Reimagining Dental Care with AI: The Vision Behind KELLS

For Jie Feng, PhD, the inspiration behind KELLS came from a clear and persistent problem: dental care in the U.S. is often confusing, expensive, and outdated for everyday people. Jie, who has experience in both AI and healthcare, witnessed firsthand how almost one in four Americans do not receive dental benefits, and how many others find it difficult to understand treatment plans or feel comfortable making decisions about their oral health. To change that reality, KELLS was established. KELLS is the first AI-native, customer-focused dental plan that is intended to reduce rather than increase challenges by offering clarity, assurance, and affordable access to care.

It has not been easy to develop something new in the healthcare industry, particularly in the dental field. One of the biggest challenges has been shifting long-standing mindsets in an industry that moves cautiously and takes time to adopt innovation. Limited resources and difficult trade-offs were also part of the journey. Rather than chasing perfection, the KELLS team stayed grounded in real user needs, listening closely to feedback and iterating quickly. This focus on people over process has helped the company steadily earn trust and momentum.

The Tech Incubator at Queens College (TIQC) has played a valuable role in supporting KELLS along the way. Through opportunities to showcase the company, receive candid feedback, and connect with a community of founders, TIQC helped pressure-test ideas early and avoid common startup pitfalls. The mentorship and exposure encouraged bigger thinking while providing a supportive environment to refine strategy and direction.

Jie advises new entrepreneurs to begin with a genuine issue rather than an extravagant fix. It’s crucial to communicate with users early on, even if their ideas seem incomplete. Although progress in startups can seem slow, patience and perseverance frequently result in unexpected breakthroughs. One of the most effective ways to develop is to share ideas before everything feels “ready.”

In the future, KELLS is concentrated on growing through partnerships and increasing access for both staff and customers. The team continues to strengthen its AI capabilities and provider network, all with a simple goal in mind: making dental care more convenient, transparent, and affordable; something people actually want to engage with.

Website: https://www.getkells.com/
LinkedIn: https://www.linkedin.com/company/kells-inc/