sm:)e ortho
Smile Orthodontics operates twelve Minnesota clinics providing braces, Invisalign, and retainers to kids, teens, and adults using digital scanning, 3D printing, and SureSmile robotic archwire technology, with multilingual staff and broad insurance acceptance.
- Company typePrivate
- Founded2017
- HeadquartersStillwater, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What sm:)e ortho does
Smile Orthodontics (operating as Sm:)e Orthodontics; legal entity Smile Orthodontics Stillwater LLC) is a privately held orthodontic practice headquartered in Stillwater, Minnesota, operating twelve physical clinic locations across the state spanning the Minneapolis–St. Paul metropolitan area and greater Minnesota communities including Rochester and St. Cloud. The practice delivers orthodontic treatment — traditional braces, Invisalign clear aligners, and post-treatment retainers — to kids, teens, and adults through a clinical team that includes at least seven doctors, among them board-certified orthodontic specialists. Multilingual staffing in English, Spanish, Somali, and Hmong and the acceptance of multiple state Medicaid plans position the practice to serve linguistically and economically diverse patient populations.
The service architecture combines in-person clinic visits with virtual pathways: a free consultation (in-person or virtual), an Online Smile Quote self-service process where prospective patients text photos for a doctor-prepared quote, and a digital clinical workflow built on intraoral scanning, 3D printing, and SureSmile robotically-bent custom archwires (Ormco). The practice operates a "Lifetime of Confidence Guarantee" that offers eligible retreatment at a small monthly service charge after initial treatment, intended to extend the patient relationship beyond active care. Distribution is multi-channel, combining the twelve owned clinics, dental professional referrals, an online referral form, and organic social presence on Facebook and Instagram.
Revenue is generated through one-time treatment payments (with a 10% pay-in-full discount), interest-free monthly payment plans with down payments as low as $250, retainer replacements, and reimbursement from accepted insurance networks including Delta Dental Premier, Metlife PDP, United Healthcare PPO, and multiple Minnesota Medicaid plans. The company is structured as an LLC with no disclosed institutional investors, parent company, or public-market listing.
sm:)e ortho firmographics
Firmographics- Name
- sm:)e ortho
- Legal name
- Smile Orthodontics Stillwater LLC
- Website
- https://www.smileortho.net
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smile Orthodontics operates twelve Minnesota clinics providing braces, Invisalign, and retainers to kids, teens, and adults using digital scanning, 3D printing, and SureSmile robotic archwire technology, with multilingual staff and broad insurance acceptance.
- Ownership category
- akta.pro rank
sm:)e ortho industry classification
Industry- Product category
- Orthodontic Services
- NAICS
- Offices of Dentists (621210)
- akta.pro primary industry
- Comprehensive Orthodontic Clinics (HLABABAA)
- akta.pro secondary industries
- Orthodontic Group Practices (HLABAKAC), Clear Aligner Orthodontics (HLABABAD), Adult Orthodontics (HLABABAC), Pediatric Orthodontics (HLABABAB)
Keywords
Where sm:)e ortho is headquartered
LocationHeadquarters
- HQ city
- Stillwater
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
sm:)e ortho business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Orthodontic Treatment Payments: One-time payment for full treatment with 10% discount for pay-in-full. Monthly interest-free payment plans with down payments as low as $250. No credit checks required for approval.
- Monthly Payment Plans: Interest-free pay-over-time options with simple, convenient monthly payments. Down payments starting at $250 with a soft credit check. No credit checks required for 100% approval.
- Insurance Reimbursement: Accepts most major insurance plans including Delta Dental, UCare, Blue Plus, Hennepin Health, Medica, Health Partners, Metlife, United Healthcare, DentaQuest, and state Medicaid plans.
