In a significant move poised to reshape the consumer journey in hearing healthcare, Ear Professionals Group (EPG) has announced its acquisition of Soundly, the prominent consumer-facing digital platform renowned for its comprehensive hearing aid reviews, online tools, and shopping resources. The strategic acquisition, revealed on February 3, 2026, and publicly reported on February 5, 2026, aims to establish a "seamless bridge" connecting individuals’ initial online research with localized, professional clinical care. This integration is set to commence in March 2026, though the financial terms of the agreement remain undisclosed.
The Strategic Rationale: Forging a Seamless Pathway
The acquisition underscores a growing imperative within the hearing health sector to streamline the consumer experience, which often begins with online exploration and can be fragmented when transitioning to professional care. David Falda, CEO of Ear Professionals Group, articulated this vision in an interview, stating that the deal is designed to merge Soundly’s "digital-first" consumer engagement capabilities with EPG’s extensive provider infrastructure. This synergy is expected to guide more informed consumers into clinics, ready to pursue appropriate hearing solutions. "We believe we can serve as that bridge between those who are seeking online hearing health research and getting them into a clinic," Falda emphasized, highlighting the strategic intent to create a more efficient and trusted pathway for patients.
For industry observers and hearing care professionals, this acquisition signifies a crucial trend: large benefit and network organizations are increasingly vying for control over the "top of the funnel" – the initial stages where consumers begin their search, compare options, and self-triage between prescription and over-the-counter (OTC) hearing solutions. By bringing Soundly into its fold, Ear Professionals Group is making a definitive statement about its commitment to owning a larger portion of the consumer’s decision-making journey, from the very first search query to the final clinic appointment.
EPG’s press release further elaborates on this rationale, framing the acquisition as a direct response to escalating consumer demand for a simpler, more trustworthy path from online exploration to clinical intervention. "The acquisition of Soundly allows us to combine a digital-first consumer experience with the deep clinical expertise of our network," Falda stated. "By prioritizing simplicity and trust, we are serving a growing industry demand—ensuring that a consumer’s journey from initial online search to professional in-clinic care is more streamlined than ever."
The company identified a strategic gap that Soundly is uniquely positioned to fill: the online "handoff" from general education to specialized prescription hearing aid care. While Soundly has successfully cultivated a substantial online audience seeking guidance, Falda noted that the platform historically lacked a robust mechanism to directly connect consumers specifically looking for prescription solutions with local providers. This acquisition aims to rectify that, establishing a direct conduit for these individuals into EPG’s expansive network.
Furthermore, the acquisition addresses a critical need expressed by EPG’s network providers. In an increasingly competitive and challenging market environment over the past year, these providers have sought more qualified patient leads. Clinics are constantly balancing private pay patients, Medicare Advantage beneficiaries, and price-sensitive consumers who frequently cross-shop multiple channels. Soundly, with its established online presence and engaged user base, is expected to become a powerful new source of high-quality referrals, supporting the economic viability and growth of EPG’s affiliated clinics.
Ear Professionals Group: A Growing Force in Hearing Benefits
Ear Professionals Group itself is a formidable entity within the hearing healthcare landscape, serving as an umbrella organization that encompasses several key players: UnitedHealthcare Hearing, EPIC Hearing Healthcare, and AARP® Hearing Solutions™ provided by UnitedHealthcare Hearing. This conglomerate positions EPG as a comprehensive link between health plans, their members, and a vast national network of hearing care providers.
The organization’s expansion has been notable since UnitedHealthcare first launched "UnitedHealthcare Hearing" in June 2019. This initiative brought together EPIC, which UnitedHealthcare had acquired from Sonova in 2018, and hi HealthInnovations, another integral component. Industry analysts have closely tracked UHC Hearing’s growth, with many suggesting its volume in hearing aid distribution has grown sufficiently to rival even market giants like Costco. The subsequent consolidation of branding under Ear Professionals Group was a strategic move to reduce market confusion while maintaining distinct programs tailored to different consumer segments and markets. This layered structure allows EPG to address a wide spectrum of consumer needs, from employer-sponsored plans to senior care, while leveraging a unified operational backbone.
EPG’s comprehensive approach means it manages everything from benefit administration and provider network management to product procurement and member support. This integrated model provides a significant competitive advantage, enabling the group to offer cost-effective solutions and streamlined services to millions of Americans. By adding Soundly, EPG extends its influence even further upstream, capturing consumers at the very beginning of their hearing health journey, regardless of their current benefit status.
