About
Tend Dental is a modern dental care provider that reimagines the patient experience through a patient-centric approach to oral healthcare. Founded by Doug Hudson, former CEO of SmileDirectClub, Tend opened its first dental office in Manhattan's Flatiron District in early October 2019 with the mission to reinvent how patients experience dental care while prioritizing financial transparency and trust. The company has raised $36 million in funding from prominent investors including OneMedical, Warby Parker, and co-founders of Flatiron Health, reflecting strong confidence in its innovative business model.
Tend's core philosophy addresses a fundamental challenge in dentistry: the inherent distrust patients often feel toward dental providers. Recognizing that patients frequently question whether recommended procedures are truly necessary—given that dentists traditionally earn revenue based on procedural volume—Tend has implemented a fundamentally different compensation structure. Rather than paying dentists based on the number of procedures performed, Tend compensates its dental professionals with a base salary plus bonuses tied to patient satisfaction metrics, including Net Promoter Score (NPS), treatment plan acceptance rates, Yelp reviews, and patient surveys. This alignment of incentives with patient outcomes creates a powerful mechanism to reduce conflicts of interest and build genuine trust.
The company's clinical approach is grounded in evidence-based practices. Tend's clinical protocols, developed from diagnosis through complex procedures like crowns and veneers, are designed to minimize bias and rely on peer-reviewed research studies. This commitment to evidence-based care extends beyond traditional dental services. Tend takes a holistic approach to oral health by incorporating preventive health screenings into dental visits, such as blood pressure monitoring to identify patients with undiagnosed hypertension. The practice also educates patients about systemic factors that contribute to dental disease, including smoking and diabetes, recognizing that oral health is an integral component of overall well-being.
Tend's patient experience is designed to be judgment-free and welcoming. The company meets patients where they are without lectures or guilt, whether they haven't visited a dentist in six months or six years. This supportive approach is built on the foundation that great dental experiences are constructed on trust rather than judgment. The physical environments reflect this philosophy—Tend's studios feature modern, spa-like designs with state-of-the-art technology including digital X-rays and 3D scanning capabilities. These technologies not only enhance diagnostic precision but also make procedures more comfortable and efficient for patients, with faster recovery times.
Financial transparency is another cornerstone of Tend's value proposition. The company provides upfront cost estimates, easy-to-read statements, and flexible payment options designed to accommodate various budgets. Tend accepts most major insurance plans and handles claims processing on behalf of patients, explaining coverage in plain language to eliminate confusion. This commitment to financial clarity removes another source of anxiety and distrust that often characterizes traditional dental practices.
Since its launch, Tend has experienced rapid growth and strong market validation. The company's first office exceeded expectations immediately—it generated 400 appointments in its first week alone, surpassing the initial goal of 300 appointments for the entire month of October. This early success demonstrated significant patient demand for the Tend model. The company has expanded to multiple locations across New York City, including studios in Brooklyn's Williamsburg area, near Wall Street, and in the East Village and West Village neighborhoods. Tend's expansion strategy reflects ambitions to eventually operate eight to ten offices throughout New York City, with potential expansion to other major metropolitan areas.
Tend Dental represents a significant evolution in how dental care can be delivered in the modern era. By combining evidence-based clinical protocols, patient-aligned compensation structures, holistic health integration, modern technology, financial transparency, and a judgment-free care philosophy, Tend has created a differentiated model that addresses longstanding pain points in the dental industry. The company's success reflects growing patient demand for healthcare providers that prioritize transparency, trust, and genuine patient outcomes over procedural volume.
