Employees4
LocationHartland, WI
Business modelDirect care / B2C / subscription model / direct-to-consumer eye care
About
Theia Vision Care in Hartland, Wisconsin provides personalized eye care through a direct-care model with up to 60-minute comprehensive exams, contact lens exams, pediatric exams, diabetic exams, and dry eye treatment. The practice offers transparent pricing without traditional insurance, an annual subscription plan, and eyewear selection, focusing on root causes and prevention rather than symptom management.
Product
- Value proposition
- Holistic concierge eye care focused on root causes, personalized attention, extended one-on-one time with doctors, transparent pricing, and a direct-care model.
- Target customers
- Patients seeking personalized, transparent direct-eye-care without traditional insurance constraints
- Pricing
- subscription; per-visit? not clearly stated;
Founders
- Anna Koeck — CEO, Doctor of Optometry
Categories
HealthcareEye careOptometryOphthalmologyDirect care
Products
comprehensive eye examcontact lens examspediatric eye examsdiabetic eye examsmedical eye examsdry eye treatmentdry eye spasubscription plandirect eye care insurance alternativeseyewear selection
Key features
up to 60 minutes one-on-one comprehensive eye examsroot-cause focused eye caredirect-care model with transparent pricingpersonalized health plansglance at prevention and wellness of eye healthdry eye treatment with diagnostics and tailored therapieslong-lasting solutions and wellness focus
Technologies
diagnostic testinggland expressiontherapies for dry eyethermal treatments
Target conditions
cataractsglaucomamacular degenerationmyopiahyperopiapresbyopiaastigmatismdiabetic retinopathyretinal detachmentdry eye
Care settings
clinicin-person eye exams
Certifications
HIPAA?
Traction metrics
60 minutes per comprehensive eye examdirect care pricingmultiple services including dry eye treatment
News
- Medical Excellence Profiles: Theia Vision Care · 2025-06-17T23:51:20.000Z
- TheiaNova Begins First Human Trial for Its Regenerative Keratoconus Treatment - Media MICE · 2026-01-26T03:48:20.000Z
- First-in-human clinicals: Theianova transforming keratoconus treatment — Bridgewest Ventures - New Zealand's Deep Tech Incubator With Global Reach · 2026-04-08T00:17:53.000Z
- Turning eye research into real-world impact – University of Auckland · 2026-02-04T00:00:00.000Z
- Theia Imaging’s Loris T2 Handheld OCT Granted FDA Breakthrough Device Designation for Retinopathy of Prematurity · 2026-04-14T02:16:13.000Z
- National Institutes of Health Awards Theia Imaging $2.0M SBIR Phase II Award · 2024-08-16T02:47:35.000Z
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Profile updated Jul 29, 2026. Sources: theiavisioncare.com, scheduleyourexam.com
