48 million Americans suffer from mild-to-moderate hearing loss. And only 14% of Americans with hearing loss currently own a hearing aid. As we move into a new era of over-the-counter (OTC) hearing aids, and telehealth-facilitated hearing care, startups like Lexie and Nuheara are looking to capitalize by offering more convenient, more affordable hearing solutions. And, established industry players are also looking to get in the game too, with GN (ReSound's parent company) bringing a new self-fitting Jabra hearing aid to consumers. In today's episode we talk De Wet Swanepoel, Scientific Advisor at Lexie Hearing, about selling telehealth-supported FDA-registered hearing aids over the internet. We also check in with Justin Miller, Co-Founder and CEO at Nuheara, about his company's IQBuds, which offer personalized hearing amplification for under $500. We also talk to Laura Baney from GN, about the currently delayed Jabra Enhance Plus, which is a self-fitting hearing aid that GN plans to distribute through audiologists. Consumers now have more options than ever when it comes to shopping for hearing aids. And navigating those options isn't easy. In the last part of the episode, we talk to Heather Malyuk and Danny Aronson, from Tuned, a new startup that promises to help consumers understand the options through direct telehealth counseling.

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