UnitedHealthcare Hearing in 2026: What Patients Should Know, Including the Soundly Acquisition

By Kim Fishman, Audiologist | Hears Hearing & Hearables  |  Hears to U Clinic, Hopkins, Minnesota

If you have a UnitedHealthcare insurance plan,  whether employer-sponsored or Medicare Advantage, there’s a good chance your hearing benefit is administered by UnitedHealthcare Hearing. It’s one of the largest hearing benefit programs in the country, serving millions of members through a network of thousands of providers nationwide.

It’s also one of the most structurally complex arrangements in the hearing care industry, and one of the least transparent to the patients who use it. This post explains what UnitedHealthcare Hearing actually is, how it came to exist, who owns what, what the Relate hearing aid actually is, and, most recently, why the February 2026 acquisition of Soundly by their parent group is a development every hearing aid consumer should know about.

We are an independent audiology provider. We have no affiliation with UnitedHealthcare Hearing, no financial relationship with Sonova, and no stake in whether you use the UHC benefit or choose independent purchase. Our only interest is that you understand what you’re choosing. In fact, if you do have a direct benefit, we are providers outside their HiHearing network. 

What Is UnitedHealthcare Hearing, and How Did It Come to Exist?

UnitedHealthcare Hearing is not a standalone insurance company or a neutral third party. It is the hearing benefit arm of UnitedHealth Group, one of the largest corporations in the United States, and its origins trace directly to an acquisition from a hearing aid manufacturer.

Here is the documented history:

• 2012: UnitedHealth Group launches hi HealthInnovations, a direct-to-home hearing healthcare subsidiary.
• 2018: UnitedHealth Group acquires EPIC Hearing Healthcare from Sonova, the world’s second-largest hearing aid manufacturer, which makes Phonak and Unitron. The acquisition price was not disclosed; EPIC had approximately $50 million in annual revenue at the time of acquisition.
• 2019: UHC merges EPIC Hearing Healthcare and hi HealthInnovations to create UnitedHealthcare Hearing. The private-label hearing aid brand Relate is introduced, manufactured by Sonova.
• 2024: The Relate brand is updated to Relate 4.0 with three technology tiers: Platinum, Gold, and Silver.
• 2026: UHC Hearing, EPIC Hearing, and AARP Hearing Solutions consolidate under the umbrella brand Ear Professionals Group.
• February 2026: Ear Professionals Group acquires Soundly, one of the most widely used independent consumer hearing aid review platforms in the US online. Hearing Tracker is still independent!

 

The short version: UnitedHealthcare Hearing was built in part from a company it bought from Sonova, the manufacturer of the Relate hearing aids now sold through UHC Hearing’s benefit programs. The company that administers your hearing benefit has a direct corporate lineage to the manufacturer of its featured private-label device.

What Is the Relate Hearing Aid, Really?

The Relate is UnitedHealthcare Hearing’s private-label hearing aid. It is prominently featured in UHC Hearing’s benefit programs and, as of 2026, will appear on the Soundly platform as part of the Ear Professionals Group acquisition.

Here is what is publicly documented about the Relate:

• Relate is a registered trademark of Ear Professionals International, LLC, the corporate entity within the Ear Professionals Group structure
• Relate is manufactured by Sonova, confirmed on UHC Hearing’s own website: ‘For assistance, if needed, or to report unexpected operations or events, please contact Sonova’
• The Relate device most closely resembles Unitron hearing aids, Unitron is a Sonova brand
• Relate 4.0 is the current version, with three technology tiers: Platinum (complex listening), Gold (balanced performance), and Silver (everyday essentials)
• Technical support for Relate goes to Sonova directly

 

When a UHC Hearing member purchases a Relate hearing aid, they are buying a Sonova-manufactured device through a benefit program that was built from a Sonova acquisition. The connection between the benefit administrator and the device manufacturer is not prominently disclosed to patients.

What UnitedHealthcare Hearing Actually Offers, An Honest Assessment

Before discussing the structural concerns, let’s be honest about what the program does deliver. Many UHC Hearing members have positive experiences, and dismissing the program entirely would not serve patients well.

