Tend Dental

Tend Dental is a pioneering dental company that officially launched in October 2019 with a mission to redefine the dental experience, shifting it from a dreaded necessity to a genuinely pleasant and even anticipated event. Founded by Doug Hudson (co-founder and former CEO of SmileDirectClub), alongside Andy Grover and Michael Stenclik, Tend was built on the premise that traditional dentistry often lacked patient comfort, transparency, and a consumer-friendly approach. At its core, Tend aims to provide "dentistry the way it should be—hassle-free, personalized, and straightforward, with a focus on patient happiness." They differentiate themselves through several key aspects: Patient-Centric Experience: Tend's philosophy is centered around the patient. They prioritize comfort, trust, and a judgment-free environment. This is evident from the moment a patient interacts with the brand, from their easy online booking system to the in-studio experience. Modern and Soothing Studios: Unlike traditional clinical dental offices, Tend's "studios" are designed to feel calm, quiet, and welcoming. They often feature amenities like Netflix on in-chair TVs, designer interiors, and even a custom fragrance ("Bergamist") to ease patient anxiety. They've also introduced concepts like "The Brushery," a dedicated space for patients to freshen up before their appointment. Advanced Technology: Tend leverages cutting-edge dental technology for more precise diagnoses, efficient treatments (e.g., digital X-rays and molds instead of traditional putty impressions), and a streamlined patient journey. This technological integration extends to their mobile app, allowing patients to easily book appointments, track their oral health, and access personalized tips. Transparent Pricing: A significant pain point in traditional dentistry is often the opaque pricing structure. Tend addresses this by providing clear, upfront pricing information, often showing the maximum cost of a visit based on insurance coverage, so patients know what to expect financially. They also work with most major insurance providers and offer flexible payment options. Comprehensive Services: Tend offers a wide range of dental services, including general dentistry (cleanings, exams), cosmetic dentistry (whitening, veneers), orthodontics (including their "Breezy Braces" which are truly invisible as they sit behind the teeth), oral surgery, and emergency care. This comprehensive approach aims to reduce the need for patients to visit multiple specialists. Highly Trained and Empathetic Staff: Tend emphasizes a team-based care approach, where all clinicians are highly skilled and trained to provide empathetic, non-judgmental care. Their dentists are compensated with a competitive salary and bonuses not tied to the volume of procedures, which aims to eliminate potential conflicts of interest and prioritize patient health outcomes. Expansion and Reach: Since its launch, Tend has rapidly expanded its presence. As of mid-2025, they operate studios in major metropolitan areas across the East Coast of the US, including New York City, Washington D.C., Boston, Atlanta, and Nashville, with plans for continued growth. Tend has received significant funding and positive recognition for its innovative approach, often being highlighted for its "hospitality-driven" model in healthcare. Beyond in-studio services, Tend has also ventured into consumer product lines, offering dentist-designed oral care products like their Soothsonic electric toothbrush. Their goal is to make oral wellness an integral and enjoyable part of people's daily lives, not just a biannual appointment.