February 5, 2026 – In a significant strategic move poised to reshape the hearing healthcare landscape, Ear Professionals Group (EPG), a formidable entity encompassing UnitedHealthcare Hearing, EPIC Hearing Healthcare, and AARP® Hearing Solutions™ provided by UnitedHealthcare Hearing, has announced its acquisition of Soundly. The consumer-facing digital platform, widely recognized for its comprehensive hearing aid reviews, innovative online tools, and robust shopping guides, will now operate under the EPG umbrella. The deal, publicly disclosed on February 3, 2026, positions EPG to forge a "seamless bridge" between the burgeoning online research conducted by consumers and the critical local clinical care services offered through its expansive national provider network. While the financial terms of the agreement were not disclosed, the integration of Soundly’s operations into EPG’s broader portfolio of programs is slated to commence in March 2026.
This acquisition represents a pivotal moment in the ongoing evolution of hearing healthcare, reflecting a broader industry trend towards integrating digital engagement with traditional clinical services. EPG’s intent is clear: to leverage Soundly’s "digital-first" approach to consumer education and engagement, thereby guiding better-informed and more prepared individuals into its network of professional clinics. David Falda, CEO of Ear Professionals Group, articulated this vision in an interview with HearingTracker following the announcement, stating, "We believe we can serve as that bridge between those who are seeking online hearing health research and getting them into a clinic." This strategic alignment aims to streamline the consumer journey, from initial curiosity and research to professional diagnosis, fitting, and ongoing care.
The Strategic Foundation of Ear Professionals Group
To fully appreciate the magnitude of this acquisition, it is essential to understand the strategic depth and reach of Ear Professionals Group. EPG functions as a comprehensive umbrella organization designed to connect health plans, their members, and a vast national network of hearing care providers. Its origins trace back to UnitedHealthcare’s aggressive expansion into hearing services. In 2018, UnitedHealthcare acquired EPIC Hearing Healthcare from Sonova, a move that significantly bolstered its market presence. This was followed by the launch of "UnitedHealthcare Hearing" in June 2019, which consolidated EPIC with hi HealthInnovations, creating a more integrated offering.
Since its inception, UnitedHealthcare Hearing, now operating under the EPG banner, has experienced rapid growth, with industry observers suggesting its volume in hearing aid distribution has grown to rival that of major players like Costco. The subsequent consolidation of branding under Ear Professionals Group was a deliberate move to reduce market confusion while maintaining distinct programs tailored to different segments, such as employer groups, Medicare Advantage members, and AARP beneficiaries. This intricate structure allows EPG to offer a diverse range of hearing solutions, from managed care benefits to direct-to-consumer options, all underpinned by a broad network of audiology and hearing aid dispensing professionals. The acquisition of Soundly now extends EPG’s influence further upstream in the consumer decision-making process, targeting individuals at the very beginning of their hearing health journey.
Soundly: A Digital Hub for Hearing Health Information
Soundly has carved out a significant niche as a trusted online resource for consumers navigating the complexities of hearing loss and available solutions. Known for its unbiased hearing aid reviews, user-friendly online assessment tools, and comprehensive shopping guides, Soundly has attracted millions of users seeking reliable information. The platform’s success lies in its ability to demystify hearing aids and related services, offering accessible content that empowers individuals to make informed decisions. Before the acquisition, Soundly operated as an independent entity, providing a crucial "top of the funnel" resource where consumers could compare prescription and over-the-counter (OTC) hearing solutions, understand technological advancements, and explore different product categories.
Soundly’s digital-first engagement model resonated particularly well with a growing segment of the population that prefers to conduct extensive online research before engaging with healthcare providers. This demographic often seeks to self-educate and understand their options before committing to an in-person consultation. The platform’s reputation for clarity, trust, and education, as highlighted by Soundly co-founder Blake Cadwell, has enabled it to build meaningful relationships with over 15 million consumers. This extensive reach and established trust are precisely what attracted EPG, recognizing Soundly as a vital conduit for engaging consumers early in their care pathway.
The Strategic Rationale: Bridging the Digital-Clinical Divide
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Ear Professionals Group’s acquisition of Soundly is primarily driven by a strategic imperative to bridge the gap between initial online exploration and subsequent clinical care. In its official press release, EPG emphasized that the deal responds to a burgeoning consumer demand for a simpler, more trusted path from digital research to professional intervention. David Falda underscored this point: "The acquisition of Soundly allows us to combine a digital-first consumer experience with the deep clinical expertise of our network. 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."
This move addresses a critical "strategic gap" in the hearing healthcare ecosystem: the effective "handoff" from online education to prescription hearing aid care. While Soundly excelled at informing and guiding consumers, it lacked a direct, integrated pathway to connect prescription-seeking individuals seamlessly with local providers. EPG, with its vast network of clinics and established relationships with health plans, is uniquely positioned to provide this missing link. Falda noted that the intent is to direct prescription-seeking consumers directly into the EPG network, creating a more efficient and reliable referral system.
