Behavioral Optometry, Ltd.

What Behavioral Optometry, Ltd. does

Behavioral Optometry, Ltd. is a privately held, founder-operated optometry practice based in Evanston, Illinois, specializing in Behavioral Optometry and vision therapy. Founded by Dr. Jeffrey Getzell in 1985 (with his career in vision care dating to 1969), the practice delivers a holistic model of vision care that goes beyond refractive correction to address how visual function affects learning, work performance, coordination, and overall well-being. Services are delivered from a single office at 1325 W. Howard Street, Suite 304, supported by a staff of two to five people.

The practice's core offerings comprise three integrated modalities: (1) Vision Therapy / Visual Training, a structured set of in-office and home-based activities (e.g., Hand Game, Wolff Pursuits, Streff Walk, Infinity Walk, Balloon Play, Trampoline exercises) integrated with diaphragmatic breathing and a proprietary "hanging onto space" spatial-awareness technique; (2) Performance Lenses, customized prescription lenses designed to reduce visual stress and improve coordination across daily tasks; and (3) Syntonics (Color Therapy), the use of colored light to expand functional visual fields and rebalance the autonomic nervous system. Patient care is structured around an initial evaluation, a personalized training program, and regular follow-ups.

The business model is direct-to-consumer professional services plus ancillary hardware sales (performance lenses). Patient acquisition runs through content marketing, a published blog and academic papers, patient testimonials, a free 15-minute phone consultation, and referrals from healthcare providers such as Atlas Orthogonal and TMJ specialists. The firm has no outside capital, no subsidiaries, and no disclosed revenue figures.

Name

Behavioral Optometry, Ltd.

Legal name

Behavioral Optometry, Ltd.

Website

https://pathwaystobettervision.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Behavioral Optometry, Ltd. is a privately held Evanston, Illinois optometry practice founded in 1985 by Dr. Jeffrey Getzell, delivering vision therapy, performance lenses, and syntonics to adults and children with learning, developmental, and neurological vision challenges.

Ownership category

akta.pro rank

Product category

Behavioral Optometry Services

NAICS

Offices of Optometrists (62132)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Optometry Clinics (Primary Eye Care) (HLAKAKAB)

akta.pro secondary industry

Vision Therapy & Orthoptics (HLAKAKAM)

Keywords

• Behavioral optometry services
• Vision therapy programs
• Performance lens fitting
• Syntonics color therapy
• Visual training activities

Headquarters

HQ city

Evanston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Vision Therapy Services: In-office and home-based vision therapy programs. Includes comprehensive evaluation, personalized training programs, and ongoing support with regular follow-ups.
2. Performance Lenses: Custom prescription glasses designed to enhance daily performance. Patients receive prescriptions for performance lenses as part of treatment plans.
3. Syntonics/Color Therapy: Specialized light-based therapy sessions using colored light to open functional visual fields.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Behavioral Optometry, Ltd. is a private optometry practice that provides behavioral optometry and vision therapy services for adults and children facing vision-related challenges affecting learning, daily activities, and overall well-being. The practice combines performance lenses, syntonics (color therapy), and specialized visual training activities to treat conditions such as AD(H)D, autism spectrum disorders, learning disabilities, developmental delays, myopia, binocular vision conditions, and to provide rehabilitation following strokes, head injuries, acoustic neuroma surgery, multiple sclerosis, and cerebral palsy.

Product overview

Behavioral Optometry, Ltd. offers a unified suite of vision care services centered on Behavioral Optometry. The core offerings include Vision Therapy/Visual Training, Performance Lenses, and Color Therapy (Syntonics), supported by Initial Evaluations, Personalized Training Programs, and Regular Follow-ups. The practice, led by Dr. Jeffrey Getzell, OD, FCOVD, FCSO, provides comprehensive vision care for adults and children facing challenges such as AD(H)D, autism spectrum disorders, learning difficulties, binocular vision conditions, and rehabilitation from strokes or head injuries.

Differentiator

Problem solved

Functional benefit

Products and services

• Vision Therapy / Visual Training

Quantifiable outcome

• Many patients experience significant relief from chronic symptoms including headaches, vertigo, nausea, and brain fog after wearing prescribed performance lenses for 6-8 weeks
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• The Vision Therapy Center (Dr. Dan Press): Specialty optometry practice focused on vision therapy and developmental optometry. Comparable in its emphasis on functional vision treatment, behavioral optometry methodology, and treatment of complex pediatric and adult cases.
• Sanet Vision Optometric: Optometric practice founded by Dr. Robert Sanet, a leading figure in behavioral optometry. Directly comparable in philosophy, methodology, and focus on developmental vision and vision therapy procedures.
• Wow Vision Therapy: Indiana-based optometry practice focused on vision therapy and behavioral optometry for children and adults. Highly comparable in service mix (vision therapy, performance lenses) and patient population, and of similar small-practice scale.
• Burcham Eyecare Center: Optometry practice offering behavioral optometry, vision therapy, and neuro-optometric services. Comparable in addressing post-concussion, learning-related, and developmental vision conditions with a therapy-centered model.
• Pacific Vision Therapy: San Francisco Bay Area vision therapy practice providing optometric vision therapy and developmental optometry. Comparable in specializing in vision therapy programs for children and adults with learning, concussion, and neurological vision issues.
• EyeCare Specialties: Colorado-based optometry group with a behavioral/vision therapy practice component. Comparable in offering vision therapy alongside standard optometric services to patients with learning-related and developmental vision concerns.

Broad incumbents

• Visionworks: Large national optical retailer offering eye exams, prescription eyewear, and contact lenses across hundreds of U.S. locations. Comparable as an optometry services provider, though it does not specialize in behavioral optometry or vision therapy.
• Warby Parker: Direct-to-consumer eyewear retailer with expanding eye exam and vision insurance services. Comparable as a modern optometry-adjacent services and eyewear provider, though its core business is retail eyewear rather than behavioral optometry.
• LensCrafters: Major national optical retail chain offering eye exams and prescription eyewear, owned by EssilorLuxottica. Comparable as a broad optometry and optical goods provider, but operates a fundamentally different retail model without behavioral/vision therapy specialization.

Others

• College of Optometrists in Vision Development (COVD): Professional association certifying optometrists in vision therapy and developmental optometry. Comparable as an ecosystem enabler that defines standards and credentials (FCOVD) closely tied to the practice's clinical positioning and referral base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/behavioral-optometry

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Behavioral Optometry, Ltd.