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Merchant of the Month: OneTwoSmile

Merchant of the Month


Welcome to another instalment of PAYFORT’s merchant of the month series where we talk to some of the region’s leading businesses and get their thoughts on what it takes to build a successful business in the Arab world.

This week we’re chatting with Joseph Swan, the Customer Success Manager of OneTwoSmile to learn how the right combination of new technology and forward thinking can disrupt one of the world’s most established industries. The company is focused on providing access to orthodontic care to everyone by reducing costs and boosting accessibility.

If you’re looking to learn how an innovative idea can transform an industry, you’ll want to keep reading!


What was the inspiration for OneTwoSmile?

The inspiration for OneTwoSmile came from a very real need. Traditionally only 4% of the population pursue orthodontic treatment, while upwards of 70% of the population would benefit from it. In the past, prohibitive costs and long treatment timelines put orthodontic care out of reach for many people. At OneTwoSmile we’re tackling these issues head on and democratizing access to orthodontic care.

What problem are you solving?

Our business is focused on bringing effective orthodontic care to everyone. We’ve looked at the traditional business model of orthodontic care and found there’s plenty of opportunities to not only reduce costs, but also shorten the treatment window. With our technology and treatment options we can offer effective alignment corrections for 70% less than braces with results that come up to 3x faster.

How does it work?

OneTwoSmile’s process works by using a series of “aligners” that gradually straighten your teeth until the desired result has been achieved. Our aligners are made from a BPA free polyurethane material that is FDA approved and widely used for oral care.


Who is your target market?

Our target market is anyone who’s looking to improve their oral healthcare and appearance but our primary market at the moment is the 22 to 36-year-old demographic.

What differentiates you from other competitors in the region?

Unlike other traditional aligner companies, we do not work with distributors and re-sellers but rather partner directly with clinics. All corrections are overseen by a specialist at the patient’s clinic meaning that the patient still gets personalized support. All this allows us to leverage our scale and logistics knowledge to provide access to the best possible orthodontic care at a fraction of the cost. OneTwoSmile provides the highest value, at the lowest possible price, while still maintaining the highest level of efficacy.

How much time did it take you from conceptualization of ‘your venture’ to actually launching it in the market?

We realized fairly soon that the access to orthodontic care was not as readily available in MENA as it should be. High prices and long timelines for treatment meant that orthodontic care was a luxury and as a result the market was somewhat limited. With those specific issues in mind, we tested the concept of OneTwoSmile and after promising initial results, we proceeded to launch the entire venture within 28 days.

Are there any obstacles that are impacting OneTwoSmile?

Shipping and logistical requirements have always been a challenge but thankfully we have a great team that always manages to find the best way forward. Apart from that, the main obstacle is educating consumers about the technology, how it works and its viability as an alternative to braces

What role has social media played in growing your business?

Social media has played a vital in both raising awareness about the technology and educating users on how it can benefit them. Social platforms have also enabled us to engage with future customers and create a more organic dialogue about their specific needs and how our technology can help achieve their goals.

What sort of support and feedback are you looking for from the community?

The feedback for our business so far has been truly tremendous. We’ve collected hundreds of reviews on Trustpilot that show how impactful our product has been.

What advice would you give to new start-ups in the region?

Don’t be afraid to fail. It’s tempting to wait until everything has been set up and all potential complications have been considered, but sometimes it is better to launch. Just make sure your ready learn from mistakes and adapt quickly.

Interested in learning more about OneTwoSmile? Or maybe you have a specific question for them? Be sure to leave a comment below or even better reach out to them on Facebook. And if you’re looking for more of our merchants’ great stories be sure to check out our last Merchant of the Month post on flyEgypt, one of the region’s leading short haul airlines.

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Dalia El Gammal

Sr.Marketing Specialist PAYFORT

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