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  • Writer's pictureJenn Denham

Eyefinity and Optify Announce Strategic Partnership

March 8, 2023

RANCHO CORDOVA, Calif.Eyefinity®, a VSP Vision™ company and leader in practice management and Electronic Health Record software, and Optify, an optical omnichannel selling tool, announced their partnership today. Through this partnership, Eyefinity Practice Management will integrate with Optify to streamline independent practices’ marketing outreach to maximize selling opportunities and boost revenue. This is the second Optify partnership with VSP. In late 2021, Optify began offering its tool to practices participating in the VSP Premier Program.

“We are committed to helping private practices stay competitive as patient expectations evolve,” said Eyefinity Vice President of Sales Linus Russell. “This partnership allows practices to further enhance their Eyefinity solution, so they can create an end-to-end optical ordering experience.”

Eyefinity continues to prioritize future-forward functionality with this latest collaboration. With Eyefinity Practice Management, practices can easily build optical orders on a tablet for more face-to-face time with patients. Now with Optify, Eyefinity Practice Management users can send automated marketing messages before and after appointments. Additionally, Eyefinity users will receive $800 off the Optify onboarding.

Acting as a pioneer for bringing private optical businesses to the digital age, Optify provides a modern and professional eye care omnichannel platform under the banner of the individual private practice. Optify features include:

  • Pre-Exam “Pre-Shop” Frame Selection for Patients

  • Industry Leading Frame Image Catalog

  • Automated Follow Up Email and SMS for Walkouts and Multiple Pair Sales

  • Multi-location Functionality

  • eCommerce and Home Try-On Functionally

  • Virtual Try-On powered by Fittingbox®

The result is a polished shopping experience that provides the tools consumers have come to expect from online optical sales without the hassle of building and managing numerous moving parts.

Dave Barton, CEO of Optify stated, “Integrations between powerful technologies such as Eyefinity represent a great stride toward a technological revolution in the eye care industry.”


About VSP Vision

At VSP Vision™, our purpose is to empower human potential through sight. As the first and only national not-for-profit vision benefits company, this is what drives everything we do. For more than 65 years, VSP has been the leader in health-focused vision care. Every day, the people who power our complementary businesses (VSP® Vision Care, Marchon Eyewear, Inc., Visionworks®, Eyefinity®, Eyeconic®, VSP Optics, and VSP Ventures) work together to create a world where everyone can bring their best vision to life. That means providing affordable access to eye care and eyewear for more than 85 million members through a network of more than 41,000 doctors. And it means expanding access to vision care to those disadvantaged by income, distance, or disaster. Through VSP Eyes of Hope®, more than 3.6 million people in need have received no-cost eye care and eyewear. Learn more about how we’re reinvesting in greater vision, health, and opportunities for all at


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