Wisconsin Vision, Inc.
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.
- Company typePrivate
- Founded1978
- HeadquartersNew Berlin, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
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.
Wisconsin Vision, Inc. firmographics
Firmographics- 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
Wisconsin Vision, Inc. industry classification
Industry- 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
Where Wisconsin Vision, Inc. is headquartered
LocationHeadquarters
- HQ city
- New Berlin
- HQ country
- United States
- HQ region
- North America
Offices26 records
Markets served
Wisconsin Vision, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Eye Exams: Comprehensive eye exams for adults, children, and seniors including contact lens fittings. Base price $75, with insurance billing for covered patients.
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | $75 Eye Exam |
| Unit Pricing | Pay-as-you-go | $99 Prescription Sunglasses Package |
| Unit Pricing | Pay-as-you-go | 20% Senior Discount |
| Unit Pricing | Pay-as-you-go | 20% Union Member Discount |
| Transaction based/ take rate | Monthly | Insurance-Covered Services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Wisconsin Vision, Inc. product offering
Product offeringCore 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
Companies that use Wisconsin Vision, Inc.
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles6 records
Wisconsin Vision, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wisconsin Vision, Inc. partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered minor and core.
- OptaseminorExclusive partnership offering 10% off first order using promo code Wisconsin10. Limited to single-use transaction. Partnership promoted on Wisconsin Vision website homepage.
- EyeMed Vision CarecoreIn-network vision insurance provider. Wisconsin Vision eye doctors accept EyeMed insurance at all locations for routine eye exams, eyeglasses, and contact lenses.
- VSP Vision CarecoreIn-network vision insurance provider. Eye exams, eyeglasses, prescription frames, and contact lenses covered under VSP plans.
- Superior VisioncoreIn-network vision insurance provider offering coverage for eye care services and eyewear.
- Spectera Health ServicescoreIn-network vision insurance provider through United Healthcare for eye exams, glasses, and contacts.
- Davis VisioncoreIn-network vision insurance provider covering eye exams, contact lenses, eyeglasses, and lens treatments. Includes Exclusive Collection of designer frames.
- QuartzcoreWisconsin-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 ShieldcoreIn-network vision insurance provider for eye exams, prescription eyeglasses, frames, and contact lenses.
- CignacoreIn-network vision insurance provider covering comprehensive eye exams, prescription eyeglasses, sunglasses, and contact lenses.
- United Healthcare VisioncoreIn-network vision insurance provider for eye exams, prescription eyeglasses, and contact lenses.
- MedicarecoreMedicare vision coverage accepted for comprehensive eye exams, prescription eyeglasses and related services.
- NVA (National Vision Administrators)coreIn-network vision insurance provider covering prescription eyeglasses, contact lenses, and eye exams.
- AvesiscoreIn-network vision insurance provider for eye care services.
- MetLifecoreIn-network vision insurance provider covering eye exams, eyeglasses, and contact lenses.
- Network HealthcoreIn-network vision insurance provider covering eye exams, prescription eyeglasses, sunglasses, and contact lenses.
- Arise Health PlanminorIn-network vision insurance provider for eye exams, prescription eyewear, and contact lenses.
- WEA TrustminorNot-for-profit insurance company vision network provider for eye care services.
- WPS Health SolutionsminorIn-network vision insurance provider covering eye exams, prescription eyewear, and contact lenses.
- UMRminorIn-network vision insurance provider (United Medical Resources) covering eye exams, glasses, frames, and contact lenses.
- Union Health & Welfare FundscoreAccepts 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
Wisconsin Vision, Inc. competitors and assessment
Company assessmentDirect 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
Wisconsin Vision, Inc. social profiles
Digital presenceWisconsin Vision, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wisconsin Vision, Inc. leadership team
Management profileNumber of profiles
Wisconsin Vision, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wisconsin Vision, Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wisconsin Vision, Inc.
What does Wisconsin Vision, Inc. do?
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.
Is Wisconsin Vision, Inc. a public or private company?
Wisconsin Vision, Inc. is a private company. It is classified as family owned and is currently operating.
When was Wisconsin Vision, Inc. founded?
Wisconsin Vision, Inc. was founded in 1978. It employs 101 to 250 people.
Where is Wisconsin Vision, Inc. based?
Wisconsin Vision, Inc. is headquartered in New Berlin, United States, in the North America region.
How does Wisconsin Vision, Inc. make money?
Five revenue lines are on record. Eye Exams are the primary driver. The others are eyeglasses Sales, contact Lens Sales, vision Insurance Billing and lens Treatments and Add-ons.
Who are Wisconsin Vision, Inc.'s main competitors?
Direct peers on record are Stanton Optical, LensCrafters, Warby Parker, Pearle Vision, For Eyes Optical and America's Best Contacts & Eyeglasses. Zenni Optical is listed as an emerging player. Broad incumbents are Target Optical and Costco Optical. Shopko Optical is listed as a regional player.
Does Wisconsin Vision, Inc. have an API?
No public API is recorded for Wisconsin Vision, Inc..
What industry is Wisconsin Vision, Inc. in?
Wisconsin Vision, Inc.'s product category is Retail Optical Services. Its primary akta.pro industry code is HLAKAKAB, Optometry Clinics (Primary Eye Care), with a secondary code of HLAHAJAD, Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment). Its NAICS code is 62132 and its SIC code is 3851.