Q&A: Jabra Hearing President Steve Jacobs on the Truth About OTC Hearing Aids

As the over-the-counter hearing aid market becomes more crowded—and more confusing—Jabra Enhance is doubling down on prescription-grade technology paired with real audiological support.

In the following conversation with HearingTracker, Jabra Hearing President Steve Jacobs (pictured above) offers his perspectives on the evolving over-the-counter (OTC) hearing aid landscape. From the entry of tech giants like Apple to the importance of professional telecare, Jacobs sheds light on how Jabra’s hybrid model of premium devices and expert support is carving out a distinct niche in a fast-changing market.

HearingTracker: Do you think most consumers really understand the difference between some of the cheaper OTC devices and something like Jabra Select, which isn’t far off from a prescription hearing aid that is offered with more comprehensive initial service and long-term support via telecare?

Steve Jacobs: It’s very confusing out there for consumers. On the good side, OTC communicates that the hearing aids are more affordable and less of a hassle to buy. On the bad side, OTC often implies lesser quality and definitely lower level of service and support. Prescription devices are perceived to be almost the polar opposite: high quality, high level of service, expensive, and without the instant gratification of ordering somewhere like Amazon.

But in all our research, what consumers really want—what they are really looking for—is all the good stuff and none of the bad. They want prescription-quality hearing aids with licensed audiology care to help them get the most out of their investment, and they want it at a more affordable price.

That’s been our mission from Day 1. Our hearing aids are born as prescription aids, then slightly modified to be sold as OTC. And our Audiology team uses the same fitting software used in clinics to make adjustments. Customers can contact our team via a video call or send us a request from the app.

Sometimes the OTC label can blur those distinctions.

HT: The current OTC hearing aid market might be viewed as multi-tiered in price and value, with the tiers changing pretty quickly—particularly in the lower-priced arena. Now that we have Apple Airpods Pro 2 at around $250—which kind of sets the base price and performance level for that lower tier—how do you see the OTC market evolving?

Jacobs: I’m excited about Apple’s offering. Customers who start to treat their hearing loss with AirPods get a taste of what hearing better means to their quality of life. And they can do so without having to confront the stigma of the traditional hearing aid form factor. I can’t wait to see if the Apple brand can overcome the social awkwardness of talking to someone while they are wearing AirPods, since wearing AirPods can often imply that the person is not available for conversation and listening to music or a podcast.

That said, we still believe that our form factor is the most comfortable for all-day wear. Jabra Select RIC [receiver-in-canal] hearing aids are small and light; customers say they forget they’re wearing them. And all-day wear is so critical for the customer to enjoy and acclimate to the new sounds they’re hearing.

HT: Jabra Enhance also hangs its hat on strong customer service and telecare. That’s a hard thing to replicate and very expensive from the standpoint of a business model, giving you a distinct competitive advantage. But my question is, how many of your customers actually use your telecare services?

Jacobs: We’ve always believed that working with a hearing care professional, like a Doctor of Audiology, can yield the best outcomes and highest satisfaction levels. And we see that in our data. People who take advantage of our telehealth—and the overwhelming majority do—are much more likely to keep the device during our 100-day trial.

And it makes sense. For a customer, explaining the challenges they are facing is sometimes difficult to put into words. Our Audiology team knows how to translate what the customer reports into one or more of thousands of possible adjustments, which is then sent in real time to the hearing aid. With 3 years of included care, we make adjustments until the customer is happy with the results, even as their hearing changes over time.

HT: Repairs and ongoing service are big concerns for any hearing aid user. How does Jabra address that?

Jacobs: That’s a key area for us. People assume OTC means short warranties or no loss-and-damage coverage. We have a very generous warranty and advance replacement policy, and the reason is that once you get used to wearing hearing aids, living without them or living with them when they aren’t functioning their best is really hard.

The majority of our warranty requests are the result of moisture or wax buildup. Encouraging people to care for their hearing aids when we are not physically present is one of the remaining aspects of the in-clinic experience that we are regularly working on improving. But we’re absorbing that pain ourselves as a business through our customer-friendly warranty policy. It’s all about keeping people hearing without interruption.

HT: What kinds of changes have you implemented since taking over as president in the last year?

Jacobs: I’m really proud of the launch of the Jabra Enhance Select 500, which we introduced last May. The industry and consumer response has been exciting. Customers new and old see the value, and so we’re seeing tremendous growth in customers who upgrade from an older model to the 500.

HT: It sounds like Jabra's higher-end products are the most popular? Is that correct?

Jacobs: Yes, they are the most popular.  Customers want to hear their best, and our most advanced product helps them do just that.

HT: There has been some softness in the overall hearing market right now, with US prescription hearing aid sales declining in the mid single-digits. Are you seeing this?

Jacobs: Let’s just say I miss the excitement of our Black Friday sale! US-wide consumer confidence has declined for the fourth consecutive month in March, hitting its lowest level since January 2021. It has impacted all industries and is driven specifically by the 55+ population, so the downturn makes sense.

More than ever, customers want to know they are getting real value for their money, and we’re well-positioned with high-quality medical grade hearing aids with clinic quality audiology care at OTC pricing.

HT: I’ve always thought that OTC hearing aids would eventually become more integrated into professional care pathways. Do you see this happening?

Jacobs: I think the industry heard OTC was coming and concluded that OTC meant selling to the do-it-yourselfer. Given that a licensed professional is not required, some audiology clinics may not be familiar with what's available. Therefore, many audiologists may not realize that some OTC hearing aids, like ours, can actually be fully programmable.

On the flip side, there are clinics that have done their research on OTC hearing aids so they can educate their patients. They understand that there are people who just want to get a hearing aid, take a hearing test, and pop it in—and people are benefiting from that.

Will Value or Low Price Win Over the OTC Market?

As the OTC hearing aid market continues to evolve, Jabra Enhance is positioning itself at the intersection of consumer convenience and clinical-level support. While competition increases and new entrants reshape the price and performance landscape, Jacobs makes clear that Jabra’s focus remains on delivering consistent outcomes and long-term value.

For consumers navigating this emerging category, the message is clear: not all OTC hearing aids are the same—and understanding the differences can make a big difference.