Wisconsin Vision, Inc.

What Wisconsin Vision, Inc. does

Wisconsin Vision, Inc. is a privately held, independently and family-owned optical retail company headquartered in New Berlin, Wisconsin, operating 26 retail eye care centers across the state covering Milwaukee, Madison, Waukesha, the Fox Valley, Racine/Kenosha, Green Bay, and Sheboygan. Founded in 1978, the company describes itself as the largest independently owned optical company in Wisconsin and the largest family-owned optical in the Midwest. Its core offering spans comprehensive eye examinations (adult, children, senior, contact lens fittings, and telehealth), prescription eyeglasses and sunglasses, contact lenses, and prescription safety eyewear, supported by an in-house lens fabrication and finishing lab in New Berlin that produces custom lenses domestically. The product catalogue carries designer frame brands such as Gucci, Prada, Oakley, Nike, Ray-Ban, Coach, and Calvin Klein alongside value-priced options.

The business generates revenue through a mix of one-time exam fees (base $75), eyeglass and contact lens sales, insurance reimbursements, and recurring contact lens subscriptions via its EyeSubscribe online portal. It is an in-network provider for 18+ major vision insurance plans including EyeMed, VSP, Davis Vision, Blue Cross Blue Shield, Cigna, United Healthcare, Medicare, and Quartz, and accepts CareCredit financing with interest-free 6-12 month plans plus HSA/FSA payments. Distribution is exclusively physical retail plus a contact lens e-commerce channel, with marketing conducted through the company website, paid social channels (Facebook, Instagram, YouTube, X, TikTok), promotional offers, and partnerships with union health and welfare funds. Customer concentration is diffuse across consumer segments (adults, children, seniors, union members, uninsured, and insured patients), and the company does not disclose revenue.

Name

Wisconsin Vision, Inc.

Legal name

Wisconsin Vision, Inc.

Website

https://wisconsinvision.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

101–250 employees

Short description

Wisconsin Vision is a privately held, family-owned optical retailer operating 26 eye care centers across Wisconsin, offering eye exams, prescription eyeglasses, contact lenses, and an in-house lens lab, with broad vision insurance acceptance and a contact lens subscription portal.

Ownership category

akta.pro rank

Product category

Retail Optical Services

NAICS

Offices of Optometrists (62132), Optical Goods Retailers (45613), Ophthalmic Goods Manufacturing (339115)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optometry Clinics (Primary Eye Care) (HLAKAKAB)

akta.pro secondary industry

Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)

Keywords

• Retail optical services
• Eye care services
• Prescription eyewear
• Contact lens fittings
• Vision insurance billing

Headquarters

HQ city

New Berlin

HQ country

United States

HQ region

North America

Offices26 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Eye Exams: Comprehensive eye exams for adults, children, and seniors including contact lens fittings. Base price $75, with insurance billing for covered patients.
2. Eyeglasses Sales: Sale of prescription eyeglasses, frames, and optical lenses. Includes designer brands (Gucci, Nike, Ray-Ban, Coach, Oakley, Prada, Calvin Klein) and value-priced options. Revenue varies by frame choice, lens type, and insurance coverage.
3. Contact Lens Sales: Contact lens sales through online portal (EyeSubscribe) and in-store ordering. Carries major brands: Johnson & Johnson (Acuvue), Alcon, Bausch + Lomb, CooperVision. Includesrebates and free shipping on orders over $99.
4. Vision Insurance Billing: In-network provider for major vision insurance plans including EyeMed, VSP, Superior Vision, Spectera, Davis Vision, Quartz, Blue Cross Blue Shield, Cigna, United Healthcare, Medicare, NVA, Avesis, MetLife, and more. Revenue derived from insurance reimbursements and patient copays.
5. Lens Treatments and Add-ons: Additional coatings and treatments including anti-reflective coating, blue light filtering, lens materials, and lens types (bifocals, progressives).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Wisconsin Vision operates 26 retail optical stores across Wisconsin delivering comprehensive eye care services including eye exams for adults, children, and seniors, contact lens fittings, telehealth consultations, prescription eyeglasses, contact lenses, and prescription sunglasses. The company runs an in-house lens fabrication lab in New Berlin, WI that produces and finishes custom optical lenses with multiple quality checks. It serves insured and uninsured patients by accepting 18+ major vision insurance plans, offering financing through CareCredit, and providing senior and union member discounts.

Product overview

Wisconsin Vision is an independently family-owned optical company operating 26 eye care centers across Wisconsin. The company offers a comprehensive portfolio of eye care products and services organized around three core offerings: eye examinations (including adult, children, senior, contact lens, and telehealth exams), prescription eyewear (eyeglasses, sunglasses, safety glasses, and blue light filtering glasses), and contact lenses (with online ordering via EyeSubscribe portal). The product ecosystem includes a New Berlin-based lens fabrication laboratory for custom lens manufacturing and finishing, professional eyeglass repair services, and acceptance of major vision insurance plans plus CareCredit financing. The company differentiates through its retail optical stores staffed by optometrists and opticians, providing in-person consultation, frame fitting, and personalized eyewear recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• EyeSubscribe: Online portal for ordering contact lenses through Wisconsin Vision
• COR Eyewear

Products and services

• Comprehensive Eye Exams Comprehensive eye examinations for adults, children, and seniors including routine vision checks, prescription updates, and ocular health assessments. Standard price $75 with insurance billing available.
• Contact Lens Exams and Fittings

Quantifiable outcome

• 26 retail optical locations across Wisconsin
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered minor and core.

