What Optify Online does

Optify Online (legal entity Electric Avenue Software, Inc.) is a Solana Beach, California-based SaaS company founded in 2019 by Dave Barton and Nick Giancola that builds optical ecommerce and patient engagement software exclusively for independent eyecare practices. The platform addresses the structural disadvantage independent optometrists face against online eyewear retailers by digitizing their real frame inventory through credential-based daily EHR/PMS synchronization, and layering virtual try-on (powered by FittingBox) and automated pre-shop and walk-out recovery messaging on top. Reported customer outcomes include a 10–13% increase in optical capture rate, 15–20% higher average patient spend, and 10–15 minutes saved per dispensing encounter.

Name

Optify Online

Legal name

Electric Avenue Software, Inc.

Website

https://optifyonline.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Optify Online is a SaaS platform that helps independent eyecare practices put their real frame inventory online with virtual try-on and automated pre-shop messaging to increase optical capture rates.

Ownership category

akta.pro rank

Product category

Optical Ecommerce SaaS

NAICS

Optical Goods Retailers (45613), Offices of Optometrists (62132)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)

akta.pro secondary industry

Optical & Eyewear Store-in-Store (CRAGAHAF)

Keywords

• Optical ecommerce software
• Patient engagement platform
• Eyewear virtual try-on
• EHR inventory sync
• Pre-shop messaging

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription Revenue - Website Plan: Monthly subscription SaaS model at $89/mo for professional practice websites with CMS, SEO optimization, and mobile-responsive design. Month-to-month pricing.
2. Subscription Revenue - Launch Plan: Monthly subscription at $149/mo for EHR integration, virtual try-on, and digital frame catalog. Includes onboarding specialist and phone support. Month-to-month.
3. Subscription Revenue - Grow Plan: Premium tier at $299/mo with annual service contract required. Includes automated pre-shop messaging, walk-out recovery, advanced analytics with ROI reporting, patient preference insights, multi-location support, and dedicated account management.
4. Website Bundle Add-on: $50/mo add-on to bundle website with Launch or Grow plans, saving $39/mo vs standalone pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Optify Online provides a vertical SaaS platform that lets independent eyecare practices put their real frame inventory online with virtual try-on, automated pre-shop SMS/email messaging, walk-out recovery campaigns, and daily EHR/PMS inventory sync. The product is sold as three monthly subscription tiers (Website $89, Launch $149, Grow $299) targeted at optometry and ophthalmology practices competing against online eyewear retailers.

Product overview

Optify Online is a modular optical ecommerce and patient engagement platform designed specifically for independent eyecare practices. The product portfolio consists of three main tiers: Website (a standalone practice website at $89/month), Launch ($149/month) which adds the core digital storefront with real frame inventory, virtual try-on, and EHR integration, and Grow ($299/month) which layers on automated pre-shop messaging, walk-out recovery campaigns, advanced analytics, and dedicated account management. Key features include Pre-Shop SMS that sends automated reminders before appointments, Walk-Out Recovery campaigns targeting patients who leave without purchasing, Virtual Try-On powered by FittingBox for at-home frame try-on, Second Pair Campaigns for upsell, Price Quote requests, In-Office Try-On, and Home Try-On with holding fees. The platform integrates with major EHR/PMS systems including Eyefinity, RevolutionEHR, EyeCloud Pro, CrystalPM, Compulink, OfficeMate, and Uprise to sync inventory automatically each day.

Differentiator

Problem solved

Functional benefit

Products and services

• Website A $89/month standalone professional practice website built for optical practices. Includes mobile-responsive design, SEO optimization, unlimited pages, pre-built templates, and an easy content management system that requires no technical skills. Sold to independent eyecare practices as a foundation tier.
• Launch A $149/month digital storefront plan that puts the practice's real frame inventory online with automatic daily EHR/PMS sync, a 550,000+ frame catalog, FittingBox-powered virtual try-on, basic conversion tracking, an onboarding specialist, and phone support. Sold to independent eyecare practices wanting to digitize browsing before appointments.
• Grow A $299/month premium plan (annual service contract required) that includes everything in Launch plus automated pre-shop SMS and email messaging, walk-out recovery campaigns, advanced analytics with ROI reporting, patient preference insights, multi-location support, and a dedicated account manager. Sold to independent and multi-location eyecare practices seeking automated patient engagement and measurable ROI.

