Warby Parker targets retirees in deal with health insurance giant

Warby Parker will be tapping into a fast-growing market — aging Baby Boomers on Medicare — via a deal with UnitedHealth.

The health insurer announced that Warby Parker’s prescription eyewear is now available to approximately 2 million people enrolled in its Medicare Advantage plans, either at more than 80 Warby Parker stores nationwide or on the retailer’s website. It is the first time Warby Parker is accepting Medicare insurance.

Enrollees in Medicare Advantage plans that include eyewear benefits through UnitedHealthcare Vision can purchase eyewear Warby Parker’s stylish eyewear for little or no out-of-pocket cost — often for less than $50, according to UnitedHealthCare. The expansion builds on an existing relationship between the two companies that provides individuals with employer-sponsored and individual UnitedHealthcare plans access to Warby Parker’s designer eyewear for only a copayment. UnitedHealthcare became the first insurance plan accepted by Warby Parker in 2017.

“Our expanded relationship with Warby Parker and additional benefit options will help support more Americans with their eye health, which is important for overall health,” said John Ryan, general manager, UnitedHealthcare Vision. “We know Baby Boomers are looking for a more convenient and personalized health care experience, and we believe they will find Warby Parker’s innovative model both appealing and affordable as they shop for eyewear.”