How Practice by Numbers grew Practice by Numbers to $15.3M revenue and 1.3K customers in 2026.

Nathan Latka (00:01) Hey folks, my guest today is Rohit Garg. He's the co-founder of Practice by Numbers, an all-in-one dental practice, SaaS platform, trusted by over 5,000 dental professionals for analytics, patient communications, marketing payments, and more. Rohit, you ready to us to the top? Rohit Garg (00:15) Yes, absolutely. Nathan Latka (00:17) All right, how did you build the software? Were you running your own dental practice before this and got frustrated? Rohit Garg (00:22) You know, I got involved in dentistry through marriage. My wife is a dentist. She's a co-founder. And she opened a practice in 2010. And I just got slowly involved with it. like, oh, this dentistry is quite interesting because I have a medical imaging background and slowly helped her being a good husband on the weekends and answering her questions and helping her understand the numbers. And just slowly in 2015 realized that there is a big opportunity here. Dentistry is such a... massively under tapped market in terms of technology and software. We kind of launched it in 2015, seeing an empty need, like a niche that needs to be filled and it's a large, large opportunity. Nathan Latka (01:01) Okay, so just to be clear, Dr. Aditi is your wife and she opened her dental practice in 2010? okay. And ⁓ were you working in the dental office with her as well or you just hear stories back at home? Rohit Garg (01:06) That's right, yes. No, I would just hear stories. I was working for Philips Healthcare. I would just hear stories. Hey, what should I do here? What should I do there? I'm like, well, go look at the data. Go look at. Nathan Latka (01:23) What was she saying? Give me a sense of what some of the problems were that she was bringing to you. Rohit Garg (01:26) Well, she was trying to figure out, what's going on with treatment exceptions, for example? What's going on? Is my sudden marketing working or not? Or am I spending money in the right place? Is my hygienist doing the right thing? There's a lot of little, little, little things that a business owner, like a dentist who's never really trained to be a business owner, they have to make all these decisions that they can't, and they don't have the right. data, they don't have the right skills to make those decisions. And that's what she would come to me and I would run stretch sheets and I would run, you know, SQL queries for her in the database, in the backend and try to figure out, give her answers. Nathan Latka (02:04) And so with that in mind, which of these solutions did you build first? I'm sharing your website right now. Rohit Garg (02:10) Yeah, so the numbers part was built first, right? So we went from practice by numbers, right? And that was her idea. we built it. So that's the business analytics at the top. ⁓ And the whole business analytics was built first, right? Business analytics, the practice IQ portion of it, the revenue analytics, be able to mine the data. This exists very heavily in the medical space. It just didn't in the dental space. So we built that on the dental space side. ⁓ Nathan Latka (02:18) Which one is that here? Okay. What databases were you mining for data or what other tools in the space were you trying to connect with APIs and webhooks so that your wife could put together these dashboards? Rohit Garg (02:48) Yeah, so it's their PMS, their practice management systems, to be able to bring out all the information from their practice management system, from their QuickBooks, from the phones, from the Google Analytics. You try to bring this 360-degree view of the practice to understand really what's going on, what decisions you should be making. Nathan Latka (03:06) And those management systems are like, are those your competitors today or are there other ones out there? Rohit Garg (03:11) No, the competitors are listed, but those are the systems we partner with. These are the systems we sit on top of, right? So in the case of healthcare, those are our competitors. In the case of healthcare, for example, you would sit on top of an Epic or e-clinical works. In the case of dentistry, we sit on top of Dentrix or Open Dental, like equivalent to what it would be for medicine. Nathan Latka (03:18) these ones. Okay. And why doesn't Dentrix with the age of AI, why don't they just build their own version? In other words, see, where's the value gonna accrue over time? Is it gonna be you, the aggregator of all the data? Or is it gonna be the specific, like, know, Dentrix that's gonna expand vertically? Rohit Garg (03:50) Yeah, and I think they have tried and they do have their own solutions as well. But obviously, since we focus very heavily on this, we have better solutions. ⁓ They have what I would say is a key, it will get you from point A to point B. It doesn't have all the detailed depth analytics. If you're trying to really look for Cadillac of what you're trying to get done, you'd come