About
Tend Dental Flatiron, located at 29 E 21st St, New York, NY 10010, represents the pioneering flagship studio of Tend, a revolutionary dental practice that launched in early October 2019 in Manhattan's vibrant Flatiron District. Co-founded by Doug Hudson, former CEO of SmileDirectClub, and backed by a robust $36 million investment from notable players like One Medical, Warby Parker, and the co-founders of Flatiron Health, Tend set out to fundamentally reimagine the dental experience from the ground up. Unlike traditional dentistry, which often adheres to a reactive, disease-focused model centered on episodic treatments for pain or acute issues, Tend embraces a proactive wellness-oriented approach. This shift emphasizes building long-term patient relationships, fostering ongoing oral health maintenance, and integrating broader lifestyle factors such as diet, sleep, smoking, diabetes management, and even blood pressure checks to uncover undiagnosed conditions like hypertension that impact dental health[1][2][3].
From its inception, Tend's mission has been clear: to create a dental environment where patients feel empowered, informed, and genuinely excited about their visits, transforming what is often a source of dread into a welcoming, spa-like ritual of self-care. The Flatiron studio, Tend's first location, exceeded expectations right out of the gate, generating over 400 appointments in its inaugural week against a target of 300, signaling strong market resonance for this fresh paradigm[1]. This success paved the way for rapid expansion, with subsequent studios opening in the Financial District, Williamsburg in Brooklyn, Midtown, East Village, and beyond, aiming for 8-10 locations in and around New York City, with ambitions for national growth[1][2][6]. By 2021, Tend had already marked significant milestones, including the launch of a groundbreaking app that streamlines booking, collects medical history and preferences (like polishing paste flavors or preferred TV shows), updates insurance details effortlessly, and delivers sophisticated digital treatment plans directly to patients' phones—eliminating outdated clipboards, phone tag for scheduling, and lost paper instructions[5]. This tech-forward ethos extends to the studios themselves, equipped with state-of-the-art tools like low-noise drills, 20-second X-ray scans with 80% less radiation, quieter handpieces, and scalers that bypass traditional spit bowls, ensuring faster, more comfortable care[2][6].
Tend's services encompass a comprehensive suite of preventative, restorative, orthodontic, and cosmetic dentistry, including routine checkups, hygiene cleanings, emergency care, dental implants, crowns, bridges, veneers, oral surgery, sinus lift surgery, teeth whitening with Philips Zoom, Invisalign clear aligners, and family dental care[4][8][9]. What truly sets Tend Dental Flatiron apart is its unwavering commitment to a judgment-free, patient-centric model. Here, there's no guilting over flossing lapses or skipped visits—whether it's been six months or six years since your last appointment, the supportive team meets you with kindness and understanding, putting you firmly in control[3]. Dentists provide clear, evidence-based explanations for every recommendation, avoiding rushed consultations, unnecessary upsells, or pressure tactics. Instead, they educate holistically on factors influencing oral health, empowering patients to make informed decisions[1][2][3].
The expertise at Tend is unmatched, with dentists graduating from respected dental schools, honing skills in highly-rated residency programs, and committing to regular continuing education to remain at the forefront of dental advancements[4]. Clinical protocols, crafted by experts like VP of Clinical Development Marc Schlenoff, span diagnosis to complex procedures like crowns, veneers, and extractions, all grounded in unbiased research studies[1]. Tend's unique value proposition lies in its holistic reinvention: a modern 'studio' aesthetic—bright, clean, and amenity-rich—paired with transparent financials, online portals for records and treatment plans, and a provider compensation model rewarding experience and patient happiness over procedure volume[2]. Patients rave about the seamless booking, minimal paperwork, top-notch service, and spa-like comfort, often describing it as the best dental experience ever, with glowing 5-star reviews highlighting knowledgeable staff who take time for thorough discussions[3].
In a fragmented industry plagued by dissatisfaction and reactive care, Tend Dental Flatiron stands as a beacon of innovation, blending cutting-edge technology, compassionate care, and wellness-focused philosophy to elevate oral health into everyday confidence. Whether you're seeking a routine cleaning, cosmetic enhancement, or urgent intervention, Tend delivers not just dental treatment, but a transformative experience that redefines what dentistry can be—comfortable, trustworthy, and forward-looking[1][2][3][4][5][6][7][8]. This commitment to excellence ensures that every smile leaves brighter, healthier, and happier, setting Tend leagues apart from conventional practices.
