What Beter Horen does

Beter Horen B.V. is a Dutch hearing-care retailer and wholly-owned subsidiary of Amplifon S.p.A. (Milan-listed), operating 145+ retail stores and 200+ service points across all twelve Dutch provinces. Founded in 1910 and headquartered in Utrecht, the company serves adults and seniors with hearing loss, children with hearing needs, tinnitus sufferers, and consumers requiring occupational, music, or lifestyle hearing protection. It claims the position of Dutch market leader in hearing care.

The company's core offering is a multi-tier hearing-aid portfolio built on proprietary Amplifon technology (Ampli-mini, Ampli-mini AI, Ampli-power, Ampli-easy, Ampli-energy, Ampli-connect) complemented by third-party devices such as Phonak (Sonova), CROS systems, and cochlear/BAHA solutions. Supporting revenue lines include custom-molded hearing protection (otoplastieken), assistive listening devices (TV streamers, hearing-impaired phones, alert systems, Roger Pen microphones), and consumables (batteries, cleaning products, dry boxes, chargers) sold through shop.beterhoren.nl. Digital infrastructure — the Amplifon mobile app and Mijn Beter Horen portal — enables remote audiologist adjustments, usage-statistics monitoring, and online appointment booking, with a free 5-minute online hoortest as a top-of-funnel lead generator.

Beter Horen's business model combines hardware sales with professional audiology services. Customers book in-store or in-home appointments (audicien aan huis) for hearing tests, fitting, and aftercare, with a free trial period before purchase. Pricing is partially or fully subsidized by Dutch health insurers; in 2026 the company holds contracts with all overarching zorgverzekeraars, enabling reimbursements up to 100% and direct billing. Service revenue is reinforced by Beter Horen Kaarten aftercare plans, hearing training (gehoorrevalidatie), insurance/replacement support, and referral programs (Member Get Member). Marketing is multi-channel, combining owned retail, content/SEO, social media (Facebook, YouTube, Instagram), paid search, and CSR campaigns (Week tegen Eenzaamheid, Maand van het Gezond Gehoor).

Name

Beter Horen

Legal name

Beter Horen B.V.

Website

https://beterhoren.nl

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Beter Horen is a Dutch hearing-care retailer and Amplifon subsidiary operating 145+ stores nationwide, selling proprietary Amplifon and Phonak hearing aids, custom hearing protection, and audiology services to adults, seniors, children, and tinnitus patients, with full health-insurance reimbursement integration.

Ownership category

akta.pro rank

Product category

Hearing Care Services

akta.pro primary industry

Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL)

Keywords

• Hearing aid retail
• Hearing care services
• Custom hearing protection
• Audiology services
• Hearing aid accessories

Headquarters

HQ city

Doesburg

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hearing Aids (Hoortoestellen): Sale of hearing aids across multiple form factors and technology tiers, including proprietary Amplifon-branded products (ampli-mini, ampli-power, ampli-energy, ampli-connect, ampli-easy) and third-party branded products (Phonak). Revenue is generated per device, typically with insurance reimbursement support from Dutch health insurers covering up to 100% of costs. Customers can also benefit from a free trial period before committing to a purchase.
2. Hearing Aid Accessories and Maintenance Products: Sale of consumables and accessories including batteries (sizes 10, 13, 312, 675), cleaning products (sprays, wipes, ultrasonic cleaners, cleaning tablets), drying products (luxury dry boxes, electrical dry boxes, drying cups, drying tablets), ear spray, ear scrapers, and charging stations. Products are available for purchase in-store and via the Beter Horen online shop (shop.beterhoren.nl).
3. Custom Hearing Protection (Oordoppen op Maat): Custom-molded earplugs (otoplastieken) for various use cases including music, swimming, sleeping, motorcycling, work (occupational hearing protection compliant with Arbowet), aviation, fireworks, and tinnitus/sensitivity (Quiet line). Also includes universal earplugs. Revenue is generated per custom product, often with promotional pricing.
4. Hearing Care Services and Aftercare: Professional audiologist services including hearing tests, device fitting, adjustments, maintenance, repairs, and hearing training (gehoorrevalidatie). Services are often bundled with hearing aid purchases. The company provides ongoing aftercare including regular check-ups, insurance and replacement support (Beter Horen Kaarten), and home service (audicien aan huis).
5. Assistive Listening Devices and Other Aids: Products including phones for the hard of hearing (senioren telefoons), TV ringloop/streamers (ringleiding TV en radio), alarm and warning systems (flits- en trilwekkers, wek- en waarschuwingssystemen), solo equipment and microphones (luisterhulpen), Roger Pen and microphone accessories. These complement hearing aids for specific listening situations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Beter Horen is a Netherlands-based hearing care retailer that sells proprietary Amplifon-branded and third-party hearing aids across multiple form factors (IHO, RIC/LIHO, AHO), custom and universal hearing protection earplugs, assistive listening devices, and hearing aid accessories (batteries, cleaning products, dry boxes, chargers). The retail product offering is complemented by professional audiology services — free hearing tests, hearing aid fitting, adjustments, repairs, hearing training, free trial periods, and home audiologist visits — delivered through 200+ physical stores and service points across the Netherlands.

