GSRx
GSRx is a Scottsdale, Arizona-based wholesale optical laboratory that manufactures and coats prescription lenses for independent optometrists and optical practices across the United States, operating under the IDOC Labs umbrella after its March 2026 acquisition.
- Company typePrivate
- Founded2013
- HeadquartersScottsdale, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What GSRx does
GSRx, Inc. is a wholesale optical laboratory headquartered in Scottsdale, Arizona, that manufactures, finishes, and coats prescription lenses for independent eye care professionals (ECPs) and independent optical practices across the United States. The company was founded in 2013, operates 11-50 employees, and was acquired by IDOC in March 2026, after which it operates as a subsidiary under the IDOC Labs umbrella alongside Three Rivers Optical. Its product portfolio centers on proprietary lens technologies including ND4 (pupil-optimized correction built on a wavefront-data algorithm), the aura-ai lens series (licensed from Horizons Optical), epik BLUE HEVL material, Infinity non-glare coatings, Chromiq photochromic lenses, and the value-tier Clerra range. Supporting products include the RxWizard digital ordering portal (integrated with DVI and SpecCheck), Proper Optics consignment frames, the ProperOptics.com DTC e-commerce platform, Chemistrie magnetic clip-ons, the armouRx safety eyewear program, and the Two+ Pairs discount program.
GSRx makes money primarily through B2B wholesale lens sales and lab service fees paid by independent ECPs ordering prescription lenses, coatings, and finishing services, with a secondary DTC revenue stream via the ProperOptics.com partnership. Pricing is quote-based and positioned as value-engineered at 40%+ cost savings versus major lens brands, with 25%+ savings on the Clerra value tier and 30-50% off list through the Two+ Pairs Program. Distribution is hybrid: territory managers cover defined U.S. regions (Midwest, Southwest, South Central, Southeast, North Central, and Kansas/Missouri/Oklahoma/Arkansas), an inside sales team handles inbound orders, and a sales team portal supports partner enablement. The company's go-to-market emphasizes partnership-style service, 24/7 lab operations for fast turnaround, low remake rates, and in-house customer support, with marketing spanning trade shows such as Vision Expo, social media, blog content, email, and partner co-marketing assets. The company has earned VSP Vision's Unity Independent Lab of the Year award multiple times (2014-2018 and 2019) and, post-acquisition, bundles GSRx accounts with the IDOC Essential Membership program.
GSRx firmographics
Firmographics- Name
- GSRx
- Legal name
- GSRx, Inc.
- Website
- https://gsrx.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GSRx is a Scottsdale, Arizona-based wholesale optical laboratory that manufactures and coats prescription lenses for independent optometrists and optical practices across the United States, operating under the IDOC Labs umbrella after its March 2026 acquisition.
- Ownership category
- akta.pro rank
GSRx industry classification
Industry- Product category
- Ophthalmic Lens Manufacturing
- NAICS
- Ophthalmic Goods Manufacturing (339115), Ophthalmic Goods Merchant Wholesalers (423460), Ophthalmic Goods Merchant Wholesalers (42346)
- SIC
- Optical Instruments & Lenses (3827), Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)
Keywords
Where GSRx is headquartered
LocationHeadquarters
- HQ city
- Scottsdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GSRx business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Wholesale Optical Lab Services: GSRx operates as a wholesale optical laboratory providing lens manufacturing, finishing, and coating services to independent optometrists and optical practices. Revenue is generated through product sales and lab service fees.
- Product Sales (Lenses, Coatings, Frames): Sale of proprietary lens products including ND4™ Technology lenses, aura•ai, epik™ BLUE HEVL, Infinity Non-Glare Coatings, Chromiq, and Clerra lens series. Also includes safety eyewear through armouRx partnership.
