WRITER Melanie Kell

Established by Optometry Australia (then known as the Australian Optometrical Association) in 1989, ProVision was born as Australia’s Independent Optometrists and created to support independent optometry at a critical juncture when corporate optometry was entering the Australian market. With 445 member practices across Australia, representing both metropolitan areas and most regional centres, its mission remains highly relevant today: to promote a vibrant independent sector and ensure its ongoing sustainability. mivision caught up with CEO Tony Jones to find out more.

Since its inception, ProVision has been owned by Optometry Australia (OA), which has maintained a single-shareholder structure. Originally formed as a buying group, ProVision’s initial role was focussed on providing independents with collective buying power and some operational resources.

In the early 1990s, the arrival of corporate optometry posed a challenge to the diversity and independence within the sector. ProVision emerged to protect and nurture a strong independent alternative, emphasising clinical excellence and community connection.

Fast forward to 2025, and ProVision has transformed significantly “from essentially a buying group into a sophisticated service and technology partner”, according to Mr Jones.

A PROGRESSIVE MEMBERSHIP

ProVision members are highly diverse yet unified by their commitment to clinical excellence, local community engagement, and sustainable business practice. Many hold prominent community profiles, demonstrating progressive thinking and an openness to innovation, Mr Jones said. This collective diversity fosters shared learning and industry advancement, which benefits all members.

To meet the unique challenges faced by these independent members, “ProVision has shifted from a product-based organisation to one focussed on providing tailored business advice and coaching, game-changing business systems, strategic marketing, human resources (HR) support, education, and advanced technology integration”.

Recent service evolutions include the engagement of specialists in systems onboarding and training, recruitment to cater to member needs, and the further development of systems to enhance efficiencies, reduce costs, and support independent growth.

TAKING A LEADERSHIP POSITION

As Australia’s largest network of independent optometrists, Mr Jones said ProVision continues to reinforce its leadership position, offering comprehensive market support “that adapts to our industry’s needs and consistently returns positive business outcomes for our members”.

Membership fees, tailored to the practice owner’s desired engagement level, enable access to a wide array of services, offered at competitive rates or as included benefits, depending on choice of membership, Mr Jones explained.

“ProVision’s innovative services and advanced technology systems are unique, not only within Australia, but when compared to similar groups internationally. Notably, we operate on a profit-for-purpose model, meaning all surpluses are targeted towards future member-focussed initiatives, ensuring maximum benefit to members.”

THE POINT OF DIFFERENCE

To continuously advance its member value proposition, ProVision gathers insights from member feedback, supplier partnerships, consumer research, and international market trends. Regular independent surveys and annual strategic planning also help ensure the organisation remains responsive and relevant to evolving member needs.

“ProVision leads the way in key areas like systems, HR, learning and development, leasing negotiation, and business transition support,” Mr Jones observed. “We provide comprehensive support in strategic marketing, inventory management, and advanced technology integration. This is made possible through a sophisticated team of 30 business professionals.

“Our unique business coaching model and innovations across product ordering, invoicing, business intelligence, marketing, and practice training help to set us apart.”

THE PATH FORWARD

Moving into the next five to 10 years, Mr Jones said “ProVision is positive and enthusiastic about the opportunities for future independent growth with an unprecedented level of interest in independent ownership from early career optometrists”.

He said ProVision aims to expand its bespoke support across various stages of the optometry journey and practice lifecycle, recognising the unique challenges and opportunities faced at different career stages.

“Innovations will continue in automation, the adoption of artificial intelligence, advanced practice development, wellbeing initiatives, and enhanced networking opportunities. Initiatives such as business influence groups, women in optometry, and the associate programme for prospective new owners, reflect our commitment to nurturing the next generation of independent practice owners,” he said.

Mr Jones said the altruistic nature of the associate programme extends support beyond direct membership, demonstrating ProVision’s wider industry commitment to the independent sector.

The benefit of the associate programme is two-fold. “We are experiencing an increasing level of interest from younger, established optometrists seeking guidance and professional advice as they look toward practice ownership.

“We also have many members succession planning and looking to sell and transition out of their practice, so matching the two parties and guiding each through the process ensures these practices remain independent for years to come.

“This matching process is just one aspect of our service. We welcome anyone considering independent ownership or currently operating independently to reach out and discover how ProVision’s flexible support options can assist them to meet their individual goals – no matter where they are in their journey,” Mr Jones concluded.

This article was sponsored by ProVision.