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Opternative Changes Its Name

It’s changing because the old name ‘positioned the brand as an existential threat’ to ODs.




CHICAGO — Opternative is changing its name.

From now on the company, which offers online vision tests and prescriptions, will be known as Visibly. The company said in a press release that its new name “fully embraces the solutions it offers the eye care industry and appropriately represents the broad scope of who it can serve.”

“We understand that our previous company name, Opternative, carried a negative connotation in the eye care industry and positioned the brand as an existential threat to Optometrists,” said Dr. Steven Lee, founder and chief science officer of Visibly.

“This is why it was important for us to rebrand the company with a name that better represents the partnerships we’re building with eye care providers and eyewear retailers in the industry.”

The company stated that it “involved many key stakeholders in the decision-making process for its new name through interviews with board members, industry experts, doctors, investors, and internal employees.”

“Our company believes that every human on earth deserves affordable access to eye care, wherever they are, all of the time,” said Brent Rasmussen, CEO of Visibly.


“Our new name Visibly represents this belief and inspires confidence within the industry to embrace positive change that will help more people see more clearly, more often.”



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