Michael Ruah

Michael Ruah is the Co-Founder and CEO of SouSmile, a Brazilian startup focused on providing affordable clear aligners for teeth straightening. Founded in 2018 and headquartered in São Paulo, SouSmile aims to make orthodontic treatment more accessible and convenient for consumers, particularly in a market where traditional braces are prevalent but often costly.

Background and Education

Ruah is of mixed Portuguese and American descent and has a background in entrepreneurship. He studied at the University of Pennsylvania, where he developed an interest in direct-to-consumer (DTC) business models, inspired by companies like Warby Parker. His desire to start a company in Brazil stemmed from personal reasons and a recognition of the potential for innovation in the dental market.

SouSmile's Business Model

Under Ruah's leadership, SouSmile has raised significant funding, including $10 million in Series A and $18 million in Series B rounds, aimed at expanding its operations and reach within Brazil. The company offers its aligners at a starting price of around $1,000, which is significantly lower than traditional options, making it a competitive player in the orthodontic market. SouSmile's model allows customers to receive aligners directly from the company, reducing the need for frequent orthodontist visits, which adds to its appeal.123

Market Impact and Vision

Ruah emphasizes the importance of making dental care more hygienic and comfortable, while also addressing the affordability issue that has historically limited access to orthodontic treatments in Brazil. Since its inception, SouSmile has treated over 100,000 patients and has expanded its presence to numerous locations across the country, leveraging a network of dental partners to facilitate treatment.23

Through SouSmile, Ruah aims to reshape the orthodontic landscape in Brazil, focusing on both aesthetic and health benefits associated with dental alignment, while fostering a culture of oral health awareness among Brazilians.12