TruHearing Hearing Aids: The Good, the Bad, and the Ugly

A Comprehensive Review and Prices

by Jeremy Hillpot

As a hearing aid company, TruHearing aims to alleviate some of the cost barriers that deter people with hearing loss from getting the treatment they need. However, TruHearing is not a hearing aid manufacturer. It’s a managed hearing benefit administrator that works with insurance companies, employers, and hearing aid manufacturers.

With an extensive range of discounted hearing aids and a nationwide network of licensed hearing care professionals, TruHearing offers an option for individuals seeking more affordable hearing care through a health plan or benefit program.

With prices often falling between $1,300 and $4,500+ per pair (depending on plan coverage and technology level), TruHearing positions itself as a lower-cost path than traditional retail pricing, frequently referencing savings versus “going it alone” and paying full retail. Still, considering the similarly priced hearing aid options available at Costco, as well as other managed care providers like United Healthcare’s hearing aid program, the question remains: How does TruHearing measure up to the competition?

In this article, we’ll take a close look at TruHearing to help you understand the following:

• The Background and History of TruHearing
• The Purchase Process at TruHearing
• TruHearing Pricing Options
• The Technology Features and Hearing Aid Brands Available at TruHearing
• What Do Customers Say About TruHearing?

Background and History of TruHearing

TruHearing was established in 2003 with the aim of addressing the issue of costly hearing aids. Over time, it underwent several mergers and acquisitions and is now part of WS Audiology, one of the world’s largest hearing aid companies.

WS Audiology includes several well-known brands and service providers in the hearing industry, such as:

• Rexton
• Signia
• Widex
• HearUSA
• audibene
• hear.com

TruHearing, operating under the umbrella of WS Audiology, aims to make major hearing aid brands more accessible to consumers at lower prices. To achieve this, the company works with many health plans and employer programs, and collaborates with local audiology clinics and hearing aid specialists who provide in-person care.

Has TruHearing solved the “expensive hearing aids” problem? Not entirely. But for people whose health plan includes TruHearing benefits, it can often reduce out-of-pocket costs compared to purchasing hearing aids at traditional retail pricing.

Acting as a mediator between consumers, healthcare providers, insurance companies, and hearing aid manufacturers, TruHearing introduces pricing controls that can help prevent excessive markups by clinics. This strategy can result in reduced prices that benefit consumers, insurance companies, and manufacturers.

Through partnerships with more than 100 health plan partners, TruHearing reports that millions of Americans have access to hearing benefits through its programs.

What’s changing in 2026: TruHearing + Hearing Care Solutions (HCS)

Beginning January 1, 2026, TruHearing and Hearing Care Solutions (HCS) will combine under the TruHearing brand. If your hearing benefit has historically been administered through HCS (or if your plan references HCS), you may start seeing more TruHearing branding and a more unified member experience over time.

For most members, the practical takeaway is that the program may feel more streamlined, while continuing to work through local in-network hearing professionals and participating health plans.

Hearing Aid Purchase Process with TruHearing

From the customer perspective, the process of getting your hearing aids from TruHearing is relatively straightforward and simple:

1. Schedule an appointment: Call TruHearing and schedule an appointment with a local, TruHearing-affiliated health care provider (either an audiologist or hearing aid specialist).
2. In-person examination: Receive an examination, diagnosis, and hearing aid prescription from the health provider. Aside from TruHearing-branded devices (private-label hearing aids offered through the program), other brands offered may include major manufacturers such as Widex, Oticon, ReSound, Signia, Starkey, or Phonak. (Exact availability varies by plan and can change over time.)
3. Order and pickup: The hearing healthcare provider orders the hearing aids through TruHearing after your test and consultation, and you pick them up several days later.
4. Finetuning and adjustments: The hearing healthcare provider finetunes your hearing aids as needed for your condition.
5. Insurance: TruHearing typically helps coordinate benefit verification and related paperwork, but the insurance benefit coverage will vary based on the individual’s plan.

One of the significant advantages of TruHearing lies in its relatively simple process. Consumers don’t have to seek out a provider themselves and the cost you incur is specifically determined by your insurance coverage.

Nonetheless, if your insurance plan includes coverage for out-of-network providers, it may be worthwhile to explore alternative options by reaching out to different audiologists and comparing their offerings to those provided by TruHearing.

TruHearing Hearing Aid Prices

If you plan to visit an audiologist or hearing aid specialist, working through TruHearing and its large nationwide provider network may save you money. However, your savings will depend on your insurance benefits and the level of hearing technology you prefer. TruHearing also promotes an “average savings per pair” figure on its consumer-facing website, but the details of coverage and savings can vary significantly by plan.

