Johnson Family Orthodontics

What Johnson Family Orthodontics does

Johnson Family Orthodontics is a privately held, single-location orthodontic practice operating from 5669 Commercial St SE #200 in Salem, Oregon. The firm was founded in 2011 and is led by Dr. Cole Johnson, DDS, MS. It is structured as a direct-to-consumer specialty practice selling orthodontic services to individual patients in the Willamette Valley trade area, with no disclosed institutional investors, partnerships, or affiliations beyond vendor relationships with Invisalign and iTero (Align Technology).

The practice delivers a full orthodontic service line, including metal braces, clear braces, lingual (behind-the-teeth) braces, Invisalign clear-aligner therapy, retainers, mouthguards, bite therapy, palatal expanders, and Phase I early interceptive treatment. Underlying clinical technology consists of the iTero digital intraoral scanner and the Invisalign SmartTrack aligner system; no proprietary software or in-house clinical AI is described. Patient intake is organized around three named segments: JFO Juniors (ages 7-11), JFO Teens (ages 12-18), and JFO Adults (18+).

The business model is direct-to-consumer local-services revenue. Cases are priced individually via quote, with metal braces published in a $3,000-$7,500 range and Invisalign/lingual/comprehensive cases priced on consultation. The funnel is driven by free consultations as the primary conversion mechanism, supported by local SEO, a Google reviews program, Instagram and TikTok presence, community engagement (including the JFO Senior Scholarship), and a patient portal for scheduling and intake. Same-day treatment initiation is offered to compress the consultation-to-treatment gap.

Name

Johnson Family Orthodontics

Legal name

Johnson Family Orthodontics

Website

https://livegrowsmile.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Johnson Family Orthodontics is a privately held, single-location orthodontic practice in Salem, Oregon, led by Dr. Cole Johnson and serving children, teens, and adults with braces, Invisalign, and related orthodontic treatments via a free-consultation, direct-to-consumer model.

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), Clear Aligner Orthodontics (HLABABAD), Early Interceptive Orthodontics (Phase I) (HLABABAF), Orthodontic Group Practices (HLABAKAC)

Keywords

• Orthodontic treatment services
• Braces and Invisalign
• Family orthodontic care
• Dental alignment solutions
• Salem orthodontics

Headquarters

HQ city

Salem

HQ country

United States

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, Supply Chain

Revenue model

1. Orthodontic Treatment Services: The practice generates revenue primarily through fees charged for orthodontic treatment services including metal braces, clear braces, lingual braces, and Invisalign clear aligners. Treatment fees are charged as a comprehensive package covering initial consultation, appliance delivery, adjustment visits, and retention. The practice offers in-house financing and payment plans to make treatment affordable. Insurance assignment and coordination with dental insurance providers is also part of the revenue cycle.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Johnson Family Orthodontics is a single-location orthodontic practice in Salem, Oregon that delivers dental alignment and bite correction treatments for children, teens, and adults. Its core offerings include metal braces, clear ceramic braces, lingual (behind-the-teeth) braces, Invisalign clear aligners, palatal expanders, retainers, mouthguards, and bite therapy, supported by iTero digital scanning and a complimentary consultation pathway that enables same-day treatment initiation.

Product overview

Johnson Family Orthodontics is a orthodontic practice offering a comprehensive range of teeth straightening treatments for children, teens, and adults. The core treatment portfolio includes Metal Braces (traditional stainless steel), Clear Braces (ceramic/tooth-colored), and Invisalign clear aligners. Additional offerings include Lingual Braces (hidden behind teeth), Retainers, Mouthguards, Bite Therapy, and Palatal Expanders for younger patients. The practice provides specialized care tracks for different age groups: Juniors (ages 7-11) with Phase I early treatment options, Teens (ages 12-18), and Adults. Advanced technology includes iTero digital scanning for treatment planning and a Patient Portal for ongoing care management. All treatments are complemented by free consultations and comprehensive orthodontic services.

