Priority Footwear
Priority Footwear is a privately held, Portland-based therapeutic footwear and custom orthotics provider operating 13 clinics across Oregon, Washington, and Utah. It serves diabetic patients through Medicare-approved shoes, 3D-scanned custom orthotics, and full-service insurance coordination, with 9 Certified Pedorthists on staff.
- Company typePrivate
- Founded1998
- HeadquartersPortland, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Priority Footwear does
Priority Footwear is a Pacific Northwest-based, privately held therapeutic footwear and custom orthotics provider serving patients with diabetes. Founded in 1998 and headquartered in Portland, Oregon, the company operates 13 physical clinic locations across Oregon (Albany, Bend, Eugene, Medford, two in Portland, Salem), Washington (Bellingham, Lynnwood, Mt Vernon, Seattle, Spokane), and Utah (Bountiful). The company employs 11-50 staff, including 9 Certified Pedorthists and 12 Certified Shoe Fitters, and has served more than 58,000 patients over its operating history, dispensing over 150,000 therapeutic shoes and 150,000 custom orthotics.
The company's core offering combines Medicare-approved therapeutic footwear (men's and women's lines across athletic, casual, dress, slip-resistant, extra-depth, and boot categories carrying brands such as Orthofeet, Anodyne, Pedors, Mt Emey, Dr. Comfort, and PW Minor) with custom accommodative orthotic inserts fabricated using advanced 3D foot scanning and pressure mapping technology. Each custom orthotic is constructed from multi-layer medical-grade materials, including Plastazote top covers and structured support layers, designed from patient-specific scan data to offload pressure and support individual foot morphology.
Priority Footwear operates a full-service clinical and administrative model. Patients are sourced primarily through referrals from more than 10,000 medical providers (PCPs and podiatrists) who certify eligibility for the Medicare Therapeutic Shoe Bill. The company handles insurance verification and claims processing across 180+ plans including Medicare, Medicaid, United Healthcare, Cigna, Blue Cross Blue Shield, Aetna, Humana, and Anthem. Revenue is generated through professional services billing to these payers, with self-pay and Good Faith Estimates available for uninsured patients. Distribution is clinic-based with appointment-only scheduling and limited home-visit services for mobility-impaired patients.
Priority Footwear firmographics
Firmographics- Name
- Priority Footwear
- Legal name
- Priority Footwear
- Website
- https://priorityfootwear.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Priority Footwear is a privately held, Portland-based therapeutic footwear and custom orthotics provider operating 13 clinics across Oregon, Washington, and Utah. It serves diabetic patients through Medicare-approved shoes, 3D-scanned custom orthotics, and full-service insurance coordination, with 9 Certified Pedorthists on staff.
- Ownership category
- akta.pro rank
Priority Footwear industry classification
Industry- Product category
- Therapeutic Footwear Services
- NAICS
- Offices of Podiatrists (621391), Shoe Retailers (45821)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG)
- akta.pro secondary industries
- Comfort, Orthopedic & Medical Footwear (CRAAACAG), Foot & Ankle (HLAKALAG), Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL)
Keywords
Where Priority Footwear is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices13 records
Markets served
Priority Footwear business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Medicare Therapeutic Shoe Billing: Billable healthcare service under Medicare Part B. Medicare covers one pair of therapeutic diabetic shoes and up to three pairs of custom inserts per year for eligible diabetic patients with qualifying conditions.
- Commercial Insurance and Medicaid: Works with 180+ major insurance plans including Medicaid and private insurance carriers. Coverage varies by plan; many patients covered at 100% with some having copays or deductibles.
- Patient Self-Pay (Non-Insured): For uninsured patients or those choosing not to use insurance, Good Faith Estimates of expected charges are provided. No Surprises Act compliance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Medicare Covered Diabetic Shoes and Orthotics - One pair of therapeutic shoes per year, up to 3 custom inserts per year |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Priority Footwear product offering
Product offeringCore offering
Priority Footwear provides Medicare-approved therapeutic footwear and custom orthotics for diabetic patients. The company operates 13 clinic locations across Oregon, Washington, and Utah, offering 3D foot scanning, certified pedorthist fittings, and full insurance/Medicare billing services. They carry multiple therapeutic footwear brands including Orthofeet, Anodyne, Dr. Comfort, and Apis.
Product overview
Priority Footwear is a specialized therapeutic footwear and custom orthotics provider serving patients with diabetes across the Pacific Northwest. The company operates a unified service model combining two core offerings: Medicare-approved therapeutic shoes (for men and women) available across multiple style categories (athletic sneakers, casual, dress, slip-resistant, extra depth, and boots), and custom accommodative orthotic inserts fabricated using advanced 3D foot scanning technology. All products are fitted by certified pedorthists and shoe fitters across 13 clinic locations, with the company handling insurance and Medicare documentation on behalf of patients.
Differentiator
Problem solved
Functional benefit
Products and services
- Men's Therapeutic Shoes Medicare-approved therapeutic footwear for diabetic men, fitted by certified pedorthists at clinic locations across Oregon, Washington, and Utah. Carries multiple brands including Orthofeet, Anodyne, Dr. Comfort, and Apis.
- Women's Therapeutic Shoes Medicare-approved therapeutic footwear for diabetic women, fitted by certified pedorthists at clinic locations. Carries multiple therapeutic footwear brands.
- Custom Accommodative Inserts Custom-fabricated orthotic inserts designed to accommodate diabetic foot conditions, made in-house based on 3D foot scan measurements by certified pedorthists.
- Foot Evaluations and Clinical Assessments Professional foot evaluations using 3D scanning technology performed by certified pedorthists to assess diabetic foot health and recommend appropriate footwear or orthotics.
