Our Story

Co-founders Alex Fenkell and Jordan Katzman first met at summer camp at age 13, a time when most smiles come fully loaded with wires. The two remained friends, and years later, reflecting on Alex’s metal-mouthed youth, they decided there had to be a better and more affordable way to straighter, whiter teeth. Teaming up with Camelot Venture Group, experts in creating opportunities in highly regulated industries, they sought to democratize orthodontics with SmileDirectClub.

Founded in 2014, SmileDirectClub now represents 95% of the doctor-directed at-home clear aligner industry. We’ve helped over 750,000 people transform their smiles – their before and happily ever after photos speak for themselves. We have grown to more than 5,400 employees with 366 SmileShop locations and counting.

A full 80% of Americans could benefit from orthodontic care, yet only 1% receive it each year, with cost being the biggest issue. SmileDirectClub exists to help bridge that gap.

Our Product

Our clear aligners are BPA-free. Every customer receives several sets of custom, tight-fitting clear aligners to gradually shift their teeth into the desired position, a process that takes, on average, 6 months. The best part? SmileDirectClub clear aligners are 60% less than the price of other teeth straightening options and usually don’t require any office visits.

Our Dental Network

While SmileDirectClub removes the hassle of in-office visits, we work with a network of 225 duly licensed dentists and orthodontists to give you the peace-of-mind of professional treatment. Your SmileDirectClub affiliated, licensed dentist or orthodontist reviews your photos, medical history, and a 3D image of your smile before building your custom smile plan. And of course, our customer care specialists are available by phone, email, chat, and social media to answer any questions you might have. So, while the entire SmileDirectClub process can be done from the comfort of your home, you can rest assured you’re never alone.

Our Partners

SmileDirectClub is backed by Camelot Venture Group, a private investment group that has been pioneering the direct-to-consumer space since the early 90s, particularly in highly regulated industries. So they know what they’re doing. If you’ve heard of 1-800-CONTACTS, Quicken Loans, Sharper Image or Fathead, then you’ve heard of Camelot. Their hands-on approach, extensive networking and operational expertise ensures their portfolio companies (like us) reach their potential.

The SmileDirectClub mission is crystal clear: Making it affordable and convenient to transform your smile.