SmileDirectClub (SDC) is aiming to disrupt the market for improving teeth. The company is growing fast and will likely be embraced by investors. In short, SDC is trying to do for braces what has been done for contact lenses by offering a direct-to-consumer solution that doesn't require a visit to an orthodontist. The deal is scheduled for pricing after the market close on Wednesday, September 11.
This chart encapsulates the SDC value proposition - lower cost, no office visits, faster and with easy financing.
There is some controversy around SDC so let's deal . . .