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A toothbrush start-up buys an insurer so it can cover your dental visits, too

Barb wants to be more than a toothbrush company. As part of its quest, it is buying dental insurance start-up Afora for an undisclosed amount.

Quip started hawk electric toothbrushes online in 2015 and has since been cultivating a network of consumers. Like to other online direct-to-consumer personal-care brands like Harry’s and Dollar Remove Club, Quip offers subscriptions.

The company wants to connect cases and dentists using its online platform. It reminds customers when it’s together for a checkup and allows dentists to reward them for coming in by paying for replacement batteries and hairbrush heads.

Afora sells basic dental insurance plans for $25 a month and a reward version for $45 a month. It covers two cleanings a year, a dental exam and X-rays. It tabulates prices on its website for extra procedures like having cavities provided.

Quip won’t immediately integrate its toothbrushes with Afora’s plans, but it could fuse the two businesses over time, said Quip co-founder and CEO Simon Enever. Afora’s sink Jeffrey Rappaport will join Quip as director of dental worry.

“The key for us is this is not an overnight thing to complete the entire picture we’ve described,” Enever ordered. “It’s another step toward bringing together the pieces of the puzzle and help people understand that using a toothbrush twice a day is truly cement to the experience you get and the treatment you need when you visit a professional.”

Quip go a financing deal with Silicon Valley Bank worth up to $10 million. The followers closed a $10 million round of Series A funding in November with investors with Demi Lovato and Sherpa Capital, whose founders invested in eyewear start-up Warby Parker.

It’s not the only newcomer interested in this space. Beam Dental started convey title Bluetooth-connected toothbrushes and expanded into dental insurance after considering an opportunity to use more than a year’s worth of data it collected. The fantasy is to figure out which users are brushing and flossing their teeth and proposition them cheaper rates and other incentives.

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