It is no revelation that the healthcare payment system in America is broken. That includes dental plans, where an estimated 50 percent of the $110 billion Americans spend each year on dental bills is paid out of pocket. Jake Winebaum thinks there is a better way to reduce those out-of-pocket expenses, and he's quietly launched Brighter to offer online marketplace for dental care with negotiated discounts. Brighter is part of a new class DIY healthcare startups just now beginning to emerge. These work outside the traditional health insurance industry. "Our mission is to provide affordable dental care to people without dental insurance," says Winebaum, who is best known for starting Business.com in 1999 and eventually selling it for $350 million . He founded Brighter last year, and raised $5 million from Mayfield in January.