SmileDirectClub
A former American teledentistry company that sold remotely supervised clear aligners directly to consumers.
Last updated October 22, 2026
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Overview
SmileDirectClub was an American teledentistry company founded in 2014 by Jordan Katzman and Alex Fenkell. It built its business around direct-to-consumer clear aligners, offering an alternative to conventional orthodontic braces and office-based Invisalign treatment. Customers could begin through an impression kit or a visit to one of the company’s retail locations. Dental professionals reviewed the customer’s records and proposed treatment plans, while much of the communication, monitoring, and customer support took place online or through a mobile platform. The company’s proposition combined lower advertised prices, convenience, and a reduced number of in-person appointments. It used a network of licensed dentists and orthodontists to oversee cases remotely and operated approximately 300 retail locations across several countries at its peak. Its primary product was a series of custom-made, 3D-printed plastic aligners designed to gradually move teeth. The company also sold related products such as whitening treatments and retainers. SmileDirectClub initially worked with Align Technology, the maker of Invisalign, as a third-party distributor. That relationship later deteriorated into disputes concerning competition, confidential information, retail operations, and ownership. An arbitration process ultimately required SmileDirectClub to pay Align tens of millions of dollars connected with Align’s ownership stake and related claims. The business expanded beyond the United States beginning with Canada in 2018, followed by the United Kingdom and Australia in 2019. It also developed retail partnerships, including a planned presence in CVS stores, and entered a manufacturing partnership with HP to expand production of 3D-printed molds. In 2019, SmileDirectClub became a publicly traded company on the Nasdaq under the ticker SDC. Its shares opened below the initial offering price on the first trading day, reflecting investor concerns about competition, regulation, customer acquisition, and the economics of its treatment model. SmileDirectClub attracted substantial criticism from orthodontic groups, regulators, journalists, and some customers. The American Association of Orthodontists filed complaints with numerous state dental boards, arguing that the company’s model raised professional and regulatory concerns. Investigative reports questioned the adequacy of remote assessments and the safety or suitability of certain treatment plans. The company also faced customer litigation, disputes with media organizations, and a major cyberattack that disrupted treatment planning and manufacturing operations in 2021. A workplace shooting at its Nashville manufacturing facility later that year resulted in injuries to three employees or security personnel. The company filed for Chapter 11 bankruptcy protection on September 29, 2023. An attempted restructuring or sale did not succeed, and SmileDirectClub announced on December 8, 2023 that it was ceasing operations immediately and converting the case to Chapter 7 liquidation. The bankruptcy conversion was completed in January 2024. SmileSet, another Nashville-based company, subsequently acquired SmileDirectClub assets and technology, including patents and manufacturing systems. SmileDirectClub therefore remains a defunct operating brand, although elements of its technology and intellectual property continued under the successor business.
History
SmileDirectClub was established in 2014 by Jordan Katzman and Alex Fenkell as a teledentistry business focused on clear aligners. Its model sought to separate much of orthodontic treatment from the traditional dental office. Customers could submit impressions through a mail-in kit or visit a retail location, after which dentists or orthodontists reviewed records and prescribed a sequence of aligners. Treatment communication and progress monitoring were conducted primarily through digital channels. The company was initially associated with Align Technology, which supplied aligners through an exclusive third-party distribution relationship. The partnership later broke down amid allegations involving non-compete obligations, confidential information, retail locations, and Align’s ownership interest. Arbitration required Align to close certain retail locations and return its stake; a later arbitration ruling ordered SmileDirectClub to pay Align $43.4 million plus approximately $2.1 million in interest. SmileDirectClub obtained early backing from Camelot Venture Group and attracted additional investors, including basketball player Draymond Green. In October 2018 it raised $380 million in a financing round reportedly valuing the company at roughly $3.2 billion. The same period saw its expansion into Canada. In 2019 the company entered the United Kingdom and Australia, announced retail distribution plans involving CVS, and partnered with HP on large-scale production of 3D-printed molds. It also promoted the service through a campaign involving singer Shawn Mendes. In September 2019 SmileDirectClub listed on Nasdaq under the symbol SDC. The initial offering was priced at $23 per share, but the stock opened at $20.55 and closed its first session at $16.67. The public-company period brought heightened attention to the company’s growth prospects, regulatory exposure, customer experience, professional oversight, and competition from Invisalign and other aligner providers. The business model faced sustained opposition from organized orthodontic groups. The American Association of Orthodontists submitted complaints to dental boards in 36 states, asserting that