Smile Brilliant is a technologically first oral care company to supply high -quality dental products directly to the customer’s door. From night guards tailored to professional teeth whitening and electric toothbrushes, Smile Brilliant operated almost one million customers with approximately 50,000 orders per year.
The company was founded in 2012 by a team with more than 30 years of professional dental experience and has grown from DTC to a strategic partner for dental agencies and insurance providers.
We sat down with Brendon Alaniz, Smile Brilliant project manager to learn more about the business of AO, as they grew successfully.
- It uses automation to increase income by 47% from 2023 to 2024.
- They received 39x return on investment (ROI) from their Klaviyo Investment.
- POWER 1: 1 Messages with more than 50 properties of your own profile.
- Drive has 36% recurring customers via E -mail and SMS marketing.
As the smile has been brilliant, also the requirements for their operations and customer experience. Their platform of electronic trading for custom and manually managed marketing efforts began to burden under the weight of the growing volume of orders and increasingly complex customers.
Without the right systems, they risked narrow spaces in the performance, missed connection options and stopped growth. They needed a solution that could:
- Scale with their growth and at the same time support the unique needs of their business.
- Automate marketing on a scale, allowing dozens of working procedures smoothly without manual supervision.
- Provide personalized segmented experiences that could deepen customer relationships without creating more work for the team.
In 2019, Smile Brilliant migrated from their platform to custom Wooocommerce.
“The custom code gave us control, but it was hard to expand. Woo is moving us faster without giving up adaptation.”
—Rendon Alaniz, project manager of Smile Brilliant
After the SHOPIFY and MAGENTTO evaluations, they found that WooCommerce is a platform that was flexible enough to support complex features as:
- Three -way logistics of transport.
- Associated relations with dentists, hygiene and parental/sub-shopping.
- Custom branded product landing for partners B2B2C.
- The 3D model records from dentists for laboratory services.
The mature ecosystem of the WooCommerce plugin, stable architecture and deep integration abilities provided a smile brilliant basis to support their aggressive growth strategy.
In 2020, Smile Brilliant added the keyboard to his WooCommerce magazine to fully integrate and automate his marketing activities. In this way:
- He moved from manual campaigns to segmented AI -powered automation.
- Launched SMS AE -Mail flows induced by behavior and dentist recommendations.
- Collected 150+ properties of custom profile to power 1: 1 message.
- They used the survey forms and leaflets to enrich customer profiles after signatures.
They built Shine and Shine Pro, two membership experiences with fully adapted input pages, product catalogs and commission structures. They also allowed dentists to record 3D models and recommend products directly to patients.
Since the integration of the Klaviyo and the launch of multiple automated workflows, the income driven by automation continues to grow, and between 2024 and 2025 the year -on -year increased by an 47% increase in automation -based income.
Bottom line? Smile Brilliant created a 39x return on investment 39x for the Klaviyo investment.
What is brilliant on the integration between WOO and Plaviyo?
The integration of WooCommerce and Klaviyo has helped to smile brilliant collection of detailed customer information, send more relevant messages and automatically remind customers when it is time to change. Examples include:
- Own input pages On the basis of insurance providers collected through the paviyo popping form.
- Recommendation of the dentist using personalization marks.
- Reminder to replenish the product Based on the timing of a change of ai-pre-assumed AI in front of the Klaviyo.
- SMS version of keys of keys Like winning and leaving the wheelchair.
- Flyouts survey with one question to enrich the audience segmentation over time.
“Personalization means understanding the needs of the customer before doing the right product, at the right price, at the right time. With the Klaviyo and WooCommerce, we created a system that adapts in real time based on who the customer is their dentist and what they care.”
– Brendon Alaniz, Smile Brilliant project manager
A smile brilliant does not cost peace. The company is developing on the power supply of products and routines for curatorial oral care for millions of Americans at a nationwide level. A combination of their D2C business with integration for insurance and health health professionals is Smile Brilliant of Preventive Care pioneers that improve health.
Their company focuses on internal growth and at the same time develops a technological suite that helps dentists, insurance and experts in the mission to help the Americans take control of their oral health – while continuing to make every customer experience personally.
Vanessa spent her career writing useful things for people all over the technology space. In addition to work, she likes training on triathlon, through hobbies and examines new places in urban and natural places. It has two fluffy cats, keeps several succulents and has too many books on its shelf TBR.