Company Overview

Primary Vision Care Services, Inc. (PVCS) is an Oklahoma incorporated company, headquartered in Lawton, Oklahoma. PVCS offers a comprehensive vision benefit plan with affordable pricing for eye care services provided by independent optometrists and ophthalmologists. The company’s vision benefit plan serves employer groups, as well as individually enrolled plan members.


PVCS was founded in December 1993 and incorporated in the State of Oklahoma in September 1997. PVCS is headquartered in a professional office building in Lawton, Oklahoma. PVCS staffs, operates, and conducts its administrative, financial, business development, customer service, and information technology functions at this site. The company is an S-Corporation solely owned by a licensed Oklahoma Optometrist, Dr. Richard Scott Swales, O.D., who has practiced optometry since 1974, and acts as President. Chief Executive Officer, and Medical Director. The company has served over 100,000 members across the nation with a heavy concentration of locations in the Central and Southwest United States.

Vision benefits are provided through a network of over 700 independent optometrists and ophthalmologists. All vision providers are credentialed in accordance with guidelines set forth by the appropriate State agency for licensing/certifying of Optometry or Ophthalmology practices for the practice location.

The PVCS vision benefit plan is considered to be a Direct Care Plan by the Oklahoma Insurance Department and is governed by the Department pursuant to 36 O.S. Section 632, “the service provided herein is not insurance. State insurance insolvency guarantee funds are not available for your use in the event of insolvency or liquidation of this company.” PVCS is a Third Party Administrator (TPA) in Oklahoma and Texas and exploring other states.