Built for Independent Practices. By People Who Understand Them.
Independent eyecare practices do something online retailers can’t. Optify gives them the digital presence to prove it.
The team behind the platform.
“I’ve spent 20 years watching independent practices lose patients to online retailers — not because they had worse frames or worse service, but because patients couldn’t browse their inventory from home. We built Optify to fix that.”
Dave Barton
CEO & Co-Founder · Licensed Optician · ABO Speaker
“The technology should be invisible. A practice plugs in their EHR, and the next morning their entire frame catalog is online with virtual try-on. No photography, no uploads, no maintenance. That’s the bar.”
Nick Giancola
CTO & Co-Founder · Engineering Leadership
Independent eyecare practices do something online retailers can’t. They fit frames to faces, adjust prescriptions in real time, and build relationships that bring patients back year after year. But when 80% of patients start their eyewear search online, those relationships only matter if patients can find you there.
Optify exists to make sure they do. We give independent practices the digital experience that large retailers have spent millions building, without requiring a large budget or a technical team. Your frame inventory goes online, your patients browse before their appointment, and your opticians close faster because they know what the patient wants before they sit down.
15–20%
average increase in optical capture rate
50%
of patients browse frames before their appointment
$500K
in annual optical revenue influenced per practice
80%
of patients start their eyewear search online
Founder Story
Dave Barton. Two decades building eyewear.
Dave Barton has spent more than two decades in the eyewear industry. He started on the product side, leading development at Spy Optic and then directing product at Oliver Peoples under Luxottica. He went on to co-found KBL Eyewear and run Bartolomasi, a design consultancy specializing in sport and luxury frames. He’s made eyewear for some of the best-known brands in the world, and he’s worked behind the counter as a licensed optician.
In 2012, he founded DAVID KIND, a luxury online DTC eyewear brand that used patented photo-based lens measurement technology to fit frames remotely. He spent seven years building that business and watching firsthand how consumer behavior was shifting online. Independent practices were losing patients to online retailers, not because they had worse frames or worse service, but because patients couldn’t browse their inventory from home.
He co-founded Optify in 2019 to fix that problem. The idea was straightforward: give independent practices the same digital browsing experience that online retailers had already built, without requiring a technical team or a six-figure budget. Dave is an ABO speaker on optical digital commerce trends and is based in Southern California.
How we work. Four principles, no exceptions.
Independent pride.
We built Optify for practices that own their business and want to keep it that way. Every feature is designed around how independents actually work, not how chains operate.
Optical-specific, on purpose.
Optify does one thing well: optical ecommerce and patient influence for eyecare practices. We don't try to be a phone system, a recall tool, or a practice management platform.
Education comes first.
We believe practices grow when they understand what's changing in the industry and what they can do about it. That's why we publish research, host webinars, and lead with education in everything we put out.
Results you can measure.
Every claim we make ties back to a number. Capture rate. Average ticket. Revenue influenced. We track what matters and share the data with our customers every month.
Industry Recognition
Vision Monday EyeVote Readers’ Choice
Optify was named a Vision Monday EyeVote Readers’ Choice selection in 2023, voted on by eyecare professionals across the industry.
Privacy & Compliance
HIPAA Compliant
Patient data is handled according to healthcare privacy standards. Optify is fully HIPAA compliant so your patients’ information stays protected.
See what Optify can do for your practice.
Independent practices across the country are recovering walkout revenue and growing optical sales with Optify. Book a demo to see it with your own inventory.