Brushlink is a revolutionary data ecosystem designed to improve oral hygiene through real-time feedback and aggregated data insights. Unlike traditional oral care products, Brushlink bridges the gap between manual and power toothbrushes, enabling a seamless transition for consumers while providing actionable insights to dental professionals, insurers, and consumers.

Brushlink is not a toothbrush or a consumer-packaged goods (CPG) product—it is a comprehensive data ecosystem platform. By collecting and analyzing data, Brushlink improves access to care, enhances the quality of care, and aids in the prevention of dental emergencies. In 2023, more than two-thirds of the U.S. population used manual toothbrushes, while only about one-third used power toothbrushes. This highlights the vast untapped potential for Brushlink’s technology to reach millions of users who still rely on manual brushing, bridging the gap between traditional habits and modern, data-driven oral care solutions.

We sat down with Nazar Kaminer, CEO at Brushlink, to discuss how Brushlink can add a real value to customers while also reducing claim costs. Let’s dive in!

What is the specific problem that Brushlink solves?

Nazar:  “Our primary goal is to educate consumers on enhancing their oral hygiene using home care affordable, data-driven technology. By empowering individuals to improve their brushing habits, we aim to help them save both time and money while mitigating the broader health impacts associated with poor oral care. Poor oral health is not just about dental issues—it has been linked to serious systemic health problems such as cardiovascular disease, diabetes, respiratory infections, pregnancy complications, and even conditions like dementia and chronic kidney disease. By improving oral hygiene, we can contribute to better overall health and reduce the risks associated with these life-altering conditions.

Dental issues are notoriously expensive, and no country or insurance company covers the full cost of costly dental procedures. This leaves consumers to shoulder significant out-of-pocket expenses, particularly those with children, who often face even higher costs.

In healthcare, platforms like MyChart provide consumers with access to their digital health records, allowing them to track and manage their medical history. However, dental care lags far behind. Information is typically provided verbally during visits, making it easy for patients to forget. Without a centralized digital solution, consumers cannot compare their oral health status from one visit to the next or over the years.

This lack of accessible data exacerbates the problem. When dentists and hygienists offer verbal instructions without concrete metrics for comparison, patients are more likely to overlook or neglect their oral health. Brushlink solves this by providing detailed metrics at every dental visit. Our AI-powered dashboard enables dentists and hygienists to monitor and analyze brushing behaviors, offering patients personalized recommendations and empowering them to take control of their oral health with data they can reference and track over time.

If we compare Brushlink to fitness tools like Fitbit, the parallels become clear. Fitbit allows individuals to monitor their physical activity, sleep, and heart rate, but this data typically remains separate from the physician's dashboard. Brushlink, on the other hand, integrates brushing data into dental care, bridging the gap between personal habits and professional guidance.

Brushlink tracks brushing frequency, duration, and effectiveness, providing detailed data on all six sections of the mouth. This allows dentists to identify areas needing improvement—such as focusing on the upper right sextant for a patient with periodontal disease—and to give actionable, personalized feedback.

Moreover, Brushlink’s customizable and user-friendly solution is affordable for families, ensuring that even children can develop strong oral health habits. By teaching effective brushing and flossing techniques, and enabling families to track progress over time, Brushlink not only improves oral health for individuals but also paves the way for healthier habits in future generations.”

How does Brushlink help insurance companies?

Nazar: "Brushlink provides significant value to insurance companies by addressing some of the most pressing challenges in healthcare today—access to care, quality of care, and cost management. First, it empowers insurers with data. Brushlink collects and analyzes brushing data, which can be integrated with other healthcare information. This allows insurance companies to gain a better understanding of their members' oral health trends and even identify links between oral health and systemic conditions like cardiovascular disease or diabetes. It also fosters better communication between physicians and dentists, enabling a more holistic approach to patient care.

Second, it helps insurers save costs by promoting preventive care. Brushlink changes behavior through education and incentivized programs that encourage policyholders to maintain good oral hygiene habits. This reduces the need for costly restorative procedures or emergency treatments, saving money for both insurers and patients in the long run.

Third, Brushlink directly tackles issues of access and quality. Many regions suffer from a shortage of dentists, and in the U.S., some dentists don’t accept Medicaid or certain insurance plans. Brushlink bridges this gap by providing a platform that helps individuals maintain their oral health at home. It also ensures a standardized level of care through its data-driven approach, which enables dentists to provide more personalized and effective treatment plans. For individuals who might distrust dentists or feel anxious about visits, Brushlink builds trust by offering clear, objective data that patients can understand and act on.

