364 - Inside Fortell’s Push Into the Prescription Hearing Aid Market

Fortell is taking an unusual path for a hearing aid startup: entering the prescription hearing aid market with proprietary AI technology, its own clinics, and a care model built around audiologists.Shari Eberts speaks with Fortell co-founders Matt de Jonge and Cole Morris about the company’s approach to one of the most persistent challenges in hearing care—understanding speech in environments with multiple competing talkers.The conversation explores Fortell’s use of source separation and Spatial AI, including its Front Voices mode, which is designed to prioritize speakers in front of the wearer while reducing competing voices from other directions. De Jonge and Morris also discuss clinical studies evaluating speech intelligibility and listener preference in multi-talker noise, along with the limitations of the technology and why some of its more aggressive processing remains under manual control.The discussion also examines Fortell’s decision to enter the prescription market through company-operated clinics rather than the more typical manufacturer distribution model. The co-founders explain the role audiologists play in fitting and optimizing the technology, how the company approaches pricing and ongoing care, and the challenges of building and scaling a new hearing aid company in a market dominated by established manufacturers.Looking ahead, Fortell plans to expand its clinical footprint while continuing to develop its AI-based hearing technology. Since the conversation was recorded, the company has also introduced AI 2.0, a software update that Fortell says further improves speech-in-noise performance through expanded real-world training data and updated signal processing.Learn more about Fortell AI 2.0 update here:

• https://hearinghealthmatters.org/hearing-technologies/2026/fortell-ai-2-update-hearing-aids/

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