Press Release
AARP® Hearing Care by Soundly® Offers Transparent Pricing and Greater Flexibility
EDEN PRAIRIE (July 30, 2026) — Hearing health innovator Soundly® today announced the launch of AARP® Hearing Care by Soundly, a new program dedicated to removing the traditional barriers to hearing health and simplifying the hearing aid selection process for millions of Americans. It is designed to offer a modern way for people to make informed decisions about their hearing care with confidence—supported by clear pricing, flexible care options, built-in protections, and meaningful savings.
Soundly helps people make sense of a complex hearing aid market – through trusted research and reviews – and expands access to quality clinical care through a leading nationwide provider network, Ear Professionals Network. AARP Hearing Care by Soundly extends that support to millions of AARP members looking for more affordable, trusted options. Starting July 30, AARP members will have exclusive access to meaningful prescription hearing aid discounts—up to 50%—and top-quality over-the-counter hearing aids – all vetted by clinical experts and actual hearing aid wearers. While Soundly’s educational tools are publicly available, AARP Hearing Care by Soundly brings them together with exclusive pricing, curated product access – including Relate®, a private-label hearing aid brand accessed exclusively through Ear Professionals Network – and guided support from a nationwide network of hearing care providers, creating a more streamlined path from research to purchase for members.
“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,” said Blake Cadwell, co-founder of Soundly. “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. With AARP Hearing Care by Soundly, the goal is to ensure every member can find a hearing care path that fits their needs, with meaningful savings and the reassurance that Soundly’s team is there every step of the way.”
The variety of options, including over-the-counter hearing aids or prescription hearing aids offered with local care, and a multitude of brands and styles, can be overwhelming. Add that to the cost of hearing aids, and consumers often delay getting the care they need.
Soundly internal data (1) shows 46% of respondents cited financial factors as their top driver for delaying hearing aids, including high cost and limited or no insurance coverage. One in five respondents waited 10 years after diagnosis to get their hearing aids.
“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,” said Greg Marion, AARP Services, Inc. Senior Vice President of Health Products & Services.
Committed to Clear Pricing
Because hearing care needs are not one-size-fits-all, AARP Hearing Care by Soundly offers a more personalized approach. While hearing aids are often sold as part of a bundled package that includes ongoing care, this innovative model enables consumers to select the level of support that’s right for them, with straightforward, upfront pricing. Every prescription hearing aid
purchase includes a minimum of 60 days risk-free trial for care, covering all set up and adjustment appointments to ensure devices are properly fitted and performing at their best. Plus, AARP members have access to remote support from Soundly throughout their journey.
Since ongoing care needs vary, consumers can choose to pay for visits as needed, select a program package, or work with their provider on a tailored option, ensuring their care matches their needs and expectations. Through Soundly’s connection to Ear Professionals Network, a nationwide network of trusted providers, AARP members have access to high-quality, provider- led care no matter which path they choose.
To learn more about AARP Hearing Care by Soundly, visit Soundly.com/aarp.
About Soundly
Founded in 2022, Soundly was born out of a mission to simplify the often-overwhelming search for hearing health resources. As a hearing aid wearer himself, Soundly Co-Founder Blake Cadwell combined his personal experience with a background in digital strategy to create a transparent, consumer-centric platform. Today, Soundly offers expansive hearing health resources, robust online tools such as its popular hearing test, and access to nationwide prescription hearing care through the Ear Professionals Network.
Soundly was co-founded by Blake Cadwell and AmyAnn Cadwell.
About AARP Services, Inc.
AARP Services, Inc., founded in 1999, is a wholly-owned taxable subsidiary of AARP. AARP Services manages the provider relationships for and performs quality control oversight of the wide range of products and services that carry the AARP name and are made available by independent providers as benefits to AARP’s millions of members. The provider offers currently span health products, financial products, travel and leisure products, and life event services.
Specific products include Medicare supplemental insurance; credit cards; auto and home, mobile home and motorcycle insurance; life insurance and annuities; member discounts on rental cars, cruises, vacation packages and lodging; special offers on technology and gifts; and pharmacy services. AARP Services also engages in new product development activities for AARP.
About AARP
AARP is the nation’s largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the 125 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also produces the nation’s largest-circulation publications: AARP The Magazine and the AARP Bulletin. To learn more, visit aarp.org, aarp.org/espanol or follow @AARP, @AARPLatino and @AARPadvocates on social media.
(1) Internal analysis conducted in April 2026 by Ear Professionals Group, Soundly’s parent company, and Unmuted Consumer Insights
Leslie Farin is the Publisher and Founder of 50PlusToday. She is an experienced communications and marketing professional passionate about working with older adults and their families. She works with a team of writers to provide essential and cutting-edge information related to the 50Plus community.
