What Hidden Hearing does

Hidden Hearing is a UK-based hearing healthcare specialist and authorised distributor of advanced hearing aids from sister brands within the Demant group (Oticon, Bernafon, Starkey), serving individual consumers experiencing hearing loss. The company operates a direct-to-consumer model through an owned network of over 300 physical clinics across the United Kingdom, supported by online booking, telephone sales, and home-visit services. Its service offering spans free in-clinic hearing tests, ACT (Audible Contrast Threshold) diagnostic technology for personalised fitting, ear wax removal via micro-suction, hearing aid dispensing across entry-level to premium tiers, and a comprehensive aftercare programme that bundles batteries, adjustments, cleanings, and repairs into an ongoing customer relationship.

The product portfolio spans Oticon Zeal (premium discreet in-ear with AI sound processing and rechargeable battery), Oticon Own SI, Oticon Intent, Oticon Real and Oticon Own (custom and open-fit lines), and Bernafon Alpha and Bernafon Encanta, alongside Made-for-iPhone and Bluetooth connectivity, the Oticon companion app, ConnectClip remote microphone, and TV audio streaming accessories. Proprietary differentiators include the ACT diagnostic workflow, same-day fitting capability on select devices, and a 60-day money-back trial.

Hidden Hearing monetises through one-time hearing aid hardware sales at undisclosed unit prices (entry, mid-range, premium tiers), professional clinical services (hearing tests, wax removal), a subscription-like recurring aftercare programme (free add-ons funded by device margin), accessories and consumables, and consumer financing plans. The customer base is predominantly individual adults with hearing loss and a secondary at-risk mid-life segment targeted via dementia-risk-factor messaging. Customer count exceeds 100,000 annually, and the company employs 501-1,000 staff from its Maidstone headquarters. Hidden Hearing is consolidating its UK operation with Amplifon under the Audika brand effective 1 July 2026.

Name

Hidden Hearing

Legal name

Hidden Hearing Ltd

Website

https://hiddenhearing.co.uk

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hidden Hearing is a UK hearing healthcare specialist operating 300+ clinics nationwide, serving over 100,000 customers annually with hearing tests, Oticon and Bernafon hearing aids, aftercare services, and ear wax removal. The company is merging with Amplifon to form Audika.

Ownership category

akta.pro rank

Product category

Hearing Healthcare Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), All Other Outpatient Care Centers (621498)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Audiology & Hearing Diagnostic Centers (HLAFAKAH)

akta.pro secondary industries

Audiology & Hearing Services (ENT-Affiliated) (HLAKAMAI), Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL), Eye, Ear & Nasal Care OTC (Eye Drops, Ear Drops/Wax Removal, Saline Sprays) (CRADAMAG)

Keywords

• Hearing aids
• Hearing tests
• Audiology services
• Hearing healthcare
• Ear wax removal

Headquarters

HQ city

Maidstone

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hearing Aid Sales: One-time purchase of hearing aids with various technology levels and features. Prices vary by model, style, and features included.
2. Professional Services: Hearing tests, fittings, adjustments, and consultations. Free hearing tests are offered; professional fitting services are included with device purchase.
3. Aftercare Services: Comprehensive aftercare program including free batteries, adjustments, cleanings, repair services, and consultations as part of ongoing customer support.
4. Accessories and Consumables: Sale of hearing aid accessories including batteries, wax filters, domes, and other replacement parts.
5. Ear Wax Removal Services: Professional ear wax removal service using micro-suction techniques.
6. Payment Plans and Finance: Financing options for hearing aids allowing customers to spread costs over time.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Hidden Hearing operates one of the UK's largest hearing care specialist networks, providing free comprehensive hearing tests, fitting and selling advanced hearing aids from brands such as Oticon and Bernafon, and delivering related clinical and aftercare services including ear wax removal, hearing aid adjustments, repairs, and ongoing support. The company serves more than 100,000 customers annually through its network of 300+ clinics across the United Kingdom.

Product overview

Hidden Hearing is a UK high-street hearing care specialist operating over 300 clinics nationwide and supporting more than 100,000 customers annually. The company offers a comprehensive portfolio of hearing solutions centered around Oticon and Bernafon hearing aid brands, including Oticon Zeal, Oticon Own SI, Oticon Intent, Oticon Real, Oticon Own, Bernafon Alpha, and Bernafon Encanta. These hearing aids range from entry-level to premium AI-powered devices, offering various form factors (in-ear, behind-the-ear) and features (Bluetooth connectivity, rechargeable batteries, AI sound processing). Beyond hardware, Hidden Hearing provides clinical services including free hearing tests, ACT diagnostic technology, ear wax removal, and a comprehensive aftercare programme with free batteries, adjustments, and repairs. The company offers financing options and a 60-day risk-free trial guarantee. Hidden Hearing is undergoing a rebranding to Audika in partnership with Amplifon, with the transition beginning July 1st.