Lastly, Brushlink’s ecosystem is scalable and future-ready. It’s not just about brushing—it’s about preventive care on a broader scale. We’re creating opportunities to expand into areas like pediatric care, senior home care, and even personalized solutions for women’s and men’s health. For insurance companies, this means they can offer a value-added service that improves member satisfaction and loyalty, while also reducing claims and long-term costs.

In today’s world, where access to care is limited, quality of care is inconsistent, and costs are rising, Brushlink offers a comprehensive solution that benefits insurers, policyholders, and healthcare providers alike."

What role does brushing data take in the overall health care data ecosystem? 

Nazar: "One of the biggest gaps in healthcare today is the lack of integration between dental and medical care. For instance, physicians and dentists often cannot collaborate effectively on a diabetic patient’s health due to the absence of shareable oral health records. Information like prior cleanings, gum health, or dental issues isn’t accessible or connected to the patient’s broader health records.

Brushlink changes this by providing actionable brushing data and oral health metrics, enabling true dental-medical integration. This is especially important for patients with chronic conditions or those at risk of developing them. Conditions like cardiovascular disease, diabetes, and even pregnancy complications are closely linked to oral health.

Historically, the focus in healthcare has been on treatment rather than prevention, particularly for high-cost patients with chronic illnesses. Brushlink helps shift this paradigm by making prevention central to care. By empowering consumers to monitor their oral health and giving providers actionable data, we can catch potential issues early, improve outcomes, and reduce long-term costs.

Imagine a future where your brushing data not only helps you improve your habits but also allows your dentist and physician to collaborate seamlessly on your care. This integration has the potential to transform how chronic conditions are managed, bridging gaps and creating a truly unified healthcare system."

What would be the business model for a partnership with an insurance company? 

Nazar: "The foundation of any partnership with an insurance company is based on distributing smart devices to members. AI and data need volume to be effective, and meaningful insights aren’t possible without widespread adoption of these devices.

To address this, we’ve developed three types of smart device solutions:

• External Device: This affordable add-on attaches to any manual or power toothbrush. It’s ideal for mass distribution, ensuring accessibility for all members in an insurance plan.
• Integrated Technology: A plug-and-play chip that manufacturers like Oral-B or Philips Sonicare can embed into their toothbrushes. This allows insurers to scale their programs with seamless device integration.
• AI Dashboard: A platform for dentists and hygienists to monitor brushing habits. It includes gamified solutions for children, enabling parents to track and encourage their kids’ oral hygiene progress.

For the business model, we offer a few approaches:

• Capitated or Subscription Model: Insurance companies distribute hardware to members as part of their plans and provide software access to in-network dentists and hygienists. This incentivizes providers to use the AI dashboard to improve patient care while reducing overall claim costs.
• Hardware and Software as a Service (HaaS + SaaS): Insurers lease or purchase hardware devices while subscribing to the Brushlink platform for continuous data and insights. This creates a recurring revenue stream for insurers and enables scalable preventive care programs.

Ultimately, these models align with the goals of insurers, providers, and consumers, creating value for all stakeholders. Insurance companies save on costly claims, dentists gain access to actionable data, and members receive affordable tools to improve their oral health."

Is there an oral dental manufacturer that you think would specifically benefit from Brushlink and your partnerships with insurance companies? 

Nazar: "Many dental manufacturers can benefit greatly from integrating Brushlink’s technology. Toothbrush companies typically have professional divisions working with dentists and a consumer-facing division that drives most of their revenue. However, they lack a data ecosystem to connect dental professionals and insurance companies, limiting their ability to play in the insurance market.

Brushlink bridges this gap by offering a plug-and-play data platform. Our technology can integrate with products from manufacturers like Oral-B, Philips Sonicare, Colgate-Palmolive, and emerging players like Xiaomi. This provides these companies with an entry point into the insurance and government contract space, where they currently lack presence.

By incorporating Brushlink’s data ecosystem, manufacturers can create smart products that benefit both consumers and dental professionals. They can offer value-added solutions that track brushing habits, enhance patient compliance, and align with insurance companies' preventive care goals.

