Smile Direct Club

Smile Direct Club, founded in 2014 by Jordan Katzman and Alex Fenkell, revolutionized the orthodontic industry with its direct-to-consumer teledentistry model. Headquartered in Nashville, Tennessee, the company aimed to make teeth straightening more accessible and affordable. Their core service involved providing customized, 3D-printed clear aligners to customers to gradually shift their teeth into a desired alignment. The business model focused on convenience and cost-effectiveness. Customers could either order an at-home impression kit to create molds of their teeth or visit one of Smile Direct Club's physical "SmileShops" or "SmileBuses" for a free 3D digital scan of their mouth. These impressions or scans were then reviewed by a state-licensed dentist or orthodontist who created a personalized treatment plan. Unlike traditional in-person orthodontic care, Smile Direct Club primarily relied on remote supervision via its teledentistry platform, with aligners shipped directly to the customer's home. Treatment durations typically ranged from 4 to 10 months, with progress monitored remotely every 90 days. Smile Direct Club offered flexible payment options, including a one-time upfront payment or a subscription-based "SmilePay" plan, which often involved a down payment and monthly installments over 24 months. Beyond clear aligners, the company also offered complementary oral care products such as teeth whitening gels, retainers, and electric toothbrushes. Despite its initial rapid growth and a valuation reaching nearly $9 billion after its IPO in 2019, Smile Direct Club faced increasing scrutiny and legal challenges, primarily concerning the level of professional oversight in its remote treatment model. The company struggled to achieve profitability and accumulated substantial debt. In September 2023, Smile Direct Club filed for Chapter 11 bankruptcy protection, reporting almost $900 million in debt. Unable to secure sufficient capital or a partner, the company announced the cessation of all global operations in December 2023, leaving thousands of customers with unfinished treatments and invalidating its "Lifetime Smile Guarantee." While Smile Direct Club is no longer operational, its innovative, albeit controversial, approach significantly impacted the teledentistry landscape.