Product overview

Beter Horen is a hearing care retailer offering a comprehensive portfolio of hearing solutions and related services. The core product offerings include proprietary Amplifon-branded hearing aids across multiple technology tiers: Ampli-mini (discrete IHO/RIC), Ampli-mini AI (premium with AI adaptation), Ampli-power (high-performance for severe loss), Ampli-easy (budget-friendly AHO), Ampli-energy (rechargeable), and Ampli-connect (Bluetooth-enabled for TV/phone streaming). They also offer Phonak hearing aids and specialized solutions like CROS and cochlear implants/BAHA. Supporting products include custom and universal hearing protection earplugs, assistive listening devices (TV streamers, phone amplifiers, alert systems, solo microphones), and hearing aid accessories (batteries, chargers, cleaning products, dry boxes). Digital services include the Amplifon App for hearing aid control and the Mijn Beter Horen customer portal. Service offerings encompass free hearing tests, free trials, home audiology visits, online hearing screening, hearing training, and specialized pediatric services (Beter Horen Junior). The company operates over 200 retail locations across the Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• Ampli-mini: Small and discreet hearing aids
• Ampli-power
• Ampli-connect
• Ampli-easy
• Ampli-energy
• Mijn Beter Horen
• Beter Horen Junior

Products and services

• Ampli-mini hoortoestellen (Ampli-mini hearing aids) Small, nearly invisible hearing aids available in In-the-Ear (IHO) and Receiver-in-Canal (RIC/LIHO) styles, custom-made for discreet fit in the ear canal. Designed for adults and seniors seeking a discreet hearing aid.
• Ampli-mini AI hoortoestellen Premium hearing aid with artificial intelligence technology that automatically adapts to the user's environment and listening situations in real time. Aimed at consumers seeking top-segment AI-driven sound performance.
• Ampli-power hoortoestellen Powerful, compact, and discrete hearing aids designed for severe hearing loss with high-performance amplification capabilities.
• Ampli-easy hoortoestellen Affordable hearing aids with guaranteed performance in Behind-the-Ear (AHO) style, positioned as a budget-conscious entry-level option broadly supported by insurance reimbursement.
• Ampli-energy hoortoestellen Rechargeable hearing aids available in RIC, IHO, and AHO styles, offering the convenience of rechargeable battery technology without disposable cells.
• Ampli-connect hoortoestellen Latest-generation hearing aids with direct wireless Bluetooth connectivity to TVs and phones for streaming sound directly to the ears.
• Phonak Audéo Sphere Infinio hoortoestellen Premium rechargeable hearing aid from Phonak (Sonova Group) with advanced technology for optimal hearing experience, retailed through Beter Horen's network.
• CROS-hoortoestellen Contralateral Routing of Signal (CROS/BiCROS) hearing aids for single-sided deafness, transmitting sound from the non-hearing ear to the better-hearing ear.
• Cochleair implantaat en BAHA Cochlear implants and Bone Anchored Hearing Aids (BAHA) for customers with severe to profound hearing loss who cannot be served by conventional hearing aids.
• Gehoorbescherming — Oordoppen op maat (Custom hearing protection earplugs) Custom-made earplugs (otoplastieken) for hearing protection across use cases including music, swimming, sleep, motorcycling, work (Arbowet-compliant), aviation, fireworks, and tinnitus/sensitivity (Quiet line). Available in standard, premium, and Detec variants.
