About
Who we are
We’re a small, passionate team of optical professionals, developers, and business strategists with a shared mission: to empower independent opticians. Our size is our strength—agile, responsive, and always improving, without layers of red tape or ego.
Our Mission
Everyone on our support team has worked in practice. We know the admin overload, the clunky systems, the frustration of great ideas being blocked by bad software. That’s why we’re building the system we always wished we had.
Built with you
Every idea from our community matters. We don’t believe in inner circles—if you use iClarity, your voice shapes its future. We listen, we act, and we ship updates every 6–8 weeks based on what real practices ask for.
Our Values
iClarity is more than a PMS—it’s a commercial engine that connects you with top suppliers and partners to help your practice run smarter, faster, and more profitably.
250+ Independent Practices
Trusted by a fast-growing network of independents across the UK.
4 Leading Universities
Chosen by top institutions for clinical training and innovation.
6–8 Week Release Cycle
Continuous improvements based on real user feedback—no waiting months for updates.
All-in-One Clinical Screen
No tab-switching, no clutter—just streamlined, paperless patient care.
Proud Partners
Leading practices across the UK use iClarity to streamline operations, elevate patient care, and grow with confidence.
Real Stories, Real Impact
Our co-founders, Dan and Charlie, bring deep, lived experience from the front lines of optics, business transformation, and practice operations. But iClarity isn’t just their vision—it’s a collective effort.
Backed by a passionate team of developers, former practice managers, and support specialists, we’re building a platform shaped by real challenges, real feedback, and a shared belief that independent practices deserve better. Together, we’re creating something extraordinary—for those who refuse to settle for average.
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If you’re tired of being held back by outdated tools or generic solutions, let’s talk. We’re here to help you build a practice that thrives—with clarity, confidence, and community.
Contact Us