What Milwaukee Eye Care does

Milwaukee Eye Care is a privately-held, physician-owned ophthalmology and optometry group practice founded in 1933 as the first dedicated eye care practice in Milwaukee, Wisconsin. The practice operates four clinic locations (Bayside, Brookfield, Franklin, and Milwaukee East Side) and is staffed by four fellowship-trained ophthalmologists covering cornea/refractive, glaucoma, medical retina, and oculoplastics subspecialties, alongside five board-certified optometrists. Total headcount is in the 11-50 range.

The clinical offering spans the full eye care continuum: refractive surgery (All-Laser Wavelight LASIK, Contoura Vision topography-guided LASIK, PRK, and EVO ICL implants), cataract surgery (including femtosecond laser-assisted and Quick Recovery phaco techniques with a full menu of premium IOLs such as Light Adjustable, PanOptix, Vivity, toric, and multifocal), glaucoma management (medical therapy plus a comprehensive MIGS portfolio including iStent, Hydrus, XEN, and canal-based devices), retina and macular disease care, oculoplastic and aesthetic services, and routine eye care. Each location houses an integrated full-service optical department, and a separate e-commerce storefront (shop.milwaukeeeyecare.com) extends retail reach online.

Revenue is generated through insurance-billed professional services (Medicare, Medicaid, commercial plans, vision plans including EyeMed, NVA, and VSP), patient-paid elective procedures (LASIK/PRK and premium IOL upgrades priced as bundled one-time fees), optical retail (frames, lenses, contacts), and financing facilitated through CareCredit. The go-to-market motion is sales-led but localized: direct-to-patient scheduling via phone and online portal, supplemented by a B2B optometrist referral network for surgical cases, organic SEO across location-specific service pages, social media, and active review management. The practice positions optometrists as co-management partners and is sustained by a 90+ year regional brand reinforced by consecutive Best of Milwaukee awards (2015-2025), Top Doctors honors, and a 2020 INVISION America's Finest Optical Retailers recognition.

Name

Milwaukee Eye Care

Legal name

Milwaukee Eye Care

Website

https://milwaukeeeyecare.com

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

11–50 employees

Short description

Milwaukee Eye Care is a privately-held, physician-owned ophthalmology and optometry group practice founded in 1933, operating four clinic locations in the Milwaukee metro and offering the full spectrum of eye care from routine exams to advanced surgical procedures, premium IOLs, MIGS, LASIK, and integrated optical retail.

Ownership category

akta.pro rank

Product category

Ophthalmology and Optometry Services

NAICS

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

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Ophthalmic Goods (3851)

akta.pro primary industry

Ophthalmology Clinics (Medical & Surgical Eye Care) (HLAKAKAC)

akta.pro secondary industries

Optometry Clinics (Primary Eye Care) (HLAKAKAB), Retina & Vitreous Specialists (HLAKAKAE), Comprehensive Eye Exams & Vision Care (HLAKAKAA)

Keywords

• Ophthalmology services
• LASIK surgery
• Cataract surgery
• Glaucoma treatment
• Optical retail

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medical and Surgical Eye Care Services: Revenue from comprehensive ophthalmology services including cataract surgery, LASIK, glaucoma surgery, retina treatments, and oculoplastic procedures. Services billed to insurance (Medicare, Medicaid, commercial plans) with patient responsibility for copays, deductibles, and non-covered services.
2. Premium Lens Upgrades: Additional patient-paid revenue for lifestyle intraocular lenses (PanOptix, Vivity, Light Adjustable, multifocal, toric), astigmatism correction (LRI), and premium surgical options not covered by insurance.
3. Optical Retail (Frames, Lenses, Contacts): Full-service optical departments at all four locations offering prescription eyewear, specialty lenses, and contact lenses. Revenue from frame sales, lens coatings, and contact lens services.
4. LASIK and PRK Procedures: Elective laser vision correction procedures not covered by insurance. Bundled pricing includes pre-op exam, procedure, follow-up care for one year, prescription drops, and artificial tears. Financing available through CareCredit.
5. Routine Eye Care and Exams: Comprehensive eye examinations for adults and children, contact lens fittings, and ongoing dry eye/blepharitis management. Billed to vision plans (EyeMed, VSP, NVA) and medical insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Milwaukee Eye Care is a multi-location ophthalmology and optometry practice that delivers comprehensive medical, surgical, and routine eye care to patients across the Milwaukee metropolitan area. Core services include LASIK and PRK laser vision correction, cataract surgery with premium intraocular lens upgrades, glaucoma management including MIGS, retina and macular care, oculoplastic and aesthetic procedures, contact lens fittings, and retail optical sales of frames, lenses, and specialty eyewear.

Product overview

Milwaukee Eye Care is a comprehensive ophthalmology and optometry practice offering a full spectrum of eye care services from routine exams to advanced surgical procedures. The practice operates as a multi-location group (Bayside, Brookfield, Franklin, Milwaukee East Side) with integrated optical shops at each location. Core surgical offerings include LASIK (All-Laser Wavelight and Contoura Vision topography-guided), PRK, cataract surgery (Quick Recovery and laser-assisted), and EVO ICL implants. Medical services encompass glaucoma management (including MIGS options), retina and macular care, oculoplastic surgery, dry eye treatments, and routine eye care. The practice provides specialty intraocular lenses for cataract surgery including Light Adjustable Lenses, PanOptix, Vivity, toric, multifocal, Symfony, Tecnis, ReSTOR, and Crystalens options. Optical retail includes frames, lenses, and specialty eyewear at all four locations. Patient financing is available through CareCredit, and the practice accepts major insurance plans including EyeMed, NVA, and VSP vision plans.

