Objectives This study aimed to evaluate parents’ Willingness to Invest (WTI) in their children’s oral health in terms of money, visits to a dental practice, and brushing minutes. Objectives were to assess the association between parents’ WTI and a) children’s dental caries experience, b) children’s oral hygiene behavior (OHB), and c) maternal education level and ethnic background. Methods A sample of 630 five to six-year-old-children was recruited from pediatric dental centers in the Netherlands. Children’s dmft scores were extracted from personal dental records. Parental questionnaires were used to collect data on parents’ WTI, children’s OHB, maternal education level and ethnicity. Results On average, parents were willing to spend a maximum of €37 per month, 3.0 dental visits per year, and 4.5 brushing minutes per day to maintain good oral health for their child. The mean dmft was significantly higher in children whose parents were willing to pay more money and visit the dentist more often (P = 0.028 and P = 0.002, respectively), while the mean dmft was significantly lower in children of parents who were willing to invest more brushing minutes (P < 0.001). Parental WTI in terms of money and brushing minutes was higher in native and higher-educated parents, and was associated with more favorable OHB of children. Conclusions Parents’ WTI in their children’s oral health is related to children’s dental caries status and reported OHB. Results suggest that children are better off when parents are willing to invest in self-care, rather than in money or dental visits.