- e-Commerce Partnership: Revenue through e-commerce partnership with ProperOptics.com for direct-to-consumer optical products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Two+ Pairs Program - multiple pair purchases |
| Unit Pricing | Pay-as-you-go | Clerra Lens Series - value tier |
| Unit Pricing | Pay-as-you-go | Premium Lens Products |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
GSRx product offering
Product offeringCore offering
GSRx is a wholesale optical laboratory that manufactures and supplies prescription lenses, coatings, frames, and lens technologies to independent optometrists and optical practices. The company offers an integrated portfolio including ND4 pupil-optimized correction lenses, the aura-ai next-generation lens series (licensed from Horizons Optical), premium Infinity non-glare coatings, Chromiq photochromic lenses, epik BLUE HEVL filtering material, and the Clerra value lens series, along with the DVI RxWizard ordering system and ProperOptics.com e-commerce platform.
Product overview
GSRx is a wholesale optical laboratory based in Scottsdale, Arizona, operating as part of the IDOC Labs network following its acquisition by IDOC. The company offers an integrated portfolio of lenses, coatings, frames, and technology platforms designed for independent optometry practices. The core lens offerings include the ND4™ + epik™ series (progressive and single vision lenses featuring pupil-optimized correction technology), the aura•ai™ next-generation lens portfolio (engineered with patented technologies from Horizons Optical including Natural Vision, Advance, Performance, Work, Enhance, and SVMax variants), Clerra (a cost-optimized comprehensive lens range launched through IDOC Labs), and Chromiq™ smart light-adaptive (photochromic) lenses. Supporting products include Infinity® non-glare coatings, epik™ BLUE HEVL protective material, tint and mirror options, and Chemistrie magnetic clip-ons. GSRx also offers Proper Optics® proprietary frames via consignment and the ProperOptics.com e-commerce platform, enabling practices to serve online shoppers while retaining profits. Order management is handled through the integrated DVI RxWizard™ system (browser-based WebWizard and Windows desktop). The company provides additional programs including a Safety Program (armouRx eyewear), Two+ Pairs discount program, and IDOC Essential Membership for partner practices.
Differentiator
Problem solved
Functional benefit
Brands
- ND4: Pupil-Optimized Correction technology for enhanced clarity and contrast in night and day conditions.
- epik BLUE
- Infinity
- Chromiq
- Clerra
- aura-ai
- epik
- Proper Optics
Products and services
- ND4 + epik Lens Series GSRx's primary lens portfolio featuring ND4 pupil-optimized correction technology and epik progressive/single vision lenses. Includes Variable Progressive, Fixed Progressive, SV-Ultimate, Office UltraHD, Digital Relaxed Vision (DRV), and iBifocal options for independent eye care professionals.
- ND4 Technology Pupil-optimized correction technology that accounts for changes in pupil size, average spherical aberration of the eye, patient's add power, and patient's age. Uses a unique algorithm built on data from over a million wavefront exams and does not require specialized equipment to prescribe. Sold as a standalone branded technology for ECPs to specify on prescriptions.
- aura-ai Lens Series Next-generation lens portfolio backed by multidisciplinary science and patented technologies from Horizons Optical. Includes aura Natural Vision, aura Advance, aura Performance, aura Work, aura Enhance, and aura SVMax designs targeting premium and personalized vision correction.
- Clerra Lens Series Comprehensive value-tier lens range launched through IDOC Labs designed to cover 90% of dispensing needs with 25% or more cost savings versus competitors. Includes single vision, progressives, multiple material options, AR, photochromic, and polarized options for independent optometry practices.
- Chromiq Smart Light-Adaptive Lenses Photochromic lenses with evolved technology improving the speed, depth, and consistency of UV reaction. Available in Grey, Brown, Blue, and Green tints across the GSRx and aura-ai portfolios in polycarbonate, for patients needing light-adaptive vision correction.
- epik BLUE HEVL Material Clear lens material that absorbs up to 90% of HEV (high-energy visible) light bands in the 400-500nm range. Combines a proprietary optical pigment with melanin infused into the lens material to deliver HEV protection without a yellow tint, for patients concerned with high-energy visible light exposure.
