Contact lens manufacturer Daysoft has launched a new website to increase the market for subscription contact lenses.

Following a three-year development and a £500,000 investment, the website offers 24/7 customer service, with a focus on the ability to easily switch between subscription and pay-as-you-go payment options.

Founder of Daysoft, Ron Hamilton, said: ‘The most important change is making it as easy to skip a subscription order or end a subscription service as it is to get into it.

‘The fundamental question we asked was, how can we put our customers in control? Our new system makes purchases hassle-free and empowers customers to avoid long-term subscription contracts and choose payment options that work for them.’