SmileDirectClub shut down on 8 December 2023 after filing for Chapter 11 bankruptcy in September 2023. Its Lifetime Smile Guarantee no longer exists, and customers were still expected to keep paying their monthly plans.
SmileDirectClub celebrated World Health Day in extraordinary fashion this year by unveiling its new Lifetime Smile Guarantee™. Unique in the industry, the Lifetime Smile Guarantee allowed qualified SmileDirectClub clients to receive one free set of aligners per year if their prescribing dentist or orthodontist deemed it necessary for achieving the desired results.
A direct-to-consumer oral care company that had been doing business for nearly a decade, SmileDirectClub offered a convenient and effective alternative to traditional orthodontic braces. The origins of the company, however, date back even further.
SmileDirectClub’s founders, Alex Fenkell and Jordan Katzman, first met as teenagers during summer camp and have remained close friends into adulthood. The pair conceived of the revolutionary SmileDirectClub teeth-straightening model while reminiscing about the uncomfortable and unattractive metal braces that had filled Alex’s mouth when he was 13 years old.
Seeking to spare others the experiences of the metal braces that were prevalent during their teen years, Fenkell and Katzman developed a whole new way to move and straighten teeth. They partnered with Camelot Venture Group to overcome the overwhelming technical obstacles and stringent regulatory restrictions that are part and parcel of the orthodontics industry. They ultimately established SmileDirectClub in 2014.
Instead of permanent metal braces, SmileDirectClub used removable clear aligner trays to shift teeth into the desired position. Beyond these extremely comfortable and highly effective aligner trays, the company had created and released a broad spectrum of teeth-straightening and general oral health products. These products included a series of oral retainers that were worn after aligner treatment. By wearing these retainers, customers could effectively prevent their teeth from shifting back into their original, undesirable positions.
In addition to changing the way that orthodontists straighten teeth, SmileDirectClub had changed the way that customers received orthodontic services. Dedicated to “democratizing orthodontics,” the company developed a direct-to-consumer distribution system that made orthodontic treatment far more convenient to obtain and helped to keep price points relatively low. Its vertically integrated telehealth business model had brought straighter teeth and improved health to countless people who would otherwise be unable to obtain orthodontic services.
Driven by its unique clinical partnerships, administrative policies, and business approach, SmileDirectClub quickly grew into one of the fastest-expanding oral healthcare companies in the United States. Headquartered in Nashville, Tennessee, SmileDirectClub served well over a million customers who spanned the globe.
SmileDirectClub pioneered an industry-first innovation that guaranteed a straighter smile for life. The company viewed its new offering as a natural part of its larger guiding commitment to helping customers get a healthier smile and improve their overall oral health.
The new SmileDirectClub Lifetime Smile Guarantee™ was designed to deliver even more value to SmileDirectClub customers by ensuring that eligible customers would never have to pay another cent in order to straighten their smile. In short, it promised service for life to customers who had successfully completed its pioneering telehealth platform for teeth straightening, as it was mentioned on Smile Direct Reviews by The Teeth Blog.
“Teeth naturally move throughout a person’s life, even after completing any teeth-straightening service,” explained SmileDirectClub Chief Clinical Officer Dr. Jeffrey Sulitzer. “Our Lifetime Smile Guarantee ensured our Club Members could keep their new smile for life and reap the additional benefits from a lifelong straighter smile, including the ability to improve oral health and potentially reduce chronic inflammation of the gums which helped avoid diseases like diabetes, coronary artery disease, and rheumatoid arthritis.”
After completing SmileDirectClub clear aligner therapy, customers became eligible for the Lifetime Smile Guarantee™ by maintaining an active SmileDirectClub retainer subscription and ordering two retainers per year according to standard clinical recommendations. At the end of retainer treatment, the Lifetime Smile Guarantee™ enabled a customer to receive one free set of aligners each year if determined necessary by his or her prescribing orthodontist or dentist.
In the words of John Sheldon, Chief Marketing Officer of SmileDirectClub. the Smile Guarantee “provided a tremendous value to our customer.” Speaking on behalf of his company, he said, “We prided ourselves on providing consumers the best option in teeth straightening and a superior customer experience without the 3x markup of our leading competitor.”
Sheldon praised the Lifetime Smile Guarantee™ for its ability to bring another level of service to its clients. “It ensured SmileDirectClub’s premium, doctor-directed treatment was guaranteed for life and that our customers continued to receive our unparalleled customer support well beyond their initial treatment…. This innovative offering was unmatched in the industry, extended the lifetime customer relationship for SmileDirectClub, and highlighted just one of the many ways becoming a member of the Club delivered the best possible experience.”
SmileDirectClub’s new Lifetime Smile Guarantee was a game-changer in the world of at-home aligner therapy, offering long-term confidence and value for customers. With this bold move, the company reinforced its commitment to patient satisfaction, ensuring that your smile stayed beautifully aligned for years to come. Whether you were a first-time user or considering a touch-up, this guarantee provided peace of mind that your investment was protected.
SmileDirectClub continued to innovate, making orthodontic care more accessible and affordable. As telehealth and remote dental solutions grew in popularity, this guarantee set a new industry standard—one that prioritized lasting results over short-term fixes.
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Frequently Asked Questions
What does SmileDirectClub’s Lifetime Smile Guarantee cover?
The guarantee ensured that if your teeth shifted after completing treatment, you would receive free touch-up aligners for life, provided you followed retention guidelines.
Is the Lifetime Smile Guarantee available to existing customers?
Yes, existing customers who completed treatment under previous plans may have been eligible.
How does SmileDirectClub compare to traditional braces?
SmileDirectClub offered a more affordable, convenient alternative with remote monitoring, though severe cases still required traditional orthodontics.
Disclaimer: This guide shares general information only. Dental care rules and details can change, so please check current details before you decide. This guide gives no medical advice for readers.
Last Updated: 6 November 2026