Using the average cost of hearing aids as a benchmark – $2,300 per hearing aid or $4,600 per pair – let’s see how TruHearing’s pricing plans measure up:

• TruHearing Choice (Lower-priced options): Under the TruHearing Choice plan, you can typically choose from multiple technology levels (often described as Standard, Advanced, and Premium), with pricing that may range from entry-level price points up to higher technology levels. At the time of this writing, examples of quoted pricing have ranged from about $695 to $2,250 per hearing aid depending on technology level, style, and plan design. TruHearing has historically described Choice pricing as offering meaningful savings versus full retail pricing.
• TruHearing Select (Plan-dependent pricing): The TruHearing Select plan is available through certain health insurance providers. TruHearing Select customers may pay a set copayment amount depending on their insurance plan. Under some Select designs, technology level options may be more limited (for example, Advanced and Premium). The Advanced level has been listed starting around $1,195 per hearing aid, and the Premium level has been listed starting around $1,495 per hearing aid, though exact pricing depends on the member’s plan.

What’s included with a TruHearing purchase?

Benefit details vary by health plan. However, TruHearing commonly promotes the following types of benefits with many prescription hearing aid purchases (confirm specifics with your plan and TruHearing representative):

• Risk-free 60-day trial period
• 1 year of follow-up visits (fitting, finetuning, questions)
• 80 free batteries per non-rechargeable hearing aid (where applicable)
• 3-year full manufacturer warranty (and in many programs, additional protection coverage that includes loss and damage)
• Battery purchase options may also be available (for example, TruHearing promotes $39 per 120 batteries with delivery)

Hearing Aid Brands and Technology Offered

The TruHearing product catalog includes hearing aids from well-known manufacturers. These are the same kinds of hearing aid brands you’ll find in traditional audiology clinics.

Hearing aid selections generally include multiple styles – from behind-the-ear (BTE) options to discreet in-the-ear styles, depending on your hearing loss needs and what your plan covers.

How TruHearing describes “technology levels”

TruHearing typically groups prescription hearing aids into tiered technology levels (often described as Standard, Advanced, and Premium). Some plans may also offer entry-level options. In general, as you move up the technology tiers, you’re paying for more automated sound processing, better performance in background noise, and additional convenience features like streaming and rechargeable options.

Below is a consumer-friendly way to think about these categories:

1. Entry/Basic options (when available)

These are typically the least expensive devices and are often best suited for people with mild to moderate hearing loss and a quieter lifestyle. They may have fewer automatic features and fewer listening programs, and may be less optimized for challenging background noise.

2. Standard level

Standard technology can work well for everyday listening at home and in simpler social settings. You can generally expect core features such as feedback control, basic noise reduction, and directional microphones (to help focus on speech in front of you).

3. Advanced level

Advanced technology is often designed for more active lifestyles and more frequent listening in noise (restaurants, family gatherings, group conversations). This tier generally includes stronger background-noise management and more automatic adjustments that adapt as your listening situation changes.

4. Premium level

Premium technology usually represents the most advanced sound processing available within a given product family. These models are often marketed for the most complex listening environments and may include the most sophisticated features for speech clarity, directionality, and automatic adjustments.

Recent hearing aid offering updates (2025-2026): what members should know

Hearing aid portfolios change frequently, especially in benefit programs. Over the past year, TruHearing has announced multiple additions across major manufacturers, along with updates to its private-label lineup.

These updates matter for members because they can expand choices for hearing loss type, preferred style, and connectivity.

Notable additions announced in 2025 (availability varies by plan):

• ReSound: ReSound Vivia (including microRIE rechargeable and CROS options), ReSound Savi (including Bluetooth LE Audio and Auracast Assistant on select models), and the super power BTE ReSound Enzo IA (rechargeable).
• Signia: Expanded IX offerings, including Pure C&G BCT IX and compatible Pure C&G BCT CROS IX, plus the addition of Motion C&G IX rechargeable BTE styles.
• Widex: Widex Allure rechargeable RIC (added in 2025).
• Oticon: Expanded availability including Oticon Intent, Oticon Jet PX, and custom styles such as Oticon Own SI.
• Starkey: Added Starkey Omega AI to TruHearing Choice offerings (with multiple styles including rechargeable RIC and custom options).
• Phonak: Added Audéo Infinio Sphere (select technology levels) and Virto R Infinio rechargeable custom options.
• TruHearing private-label: Updates to TruHearing-branded offerings continued through 2025, including newer generation options and expanded style selections (details depend on plan and release timing).

For members, the most practical next step is still to ask TruHearing to verify what’s currently available for their specific plan, along with exact out-of-pocket pricing.

