Founding CEO Rebecca York Transitions to New Role After 30 Years

Superior Dental Care (SDC) has named a new CEO as the company celebrates their 30th anniversary.

SDC veteran Traci Harrell succeeds founding CEO Rebecca (Becca) York, who now serves as the company's corporate advisor. York led the company as CEO since its inception in 1986 with the mission of providing employers and their employees the best value in dental benefits.

York stepped into the corporate advisor role as SDC celebrated their 30th anniversary this year. At the recommendation of York and SDC's Board of Directors, Traci Harrell was named as SDC's new chief executive officer.

"I was very happy to recommend Traci as my successor in the role of CEO. Traci's innovative vision, keen business instinct and passion for what SDC stands for as a company will ensure our original mission of providing superior dental care to our members will continue," York said.

Traci Harrell, CEO of Superior Dental Care

Harrell joined SDC in 1994 as an account executive. Since then, she has held several key roles at the company including director of sales and chief marketing officer. Harrell is a member of Health Underwriters and has previously served on industry boards at both state and local levels.

In recent years, Harrell has led the creation and implementation of multiple new initiatives at SDC including a national network expansion more than 40 times larger than SDC's original regional network, free second opinions on proposed dental treatments, Superior Wellness Bundles that combine SDC's dental plans with other ancillary group benefits from SDC, and much more. 

"I'm honored to follow in Becca's footsteps as the staff and I work to continue what she and the founding dentists started 30 years ago when they launched the first dentist-owned dental care company in this region. I'm proud to help lead SDC into the next chapter of our company's history, keeping our original mission at heart as we continue to make dental care and other ancillary benefits viable components of employee benefit packages. I hope to bring as much passion and spirit to the company as Becca did over the past 30 years and will continue her commitment of keeping the best interests of our members, dentists and clients at the core of all we do here at SDC," said Harrell.