SmileDirectClub’s remote model could conflict with professional and regulatory requirements. The company disputed the allegations and said that several matters had been closed without adverse action. Customers also brought a proposed class action in 2019 alleging false advertising and regulatory violations; arbitration provisions in customer agreements led most plaintiffs to withdraw from the case. Media investigations raised further questions about the accuracy of marketing claims, the adequacy of treatment assessments, and the use of confidentiality provisions in customer agreements. A 2020 Canadian investigation reported that four test customers were accepted for treatment even though orthodontists reviewing the proposed plans expressed reservations. SmileDirectClub rejected the assessment that the plans were unsuitable and said the treatments were intended to improve appearance. It subsequently announced changes involving training, customer forms, and access to treating-doctor contact information. The company also pursued litigation against critics. It sued the parent company of Lifehacker over an article concerning treatment risks and filed a $2.8 billion lawsuit against NBC News over a report describing patient complaints and alleged treatment complications. The NBC case was dismissed in December 2021 under Tennessee’s anti-SLAPP law after the court found that SmileDirectClub had not met the required burden. SmileDirectClub announced in April 2020 that it had received a patent relating to its aligner business model. Its later patent lawsuit against competitor Candid Care was unsuccessful after a federal judge invalidated the patent. In April 2021 the company disclosed a cyberattack that caused downtime in treatment planning and manufacturing; it said the attack was blocked, no ransom was paid, and systems were restored. In August 2021 a workplace shooting at its Nashville facility injured three people. Financial and operational pressures continued, and SmileDirectClub filed for Chapter 11 bankruptcy on September 29, 2023. A last attempt to sell or restructure the business failed. On December 8, 2023, the company stopped operations and announced conversion to Chapter 7 liquidation. The case was converted in January 2024. SmileSet later acquired assets and technology associated with SmileDirectClub, including patents and manufacturing systems, but SmileDirectClub itself did not resume operations.
- 2024
Conversion to Chapter 7 liquidation
[1]The bankruptcy case was converted to Chapter 7, while SmileSet later acquired selected assets and technology.
- 2023
Bankruptcy and shutdown
[1]SmileDirectClub filed for Chapter 11 in September and ceased operations in December after a proposed sale failed.
- 2021
Cyberattack and Nashville workplace shooting
[1]The company disclosed a cyberattack that disrupted operations and experienced a workplace shooting at its Nashville manufacturing facility.
- 2020
Business-model patent granted
[1]SmileDirectClub received a patent relating to its plastic-aligner process, though a later patent lawsuit against Candid Care resulted in invalidation of the patent.
- 2019
International expansion and IPO
[1]The company expanded to the United Kingdom and Australia, formed major commercial partnerships, and listed on Nasdaq as SDC.
- 2018
Canadian expansion and major financing
[1]SmileDirectClub entered Canada and raised $380 million in a financing round reportedly valuing it at approximately $3.2 billion.
- 2014
Company founded
[1]Jordan Katzman and Alex Fenkell co-founded SmileDirectClub as a direct-to-consumer teledentistry and clear-aligner company.
Products and positioning
A lower-cost, convenient, direct-to-consumer alternative to traditional orthodontic treatment, using remote dental-professional oversight and limited in-person interaction.
Orthodontic clear aligners · 2014
SmileDirectClub Clear Aligners
A series of custom 3D-printed transparent plastic trays designed to move teeth gradually. Customers generally began with impressions or an in-person scan, after which licensed dental professionals reviewed the case and prescribed a treatment sequence. The product was marketed as a more convenient and less expensive alternative to traditional braces and office-centered orthodontic treatment.
Dental diagnostic accessory
Impression Kits
Mail-in kits allowed prospective customers to create dental impressions at home for remote review. The impressions were used as part of the company’s eligibility and treatment-planning process, although the model attracted criticism from orthodontic organizations and journalists concerned about the limits of remote assessment.
Orthodontic retention
SmileDirectClub Retainers
Clear retainers were offered to help customers maintain tooth positioning after aligner treatment. They formed part of the company’s broader direct-to-consumer orthodontic product range.
Teeth whitening
SmileDirectClub Whitening
The company sold teeth-whitening products as an adjacent cosmetic oral-care offering alongside its clear-aligner treatment.
Controversies
2020
Investigations into treatment plans and disclosures
Investigative reporting, including a Canadian broadcast investigation, questioned whether some customers were approved for treatment despite orthodontists’ concerns about the proposed plans. Other reporting examined customer dissatisfaction, medical concerns, and the company’s use of nondisclosure provisions. SmileDirectClub disputed the criticism and announced process and training changes.
2020
Litigation against NBC News
SmileDirectClub filed a $2.8 billion defamation-related lawsuit against NBC News over reporting about patient complaints and alleged treatment complications. NBC stood by its reporting, and the case was dismissed in December 2021 under Tennessee’s anti-SLAPP statute.