• Universele oordoppen (Universal earplugs) Universal earplugs for festivals, swimming, sleep, music, work, motorcycling, aircraft, and fireworks — off-the-shelf alternative to custom otoplastieken.
• Telefoons voor slechthorenden (Phones for the hard of hearing) Specialized phones designed for people with hearing difficulties, featuring enhanced audio amplification and accessibility features for seniors and hearing-impaired users.
• Ringleiding en TV streamers (Hearing loops and TV streamers) Hearing loop systems and TV streaming devices that connect directly to hearing aids for improved TV and radio listening at home.
• Wek- en waarschuwingssystemen (Alert and warning systems) Flashing and vibrating alarm and warning systems (wekkers, deurbellen, wek- en waarschuwingssystemen) for hearing-impaired individuals.
• Solo apparatuur en microfoons (Solo equipment and microphones) Solo equipment and microphones (luisterhulpen) that help improve speech understanding in challenging listening environments, used alongside or with hearing aids.
• Roger Pen Wireless microphone that transmits speech directly to hearing aids, helping users understand speech in noise and over distance.
• Hoortoestel batterijen en opladers (Hearing aid batteries and chargers) Hearing aid batteries (sizes 10, 13, 312, 675), chargers, cleaning products (sprays, wipes, ultrasonic cleaners, cleaning tablets), and drying solutions (luxury dry boxes, electrical dry boxes, drying cups, drying tablets) — available in-store and via the Beter Horen online shop.
• Amplifon App Mobile application (iOS and Android) that lets customers control hearing aid settings, view usage statistics, book appointments, receive remote audiologist adjustments, and access personalized hearing care advice.
• Mijn Beter Horen (customer portal) Personal online customer portal providing access to hearing aid data, usage statistics, appointment scheduling, hearing questionnaires, and personal hearing plan information.
• Gratis gehoortest (Free professional hearing test) Free professional hearing test conducted by StAr-certified audiologists in-store to assess hearing ability and provide personalized advice on hearing solutions.
• Audicien aan huis (Home audiologist service) Home visit service where certified audiologists travel to customers' homes for hearing tests, hearing aid fitting, adjustments, and aftercare — for elderly, mobility-limited, or homebound customers.
• Gratis proefperiode (Free trial period) Free, no-obligation trial period allowing customers to test hearing aids with personalized fitting before committing to a purchase.
• Online hoortest (Online hearing screening) Online 5-minute hearing screening that provides an initial hearing assessment before booking an in-store appointment. Available from age 12.
• Hoortraining en gehoorrevalidatie (Hearing training and rehabilitation) Hearing training and auditory rehabilitation services to help hearing aid users adapt to their devices and maximize communication benefits.
• Beter Horen Junior Specialized hearing care services for children, including pediatric hearing tests and child-appropriate hearing solutions. Children under 18 are typically referred by a KNO-arts or audiologisch centrum.

