Bracken Killpack: Growing Value, Reducing Cost - Reflecting on Year 1 of Reimagining WSDA Membership

Jan 7, 2026
One year ago, we launched the first phase of WSDA’s reimagined membership model with a clear goal: make it easier for more dentists to see that the value of organized dentistry exceeds the cost of belonging. With a full year of data behind us, we can say the new model is working.

Bracken Killpack
WSDA Executive Director

"When the price of membership better matches the value members experience, more dentists choose to join and stay."

One year ago, we launched the first phase of WSDA’s reimagined membership model with a clear goal: make it easier for more dentists to see that the value of organized dentistry exceeds the cost of belonging. With a full year of data behind us, we can say the new model is working.

For early career dentists, we set out to remove cost as a barrier to joining. Dentists in their first year out of dental school paid $0 for 2025 Tripartite (ADA, WSDA, and local dental society) membership. Those two to five years out paid no more than $37 per month, or $444 annually—a 60–75% reduction from the full 2024 rate. These changes sent a simple message: we want new dentists in Washington connected to their professional community from day one.

For members six or more years out of dental school, we also lowered the price of belonging. The base 2025 Tripartite membership for 6+ members was capped at $104 per month ($1,249 annually), an 18% reduction from 2024. Members who chose Washington Dentists’ Insurance Agency (WDIA) as their professional liability agent received an additional $250 WDIA Appreciation Discount, bringing their 2025 dues down to $999 annually, or about $83 per month—30% or more below 2024 levels.

What did we see in year one?

  • New member growth has nearly doubled compared to 2024. We already have more active members in 2025 than we had at the end of last year, putting us on track to finish with a higher membership market share.
  • Retention among early career dentists has jumped by about 13%, and retention among dentists more than six years out of school is also up.

Together, these results validate our core belief that when the price of membership better matches the value members experience, more dentists choose to join and stay.

As we move into year two of the pilot in 2026, we are building on that success.

  • Rates for early career dentists will remain unchanged from 2025.
  • For dentists six or more years out of dental school, WSDA’s portion of membership rates will decrease by an additional $250. If you received the WDIA Appreciation Discount in 2025, your WSDA rate will remain the same. If you did not, your WSDA membership will be $250 less in 2026 than it was in 2025.

Lowering what you pay does not mean lowering what you receive. WSDA is deliberately reducing its reliance on membership dues by increasing non-dues revenue from programs and services that deliver tangible value at the practice level. In the FY 2026 budget, membership dues account for only 16% of WSDA’s total revenue; 84% comes from other sources.

Those other sources are growing quickly. ComplyBetter, our compliance platform, has about 250 office subscriptions in its first nine months and supports more than 1,400 users, with expansion to at least two additional states planned for 2026. WSDA L&I Advantage (formerly WSDA Retro) is projected to contribute more than $1 million in non-dues revenue in FY 2026 while managing L&I claims for over 1,100 participating members. WDIA is on track to once again be the largest professional liability agent for Washington dentists, serving more than 1,400 dentists through MedPro and other carriers. And at PNDC 2025 we welcomed more than 4,600 attendees—our best showing of the decade—with an even bigger meeting ahead at the Seattle Convention Center Summit building, May 28-30, 2026.

Using WSDA’s products and services creates a virtuous cycle. When you choose ComplyBetter, WSDA L&I Advantage, WDIA, PNDC, and other offerings, you receive practice and professional support. The revenue these programs generate is reinvested into advocacy, education, and member services—and used to bring down the cost of membership for everyone.

2025 has been an outstanding first year for our new membership model. With your continued engagement, we believe 2026 can be even better. Thank you for your support of WSDA and organized dentistry in Washington.

WSDA Services

This article originally appeared in Issue 4, 2025 of the WSDA News.