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Brius: The Stealth Orthodontics Play
Why a 52-person, $13M revenue medical device startup is flying under the radar
In a market dominated by invisible aligners that require daily removal, Brius is betting everything on a hidden braces system you never take out. With just 52 employees and $13.1M in revenue, they're building a niche empire in orthodontics that most investors have completely missed.
"They're not competing with Invisalign on marketing—they're competing on physics."
The Product Paradox
Brius Brava isn't just another clear aligner. It's a fully fixed lingual system—braces behind the teeth that patients can't remove. While Invisalign dominates with 10M+ users, Brius targets the 15% who need complex corrections but want discretion. No compliance issues, no lost aligners, no 'forgot to wear them' excuses. The trade-off? It's invasive, expensive, and requires specialist training. But for the right patient, it's the only option.
The Traffic Paradox
Here's the data that doesn't make sense: brius.com gets 0 monthly visits. Zero. Yet they have 52 employees, $13M in revenue, and a CEO named Lea Ellermeier. This isn't a startup—it's a B2B medical device company that sells through orthodontists, not DTC. Their real storefront is the dental chair, not the website. The YouTube channel (@bravabraces) and Instagram (@bravabraces) are patient-facing marketing tools, but the real business happens in clinical accounts.
The tech stack reveals their priorities: jQuery, Swiper, Tailwind CSS, Bootstrap. This isn't a cutting-edge SaaS platform—it's a functional website that serves as a brochure for orthodontists. The lack of structured data, the zero traffic, the absence of SEO keywords... it's all consistent with a company that doesn't need to rank on Google. They need to rank in the minds of orthodontists.
- 52 employees = ~$252K revenue per employee (efficient for medtech)
- Zero web traffic but active social presence (YouTube, Facebook, Instagram)
- Specialist-only distribution model (no DTC)
- Complex cases only (not for simple alignment)
- Fixed treatment duration (no compliance variable)
The Silent Giant of Lingual Braces
Brius isn't playing the growth-at-all-costs game. They're building a defensible medical device business in a niche where Invisalign can't compete. For investors, this is either a hidden gem or a red flag—there's no middle ground.
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Open Graph Image
https://bravabraces.com/wp-content/uploads/2025/09/Mask-group-5-2048x502-1.png
Meta Tags
Home - Brius
Brava® hidden braces straighten teeth discreetly with faster treatment, fewer visits, and a lifestyle-friendly orthodontic experience.
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About brius.com
Brava® hidden braces straighten teeth discreetly with faster treatment, fewer visits, and a lifestyle-friendly orthodontic experience.
Company Overview
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Technology Stack
brius.com uses 24 technologies across their website including Font Awesome, Adobe Fonts, PHP, WordPress, and more.
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Programming Languages
PHP
CMS
WordPress
Marketing Automation
HubSpot
Advertising
DoubleClick Floodlight, Google Ads
Scheduling
Calendly
Traffic & Audience
brius.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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