VANCOUVER, British Columbia—Kits Eyecare Ltd. (TSX: KITS), a vertically integrated eyecare provider, has announced a collaboration with Telus Health, a global health care company providing comprehensive physical, mental and financial well-being services and solutions. The agreement offers direct billing for 38 insurance companies, covering more than 70 percent of Canadians, according to the announcement. With this partnership, Kits now offers the widest direct billing coverage in Canada for the optical category, according to the company.

Kits recently conducted a survey and found that buying glasses and contact lenses in Canada is often a stressful and complicated activity, despite the fact that more than 7 out of 10 adults in Canada require optical products to get through the day. The survey also found that nearly half of eyewear wearers in Canada (46 percent) delayed buying eyewear they needed because their insurance plan didn't cover any or enough of the cost. Additionally, the survey found that two thirds (66 percent) of eyewear buyers experienced a delay in waiting to be reimbursed by their insurance company.

Telus Health's eClaims solution allows patients to experience the benefits of direct billing with instant coverage verification, the company said. Based on their private plan coverage, an individual can have their reimbursement automatically deducted during checkout.

"We are making history in the optical category in Canada, together with Telus Health, by offering the widest direct billing coverage, and making it easier for Canadians to get the optical products they need," said Roger Hardy, co-founder and CEO of Kits. "From day one, it was our mission to make eyecare easy for everyone. This is another step forward in providing industry-leading value to ensure the best customer experience possible."