Summary:
Widex and Signia, both under WS Audiology, are unifying and expanding their U.S. commercial and sales teams to provide hearing care professionals (HCPs) with a single, streamlined partnership offering enhanced support, simplified operations, and access to both distinct sound platforms.
Key Takeaways:
• A redesigned structure gives HCPs one point of contact for both brands, enabling easier access to Widex and Signia’s distinct sound philosophies.
• The new WSA Advantage and upcoming Partnership Plus programs aim to simplify ordering, billing, and business support while rewarding cross-brand purchases.
• Expanded territories and unified teams are designed to increase time spent in clinics, enhance personalized support, and improve patient outcomes.
Widex and Signia, two of the world’s leading hearing aid brands and part of WS Audiology, today announced the expansion of their commercial teams in the United States with a double-digit investment in headcount, expanded resources, and a reimagined structure designed to better support hearing care professionals (HCPs). The move underscores the company’s commitment to continue elevating the audiology profession with one simple promise: make it easier for HCPs to deliver better patient outcomes.
According to the companies, the new structure in the U.S. allows for a single, accountable partnership for HCPs, giving them seamless access to both portfolios—and their distinct sound philosophies—through one trusted point of contact. Territories have also been redesigned to allow sales representatives to invest more time with each customer and deliver truly personalized support to grow their practice.
“The strong growth potential of the U.S. market makes this the right time to further invest in our teams and create opportunities to better serve our customers, and ultimately patients in need of hearing care,” says Mike O’Neil, president US wholesale. “With one relationship spanning two industry-leading brands, we’re making it simpler to work with us, and we’re committed to raising the bar on service, speed, and confidence at every step.”
Streamlined Operations, Unified Support, Stronger Partnerships
The new WSA Advantage is a comprehensive set of benefits designed to save time, reduce administrative complexity, and unlock new opportunities for practice growth, according to the company.
Extending beyond technology, WSA says practices benefit from a unified and expanded team that delivers dedicated audiology expertise, marketing resources, and business development support to help them grow with confidence. Streamlined systems for ordering, billing, and account management are designed to make day-to-day operations simpler and more efficient.
“What clinics value most is time with patients,” says Valerie Karpeck, VP sales US wholesale. “By bringing meetings, trainings, ordering, and billing into a cleaner, faster workflow under one accountable team, we’re giving that time back—while preserving full choice across two distinct, industry-leading brands.”
And coming in Q1 2026, the company is scheduled to launch the new WSA Partnership Plus program, where WSA says benefits can be earned on both Widex and Signia hearing aid purchases, while providing valuable reinvestment opportunities through curated business services.
Expansion with Purpose
Every patient hears differently. Lifestyle, listening environments, and priorities shape unique sound preferences—and no single approach to sound processing fits everyone. According to WSA, that is precisely why Widex and Signia each invest deeply in their distinct platforms and will continue to do so: Widex advancing natural, authentic sound and Signia advancing vivid clarity and speech focus in complex environments.
Unifying and expanding the commercial organization is intended to ensure those choices reach every practice through one trusted relationship – choice without compromise – and to equip HCPs to match patients to the sound they prefer, faster. Large-scale, multi-phase studies on sound preference are underway, with results to be shared in the months ahead.
“There isn’t one ‘perfect’ sound—there’s the right sound for each individual,” continues Karpeck. “Widex and Signia each bring distinct sound philosophies, and by unifying how we serve HCPs, we’re delivering the full spectrum of those approaches directly to the point of care – accelerating first-fit success, sustaining satisfaction, and strengthening long-term trust.”
Delivering Enhanced Support Where It Matters Most
Going forward, HCPs will work through a single, dedicated point of contact empowered to bring forward both Widex and Signia. Territories are designed to increase time in clinic and elevate the level of personal support. Operationally, practices gain unified service access, a single-sign-on experience for ordering across brands, and consolidated billing that streamlines day-to-day administration. Just as importantly, says WSA, HCPs retain enduring choice: two distinct platforms, each designed to serve different sound preferences without compromise.
“We’re expanding what’s possible for HCPs and patients,” concludes O’Neil. “A single, accountable relationship. Two premier brands. More time where it matters most. That’s how we help practices grow with confidence and deliver the right sound for every individual.”
About WSA
WSA is a leading global pure-play hearing healthcare group, pioneering innovative technologies for over 140 years. WSA operates in over 130 markets and employs more than 12,500 people across its hearing aid portfolio, which includes Widex and Signia, and a global network of hearing care professionals and consumer-facing businesses. WSA is privately owned by the Tøpholm and Westermann families, the Lundbeck Foundation, EQT and ATHOS KG.
Learn more at www.wsa.com.
Image: WSA