We’re open to white-label solutions, licensing, and joint ventures, inviting manufacturers to partner with us. Brushlink’s technology provides them with a pathway to innovate, grow, and enter untapped markets while adding value to their existing offerings. Our plug-and-play technology allows manufacturers like Oral-B, Philips Sonicare, Colgate-Palmolive, and others to expand into the insurance and government contract space, which has remained largely untapped. By adopting Brushlink’s platform, they can offer smart, connected solutions that align with preventive care goals and add significant value for dentists, insurers, and consumers.

Brushlink offers dental manufacturers an entirely new business line by enabling them to enter the data-driven ecosystem for oral health. While these companies already have strong consumer and professional divisions, they lack a platform to integrate their products with dental professionals and insurance companies. This is where Brushlink creates a unique opportunity.

Another major player that can benefit is Invisalign, which has a global presence in orthodontics and teeth whitening. Brushlink provides a white-label solution they can offer as a reward system for patients. For example, during orthodontic treatment, patients who maintain good oral hygiene using Brushlink’s data-driven tools could earn incentives such as discounts on teeth whitening or other services. This not only enhances patient engagement but also ensures better treatment outcomes by promoting oral hygiene compliance.

By partnering with Brushlink, dental manufacturers can innovate, open new revenue streams, and strengthen their relationships with dental professionals, insurers, and consumers. The possibilities for growth and impact are enormous, and we’re excited to collaborate with companies ready to take this step."

What is it about the European market that makes you particularly interested in the region? 

Nazar: "Europe is a particularly exciting market for Brushlink because it’s where our journey began—Brushlink was born in the UK, giving us deep roots in the region. Europe offers unique opportunities due to its strong government involvement in healthcare, extensive funding for preventive care, and emphasis on innovation.

One key advantage in Europe is the government’s role in healthcare funding. Governments are highly invested in public health, which aligns perfectly with Brushlink’s mission. By promoting better oral hygiene and preventing dental diseases, Brushlink can help reduce the financial burden on governments and taxpayers.

Another aspect is the lack of comprehensive dental insurance coverage across Europe. To my knowledge, no insurance fully covers the cost of dental care, which leaves many individuals struggling to afford treatment. Brushlink addresses this gap by offering affordable, preventive solutions that help people avoid costly procedures altogether.

Education is another area where Europe excels. Countries like Denmark, Finland, and Sweden have integrated dental care into their school systems, ensuring that children receive regular checkups and learn the importance of oral hygiene from a young age. Brushlink builds on this model by providing technology that schools, daycare centers, and even colleges can use to teach brushing habits effectively.

Finally, Europe’s diverse population and multilingual needs make it an ideal market for Brushlink. We’ve designed our platform to be adaptable, offering swift language translations and tailored solutions for different markets. This allows us to address the unique needs of each country while driving widespread adoption.

In summary, Brushlink supports healthcare systems by focusing on prevention, improving access to care, supporting dental professionals, enabling better integration of oral health into the overall healthcare ecosystem, and driving cost savings for governments, insurance companies and consumers alike. Our mission is to make oral health education and care accessible, affordable, and impactful for everyone.”

What is the ultimate dream here?

Nazar: "My ultimate dream is for children all over the world to learn proper brushing techniques at an early age, using an affordable and accessible technology platform. Education is the foundation, and starting young ensures that healthy habits are formed for life. I envision a future where children, their parents, and even educators use technology not only to understand oral hygiene but also to connect it to their overall health and well-being.

Brushlink’s mission is to build a comprehensive, efficient, and affordable data ecosystem that empowers consumers to take control of their oral health. In the short term, it’s about teaching people how to brush properly. In the long term, it’s about transforming behaviors—ultimately saving money for healthcare systems globally while improving the overall health and quality of life for consumers.

To achieve this, I would love to see schools, daycare centers, and colleges become actively involved in teaching oral health. Imagine integrating brushing education into science classes, where children learn how to brush and floss using the Brushlink app. Today, nearly all children have access to mobile apps, either through their parents or their own devices. Schools have an incredible opportunity to improve productivity and reduce absences caused by dental-related issues. By teaching children proper oral hygiene and nutrition, schools not only support students’ health but also help parents avoid missing work to address preventable dental problems like cavities.

My dream is for schools all over the world to get engaged and make oral health education a standard part of the curriculum. This simple step could have a profound impact on children’s health, their academic performance, and the well-being of families everywhere."

Nazar Kaminer, CEO at Brushlink