Opternative to Amp Up Marketing, Product Development, and Staffing

Opternative, maker of a growing online vision testing service, has secured $9 million in its latest round of funding, which it will use to double its engineering, product, sales, and marketing teams. According to a statement from the company, the funding will also be used to grow awareness and adoption of its online vision test with consumers, employers, and eyecare providers.

The round of financing was led by Trust Ventures and Pritzker Group Venture Capital, with an additional investment from existing investor Jump Capital.

"This is only the beginning of great things to come for Opternative," said Brent Rasmussen, CEO of Opternative. "We've had great success in partnering with eyewear retailers and eyecare providers, and this meaningful investment is a great affirmation of the tremendous traction we've achieved and will enable us to aggressively focus on continued international growth and furthering our partnerships with everyone in the industry."

The new funding is just latest announcements from Opternative.

Earlier this fall, it announced the launch of a new web-based, voice-activated vision test. Users can now renew their prescription online using only a mobile device, even if their prescription has changed.

According to Opternative, the technology uses proven voice recognition software from Google, IBM Watson, and Microsoft to enable an accurate, easy, and secure voice guided vision test. It understands a patient's voice commands and moves them through a less-than-15-minute online vision test, allowing a seamless conversation to occur.

"To build upon our vision of making eye care available to anyone, anywhere, anytime, we built the first web-based, conversational test that can be taken solely on a mobile browser," said Ayo Jimoh, CTO of Opternative. "The technology helps elevate and increase access to vision care for patients across the globe."

The mobile-only device test is a complement to Opternative's existing dual-device solution using a computer and a smartphone.

Even earlier this year, EB reported that Opternative launched a service called EZ-Rx, a software platform that enables eyecare practices to offer digital refractions and visual acuity tests on the practice’s own website.