- Retainers and Replacement Services: Post-treatment retainers (clear, wire, or bonded) and replacement retainers available for patients regardless of whether they received initial treatment at the practice.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Single Payment with 10% Pay-in-Full Discount |
| Subscription | Monthly | Monthly Payment Plan with Low Down Payment |
| Hybrid | Monthly | Insurance and HSA/FSA Options |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
sm:)e ortho product offering
Product offeringCore offering
Smile Orthodontics provides orthodontic treatment services — traditional braces, Invisalign clear aligners, and retainers — for kids, teens, and adults across 12 clinic locations in Minnesota. Treatment is delivered through a fully digital workflow using SureSmile robotically-bent archwires, digital scanners, and 3D printing to straighten teeth faster with fewer office visits. The practice also offers free in-person and virtual consultations, flexible payment plans, and a Lifetime of Confidence retreatment guarantee.
Product overview
Smile Orthodontics operates as a multi-location orthodontic practice offering a unified treatment platform centered on teeth straightening services. The core offerings include Traditional Braces (using SureSmile robotically-bent archwires), Invisalign Clear Aligners (3D-printed custom aligners), and Retainers for post-treatment maintenance. All treatments are supported by digital scanning and 3D-printing technology. The practice serves kids, teens, and adults across twelve Minnesota locations, with additional services including an Online Smile Quote virtual consultation and a Lifetime of Confidence Guarantee for retreatment.
Differentiator
Problem solved
Functional benefit
Products and services
- Traditional Braces Orthodontic treatment using SureSmile robotically-bent custom archwires to straighten teeth for kids, teens, and adults, supported by a fully digital treatment workflow.
- Invisalign Clear Aligners Customized 3D-printed clear aligner sets that gently straighten teeth while being nearly invisible, allowing normal brushing, flossing, and no diet restrictions; offered for kids, teens, and adults.
- Retainers Post-treatment maintenance devices available in clear, wire, or bonded options, including replacement retainers available to both current and former patients.
- Online Smile Quote (Virtual Consultation) Standalone virtual consultation service where prospective patients text photos of their teeth to (651) 351-7777 and receive a personalized smile assessment from Smile Orthodontics doctors.
Quantifiable outcome
- Reduced overall treatment time and fewer required office visits through SureSmile technology
- +2 more outcomes
Companies that use sm:)e ortho
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles2 records
sm:)e ortho technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
sm:)e ortho partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core.
- Delta Dental PremierAccepted insurance network for orthodontic services. Patients with Delta Dental Premier coverage can use their insurance at Smile Orthodontics locations.
- UCareAccepted Medicaid insurance plan. Smile Orthodontics accepts state Medicaid plans including UCare.
- Blue PlusAccepted Medicaid insurance plan as part of Smile Orthodontics' acceptance of most major insurances including state plans.
- Hennepin HealthAccepted Medicaid insurance plan as part of Smile Orthodontics' acceptance of state Medicaid plans.
- MedicaAccepted insurance plan including Medicaid coverage options.
- South Country Health AllianceAccepted Medicaid insurance plan as part of Smile Orthodontics' broad insurance acceptance.
- DentaQuestAccepted dental insurance provider for orthodontic services.
- Health PartnersAccepted insurance provider with both Tier 1 and Medicaid plan acceptance.
- Metlife PDPAccepted insurance network for orthodontic treatment services.
- United Healthcare PPOAccepted insurance network for orthodontic services under United Healthcare PPO plans.
- PrimeWest Health MedicaidAccepted Medicaid insurance plan as part of Smile Orthodontics' state plan acceptance.
- Pacific LifeAccepted insurance provider for orthodontic services.
- Invisalign (Align Technology)coreOfficial Invisalign clear aligner provider. Smile Orthodontics offers Invisalign treatment using almost invisible, fully customized, 3D-printed clear aligner sets that gently straighten teeth.
- SureSmile (Ormco)coreUses SureSmile robotically-bent custom archwires and digital treatment planning technology for accelerated orthodontic treatment with fewer office visits.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
sm:)e ortho competitors and assessment
Company assessmentDirect peers
- Smile Doctors: Largest orthodontic-focused DSO in the U.S. with hundreds of clinics. Closest direct peer to Smile Ortho's multi-location orthodontic group practice model, though at much greater scale and with PE backing.
