TruHearing
TruHearing is a hearing healthcare benefits manager serving 160M+ covered lives through 110+ health plans and an 8,850+ provider network. It operates as a subsidiary of WS Audiology, delivering discounted hearing aids and care coordination to health plan, employer, and union members.
- Company typePrivate
- Founded2003
- HeadquartersWest Jordan, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What TruHearing does
TruHearing is a hearing healthcare benefits management company headquartered in Draper, Utah, founded in 2003 and operating as a wholly-owned subsidiary of WS Audiology Group. The company partners with health plans, Medicare Advantage plans, employers, labor unions, and benefits brokers to provide discounted hearing aids, audiology care coordination, and follow-up services to covered members through a contracted network of 8,850+ hearing care provider locations. TruHearing reports that 90% of the US population lives within 10 miles of a network provider and that it serves over 160 million covered lives via 110+ health plan partners and 300+ total partners, with self-claimed #1 market share position in hearing aid units sold among benefit managers. Named health plan relationships include Humana, Highmark, Amalgamated Life, Fidelity Security Life, VFW, and Black Car Fund.
The company's core technology is the Echo platform, a HITRUST CSF-certified patient management and benefits administration system handling scheduling, provider matching, claims processing, and member support, complemented by an iOS and Android mobile application that supports member self-service and remote hearing aid adjustments. TruHearing generates revenue through managed-services agreements with health plans, PMPM subscription fees for employer programs (entry-level pricing reported under $0.05 PMPM), transaction-based fees on provider-fulfilled hearing aid orders, and direct-to-consumer sales of OTC hearing aids, prescription devices such as the TruHearing 6 line, accessories, and batteries through shop.truhearing.com. Reported average member savings are $3,830 per pair versus a $4,600+ retail benchmark.
The business was acquired by Sivantos in April 2018, merging the benefits platform with global hearing aid manufacturing scale across the Signia and Widex brands under WS Audiology Group. Leadership transitioned from Tommy Macdonald to Trent Sterling as CEO on January 9, 2023. In 2025, TruHearing integrated Hearing Care Solutions (April 18, 2025) and entered a partnership with SHOEBOX for hearing screening technology (February 20, 2025), while continuing to extend into veteran and union member populations through VFW and Black Car Fund relationships.
TruHearing firmographics
Firmographics- Name
- TruHearing
- Legal name
- TruHearing, Inc.
- Website
- https://truhearing.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- TruHearing is a hearing healthcare benefits manager serving 160M+ covered lives through 110+ health plans and an 8,850+ provider network. It operates as a subsidiary of WS Audiology, delivering discounted hearing aids and care coordination to health plan, employer, and union members.
- Ownership category
- akta.pro rank
TruHearing industry classification
Industry- Product category
- Hearing Healthcare Benefits Administration
- NAICS
- Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Offices of Other Health Practitioners (6213)
- SIC
- Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090), Hospital & Medical Service Plans (6324)
- akta.pro primary industry
- Audiology & Hearing Services (ENT-Affiliated) (HLAKAMAI)
- akta.pro secondary industry
- Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL)
Keywords
Where TruHearing is headquartered
LocationHeadquarters
- HQ city
- West Jordan
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
TruHearing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Health Plan Partnerships: TruHearing generates revenue by partnering with health insurance companies and Medicare Advantage plans to provide hearing benefits to their members. Health plans pay TruHearing to administer hearing benefits including discounted hearing aids, provider access, and support services. This is the primary revenue channel, serving 160+ million covered lives through 110+ health plan partners.
- Employer and Union Benefits: TruHearing provides hearing healthcare benefits to employer groups and labor unions as part of employee benefits packages. These B2B relationships involve annual contracts or per-member-per-month (PMPM) fees to provide hearing benefits to covered populations.
- Provider Network and Fulfillment: Revenue is generated through the coordination between the contracted provider network (audiologists and hearing instrument specialists) and members. TruHearing facilitates appointments, provides hearing aids from manufacturers, and manages the fulfillment process.