Differentiator

Problem solved

Functional benefit

Products and services

• Oticon Zeal Premium discreet in-ear hearing aid with AI sound processing, rechargeable batteries providing up to 20 hours of life, and ready-to-wear same-day fitting capability for adults with hearing loss.
• Oticon Own SI

Quantifiable outcome

• 60% of people experience tinnitus relief from wearing hearing aids
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Evergreen PRminorGTM or Marketing Partner · 8 April 2026Sheffield-based specialist healthcare PR agency appointed by Hidden Hearing to deliver a national PR campaign addressing hearing aid abandonment. The campaign features a celebrity hearing aid user and a well-known TV doctor to raise awareness about the issue where approximately half of the UK's three million hearing aid users never or only sometimes wear their device.
• OticoncoreTechnology or IntegrationOticon is a key hearing aid brand partner, providing advanced hearing aid technology including AI sound processing (Oticon Own Si, Oticon Intent, Oticon Real, Oticon Zeal). Hidden Hearing offers Oticon products as part of their hearing aid portfolio.
• BernafoncoreTechnology or IntegrationBernafon is a Swiss hearing aid technology partner providing products including Bernafon Alpha and Bernafon Encanta. Hidden Hearing offers Bernafon products featuring Bluetooth wireless technology and music programs.
• StarkeycoreTechnology or IntegrationStarkey is a hearing aid brand partner whose products are available through Hidden Hearing clinics.
• DemantcoreTechnology or IntegrationDemant is the parent company and technology partner, providing the infrastructure and brand platform for Hidden Hearing's operations. Assets and media references in source data are hosted on demant.com domains.
• AmplifoncoreStrategic or Co-development PartnerAnnouncement on website indicates that from July 1, Hidden Hearing and Amplifon are coming together as 'Audika'. This represents a major strategic merger combining two leading hearing care brands in the UK market.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Scrivens Opticians & Hearing Care: UK family-run optician and hearing care provider with ~170 branches, offering free hearing tests and hearing aid fittings. A regional/scale-comparable UK hearing care competitor to Hidden Hearing's clinic network.
• Specsavers Hearing: UK optical and hearing care retailer with hundreds of in-store hearing clinics, offering free hearing tests and hearing aids. Competes head-to-head with Hidden Hearing on price, convenience, and walk-in accessibility across the UK high street.
• Amplifon: Italy-based global hearing care leader and Hidden Hearing's announced merger partner forming Audika in the UK. Operates identical retail clinic + audiologist + hearing aid distribution model across multiple countries, making it the closest peer on GTM, customer base, and product mix.
• Boots Hearingcare: UK hearing care subsidiary of Boots (Walgreens Boots Alliance) providing hearing tests, hearing aids, and aftercare through dedicated clinics and in-store optical locations. Directly comparable on retail audiology model and UK nationwide footprint.
• Leightons Opticians & Hearing Care: UK optician chain with a dedicated hearing care division offering hearing tests and hearing aids. Comparable in model (optician-anchored audiology) and a UK challenger to Hidden Hearing's national share.
• Sonic Hearing: Independent UK hearing care retailer with multiple clinic locations offering free hearing tests and hearing aids. Provides a comparable UK-only independent retail audiology benchmark against Hidden Hearing's larger national presence.

Broad incumbents

• Demant: Denmark-based global hearing healthcare conglomerate and Hidden Hearing's parent company. Owns Oticon, Bernafon, and multiple retail networks globally; comparable as the vertically integrated owner of hearing aid brands and clinic operators.
• Bay Audiology: Sibling company under the Demant parent operating hearing clinics in Asia-Pacific and other markets. Same corporate parent, similar clinic-based audiology model, and shared Oticon/Bernafon product platform, providing a comparable operating template at international scale.

Emerging players

• Jabra (GN Hearing): GN Hearing's Jabra Enhance direct-to-consumer/OTC hearing aid brand targeting customers who bypass traditional clinic channels. Represents the emerging DTC/online disruptive model that threatens the clinic-led retail model Hidden Hearing operates.

Others

• NHS Audiology Services: UK National Health Service provides free hearing aids through NHS audiology departments as a public-pay substitute for private retailers like Hidden Hearing. Relevant as a structural competitor shaping UK demand for paid private hearing care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCq-dFjU6Pbmy-l1tzOqbSsg
• Facebookfacebook.com/HiddenHearingUK
• Instagraminstagram.com/hiddenhearingltd
• Xx.com/HiddenHearingUK

Revenue estimate

Valuation estimate

Number of profiles

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 Hidden Hearing