GreenMan
GreenMan develops InSightVR, a virtual reality platform that lets cataract patients preview post-surgical vision with different intraocular lens options before surgery. The company sells subscription-based VR hardware and software directly to ophthalmology clinics and surgical practices in the United States.
- Company typePrivate
- Founded2023
- HeadquartersFargo, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What GreenMan does
GreenMan Vision, Inc. (DBA GreenMan) is a Delaware-incorporated, privately held medical device and software company headquartered in West Fargo, North Dakota, founded in 2023 by practicing ophthalmologists Michael Greenwood, MD and Brandon Baartman, MD. The company develops and commercializes InSightVR, an immersive virtual reality platform designed to improve patient education and decision-making prior to cataract surgery. InSightVR uses individual patient biometry to render personalized simulations of post-surgical visual outcomes across multiple intraocular lens (IOL) options, including monofocal, monofocal toric, multifocal, extended depth of focus (EDOF), and monovision/light adjustable lens configurations, with each session averaging approximately five minutes.
The platform has been clinically validated through IRB-approved studies across five U.S. sites (including Vance Thompson Vision locations in Fargo, Omaha, Sioux Falls, and South Sioux City, and Brighton Vision) involving more than 600 cataract patients. Published outcomes show a 2x increase in advanced-technology IOL selection (57% vs 26% control), 90% post-surgery expectation match, and 93% patient recommendation rates. GreenMan supplements the core InSightVR offering with the Learning Hub (training and IOL education content), the Education Forum (expert implementation guidance), a four-phase VR Integration Service (Discovery, Planning, On-Site Go-Live, Ongoing Support), and a public ROI Calculator for practice-level profitability modeling.
GreenMan monetizes InSightVR via a subscription model priced at $1,500/month or $15,000/year, with a 60-day initial period before regular billing; both tiers include the VR headset system, platform access, training, and ongoing support. The company sells directly to ophthalmology clinics and cataract surgery practices through an enterprise field sales motion led by Head of Sales Eric Patnode and supported by a Medical Advisory Board that includes internationally recognized ophthalmologists. As of late 2024, GreenMan had raised approximately $985,000 through a SAFE offering targeting $1.5M, has fewer than 10 employees, and operates exclusively in the U.S. market.
GreenMan firmographics
Firmographics- Name
- GreenMan
- Legal name
- GreenMan Vision, Inc.
- Website
- https://greenmanvr.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GreenMan develops InSightVR, a virtual reality platform that lets cataract patients preview post-surgical vision with different intraocular lens options before surgery. The company sells subscription-based VR hardware and software directly to ophthalmology clinics and surgical practices in the United States.
- Ownership category
- akta.pro rank
GreenMan industry classification
Industry- Product category
- Ophthalmology Patient Education Software
- NAICS
- Software Publishers (5132), Computer Systems Design and Related Services (54151)
- SIC
- Surgical & Medical Instruments & Apparatus (3841), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Cataract Surgery Systems & IOLs (Phaco Systems, IOLs, Intraoperative Aberrometry, Viscoelastics) (HLAHAJAH)
- akta.pro secondary industry
- Ocular Imaging & Diagnostic Testing Centers (HLAKAKAN)
Keywords
Where GreenMan is headquartered
LocationHeadquarters
- HQ city
- Fargo
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
GreenMan business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Subscription Licensing - Monthly: Monthly subscription model at $1,500/month with a 60-day initial period before regular billing begins. Provides ongoing access to InSightVR platform, VR headset system, training, and support.
- Subscription Licensing - Annual: Annual subscription model at $15,000/year, offering a discounted rate compared to monthly billing for clinics committed to longer-term use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription for InSightVR platform and hardware |
| Subscription | Annual | Annual subscription for InSightVR platform and hardware |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
GreenMan product offering
Product offeringCore offering
GreenMan develops and sells InSightVR, an immersive virtual reality platform that enables cataract patients to preview their post-surgical vision with different intraocular lens (IOL) options before surgery. The platform is sold to ophthalmology clinics and cataract surgery practices as a subscription that bundles the VR headset hardware, software platform, training, and ongoing implementation support. It leverages personalized patient biometry to deliver realistic visual simulations that improve patient education, expectation alignment, and premium IOL adoption.
Product overview
GreenMan offers InSightVR as a unified virtual reality patient education platform designed specifically for cataract surgery consultations. The core product is InSightVR, which uses immersive VR technology to let patients visualize post-cataract vision with different IOL options before surgery. This single platform is supported by ancillary modules including the Learning Hub (training materials, clinic staff guides, and IOL education resources), the Education Forum (expert perspectives and implementation best practices), VR Integration Services (four-phase onboarding and implementation support), and an ROI Calculator for practices to assess profitability gains. The product ecosystem works together to transform abstract IOL concepts into tangible patient experiences, supporting adoption of advanced premium lenses and improving surgeon-patient communication.
Differentiator
Problem solved
Functional benefit
Brands
- InSightVR: Breakthrough virtual reality platform that helps cataract patients make informed decisions about intraocular lenses (IOLs) by simulating post-cataract vision with different IOL options before surgery
Products and services
- InSightVR An immersive virtual reality platform that enables cataract patients to preview their post-surgical vision with different intraocular lens (IOL) options (Monofocal, Monofocal Toric, Multifocal, EDOF, Monovision/Light Adjustable Lens) before making a decision. It uses personalized patient biometry data to deliver realistic visual simulations and is sold as a subscription to ophthalmology clinics and cataract surgery practices in the U.S.