Broad incumbents
- Aspen Dental: Large multi-location DSO offering general dentistry plus orthodontic services in many states. Overlaps with Smile Ortho on multi-site clinic model and orthodontic service delivery, but is a broader portfolio player.
- Heartland Dental: Largest U.S. dental support organization supporting general dentistry and specialty practices. Comparable as a multi-site, multi-state dental/orthodontic services operator with deep infrastructure.
- Pacific Dental Services: DSO supporting hundreds of practices including general and specialty dentistry. Comparable as a large, multi-state clinical services platform with orthodontic service lines.
- Western Dental: Multi-state DSO with strong Medicaid acceptance and orthodontic offerings, particularly on the West Coast. Comparable multi-site DSO model with overlapping Medicaid-inclusive insurance strategy.
- Great Expressions Dental Centers: Multi-location dental group practice with general, specialty, and orthodontic services across several U.S. states. Comparable as a multi-site DSO with orthodontic service lines.
Emerging players
- Tend: Tech-forward, design-led dental practice chain expanding across major U.S. cities with orthodontic services. Comparable as a newer, consumer-experience-focused multi-site dental operator competing for the same urban insured patients.
Regional players
- Park Dental: Minnesota-based multi-location dental group practice with general dentistry and orthodontic services. Most direct regional competitor to Smile Ortho in the Twin Cities metro.
- Metro Dentalcare: Twin Cities-based multi-location dental practice group offering general and orthodontic services. Direct regional peer competing for the same Minnesota patient base.
- The Dental Specialists: Minnesota specialty dental group practice with orthodontic and other specialty offerings. Regional peer overlapping Smile Ortho on specialty orthodontic care in the same geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
sm:)e ortho social profiles
Digital presencesm:)e ortho compliance and trust
Trust signalCompliance1 record
sm:)e ortho financial estimates
Financial estimateRevenue estimate
Valuation estimate
sm:)e ortho leadership team
Management profileNumber of profiles
Profiles7 records
sm:)e ortho funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
sm:)e ortho 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 sm:)e ortho
What does sm:)e ortho do?
Smile Orthodontics provides orthodontic treatment services — traditional braces, Invisalign clear aligners, and retainers — for kids, teens, and adults across 12 clinic locations in Minnesota. Treatment is delivered through a fully digital workflow using SureSmile robotically-bent archwires, digital scanners, and 3D printing to straighten teeth faster with fewer office visits. The practice also offers free in-person and virtual consultations, flexible payment plans, and a Lifetime of Confidence retreatment guarantee.
Is sm:)e ortho a public or private company?
sm:)e ortho is a private company. It is classified as management employee owned and is currently operating.
When was sm:)e ortho founded?
sm:)e ortho was founded in 2017. It employs 1 to 10 people.
Where is sm:)e ortho based?
sm:)e ortho is headquartered in Stillwater, United States, in the North America region.
How does sm:)e ortho make money?
Four revenue lines are on record. Orthodontic Treatment Payments are the primary driver. The others are monthly Payment Plans, insurance Reimbursement and retainers and Replacement Services.
Who are sm:)e ortho's main competitors?
Smile Doctors is listed as a direct peer. Broad incumbents are Aspen Dental, Heartland Dental, Pacific Dental Services, Western Dental and Great Expressions Dental Centers. Tend is listed as an emerging player. Regional players are Park Dental, Metro Dentalcare and The Dental Specialists.
Does sm:)e ortho have an API?
No public API is recorded for sm:)e ortho.
What industry is sm:)e ortho in?
sm:)e ortho's product category is Orthodontic Services. Its primary akta.pro industry code is HLABABAA, Comprehensive Orthodontic Clinics, with a secondary code of HLABAKAC, Orthodontic Group Practices. Its NAICS code is 621210.