How Nick Greenfield set out to shake up an outdated industry and bring it into the present


Welcome to the DTC Growth show.

Every episode we talk to founders and leaders at some of the most exciting DTC brands in the world. We discuss their vision, how they launched, and how they are growing their brand.

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In this episode, we talk to Nick Greenfield, the Founder & CEO of Candid. He's on a mission to make orthodontics and teeth aligners more affordable and accessible to all. He talks about how he disrupted an industry built on in-person, expensive services and brought it into the e-commerce space.

Nick created Candid for a personal reason. He needed to straighten his teeth but was presented with a market full of limited, outdated options. He wanted something more affordable that fit into his busy lifestyle.

Through his work with his Cheif Dental Officer, who has nearly thirty-five years of experience in the industry, Candid could provide something unique in the oral health space, a high-quality aligner with remote monitoring at a fraction of the cost. They set out to shake up an outdated industry and bring it into the present.

Nick talks about his experiences with Lyft and how that experience helped guide his first few years with Candid. From how to staff the initial team - what experts to bring in and why they wanted to start with the 10,15, 20-year experience executives - to when he knew it was time to expand the team.

One of the most exciting parts of this interview is how they signed Simone Biles as their spokesperson. Nick covers why she was the absolute perfect person for not only the brand but the audience serve, and his team.

To learn more about Candid, go to

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