It was in May 2021 that Bose announced the SoundControl Hearing Aids, promoted as affordable, self-fitting hearing aids, accessible to millions of consumers experiencing mild to moderate hearing loss. With this announcement, Bose became the first company to ship a product under that concept, after receiving marketing authorization from the FDA for an over-the-counter (OTC) hearing assistance device in 2018, and receiving FDA clearance in May 2021.
The highly anticipated SoundControl announcement was in general considered vastly underwhelming in comparison with existing hearable concepts (and even rechargeable hearing aids, for that matter), while the projected retail price of $849.95 surprised even more. The SoundControl Hearing Aids never managed to kickstart the "over-the-counter revolution" and mainly direct online sales were available. According to specialized website HearingTracker, the Bose SoundControl hearing aids did not achieve the popularity the company expected after impressive clinical results for its self-fitting method, a view that Bose disputes. Bose stated then that it remained committed to "delivering critical technologies that help with hearing augmentation and noise cancellation," while it looked for a new strategy for its direct-to-consumer hearing aid business.
Now, the company finally updated its website and the SoundControl product page with a message confirming that Bose decided to partner with Lexie Hearing for the category and that its former product will now be available as the Lexie B1 Hearing Aids, available for purchase at the Lexie Hearing website. "While Bose is no longer manufacturing and selling SoundControl Hearing Aids, we are continuing to offer our complimentary technical support for those who have already purchased SoundControl Hearing Aids," the message states.
In a press release distributed simultaneously, Nick Smith, senior vice president of Bose strategy and business development, states: “We selected Lexie Hearing as our partner to continue to deliver our industry-redefining technology because of our shared mission to make hearing aids more accessible and affordable. Their understanding of the complex, regulated hearing aid market, and ability to reach more of the millions of people who suffer from hearing loss today was also critical to our decision."
Lexie Hearing, a business developed by hearX Group, is a direct-to-consumer hearing aid provider, promoting affordable products, built around a suite of digital solutions to detect, diagnose and treat hearing loss. Founded out of the University of Pretoria in South Africa, hearX started trading in 2016, initially focused on clinical digital audiometers, later branching out into software tools for audiologists and retailers, and eventually venturing in the direct-to-consumer and over-the-counter markets through Lexie Hearing. hearX’s footprint has grown to reach 191 countries and more than 1.5 million people, globally. Bose Ventures led an $8.3 million funding round for hearX, investing $3 million of its own capital at the end of 2019, which helps explain the new partnership announcement.
"This partnership with Bose represents an exciting evolution for Lexie Hearing and its commitment to making hearing healthcare accessible to everyone, everywhere," adds Nic Klopper, founder and CEO of Lexie Hearing and hearX Group. "The Lexie B1 Hearing Aids Powered by Bose are one of the most revolutionary devices of its kind, marrying convenience and customer service with Bose’s groundbreaking self-fitting technology and customization. By offering top-quality products like these, especially as the FDA prepares to permit the sale of over-the-counter hearing aids this year, we will give more people control of their hearing."
The Lexie B1 Hearing Aids Powered by Bose will cost $899 — a fraction of the price of most traditional hearing aids, but still much more expensive than premium true wireless earbuds with more advanced sound processing features.
www.lexiehearing.com
www.bose.com
