What Audical does

Audical is a Montevideo-based hearing care provider founded in 1996 that operates 20+ physical hearing centers across 14 Uruguayan departments, staffed by qualified audiologists who deliver hearing assessments, hearing aid fitting, and ongoing after-sales care. Since its 2019 acquisition by Amplifon (Milan-listed, AMP IM), the company has operated as a wholly-owned subsidiary and brand within the global hearing solutions leader, currently rebranding under the identity 'Audical, una marca Amplifon' with Amplifon's LATAM operations generating over $430 million in regional revenue in 2022.

The company's core offering centers on digital hearing aids distributed from Phonak and Signia, available across multiple form factors (invisible/ITE, RIC, BTE) with features including Bluetooth connectivity and rechargeable batteries, complemented by proprietary service protocols such as the Audical 360 hearing test and the Cuidado Ilimitado (Unlimited Care) after-sales program. Supporting products include hearing aid accessories (batteries, cleaning kits), custom ear protectors (sleep and swimming plugs), and pediatric audiology services for children and infants. The portfolio spans entry-level Signia Intuis models through premium Phonak Virto P90 invisible devices.

Revenue is generated primarily through one-time hearing aid sales, supplemented by professional audiology services (free hearing tests, consultations), accessories/consumables, and recurring after-sales maintenance and adjustments. The go-to-market is sales-led, executed through physical retail centers with appointments booked via phone (1 88 99), website, or walk-in, with financing options and age-based promotions such as 'Tu edad es tu descuento.' Customer segments include elderly individuals with presbycusis as the primary base, pediatric patients requiring specialized fittings, and a secondary corporate/institutional channel via 'convenios' agreements. The company employs between 63 and 130 staff members (sources differ) across retail, clinical, and customer service functions.

Name

Audical

Legal name

AUDICAL

Website

https://audical.com.uy

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Audical is a Montevideo-based hearing care provider operating 20+ retail centers across Uruguay, offering Phonak and Signia digital hearing aids, free audiometric testing, and ongoing audiology services as a wholly-owned subsidiary of global hearing solutions leader Amplifon.

Ownership category

akta.pro rank

Product category

Hearing Care Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Surgical & Medical Instruments & Apparatus (3841)

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)

Headquarters

HQ city

Montevideo

HQ country

Uruguay

HQ region

Latin America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Hearing Aids Sales: Sale of hearing aid devices including various types (invisible/ITE, RIC, BTE), brands (Phonak, Signia), and technology levels. Revenue generated from product sales with financing options available.
2. Professional Audiology Services: Free hearing tests, audiometric evaluations, hearing aid fitting and adjustment services. Ongoing consultations and follow-up appointments.
3. Accessories and Consumables: Sale of hearing aid accessories including batteries, cleaning products, replacement parts, amplified phones, alarm clocks, and security systems.
4. After-Sales Services: Hearing aid maintenance, repairs, cleaning, adjustments, and updates under warranty and post-warranty periods.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Audical sells digital hearing aids (invisible/ITE, RIC, BTE, rechargeable and Bluetooth-enabled models) from brands such as Phonak and Signia, and provides professional audiology services including free hearing tests, hearing aid fitting, free trials, and unlimited after-sales maintenance. Sales and service are delivered through 20+ physical hearing centers staffed by qualified audiologists across Uruguay, supported by phone and online appointment booking.

Product overview

Audical offers a comprehensive hearing solutions portfolio centered on digital hearing aids from Phonak and Signia brands, available in multiple form factors (Invisible/ITE, RIC, BTE, RITE) with features including Bluetooth connectivity, rechargeability, and accessibility options. The product range includes entry-level affordable models (Signia Intuis series), mid-range connectivity-focused devices (Phonak Audeo P-series, Signia Pure AX), and premium invisible options (Phonak Virto CIC). Beyond hearing aids, Audical provides hearing tests (Audical 360), free hearing aid trials, after-sales adjustment and maintenance services, accessories (cleaning kits, batteries), and ear protectors (sleep/swimming plugs). The company operates 20+ hearing centers across Uruguay and is a brand of the global Amplifon group.

Differentiator

Problem solved

Functional benefit

Brands

• Ampli-care: An innovative customer-centric hearing care concept introduced by Audical in Uruguay in 2024, featuring open-plan spaces where professionals sit alongside clients with no barriers, using cutting-edge technology for personalized hearing solutions. The first Ampli-care center opened at Montevideo Open Mall.