TruHearing Choice and the Signia IX lineup (updated, including BCT IX)

TruHearing® Choice has made updates to its Signia offerings, including the Signia Integrated Xperience hearing aids with RealTime Conversation Enhancement.

In 2025, TruHearing also expanded the Signia IX lineup to include models built around broader connectivity options, including Pure C&G BCT IX (and the compatible Pure C&G BCT CROS IX), as well as additional IX family styles such as rechargeable BTE options (availability varies by plan).

This technology addresses challenges faced by hearing aid wearers by improving speech understanding in noisy group conversations, adapting to speakers’ movements, and preserving surrounding sounds for comfort. Signia IX devices are designed to support modern connectivity options (including Bluetooth® LE Audio in some models and configurations) and may offer features such as automatic soundscape processing, own-voice management, and app-based personalization.

The lineup may include various charger options, and Signia Assistant can provide app-based support for wearers, including troubleshooting and personalization options.

What about the TruHearing Brand of Hearing Aids?

As mentioned, TruHearing is not a manufacturer of hearing aids, but it does offer its own private-label devices. Similar to the Kirkland Signature brand offered at Costco, private-label hearing aids are typically positioned as a quality product at a lower price point.

TruHearing-branded hearing aids are offered in multiple styles and technology levels, and the lineup evolves over time. In more recent updates, TruHearing has introduced newer generation options and expanded style selections, including rechargeable receiver-in-canal (RIC) styles and custom in-the-ear designs (availability varies by plan).

For individuals with an active lifestyle or exposure to challenging environments, higher technology levels may offer stronger noise management, more automatic adjustments, and more robust connectivity options. These aids are customized by the provider based on the individual’s hearing loss profile.

TruHearing also promotes smartphone connectivity for many of its current private-label models, allowing streaming of phone calls and media, and in some cases, hands-free calling depending on the phone and model.

The TruHearing smartphone app offers additional controls, enabling easy adjustments of volume, directionality, and other settings.

In addition to the hearing aid controls, TruHearing promotes health insights within its app for certain compatible TruHearing-branded models. (Compatibility and available features can vary by hearing aid model and program.)

TruHearing OTC Hearing Aid Offering

After the FDA issued its final ruling in late 2022, OTC hearing aids became available to purchase for consumers in the U.S. with perceived mild to moderate hearing loss, without a prescription from a professional.

TruHearing explains OTC hearing aids as an option for some consumers, and it also emphasizes that prescription hearing aids typically involve in-person testing, professional fitting, and a different set of benefits through many health plans. Some plans may offer access to select OTC devices, but coverage, pricing, and eligibility can vary widely.

However, through the company’s website, TruHearing makes it clear that there are differences in the process and benefits received when purchasing prescription vs. OTC hearing aids through its programs.

	OTC Hearing Aids		Prescription Hearing Aids
✓	Budget-friendly options	✓	Budget-friendly options
✓	Self-programmed with app	✓	Professionally programmed
✓	Hearing assessment with app (varies by product)	✓	In-person exam
✓	Hearing aid app	✓	Hearing aid app
		✓	Accessories may be available (e.g., TV streaming options), depending on model and plan
	Warranty varies (often manufacturer warranty; plan coverage may differ)		Warranty varies (commonly multi-year manufacturer warranty; plan coverage may differ)
	Trial period varies		Trial period varies (commonly 60 days through many benefit programs)

If you’re considering OTC hearing aids through TruHearing, it’s best to call and confirm what (if anything) your plan offers for OTC devices, and how trial periods and warranties differ from prescription benefits.

Product Portfolio Updates for 2026 and Ongoing Updates

TruHearing has continued to update its product offerings over time, including additions and discontinuations. Throughout 2025 and heading into 2026, the company announced several notable additions (such as updates to ReSound and Starkey offerings) and some discontinuations in older product families.

More recently, TruHearing has also announced additional portfolio expansions across multiple manufacturers, along with refreshes to its private-label lineup. Because benefit catalogs can change, existing customers should note that warranties are typically honored even when older models are discontinued, but new purchases tend to shift to current-generation platforms.

A Note About the “True Hearing Select” Plan

In some cases, TruHearing may offer different technology level options depending on whether a member is in a Choice-type plan design versus Select-type plan design, but not all insurance plans offer the TruHearing Select option.

In general, higher technology levels may include features such as:

• Smartphone app compatibility (iPhone, iPad, and Android)
• Wireless streaming capability (varies by model and phone)
• Improved speech-in-noise performance features (varies by manufacturer/platform)
• More automatic sound processing to reduce manual adjustments
• Options for rechargeability on select styles and models

The complete catalog of TruHearing hearing aids (and benefit information) is available on their website. There are many styles, varieties, and brands to choose from, but your available options will depend on your specific plan.

