Persona Medical

What Persona Medical does

Persona Medical (legally Magnatone Hearing Aid Corp.) is a privately held US custom hearing instrument manufacturer founded in 1967 and headquartered in Casselberry, Florida. The company designs and manufactures a portfolio of digital hearing aids under the EVõK, Sombra, Claret, and EVoK Ri product lines, offered in custom ITE, RIC, Mini BTE, and BTE form factors, alongside custom earmolds, hearing protection products (Earasers, Big Shots, Mini Big Shots), and InEarz Audio professional in-ear monitors built on patented ADEL (Air Pressure Dissipation Ear Loudspeaker) technology validated through Vanderbilt University research. Their underlying technology stack is anchored on proprietary signal-processing IP, including the SpeechPro automated real-ear fitting system, VCOM voice-recognition programming, adaptive feedback cancellation, and directional microphone arrays, with EVoK Ri (launched 2026) introducing 2.4GHz BLE streaming and 33-band equalization.

The company operates a hybrid B2B2C distribution model, selling primarily through audiologists and hearing-aid dispensers who use Persona's VoicePro3 and ProFit 5 fitting software (integrated with the NOAH 4 platform) via a dedicated dealer portal at pro.personamedical.com, supplemented by direct consumer inquiry routing on personamedical.com. Persona maintains FDA 510(k)/PMA approvals, US GMP compliance under 21 CFR Part 820, and a Certificate to Foreign Governments, with a UK-based regulatory representative (Wellkang Ltd) supporting European affairs. Revenue streams derive from hardware sales across hearing aids, earmolds and accessories, hearing protection, in-ear monitors, and pre-wired faceplate components. With 11-50 employees and one million hearing aids delivered cumulatively, the firm is a niche, founder/family-controlled operator without disclosed external funding or institutional investors.

Name

Persona Medical

Legal name

Magnatone Hearing Aid Corp.

Website

https://personamedical.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Persona Medical is a privately held US manufacturer founded in 1967 that designs custom digital hearing aids, hearing protection products, and professional in-ear monitors, selling primarily through audiologists and hearing-aid dispensers via proprietary fitting software.

Ownership category

akta.pro rank

Product category

Hearing Aids and Hearing Health Devices

NAICS

Surgical and Medical Instrument Manufacturing (339112), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340)

SIC

Surgical & Medical Instruments & Apparatus (3841), Household Audio & Video Equipment (3651)

akta.pro primary industry

Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL)

akta.pro secondary industries

Microphones, Headsets & Audio Input Devices (HDACAFAH), Headphones & Personal Audio Retail (Earbuds, ANC, DACs) (CRACAEAG), Eye, Ear & Nasal Care (HLAIADAF)

Keywords

• Digital hearing aids
• Custom hearing instruments
• Hearing protection products
• Custom in-ear monitors
• Custom earmolds

Headquarters

HQ city

Casselberry

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Hearing Aids and Instruments: Persona Medical manufactures and sells digital hearing instruments including custom ITE models, Receiver in Canal (RIC), Mini BTE, and Behind-the-Ear (BTE) styles. Products include EVOK premium line, Sombra series, and Claret non-programmable instruments. Over five decades of experience with one million hearing aids delivered.
2. Custom Earmolds and Accessories: Custom earmold fabrication including swim plugs, noise plugs for industrial use, shooter plugs, and accessories for BTE, OTE and RIC fittings. The company maintains two full earmold labs on site and stores digital scans for replication.
3. Hearing Protection Products: Earasers high-fidelity earplugs for musicians, Big Shots electronic shooting protection, industrial safety earplugs, and hearing protection for various professions including dental professionals and motorsports enthusiasts.
4. In-Ear Monitors: InEarz Audio custom in-ear monitors with ADEL technology and Zen universal fit monitors for professional musicians, music lovers, and travelers. Products range from 2 to 10 driver systems.
5. Pre-Wired Faceplates and Components: Pre-wired faceplates and circuits allowing dealers to assemble customized instruments. Also includes repair services, loss and damage replacements, and professional fitting software (VoicePro3, ProFit5).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Persona Medical manufactures digital hearing instruments including custom ITE, Receiver in Canal (RIC), Mini BTE, and Behind-the-Ear (BTE) models under the EVõK premium, Sombra, and Claret lines, alongside custom earmolds, hearing protection products (Earasers earplugs, Big Shots electronic shooting protection), and InEarz Audio custom and universal in-ear monitors featuring proprietary ADEL technology. The company sells through hearing healthcare professionals using its VoicePro3 and ProFit 5 fitting software, and directly to consumers for hearing protection products, supported by mobile apps for device control and over one million hearing aids delivered since 1967.

