New Dental Ventures

Reimagining dental care as a guided, personalized journey—not just a benefits checkbox.

As consumer expectations shifted and competitive pressure mounted, Guardian Life asked us to rethink how they deliver value in dental benefits. Too often, patients experience dental care as fragmented, opaque, and reactive. We were tasked with helping the client uncover new opportunities to lead in dental wellness—not just coverage.

We began by deeply immersing in the dental ecosystem—conducting ethnographic interviews with patients, providers, and brokers to map pain points and aspirations across the dental journey. From coverage confusion to pricing surprises to distrust of treatment recommendations, we uncovered opportunities to simplify the experience, foster trust, and position Guardian as an ally in long-term wellness.

Our iterative concept development led to a digital product prototype that helps patients map their treatment plans, match with trusted providers, anticipate costs, and make informed choices with the support of second opinions and personalized guidance. The result wasn’t just a new concept—it was a shift in how the client views innovation in benefits: not as a bolt-on feature, but as a service mindset that puts real human needs first.