Choroida

What Choroida does

Choroida (legal entity CHOROIDA LTD) is an Egypt-rooted, UK-domiciled private medical-device company founded in 2018 that designs, manufactures, and sells smartphone-based ophthalmic imaging accessories for eye-care professionals. Its core product line consists of 3D-printed optical attachments that convert a clinician's smartphone into a portable fundus camera (Fundus Explorer and Fundus Explorer Pro), as well as universal adapters that turn any slit-lamp or surgical microscope into a photo-capable device (All-fit Smartphone Adapter, variable-size Slitlamp Adapter, Surgical Microscope Adapter). Key technical components include a built-in 150 Lumen LED light source and 22D lens on the Pro model, a 60gm lightweight form factor, rechargeable 260 mAh battery, more than 60 degrees field of view, and universal compatibility across smartphone models and slit-lamp/microscope eyepieces, with set-up claimed in under 10 seconds.

Choroida generates revenue through one-time hardware purchases priced between roughly $55 and $437, sold primarily via direct-to-consumer e-commerce through choroida.com with worldwide shipping. The company supplements its storefront with content marketing through an educational blog (educate.choroida.com), email newsletter lead capture offering discount codes, and an emerging distributor/reseller channel via a distribution request form. Target customers are individual practitioners and small clinics — chiefly ophthalmologists, optometrists, veterinary ophthalmologists, and medical students — who need affordable, portable retinal and slit-lamp imaging for screening, documentation, telemedicine, and outreach work in resource-limited or remote settings.

The business operates with a small team (11-50 employees) and no disclosed institutional capital beyond an F6 Ventures relationship recorded as a $0 round in 2020. Its competitive posture is built on cost reduction — claiming up to 96% lower cost than traditional indirect ophthalmoscopes — and on universal hardware compatibility, rather than on software, AI, or recurring revenue economics; the product line carries no AI/ML components, no subscription layer, and no integration partnerships beyond its own properties.

Name

Choroida

Legal name

CHOROIDA LTD

Website

https://choroida.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Choroida is an Egypt-rooted, UK-domiciled medical-device company that designs and sells 3D-printed smartphone-based ophthalmic imaging accessories, including fundus cameras and slit-lamp adapters, primarily to individual ophthalmologists, optometrists, veterinary ophthalmologists, and medical students worldwide through direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Ophthalmic Medical Devices

NAICS

Ophthalmic Goods Manufacturing (339115), Surgical and Medical Instrument Manufacturing (339112)

SIC

Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Cornea & External Disease Surgical Devices (Keratoplasty Tools, Cross-Linking Systems, Amniotic Membrane Delivery) (HLAHAJAK)

akta.pro secondary industries

Cataract Surgery Systems & IOLs (Phaco Systems, IOLs, Intraoperative Aberrometry, Viscoelastics) (HLAHAJAH), Ophthalmology & Vision Telemedicine Platforms (HLALAGAL)

Keywords

• Ophthalmic imaging devices
• Smartphone fundus cameras
• Retinal examination tools
• Slit lamp adapters
• Medical device manufacturing

Headquarters

HQ city

Cairo

HQ country

Egypt

HQ region

Africa

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: Choroida generates revenue through one-time sales of smartphone-based ophthalmic imaging devices including fundus scopes, slit-lamp adapters, and surgical microscope adapters. Products are sold at various price points with periodic promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Choroida designs, manufactures, and sells 3D-printed smartphone-based ophthalmic imaging hardware, including portable fundus cameras (Fundus Explorer, Fundus Explorer Pro) and universal adapters that connect smartphones to slit lamps and surgical microscopes. The products enable eye care professionals to perform retinal examination, fundus photography, and surgical documentation using their own smartphones instead of expensive dedicated equipment. Hardware is sold primarily via direct e-commerce with worldwide shipping and a distribution partner network.

Product overview

Choroida is a medical device company specializing in smartphone-based ophthalmic imaging solutions. Their product portfolio consists of three core hardware device categories: (1) Fundus Explorer funduscopes that transform smartphones into portable fundus cameras for retinal examination, including the standard Fundus Explorer and the advanced Fundus Explorer Pro with built-in LED lighting; (2) Slit lamp adapters including the universal All-fit adapter and variable-size Choroida Slitlamp Adaptor that convert any slit lamp into a photographic slit lamp; and (3) Surgical microscope adapters for smartphone-based surgical documentation. The products are 3D printed, portable, and designed to work with various indirect fundus lenses from manufacturers like Volk, Nikon, and Ocular. The company also offers accessory products including 20D retina lenses and protective shields, as well as bundle packages combining multiple devices. Choroida positions their solutions as affordable alternatives to traditional expensive fundus cameras, enabling eye care professionals in ophthalmology and optometry to perform fundus examination, documentation, and screening using smartphones.