• OptaseminorGTM or Marketing PartnerExclusive partnership offering 10% off first order using promo code Wisconsin10. Limited to single-use transaction. Partnership promoted on Wisconsin Vision website homepage.
• EyeMed Vision CarecoreOthersIn-network vision insurance provider. Wisconsin Vision eye doctors accept EyeMed insurance at all locations for routine eye exams, eyeglasses, and contact lenses.
• VSP Vision CarecoreOthersIn-network vision insurance provider. Eye exams, eyeglasses, prescription frames, and contact lenses covered under VSP plans.
• Superior VisioncoreOthersIn-network vision insurance provider offering coverage for eye care services and eyewear.
• Spectera Health ServicescoreOthersIn-network vision insurance provider through United Healthcare for eye exams, glasses, and contacts.
• Davis VisioncoreOthersIn-network vision insurance provider covering eye exams, contact lenses, eyeglasses, and lens treatments. Includes Exclusive Collection of designer frames.
• QuartzcoreOthersWisconsin-based vision insurance provider. In-network at all Wisconsin Vision locations with coverage for eye exams, glasses, and contacts. Some plans include $100 credit for adult eyewear.
• Blue Cross Blue ShieldcoreOthersIn-network vision insurance provider for eye exams, prescription eyeglasses, frames, and contact lenses.
• CignacoreOthersIn-network vision insurance provider covering comprehensive eye exams, prescription eyeglasses, sunglasses, and contact lenses.
• United Healthcare VisioncoreOthersIn-network vision insurance provider for eye exams, prescription eyeglasses, and contact lenses.
• MedicarecoreOthersMedicare vision coverage accepted for comprehensive eye exams, prescription eyeglasses and related services.
• NVA (National Vision Administrators)coreOthersIn-network vision insurance provider covering prescription eyeglasses, contact lenses, and eye exams.
• AvesiscoreOthersIn-network vision insurance provider for eye care services.
• MetLifecoreOthersIn-network vision insurance provider covering eye exams, eyeglasses, and contact lenses.
• Network HealthcoreOthersIn-network vision insurance provider covering eye exams, prescription eyeglasses, sunglasses, and contact lenses.
• Arise Health PlanminorOthersIn-network vision insurance provider for eye exams, prescription eyewear, and contact lenses.
• WEA TrustminorOthersNot-for-profit insurance company vision network provider for eye care services.
• WPS Health SolutionsminorOthersIn-network vision insurance provider covering eye exams, prescription eyewear, and contact lenses.
• UMRminorOthersIn-network vision insurance provider (United Medical Resources) covering eye exams, glasses, frames, and contact lenses.
• Union Health & Welfare FundscoreOthersAccepts multiple union health and welfare plans including Carpenter's Health and Welfare Fund, Central States, IBEW Local 481, Laborers, Roofers, Sheet Metal Workers, Teamsters Local 135, Wisconsin Education Association, Wisconsin Electrical Employees Benefit Fund, Wisconsin Health Fund, and UFCW Unions Health Plan. Union members receive 20% discount.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stanton Optical: Stanton Optical runs multi-state optical retail stores offering eye exams, prescription eyewear, and contact lenses with same-day service options — directly comparable to Wisconsin Vision on retail optical store model, insurance billing, and value-priced offerings.
• LensCrafters: LensCrafters operates a large national chain of optical retail stores offering eye exams, prescription eyeglasses, contact lenses, and designer frames — directly comparable to Wisconsin Vision's core offering and target customer base.
• Warby Parker: Warby Parker sells prescription eyewear and contact lenses through a hybrid of retail stores and direct-to-consumer e-commerce, including online eye exams — directly competing with Wisconsin Vision on frame assortment, price transparency, and convenience.
• Pearle Vision: Pearle Vision is a national optical retail franchise providing eye exams, eyeglasses, and contact lenses with in-network insurance acceptance — directly competing with Wisconsin Vision in brick-and-mortar optical retail with similar pricing and insurance-driven business model.
• For Eyes Optical: For Eyes Optical is a national optical retail chain offering comprehensive eye exams, prescription eyewear, and contact lens fittings — directly comparable to Wisconsin Vision on in-store exam-and-eyewear model with insurance billing and designer frame assortment.
• America's Best Contacts & Eyeglasses: America's Best operates high-volume optical retail stores offering eye exams, eyeglasses, and contact lenses with aggressive value pricing and broad insurance acceptance — directly comparable to Wisconsin Vision's positioning on affordability and accessibility.

Emerging players

• Zenni Optical: Zenni Optical is a leading direct-to-consumer online eyewear retailer competing on low price points and convenience — a partial-overlap peer to Wisconsin Vision's online contact lens portal and frames category, particularly relevant for value-seeking and digitally native customer segments.

Broad incumbents

• Target Optical: Target Optical provides eye exams and prescription eyewear inside Target stores nationwide, accepting major vision insurance plans — comparable to Wisconsin Vision in core offering and insurance-driven model, though operating as part of a broader big-box retail portfolio rather than a standalone optical specialist.
• Costco Optical: Costco Optical delivers eye exams, prescription eyeglasses, and contact lenses within warehouse club stores at competitive member pricing — comparable to Wisconsin Vision on value-priced optical products and insurance acceptance, though embedded within a broader membership retail model.

Regional players

• Shopko Optical: Shopko Optical operates optical retail locations concentrated in the Upper Midwest, including Wisconsin, providing eye exams, eyeglasses, and contact lenses — a regionally overlapping peer to Wisconsin Vision, particularly relevant given the shared Wisconsin market and similar independent chain heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wisconsinvision
• YouTubeyoutube.com/user/WisconsinVision
• Facebookfacebook.com/wisconsinvision
• Instagraminstagram.com/wisconsinvision
• TikToktiktok.com/discover/wisconsin-vision
• LinkedInlinkedin.com/company/wisconsin-vision-inc.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Wisconsin Vision, Inc.