- Direct Consumer Hearing Aid Sales: While the primary model is insurance/employer benefit-based, TruHearing also serves consumers without coverage through direct purchasing of hearing aids and batteries at discounted rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Insurance/Employer Benefit Model - Pricing determined by health plan coverage |
| Transaction based/ take rate | Pay-as-you-go | Direct Pay / Uninsured Consumers |
| Subscription | Annual | Employer Program - Entry Level |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
TruHearing product offering
Product offeringCore offering
TruHearing administers hearing healthcare benefits for members of partnered health plans, Medicare Advantage plans, employers, and labor unions, providing access to discounted hearing aids from multiple manufacturers through a contracted nationwide network of 8,850+ audiology provider locations. The company combines the Echo benefits-administration platform, a dedicated Hearing Consultant phone service, and a consumer mobile app to guide members from coverage verification and provider scheduling through hearing-aid fitting and post-care support.
Product overview
TruHearing is a hearing healthcare benefits provider offering a comprehensive platform of hearing health solutions. The core offering centers on hearing aid benefit solutions through health plan partnerships, providing access to discounted hearing aids from multiple manufacturers (Signia, Widex, and TruHearing's own brand) through the nation's largest contracted provider network of 8,850+ locations. The platform includes the Echo web-based provider portal for network management, a consumer mobile app for iOS and Android, OTC hearing aids available direct-to-consumer, and specialized programs like the Hearing Aid Advantage Program developed with SHOEBOX for occupational health customers. TruHearing operates as part of WS Audiology and serves over 160 million lives through 110+ health plan partners.
Differentiator
Problem solved
Functional benefit
Brands
- TruHearing 6: TruHearing's proprietary hearing aid brand featuring advanced technology and various styles including RIC (Receiver-in-Canal) models.
- Echo
- TruTime
Products and services
- TruHearing Hearing Aid Benefit Solutions Core hearing-aid benefit administration service delivering discounted hearing aids from top manufacturers (Signia, Widex, TruHearing brand) and access to a nationwide contracted audiology network of 8,850+ locations, offered through health-plan, Medicare Advantage, employer, and union partners.
- Echo Provider Portal Web-based portal for hearing-care providers to access TruHearing's network, manage patient appointments, submit claims, and access training and credentialing resources.
- TruHearing Mobile App iOS and Android mobile application that enables members to access hearing-health resources, find providers, manage their hearing-aid devices (including remote adjustments), and track hearing health over time.
- TruHearing 6 Hearing Aids Proprietary TruHearing-branded hearing aids featuring advanced technology and various styles including Receiver-in-Canal (RIC) models with advanced sound processing and wireless streaming capabilities.
- Over-the-Counter (OTC) Hearing Aids Direct-to-consumer OTC hearing aids available at shop.truhearing.com without a prescription, providing an accessible entry point for consumers with mild to moderate hearing loss.
- Hearing Aid Batteries Replacement hearing-aid batteries sold direct to consumers at promotional pricing (e.g., 120 batteries for $39 with free delivery).
- Hearing Aid Advantage Program Comprehensive hearing healthcare program developed in partnership with SHOEBOX for occupational-health customers, bundling hearing screening, clinical assessment, and affordable hearing aids through a single integrated solution.
- Hearing Health Insurance Plan (Fidelity Security Life) Insurance product offered in partnership with Fidelity Security Life Insurance Company that provides fixed indemnity benefits for hearing exams and hearing aids as an ancillary benefit similar to vision or dental.
Quantifiable outcome
- Saves an average of $3,830 per pair of hearing aids compared to retail prices
- +4 more outcomes
Companies that use TruHearing
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
TruHearing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
TruHearing partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor, core and strategic.
- United Concordia DentalminorUnited Concordia Dental launched a member wellness program offering discounts across oral healthcare, fitness, hearing, and general wellness through partnerships including TruHearing. TruHearing provides hearing aid discounts as part of this wellness program.