Quantifiable outcome

• 10-13% increase in optical capture rate for practices using Optify's pre-shop workflows
• +7 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Vision SourcecoreChannel Partner/ Reseller/ DistributorVision Source is a key channel partner network of independent eyecare practices. Optify exhibited at Vision Source Exchange 2026 (Booth 256) with event-exclusive offers for attendees. The partnership provides access to Vision Source's network of independent practices.
• VSP Premier EdgecoreChannel Partner/ Reseller/ DistributorListed as a trusted platform and partner, providing access to VSP Premier Edge network of independent eyecare practices.
• EyefinitycoreTechnology or IntegrationEyefinity is an EHR/PMS integration partner. Optify connects to Eyefinity EHR and PM systems for automatic daily inventory sync. Integration requires user with Admin and Company Setup roles.
• RevolutionEHRcoreTechnology or IntegrationRevolutionEHR is an EHR integration partner. Optify creates a read-only user in the practice's Revolution system to sync patient data, appointments, and inventory.
• EyeCloud ProcoreTechnology or IntegrationEyeCloud Pro is an EHR integration partner. Practices email EyeCloud Pro support to initiate integration, which takes approximately 7 business days to complete.
• CrystalPMcoreTechnology or IntegrationCrystalPM is a practice management integration partner. Cloud-based, third-party hosted, and server-based setups supported with varying integration procedures.
• CompulinkcoreTechnology or IntegrationCompulink (Eyecare Advantage) is a practice management integration partner. Integration requires opt-in through Compulink client portal and selection of Optify as API partner.
• OfficeMatecoreTechnology or IntegrationOfficeMate is an EHR/PMS integration partner. Setup requires providing TeamViewer access to Optify for server-based implementations.
• FittingBoxcoreTechnology or IntegrationFittingBox provides virtual try-on technology used in Optify's Launch and Grow plans. Uses phone or laptop camera for AR-based frame try-on without app download.
• Frames DatacoreTechnology or IntegrationFrames Data provides the industry-leading optical frame catalog used to match and display inventory on Optify sites. Over 550,000 frames available.
• Marketing4ECPsminorChannel Partner/ Reseller/ DistributorWeb design partner that has created custom embed Optify widgets for client websites.
• RoyaminorChannel Partner/ Reseller/ DistributorWeb design partner that has created custom embed Optify widgets for client websites.
• Acquios AdvisorsminorStrategic or Co-development PartnerListed as a trusted platform and partner in Optify's logo section.
• TSO (Total Self Optical)minorChannel Partner/ Reseller/ DistributorListed as a trusted platform and partner in Optify's logo section.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• FittingBox: FittingBox is the virtual try-on technology provider that powers Optify's AR feature and also sells its own platform directly to optical retailers and brands. It is simultaneously a partner and an emerging competitor that could pursue the same independent practice market.
• Optical Marketplace Solutions / optical practice software vendors: Wider optical practice software vendors (including inventory and merchandising modules from EHR providers and optical-specific platforms) compete for the same practice technology budget. They represent the category of emerging/niche players building overlapping functionality for the same independent practice customer.
• MyFrameKeeper: MyFrameKeeper is a niche frame inventory management tool for optical practices. It competes with Optify at a more limited scope, focused on inventory tracking without the broader ecommerce, virtual try-on, and patient engagement features Optify offers.
• GlassesUSA: GlassesUSA is one of the largest online optical retailers and represents the competitive threat that drives independent practices to Optify. While not a SaaS peer, it shapes the addressable market dynamics by capturing patients who research and purchase eyewear online.

Direct peers

• EyeCarePro: EyeCarePro provides digital marketing, website design, and SEO services specifically to optometry and ophthalmology practices. It is a direct vertical competitor to Optify in helping independent eyecare practices build their online presence, though Optify adds an ecommerce/inventory merchandising layer EyeCarePro lacks.

Others

• Frames Data: Frames Data provides the optical industry frame catalog that Optify uses for its 550,000+ frame images. As the underlying data supplier, it is an enabling partner that could also offer adjacent merchandising tools to practices, creating both dependence and potential future overlap.

Broad incumbents

• Solutionreach: Solutionreach is a long-standing patient communication and engagement platform serving eyecare, dental, and medical practices. Like Weave, it competes for the patient messaging budget at optical practices but lacks the frame inventory ecommerce and virtual try-on specialization that defines Optify.
• RevolutionEHR: RevolutionEHR is a leading cloud-based EHR/practice management system for optometry that Optify integrates with. As an EHR incumbent, it controls the underlying data and could in principle build or acquire competing ecommerce/merchandising features for its customer base.
• Weave: Weave is a customer communication and engagement platform widely used by eyecare and dental practices for SMS, phone, and patient scheduling. Optify explicitly positions against Weave as an optical merchandising platform rather than a generic communication tool, making it an overlapping but adjacent competitor in the practice software stack.
• Eyefinity (VSP): Eyefinity is the dominant EHR/PMS provider in optometry and is owned by VSP Vision, Optify's other channel partner. As the practice management backbone used by ~75% of independent practices, Eyefinity could vertically integrate merchandising or bundle competing features with its existing software.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/optifyonline

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Optify Online