• Wide network: UHC Hearing has one of the largest provider networks in the US, with thousands of participating audiologists and hearing care professionals nationwide.
• Reduced cost at point of service: Members often pay significantly less for hearing aids through the UHC Hearing benefit than they would for the same devices through private purchase, depending on their plan’s allowance.
• Multiple brand options: UHC Hearing has expanded its brand offerings over time. In May 2025, Oticon and UHC Hearing announced an agreement restoring access to the full Oticon portfolio, including the flagship Oticon Intent. This is a genuine improvement in choice for members.
• Convenience: The process of accessing the benefit, calling the number on your insurance card, being directed to a network provider is straightforward for most members.

The Limitations, What UHC Hearing Doesn’t Tell You Upfront

The Relate Is the Featured Device

Despite the expanded brand options, the Relate remains the primary private-label device featured in UHC Hearing’s programs and, as of March 2026, on the Soundly platform. The path of least resistance for most members leads to the Relate. Not all members know they can ask for other brands, and not all network providers have equal familiarity with or access to the full range of options.

Limited Follow-Up Visits

Like most TPA programs, UHC Hearing plans typically cover a limited number of visits, usually one fitting and one or two follow-ups. For new hearing aid users navigating the acclimatization process, this is often insufficient. Visits beyond the plan’s coverage are private pay, and patients are not always told this clearly before their first appointment.

Network Provider Constraints

Providers in the UHC Hearing network have signed contracts with specific terms governing what they can charge, what they can recommend, and in some cases what they can say about the program. As we documented in what is a TPA blog some TPA contracts include non-disparagement clauses that survive the termination of the provider agreement. 

Technology Transparency

Knowing that the Relate is a Sonova/Unitron-platform device is information that would help any patient make an informed comparison, comparing Relate to Phonak or Unitron at independent providers, for example. This information is technically available on the UHC Hearing website if you look for it, but it is not prominently communicated in the patient-facing benefit materials.

The Soundly Acquisition: February 2026, Why It Matters

On February 3, 2026, Ear Professionals Group announced the acquisition of Soundly, a widely used consumer-facing hearing aid research and review platform known for its independent comparisons, online hearing tools, and shopping guidance. The integration began in March 2026.

“The acquisition of Soundly allows us to combine a digital-first consumer experience with the deep clinical expertise of our network,”  said Dave Falda, CEO of Ear Professionals Group, February 2026

Here is what the acquisition means in practice, according to the company’s own announcements:

• Soundly will be integrated into Ear Professionals Group’s portfolio of programs starting in March 2026
• The Relate private-label brand will be featured on Soundly alongside other devices owned by Sonova.
• The platform will direct consumers researching prescription hearing aids toward Ear Professionals Group’s provider network
• The acquisition is designed to create what the company describes as a ‘seamless bridge between consumers’ online research and local clinical care.’

 

Soundly has been a resource that hearing aid consumers and audiologists have referred to for its comparison tools and buyer guides. The question that this acquisition raises, which neither the company nor the initial coverage fully addresses, is straightforward:

When a company that administers insurance hearing benefits, markets a manufacturer-produced private-label hearing aid, and operates a national provider network acquires a consumer hearing aid review platform and announces it will feature its own private-label brand on that platform, the independence of that review platform has changed. Readers using Soundly after March 2026 should understand who owns it. It is no longer able to be trusted as no conflicts.

This is not a claim that Soundly’s existing content has been altered or that its reviews are being manipulated. It is a factual statement about ownership that was not the case before February 2026 and is the case now. Informed consumers deserve to know who owns the platforms where they research major health purchases.

UHC Hearing Benefit vs. Independent Purchase: How to Think About the Choice

We get asked this question often, and we try to answer it honestly rather than reflexively directing people toward independent purchase. Here is how we actually think through it:

• Use the UHC benefit if: your plan’s allowance covers a meaningful portion of the device cost, you’re comfortable with the device selection available, there’s a good in-network provider near you, your hearing loss is straightforward, and the math works out, total cost through the benefit (device plus private-pay visits you’ll likely need) is lower than a transparent independent purchase.
• Consider an independent purchase if: you want to choose from the full market rather than a TPA-curated list, you want an audiologist with no contractual restrictions on what they can discuss with you, you want real-ear measurement as a standard part of your fitting, you have complex hearing needs that benefit from audiologist-level expertise and genuine choice, or the total cost comparison favors it. 
• Ask these questions before using the benefit: Which brands are available through my plan? Is the Relate the primary option or can I access Phonak, Oticon, Starkey, or Widex at equivalent pricing? How many visits are covered? What is the cost of additional visits? Can I see my own audiologist?