- Hearing Care Solutions (HCS)coreHearing Care Solutions (HCS), a leading hearing healthcare vendor, was integrated into the TruHearing brand and operations. This consolidation strengthens TruHearing's market position and expands its capabilities.
- SHOEBOXstrategicTruHearing partnered with SHOEBOX, the leader in hearing screening and testing solutions, to fill a gap in hearing healthcare. The partnership provides access to SHOEBOX's advanced hearing screening technology for occupational hearing conservation customers, combined with TruHearing's affordable hearing aids and provider network.
- Black Car FundstrategicTruHearing partnered with The Black Car Fund to provide no-cost hearing healthcare to tens-of-thousands of eligible for-hire drivers in New York State. This partnership expands access to hearing healthcare for a specific underserved population.
- Veterans of Foreign Wars (VFW)strategicTruHearing announced an alliance with VFW, a nonprofit combat veterans' service organization. This relationship helps provide hearing healthcare to over a million veterans and military service members, a population consistently at higher risk and incidence of hearing loss.
- Fidelity Security Life Insurance CompanystrategicTruHearing partnered with Fidelity Security Life Insurance Company to introduce a hearing health insurance plan, enabling benefits professionals to offer hearing benefits as an ancillary offering similar to vision or dental. The plan provides fixed indemnity benefits for hearing exams and hearing aids.
- Amalgamated Life Insurance CompanystrategicTruHearing partnered with Amalgamated Life Insurance Company to offer four group voluntary hearing health plans, integrating hearing products into their portfolio. Four plan options are available ranging from discount plans to fully insured coverage, serving Amalgamated Life's extensive customer base.
- Sivantos (now WS Audiology)coreTruHearing entered into a strategic partnership and acquisition agreement with Sivantos in April 2018, which combined Sivantos' hearing aid technology with TruHearing's hearing benefits distribution platform. Sivantos later became part of WS Audiology.
- WS AudiologycoreWS Audiology is the parent company of TruHearing. As part of WS Audiology, TruHearing leverages the experience, innovation, and buying power of a global leader in hearing health. WS Audiology has the ambition of making wonderful sound part of everyone's life.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
TruHearing competitors and assessment
Company assessmentPeers
Market position
Strengths5 records
Weaknesses2 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
TruHearing social profiles
Digital presenceTruHearing compliance and trust
Trust signalCompliance3 records
TruHearing financial estimates
Financial estimateRevenue estimate
Valuation estimate
TruHearing leadership team
Management profileNumber of profiles
Profiles7 records
TruHearing subsidiaries and ownership
Company hierarchySubsidiaries1 record
TruHearing funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TruHearing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TruHearing
What does TruHearing do?
TruHearing administers hearing healthcare benefits for members of partnered health plans, Medicare Advantage plans, employers, and labor unions, providing access to discounted hearing aids from multiple manufacturers through a contracted nationwide network of 8,850+ audiology provider locations. The company combines the Echo benefits-administration platform, a dedicated Hearing Consultant phone service, and a consumer mobile app to guide members from coverage verification and provider scheduling through hearing-aid fitting and post-care support.
Is TruHearing a public or private company?
TruHearing is a private company. It is classified as corporate owned and is currently operating.
When was TruHearing founded?
TruHearing was founded in 2003. It employs 251 to 500 people.
Where is TruHearing based?
TruHearing is headquartered in West Jordan, United States, in the North America region.
How does TruHearing make money?
Four revenue lines are on record. Health Plan Partnerships are the primary driver. The others are employer and Union Benefits, provider Network and Fulfillment and direct Consumer Hearing Aid Sales.
Who are TruHearing's main competitors?
EPIC Hearing Healthcare is listed as a peer.
Does TruHearing have an API?
No public API is recorded for TruHearing.
What industry is TruHearing in?
TruHearing's product category is Hearing Healthcare Benefits Administration. Its primary akta.pro industry code is HLAKAMAI, Audiology & Hearing Services (ENT-Affiliated), with a secondary code of CRACANAL, Hearing Enhancement / Assistive Listening Audio Devices. Its NAICS code is 621340 and its SIC code is 8000.