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Comfort Dental

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Categories: Marketing; Practice Management, HR and Accounting; Practice Transitions;
Comfort Dental 

How Rick and Cindy Kushner built the largest dental franchise in America

A first-generation college graduate from Colorado, Rick Kushner earned his degree in philosophy before completing dental school at Marquette University in 1977. Even then, he stood apart, driven by the deep belief that great dentistry should be accessible to everyone, not just the privileged few.

Nearly five decades later, that philosophy has grown into more than 180 Comfort Dental practices across the United States, with more than 500 doctors caring for millions of patients. In 2024, the median income for general dentists in the Comfort Dental system reached $468,000; it’s clear proof that their business model prioritizes affordability without sacrificing success.

But here’s the thing, Rick didn’t do it alone. Every great enterprise stands on a solid partnership, and for Comfort Dental, that is Rick and his wife, Cindy Kushner. Together, they’ve built a business that is changing the way dentistry works in America.


The origin story
Rick opened his first practice after returning to Colorado in the late 1970s. Ten years later, he was running three dental offices, with multiple partners, and facing a life-changing choice: keep on keepin’ on, or aim for something much, much bigger.

He clearly chose bigger. The third dental practice became the first official “Comfort Dental,” and soon after, all three practices were rebranded under the same name. The concept was simple: Provide excellent care, at an affordable price, and make it convenient for patients.

Rick recalls, “Back in those days, I would attend a lecture and the dentist standing up at the front of the course would be telling me the type of patients I should be seeing, and the ones that I shouldn’t. I just kept thinking, ‘Why would I turn anyone away? I want to see every patient!’”
That concept struck a chord with many patients who had been avoiding dental care because of fear of high treatment costs. Suddenly, they had options, and dentists finally found a model that could actually work for them. Comfort Dental grew organically, fueled by word of mouth from happy patients and grateful dentists.


Lean, mean, and built to last
Their philosophy was simple, “lean and mean practice management,” not in the ruthless sense, but rather in the pursuit of ultimate efficiency. Thin out the bloated marketing budgets, eliminate inefficient staffing models, and cut wasteful spending. Focus on what matters most: excellent patient care, keeping costs low, and making every visit convenient for the patient.
This philosophy is contrary to what dentistry has become today. Dentists are preoccupied with what their counterparts are doing and what expensive equipment they’ve bought. Many are drowning in school debt, raising prices to stay afloat, and making poor business decisions. Eventually, they settle for “corporate dentistry” jobs that pay $180K (if they’re lucky), driven by the fear of going even deeper into debt.

Where Comfort Dental really breaks the mold is their partnership model. Long gone are the days that force dental associates to wait decades to become a partner, requiring massive capital. New graduates aren’t trapped in lower-paying corporate jobs, and seasoned dentists don’t have to sell to private equity just to retire. Bulk purchasing power keeps costs lower, and the grouped marketing strategy means dentists don’t have to become social media influencers to get patients in their chairs.

With the help of Rick and his management team, members of which have all been practicing dentists at one time or another, Comfort Dental franchise owners enjoy higher profitability, greater financial independence, and the ability to provide affordable dental care to more patients. Bottom line: Dentists reap the rewards, not investors.


Power couple
You can’t tell the story of Comfort Dental without Cindy Kushner. While Rick is the public face, Cindy is the force behind the culture and growth. Their personal and professional partnership explains the DNA of Comfort Dental.

Most couples would crack under the pressure, but Rick and Cindy thrive. They share values, but bring different strengths. He is the dentist-entrepreneur who understands the realities of the clinic; she is the operational strategist who ensures their vision holds up. Together, they have created a culture that balances ambition and integrity.

Today, Comfort Dental is thriving, which is a reflection of the values Rick and Cindy have held from day one.


The impact beyond the chair
Having more than 180 offices is definitely impressive, but what truly matters is that Rick and Cindy’s model has proven that affordable dental care doesn’t mean cut-rate, that franchising doesn’t mean corporate takeover, and that clinical independence can coexist with administrative support.

In 2010, the Kushners established the Comfort Dental/Dr. Rick and Cindy Kushner Scholarship Fund at Marquette, which provides $50,000 annually to students in debt. Just two years later, in 2012, Rick and Cindy also presented a $1M gift to Marquette University, which expanded the patient care practice at the dental school by an additional 24 stations.

Rick explained, “As a first-generation college student, I want aspiring dentists to have the same support and opportunities I’ve had. At the same time, I hope that I can encourage my fellow alums to contribute to the school’s expansion.”

While corporations are tightening their grip, mixed in with rising patient expectations, and the ever-evolving technology rocking the industry, Rick’s message cuts through with clarity: Stay grounded. Remember what is important. Do bread-and-butter dentistry. Take care of people. Charge them fairly.

Comfort Dental welcomes dentists who share that philosophy—those who want autonomy with operational support, a work-life balance without sacrificing their income, and a staunch belief that dentistry should help their community.


The legacy
Rick and Cindy didn’t set out to revolutionize dentistry, but rather to make it better: accessible, sustainable, and more humane. Just imagine the thousands of patients who’ve received dental care they otherwise couldn’t afford, and the hundreds of dentists who have built fulfilling dental careers without sacrificing their sanity.

Dentistry works best when everyone wins: patients, dentists, and their communities.
Want to learn more about the Comfort Dental model?
If you’re tired of the daily grind, or just curious about what dentistry could look like, the Kushners have built something worth exploring. Visit comfortdentalfranchise.com to discover how clinical excellence and business sustainability can coexist without compromise.
This content is sponsored by Comfort Dental. For more information, visit comfortdental.com.

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