Differentiator

Problem solved

Functional benefit

Products and services

• LASIK Surgery Laser eye surgery using All-Laser Wavelight and Contoura Vision topography-guided technology to reshape the cornea for vision correction; offered to patients with myopia, hyperopia, and astigmatism as an elective, self-pay procedure.
• Cataract Surgery Removal of clouded natural lens and replacement with intraocular lens (IOL), including laser-assisted surgery and Quick Recovery protocols; offered to patients diagnosed with cataracts and billed through insurance with optional patient-paid premium lens upgrades.
• PRK (Photorefractive Keratectomy) Corneal reshaping procedure that corrects vision without creating a corneal flap, using the same excimer laser technology as LASIK; offered as an alternative for refractive surgery candidates.
• EVO ICL (Implantable Collamer Lens) Soft implantable lens placed inside the eye to correct nearsightedness without removing corneal tissue; an additive, reversible refractive procedure with built-in UV protection, offered to refractive surgery candidates as an alternative to LASIK or PRK.
• Glaucoma Management Medical and surgical treatment of glaucoma including traditional procedures and a MIGS portfolio (iStent, trabeculectomy, aqueous draining devices, XEN gel stent, canaloplasty, Hydrus microstent, and Durysta implants), offered to patients with elevated intraocular pressure and optic nerve damage.
• Retina and Macular Care Diagnosis and treatment of macular degeneration, diabetic retinopathy, flashes and floaters, using retina and vitreous therapies; offered to patients with retinal disorders.
• Oculoplastic and Aesthetic Services Functional and cosmetic eyelid surgery, ptosis repair, tear duct surgery, brow lift, and non-surgical treatments including Botox and facial injectables; offered to patients seeking functional eyelid corrections or cosmetic facial rejuvenation around the eyes.
• Routine Eye Care Comprehensive eye examinations for adults and children, diabetes-related eye care, dry eye treatments, blepharitis management, and preventive nutrition counseling; offered to the general population seeking preventive eye care.
• Contact Lens Services Contact lens fittings, updates, and specialty lens options including scleral, rigid gas permeable, and hybrid lenses; offered to patients with complex vision needs.
• Optical Shop Full-service optical departments at all four locations offering frames, lenses, lens options (progressive, photochromic, polarized, anti-reflective, high-index, blue-light filtering), specialty eyewear including Avulux migraine lenses, repairs, and adjustments; offered to patients needing prescription eyewear.
• Lifestyle Intraocular Lenses (IOLs) Premium intraocular lens options including Light Adjustable Lenses, PanOptix trifocal IOLs, Vivity extended depth of focus IOLs, toric IOLs for astigmatism, multifocal IOLs, Symfony, Tecnis Multifocal, ReSTOR, and Crystalens accommodating IOLs; offered to cataract surgery patients as patient-paid upgrades for reduced glasses dependence.
• CareCredit Patient Financing Healthcare credit card providing special financing options (18 months) for LASIK, PRK, and premium IOL upgrades; offered to patients to enable elective out-of-pocket eye care purchases.

Quantifiable outcome

• 98% of patients can drive legally without glasses after Laser Vision Correction
• +4 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• LasikPlus: National LASIK-focused provider with multiple locations offering refractive surgery. Comparable in elective refractive offerings (LASIK, PRK) and transparent bundled pricing model, though narrower in scope than Milwaukee Eye Care's full-service model.
• Barnet Dulaney Perkins Eye Center: Multi-location ophthalmology practice offering LASIK, cataract surgery with premium IOLs, and routine eye care. Directly comparable full-service model with emphasis on elective refractive and premium cataract procedures.
• TLC Laser Eye Centers: Multi-location LASIK provider offering laser vision correction across North America. Comparable refractive surgery service line and consumer-facing marketing approach for elective procedures.
• Wisconsin Vision Associates: Multi-location optometry and ophthalmology practice in Wisconsin offering routine eye care, contact lens services, and medical eye care. Directly comparable regional eye care provider with similar service breadth and Midwest footprint.
• Mann Eye Institute: Multi-location ophthalmology and optometry practice offering LASIK, cataract surgery, and routine eye care. Comparable integrated model combining subspecialty surgical services with optical retail across multiple Texas locations.
• Horizon Eye Care: Multi-location ophthalmology and optometry group offering comprehensive medical and surgical eye care. Comparable subspecialty coverage, optical retail integration, and regional multi-location footprint.

Broad incumbents

• EyeCare Partners: PE-backed national ophthalmology and optometry platform operating hundreds of locations across the U.S. Comparable in offering integrated medical, surgical, and optical services but at significantly larger scale, representing both a competitive threat and a potential roll-up acquirer.
• Cincinnati Eye Institute: Established multi-subspecialty ophthalmology group offering cataract, glaucoma, retina, cornea, and oculoplastic services. Comparable subspecialty depth and integrated optical, though serving a larger metro than Milwaukee.
• US Eye: PE-backed multi-specialty ophthalmology platform with numerous locations across the Southeastern U.S. Comparable integrated medical-surgical-optical model, though larger and geographically non-overlapping with Milwaukee.

Regional players

• Northland Eye Associates: Multi-doctor ophthalmology and optometry practice serving the Kansas City region. Comparable mid-size regional multi-specialty eye care group, illustrating similar operating model outside Milwaukee.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MilwaukeeEye
• YouTubeyoutube.com/channel/UCD5TkCOquOPwm7neRtCsghQ
• Facebookfacebook.com/milwaukeeeyecare
• Instagraminstagram.com/milwaukeeeyecare

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Milwaukee Eye Care