A startup called Opternative wants to make the process of getting new glasses or contact lenses easier. It has launched what it says is the first physician-approved online prescription service for glasses and contacts.

The service relies both on web-based and mobile apps to guide users through a refractive eye exam that takes some 25 minutes to complete. Said exam along with a prescription for either a glasses or contact lens costs $40, or $60 for both. As part of the deal, patients receive an Ophthalmologist-issued prescription within 24 hours.

Opternative removes the need to visit an ophthalmologist’s office except for those who have never worn corrective lenses.“Our technology and team of ophthalmologists make eye exams convenient and affordable while providing consumers a choice of where and when they want to receive eye exam services,” said Aaron Dallek, Opternative’s CEO and co-founder.

Opternative removes the need to visit an ophthalmologist’s office except for those who have never worn corrective lenses — they can only get an immediate prescription for glasses. Also, the service can’t detect eye-based medical conditions.

The process starts with a patient signing up at Opternative.com, from where he/she is guided by a series of written and audio instructions, while recording answers on his/her smartphone. Once the online exam is completed, a licensed ophthalmologist evaluates the patient’s results, health information and medical history, and then — if needed — issues a prescription that is delivered through Opternative’s HIPAA-compliant platform.

The company is debuting in 27 states, covering 75% of the population aged 18-40 years old. It was founded in 2012, and raised $1 million in funding in a February 2014 from Chicago Ventures, Tribeca Venture Partners, and Lakewest Venture Partners.