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 their 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 6300 employees with 391 SmileShop locations and counting.


Approximately 90% of Singaporeans are concerned about the cost of dental care. SmileDirectClub is here to bridge that gap.

Our Product

Our clear aligners are BPA-free. Every customer receives several sets of dentist-prescribed custom, tight-fitting clear aligners to gradually shift their teeth into the dentist-prescribed position, a process that takes, on average, 6 months. The best part?


SmileDirectClub dentist-prescribed and dentist-directed clear aligner therapy is up to 60% less than the price of other teeth straightening options, without requiring multiple in-person visits.

Our Dental Network

While SmileDirectClub removes the hassle of frequent in-office checkups, we created an innovative web-based teledentistry platform and dental network to remotely connect customers to an affiliated network of Singapore 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 (and any other information that they deem clinically necessary or desirable) before determining whether you are a viable candidate for clear aligner therapy using our teledentistry platform and before prescribing your custom treatment plan. And of course, our Customer Care specialists and Clinical Dental Technicians are available by phone, email, chat, and social media to answer any questions you might have or to connect you to your treating dentist or orthodontist. So, while SmileDirectClub clear aligner therapy can be managed from wherever you work or live, you can rest assured you’re never alone.

Our Mission

SmileDirectClub is on a mission to democratise access to safe, affordable, and convenient teeth straightening for everyone. We help you transform the power of your smile to empower you to positively impact your place in the world. Now that’s something to smile about.


Save and smile

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