 

We have seen many patients who came to us after unsatisfying experiences with TPA-administered benefits, not because the devices were bad, but because the follow-up care was inadequate, the device wasn’t the right match for their hearing profile, or the process didn’t give them enough information to evaluate their options. We can often help these patients improve their outcomes with their existing devices. And we can help future patients make a more informed choice before they start.

Want a Second Opinion Before Using Your UHC Hearing Benefit?

A 10-minute telehealth call with our team can help you understand what your UHC Hearing benefit actually covers, whether the Relate or another device is the right match for your specific hearing profile, and what a transparent, independent purchase would cost for comparison. There’s no obligation,  just information.

Contact our team, view our Provider Fees, or browse our prescription hearing aid selection. 

— Kim Fishman, Audiologist | Hears Hearing & Hearables  |  Hears to U, Hopkins, Minnesota

Frequently Asked Questions: UnitedHealthcare Hearing

What is UnitedHealthcare Hearing?

UnitedHealthcare Hearing is the hearing benefit program of UnitedHealth Group, one of the largest health insurance and healthcare companies in the US. It was created in 2019 by merging EPIC Hearing Healthcare (acquired from Sonova in 2018) with hi HealthInnovations. It administers hearing benefits for millions of UnitedHealthcare insurance members through a national provider network. UHC Hearing, EPIC Hearing, and AARP Hearing Solutions now operate under the umbrella brand Ear Professionals Group.

Who makes the Relate hearing aid?

The Relate hearing aid is manufactured by Sonova, the world’s second-largest hearing aid manufacturer, which also makes Phonak and Unitron. Relate is a registered trademark of Ear Professionals International, LLC, and the device most closely resembles Unitron hearing aids on the Sonova platform. Technical support for Relate is provided by Sonova directly. This information is confirmed on UnitedHealthcare Hearing’s own website.

What happened with the Soundly acquisition?

On February 3, 2026, Ear Professionals Group, the umbrella organization that includes UnitedHealthcare Hearing, announced the acquisition of Soundly, a consumer-facing hearing aid review and research platform. Starting in March 2026, Soundly became part of Ear Professionals Group’s portfolio. The group announced plans to feature its Relate private-label brand on Soundly alongside other devices and to use the platform to direct consumers toward its provider network. Readers using Soundly after March 2026 should be aware that the platform is now owned by a company with commercial interests in the hearing aid market.

Is UnitedHealthcare Hearing a good deal?

It depends on your plan’s specific benefit, the providers available in your area, and how the total cost of care compares to independent purchase. For members with generous allowances and good in-network providers nearby, the benefit can deliver meaningful value. For members with limited allowances, restricted device choice, or complex hearing needs that require more follow-up care than the benefit covers, independent purchase from a transparent provider may offer better outcomes at comparable or lower total cost. We recommend comparing total cost, device plus all visits you’ll realistically need, rather than device price alone.

Can I get Oticon, Phonak, or Starkey through UnitedHealthcare Hearing?

Potentially yes. In May 2025, UnitedHealthcare Hearing and Oticon announced an agreement restoring access to the full Oticon portfolio, including Oticon Intent. UHC Hearing states it covers ‘most of today’s leading hearing aid brands.’ However, availability varies by plan and provider. Ask your specific plan and your in-network provider what brands are available and at what cost, including any cost difference versus the Relate, before committing to a device.

Should I use my UHC hearing benefit or buy independently?

This depends on the math. Calculate: what will the device cost through your benefit, plus the cost of any visits beyond the plan’s covered allowance. Compare that to a transparent independent purchase, device cost plus itemized service fees, from a provider like Hears Hearing & Hearables. If you want help running that comparison for your specific situation, our team is happy to assist with no obligation.