2020
SmileDirectClub sues NBC Universal over coverage
SmileDirectClub filed a lawsuit seeking approximately $2.8 billion from NBC Universal, alleging that reports about its teeth-straightening products contained defamatory statements. NBC News said it stood by its reporting and considered the claim meritless.
2019
Orthodontic-board complaints and customer class action
The American Association of Orthodontists filed complaints with 36 state dental boards, alleging that SmileDirectClub’s model violated professional or regulatory standards. Customers also filed a proposed class action alleging false advertising and FDA-related violations. SmileDirectClub disputed the allegations, and arbitration provisions caused most plaintiffs to withdraw from the litigation.
Marketing campaigns
- 2019Shawn Mendes confidence campaign
United States
SmileDirectClub announced a collaboration with singer Shawn Mendes during the 61st Annual Grammy Awards. The campaign linked the company’s aligner proposition with confidence and the emotional appeal of having an attractive smile.
Outcome. Brand-awareness campaign; specific commercial results are not available.
Brand decisions
2023
Bankruptcy restructuring and liquidationStrategyBackground
Continuing financial pressure led SmileDirectClub to seek court protection while exploring a restructuring or sale.
Action taken
The company filed for Chapter 11, then ceased operations and converted the case to Chapter 7 after a proposed sale failed.
Aftermath
SmileDirectClub was liquidated. SmileSet later acquired selected assets and technology.
2021
Response to cyberattackOtherBackground
A cyberattack disrupted treatment planning and manufacturing activities.
Action taken
SmileDirectClub blocked the attack, reported that no ransom was paid, and restored its systems and operations.
Aftermath
The company reported downtime-related revenue impact and operational disruption.
2019
Public-market listingOtherBackground
After rapid expansion and private-market fundraising, SmileDirectClub pursued a Nasdaq listing to obtain public capital and increase visibility.
Action taken
The company completed its initial public offering under the ticker SDC.
Aftermath
The shares opened below the offering price and ended the first trading session sharply lower.
Recent events
SmileDirectClub partners with Dr. Amira Ogunleye[3]
Reported:
SmileDirectClub announced that cosmetic dentist and oral-care thought leader Dr. Amira Ogunleye will partner with the company to advocate for access to affordable, safe, and effective dental care and educate patients and colleagues about its telehealth platform.
SmileDirectClub launches SmileBus in the UK[4]
Reported:
SmileDirectClub announced the launch of SmileBus, a mobile clinic that offers free appointments and 3D imaging. The service began its UK tour in Scotland, followed by England, in May 2021.
SmileDirectClub partners with Green Shield Canada for in-network coverage[5]
Reported:
SmileDirectClub partnered with Green Shield Canada to provide in-network coverage of SmileDirectClub's remote orthodontic care to individuals insured under Green Shield Canada dental plans.
Hulu unveils GatewayGo interactive ad format[6]
Reported:
Hulu unveiled GatewayGo, an interactive ad format that lets viewers seek more information from an ad by scanning QR codes or signing up for push notifications. The first advertisers named were SmileDirectClub, The RealReal and Sweetgreen.
SmileDirectClub sues NBC Universal over coverage[2]
Reported:
SmileDirectClub filed a lawsuit seeking approximately $2.8 billion from NBC Universal, alleging that reports about its teeth-straightening products contained defamatory statements. NBC News said it stood by its reporting and considered the claim meritless.
SmileDirectClub opens facility for medical-supply production[7]
Reported:
SmileDirectClub opened its manufacturing facility to work with medical supply companies and health organizations on increasing production of medical supplies for the COVID-19 pandemic.
SmileDirectClub reports fourth-quarter results[8]
Reported:
SmileDirectClub reported a net loss of $97 million and net revenue of $197 million for the fourth quarter, which ended in December. The report said the company missed analyst expectations.
Sources9 sources
- 1SmileDirectCluben.wikipedia.org
- 2SmileDirectClub sues NBC Universal over coverageyahoo.com
- 3SmileDirectClub 与 Amira Ogunleye 医生建立合作finance.yahoo.com
- 4SmileDirectClub在英国推出SmileBusbracknellnews.co.uk
- 5SmileDirectClub与Green Shield Canada合作提供网络内保险覆盖finance.yahoo.com
- 6Hulu推出GatewayGo互动广告形式tubefilter.com
- 7SmileDirectClub开放设施生产医疗用品finanznachrichten.de
- 8SmileDirectClub公布第四季度业绩finance.yahoo.com
- 9SmileDirectClub just sued NBC for $2.8 billion, claiming reports about its teeth-straightening products were defamatorybusinessinsider.com
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