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Soundly: A Trusted Digital Gateway for Consumers
Soundly has carved out a significant niche as a leading consumer-facing website dedicated to hearing solutions. It is widely recognized for its impartial hearing aid reviews, user-friendly online tools (such as hearing tests and comparison guides), and a curated shopping experience. The platform has garnered a reputation for providing accessible education, fostering trust, and offering clarity in a market that can often be complex and overwhelming for consumers.
Since its inception, Soundly has built meaningful relationships with over 15 million consumers, a testament to its effectiveness in engaging and educating the public. Co-founder Blake Cadwell, who along with audiologist Amy Sarow, AuD, will remain in their positions following the acquisition, affirmed Soundly’s enduring mission. "Since inception, Soundly has built meaningful relationships with over 15 million consumers by prioritizing clarity, trust, and education," Cadwell stated in a press statement. He expressed optimism about the future: "Together, we’re creating new opportunities to connect engaged consumers with clinical care through Ear Professionals Group’s best-in-class provider network." This continuity of leadership signals EPG’s recognition of Soundly’s intrinsic value and its commitment to preserving the brand’s established identity and consumer trust.
The Evolving Landscape of Hearing Healthcare
The acquisition occurs against a backdrop of significant transformation in the hearing healthcare industry. The most impactful recent development was the U.S. Food and Drug Administration’s (FDA) final rule in October 2022, establishing a new category of over-the-counter (OTC) hearing aids. This landmark decision aimed to improve access to hearing technology for millions of Americans with perceived mild-to-moderate hearing loss by making devices available directly to consumers without a medical exam, prescription, or fitting by an audiologist.
The introduction of OTC options has fundamentally altered consumer pathways. While it has democratized access and potentially reduced costs for many, it has also introduced new complexities regarding consumer self-assessment, product selection, and the critical need for appropriate guidance. Many consumers now begin their search online, navigating a vast array of information and product choices. Soundly’s role as a trusted guide in this new landscape has become even more critical.
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Globally, hearing loss affects over 1.5 billion people, with approximately 430 million experiencing disabling hearing loss. In the United States alone, nearly 30 million adults could benefit from hearing aids, yet only about one-fifth of those who could benefit actually use them. This vast treatment gap highlights the urgent need for innovative solutions that improve awareness, accessibility, and affordability. The global hearing aid market, valued at over $8 billion in 2023, is projected to grow significantly, driven by an aging population, increased awareness, and technological advancements. The rise of digital health platforms and telehealth services further underscores the shift towards integrated online and in-person care models.
EPG’s acquisition of Soundly strategically positions the combined entity to capitalize on these trends. By offering a unified platform that addresses both prescription and OTC needs, and seamlessly integrates online research with clinical expertise, EPG is poised to capture a larger share of the expanding hearing health market and address the persistent challenge of under-treatment.
Integration and Operational Details: What Changes, What Stays
Ear Professionals Group has outlined a clear strategy for integrating Soundly while preserving its core value proposition. Soundly will continue to operate as an online entity, maintaining its popular features and educational content. However, a significant change will be the establishment of a more direct and efficient connection to EPG’s extensive provider network for consumers who indicate a preference or need for prescription hearing care.
Falda confirmed that prescription-seeking consumers will be explicitly directed into the EPG network, expressing enthusiasm for "link[ing] the consumer that’s seeking the prescription pathway…through the network." This targeted approach ensures that individuals requiring professional diagnosis, fitting, and ongoing support can easily access it.
Crucially, EPG has emphasized its intent not to "meddle" with Soundly’s front-end identity or its fundamental mission. The group recognizes that Soundly’s organic ability to attract and educate consumers is its primary asset. Falda reiterated, "From a branding side, or from sort of the core purpose or mission of it all, we bought Soundly because we like what it already does organically, drawing in consumers." He added that EPG plans to introduce more "behind-the-scenes capabilities" to enhance scalability and service quality as consumer volumes inevitably grow. The continuity of co-founder Blake Cadwell and audiologist Amy Sarow, AuD, in their leadership roles within Soundly further underscores this commitment to maintaining the platform’s original spirit and expertise.
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A key development following the acquisition will be the increased visibility of EPG’s private-label hearing aid brand, Relate®. Historically, Relate has been associated with Sonova products, closely resembling Unitron hearing aids. EPG plans to feature Relate on Soundly alongside a curated selection of other brand-name devices. Falda positioned Relate as a "value option" rather than an exclusive push. "We always want to highlight the value of that brand… [but] I’m really proud that our business has always carried all name brands, ensuring people have access to what’s best for them," he explained, indicating a commitment to offering broad consumer choice.
