The landscape of hearing healthcare underwent a significant transformation with the announcement on February 3, 2026, that Ear Professionals Group (EPG) has acquired Soundly, a prominent consumer-facing digital platform renowned for its comprehensive hearing aid reviews, online tools, and shopping resources. This strategic move, set to integrate Soundly into EPG’s extensive portfolio starting March 2026, is poised to redefine the pathway for consumers navigating the complex world of hearing solutions, from initial online research to professional clinical care. The acquisition details, including the purchase price and specific terms, were not publicly disclosed, but its implications are expected to resonate across the industry.
Ear Professionals Group: A Consolidating Force in Hearing Healthcare
Ear Professionals Group operates as a powerful umbrella organization, consolidating several key entities within the hearing health sector. Its portfolio includes UnitedHealthcare Hearing, EPIC Hearing Healthcare, and AARP® Hearing Solutions™ provided by UnitedHealthcare Hearing. This structure positions EPG as a crucial intermediary, effectively linking health plans, their members, and a vast national network of hearing care providers. The group’s journey to this prominent position has been marked by strategic acquisitions and expansions, signaling a clear intent to streamline and integrate various facets of hearing health delivery.
The genesis of EPG’s current form can be traced back to June 2019, when UnitedHealthcare officially launched UnitedHealthcare Hearing. This initiative brought together EPIC, which UnitedHealthcare had acquired from Sonova in 2018, and the innovative hi HealthInnovations program. The consolidation aimed to create a more cohesive and comprehensive offering for beneficiaries. Over the years, industry observers have noted the remarkable growth of UnitedHealthcare Hearing, suggesting that its volume in hearing aid distribution has expanded to a scale that could rival major players like Costco. The subsequent rebranding under the Ear Professionals Group banner was a calculated move to reduce potential confusion arising from multiple distinct programs operating in different markets, while still allowing each entity to cater to its specific demographic and needs. This layered approach underscores EPG’s ambition to be a dominant force across the entire spectrum of hearing care.
Soundly’s Ascent: A Digital-First Approach to Consumer Engagement
Prior to its acquisition, Soundly had carved out a significant niche as a trusted online destination for individuals seeking guidance on hearing health. In an era where consumers increasingly turn to digital resources for health information and product comparisons, Soundly emerged as a leader in providing accessible education, transparent reviews, and user-friendly tools. The platform became a go-to resource for millions, helping them understand their hearing loss, explore various hearing aid options – both prescription and over-the-counter (OTC) – and make informed decisions. Its "digital-first" engagement model resonated with a broad audience, establishing it as a critical "top of the funnel" resource where the consumer journey often begins.
Soundly’s success was rooted in its commitment to clarity, trust, and education. By simplifying complex audiological concepts and offering unbiased product comparisons, it empowered consumers to take a more active role in their hearing health. This approach generated a substantial online presence, attracting over 15 million consumers since its inception, according to Soundly co-founder Blake Cadwell. The platform’s ability to foster meaningful relationships with users through valuable content made it a highly attractive asset for an organization like EPG, which seeks to engage consumers earlier and more effectively in their care continuum.
Unpacking the Strategic Rationale: Bridging Digital Engagement with Clinical Care
Ear Professionals Group CEO David Falda articulated the core strategic imperative behind the acquisition, describing it as a means to create a "seamless bridge" between consumers’ online research and localized clinical care. In an interview following the announcement, Falda emphasized the intent to synergize Soundly’s robust digital engagement capabilities with EPG’s extensive provider infrastructure. The overarching goal is to channel more consumers into clinics, ensuring they arrive better educated and more prepared to proceed with professional hearing care. "We believe we can serve as that bridge between those who are seeking online hearing health research and getting them into a clinic," Falda stated, highlighting the critical role Soundly will play in this integrated strategy.
This move by EPG is indicative of a broader industry trend where large benefit and network organizations are increasingly vying for control of the "top of the funnel" – the initial stages of a consumer’s journey where they begin to search, compare, and self-triage their hearing health needs. The modern consumer often starts with a Google search or a review site long before they are aware of their insurance coverage or the intricacies of hearing aid options. Soundly’s established presence at this crucial initial touchpoint provides EPG with a powerful mechanism to guide these consumers directly into its network.
The acquisition also addresses a significant strategic gap for EPG, particularly the "online handoff" from general education to specialized prescription hearing aid care. While Soundly had successfully built a large audience seeking guidance, Falda noted that the platform historically lacked a robust, direct pathway to connect these prescription-seeking consumers with local providers. EPG’s extensive network of audiologists and hearing care professionals offers precisely this missing link, promising to streamline the referral process and ensure that consumers receive timely and appropriate clinical intervention.