Product overview

Persona Medical is a hearing health company manufacturing a comprehensive portfolio of hearing instruments, hearing protection products, and in-ear monitors. The product lineup centers on three main categories: (1) Hearing Aids including the premium EVõK line and Claret non-programmable instruments, the Sombra Series (8R, 8S, 8P, VR, VS, XR, XS, 9P, 9R, 9S), EVoK Ri rechargeable RIC, and Mini BTE models; (2) Hearing Protection including Earasers flat frequency response earplugs and Big Shots/Mini Big Shots electronic shooting protection; (3) InEarz Audio custom and universal in-ear monitors featuring proprietary ADEL technology. Supporting products include VoicePro3/ProFit5/VoicePro fitting software, SpeechPro automated fitting system, VCOM voice recognition programming, and mobile apps for hearing aid control. All products are manufactured in the USA since 1967 with over one million hearing aids delivered.

Differentiator

Problem solved

Functional benefit

Brands

• Earasers: World's First Flat Frequency Response Earplug - hearing protection products for musicians, medical professionals, industrial use, and individuals with hearing disorders.
• InEarz Audio
• InEarz Sport
• EVoK
• Claret
• Sombra
• BigShots
• VoicePro

Products and services

• EVõK Hearing Instruments Premium programmable digital hearing instrument line for audiologists and dispensers serving patients with hearing loss; features automatic listening programs, data logging, advanced feedback cancellation, and SpeechPro automated fitting.
• Claret Hearing Instruments Non-programmable trimmer digital hearing instruments that incorporate digital technology from high-end programmable instruments without requiring computer tuning, suited for users who prefer manual volume control.
• Sombra Series Hearing Instruments Family of hearing instruments available in RIC, OTE, and BTE styles with adaptive directional microphones and All-in-One Speech Enhancement for hearing healthcare professionals dispensing hearing aids.
• EVoK Ri Wireless rechargeable Receiver in the Canal hearing instrument with BLE streaming and 45+ hours battery life for hearing-impaired users; controlled via the Persona Evok Ri mobile app.
• Mini BTE Hearing Instruments Miniature behind-the-ear hearing instruments with thin tubing for a discreet fit, featuring moisture protection, FocusMic Systems, and TeleSolutions for mild to moderately severe hearing loss.
• Receiver in the Canal (RIC) Hearing Instruments Receiver-in-the-Canal hearing instruments that place the speaker in the ear canal for improved fidelity and reduced size; Sombra 8R model includes Adaptive Speech Enhancement.
• Custom Earmolds Custom earmolds fabricated in two in-house labs for BTE, OTE, and RIC fittings, including noise plugs, swim plugs, and shooter plugs; digital scans stored for replication.
• Earasers Hearing Protection High-fidelity flat-frequency-response earplugs sold under the Earasers brand, available in variants for musicians, dental/medical, industrial, leisure, motorsports, and sensory processing needs.
• Big Shots Electronic Shooting Protection Electronic hearing protection for shooters featuring ANSI 30NRR noise reduction, fast compression, speech compression, and integrated telecoil; available in stock half shell or custom full shell.
• Mini Big Shots Compact covert electronic hearing protection with WhistleBlocker, WindBlocker, and Hydroguard corrosion protection for shooters and sports enthusiasts.
• InEarz Custom In-Ear Monitors with ADEL Custom in-ear monitors with patented ADEL technology for professional musicians, providing louder and richer sound while dissipating pneumatic pressure to avoid hearing damage.
• Zen Universal In-Ear Monitors Universal-fit in-ear monitors with 2 to 10 driver systems, integrated crossover network, and ADEL technology, hand-crafted with medical-grade hypo-allergenic lacquer.
• Persona Medical Mobile Apps Mobile applications (Persona Medical App, Evok App, Evok Ri App, RxEars App) that let end users customize hearing aid settings, switch programs, and locate devices via smartphone.

