ProVision: ‘Fit for the future’ with new membership structure

The nation’s biggest optical support network is restructuring its offering for members, in its most formative change in close to two decades.

When ProVision CEO Tony Jones sits down to talk with Insight, his enthusiasm for the new direction is obvious, and it’s a sentiment shared by the organisation’s board.

After 18 months of research, stakeholder consultation and rigorous evaluation, the result is a sustainable new membership model designed to help ProVision meet its vision of a thriving future for independent optometry in an evolving industry and marketplace.

The official member launch in late January has been met with positive sentiment, and as the 1 July go-live approaches, there are plenty more conversations ahead to help members, supplier partners and the broader industry prepare.

“Ultimately, this is about giving independent practices the support they actually need, when they need it, in a way that makes a genuine difference to their business,” he says.

The future, as Jones describes it, is one where practice ownership models are more differentiated, a generational handover is reshaping the profession, recruitment pressures are sharper, patient and consumer expectations are changing, and technology continues to play a decisive role across all aspects of the patient journey and practice operations.

The membership model changes under way at ProVision are designed to deliver a more sustainable, contemporary support program that helps practices deal with those challenges and succeed on their terms.

A central element of the change is the retirement of ProVision’s long-standing two-tier membership model, a system that has existed for 16 years and was originally introduced to accommodate different member support levels.

Jones says the model did what it was designed to do, but the ambitions of today’s independent practices have grown well beyond what a two-tier structure can fully support.

Independence today is more diverse than ever; a broad spectrum of clinical and commercial identities that require different types of support at different stages of growth.

“The two-tier model made perfect sense when we introduced it,” he says. “But the needs of independents have evolved, and we need a model that evolves with them.”

e, and services with greater targeted relevance throughout the ownership journey, from first considering independent ownership through to transition out of the profession.

It starts even before the ownership journey begins. With interest in independent ownership at a peak, ProVision’s Aspire program will commence on 1 July with over 180 optometrists already signed up and looking to enter the independent space as an owner – a free service offering guidance, tools and mentorship for those taking the next step into ownership.

At the other end of that journey is ProVision’s new Transitions program. Designed to deliver significant value at the point of exit, it helps practice owners protect their legacy, achieve the best possible outcome from their sale, and where possible, connects them with an aspiring owner through the Aspire program – keeping the practice independent.

In between those points are four membership tiers:

A heavily subsidised, full-service program designed to support any first-time independent practice owner through their critical first twelve months. Building strong systems, attracting new patients and establishing the foundations for long-term success, it reflects ProVision’s commitment to the future of independent optometry.

For established practices seeking essential buying power and simplified administration, delivering industry-leading supplier discounts and streamlined purchasing management to support everyday operations.

For those seeking to scale, improve profitability and drive efficiency through smarter systems, empowered teams, practical marketing solutions and flexible access to pay-as-you-go services as required.

For practice owners looking to optimise and innovate, with tailored coaching, data-driven insights and all-inclusive access to ProVision’s full suite of services and advisory support – everything needed to achieve peak performance and long-term practice goals.

With each membership choice offering an accessible monthly price point reflecting the value of services included, the new model is designed to be as relevant for those just entering independent ownership as it is for established practice owners looking to grow.

“What practices want is very clear,” Jones says.

“They want better support, delivered faster, with clearer solutions and more accountability – and that includes complete transparency around both what they’re getting and what they’re paying for it. Our job is to build the structure and capabilities that enable that.”

This includes ensuring the organisation’s internal structure mirrors the challenges and opportunities practices bring forward, whether that be staffing, product mix, marketing, financial clarity or technology integration. It also means keeping pace with emerging opportunities, including how artificial intelligence can benefit both practice operations and ProVision’s own service delivery.

“When we began reviewing our member offering, we found that we had 55 touch points of value,” says Jones. “That’s a significant offering, but communicating it clearly to existing members, let alone prospective ones, had become increasingly complex. Simplification wasn’t just desirable, it was necessary.”

What followed was a collaborative process drawing on the expertise of ProVision’s leadership and extended team alongside specialist membership consulting, industry bodies, supplier partners and most importantly, ProVision’s own members through dedicated research and engagement.

“Feedback has been encouraging,” says Jones. “Our members are appreciating the choice and transparency the new model delivers, and the ability to move between tiers as their needs change.”

By 1 July, all members will be operating under the new model, with onboarding support available throughout the transition.

For Jones, the new model is less a reinvention than a natural progression, the next step in ProVision’s ongoing commitment to independent optometry. The mission hasn’t changed – ensuring independent practices remain relevant to consumers and viable as businesses – only the means of delivering it.

“ProVision has to be fit for the future,” Jones says. “That means staying close to what independents need today and anticipating what they’ll need tomorrow.”

He stresses that the organisation’s greatest strength remains its member base: a community of independent owners deeply committed to both clinical excellence and commercial sustainability.

“They’re passionate, they’re resilient, and they’re deeply committed to their patients,” Jones says. “Our role has always been to help our members build stronger, more sustainable businesses — because when the business is running well, they can focus on what they’re truly passionate about: delivering outstanding patient care.”

The ProVision team has been in direct conversation with members since the January launch, and by the time the new model goes live in July, every member will have had the opportunity to discuss what it means for their practice. Members are encouraged to identify which tier best reflects their current needs and to reassess as their practice grows. The model is intentionally designed to move with them.

Longer term, the new structure will enable ProVision to deliver more targeted services and tools that strengthen independent optometry. Members should expect more tailored communication, actionable insights, stronger operational support, a sharpened technology offering, and a membership experience that delivers real value designed around their needs.

“Independent practices are changing, and ProVision needs to change with them,” he says. “That’s exactly what we’re doing.”

“We’ve been supporting independent optometry for decades and work with more practices than any other organisation in Australia,” Jones says. “Through that ongoing work with members, we continually build on our understanding of what independent owners need — and this new model is our clearest expression of it yet.”

For more information about ProVision’s new membership model, visit optom.provision.com.au from May 2026.