Differentiator

Problem solved

Functional benefit

Products and services

• Fundus Explorer A portable smartphone fundoscope that attaches to any smartphone and works with indirect fundus lenses (Volk, Nikon, Ocular, Kashsurg) for fundus and retina examination. Weighs 60gm, 3D printed, and relies on the mobile phone LED flash light. Targeted at eye care professionals for portable, affordable retinal screening.
• Fundus Explorer Pro Advanced smartphone fundoscope with built-in 150 Lumen LED light source and built-in 22D lens. Compatible with all smartphones including those with multiple cameras, works on dilated eyes, and offers over 60 degrees field of view. Features a rechargeable 260 mAh battery and 6-month warranty. Targeted at eye care professionals needing consistent illumination independent of phone flash.
• All-fit Smartphone Adapter for Slitlamps and Surgical Microscopes Universal smartphone adapter that connects any smartphone to any slit lamp or surgical microscope, converting standard equipment into photo-capable devices. Features plug-and-play setup in under 10 seconds, portable, lightweight design with sharp image quality. Targeted at ophthalmologists and optometrists for documentation and education.
• Smartphone Adaptor for Surgical Microscopes 3D printed smartphone adapter compatible with all smartphones for connecting to surgical microscopes. Features adjustable sizing for various eyepiece diameters (28-44mm) and magnification options (10X-16X). Blocks flash light to rely on microscope lighting only. Targeted at surgeons and ophthalmic specialists for surgical documentation.
• Choroida Slitlamp Adaptor - Variable Sizes Slit lamp adapter suitable for all mobile phones and tablets. Features adjustable sizing for different eyepiece types (10X, 12X, 12.5X), portable, lightweight, and blocks flash light to use slit lamp illumination only. Converts slit lamps into photographic slit lamps for anterior and posterior segment documentation.
• 20D Retina Lens 20D Aspheric retina lens compatible with indirect ophthalmoscopes and Choroida Fundus Explorer devices for retinal examination. Sold as a standalone accessory product for ophthalmic imaging.
• Slitlamp Protective Shield - Universal Universal protective shield for slit lamps to protect both equipment and patients during ophthalmic examinations. Sold as a standalone accessory.
• Choroida Fundus Explorer with 20D Aspheric Lens Bundle Bundle package combining the Fundus Explorer device with a 20D Aspheric lens. Compatible with all mobile phones and other fundus lenses (Volk, Nikon, Ocular, Opticlear). Marketed at a discounted bundle price.
• Choroida Adapter's Package Package deal combining multiple Choroida smartphone adapters (slit lamp and/or surgical microscope adapters) for ophthalmic equipment at a discounted bundled price.

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Remidio Innovative Solutions: India-based developer of smartphone-based fundus cameras (e.g., Remidio NM-Pro, FOP) and teleophthalmology software. Closest functional competitor to Choroida's Fundus Explorer line, with overlapping target customers (ophthalmologists, optometrists, screening programs) and similar price-disruption thesis.
• D-EYE Srl: Italian maker of the D-EYE smartphone fundus imaging system, a clip-on ophthalmic lens that pairs with smartphones for retinal screening. Directly comparable smartphone-form-factor fundus product serving the same ophthalmology / screening use cases as Choroida's Fundus Explorer.
• Optomed Plc: Finland-based company producing handheld, non-mydriatic fundus cameras (Optomed Aurora/Smartscope) plus AI screening software. Comparable in serving portable fundus imaging for primary care, optometry, and screening, though Optomed's devices are dedicated cameras versus Choroida's smartphone attachment.
• Phelcom Technologies: Brazilian maker of the Eyer portable smartphone-based fundus camera with AI-assisted screening. Competes head-to-head with Choroida in cost-disruptive smartphone fundus imaging in emerging markets, with a similar practitioner-DTC and screening-program go-to-market.

Broad incumbents

• Volk Optical: Established US manufacturer of indirect ophthalmic lenses (Volk 20D, 28D, etc.) that are exactly the lenses Choroida's Fundus Explorer pairs with. Highly relevant as a complementary / incumbent supplier of the optical components that Choroida's adapters augment.
• Topcon Healthcare: Major ophthalmic imaging incumbent with a full portfolio of fundus cameras, OCT, and screening solutions (e.g., TRC-NW, Maestro). Sets the traditional price-and-quality benchmark Choroida is positioning against in the ophthalmology and optometry channel.
• Carl Zeiss Meditec: Global medtech leader across slit lamps, surgical microscopes and fundus imaging (e.g., VISUCAM, OPMI LUMERA). Comparable as the entrenched supplier of the slit-lamp and surgical-microscope hardware that Choroida's smartphone adapters attach to.
• Nidek Co., Ltd. Japanese manufacturer of fundus cameras and ophthalmic diagnostic equipment (e.g., AFC-330, Mirante). Competes indirectly in the retinal-imaging category Choroida targets, while also providing the slit-lamp and surgical microscope platforms Choroida's adapters work with.
• Welch Allyn (Baxter): Long-established maker of portable diagnostic devices used by eye-care and primary-care practitioners (including handheld ophthalmoscopes and retinal screening tools). Relevant as a portable-ophthalmic incumbent whose practitioner channel and workflow integration Choroida competes against.

Emerging players

• Eyenuk, Inc. US-based AI-screening company (EyeArt) for diabetic retinopathy and other retinal diseases, integrated with fundus cameras. Comparable as an emerging play in accessible retinal screening that complements hardware like Choroida's on the teleophthalmology and screening-program side.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Choroida