Smiling female dentist in a white coat labeled 'Dr. Mitchell Cosmetic Dentist' sitting at a desk with a tablet, with a plant and a black mug labeled 'Smile Well Dental' nearby; dental office background with a sign and dental chair.

about us

Built for independent dentists

TruBlu Direct was created to provide independent dentists access to enterprise-level pricing, trusted partners, and strategic support, without giving up their independence.

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Member benefits & pricing

Why TruBlu Direct was created

Independent dental practices weren’t designed to operate alone, but over time, that’s exactly what many have been forced to do.

As practices grow, decisions become more complex. Supply costs rise. Vendor relationships multiply. Technology, staffing, financing, and service providers all operate in silos. And while DSOs benefit from scale, leverage, and coordinated strategy, independent practices are left to negotiate, evaluate, and manage everything on their own.

TruBlu Direct was created to change that dynamic.

Four diverse professionals engaged in a business meeting around a wooden conference table with laptops, documents, and tablets, discussing data shown on a screen in a modern office at dusk.
It began with a simple question:
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What if independent practices could access that same level of leverage, coordination, and strategic support without giving up ownership or control?

The answer wasn’t another buying group or a list of discounts. It was a membership built around intentional partnerships, aligned decision-making, and support that adapts as a practice grows.

TruBlu Direct brings independent practices together: not to consolidate them, but to strengthen them. To replace fragmentation with clarity. And to give practice owners a smarter, more sustainable way to compete in a rapidly changing industry.

Powered by Fortune Management

TruBlu is supported by Fortune Management, a trusted leader in dental practice management for decades.

Fortune has long focused on helping practices grow profitably while preserving private ownership. TruBlu extends that mission by addressing one of the biggest challenges dentists face today: uncontrolled overhead.

You do not need to be a Fortune client to join TruBlu, but members benefit from the same disciplined, proven approach.

25+ leading partnerships

Gain exclusive access to our partnership with industry-leading vendors and enjoy DSO-level pricing while maintaining your independence.

Guided by the TruBlu team

When a practice joins TruBlu, they’re not handed a list of vendors and left to figure it out.

Each member is supported by a TruBlu service specialist who helps navigate the program, prioritize opportunities, and identify the right solutions at the right time, based on where the practice is today and where it’s headed next.

Joe Goldstone
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Joe Goldstone

Joe holds a Master of Science in Finance from the Simon School of Business at the University of Rochester, a Certificate of Advanced Studies in General Management from the University of St. Gallen in Switzerland, and a BA with Honours in German and Business Management from Aberystwyth University in the UK. Fluent in English and German and a dual UK/US citizen, Joe brings an internationally informed perspective to every challenge — and a deep respect for the unique role the independent dental practice plays in the communities it serves.

As Chief Revenue Officer at Fortune Managementand TruBlu Direct, Joe is channeling that lifetime of practice-focused experience into building the commercial and partnership infrastructure that will help Fortune continue to serve as the premier growth organization for dental practices across the country. He is dedicated to ensuring that every coach, client, and partner in the Fortune ecosystem has the tools, relationships, and resources they need to succeed.

Alycia Pike
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Alycia Pike

Alycia takes a relationship driven approach to helping doctors navigate challenges, identify growth opportunities, and achieve sustainable success. Her commitment to empowering private practice owners is rooted in her belief that strong partnerships, innovative solutions, and thoughtful business strategies are the foundation of a thriving dental practice.

Jennifer Tyson
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Jennifer Tyson

After receiving her Bachelor’s degree in Business Administration with an emphasis on Marketing and a minor in Communications from San Jose State University, Jennifer started working as a marketing consultant to many private practices in healthcare by starting her own dental marketing firm. She worked with practices developing everything from brand equity to patient acquisition strategies. During this time, she acquired Fortune, the nation’s leading and largest practice management organization in healthcare as a marketing client that later developed into a full-time role as their Director of Marketing.

Now, Jennifer serves as the President of Fortune and is involved in all aspects of growth initiatives and program offerings for Fortune members. She is driven and passionate about moving dentistry forward and committed to whatever it takes to do so. She is also director of Plan for Health, the company’s internal dental plan program allowing offices to offer patients an alternative to dental insurance.

In addition to her work at Fortune, Jennifer is the Founder of Virtual Training Innovation, the first ever online training system for dental practice. She is also the co-author of the best-selling book, "Hire to Inspire – What Great Leaders Do to Consistently Achieve Winning Results". Jennifer has dedicated her life to improving the business of dentistry and the lives it transforms.

"As a pediatric practice, efficiency is critical. TruBlu helped us reduce expenses in areas we hadn't closely evaluated, creating meaningful savings that went straight to our bottom line."

Loma Linda Pediatric Dentistry

Irvine, California | 1-Doctor Pediatric Practice

"The biggest surprise was how much money we were able to save without changing the way we practice dentistry. TruBlu helped us uncover opportunities across multiple vendors and services that immediately improved our profitability."

Synergy Dental Group

Sonoma, California | 1-Doctor Private Practice

"The value wasn't just in one area, it was the combined impact across multiple vendors and services. TruBlu helped us improve profitability while continuing to invest in the future of our practice."

Precision Family Dental

Grand Rapids, Michigan | 1-Doctor Private Practice

"We were surprised by how many opportunities existed within expenses we were already paying. The savings were meaningful, the implementation was straightforward, and the impact on profitability was immediate."

Cameron Village Dentistry

Raleigh, North Carolina | Private Practice

"As a solo practitioner, every dollar matters. TruBlu identified savings opportunities I didn't realize existed and delivered an immediate return that had a meaningful impact on my profitability."

Brynne Anderson Gordon, DDS

Colorado | 1-Doctor Private Practice

"The savings came from expenses we were already paying every month. We didn't have to change how we practice dentistry, we simply became more efficient. TruBlu helped us uncover six figures of savings that went directly back to our bottom line."

Peterson and Cammack Family and Cosmetic Dentistry

Seattle, Washington | 2-Doctor General Practice

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