About Us

Our Story

Co-founders Alex Fenkell and Jordan Katzman first met at summer camp at age 13, a time when most smiles came 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 achieve straighter, whiter teeth. Teaming up with Camelot Venture Group, experts in creating opportunities in highly regulated industries, they sought to democratise orthodontics with SmileDirectClub.


Founded in 2014, SmileDirectClub now represents 95% of the doctor-directed and doctor-prescribed remote clear aligner industry. SmileDirectClub has helped more than a million people transform their smiles – their before and happily-ever-after photos speak for themselves. We have grown to more than 6,300 employees with 391 SmileShop locations and counting. With 40% of Britons unhappy with their teeth, it is no surprise that UK household spending on dental services has nearly doubled from 2018 to 2019.

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, 4-6 months. The best part? SmileDirectClub clear aligners are up to 60% less than the price of other teeth straightening options and usually don’t require any dentist's office checkups.*

Our Dental Network

While SmileDirectClub removes the hassle of dentist's office checkups, we created an innovative web-based teledentistry network to remotely connect customers to an affiliated network of registered dentists and orthodontists to give you the peace of mind of professional treatment. Your SmileDirectClub affiliated registered dentist or orthodontist reviews your photos, medical history, and a 3D image of your smile before prescribing your custom treatment 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 ensure that their portfolio companies (like us) reach their potential.


The SmileDirectClub mission is crystal clear: Democratising access to affordable and convenient care to transform your smile. Now that’s something to smile about.


Save and smile

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*Price comparison between treatment with SmileDirectClub clear aligners (single payment of £1699) and treatment costing £4800. Source. 29/5/19.