Significantly, Soundly’s historically OTC-inclusive content strategy will remain unchanged. The website will continue to provide comprehensive resources and guidance for both prescription and OTC hearing aid options. Falda confirmed that Soundly’s existing OTC affiliate relationships are expected to endure. "Nothing [is] intending to be changed there… We’ve been adopters of OTC products, because we know it fills a need," he stated, acknowledging factors such as consumer mobility, geographical distance, and preferences for self-service. He also stressed that professional care would remain "a few clicks away" for those who ultimately decide it’s necessary. This dual approach means Soundly will continue to cater to the self-directed OTC shopper while simultaneously acting as a crucial feeder for local clinics for consumers seeking prescription devices, professional fittings, and follow-up care.
Leadership Voices on the Acquisition
The leadership teams of both Ear Professionals Group and Soundly have expressed strong optimism regarding the acquisition’s potential to revolutionize hearing healthcare access.
David Falda, CEO of Ear Professionals Group, repeatedly highlighted the synergy between Soundly’s digital prowess and EPG’s clinical depth. His vision centers on creating an intuitive ecosystem where consumers can seamlessly transition from initial inquiry to qualified care. Falda’s emphasis on "simplicity and trust" as guiding principles for the combined entity reflects a deep understanding of consumer apprehension in navigating hearing loss solutions.
Blake Cadwell, co-founder of Soundly, echoed Falda’s sentiments, focusing on the expanded opportunities for consumers. "Together, we’re creating new opportunities to connect engaged consumers with clinical care through Ear Professionals Group’s best-in-class provider network," Cadwell stated. His continued involvement, alongside audiologist Amy Sarow, AuD, reassures Soundly’s user base that the platform’s commitment to independent, educational content will persist, albeit with enhanced pathways to professional services.
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Laura Richardson, AuD, Vice President of Clinical Delivery at Ear Professionals Group, provided a crucial perspective from the provider side. She emphasized that the goal is to improve engagement at the point of care by effectively transitioning consumers from online education to local clinical guidance. This means patients arriving at clinics will likely be better informed, possess clearer expectations about products and pricing, and be more ready to engage in their care journey, thereby optimizing the clinical experience for both the patient and the provider.
Implications for Key Stakeholders
The acquisition carries profound implications for various stakeholders across the hearing healthcare ecosystem:
- Consumers: For the millions of individuals experiencing hearing loss, the deal promises an enhanced, more streamlined journey. They can expect a trusted online resource that not only provides comprehensive information and tools but also offers a direct, vetted pathway to professional care when needed. The maintenance of OTC resources ensures choice and accessibility for those preferring self-service, while the clearer link to prescription services addresses more complex needs.
- Hearing Care Professionals (EPG Network): Clinics participating in Ear Professionals Group’s programs stand to benefit significantly. Soundly could become an invaluable "front door," generating a higher volume of more informed, pre-qualified leads. This upstream engagement, occurring before considerations of benefits eligibility or discount programs, means patients may arrive with a better understanding of their options and a greater readiness to commit to treatment.
- Independent Clinics: The acquisition could intensify competitive pressure on independent hearing care practices and other lead-generation channels. As EPG consolidates its "top of the funnel" influence, independent providers may need to bolster their own digital marketing and patient engagement strategies to compete effectively for new patients.
- The Broader Industry: This move sets a new benchmark for how large benefit-linked networks integrate digital engagement with clinical care. It could prompt other major players to re-evaluate their strategies for reaching and guiding consumers, potentially accelerating the industry-wide shift towards more integrated, consumer-centric models.
- Hearing Aid Manufacturers: While EPG has committed to carrying all name brands, the increased visibility of its private-label Relate® brand on a high-traffic platform like Soundly could subtly shift market dynamics, encouraging more consumers to consider value-oriented options alongside premium brands.
The Road Ahead: Navigating Growth and Integration
If Ear Professionals Group successfully executes its stated strategy – preserving Soundly’s hard-earned consumer trust and robust online tools while simultaneously tightening the handoff to its clinical network – the deal could fundamentally alter the competitive landscape of hearing care. It represents a deliberate, sophisticated move to control a larger portion of the consumer journey, from the initial stirrings of concern about hearing to the ongoing management of hearing health.
The challenge, as with any major acquisition, will lie in the seamless integration of two distinct organizational cultures and operational models. Maintaining Soundly’s editorial independence and reputation for objectivity while channeling consumers toward a specific network will require careful management. However, the potential rewards are substantial: a more efficient, patient-centric system that could significantly improve access to and adoption of hearing solutions across the spectrum of care. The industry will be closely watching as EPG navigates this ambitious integration, poised to learn from its successes and adapt to the evolving demands of a digitally empowered consumer.