- Infinity Non-Glare Coatings Premium non-glare coating system including Infinity Non-Glare, Infinity Clear & Natural Non-Glare, and PrevaBlue (with blue light protection). Features a thermal-cured hard coating with Bayer score 8.35 and index-matching for enhanced clarity, durability, and easy cleaning.
- Tints + Mirrors Tint and mirror options for lenses, including 10 solid tint colors (Gray, Rose, Yellow, Brown, Purple, Amber, Pink, Green, Blue, G-15) and epik Flash & Solid Mirrors in multiple colors for sun and fashion applications.
- Chemistrie Clips Magnetic clip-on sun lenses for prescription eyewear offered through the Eyenavision Chemistrie brand. Includes multiple bridge styles, magnet options, Swarovski jewels, mirror coatings, solid and gradient polarized options, ChemPlus reader lenses, Chemistrie Calm (FL-41 therapeutic tint for light sensitivity / migraines), and Chemistrie Blue (blue light filtering).
- Proper Optics Frames Proprietary GSRx frame brand offered through a consignment program and e-commerce via ProperOptics.com. Includes AGIO and APIC frame collections across various materials, colors, and sun styles, enabling independent practices to offer branded frames without inventory risk.
- ProperOptics.com E-commerce Platform E-commerce partnership program allowing independent optical practices to retain patients who prefer online shopping. Features the full lineup of Proper Optics frames with live virtual try-on, and partner practices earn profits on referred sales.
- DVI RxWizard Ordering System Fully-integrated, customized ordering platform for GSRx, including a browser-based WebWizard portal (Mac/PC, Chrome/Firefox) and a Windows desktop application. Supports order entry, frame tracing transmission, job accuracy enhancement, in-process job status reports, and archived order access for eye care practices.
- Safety Program (armouRx) Safety eyewear program featuring armouRx collections with ANSI Z87.1 and/or CSA 294.3 compliant frames. Includes frame and lens package pricing, display kits (12 or 18 place), and options for Wrap-Rx, Non-Conductive, Basic, Classic, Metro, and Titanium styles for occupational safety eyewear needs.
Quantifiable outcome
- 40%+ cost savings vs major lens brands
- +3 more outcomes
Companies that use GSRx
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles1 record
GSRx technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature8 records
GSRx partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship, core and minor.
- IDOCflagshipIDOC acquired GSRx in March 2026, establishing GSRx as a subsidiary under the IDOC Labs umbrella alongside Three Rivers Optical. This is a parent company relationship that provides strategic direction and resources for GSRx's independent optical lab operations.
- Three Rivers OpticalcoreThree Rivers Optical operates under the same IDOC Labs umbrella as GSRx, forming a combined network of independent optical labs serving eye care professionals.
- IDOC (Complimentary Essential Membership)coreIDOC offers Complimentary Essential Membership to GSRx customers, providing additional value and partnership benefits to independent eye care professionals using GSRx services.
- DVIcoreDVI integration enables RxWizard ordering system connectivity, allowing seamless prescription ordering workflow between eye care practices and GSRx lab.
- EyenavisionminorEyenavision offers Chemistrie clips brand through GSRx, expanding product offerings for independent optical practices with clip-on lens solutions.
- Horizons OpticalcoreHorizons Optical licenses aura•ai technology to GSRx, backed by Horizons Optical patents. GSRx offers the aura•ai lens series as part of its premium product portfolio.
- VSP VisioncoreVSP Vision is the awarding body for Unity Independent Lab of the Year, which GSRx has won multiple times (2014-2018 and 2019), demonstrating excellence in lab services and partnership.
- ProperOptics.comminorProperOptics.com is an e-commerce partnership enabling direct-to-consumer optical products through GSRx's online platform.
