The Invisalign market is crowded, yet Evenly is quietly building a vertical SaaS moat by solving the one problem incumbents ignore: giving general dentists the clinical confidence to own orthodontics. They aren't selling software; they are selling a revenue department.

"Evenly isn't a tool for dentists; it's a replacement for the orthodontist down the hall."

The traffic data reveals a sophisticated demand generation engine. While branded search ('evenly') dominates, the high volume of unbranded queries like 'invisalign login' suggests they are capturing high-intent users looking for orthodontic solutions. The 44% direct traffic is particularly telling—it signals high brand recall from sales outreach and word-of-mouth in a tight-knit industry.

• The 'Uber' Model for Orthodontics: They aggregate demand (dentists) and supply (clinical expertise/tech) in one platform.
• Vertical SaaS Economics: High retention because once a practice builds their patient pipeline on Evenly, switching costs are massive.
• The Hybrid Moat: Competitors sell software; Evenly sells outcomes. The human support layer makes the tech stickier.