Our History

In 1956, Sylvan Ray founded Associated Optical to manufacture and distribute ophthalmic eyeglasses and contact lenses. Joel Ray began his career with Associated Optical in 1974, and became Chairman and CEO ten years later.

Recognizing a market shift in the mid-1980s, Joel created Coast to Coast Vision Plan (CTC) to offer members discounts through a network of retail optical providers. Today, the network has grown to over 12,000 locations, including Pearle Vision and LensCrafters, plus regional chains, surgical centers, and thousands of independents across the country.

In 1990, Joel created New Benefits to address skyrocketing healthcare costs and consumer demand for discount healthcare products. In 1993, New Benefits expanded to provide discounts on prescription drugs, dental care, and hearing aids - all on one card.

Terry Tullo joined New Benefits as President in 1995 to develop a long-term business plan, manage operations, promote the advantages of noninsured benefits, and assist with national accounts. In 2002, Terry created the revolutionary Dare to Dazzle™ program to establish customer care as part of the New Benefits DNA.

Today, New Benefits is a privately held company with 100+ employees in Dallas, Texas. New Benefits owns and operates Coast to Coast Vision Plan (CTC), NB PBM and UHS Chiropractic networks.

The undisputed industry leader, New Benefits helps thousands of insurance companies, associations, government agencies, TPAs, and employers provide millions of Americans with valuable discounts on health and lifestyle products.