Opternative announced that it has changed its name Visibly to better represent the eye care industry, according to a company news release.
“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,” Dr. Steven Lee, Founder and Chief Science Officer of Visibly, said in the news release. “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 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 to ensure the new name, Visibly, reflects the audience the company serves today and plans to serve in the future.
“Our company believes that every human on earth deserves affordable access to eye care, wherever they are, all of the time,” said Brent Rasmussen, Chief Executive Officer at 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.”
Visibly, a Chicago-based eye healthcare technology company founded in 2012, creates digital eye care technologies. Its online vision test allows patients to renew their prescription anywhere, anytime.