Opternative changes company name to Visibly

Brent Rasmussen
Brent Rasmussen

Eye care technology company, Opternative, announced its rebranding to Visibly.

The new company name aims to appropriately represent the broad scope of who it can serve, according to a press release from Visibly.

“Throughout the past year, we've been able to quadruple the number of partners we have in the eye care industry. In building these partnerships we heard frequently that our previous name, Opternative, put forth the idea that our technology was an alternative to optometry,” Visibly CEO Brent Rasmussen told Primary Care Optometry News.

“However, that's not the case,” he said. “We are instead a supplement to the care that optometrists deliver to their patients. So, we chose to find a new company name that better represented the solutions we offer to the eye care industry. Now, more than ever, we are listening to the industry's needs so we can improve upon our existing technology and build new technologies to help empower eye care practices under the Visibly name.”

In a press release from Visibly, the company highlighted the many stakeholders in this decision-making process, including board members, industry experts, doctors, investors and employees. Insight from the many levels of leadership and employment aided in rebranding Opternative as a business that reflects the audience it serves today and plans to serve in the future.

“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,” Visibly founder and chief science officer Steven Lee, OD, said in the 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 eye wear retailers in the industry.” by Scott Buzby

Brent Rasmussen
Brent Rasmussen

Eye care technology company, Opternative, announced its rebranding to Visibly.

The new company name aims to appropriately represent the broad scope of who it can serve, according to a press release from Visibly.

“Throughout the past year, we've been able to quadruple the number of partners we have in the eye care industry. In building these partnerships we heard frequently that our previous name, Opternative, put forth the idea that our technology was an alternative to optometry,” Visibly CEO Brent Rasmussen told Primary Care Optometry News.

“However, that's not the case,” he said. “We are instead a supplement to the care that optometrists deliver to their patients. So, we chose to find a new company name that better represented the solutions we offer to the eye care industry. Now, more than ever, we are listening to the industry's needs so we can improve upon our existing technology and build new technologies to help empower eye care practices under the Visibly name.”

In a press release from Visibly, the company highlighted the many stakeholders in this decision-making process, including board members, industry experts, doctors, investors and employees. Insight from the many levels of leadership and employment aided in rebranding Opternative as a business that reflects the audience it serves today and plans to serve in the future.

“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,” Visibly founder and chief science officer Steven Lee, OD, said in the 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 eye wear retailers in the industry.” by Scott Buzby