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Candid Closes Direct-to-Consumer Business


The company will shift its focus to offering clear aligner support to dental practices and DSOs.

Candid clear aligners

Clear aligner company Candid has announced it is closing its direct-to-consumer (DTC) business, as well as all 45 Candid Studios. The company will now shift its focus to its network of CandidPro dentists, helping them treat clear aligner cases with its teleorthodontic service model. Candid is also working with dental practices and DSOs to expand its clear aligner therapy to more patients.

“It was incredibly difficult to close the DTC business and our Studio doors,” Candid cofounder and CEO Nick Greenfield said according to a press release from the company.. “But, for us to live out our mission of helping as many people as possible access affordable and efficient care, we need to work in partnership, not in competition, with dental professionals. This pivot represents a huge growth opportunity for us and for dental practices, and I couldn’t be more confident about the future of orthodontic care.”

Founded in 2017, Candid’s shift to a full CandidPro model is the natural next step in the company’s evolution, the press release read. Since CandidPro’s launch, the service has become available in 300+ individual dental practices across the country, and Candid has partnered with several DSOs with many lined up to follow. CandidPro has grown 10x in both case volume and revenue since Q3 of 2021. By the end of 2022, CandidPro expects explosive growth, with over 1,000 offices and a presence in all 50 states.

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