What Eyecare Plus Optometrists does

Eyecare Plus Optometrists is an Australian network of more than 90 independently owned optometry practices operating under the Eyecare Plus Ltd brand, headquartered in Rosebery, NSW. The network delivers comprehensive eye examinations branded as Checkup Plus™ (a 30-45 minute protocol covering amblyopia, cataracts, glaucoma, macular degeneration, diabetic retinopathy, presbyopia and other conditions), supported by an industry-standard diagnostic stack including OCT, corneal topography, digital retinal imaging, Optos widefield retinal scanning, and 20/20 optical technology. Beyond exams, member practices sell prescription spectacles, lenses, prescription sunglasses, and a full contact lens range (daily, monthly, multifocal, coloured, and orthokeratology for myopia control), and offer specialty services such as IPL/LLLT dry eye treatment, behavioural optometry, vision therapy, myopia control programs, CASA aviation examinations, sports vision, low vision aids, and telehealth consultations, plus niche products such as Nuance Audio Hearing Eyewear.

The business model is a franchise-like network rather than a centrally owned chain: each practice is independently owned by its operating optometrist, while Eyecare Plus Ltd supplies brand, marketing, training (including an Eyecare Plus Boot Camp), group purchasing, and approved-provider status with all major Australian health funds. Revenue at the practice level is generated from professional examination fees (largely subsidised by Medicare), one-off eyewear and contact lens sales with on-the-spot health fund rebates, specialty treatment fees (IPL, vision therapy, myopia control), CASA and occupational vision certifications, and an Eyecare Plus Subscription value plan. Customers are predominantly individual consumers and families across metropolitan and regional Australia, with additional government-funded segments (Veterans Affairs, pension/healthcare card holders, Aboriginal and Torres Strait Islander communities) served through state schemes such as the Victorian Eyewear Service (VES) and Victorian Aboriginal Spectacle Scheme (VASS).

The brand's distribution and partnership footprint is broad: practices are located in shopping centres, high streets, and medical centres across NSW, Victoria, Queensland, the Northern Territory and other states; the company maintains partnerships with Bupa, Medibank, HCF, NIB and 30+ other funds, BNPL providers Afterpay and Zip Pay, CASA, Optometry Australia, the Brien Holden Vision Institute, Central Australian Aboriginal Congress, and several universities for clinical placements. No private equity or venture capital ownership of the central entity or member practices is indicated, and consolidated revenue is not publicly disclosed.

Name

Eyecare Plus Optometrists

Legal name

Eyecare Plus Ltd

Website

https://eyecareplus.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Eyecare Plus Optometrists is an Australian network of 90+ independently owned optometry practices offering comprehensive Checkup Plus™ eye exams, prescription eyewear, contact lenses, and specialty treatments. It serves general consumers, families, children, and government beneficiaries across metropolitan and regional Australia.

Ownership category

akta.pro rank

Product category

Optometry Services

NAICS

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

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optometry Clinics (Primary Eye Care) (HLAKAKAB)

akta.pro secondary industries

Comprehensive Eye Exams & Vision Care (HLAKAKAA), Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)

Keywords

• Optometry services
• Eye examinations
• Prescription eyewear
• Contact lenses
• Vision therapy

Headquarters

HQ city

Rosebery

HQ country

Australia

HQ region

Oceania

Offices24 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Eye Examination Services: Comprehensive eye examinations (Checkup Plus™) lasting 30-45 minutes, with Medicare benefits payable for most consultations. Additional fees may apply for services not covered by Medicare.
2. Eyewear Sales: Sale of prescription glasses, spectacle frames, and lenses through independent practice locations. Revenue generated from frame sales and lens packages with various price points from budget to designer ranges.
3. Contact Lens Sales: Sale and fitting of contact lenses including daily, monthly, multifocal, coloured, and specialty lenses such as orthokeratology lenses. Practices offer contact lens beginners packages and free trials.
4. Prescription Sunglasses: Sale of prescription polarised or tinted sunglasses and防晒 eyewear with UVA/UVB protection.
5. Health Fund Rebates: Practices accept all major health funds and process on-the-spot rebates for optical purchases including eyewear and contact lenses.
6. Eyecare Plus Subscription: Subscription value plan offering ongoing benefits for regular customers.
7. Specialised Treatments: Revenue from specialised services including IPL dry eye treatments, vision therapy programs, myopia control programs, and CASA aviation examinations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Eyecare Plus is a network of independently owned optometry practices across Australia delivering comprehensive eye examinations (the proprietary Checkup Plus™ 30-45 minute protocol) and selling prescription eyewear, lenses, sunglasses, and contact lenses. The practices also offer specialty clinical services including myopia control, behavioural optometry, vision therapy, dry eye treatments (IPL/LLLT), CASA aviation examinations, and low vision aids.

