Practice by Numbers · B2B · software for dental practices
Call existing customers to switch their card payments to you for a cut
~$190M processed of ~$2B possible; profitable but switching is hard
Mixedupsell-expansionpayments-checkout
What they did
Launched payments in 2025 via Adyen and Stripe card terminals, earning a take rate. Pitch to existing customers: card on file, PCI compliance, payment plans. Motion is outbound calls to installed offices that are on autopilot with bank/Costco processors; hiring people to drive it. Hardest part is SMB change management.
What happened
~$190M GMV vs ~$2B possible in the base; 'quite profitable' but switching is the hardest part
Related topics
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More from this episode
- Practice by Numbers: Grow on dentist referrals, great support and a few trade showsARR ~$2M -> $12.5M from 2021 to 2025
- Practice by Numbers: Stay bootstrapped and grow 35-40% a year instead of buying revenue$12.5M ARR, 22-24% EBITDA, ~$1.5M free cash flow in 2025
- Practice by Numbers: Add analytics on top of the software dentists already use, not replace itBecame the wedge for the later all-in-one platform
- Practice by Numbers: Grow one tool into an all-in-one suite sold as packages~$12-13K per location a year on average; up to ~$18-19K
- Practice by Numbers: Charge a percentage of the practice's revenue instead of per-feature fees
- Practice by Numbers: Answer a real business owner's data questions by hand before building