Many Australians don’t realise that the clinic fitting their hearing aids may be owned by a company that also makes hearing aids. Audika is part of Demant, the group behind Oticon and Bernafon. Connect Hearing is part of Sonova, which makes Phonak and Unitron. Bloom Hearing Specialists is part of WS Audiology, which makes Signia and Widex. This vertical integration, where the manufacturer also owns the clinic, can shape which products you’re offered, and it isn’t always explained during your appointment.
In nearly 20 years of practice, I’ve met plenty of people who weren’t sure why they were only shown one or two brands. This article sets out who owns what, so you can ask better questions and know whether a recommendation is driven by clinical need or by corporate structure.
The Ownership Map: Who Really Owns Australia’s Major Hearing Chains
The table below is based on the companies’ own websites and announcements at the time of writing. Ownership in this industry changes, so it’s worth checking before you rely on it.
| Clinic network | Owned by | Hearing aid brands made by the owner |
|---|---|---|
| Audika | Demant (Denmark) | Oticon, Bernafon, and Philips hearing aids through a partnership |
| Connect Hearing | Sonova (Switzerland) | Phonak, Unitron |
| Bloom Hearing Specialists | WS Audiology | Signia, Widex, Rexton |
| Amplifon and Bay Audio | Amplifon (Italy) | None: Amplifon is a hearing care retailer, not a manufacturer |
| Hearing Australia | Australian Government (statutory authority) | None: not a manufacturer |
Behind the shopfronts, a small number of companies make most of the hearing aids you’ll be offered: Sonova (Phonak, Unitron), Demant (Oticon, Bernafon), WS Audiology (Signia, Widex, Rexton), GN (ReSound, Beltone) and Starkey, a privately owned US company. Some retailers also sell own-label hearing aids made by one of these manufacturers. Amplifon completed its purchase of the Australian chain Bay Audio in 2021.
Why Ownership Matters: The Incentive Structure Behind Your Fitting
Vertical integration isn’t inherently unethical, but it creates a conflict of interest that’s difficult to navigate without transparency. When your clinician works for a company that also manufactures the devices they’re recommending, three things can happen:
First, the range you’re shown can narrow. A manufacturer-owned clinic may fit other brands, but the business has a commercial reason to favour its parent’s products. The audiologist may be excellent, but they’re working within a business that benefits when its own brands are chosen.
Second, comparisons can be narrower than they look. If the options you’re shown all come from one parent company, the comparison may leave out features available from other manufacturers.
Third, prices are harder to compare. When devices and services are bundled into one price, comparing quotes between clinics becomes difficult.
What This Means for Your Hearing Care
If you’re currently shopping for hearing aids, or trying to make sense of a recommendation you’ve already received, here’s what to do with this information:
Ask who owns the clinic. Not in an accusatory way: just matter-of-fact. “Is this clinic part of a larger group, and does that group have any affiliation with hearing aid manufacturers?” A clear, straightforward answer is a good sign.
Request a multi-brand comparison. Don’t accept “these two are the best on the market” without understanding why competitors were excluded. Ask specifically: “Are there brands you don’t fit here, and if so, why?” If the answer is about supplier agreements rather than your hearing, that tells you something.
Separate device cost from service cost. Bundled pricing makes it hard to know how much you’re paying for the devices and how much for ongoing care. Ask for an itemised quote.
Check what happens if you need a different brand later. If your hearing changes or the device doesn’t meet expectations after the trial period, can the clinic source an alternative from a different manufacturer? It’s worth asking before you commit.
The Independent Alternative: What It Actually Looks Like
Transparency matters, so here’s how it works here. The Audiology Place is an independent, family-run clinic with no ownership ties to any manufacturer. We fit all major hearing aid brands and choose based on your audiogram, your speech-in-noise results, your dexterity, your comfort with technology and your budget. We verify fittings with real-ear measurement (REM), a probe-tube test that measures sound in your actual ear canal, because it’s the most reliable way to confirm the hearing aids are meeting their prescribed targets.
This isn’t virtuous: it’s just structurally easier to be objective when your revenue doesn’t depend on moving a specific product.
How to Find an Independent Audiologist in Australia
Look for clinics that explicitly state independent, privately owned status on their website. Be cautious of terms like “locally operated” or “Australian-owned franchise,” which can still mean corporate chain affiliation.
Check whether the clinic names the brands it fits. Specific brand names are a better sign of genuine multi-brand access than a general claim.
Ask whether they use real-ear measurement as standard. If the answer is “only when needed,” it’s reasonable to ask why.
Independent Audiologists Australia (IAA) is an association of independently owned audiology practices. Not every independent clinic is a member, so absence from IAA doesn’t mean a clinic is chain-owned.
The Bottom Line
You’re entitled to know who profits from your hearing care, and whether the recommendation you receive is shaped by clinical evidence or corporate ownership. Vertical integration is legal, common, and not automatically poor care, but it’s a conflict of interest that should be disclosed up front, and it isn’t always explained unless you ask directly.
If you’re looking for an independent audiologist in Sydney, we’re in Epping and Forestville on the Northern Beaches. If you’re elsewhere in Australia, push for transparency and don’t settle for vague reassurances about “partnerships” or “preferred suppliers.”