Moreover, the acquisition serves the needs of EPG’s network providers. In an increasingly competitive market, exacerbated by the introduction of OTC hearing aids and evolving consumer preferences, clinics are actively seeking high-quality patient leads. Providers need to balance private pay patients with those covered by Medicare Advantage plans and price-sensitive consumers who frequently cross-shop various channels. Soundly, with its robust online presence and established consumer trust, offers a valuable new "front door" for these clinics, potentially providing a steady stream of well-informed patients who are more ready to move forward with professional care.
Operational Changes and Continuity at Soundly
Despite the acquisition, Ear Professionals Group has affirmed its commitment to preserving Soundly’s core identity and mission. Falda explicitly stated EPG’s intent not to "meddle" with Soundly’s front-end identity or its primary appeal to consumers, which lies in its approachable education, tools, and product guidance. "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 remarked. While the platform will retain its consumer-facing autonomy, EPG plans to introduce "behind-the-scenes capabilities" to enhance scalability and service as user volumes grow.
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Crucially, Soundly’s co-founder Blake Cadwell and audiologist Amy Sarow, AuD, will remain in their leadership positions, ensuring continuity of expertise and vision. This decision underscores EPG’s recognition of Soundly’s established value and the importance of its current leadership in maintaining consumer trust and platform integrity. Cadwell expressed enthusiasm for the new chapter, stating, "Together, we’re creating new opportunities to connect engaged consumers with clinical care through Ear Professionals Group’s best-in-class provider network."
A notable change will be the increased visibility of EPG’s private-label hearing aid brand, Relate®, on Soundly. Historically, Relate has been a Sonova product, closely resembling Unitron hearing aids. Falda clarified that while Relate’s presence will be elevated, it will be positioned as a "value option" rather than an exclusive offering. He emphasized EPG’s commitment to carrying "all name brands, ensuring people have access to what’s best for them," maintaining a diverse selection for consumers. This strategy allows EPG to promote its proprietary brand while still upholding Soundly’s reputation for comprehensive, brand-agnostic reviews and information.
OTC Hearing Solutions Remain a Core Component
One of the most significant aspects of Soundly’s appeal has been its inclusive approach to hearing solutions, covering both prescription and over-the-counter (OTC) options. EPG has confirmed that Soundly’s OTC-inclusive content strategy will remain unchanged. The website will continue to provide comprehensive resources for individuals exploring OTC hearing aids, and its existing affiliate relationships with OTC providers are expected to stay in place. Falda articulated this commitment: "Nothing [is] intending to be changed there… We’ve been adopters of OTC products, because we know it fills a need." He acknowledged factors such as mobility, distance, and self-service preferences that drive consumers toward OTC solutions, while simultaneously stressing that professional care should always be "a few clicks away" for those who need it.
This dual approach is strategically astute. It allows Soundly to continue serving the burgeoning market of self-directed OTC shoppers, a segment that expanded significantly following the FDA’s landmark 2022 ruling allowing OTC hearing aid sales. Concurrently, it positions Soundly as a crucial feeder to EPG’s network of local clinics for consumers who ultimately decide they require prescription hearing aids, professional fittings, and ongoing follow-up care. This flexible model caters to the diverse needs and preferences of consumers, offering a continuum of care from self-service to full clinical support.
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Broader Industry Implications and Future Outlook
For the wider hearing care industry, the Ear Professionals Group’s acquisition of Soundly signals a hardening of competitive lines and a strategic embrace of digital transformation. Large benefit and network organizations are increasingly vying for control of the "top of the funnel"—the initial stages where consumers begin researching, comparing, and self-triaging their hearing health needs. This acquisition is less a traditional "media buy" and more a deliberate move to control a larger portion of the consumer journey, from the very first Google search to the final clinic appointment.
Laura Richardson, AuD, Vice President of Clinical Delivery at Ear Professionals Group, reiterated that the ultimate goal is to enhance 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 evolve into a powerful new patient acquisition channel, one that engages individuals even before they consider their benefits eligibility, discount programs, or health plan enrollment. This upstream engagement is crucial, as many consumers initiate their search for hearing solutions through general online queries and review sites, long before they are aware of or understand their coverage options.
If Ear Professionals Group successfully executes its vision—preserving Soundly’s hard-won consumer trust and invaluable online tools while significantly tightening the handoff to clinical care—the deal could exert considerable competitive pressure on independent lead-generation platforms and online aggregators. It raises the bar for how benefit-linked networks engage consumers in the pre-clinical phase, potentially setting a new standard for integrated digital and clinical pathways.
The acquisition also underscores the increasing convergence of technology, healthcare, and consumer experience. As digital literacy grows across all demographics, and as the healthcare industry continues its digital evolution, such integrations are likely to become more common. This move by EPG and Soundly may serve as a blueprint for other healthcare sectors looking to optimize the patient journey, enhance informed decision-making, and ultimately improve access to care through a blend of digital convenience and professional expertise. The coming months, as Soundly fully integrates into the EPG ecosystem, will be closely watched by industry stakeholders, consumers, and providers alike, as this strategic alliance promises to redefine accessibility and pathways in hearing healthcare.