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32Co, a London-based company specializing in clear aligner orthodontics, shows strong potential in the health tech market. By catering directly to consumers, it can undercut traditional braces pricing and appeal to those seeking more comfortable and aesthetically pleasing alternatives. Balderton Capital's investment signals confidence in 32Co's potential. Primary competition includes traditional braces and other clear aligner brands, but 32Co could differentiate itself through superior product quality, customer service, or more affordable pricing. Success will hinge on its ability to clearly define these unique selling points and effectively communicate them to potential customers.