Quantifiable outcome

• Low remake percentages in earmold fabrication due to digital process
• +2 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core and minor.

• InEarz Audio (inearz.com)coreStrategic or Co-development PartnerInEarz Audio is a related brand focused on professional in-ear monitors and custom audio products. Products include Custom In-Ear Monitors with ADEL technology and Zen Universal Fit monitors. The brand was developed by Persona Medical's scientists and resident musicians for professional musicians and sports enthusiasts.
• Earasers (earasers.net)coreStrategic or Co-development PartnerEarasers is a hearing protection brand manufactured by Persona Medical. World-renowned flat frequency response earplugs developed by Persona Medical's lead engineer who is also a musician for over 20 years. Products include musician earplugs, industrial safety earplugs, and consumer hearing protection.
• InEarz Sport (inearzsport.com)minorStrategic or Co-development PartnerInEarz Sport is a brand focused on hearing protection for sports enthusiasts including hunters and shooters. Products include Big Shots and Mini Big Shots electronic hearing protection for shooting sports.
• Wellkang LtdcoreOthersEuropean regulatory representative for Persona Medical based in London (29 Harley Street, London W1G 9QR, England). Handles regulatory affairs issues and incident reporting for European markets.
• NOAH 4coreTechnology or IntegrationNOAH 4.3 or later is supported by Persona Medical fitting software (VoicePro and VoicePro3). NOAH is a hearing industry software platform for managing client data, audiograms, and fitting sessions. Full installers and web installers available for NOAH-compatible versions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Starkey Hearing Technologies: One of the 'Big Five' global hearing aid manufacturers, privately held and US-based (Minnesota). Directly comparable as a US-headquartered, privately-controlled hearing aid OEM competing for audiologist and dispenser channels.
• Sonova (Phonak, Unitron): Swiss-listed global hearing healthcare leader owning Phonak and Unitron. Comparable as the largest premium hearing instrument maker, competing head-to-head for audiologist fittings and feature parity in RIC/BTE categories.
• Demant (Oticon, Bernafon, Sonic): Danish-listed hearing healthcare group owning Oticon, Bernafon, and Sonic. Comparable as a vertically integrated hearing aid manufacturer with deep professional dispensing relationships globally.
• GN Hearing (ReSound, Beltone, Jabra Enhance): Danish-listed manufacturer of ReSound and Beltone hearing aids plus Jabra Enhance DTC brand. Comparable as a premium hearing aid maker that has actively built both professional and direct-to-consumer channels.
• WS Audiology (Signia, Widex, Rexton): Privately-held global hearing aid group combining Signia, Widex, and Rexton brands. Comparable as a multi-brand premium hearing instrument competitor with worldwide dispensing relationships.

Emerging players

• Eargo: US-based DTC hearing aid company selling directly to consumers via the internet. Comparable as a disruptive smaller player competing for the same hearing-impaired end-customer that Persona ultimately serves through dispensers.
• Audicus: Online DTC hearing aid retailer offering affordable pre-programmed and custom-programmed devices. Comparable as a digitally-native hearing aid competitor targeting the same hearing-impaired end-customer Persona addresses through dispensers.
• Lexie Hearing: DTC hearing aid brand backed by Bose, selling OTC and self-fit hearing aids online with remote support. Comparable as a digitally-native entrant reshaping the dispensary-gatekeeper model Persona relies on.

Direct peers

• 64 Audio: US-based manufacturer of professional custom and universal in-ear monitors for musicians and audiophiles. Most directly comparable peer for Persona's InEarz Audio line, competing in the same custom-IEM category for the same pro musician and prosumer customer.
• Etymotic Research: US-based maker of high-fidelity earplugs (ER-20 series) and hearing health products. Comparable as a competing manufacturer of flat-frequency-response musician earplugs and hearing protection devices overlapping with Persona's Earasers brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Persona-Medical-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Persona Medical