- armouRxminorarmouRx provides safety eyewear products distributed through GSRx, expanding the product portfolio to serve occupational safety eyewear needs.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
GSRx competitors and assessment
Company assessmentDirect peers
- Vision-Ease Lens: Independent wholesale ophthalmic lens lab supplying independent ECPs with a broad lens and coating portfolio; closely comparable business model and target customer to GSRx.
- Three Rivers Optical: Sister optical lab under the IDOC Labs umbrella; also serves independent ECPs with wholesale lens manufacturing and finishing, directly comparable in product mix, customer base, and distribution model to GSRx.
Broad incumbents
- HOYA Vision Care: Global ophthalmic lens manufacturer with broad portfolio of freeform progressives, photochromics, and coatings sold through independent ECPs; competes with GSRx in lens supply and represents one of the major-brand incumbents GSRx positions against.
- Shamir Optical Industry: Designer and manufacturer of progressive and freeform lenses sold through independent optometry; competes with GSRx in premium progressive tiers similar to aura•ai.
- EssilorLuxottica: Largest global ophthalmic lens and eyewear conglomerate (Varilux, Crizal, Transitions); competes directly with GSRx in wholesale lens supply and frames the "major brands" pricing benchmark GSRx claims to undercut by 40%+.
- Carl Zeiss Vision: Premium ophthalmic lens manufacturer with strong freeform and customized lens technology, sold through independent optometry; overlaps with GSRx's premium-tier aura•ai and ND4 positioning.
Others
- Eyenavision: Channel partner distributing Chemistrie clip-on lens solutions through GSRx; adjacent optical accessories supplier with shared go-to-market in independent ECPs.
- VSP Vision: Large U.S. vision benefits/managed care company and operator of the Unity program through which GSRx has won multiple Lab of the Year awards; a critical channel partner and ecosystem stakeholder for GSRx.
- Horizons Optical: Licensor of the aura•ai lens technology platform to GSRx; an enabling partner rather than a competitor, but its patented IP underpins GSRx's premium positioning and is strategically significant.
- IDOC: Parent organization that acquired GSRx in March 2026 and operates the IDOC Labs network; sets strategic direction, provides distribution reach, and offers Essential Membership to GSRx customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
GSRx social profiles
Digital presenceGSRx financial estimates
Financial estimateRevenue estimate
Valuation estimate
GSRx leadership team
Management profileNumber of profiles
Profiles9 records
GSRx funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GSRx 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 GSRx
What does GSRx do?
GSRx is a wholesale optical laboratory that manufactures and supplies prescription lenses, coatings, frames, and lens technologies to independent optometrists and optical practices. The company offers an integrated portfolio including ND4 pupil-optimized correction lenses, the aura-ai next-generation lens series (licensed from Horizons Optical), premium Infinity non-glare coatings, Chromiq photochromic lenses, epik BLUE HEVL filtering material, and the Clerra value lens series, along with the DVI RxWizard ordering system and ProperOptics.com e-commerce platform.
Is GSRx a public or private company?
GSRx is a private company. It is classified as corporate owned and is currently operating.
When was GSRx founded?
GSRx was founded in 2013. It employs 11 to 50 people.
Where is GSRx based?
GSRx is headquartered in Scottsdale, United States, in the North America region.
How does GSRx make money?
Three revenue lines are on record. Wholesale Optical Lab Services are the primary driver. The others are product Sales (Lenses, Coatings, Frames) and e-Commerce Partnership.
Who are GSRx's main competitors?
Direct peers on record are Vision-Ease Lens and Three Rivers Optical. Broad incumbents are HOYA Vision Care, Shamir Optical Industry, EssilorLuxottica and Carl Zeiss Vision. Others are Eyenavision, VSP Vision, Horizons Optical and IDOC.
Does GSRx have an API?
No public API is recorded for GSRx.
What industry is GSRx in?
GSRx's product category is Ophthalmic Lens Manufacturing. Its primary akta.pro industry code is HLAHAJAD, Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment). Its NAICS code is 339115 and its SIC code is 3827.