Quantifiable outcome
- Many patients with Medicare qualify for diabetic shoes and custom orthotics at little or no out-of-pocket cost every 12 months
- +2 more outcomes
Companies that use Priority Footwear
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles1 record
Priority Footwear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Priority Footwear partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- MedicarecorePrimary payer partner under Medicare Part B Therapeutic Shoe Bill. Covers one pair of diabetic shoes and up to three pairs of custom inserts per year for eligible patients with diabetes and qualifying conditions.
- Major Insurance CarrierscoreIn-network provider with 180+ insurance plans including United Healthcare, Cigna, Blue Cross Blue Shield, Aetna, Humana, Anthem, and Medicaid. Company handles all insurance verification and claims processing.
- Medical Providers (PCPs, Podiatrists)coreReferral partnership with physicians and podiatrists who certify patient eligibility for therapeutic footwear under Medicare guidelines. Healthcare providers complete certification forms confirming diabetes diagnosis and qualifying conditions. Company manages all paperwork and follow-up with provider offices.
Scale indicators9 records
Recent moves5 records
Expansion highlights4 records
Priority Footwear competitors and assessment
Company assessmentDirect peers
- Orthofeet: Orthofeet designs and sells comfort, orthopedic, and diabetic footwear directly to consumers online. Priority Footwear carries Orthofeet as one of its core brands, making it both a supplier and a competing DTC channel that bypasses clinical fitting.
- Dr. Comfort: Dr. Comfort is a leading brand of Medicare-approved diabetic and therapeutic footwear sold through a network of provider partners and direct to consumers. It is one of Priority Footwear's carried brands and a primary substitute for in-clinic fittings.
- Apex Foot Health Industries: Apex designs and distributes therapeutic footwear and orthotics targeting diabetic, arthritic, and sensitive-foot customers. Its products overlap directly with Priority Footwear's therapeutic shoe offering through specialty retail and DME channels.
- SCHEDULE II (SureFit) / SureFit Lab: SureFit Labs fabricates custom orthotics and diabetic footwear for DME suppliers and clinics. As a custom orthotic manufacturing partner to many regional diabetic footwear providers, it is a direct supplier peer for the orthotic portion of Priority Footwear's offering.
- Anodyne Shoes: Anodyne specializes in therapeutic and diabetic footwear distributed through DME suppliers and specialty retailers, including Priority Footwear. It is a competing brand for diabetic patients seeking Medicare-covered footwear and a partial channel bypass via its own retail partnerships.
- Healthy Feet Store: Healthy Feet Store is an online retailer focused on comfort, orthopedic, and diabetic footwear from multiple specialty brands. It competes with Priority Footwear by offering similar product assortments to consumers without in-person clinical fitting.
- Aetrex: Aetrex manufactures orthopedic and comfort footwear and orthotics, including diabetic-friendly lines, sold through specialty retailers and direct online. It competes with Priority Footwear on both the footwear and custom orthotic categories.
- Pedors: Pedors designs footwear specifically for problem feet including diabetic, swollen, and arthritic conditions, and sells through specialty retailers. Pedors is one of Priority Footwear's carried brands and a competing specialty footwear supplier.
Broad incumbents
- Breg (DJO Global): Breg, part of DJO, provides orthopedic bracing, supports, and DME products including diabetic and orthopedic footwear components. It competes with Priority Footwear on the broader orthopedic appliance side rather than direct retail diabetic shoe fitting.
- Hanger Clinic: Hanger Clinic is the largest U.S. provider of orthotic and prosthetic (O&P) services, including custom orthotic fabrication and diabetic foot care. It overlaps with Priority Footwear on the custom orthotics side but operates a much broader orthotic and prosthetic portfolio across the country.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Priority Footwear social profiles
Digital presencePriority Footwear financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priority Footwear leadership team
Management profileNumber of profiles
Priority Footwear funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priority Footwear 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 Priority Footwear
What does Priority Footwear do?
Priority Footwear provides Medicare-approved therapeutic footwear and custom orthotics for diabetic patients. The company operates 13 clinic locations across Oregon, Washington, and Utah, offering 3D foot scanning, certified pedorthist fittings, and full insurance/Medicare billing services. They carry multiple therapeutic footwear brands including Orthofeet, Anodyne, Dr. Comfort, and Apis.
Is Priority Footwear a public or private company?
Priority Footwear is a private company. It is classified as unknown and is currently operating.
When was Priority Footwear founded?
Priority Footwear was founded in 1998. It employs 11 to 50 people.
Where is Priority Footwear based?
Priority Footwear is headquartered in Portland, United States, in the North America region.
How does Priority Footwear make money?
Three revenue lines are on record. Medicare Therapeutic Shoe Billing is the primary driver. The others are commercial Insurance and Medicaid and patient Self-Pay (Non-Insured).
Who are Priority Footwear's main competitors?
Direct peers on record are Orthofeet, Dr. Comfort, Apex Foot Health Industries, SCHEDULE II (SureFit) / SureFit Lab, Anodyne Shoes, Healthy Feet Store, Aetrex and Pedors. Broad incumbents are Breg (DJO Global) and Hanger Clinic.
Does Priority Footwear have an API?
No public API is recorded for Priority Footwear.
What industry is Priority Footwear in?
Priority Footwear's product category is Therapeutic Footwear Services. Its primary akta.pro industry code is CRAAADAG, Comfort, Orthopedic & Medical Footwear Retail, with a secondary code of CRAAACAG, Comfort, Orthopedic & Medical Footwear. Its NAICS code is 621391 and its SIC code is 3842.