Public Relations

Opternative was founded with a sincere belief that glasses and contact lens prescriptions should be accessible and affordable to everyone.

Anyone who wears glasses or contacts knows the frustration and inconvenience of getting a new prescription and purchasing vision correction. Appointments, time off work, waiting rooms, and hidden fees, this process and equipment has seen little innovation in the past 75 years. We knew there had to be a better way, so we created Opternative.

The Opternative online vision test is the most convenient way to get a prescription for contacts and glasses. You can take your test anywhere, anytime, and your doctor issued prescription can be used to shop everywhere.

Whether you have good insurance, bad insurance, or no insurance at all, Opternative can save you time and money on your next eye exam and prescription. Almost half of our patients are covered by vision insurance and still choose to use Opternative because of the additional cost saving over a traditional eye exam. Based on a recent third party survey of 600 Opternative patients, 88% reported saving money and 96% reported saving over an hour from the traditional eye exam process.

Many consumers across the United States do not have an optometrist within reasonable travel distance. Access is further restricted because basic vision care is not part of normal health insurance and is not mandated for adults (19 or older) by the ACA. The needs are staggering: according to the Vision Council’s VisionWatch study, 67 million American adults have not had an eye exam in the last two years due to convenience and cost issues, and millions of Americans have never had an eye exam. Meanwhile, an estimated three-quarters of the US population needs some form of corrective vision care.

At Opternative, we believe in a transparent test process and flat pricing to educate and empower our patients. At just $19.99 for a prescription for glasses or contacts and $29.99 for both, we provide a medical necessity without the costly bills that often follow a visit to an optometrist. Getting a prescription for glasses or contacts through Opternative saves a patient on average 68.5% on a typical optometrist visit for an eye exam which cost $127 on average, based on a study by the Management & Business Academy.

Our mission is to help the world see and feel better. Vision tests for glasses and contact prescriptions are just the beginning. The potential for Opternative is much bigger than simply saving our patients time and money. We envision a world where technology enables patients and doctors to connect to make all aspects of vision care more convenient and accessible.

Optometrists are trying to ban ophthalmologists from issuing prescriptions for glasses and contact lenses via telemedicine tools. New clinically proven technologies like Opternative would be blocked from providing patients access to safe, convenient, and low cost prescriptions for glasses and contacts.

We believe that legislation should enhance, not diminish, consumers’ access to telehealth by:

  • maximizing the types of technology that can be used;
  • empowering providers to use the technology of their choice with patients;
  • requiring secure use of information technology;
  • eliminating barriers such as requiring prior in-person visits;
  • recognizing that telehealth is a tool, not a separate practice of medicine.

Our 99.6% satisfaction rating is a testament to how much our patients love the Opternative experience.

Patients come first, it is that simple.

To reach the public relations team, please e-mail press@opternative.com or use our contact form

Articles and Press Releases


Opternative Press Release: Brent Rasmussen Joins Opternative Opternative names former CareerBuilder President as CEO.

Press Release


Opternative names former CareerBuilder President as CEO

CHICAGO, IL, Jan. 2, 2018 - Opternative, Inc. today announced that Brent Rasmussen has joined the company as Chief Executive Officer and as a member of the Board of Directors. Rasmussen recently served as CEO at Halo Group and previously was COO and President, North America, at CareerBuilder. As Opternative’s CEO, Rasmussen will be responsible for furthering the company’s mission of being the ubiquitous leader in optical telehealth by partnering with eyewear companies and retailers to provide safe and affordable online vision tests for people worldwide.

“Brent has incredible experience and has achieved great success with technology companies. His proven track record of execution and his ability to lead by example are welcomed additions to our team.” said Dr. Steven Lee, OD, Founder and Chief Science Officer of Opternative. “I’m also grateful to Pete Carroll, Operating Partner from Jump Capital, for his invaluable leadership and guidance as Interim CEO driving us forward throughout 2017.” Jump Capital Managing Director Sach Chitnis said, “As a Board, we could not be more excited to have Brent lead Opternative’s strong executive team as the company continues to expand and meet the needs of its partners and customer base.”

“I am thrilled to join Opternative and look forward to working with the company’s talented employees and its value-driving partners to continue the company’s high growth trajectory,” said Rasmussen. “The work we do going forward in satisfying the universal need for accessibility and affordability within eye care is paramount. I’m eager to take on the challenge ahead and help accelerate their strong growth.”