Differentiator

Problem solved

Functional benefit

Products and services

• Metal Braces Traditional stainless steel fixed appliances using custom brackets and wires applied to the front of teeth to straighten alignment, correct bite, and address crowding. Available for children, teens, and adults at the Salem, OR office; adjustments are scheduled every 4-6 weeks, with typical treatment lasting 18-22 months and some cases completing in as little as 6 months.
• Clear Braces Fixed orthodontic braces using tooth-colored or transparent ceramic brackets on the front of teeth to provide a more aesthetic alternative to metal braces while using the same bracket-and-wire movement system. Priced slightly above metal braces due to premium ceramic materials, with final cost determined during consultation.
• Invisalign Clear Aligners Series of custom-made, nearly invisible clear plastic aligners fabricated using iTero digital scans and Invisalign SmartTrack material to gradually straighten teeth through small incremental movements. Aligners are typically changed approximately every two weeks, with patients receiving roughly 18-30 personalized trays over a course that generally lasts 6 months to 2 years (most commonly 12-18 months), and are removable for eating and oral hygiene.
• Lingual Braces Custom brackets and wires bonded to the tongue-side (back) of the teeth, making the appliance completely invisible from the front. Offered primarily for adult patients who want a fully hidden braces option and who are candidates for fixed orthodontic treatment.
• Phase I Braces (Early Interceptive Treatment) Early interceptive orthodontic treatment for children typically placed on a few key teeth to create space for incoming adult teeth or to make minor movements, generally intended to set up the mouth for later comprehensive braces. Recommended by the practice starting around age 7, consistent with American Association of Orthodontists guidance.
• Palatal Expanders Custom appliances that gradually widen the upper jaw (palate) to create room for teeth and bring the back teeth into proper alignment. Primarily used for younger patients whose jaws are still developing to support crowding and crossbite correction.
• Retainers Custom retainers worn after active orthodontic treatment to maintain tooth positions in the retention phase. Offered in removable and fixed options to keep newly aligned teeth stable over the long term.
• Custom Mouthguards Custom-fit mouthguards made for patients undergoing orthodontic treatment to protect teeth and braces during sports and other physical activity.
• Bite Therapy (Malocclusion Correction) Orthodontic treatment to correct bite problems (malocclusions) including overbite, underbite, crossbite, open bite, and excess overjet through braces, aligners, rubber bands, and other appliances. Designed to address alignment-related TMJ discomfort, sleep apnea symptoms, and functional chewing issues.
• Free Orthodontic Consultation Complimentary no-obligation initial consultation that includes an examination, X-rays, photos, digital scans, smile analysis, and a discussion of treatment options. Serves as the primary conversion pathway into paid treatment, with same-day treatment initiation available for ready patients.

Quantifiable outcome

• Metal braces average treatment duration: 18 to 22 months; some cases complete in as little as 6 months
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• SmileDirectClub: Pioneering DTC clear-aligner brand that established the at-home aligner category and conditioned consumer expectations on price and convenience. Comparable as the defining disruptor of the adult orthodontic channel in which Johnson Family Orthodontics operates.
• Candid: Direct-to-consumer clear aligner company targeting adult orthodontic patients with lower price points. Comparable as a category disruptor that competes for the same adult, price-sensitive clear-aligner cases the practice pursues.

Broad incumbents

• Solventum (formerly 3M Oral Care): Manufacturer of orthodontic brackets and Clarity clear braces, directly supplied into practices like Johnson Family Orthodontics. Comparable as a key orthodontic product platform serving the same clinical workflow.
• Western Dental & Orthodontics: Multi-location dental and orthodontic chain with broad geographic coverage and direct-to-consumer marketing. Comparable as a scaled chain operator offering both braces and clear aligners to a similar patient base.
• Pacific Dental Services: Large US DSO supporting hundreds of dental offices including orthodontic care. Comparable as a multi-state practice platform alternative that competes for the same patient demographic and orthodontic case flow.
• Heartland Dental: Largest US dental support organization, supporting thousands of practices including orthodontic offerings. Comparable as a scaled, DSO-backed delivery model that represents the strategic alternative to Johnson Family Orthodontics' independent single-location model.
• Great Expressions Dental Centers: Multi-location DSO providing general dentistry and orthodontic services. Comparable as a scaled DSO competitor with similar insurance/financing-driven patient acquisition model.
• Dentsply Sirona: Major dental equipment and aligner manufacturer (SureSmile clear aligners, orthodontic imaging). Comparable as both an equipment supplier and a competing clear-aligner brand to Invisalign.
• Align Technology: Manufacturer of Invisalign clear aligners and iTero scanners, the two core clinical technologies Johnson Family Orthodontics relies on. Comparable as the upstream platform whose brand and tools the practice delivers to patients.
• Aspen Dental: Multi-location DSO with growing orthodontic service lines. Comparable as a scaled consumer-facing dental/orthodontic delivery brand with similar demographic targeting and free-consult-driven acquisition playbooks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Live.Grow.Smile
• Instagraminstagram.com/jfobraces
• TikToktiktok.com/@drcole43
• LinkedInlinkedin.com/company/johnson-family-orthodontics-llc

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 Johnson Family Orthodontics