Bitesoft rebrands as Aalto as they prepare for bold international expansion
The brave Australian entrepreneurs brings their smile solution to the US
Queensland based dental entrepreneurs, Alexis and Luke Withers, are rebranding the disruptive teeth aligner business they founded in 2018 as they prepare to take on the behemoth that is the US market. From March 2026, the former Bitesoft will be known as Aalto in both markets in Australia and the United States.
Launched in Australia originally as Bitesoft, the business revolutionised the orthodontic care sector, with their vision to make teeth straightening accessible and affordable. A modern model that is cost effective, specialist-led, utilises technology to limit chair time amidst busy lives and an outcome that instils confidence, their idea has been a huge success with over 8000 clients utilising the solution since their inception.
Filled with entrepreneurial spirit and the business confidence that emanates from their success, Alexis and Luke are ready to take their dental solution to dedicated markets in the US. Undertaking extensive research into the sector, before employing locals to help recruit dentists and orthodontists to deliver the tried and tested system, Alexis and Luke know that they have done the hard work behind the scenes to roll out Aalto abroad.
Focusing on the key markets of Florida and Texas initially, Alexis and Luke are excited to take on the challenge beyond home shores. Their bold move illustrates the confidence they exude and their willingness to take a risk and back themselves. Clearly an asset in any business.
Their investment in the move is substantial with over $200,000USD (285,360AUD) spent so far in the initial pilot phase, scoping out the opportunities, putting boots on the ground and investing in marketing to sell their message to potential collaborators (dentists and orthodontists), whilst promoting to consumers seeking a dental solution that works.
Why the US? Luke Withers explains, “Alexis and I started this business with a great idea and the commitment to work hard to achieve our goals. We survived the pandemic and we’re still here 7 years down the track. We felt confident to take on the US market because we’ve done our research and identified the opportunities. We’re super excited to take this Aussie built brand to one of the world’s biggest economies. If we can make it there, we can make it anywhere!”
The Aalto straightening solution has rebuilt confidence outside the existing aligner market and connects those seeking straighter teeth with professional expertise, technology to track progress and a positive outcome. The result? Thousands of happy customers and more to come, here and beyond.
Since launch:
- Aalto has treated over 8,000 patients across Australia and New Zealand and grown revenue 312% between 2020 and 2025, making it one of the region’s fastest-growing independent dental providers.The original capital invested was $1,000 in share capital.
- With 10 team members in Australia and a network of 40 dentists, Aalto treats around 300 patients per month while maintaining quality and efficiency.
- Aalto has one US dentist and one US orthodontist in their network.
Key information:
- The Australian clear aligner market is estimated at around USD 154 million in 2025. The US market is significantly larger, with estimates of approximately USD 3.86 billion in 2025.
- All aligners are manufactured in Sydney, Australia.
Head to www.aalto.com for more information.
