What Sets Us


Thank you for taking time to learn more about orthodontics and your Invisalign® Diamond Plus orthodontists, Drs. Michael Insoft and Rita Hurst. We are known for providing highly personalized care in St. Petersburg and Seminole, because we genuinely care about each of our patients. We welcome you to join us today & transform your smile into the one you’ve always wanted!

High Quality Care

High-quality care and patient comfort are our highest mission. We pledge to provide the finest personal service and facilities for our patients, who will always enjoy a warm, relaxed, and comfortable environment.

Quality of Life & Individualized Care

Your practice is dedicated to improving the quality of life of our patients, advancing their well-being, and meeting all their real and perceived clinical, psychological, emotional, and personal needs.

We recognize that every patient has unique wants and needs, and it is our highest priority to provide individualized care for every patient

What Makes Us Different?

You are our top priority. Our team is dedicated to helping you achieve the perfect smile with an exceptional treatment experience, in a happy, friendly atmosphere.
Dr. Insoft smiling for the picture, standing against a green background.

Meet Dr. Insoft

“Working as an orthodontist has been a true blessing in my life. I can hardly call my profession as an orthodontist ‘work,’ because I thoroughly enjoy creating beautiful smiles on a daily basis!”
Rita Hurst smiling against a green background.

Meet Dr. Hurst

“Orthodontics is the greatest profession in the world. I couldn’t imagine doing anything else! I use my education and hands-on training to the best of my abilities to give patients the best results possible. I do whatever it takes to make my patients completely happy with their treatment and strive to achieve perfection!”
Ryan and a patient in the office talking to one another. And the patient is holding a mirror to see her braces.

Your First Visit

Your first visit to our office is complimentary and designed to provide you with as much information about your orthodontic and dental needs as possible.

If You Have Questions, We Have Answers!

We’re here to answer your questions, and we want you to know your options! Please don’t hesitate to reach out to us at any time. Our main goal is to provide you with the most innovative options available, and we believe patient education is essential for helping you achieve the greatest results.

Dr. Insoft, Dr. Hurst and our experienced team are here to help guide you throughout your treatment process, from your first visit to your last visit.

Ready to begin your smile transformation process? Let’s get started with your complimentary exam at one of our convenient Seminole or St. Petersburg locations!