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Phillipson also questioned the claim that do-it-at-home teeth straightening can cost as much as 60 per cent less than seeking treatment from an orthodontist.

“What they’re saying is a typical orthodontic fee is for a much more complex case. A case that will take two or three times (as long) is going to be more expensive,” he said.

Fenkell admits that SmileDirectClub is not targeted at people looking to fix complex dental issues. He said the market his company is targeting is people with “minor to moderate” alignment issues. He said a large number of customers using the company’s services are people who had braces when they were younger and then failed to maintain the upkeep required to keep those teeth straight — for example, by not continuing to use their retainer.

He said, many of those people want to straighten their teeth again, which is where his business comes in. The aligners made for SmileDirectClub have been manufactured by Align Technology, which manufacturers Invisalign teeth straighteners for orthodontists all over the world. Align Technology also invested in SmileDirectClub, and reportedly owns as much as 19 per cent of the company.

Another one of the company’s investors is Camelot Venture Group, which was among the early investors in 1-800-Contacts, a firm that used the Internet to change the way people buy eyeglasses and contact lenses.

SmileDirectClub has been at the centre of much controversy as it has increased its market share in the United States. The company has been involved in lawsuits against dentists and dental associations in New York and Detroit. Fenkell said the push back he is seeing from the medical community isn’t completely unexpected.

“Whenever you disrupt an industry, there is going to be inherent friction,” he said. “We are going to fight for that access. We expected this when we go into it. When we speak with our affiliated doctor network, they are thrilled.”

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