Net32

About Net32

Net32 operates as an online business-to-business marketplace, specifically tailored for the dental supplies and equipment industry, and has been described as the 'Amazon for dentists'. The company was founded between 1997 and 1998 by Dr. Pat Cassidy, a practicing dentist with over 30 years of experience who identified inefficiencies in the traditional, rep-driven procurement process. Dr. Cassidy's vision was to create a centralized platform that provides price transparency and empowers dental practice owners.

The firm's business model is centered on its marketplace platform, which aggregates product catalogs from a wide array of vendors, including direct-sell manufacturers and distributors. This allows its clients—primarily dental professionals and purchasing managers—to compare prices and quality for over 100,000 product listings in one place. Revenue is generated by charging vendors a market-competitive commission on their monthly sales through the platform. Net32 handles customer service communications, allowing vendors to concentrate on order fulfillment. The platform's proprietary comparison shopping software is protected by a U.S. patent.

The service is designed to reduce overhead costs and simplify the purchasing process for dental practices, from solo offices to larger group networks. It enables users to search, compare, and order from multiple vendors, view real-time pricing, and read thousands of verified reviews from other dental professionals. The platform also offers features like order consolidation to help clients save on shipping costs. In early 2025, the company appointed Andreas Frank, a veteran of the dental and medical industries, as its new CEO to steer its next growth phase. In 2021, the company reported 33% revenue growth and a 26% increase in transaction volume.