About Opternative:

Opternative Inc., a Chicago-based healthcare technology company, founded in 2012, has launched the first online refractive eye test that delivers a physician-issued prescription for glasses or contact lenses. The test is interactive and follows the same subjective principles applied in an eye care professional’s office where patients are asked to respond to a series of questions based on images presented to them. The software uses a series of vision tests, algorithms and patient medical history to provide ophthalmologists with a clinical decision support tool that enables them to diagnose patients with nearsightedness, farsightedness, astigmatism, emmetropia and to prescribe glasses or contacts when appropriate. With a mission to help the world see and feel better, the Opternative eye test will make vision screening and prescription services accessible and affordable to everyone.

Contact: Pete Horkan, External Affairs pete@opternative.com (773) 459-8859
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Chicago Inno Opternative Gets a Big Win in South Carolina South Carolina Governor Nikki Haley has vetoed a bill that would have banned the use of Opternative in the state.
Opternative Press Release: South Carolina Lawsuit Lawsuit challenges South Carolina’s shutdown of Opternative.

Press Release


Lawsuit Challenges South Carolina’s Shutdown Of Innovative Online Eye Exam Company.

Columbia, South Carolina – Can the government restrict access to innovative health care technology in order to prop up an outdated business model? That is the question to be answered by a new lawsuit filed today by online company Opternative and the Institute for Justice in the South Carolina Court of Common Pleas.

Opternative is a Chicago-based startup that offers consumers a simple promise: Get a new prescription for glasses and contacts from the comfort of your own home. Operating in 39 states, their technology allows doctors to provide faster and better service to more people—but not in South Carolina. Earlier this year, the legislature passed a law banning Opternative’s technology to protect the profits of existing storefront businesses, despite allowing access to most other forms of telemedicine.

“We’re suing the state of South Carolina to protect patients’ right to accessible and affordable eye care services,” says CEO and co-founder of Opternative, Aaron Dallek. “Doctors should be able to use Opternative’s innovative telehealth technology to help patients in South Carolina see clearly.”

When vetoing the bill, Gov. Nikki Haley wrote, “I am vetoing this bill because it uses health practice mandates to stifle competition for the benefit of a single industry . . . [this law] is putting us on the leading edge of protectionism, not innovation.” Unfortunately, the legislature did not heed her message and overrode Gov. Haley’s veto.

But Gov. Haley was right: The state’s ban on online eye exams serves no real public purpose. Prescriptions for glasses in South Carolina expire after one year; and the American Academy of Ophthalmology recommends otherwise healthy patients ages 18-39 get a comprehensive eye exam every five to 10 years and otherwise healthy patients 40-54 get one every two to four years. So services like Opternative’s fill that gap. They are not meant to replace comprehensive eye exams; they are meant to expand access to care by allowing doctors to provide new prescriptions without forcing people to drive to brick-and-mortar storefronts every 12 months. That is good for doctors and good for patients. It is good for everyone—except the people who own those storefronts.

“This case presents a simple choice between new technologies that expand access to care and protectionist legislation to preserve the profits of established businesses,” explained IJ Senior Attorney Robert McNamara. “Patients and their doctors should be in charge of managing their own healthcare decisions, not the South Carolina General Assembly.”

Eyeglasses and contacts are a big industry. According to the American Optometric Association, some 202 million Americans require some form of vision correction like glasses or contacts. Euromonitor International, which publishes the world’s most comprehensive market research on the eye care industry, said that Americans spend more than $34 billion every year on spectacles and contacts.

“State courts across the country have struck down laws that protect established businesses from competition,” said IJ Attorney Joshua Windham. “We expect South Carolina’s courts to follow suit.”

“State courts across the country have struck down laws that protect established businesses from competition,” said IJ Attorney Joshua Windham. “We expect South Carolina’s courts to follow suit.”

About Opternative:

Opternative Inc., a Chicago-based healthcare technology company, founded in 2012, has launched the first online refractive eye test that delivers a physician-issued prescription for glasses or contact lenses. The test is interactive and follows the same subjective principles applied in an eye care professional’s office where patients are asked to respond to a series of questions based on images presented to them. The software uses a series of vision tests, algorithms and patient medical history to provide ophthalmologists with a clinical decision support tool that enables them to diagnose patients with nearsightedness, farsightedness, astigmatism, emmetropia and to prescribe glasses or contacts when appropriate. With a mission to help the world see and feel better, the Opternative eye test will make vision screening and prescription services accessible and affordable to everyone.

Contact: Pete Horkan, External Affairs pete@opternative.com
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Politico Governor Martinez Vetoes Bill New Mexico Gov. Susana Martinez vetoed legislation that would have banned online eye prescription renewals.
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