New Zealand’s #1 Direct to Consumer Hearing Aids
600+ Five Star Reviews
New Zealand’s #1 Direct to Consumer Hearing Aids
600+ Five Star Reviews
By Don Hudson, CEO of PocketAid
Imagine if addressing hearing loss was as easy – and affordable – as buying a pair of earbuds online. That moment isn’t just coming. It’s already here.
As someone who has spent years working to challenge outdated health models, I believe we’re on the cusp of something transformational. Between Apple’s bold leap into hearing accessibility via its AirPods Pro 2 and the progress we’re making at PocketAid here in Australia, it’s clear the hearing industry is ripe for disruption – and it’s happening with the end user firmly in control.
For too long, the experience of getting a hearing aid has been defined by high costs, long waitlists, and the stigma that hearing loss only happens to the elderly. At PocketAid, we’ve taken a very different approach: one grounded in accessibility, affordability, and empathy.
Hearing loss affects 1 in 6 Australians. And yet, many people wait years, sometimes decades, to take action. Why? Because the traditional model simply isn’t working for them. I’ve spoken with countless people who felt overwhelmed by clinic appointments, confused by pricing structures, or embarrassed by the idea of wearing a hearing aid.
That’s why our team at PocketAid has been focused on one goal: make it easy for people to say “yes” to hearing support, without needing to walk into a clinic, navigate a sales pitch, or break the bank.
And now, with Apple entering the space, we’re seeing the broader market start to catch up. Their recent announcement that AirPods can double as over-the-counter hearing aids was more than a tech update – it was a cultural signal. One that told people, especially younger users, that hearing support could be stylish, digital, and stigma-free.
At PocketAid, we’re not trying to compete with Apple. In fact, I’d argue we’re solving different problems for different people.
AirPods are fantastic for a tech-savvy, younger market. People in their 30s and 40s are often already wearing them – for music, podcasts, or calls – so turning them into hearing aids feels seamless and natural. It’s a brilliant solution for those who are comfortable with a visible device and want control at their fingertips.
But what about those who don’t want their hearing support on display?
That’s where we come in. PocketAid is designed for people who want discretion and simplicity. Our customers – often in their 50s, 60s, and beyond – aren’t looking for gadgets. They just want something that works, quietly, effectively, and without drawing attention. We created PocketAid to be that solution.
Let’s be clear: I’m not anti-clinic. Audiologists do critical work, especially for people with complex hearing loss. But not everyone can stomach the cost of hearing aids, nor does everyone need a $6,000 to $12,000 device and a 90-minute consultation. Some people just need help hearing the TV again. Or talking to their grandkids. Or navigating a noisy café.
By making ready-to-use, clinically informed hearing aids available online for $429, we’re not replacing the system, we’re extending it. We’re offering an accessible starting point that many people never had before.
That’s real disruption. And it’s desperately needed.
What excites me most about this shift isn’t the tech. It’s the mindset.
For decades, hearing aids were symbols of decline. People hid them. Postponed them. Denied they needed them at all. But now, thanks to consumer-led innovation, that stigma is starting to break down.
AirPods have helped make hearing enhancement look normal – even aspirational. At the same time, discreet options like ours are giving people a chance to regain control of their hearing without making it a spectacle.
We’re not just solving a medical issue; we’re rewriting the social story around hearing loss.
This transformation mirrors what we’ve seen in other health categories. Glasses went from clinical to fashionable. Mental health tools moved from private offices to mobile apps. And now, hearing care is shifting from gatekeeper-controlled to user-led.
The takeaway? People want autonomy. They want dignity. And they want to make these decisions on their own terms.
That’s what we’re building at PocketAid.
If you’ve ever wondered what hearing support might sound like – or what a more affordable path might look like – we’ve made it easy to find out.
We developed a free online hearing aid simulator to help people experience the difference a ready-to-use device can make. It’s simple, accessible, and available right now. You can try it without stepping into a clinic or even picking up the phone.
I’m proud of what we’re building. I’m encouraged by Apple’s entry into the space. And most of all, I’m hopeful that together – through innovation, empathy, and a shared mission to remove barriers – we can make hearing support something that’s embraced, not avoided.
Because when we stop treating hearing loss like a hidden condition and start treating it like a solvable one, everyone benefits.
Don Hudson is the CEO and co-founder of PocketAid, an Australian health-tech company providing affordable, ready-to-use hearing aids online.