Quantifiable outcome

• Up to 100% reimbursement of hearing aid costs through Dutch health insurance
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• De LuisterlijncoreStrategic or Co-development Partner · 25 September 2025Beter Horen and De Luisterlijn (a Dutch charity providing 24/7 anonymous listening support via phone and chat) have partnered for the 'Week tegen Eenzaamheid' (Week Against Loneliness, 25 September – 1 October 2025). The partnership addresses the link between hearing loss and social isolation — per RIVM, 46.2% of the Dutch population felt lonely in 2024. Beter Horen supports De Luisterlijn's mission while raising awareness about hearing health as a factor in social connection.
• Dutch Health Insurers (Zorgverzekeraars)coreChannel Partner/ Reseller/ DistributorBeter Horen has contracts with all overarching Dutch health insurance providers (alle overkoepelende zorgverzekeraars) in 2026. These insurer partnerships are critical for customer acquisition and revenue, as most Dutch customers rely on health insurance reimbursement (up to 100%) to fund hearing aids. Specific named insurers mentioned include CZ, DSW, VGZ, Achmea (Zilveren Kruis / De Friesland), and Infomedics (for invoice/declaration services).
• Amplifon Group (Parent Company)coreTechnology or IntegrationBeter Horen is a subsidiary of the Amplifon Group, a global hearing care company headquartered in Milan, Italy (Amplifon S.p.A., listed on Euronext Milan). Amplifon provides Beter Horen with proprietary hearing aid technology (Amplifon, ampli-mini, ampli-power, ampli-energy, ampli-connect brands), the Amplifon mobile app, the Mijn Beter Horen digital platform, training, and global purchasing power for hearing aid technology. Beter Horen represents the Dutch retail arm of Amplifon's operations.
• World Health Organization (WHO) — World Hearing DayminorGTM or Marketing PartnerBeter Horen supports the WHO's annual World Hearing Day (3 March) by dedicating the entire month of March as the 'Maand van het Gezond Gehoor' (Month of Healthy Hearing). This aligns with WHO awareness campaigns on hearing loss prevention and promotes Beter Horen's hearing screening and protection services.
• KNO-artsen (ENT Specialists) and Audiologische CentraminorChannel Partner/ Reseller/ DistributorBeter Horen works closely with ENT specialists (KNO-artsen) and audiological centers (audiologische centra) who refer patients with hearing conditions requiring medical investigation or specialized diagnosis. Beter Horen advises customers on whether to first visit a KNO-arts or directly book a hearing test at Beter Horen.
• Loesje (Schrijverscollectief Loesje)minorGTM or Marketing PartnerDuring the Week tegen Eenzaamheid campaign, Beter Horen used inspirational texts developed by Loesje (a writers' collective known for provocative posters) and Carla Hofland (Luisterlijn volunteer) to encourage social connection and listening awareness across social media, supermarkets, train stations, and online channels.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Audika (William Demant): French hearing care retail chain owned by Demant. Operates a similar store-and-service model with insurance reimbursement focus; while primarily French-market, the comparable provides a benchmark for retail-led hearing care strategy in a European single-payer-adjacent reimbursement environment.
• Hidden Hearing: UK- and Ireland-based hearing care retailer with Dutch operations, owned by Sonova. Provides another directly comparable retail-led hearing care model, though smaller Dutch footprint limits head-to-head competition with Beter Horen.

Emerging players

• Starkey Hearing Technologies: US-based hearing aid manufacturer known for AI-enabled and custom-fit devices. Represents an emerging technology threat and potential alternative supply for Dutch retailers like Beter Horen, particularly as AI features become a key differentiator.

Direct peers

• Schoonenberg Audiciens: Dutch hearing aid retail chain owned by Sonova (parent of Phonak). Directly competes with Beter Horen in the Netherlands and benefits from manufacturer-level supply and product exclusivity, including access to Phonak's latest devices such as the Audéo Sphere Infinio carried by Beter Horen.
• Hans Anders: Dutch value-oriented optical and hearing care retailer with national store coverage. Competes on price accessibility and convenience, particularly for entry-level and mid-tier hearing aids, and targets similar insurance-reimbursed customer segments as Beter Horen.
• Specsavers: Global optical and hearing care retail chain with significant Dutch operations. Offers bundled optical-hearing services, in-store audiologists, and competitive hearing aid pricing; competes head-to-head with Beter Horen across the same Dutch customer segments, particularly via insurance-contracted fittings.

Broad incumbents

• Sonova Holding AG: Swiss hearing healthcare company and parent of Phonak. Owns the Schoonenberg retail chain in the Netherlands and competes with Beter Horen both as a hearing aid supplier (Phonak Audéo line sold by Beter Horen) and as a vertically integrated retail competitor across European markets.
• Demant A/S: Danish hearing healthcare group and parent of Oticon, Bernafon, and Sonic. Operates retail chains globally and competes with Beter Horen through both hearing aid manufacturing (Oticon) and direct retail presence in select European markets.
• GN Hearing (ReSound): Danish hearing aid manufacturer behind ReSound, Jabra, and Beltone brands. A key global hearing aid OEM and competing technology platform that Beter Horen could source as an alternative to Amplifon-proprietary products; represents a benchmark for R&D intensity in the category.
• Amplifon SpA: Italian multinational hearing care company and direct parent of Beter Horen. Operates 9,000+ points of sale across 26 countries, develops proprietary Amplifon-branded hearing aid technology, and represents the closest comparable for store productivity, reimbursement navigation, and vertical integration strategy at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCDox7Vv0wbKd0xUSj2GidKQ
• Facebookfacebook.com/beterhoren
• Instagraminstagram.com/beterhorennl
• LinkedInlinkedin.com/company/beter-horen

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 Beter Horen