With more than 30 years in the hearing industry, David Yu has witnessed—and helped drive—major shifts in hearing technology and global access. As the founder of NewSound, Yu has built a company rooted in the belief that hearing care should be both high-quality and affordable. From early breakthroughs in direct-to-consumer hearing aids to today’s AI-powered innovations, his journey reflects a deep commitment to reshaping the industry.
HHTM’s Dr. Robert Traynor recently caught up with Yu to discuss what inspired him to launch NewSound, how the company is navigating the evolving OTC and AI landscapes, and his vision for a future where hearing devices do more than amplify sound—they enhance lives.
Part 1: Vision & Journey — From Industry Insights to Global Innovation
HHTM: David, you’ve been in the hearing industry for over three decades. What inspired you to start NewSound, and how has the journey been so far?
David Yu: My career began at ReSound as a production manager, where I witnessed firsthand how technological monopolies and high costs limited accessibility. In 2004, I founded NewSound with a mission: to democratize hearing health — making it affordable, not a luxury.
Our success stems from two pillars: leveraging China’s robust supply chain for cost-effective quality, and global R&D innovation. We pioneered Ready-to-Wear DTC hearing aids (MyFit), introduced direct-charging technology alongside Phonak and Siemens, and led wireless charging advancements.
Serving over 50 million users worldwide is my proudest achievement. The toughest challenge? Shattering the stereotype that “Made in China” equals low quality. We invest 10% of annual revenue in R&D — exemplified by our Remote-Fit technology, first launched in China.
Part 2: OTC Strategy — Democratizing Hearing Care
HHTM: NewSound has been a strong advocate for the OTC (Over-the-Counter) hearing aid market. What’s driving this focus, and how do you see OTC changing the industry?
David Yu: OTC is a game-changer, no doubt about it. For too long, hearing aids have been locked behind a wall of professional fittings and high costs. OTC breaks down those barriers, empowering people to take control of their hearing health. It’s especially important for those with mild to moderate hearing loss, who might not have sought help otherwise.
At NewSound, we’ve been preparing for this shift for years. We’ve updated our acoustic designs, software, and algorithms to meet the new OTC standards. But it’s not just about meeting regulations—it’s about creating devices that truly help people. With AI-driven personalization, we’re bridging the gap between OTC and traditional hearing aids, making sure users get the best possible experience.
Part 3: AI Revolution — From “Hearing” to “Understanding”
HHTM: Your latest AI-powered hearing aid, developed in collaboration with FEMTOSENSE, has been making waves. What makes this partnership and technology so special?
David Yu: FEMTOSENSE is an incredible partner, and their AI technology is truly groundbreaking. Traditional hearing aids rely on preset programs, which can be limiting. But FEMTOSENSE’s AI algorithms analyze soundscapes in real-time, distinguishing between speech and noise with incredible precision. It’s like giving the hearing aid a brain—it learns and adapts to the user’s preferences.
For example, in a noisy restaurant, our AI doesn’t just reduce background noise—it identifies the voices of the people you’re talking to and enhances them. It’s a whole new level of hearing experience. As Sam Fok, co-founder and CEO of FEMTOSENSE likes to say, “This is the evolution from hearing to understanding.” And I couldn’t agree more.
Part 4: Future Vision — Beyond Hearing Enhancement
HHTM: Looking ahead, what do you see as the biggest trends in the hearing industry, and how is NewSound preparing for them?
David Yu: The next five years are going to be exciting. First, we’ll see AI and medical hardware coming together in ways we’ve never seen before. Imagine a hearing aid that not only helps you hear but also monitors your cognitive health or alerts you to potential falls. We’re already working on these kinds of innovations.
Second, Hearing solutions shouldn’t live only in clinics. From retail stores to healthcare providers, community centers to online platforms — our solutions adapt to diverse lifestyles. Think hearing tech that merges into everyday wearables (like hearing glasses), OTC devices designed for self-guided ease, or durable models built for active environments. Whether it’s ultra-discreet designs for the style-conscious or voice-optimized systems for noisy workspaces, we’re meeting people where they live, work, and play.
Finally, collaboration will be key. The hearing industry can’t move forward in silos. We need partnerships between companies, researchers, and policymakers. That’s why NewSound is committed to investing 10% of our annual revenue into R&D and working with top partners like FEMTOSENSE to drive innovation.
Closing: 21 Years of Engineering Excellence — Open for Collaboration
HHTM: As a veteran manufacturer, what message would you share to potential partners?
David Yu: Our mission is “help people hear better”. Whether it’s a child hearing their teacher clearly for the first time, an elderly person reconnecting with their family, or a professional feeling confident in a meeting—those moments are what matter most.
From OEM/ODM services that transform concepts into certified, mass-produced solutions (FDA, CE, etc.), to holistic ecosystems integrating hardware, apps, and cloud-based fitting tools — our modular platforms let partners customize everything from telehealth features to regional language support, all under one roof.
To every innovator reading this: Let’s co-create the next chapter of hearing care. Reach out — we’ll handle the engineering, so you can focus on changing lives.
About
David Yu is the founder and CEO of NewSound, a global hearing technology company dedicated to making hearing care more accessible and affordable. With over 30 years of experience in the hearing industry, Yu has led innovation in direct-to-consumer hearing aids, AI-driven technology, and teleaudiology solutions. Under his leadership, NewSound has expanded its reach to more than 50 million users worldwide and continues to invest heavily in research and development.
Robert M. Traynor, Ed.D., is a hearing industry consultant, trainer, professor, conference speaker, practice manager and author. He has decades of experience teaching courses and training clinicians within the field of audiology with specific emphasis in hearing and tinnitus rehabilitation. He serves as Adjunct Faculty in Audiology at the University of Florida, University of Northern Colorado, University of Colorado and The University of Arkansas for Medical Sciences.