to practice for numbers. If you just look at basic reporting, you would go to Dentrix. So that's why what we have is our customers are almost 2x of national average, right? In terms of the volume of the production that they do. And because they got the revenue of what they do, because they come to us to really find that depth of analytics, the depth of, now obviously practice by numbers is not just an analytic system anymore, right? Because what it is, is an all in one system because we cover all the white space, right? So think about it this way, a dental office would have Nathan Latka (04:24) You mean the revenue they do? Rohit Garg (04:44) A PMS, right? A Dentrix or an OpenNedle. They would have an analytic system, maybe in the last 10 years. Then they would have online booking system. They would have forms, intake. They would have a phone like a VoIP, like a Nextiva or a Vonage. They would have a payment POS terminal. They would have websites. So what we're trying to get done is take all that white space and give them a practice in the box. Sit on top of the PMS and then give them everything. And that's what PBN has built out now. And now what PBN is doing from this point on with this is trying to add all the AI. So being able to, so for example, the phones, every single phone gets recorded, transcribed. We understand what their intent is, what their sentiment was, and then the AI receptionist is gonna come out. what we, the speed at which we move, so the question for you that you asked is how come these Gentrix and OpenNet, because they just can't move at the speed at which we can move, because these are supply company, these are owned by. Henry Schein and Paterson, these are large supply companies. They don't have the technical skills or even the people to build software the way we can. Nathan Latka (05:47) I'm surprised, so one of the ways that I try and understand is someone truly the integrator of data in their space. So just go to their footer or I go to their integrations page and I see how many they have listed. You only have five listed here. Do you actually have a lot more that you're just not listing? Rohit Garg (06:01) So dentistry, even though it's quite fragmented, it is dominated by the five that we have listed. That's why we are focusing on to get the best bang for the buck, right? So you could list, you could go integrate with somebody who has like a thousand locations that doesn't really move the needle. So that's what we are focusing on right now is to get 70, 80,000 dental offices covered. Nathan Latka (06:24) I see. Okay. That makes sense. That's, that's what's driving the pro the prioritization of your integration engineering roadmap. Okay. And, and when I want to keep building on the backstory on launch in 2015, but just so we get a snapshot of today, what's the average dental practice paying you today? Rohit Garg (06:40) So at this point, we are reaching about 12, $13,000. And that's the average. And some, yes, per year. And some people reach almost all the way to like $17,000, $18,000. Nathan Latka (06:47) per year. So your largest customer would be about 18,000 a year. Rohit Garg (06:58) $19,000 a year, yeah. Nathan Latka (07:01) I'm surprised that the Delta of your largest customer relative to your average is so small because I would imagine you have dental practices on your platform. Some do half a million a year in revenue and some per location. Rohit Garg (07:08) This is the location. Yes, of course there are some customers who are paying us $100,000, right? So I'm talking about per location. And some customers have one location, some customers have 40 locations. Nathan Latka (07:22) Okay, so your largest customer would be 40 locations times 18,000 per year, which would be 720,000 per year just from that one customer. Is that right? Rohit Garg (07:31) not quite our largest customer is about 250,000 because they don't have all the features, right? Because you can build your package accordingly. You can layer on voice, you can layer on AI, you can layer on payments as you keep layering on everything, you get to about $18,000, $18,000, $19,000. Nathan Latka (07:48) Okay, that makes more sense to me, got it. Okay, so you're expanding based off number of locations. Is there a reason, I mean, do you have an upsell motion that's tied to jobs that you're actually doing for the dental offices? know, number of intake forms completed, number of new customers, number of phone calls resolved, things like that? Rohit Garg (08:07) No, we are not charging outcome based in terms of number of events. ⁓ That's an interesting thought. We have not really thought about it. ⁓ I don't know if there's an appetite that somebody would accept that. So we doing it more based on, as you see, different packages, right? The core is a very basic flow is, again, operations oriented. Most practices what they end up buying for a mass is scale or thrive. Nathan Latka (08:32) Yep. what is the, are you able, I mean, you sit, do you...