Online dental shopping service Brighter.com announced Thursday that it has expanded its service to include roughly 350 dental professionals in Orange County, after operating exclusively in Los Angeles since the direct-to-consumer product launched last June.

The service offers users access to more than 700 Los Angeles-area dentists.

The company allows users to shop pre-negotiated rates it says are comparable to those offered by insurance companies, but without the premiums and red tape.

Roughly 50 percent of Americans lack dental insurance coverage, according to a company press release.

Jake Winebaum, Brighter.com’s founder and chief executive, said the company aims to use technology to plug gaps in the dental service market since the Affordable Care Act does not mandate dental coverage.

“We are working with the top dentists in both Los Angeles and Orange County to not only offer a level of price transparency that was not available before,” Winebaum said in an email, “But to also pre-negotiate the rates of these dental procedures to make care affordable and accessible, especially for those paying out-of-pocket.”

The company added it has plans to expand statewide by the end of the year. Brighter.com is backed by investors including Mayfield Fund, Benchmark and Tenaya Capital.