We love to share our story of breaking free.
DirectOD was built in eye care for eye care.
DirectOD wasn’t born in a boardroom or a completely different industry —it was built in the back offices of real, independent eye care practices like yours.
Our journey began inside our own family-run clinics, where we experienced firsthand the growing challenges that so many independent ODs face: shrinking reimbursements, constant administrative headaches, and the invisible toll that Vision Care Plans were taking on both our patients and our bottom line. We watched patients get confused by what their insurance actually covered and saw practices—ours included—slowly lose control over pricing, care decisions, and financial stability.
But what hit hardest was watching passionate, skilled doctors pour everything into their work, only to feel limited, overburdened, and trapped in a system that didn’t serve them.
We knew there had to be a better way.
So we stepped away from the status quo and started building—carefully, intentionally, and alongside real optometrists and staff. We didn’t want to patch a broken system. We wanted to create a new one. One that empowers independent practices to take ownership of their patient relationships and build recurring, sustainable revenue without relying on third parties.
That’s how DirectOD was born—a platform designed specifically to help practices launch and grow their own in-office vision membership plans. It’s not just a product. It’s a movement. A way to say: Your care. Your patients. Your plan.
We built DirectOD for you because we are you. And we’re here to help you protect what matters most—your independence, your income, and your ability to care on your terms.
Our core values
Dedicated to making change.
DirectOD Vision Membership Plans are NOT insurance. Members pay a monthly or annual fee directly to participating eye care providers in exchange for access to discounted services, benefits, and product savings as outlined in the provider’s custom membership plan. Members are responsible for paying their provider directly for any services or products received beyond the plan’s benefits. Plan features, pricing, and savings may vary by provider and location — please refer to your provider’s specific plan terms for full details. Vision membership plans offered through DirectOD do not qualify as insurance under the Affordable Care Act and do not satisfy minimum essential coverage requirements. DirectOD is not an insurance company, and does not pay or reimburse providers for services rendered. DirectOD exclusively supports eye care and does not operate in any other medical field or acknowledge outside industry technologies attempting to operate in the eye care industry . For questions regarding your plan, please contact your participating provider or reach out to us at admin@directod.com.
We love to share our story of breaking free
DirectOD was built in eye care for eye care.
DirectOD wasn’t born in a boardroom or a completely different industry —it was built in the back offices of real, independent eye care practices like yours.
Our journey began inside our own family-run clinics, where we experienced firsthand the growing challenges that so many independent ODs face: shrinking reimbursements, constant administrative headaches, and the invisible toll that Vision Care Plans were taking on both our patients and our bottom line. We watched patients get confused by what their insurance actually covered and saw practices—ours included—slowly lose control over pricing, care decisions, and financial stability.
But what hit hardest was watching passionate, skilled doctors pour everything into their work, only to feel limited, overburdened, and trapped in a system that didn’t serve them.
We knew there had to be a better way.
So we stepped away from the status quo and started building—carefully, intentionally, and alongside real optometrists and staff. We didn’t want to patch a broken system. We wanted to create a new one. One that empowers independent practices to take ownership of their patient relationships and build recurring, sustainable revenue without relying on third parties.
That’s how DirectOD was born—a platform designed specifically to help practices launch and grow their own in-office vision membership plans. It’s not just a product. It’s a movement. A way to say: Your care. Your patients. Your plan.
We built DirectOD for you because we are you. And we’re here to help you protect what matters most—your independence, your income, and your ability to care on your terms.
Our core values
Dedicated to making change.
Lexington, KY
40509 US
DirectOD Vision Membership Plans are NOT insurance. Members pay a monthly or annual fee directly to participating eye care providers in exchange for access to discounted services, benefits, and product savings as outlined in the provider’s custom membership plan. Members are responsible for paying their provider directly for any services or products received beyond the plan’s benefits. Plan features, pricing, and savings may vary by provider and location — please refer to your provider’s specific plan terms for full details. Vision membership plans offered through DirectOD do not qualify as insurance under the Affordable Care Act and do not satisfy minimum essential coverage requirements. DirectOD is not an insurance company, and does not pay or reimburse providers for services rendered. DirectOD exclusively supports eye care and does not operate in any other medical field or acknowledge outside industry technologies attempting to operate in the eye care industry . For questions regarding your plan, please contact your participating provider or reach out to us at admin@directod.com.