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Furthermore, the needs of EPG’s network providers served as a significant impetus for the Soundly acquisition. In a competitive and increasingly challenging market environment over the past year, network providers are actively seeking high-quality patient leads. Clinics are navigating a complex landscape involving private pay patients, Medicare Advantage beneficiaries, and price-sensitive consumers who frequently cross-shop multiple channels. By integrating Soundly, EPG aims to provide its affiliated clinics with a steady stream of informed and engaged prospective patients, thereby enhancing their operational viability and market position.
Maintaining Soundly’s Identity: OTC and Prescription Pathways Coexist
A key aspect of the acquisition strategy is EPG’s commitment to preserving Soundly’s core identity and functionality while integrating it into the group’s broader ecosystem. Ear Professionals Group has indicated that Soundly will continue to operate as an online entity, but with a more direct and streamlined connection to EPG’s provider network for consumers seeking prescription hearing care. Falda explicitly stated his excitement about linking consumers pursuing the "prescription pathway" directly through their network.
Crucially, EPG has emphasized its intent not to "meddle" with Soundly’s front-end branding or the fundamental reasons consumers are drawn to the site. Soundly’s approachable education, intuitive tools, and unbiased product guidance will remain intact. "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," Falda affirmed. He also hinted at EPG bringing more "behind-the-scenes capabilities" to help scale Soundly’s services as its user volume continues to grow.
Continuity in leadership is another critical element, with Soundly co-founder Blake Cadwell and audiologist Amy Sarow, AuD, retaining their positions within the integrated entity. This ensures that the expertise and vision that propelled Soundly’s success will continue to guide its evolution under EPG’s ownership. Cadwell reiterated Soundly’s long-standing commitment to building "meaningful relationships with over 15 million consumers by prioritizing clarity, trust, and education," and expressed enthusiasm for the new opportunities to connect these engaged consumers with clinical care via EPG’s "best-in-class provider network."
In terms of product offerings, EPG plans to feature its private-label hearing aid brand, Relate®, on Soundly. Relate®, historically associated with Sonova products resembling Unitron hearing aids, will be showcased as a "value option" alongside a carefully curated selection of other brand-name devices. Falda clarified that while Relate®’s visibility would increase, it would not be an exclusive push. He underscored EPG’s pride in always carrying "all name brands, ensuring people have access to what’s best for them," reinforcing a commitment to consumer choice within the network.
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Moreover, Soundly’s historically inclusive content strategy regarding over-the-counter (OTC) hearing solutions will remain unchanged. The website will continue to provide comprehensive resources for both prescription and OTC options. Falda confirmed that Soundly’s existing OTC affiliate relationships are expected to endure. He highlighted EPG’s embrace of OTC products, recognizing their role in fulfilling various consumer needs, such as those related to mobility, geographical distance, and preferences for self-service. Importantly, while supporting OTC pathways, EPG aims to keep professional care "a few clicks away," ensuring that consumers can easily transition to clinical support if their needs evolve or if they prefer a professional fitting and follow-up care. This dual approach positions Soundly as a versatile platform serving both self-directed OTC shoppers and those seeking the comprehensive support of prescription hearing aid care.
The Broader Market Context: A Shifting Landscape
This acquisition unfolds against a backdrop of dynamic changes in the global hearing healthcare market. Untreated hearing loss remains a significant public health challenge, affecting millions worldwide. According to the World Health Organization, over 5% of the world’s population – or 430 million people – require rehabilitation for disabling hearing loss. In the United States alone, approximately 48 million people experience some degree of hearing loss, yet only about one in five who could benefit from a hearing aid actually uses one. This vast untapped market, coupled with an aging global population, underscores the immense potential for growth and innovation in the sector.
A pivotal shift in the U.S. market occurred with the implementation of the FDA’s OTC hearing aid rule in October 2022. This landmark regulation allowed certain hearing aids to be sold directly to consumers without a prescription or medical exam, significantly broadening access and introducing new competitive dynamics. The OTC market is projected to grow substantially, offering more affordable and accessible options for individuals with perceived mild to moderate hearing loss. EPG’s strategy to maintain Soundly’s OTC-inclusive content aligns perfectly with this evolving market, acknowledging the diverse needs and preferences of consumers.
