Brighter Relaunches Up Front Dental Discounts Program, the online, upfront dental pricing and referral service based in Santa Monica, and headed by longtime Silicon Beach entrepreneur Jake Winebaum, has relaunched, swizzling its model away from a monthly membership program and towards direct, upfront pricing and referrals to local dentists. The startup, which had begun by offering up access to its network of dentists and discounted dental plans via a monthly subscription plan, now lets users directly find and book appointments with dentists at an upfront price.

Brighter is venture backed by Mayfield. Brighter is aiming at the many people who do not have dental insurance, and who currently are forced to pay full price, non-negotiated rates for their dental work. Weinbaum is a longtime Los Angeles entrepreneur, known for (sold to R.R. Donnelly), eCompanies, and his investments in JAMDAT Mobile, Boingo Wireless, and USBX, among many others.