London dental clinic

How can a dental practice reinvent itself for a workforce that has no time? How can dentistry sit comfortably within the culture of City law firms and investment banks where reputation is currency? And how can evidence-led care remain central in a landscape too often distracted by gimmicks?

At Smile Hub in Spitalfields, and its on-site clinic within Linklaters’ Wellness Centre, Dr Cath Freestone has been quietly reshaping the way dentistry is delivered to City professionals. Her approach prioritises discretion, efficiency, and clarity — a model of “minimal attendance dentistry” designed for those whose diaries are dictated by client meetings, not clinical timetables.

Against the backdrop of NHS decline

The rise of practices like Smile Hub cannot be divorced from the state of the NHS. Sir Chris Whitty recently described the NHS dental service as “very weak and not fit for purpose”. The National Audit Office has warned that recovery plans will fall short, with millions fewer treatments available compared to pre-pandemic levels. MPs have gone further, speaking of “dental deserts” in communities across the country.

For ambitious young lawyers, bankers and analysts, this shortage collides with professional demands. Appointments are difficult to find, time is scarce, and privacy is paramount. Smile Hub’s model steps into that gap.

Dentistry designed around time

“Our patients don’t want to come every week. They want to get on with their lives,” says Cath. The team do our utmost to ensure availability and flexibility at the Spitalfields clinic near Liverpool Street. For Cath, the solution lies in aligning care with corporate schedules. Patients can be seen during their lunch hour, with discretion baked in: “In the City, people don’t want to sit in a waiting room with colleagues. On-site clinics take away that risk.”

For some, the mere act of visiting a practice carries professional risk. Cath recognises this and positions Smile Hub as an extension of workplace wellness programmes, not an interruption. The Minimal Attendance Dentistry (MAD) model, supported by remote monitoring technology, ensures that patients minimise visits without compromising care.

The role of technology

Where some practices embrace digital equipment as a marketing tool, Dr Freestone insists on evidence. “Technology is only worth it if it makes life easier for the patient. Otherwise, what’s the point?”

iTero scanners bring smiles to life in minutes. “When you can actually see the simulation, that’s when people say — oh, I get it now,” says Cath. Virtual Monitoring, meanwhile, enables progress to be tracked remotely, allowing patients to balance treatment with relentless schedules.
This careful adoption of technology stands apart from the fads. “If it’s not evidence-based, we don’t do it,” she says firmly.

Open Days and the TIP model

Invisalign remains a core driver of Smile Hub’s growth, and here Cath has introduced structure that City professionals find irresistible.

Open Days are a signature feature, where patients can see scans, ask questions and make decisions on the spot. “It’s a chance for people to see it for themselves,” she explains.
Then there is the Total Invisalign Package (TIP) — simplicity in a sector often clouded by confusion. “TIP means everything is included. Patients know exactly what they’re getting, and they love that.” Clear pricing, no hidden surprises, and a process that reflects the kind of transparency professionals demand in their own industries.

Building trust through clarity

Trust at Smile Hub is not won in a single consultation. It is built step by step, touchpoint by touchpoint. “It’s about sequencing,” says Dr Freestone. “Trust is built in small steps, not in one big leap.”

Her philosophy is not to oversell. “People don’t want to be sold to. They want honesty, clarity, and to feel looked after.” It is a tone that resonates with those weary of hard-sell consumerism, and one that underpins Smile Hub’s reputation.

The results are reflected in the practice’s online presence: consistent five-star reviews. “We don’t need to shout,” says Cath with understatement. “Our reviews do that for us.”

Calm confidence, not drama

City professionals, for all their bravado, often carry anxieties about dentistry. Cath acknowledges this with a distinctive ethos: “Dentistry shouldn’t be dramatic. It should feel straightforward, calm, certain.”

The interior of Smile Hub reflects that principle. The tone is serene rather than clinical. The visuals are refined and understated, rather than gimmicky. As Dr Freestone puts it: “I want the experience to feel calm. Yes, it’s clinical, but it doesn’t need to feel like it.”

Part of wellness, not apart from it

Smile Hub positions itself as part of a broader wellness journey. “We’re part of people’s wellness journey. It’s not separate, it’s integral,” says Cath. That integration is further embedded in the Smile

Hub Club, which offers membership for routine care — effectively making oral health a subscription within a professional’s wellness toolkit.

For many patients, Invisalign itself is framed not as cosmetic vanity but as investment. “It’s not just about straight teeth. It’s about confidence in a meeting, confidence on a date.” In a culture where presentation is entwined with professional success, this resonates deeply.

A City model with national relevance

While Smile Hub is tailored to the Square Mile, the model speaks to wider national issues. With NHS dentistry under immense strain, and millions struggling for access, private practices that combine technology, discretion, and clarity may become the blueprint for urban dentistry in Britain.

At its heart, the Smile Hub philosophy is disarmingly simple: clarity, calm, certainty.
As Dr Cath Freestone concludes: “We’re not here to oversell. We’re here to guide people through, calmly, step by step.”

It may be a gentle mantra, but in the frenetic world of the City, it feels nothing short of radical.

To learn more about Dr Cath Freestone’s health-first approach to smile design and cosmetic integrity, visit www.smile-hub.co.uk