Plans: The practice offers flexible financing options and payment plans, generating revenue through extended payment arrangements for orthodontic treatment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Wu Orthodontics is a private orthodontic practice that diagnoses and treats misaligned teeth and jaws for children, teenagers, and adults through braces (traditional metal and clear/ceramic) and Invisalign clear aligners. Its core offering is the full orthodontic care pathway, including free initial consultations, customized treatment plans, in-office treatment delivery over 12–24 months, and supporting appliances such as retainers, palatal expanders, space maintainers, TADs, Herbst appliances, and custom mouthguards. Revenue is generated from professional service fees, with insurance billing and flexible payment plans supporting patient access.

Product overview

Wu Orthodontics is a dental/orthodontic practice offering a comprehensive suite of orthodontic treatments centered around two core product lines: traditional braces (including metal and ceramic/clear options) and Invisalign clear aligner therapy (including Invisalign Teen). The practice provides treatment across all age groups—early interceptive treatment for children, comprehensive treatment for teenagers, and adult orthodontic options. Supporting these core treatments is a range of orthodontic appliances including palatal expanders, space maintainers, retainers, TADs, Herbst appliances, and custom mouthguards. The practice also offers diagnostic services including digital radiographs. All services are delivered through their South Pasadena, CA office with sister locations in Claremont and Sierra Madre.

Differentiator

Problem solved

Functional benefit

Products and services

• Invisalign Treatment
• Invisalign Teen
• Traditional Metal Braces
• Clear and Ceramic Braces
• Palatal Expanders
• Space Maintainers
• Retainers
• Temporary Anchorage Devices (TADs)
• Herbst Appliance
• Custom Mouthguards
• Early Interceptive Treatment
• Adult Orthodontic Treatment
• Free Initial Orthodontic Consultation

Quantifiable outcome

• Treatment typically takes 12-24 months depending on individual case complexity

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Little Crown OrthodonticscoreStrategic or Co-development PartnerLittle Crown Orthodontics operates as a sister practice in Claremont and Sierra Madre, CA. Dr. Guiselle Murillo provides treatment at Wu Orthodontics in South Pasadena as well as at the Little Crown Orthodontics locations. This partnership extends the practice's geographic reach and provides continuity of care for patients across multiple locations.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Pacific Dental Services:
• Aspen Dental: Aspen Dental is a national DSO with locations across the U.S. offering general dentistry plus orthodontic services through affiliated offices. It competes in the broader orthodontic services market and is comparable as a multi-location DSO platform, though orthodontics is a secondary line within its primary general dentistry focus.
• Western Dental & Orthodontics: Western Dental is a large California-headquartered DSO offering general dentistry alongside in-house orthodontic services, including Invisalign and traditional braces. It competes for the same Southern California orthodontic patient base and accepts similar insurance plans, but operates as a broad multi-specialty incumbent rather than a dedicated ortho boutique.
• Heartland Dental: Heartland Dental is the largest U.S. dental support organization, supporting thousands of dentist-owned offices primarily in general dentistry with some orthodontic service lines. Comparable as a broad DSO incumbent with overlapping orthodontic service offerings, though orthodontics is not its specialty focus.

Others

• Align Technology (Invisalign): Align Technology manufactures the Invisalign clear aligner system used as a core product by Wu Orthodontics. It is not a direct competitor but an ecosystem enabler and supplier; comparable because its brand and technology directly shape the orthodontic services market Wu Orthodontics operates in.
• D4C Dental Brands: D4C Dental Brands is a DSO focused on pediatric dentistry and orthodontics, with which Wu Orthodontics appears affiliated based on the practice's privacy policy hosting. Comparable as the parent platform potential, providing back-office, marketing, and scale support to affiliated orthodontic practices.

Direct peers

• Smile Doctors: Smile Doctors is the largest orthodontic-focused DSO in the U.S., operating hundreds of affiliated orthodontic offices. It is a direct peer because it competes for the same orthodontic patient demographic (children, teens, adults) and operates a similar in-office braces + Invisalign service model, but at significantly greater scale through affiliate practice partnerships.
• Little Crown Orthodontics: Little Crown Orthodontics is a sister orthodontic practice operating in Claremont and Sierra Madre, CA, sharing clinical staff with Wu Orthodontics. It is a direct peer operating the same orthodontic services model with overlapping patient demographic in a California geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wu-orthodontics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wu Orthodontics