E-Commerce Success Stories » Diamond Whites Aligners

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Diamond Whites Aligners




Make dentistry more accessible (and less scary) by offering flexible payment payment plans.


110% year -over-year growth (and lots of smiles).


110% Growth Through Customer Payment Options: How Diamond Whites Scaled Its Brand with SellersFunding’s Working Capital

“In order to do this, we needed to provide capital to cover the cost of goods. We were looking for the right funding provider to effectively get into a partnership on a long-term revolving credit facility that allows us to draw down when required to fund further revenue in the future.”

—Ben Reed, CEO and Founder of Diamond Whites


Nobody likes going to the dentist. But sometimes it’s the things we dread the most that lead us to our best opportunities.

That was the case for Ben Reed who was in a dentist’s chair when he was hit with a lightning-strike idea. Ben realized oral care was inaccessible for many — and he wanted to change that. So he created Diamond Whites Aligners in 2012 and never looked back.

To start Diamond Whites, Ben teamed up with celebrity dentist Dr. Richard Marquis, who has worked with clients like Rita Ora, Dua Lipa, and Jamie Redknapp (to name a few). After 15 years of transforming smiles, Dr. Richard was just as passionate as Ben to bring high-quality oral care to the masses.

“My motto is that we ‘treat every single patient and customer near and far as a celebrity!’” he said in an interview with The Guardian. No wonder Diamond Whites is so highly reviewed by its customers.

Of course, delivering on the promise of “Straight teeth, without the expense” isn’t as easy as it sounds. To learn more about how the team scaled its vision to achieve 110% year-over-year growth, we sat down with Ben for the inside scoop.

About Diamond Whites Aligners

Together, Ben and Dr. Richard founded Diamond Whites Aligners with the core mission of making dental care accessible. Armed with an online service portal, they quickly expanded the brand’s reach via virtual consultations across the UK.

In addition to a strong digital presence, Diamond Whites also has more than 45 brick-and-mortar clinics nationwide, enabling customers to easily pop in for a consultation. Customers who don’t want to leave home can access AI-enabled remote patient monitoring for customized support — the first of its kind in the invisible aligner space.

Diamond Whites was delivering a true multichannel experience to an underserved market. But that was just the start. Ben, Dr. Richard, and the team at Diamond Whites wanted to make their products even more accessible by providing flexible customer payment options.

And that’s when they turned to SellersFunding.

The Challenge: Not Enough Capital to Offer Customer Payment Options

To make its products as available as possible, Diamond Whites includes a 12-month non-regulated loans in its customer payment options on some of their best-selling whitening and alignment products.

“In order to do this, we needed to provide capital to cover the cost of goods. We were looking for the right funding provider to effectively get into a partnership on a long-term revolving credit facility that allows us to draw down when required to fund further revenue in the future.” – Ben Reed, CEO and Founder of Diamond Whites

Ben and his team knew they had the trust of their customers — patients chose them because of how easy their process was and how quickly they were able to get in touch with the team whenever they had questions.

And Diamond Whites was not about to let its customers down.

To uphold this trust, Ben needed an e-commerce funding partner who could help him access working capital as needed so that Diamond Whites could become a lender to its own customers while maintaining existing sales and inventory.

But Ben wouldn’t settle for just any funding partner.

He wanted one who would also understand the importance of strong communication and support. A partner who knows e-commerce and could help Ben and his team achieve sustainable long-term growth.

The Solution: Working Capital On Demand

“I was introduced to SellersFunding via a broker that we use regularly. They introduced it to me as a platform that’s easy to use, quick to plug in, and offers flexibility of loan terms,” recalls Ben.Like any entrepreneur in search of the right partner, Ben had specific needs and high standards.

“We’ve used various other platforms in the past and were somewhat restricted. SellersFunding offered the flexibility and the loan profile that we required.” – Ben Reed

After a few meetings, it was clear that SellersFunding and the Diamond Whites team were aligned like a perfect smile. “SellersFunding looked like one of the most flexible options on the market for us during our research and we got on really, really well,” says Ben.

“The SellersFunding team was really helpful by offering four months interest-free on our agreement, which helped us kick off the loan and apply that capital where required without immediately paying it back.”
As part of the agreement, Diamond Whites had access to:

Interest-free 4-month period
Flexible withdrawals
Approval within 48 hours

SellersFunding offered everything Ben and his team were looking for in a funding partner: accessibility, flexibility, and low interest.

The Result: 110%+ Growth 💪🏻

The impact was immediate and Ben realized he and his team had finally found the partner they needed.
“SellersFunding helps you maintain equity and grow your business at the same time. It’s important for us that we do a mixture of both — that we don’t take on too much debt and don’t release too much equity. That blend is important for us. It’s helped us grow 110% year over year.” – Ben Reed

With flexible working capital, Ben was able to expand his vision of accessible oral care by offering flexible customer payment options to Diamond Whites’ growing base across the UK.

Today, the team at Diamond Whites continues to take the whitening world by storm. And we can’t wait to see what the future holds.

At SellersFunding, we’re committed to providing flexible funding solutions tailored to fit the unique needs of growing e-commerce brands. Speedy approvals, insights to grow on, and 100% human customer service are just a few of the values we live by.

If you’d like to learn more about brands like Diamond Whites scale, this quick demo is a great place to start.

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