Quantifiable outcome
- 2x increase in advanced technology IOL selection (57% vs 26% control)
- +5 more outcomes
Companies that use GreenMan
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
GreenMan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
GreenMan partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
GreenMan competitors and assessment
Company assessmentEmerging players
- Osso VR: Osso VR is a VR surgical training platform used by surgeons, medical device companies, and hospitals. It shares the VR-in-medicine DNA with GreenMan and represents an emerging player that could expand from clinician training into patient education adjacencies.
- FundamentalVR: FundamentalVR builds VR-based surgical training and education platforms with haptics for clinicians. While currently focused on surgeon training rather than patient education, it represents the closest emerging VR-surgery education peer with potential to move into patient-facing IOL workflows.
- Medivis: Medivis develops AR/VR visualization for surgical planning and clinician decision support. As an emerging player applying immersive technology to surgical workflows, it is a partial-overlap peer relevant to GreenMan's longer-term platform ambitions beyond cataract IOL education.
Broad incumbents
- Alcon: Alcon is the largest global ophthalmic device company and a leading IOL manufacturer for cataract surgery. As the dominant supplier of premium IOLs that GreenMan's platform helps patients select, Alcon is both a potential partner and a likely future competitor that could bundle IOL visualization tools with its lens portfolio.
- Carl Zeiss Meditec: Carl Zeiss Meditec supplies surgical microscopes, IOLs (CT SPHERIS), and ophthalmic diagnostic equipment used by cataract surgeons globally. Its installed base in ophthalmic ORs and clinics makes it a natural broad incumbent that could integrate VR-based IOL counseling into its surgical workflow offerings.
- Touch Surgery (Medtronic): Touch Surgery is a surgical simulation and training platform now owned by Medtronic, used widely by surgeons and medical device companies. As an established VR/simulation brand in surgery, it is a comparable peer for VR-based procedural education with the resources of a major medtech owner.
- STAAR Surgical: STAAR Surgical is an IOL and refractive surgery company whose lens portfolio competes directly in the premium IOL selection market. As a focused IOL player, STAAR could pursue patient education tools that mirror GreenMan's value proposition to drive premium mix.
- Johnson & Johnson Vision: Johnson & Johnson Vision is a major IOL manufacturer (TECNIS platform) serving cataract surgeons worldwide. With established relationships across US ophthalmology practices, J&J Vision is positioned to either partner with or compete against GreenMan by embedding patient IOL education into its surgical ecosystem.
- Bausch + Lomb: Bausch + Lomb is a major IOL manufacturer (enVista, LuxSmart) and broad ophthalmic player. As an established vendor to cataract surgeons, the company has the scale and clinical relationships to develop or acquire a competing IOL patient education solution.
Direct peers
- Surgical Theater: Surgical Theater provides VR-based medical visualization for surgical planning and patient education, primarily in neurosurgery and oncology. It is the most directly comparable VR patient-education platform in the surgical space and a natural adjacency/cross-sell partner or competitor for GreenMan.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
GreenMan social profiles
Digital presenceGreenMan financial estimates
Financial estimateRevenue estimate
Valuation estimate
GreenMan leadership team
Management profileNumber of profiles
Profiles7 records
GreenMan funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GreenMan M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GreenMan
What does GreenMan do?
GreenMan develops and sells InSightVR, an immersive virtual reality platform that enables cataract patients to preview their post-surgical vision with different intraocular lens (IOL) options before surgery. The platform is sold to ophthalmology clinics and cataract surgery practices as a subscription that bundles the VR headset hardware, software platform, training, and ongoing implementation support. It leverages personalized patient biometry to deliver realistic visual simulations that improve patient education, expectation alignment, and premium IOL adoption.
Is GreenMan a public or private company?
GreenMan is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GreenMan founded?
GreenMan was founded in 2023. It employs 1 to 10 people.
Where is GreenMan based?
GreenMan is headquartered in Fargo, United States, in the North America region.
How does GreenMan make money?
Two revenue lines are on record. Subscription Licensing - Monthly is the primary driver. The others are subscription Licensing - Annual.
Who are GreenMan's main competitors?
Emerging players on record are Osso VR, FundamentalVR and Medivis. Broad incumbents are Alcon, Carl Zeiss Meditec, Touch Surgery (Medtronic), STAAR Surgical, Johnson & Johnson Vision and Bausch + Lomb. Surgical Theater is listed as a direct peer.
Does GreenMan have an API?
No public API is recorded for GreenMan.
What industry is GreenMan in?
GreenMan's product category is Ophthalmology Patient Education Software. Its primary akta.pro industry code is HLAHAJAH, Cataract Surgery Systems & IOLs (Phaco Systems, IOLs, Intraoperative Aberrometry, Viscoelastics), with a secondary code of HLAKAKAN, Ocular Imaging & Diagnostic Testing Centers. Its NAICS code is 5132 and its SIC code is 3841.