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Tend is hoping to reinvent the dentist’s office and convince more people to care about their teeth. Everything at Tend is meant to reduce the most unpleasant elements—and actual pain—of going to the dentist’s office. To get dental impressions, Tend doesn’t make patients bite down on a tray of putty - its dentists take a digital scan. Tend has online booking and a patient portal for accessing records. Onboarding, that clipboard of papers one typically fills out while they wait for the start of their appointment, is also online and can be done ahead of the client’s visit. Dentists at Tend also have the opportunity to manage the practice or even become a partner with equity in the business. The startup is launching in a changing industry marked by lots of smaller independent practices being swallowed up by bigger groups.