Product overview

Eyecare Plus Optometrists is a network of independently owned optometry practices across Australia offering comprehensive eye care services. The core offering centers on the Checkup Plus™ examination program (30-45 minute comprehensive eye tests), supported by prescription eyewear products including glasses (single vision, progressive, blue light, Transitions) and sunglasses (prescription, polarised). Contact lens services span daily, monthly, multifocal, coloured, and orthokeratology (Ortho-K) specialty lenses for myopia control. Specialty services include behavioural optometry, vision therapy, myopia control programs, dry eye treatment (including IPL/LLLT), sports vision, low vision aids, corneal topography, OCT imaging, and CASA aviation eye examinations. The network also offers specialty products like Nuance Audio hearing eyewear. Practices accept all major health funds and offer payment options through Afterpay and Zip.

Differentiator

Problem solved

Functional benefit

Products and services

• Checkup Plus™ Eye Examinations

Quantifiable outcome

• 1 in 5 Australian children have vision problems detected through comprehensive eye tests
• +1 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• All Major Australian Health FundscoreOthersEyecare Plus is an approved provider with all major Australian health funds enabling patients to claim rebates on prescription eyewear purchases. Partner funds include Bupa, Medibank, HCF, NIB, AHM, Australian Unity, GMHBA, Teachers Health, CUA, Defence Health, HBF, Queensland Country, Westfund, and 30+ others.
• AfterpayminorGTM or Marketing PartnerAfterpay is offered as a payment option at Eyecare Plus practices allowing customers to buy now and pay later for eyewear purchases.
• Zip Pay / ZipminorGTM or Marketing PartnerZip Pay payment option available at Eyecare Plus practices enabling flexible payment plans for eyewear and eye care services.
• Brien Holden Vision InstituteminorStrategic or Co-development PartnerEyecare Plus practices have partnered with the Brien Holden Vision Institute for outreach eyecare services to Aboriginal and Torres Strait Islander communities in remote areas.
• Optometry AustraliaminorStrategic or Co-development PartnerEyecare Plus practices maintain membership and engagement with Optometry Australia for professional development, standards, and advocacy.
• Civil Aviation Safety Authority (CASA)minorStrategic or Co-development PartnerCredentialed optometrists provide aviation eye examinations for pilots as recognised occupational vision experts.
• Central Australian Aboriginal CongressminorStrategic or Co-development PartnerEyecare Plus Alice Springs works with Central Australian Aboriginal Congress to deliver visiting optometry services to remote communities and upskill primary health care workers.
• Universities (QUT, UNSW, University of Melbourne)minorStrategic or Co-development PartnerEyecare Plus practices provide clinical placement opportunities for undergraduate optometry students and ongoing professional development.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Clearly: Online-first optical retailer selling prescription glasses, sunglasses and contact lenses direct to Australian consumers. Represents the online disruption channel competing with Eyecare Plus's in-practice dispensing.
• Oscar Wylee: Australian-born DTC and retail optical chain offering prescription glasses at lower price points with strong digital marketing. Competes for the same younger, value-conscious eyewear customers that Eyecare Plus serves.
• Dresden Vision: Australian DTC optical brand selling prescription eyewear online. A direct online substitute for Eyecare Plus's frame and lens retail offering, particularly for younger consumers.

Direct peers

• Specsavers: Largest optical retail chain in Australia and globally, operating optometry-led stores selling prescription eyewear, contact lenses and eye exams. Directly competes with Eyecare Plus on consumer optical services and frames across the same Australian geography.
• OPSM: Major Australian optometry and eyewear chain owned by Luxottica, offering comprehensive eye exams, prescription glasses and contact lenses. Competes head-to-head with Eyecare Plus practices across metropolitan and regional Australia.
• Bailey Nelson: Australian-born optical chain offering eye exams, prescription eyewear and contact lenses with a design-led brand. Directly comparable to Eyecare Plus on product range, customer demographic and Australian store footprint.
• ProVision: Australian independent optometry network supporting independently owned practices with group purchasing, marketing and professional development. Direct competitive comparable to Eyecare Plus's franchise/member practice model.
• Laubman & Pank: Long-established Australian optical chain providing comprehensive eye examinations, prescription glasses and contact lenses. Competes with Eyecare Plus across regional and metropolitan Australian locations.
• George & Matilda Eyecare: Australian optometry banner group that aggregates independent optometrists under a national brand. Closely mirrors Eyecare Plus's franchise/network model of independently owned practices under a shared clinical and marketing umbrella.

Broad incumbents

• EssilorLuxottica: Global eyewear and optometry conglomerate that owns OPSM, LensCrafters and many frame brands. A broad incumbent shaping optical retail pricing, brand supply and competitive dynamics across Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/EyecarePlusAU/featured
• Facebookfacebook.com/eyecareplus
• LinkedInlinkedin.com/company/eyecare-plus
• Instagraminstagram.com/eyecareplusoptometrists
• Xx.com/eyecareplus

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Eyecare Plus Optometrists