Additional Details
Specialization:
Modern, judgment-free dental care with emphasis on patient experience, financial transparency, and evidence-based treatment protocols
Pricing & Insurance:
Accepts most major insurance plans; handles claims processing; offers upfront cost estimates, flexible payment options, and easy-to-read statements[3]
Customer Reviews
Decided to try a new dentist and found Tend. I went for my 6-months dental cleaning and had a great experience. The check in process was very quick and smooth. They gave me a toothbrush and toothpaste (also got an electronic toothbrush as part of their current promotion) and had me sit and wait. I only had to wait for a minute. The dental hygienist and dentist were both very friendly, and the room was very clean. The hygienist started the process with taking X-rays first, then did the cleaning, and then I met with the dentist to walk through the X-rays. They also let you choose which show you want to watch while you’re getting your procedure done, but given the light is right above you, it’s a bit pointless to watch but they do give you headphones so you can hear the tv. They also ask which toothpaste flavor you want to try (vanilla bean, watermelon or sparkling mint). I tried vanilla bean and it was very subtle. Already scheduled my next dental cleaning!
No one enjoys going to the dentist. As long as we have to, i will always recommend Tend. Not just any Tend, but the office located on Wall street-NYC.
I was met with such professionalism and sincere kindness. Giselle, the dental assistant that was assigned to me was a true Godsend. She is kind and gentle. Her calming demeanor was exactly what this anxious patient needed.
As for the Dr. I was fortunate enough to be placed under the care of one of the sweetest dentist I've ever encountered. Dr. Abernathy is an absolute asset to Tend. Her skills are extraordinary. Her knowledge and professionalism are second only to her comforting charm and caring touch. Highly recommended. Thanks Giselle and Dr. Abernathy.
Shacore healed me of all of my dental related trauma. He gave me the best teeth cleaning ever. Before going to Tend, I would literally have to be sedated to go thru a regular teeth cleaning at my old family dentist. Shacore was gentle and explained every step he was doing which really put me at ease. At one point I almost fell asleep during the cleaning. Also, they show you photos of what your teeth looked like before the cleaning which was eye opening and helpful for me to see. Thank you Shacore for helping me overcome my fear of the dentist!
I went to Tend a week ago because it's close to my office. Firstly, everyone was nice and it's very clean. The "Dental Spa" thing appealed to me. That's where it stopped.
1) I asked if there would be anything out of pocket and they said no. I asked again before I left and they said no. An hour later, they charged me $150 and didn't even clean my teeth. Yes, you're reading that correctly.
2) The dentist told me I had a cavity, needed 2 sessions of "deep cleaning," and trays that cost $800 upfront, and then I'd have to purchase the solution. Total out of pocket for everything was about $2000. Part of that was them taking advantage of me -- like most -- not understanding how in network vs. out of network ins. works.
3) I just left a dentist my wife and in laws have been going to for decades and I absolutely 100% do not have a cavity, nor did I need a deep cleaning. The dentist told me that any time a dentist says that it's bullshit and that unfortunately dentist offices are like used car dealerships.
Here's the point: I've been in sales my whole life. I don't want to be sold when I am seeing a doctor. I want to be served and maintained and feel as if they have my health in mind. I understand this is a business, but faking a cavity by digging a pick into my back tooth and giving me a shpeel about a deep cleaning that I just had done in 20 minutes by a trustworthy and experienced dentist is dishonest and disingenuous.
To the team at Tend if you are reading this- I'm not hiding behind my review. Look me up and call me if you'd like. I'll have the same conversation with any of you. Making money by taking advantage of people's ignorance towards insurance and dentistry is bad business.
I've been going to tend for years and always a positive experience. The last few visits have felt less positive with pushy dentists recommending unnecessary dental procedures (spacers, filing teeth, veneers, etc). It's very clear they are focused less on dental maintenance and moving towards cosmetic dentistry. My last visit was over-billed $90 when they told me a fluoride treatment was covered by insurance that actually wasn't. a few weeks later I received a $156 bill for "services" telling me that my insurance didn't cover my cleaning. Completely untrue as like most plans I have two fully covered cleanings a year. I've been fighting this since February with them providing clear documentation that my insurance covers the cleaning but that Tend over-billed the negotiated rate with my insurance company. Tend refuses to remove the charges and sent them to collections. Recently sharing this with friends, I know of three other people who's insurance "didn't fully cover" the treatment which is absurd as they had basic dental cleanings. Stay away unless you want months of billing headaches. There are plenty of other great dentists in NYC.
