B2B · software for dental practices

How Practice by Numbers grows

7 tactics and 25 figures from 1 interview.

Practice by Numbers sells software to dental offices. It started as analytics built on top of the practice software dentists already used, then grew into an all-in-one suite, with nearly all sales coming inbound from dentist referrals. Staying bootstrapped, it reported ARR rising from about $2M at the end of 2021 to $12.5M at the end of 2025.

Almost every sale came inbound from dentists referring other dentists, helped by strong support and a few trade shows, with no paid acquisition described; ARR grew from about $2M to $12.5M over four years.Practice by Numbers
The co-founder answered his dentist wife's business questions with spreadsheets and SQL for years, then built analytics that sat on top of the five dominant practice systems instead of replacing them.Practice by Numbers (1)Practice by Numbers (2)
From that wedge it added booking, forms, phones, payments, websites and AI, sold as packages; it reported about $12-13K per location a year on average and up to $18-19K fully layered.Practice by Numbers
Payments launched in 2025 through outbound calls asking existing offices to switch card processing; it reported about $190M processed of roughly $2B possible, profitable but hard to win because offices resist switching.Practice by Numbers
With no outside capital, it chose to grow 35-40% a year at 22-24% EBITDA rather than buy revenue, reporting about $1.5M of free cash flow in 2025.Practice by Numbers

Summary written 2026-09-26 from the tactics below. Figures are as founders stated them.

About Practice by Numbers

What it is: All-in-one dental practice SaaS on top of the practice management system: analytics, patient communications, online booking, forms, VoIP phones, payments, websites, AI
Who it's for: Dental practices and multi-location dental groups (dentists, periodontists, orthodontists)
Business model: Per-location annual subscription with modular packages (voice, AI, payments layered on) plus payments take rate
Pricing: ~$12-13K per location per year average; Up to ~$17-19K per location per year with all modules; Packages build from a basic operations core up to 'thrive'
Launched: 2015
Team: ~80 people (42-43 US, rest India); 17-18 developers, 3-4 on agentic workflows
Funding: bootstrapped
Outcome: Operating; $12.5M ARR end of 2025, targeting $16.5M end of 2026

As described in the interviews, not independently verified.

Practice by Numbers's 7 tactics

Practice by Numbers · B2B · software for dental practices

Grow one tool into an all-in-one suite sold as packages

~$12-13K per location a year on average; up to ~$18-19K

Cover the 'white space' around the PMS: analytics, online booking, intake forms, VoIP phones, payment terminals, websites, and now AI (call recording/transcription, intent and sentiment, AI receptionist). Customers build a package; voice, AI and payments layer on top of a basic operations core; most buy the larger packages.

Workedupsell-expansionpricing