Soundly Launches AARP Hearing Care Program with Member Discounts, Unbundled Pricing Model

The new AARP Hearing Care by Soundly program offers AARP members up to 50% off prescription hearing aids, transparent unbundled pricing, and access to a nationwide provider network.

Soundly, a hearing health platform recently acquired by Ear Professionals Group, has launched AARP Hearing Care by Soundly, a program designed to expand hearing care access for AARP’s membership base. The program went live July 30, offering AARP members exclusive discounts on prescription hearing aids and over-the-counter (OTC) devices, along with a flexible, unbundled care model that separates the cost of devices from the cost of clinical services. This program is a new offering from parent company Ear Professionals Group in addition to the already established AARP Hearing Solutions Provided by UnitedHealthcare Hearing.

Addressing Cost and Complexity

The company cites financial barriers as a reason to launch the program, as it remains one of the most commonly cited reasons Americans delay hearing treatment. Internal data from Ear Professionals Group and Unmuted Consumer Insights—collected in April 2026—found that 46% of survey respondents cited financial factors, including high device costs and limited insurance coverage, as their primary reason for delaying hearing aids. One in five respondents waited 10 years after diagnosis before obtaining devices.

AARP Hearing Care by Soundly seeks to address these barriers by offering AARP members discounts of up to 50% on prescription hearing aids. Members also gain access to vetted OTC hearing aids, all reportedly reviewed by clinical experts and hearing aid wearers. Additionally, members can access Relate, a private-label hearing aid brand available exclusively through Ear Professionals Network, Soundly’s parent company’s nationwide provider network.

“Hearing care can be complicated and expensive. AARP Hearing Care by Soundly gives members a transparent path in their research and purchase journey, providing clear pricing and care options that fit their lives,” says Blake Cadwell, co-founder of Soundly, in a release. “AARP members will find clearly listed pricing across over-the-counter and prescription devices, along with an innovative unbundled care model that separates the cost of care from the device — offering greater flexibility, choice, and clarity.”

Unbundled Care Model and Trial Period

The program’s unbundled structure is designed to allow consumers to choose the level of clinical support that fits their needs and budget, rather than purchasing a bundled package that combines device costs with ongoing care services. Every prescription hearing aid purchase through the program includes a minimum 60-day risk-free trial covering all setup and adjustment appointments. Consumers can then opt to pay per visit, select a package program, or arrange a customized care plan with their provider.

Soundly’s educational tools — including its online hearing test — remain publicly accessible, but AARP Hearing Care by Soundly brings those resources together with exclusive pricing and guided support from providers within Ear Professionals Network.

AARP’s Perspective

“AARP is committed to supporting active aging, improved health outcomes and hearing care access. This program expands access to patient education and supports improved long-term health outcomes. Soundly helps demystify a complicated healthcare space,” says Greg Marion, senior vice president of health products and services at AARP Services Inc, in a release.

AARP Services Inc., a wholly-owned taxable subsidiary of AARP, manages provider relationships and quality control oversight for products and services carrying the AARP name. The organization’s current provider offerings span health products, financial products, travel and leisure, and life event services. AARP’s membership encompasses approximately 125 million Americans ages 50 and older.

Provider Network Access

Clinical care through the program is delivered via Ear Professionals Network, which serves as the nationwide provider backbone for prescription hearing aid fittings, follow-up care, and remote support. According to the company, the network connection is intended to ensure members have access to provider-led care regardless of which product or care path they select.

AARP members can access the program at Soundly.com/aarp.