What Do Customers Say About TruHearing?

With the chance of getting the same hearing aid at a slightly lower price point, it’s no surprise that customers are turning to TruHearing. But are customers happy with their hearing aids? And are they satisfied with the level of services they receive?

Reviews on the internet are mixed. Although TruHearing has maintained a positive rating on social platforms at times, consumer experiences can vary widely depending on the local provider they are matched with, and how clearly expectations are set regarding what follow-up services are included.

Example of a real, positive Facebook TruHearing review from:

“TruHearing person I spoke to on 9/6/2019 was very good in explaining how the Humana TruHearing Select works, he gave me information about several Hearing Consultants and scheduled by appointment with San Antonio Custom Hearing, on 9/18/2019. My ENT doctor had scheduled me to see Hearing Consultant located at her office on 9/11/2019. I kept that appointment. During that visit, Hearing Consultant called TruHearing to have Humana TruHearing benefits explained. She said the person she spoke with was extremely good at answering her questions. Got my TruHearing 19 RIC Advanced hearing aids on 9/23/2019 and am so happy to hear what I had been missing.”

This negative Facebook TruHearing review criticizes the level of medical care and service he received:

“I have had my Flyte 900 for about 3 months and I really like them but the hearing center they sent me to is not one I would recommend. I got no instructions on cleaning and am very frustrated that they want to charge me $120 to come in and get shown how to take care of them. I also want to know how to use them to listen to my smart tv but do not want to be just rushed through an appointment without getting to ask questions. I would like to find someone else for support with my hearing aids that I like but do not know how to use as I should.”

This negative 3-Star Yelp TruHearing review from Bernadette P. also criticizes the level of medical care received:

“Hearing Aids are very good. Strongly recommend anyone considering hearing aids first have their ears checked by an ENT doctor first prior to seeing the TruHearing audiologist. I saw an ENT after I got the hearing aids because my hearing in my right ear was so poor. The ENT found that my Right ear was plugged with wax diminishing my ability to hear. After removal, my hearing greatly improved to the point wearing the Hearing Aid made things too loud. I paid a co-pay to have the right aid adjust by the TruHearing audiologist, but sounds are still louder than I’d like. I really can hear well without the hearing aids but the money is spent, and trial period is closed. If I had the wax removed I would not have thought I needed hearing aids in the first place, even if I may have some hearing loss. So I wear them, as the $2K is spent, but wanted others to hear my suggestion to see an ENT first.”

This positive 5-Star Yelp TruHearing review from Tina M. was perfectly satisfied:

“I called TruHearing last year when I decided to look into getting new hearing aids. They gave me the name of an audiologist in my area (Cosmetic Hearing Solutions in Annandale, VA) and helped me get an appointment set up. Once I went to the audiologist, it was basically not a lot different from previous similar visits: she did a hearing test, we discussed options, she adjusted my existing hearing aids in the meantime, and ordered new ones. There was a slight mishap when the new hearing aids arrived: the wrong one had accidentally been ordered; I’m not sure who was at fault. However, they let me know as soon as they realized the mistake, and rushed the correct order (at no extra cost to me) as I was going on vacation soon and wanted to have them before I left. The cost to me was probably about $1000-2000 less than retail, and the hearing aids have worked fine. So I’m satisfied.”

Getting Hearing Aids Through TruHearing – Final Thoughts

TruHearing can lower out-of-pocket prices on major hearing aid brands for people whose insurance or employer benefit includes the program. However, it’s important to remember that TruHearing is part of a large global hearing aid company (WS Audiology), which some consumers may take issue with.

While many people report positive outcomes, some customer reviews have pointed to inconsistent experiences at the local clinic level—often involving expectations about what services are included, what follow-up care costs, and how much time is spent on counseling and troubleshooting. Some reviewers have also described frustration when they needed additional support beyond what their plan included.

If you’ve reviewed your TruHearing benefit and it’s the most affordable option through your insurer—or if you value the structured process and pricing—then TruHearing could be an excellent match for your needs. The best way to avoid surprises is to confirm, in advance, what your plan includes (exam, number of visits, trial period, warranty coverage, batteries, accessories) and what services might cost extra.

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About the author

Jeremy Hillpot is a freelance writer. Fascinated by emerging technologies in the medical, app development, and data analytics fields, Jeremy’s background representing investors and retirees in consumer fraud litigation offers a unique perspective on a wide range of topics. He writes about hearing aid technology, medical tech, agrotechnology, blockchain, big data analytics, cryptocurrencies, financial topics, and the law.