Products and services

• Digital Hearing Aids (Audífonos) Sale of digital hearing aids in multiple form factors (Invisible/ITE, Receiver-in-Canal (RIC), Behind-the-Ear (BTE), and RITE styles), featuring Bluetooth connectivity, rechargeability, and accessibility options, sourced from Phonak and Signia and professionally fitted in Audical centers.
• Phonak Virto P90-10NW (Invisible CIC) Premium invisible CIC (Completely-in-Canal) hearing aid offering discreet hearing assistance for users prioritizing aesthetics.
• Phonak Audeo P90 (Bluetooth RIC) Mid-range Receiver-in-Canal (RIC) hearing aid with Bluetooth capability for wireless connectivity to phones and other devices.
• Signia Pure 312 AX (Bluetooth BTE) Behind-the-Ear (BTE) hearing aid with Bluetooth connectivity for wireless device streaming.
• Phonak Audeo L90 R (Rechargeable RIC) Rechargeable Receiver-in-Canal (RIC) hearing aid offering convenience without traditional disposable batteries.
• Signia Intuis 4.1 M R (Affordable BTE) Entry-level affordable Behind-the-Ear (BTE) hearing aid designed for reliable daily hearing assistance.
• Audical 360 Hearing Test Complimentary hearing evaluation service using the proprietary Audical 360 testing protocol to assess hearing loss and recommend personalized solutions, available across all Audical centers.
• Free Hearing Aid Trial Complimentary trial program that lets prospective customers test hearing aids before committing to a purchase.
• After-Sales Service (Cuidado Ilimitado) Ongoing post-purchase support including hearing aid adjustments, routine check-ups, maintenance, and updates under the Cuidado Ilimitado Audical program.
• Hearing Aid Accessories Supporting consumables and products including cleaning kits, batteries, and maintenance supplies for hearing aid care.
• Ear Protectors (Sleep and Swimming Plugs) Custom ear protection devices including sleep plugs for rest and swimming plugs for water protection.
• Ampli-care Center Experience Customer-centric hearing care service concept featuring open-plan spaces where audiologists sit alongside clients with no physical barriers, simulated hearing environments for testing, and personalized solutions using cutting-edge technology.

Quantifiable outcome

• Free hearing tests available at all centers
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor, core and flagship.

• Montevideo Open MallminorChannel Partner/ Reseller/ Distributor · 18 April 2024The first Ampli-care center was inaugurated at Montevideo Open Mall on April 18, 2024, representing a retail partnership for hosting the innovative hearing care concept.
• Carlos López Rossello (Founder)coreStrategic or Co-development Partner · 1 January 2024Carlos López Rossello, founder of Audical, continues to be involved with the company after the Amplifon acquisition. He accompanied the Amplifon LATAM General Manager at the Ampli-care inauguration, highlighting the strategic alignment and shared values of the partnership.
• AmplifonflagshipStrategic or Co-development Partner · 1 January 2019Amplifon, the global leader in hearing solutions, acquired Grupo Audical in 2019, making Audical a brand of Amplifon. This acquisition brought global technology, best practices, and the Ampli-care innovative service concept to Uruguay. Amplifon operates in 26 countries with over 9,500 points of sale and generated over $430 million in revenues in Latin America in 2022. Enrico Vita, Amplifon CEO, emphasized shared leadership values and customer orientation.
• Alfonso Mostajo (Amplifon LATAM General Manager)coreStrategic or Co-development PartnerAlfonso Mostajo, General Manager of Amplifon for Latin America, leads the expansion strategy in Uruguay and has been instrumental in introducing the Ampli-care concept and overseeing the rebranding of Audical to align with Amplifon's international standards while maintaining its Uruguayan essence.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Demant: Danish hearing healthcare group encompassing Oticon, Bernafon, and retail brands including Audika. Operates retail audiology clinics with the same hearing aid distribution and after-sales care model as Audical.
• WS Audiology (Widex / Signia): Hearing healthcare group owning Signia and Widex brands retailed by Audical. WSA also runs retail chains and offers the same product categories (ITE, RIC, BTE, rechargeable, Bluetooth) sold by Audical.
• Starkey: US-based hearing aid manufacturer that also operates retail audiology channels, offering the same hearing aid categories and fitting/after-sales services that Audical delivers through its Uruguayan centers.
• Sonova: Swiss hearing healthcare group that owns Phonak — Audical's principal hearing aid brand. Sonova also operates retail audiology brands (e.g., Connect Hearing) with comparable clinic-based fitting and service offerings.
• Amplifon: Global hearing care leader and Audical's parent company. Operates 9,500+ points of sale across 26 countries with the same retail audiology + hearing aid distribution model; comparable in every dimension but at vastly larger scale.

Direct peers

• Miracle-Ear: Large North American hearing aid retail chain offering free hearing tests, device fittings, and after-sales service — directly comparable GTM to Audical, though at much larger scale.
• GAES (Amplifon): Spanish hearing care retail chain acquired by Amplifon, operating the same clinic-based audiology and hearing aid distribution model as Audical in Iberia and Latin America. Closest operational peer.
• Beltone: Hearing aid retailer with owned-center network delivering testing, fitting, and lifetime care — same clinic-led, service-driven model as Audical, owned by GN Hearing.

Emerging players

• Eargo: Direct-to-consumer hearing aid brand focused on virtually invisible, app-fitted OTC devices. Represents the channel disruption that could erode Audical's lower-acuity customer base over time.
• Costco Hearing Aid Centers: Hearing aid dispensaries inside Costco warehouses offering discounted, professionally fitted hearing aids. Represents the value/disruption segment most likely to compete with Audical's entry-level Signia Intuis line.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AudicalUY
• LinkedInlinkedin.com/company/audicaluy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Audical