The overall hearing aid market, including both prescription and OTC segments, is a multi-billion-dollar industry with steady growth projections. Analysts anticipate continued innovation in device technology, connectivity, and personalized care. The increasing convergence of digital technology, consumer retail, and traditional healthcare delivery models is reshaping how individuals access and experience hearing health services. EPG’s acquisition of Soundly is a direct response to these macro-level trends, aiming to capture a larger share of the expanding market by offering an integrated, consumer-centric solution.
Implications for Stakeholders: Providers, Consumers, and Competitors
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For Ear Professionals Group’s vast network of providers, the Soundly acquisition represents a clear upside. It promises an influx of more informed consumers and high-quality leads, potentially reducing the marketing burden on individual clinics. Patients arriving from Soundly are likely to have clearer expectations about products, pricing, and care pathways, leading to more efficient appointments and higher conversion rates. EPG Vice President of Clinical Delivery Laura Richardson, AuD, emphasized that the goal is to improve engagement at the point of care by seamlessly transitioning consumers from online education to local clinical guidance.
For clinics participating in EPG’s programs, Soundly could become another "front door," one that engages consumers upstream of traditional benefits eligibility or discount programs. This is strategically crucial because many individuals initiate their search for hearing solutions through general web searches and review sites, often before they understand their insurance coverage. In this context, the acquisition transcends a mere "media buy"; it signifies a deliberate and comprehensive move by EPG to control a larger portion of the consumer journey, from the very first search query to the final clinic appointment, while still providing visible pathways for OTC options when appropriate.
The implications for independent lead-generation channels and competitors are also significant. If EPG successfully executes its strategy – preserving Soundly’s consumer trust and robust tools while tightening the handoff to clinical care – it could intensify competitive pressure on other players in the market. This move raises the bar for how benefit-linked networks engage consumers prior to their arrival at a clinic, compelling competitors to innovate their own digital engagement and patient acquisition strategies. Independent audiologists and clinics outside the EPG network may need to redouble efforts to enhance their online presence, patient education resources, and unique value propositions to remain competitive in an increasingly integrated and digitally driven landscape.
For consumers, the acquisition could bring both benefits and potential concerns. On the one hand, the promise of a "simpler, more trusted path" from online exploration to clinical care is appealing. It could reduce friction, enhance transparency, and empower individuals with better information. On the other hand, some may voice concerns about the potential for reduced objectivity or choice if a single entity controls a significant portion of the information and referral pipeline. However, EPG’s commitment to featuring multiple brands and maintaining OTC options suggests an awareness of the need to uphold consumer trust and perceived independence.
Challenges and Opportunities Ahead
While the acquisition presents numerous opportunities, EPG will also face challenges. A primary challenge will be to maintain Soundly’s reputation for independent, unbiased information while integrating it into a corporate structure that has its own commercial interests, such as promoting the Relate® brand. Ensuring that consumers continue to perceive Soundly as a neutral, trusted resource will be paramount to the success of the integrated model. Balancing the promotion of EPG’s private label with the promise of offering all name brands will require careful execution and transparent communication.
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Another challenge lies in the technical and operational integration. Merging digital platforms and ensuring seamless data flow between Soundly and EPG’s provider network will be complex. Scaling services to meet increased demand while maintaining quality and personalized care will also be critical.
However, the opportunities are substantial. The acquisition positions EPG to truly streamline the hearing care journey, potentially reducing barriers to access that often deter individuals from seeking help. By leveraging Soundly’s data and consumer insights, EPG could develop more personalized recommendations and targeted outreach programs. The ability to track a consumer’s journey from initial interest to clinical outcome provides invaluable data for continuous improvement in care delivery and patient satisfaction.
Conclusion: A New Era for Hearing Health Delivery
The acquisition of Soundly by Ear Professionals Group marks a pivotal moment in the evolution of hearing healthcare. It signifies a decisive move towards an integrated, consumer-centric model that bridges the digital and clinical worlds. By combining Soundly’s proven ability to engage and educate consumers online with EPG’s expansive provider network and health plan affiliations, the merged entity is poised to create a more efficient, transparent, and accessible pathway for individuals seeking hearing solutions.
As the industry continues to adapt to technological advancements, regulatory changes like the rise of OTC hearing aids, and evolving consumer expectations, this strategic consolidation sets a new benchmark for how integrated health organizations will compete for and serve patients. The success of this venture will largely depend on EPG’s ability to maintain Soundly’s cherished consumer trust while effectively guiding individuals through a comprehensive care journey. Ultimately, this acquisition heralds a new era for hearing health delivery, promising a future where informed consumers are more seamlessly connected to the professional care they need.