The move aims to streamline the patient journey from online research to in-office prescription hearing aid fittings.
Ear Professionals Group has acquired Soundly, an online hearing solutions brand, in a strategic move to bridge the gap between digital consumer education and in-person clinical care. The acquisition combines Soundly’s digital platform and consumer resources with Ear Professionals Group’s established network of hearing healthcare providers.
Starting in March 2026, Soundly will officially be integrated into the suite of programs offered by Ear Professionals Group. The company plans to utilize the Soundly platform to connect consumers seeking prescription hearing aid solutions directly with its network providers, expanding its reach beyond traditional benefit and discount program memberships.
“The acquisition of Soundly allows us to combine a digital-first consumer experience with the deep clinical expertise of our network,” says Dave Falda, CEO of Ear Professionals Group, in a release. “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.”
For providers, the integration is designed to create a patient funnel where consumers arrive at the clinic pre-educated and prepared for clinical guidance. This ecosystem provides pre-purchase support before transitioning patients to local providers for prescription fittings and long-term management.
“The addition of Soundly enhances both the consumer and provider experience by helping patients arrive informed and ready for clinical guidance,” says Laura Richardson, AuD, vice president of clinical delivery at Ear Professionals Group, in a release. “It’s a collaborative approach that improves engagement at the point of care, strengthening our commitment to growing a network where providers can focus on what matters most – their patients.”
Under the new structure, Soundly will continue to provide resources for both prescription and over-the-counter hearing aid solutions. The platform will also feature the private-label brand Relate, available exclusively through Ear Professionals Group programs, alongside a selection of other brand-name devices.
“Since inception, Soundly has built meaningful relationships with over 15 million consumers by prioritizing clarity, trust and education,” says Blake Cadwell, co-founder of Soundly, in a release. “Together, we’re creating new opportunities to connect engaged consumers with clinical care through Ear Professionals Group’s best-in-class provider network.”
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