Oreille CA

Senior Audiologist Reviews Every Canadian Hearing Aid Option — From Subsidized Provincial Coverage to $5,000 Clinics — and Reveals What She'd Actually Recommend

By Carmen R, Health Editor

As told by Dr. Janet Morris

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Last updated Saturday May 2, 2026

My name is Dr. Janet Morris, I'm a retired clinical audiologist with over 30 years of experience fitting hearing aids in Canada.

And I've never been more frustrated with this industry.
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Every week I hear from people in their 60s, 70s, and 80s who are stuck in the same impossible situation.
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Provincial health programs will give them hearing aids subsidized — but the waiting list is over a year, and most provinces only cover a fraction of the cost.
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Private clinics will see them tomorrow, but they want $5,000 or more.
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And Amazon is full of cheap devices that promise the world for $49.
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Most people end up doing nothing.
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They turn the TV up.
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They ask people to repeat themselves.
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They stop going to places they used to love because they can't follow conversations anymore.
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After 30 years of watching this happen, I decided to do something about it.
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I bought all the different hearing aid options with my own money and tested them all.
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On real people. Over six months.
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Here's what I found.

Provincial Health Coverage Hearing Aids

They're heavily subsidized — sometimes free if you qualify. The technology is decent, provincial programs buy from the same manufacturers as the private clinics.
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But you'll wait 6 to 18 months to get them. When you do, you'll most likely get behind-the-ear aids.
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The big beige ones with a tube that hooks over your ear.
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They work. But the batteries die every four days.
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They whistle every time you pick up the phone. There's one volume setting for everything. And everyone can see them.
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I fitted these for years. I know how many end up in a drawer.
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About 2 in 5 people stop wearing them. Not because they're broken. Because living with them is exhausting.

Costco, HearingLife, and the Private Clinics

Average price at Costco Hearing Centre: $1,799. HearingLife: $4,200. Connect Hearing: $4,995.
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The technology is good. I'm not going to pretend it isn't.
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But after 30 years in this industry, I can tell you exactly what you're paying for.
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The hearing aid itself — the receiver, the chip, the microphone — costs about $110 to $140 CAD to manufacture. I've seen the supplier invoices. I know what these components actually cost.
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The rest of that $5,000?
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The retail location.
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The sales staff.
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The audiologist's commission — and yes, most private clinic audiologists earn a percentage of what they sell you. That's why they always recommend the premium range.
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The regional manager.
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The head office.
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The TV adverts.
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And nobody tells you about the ongoing costs.
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Batteries: about $60 a year for two aids.
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Replacement parts when something wears out: $55 to $95.
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When something breaks, one customer told me her private clinic charged $140 just to assess the problem.
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Repair on top: $480 to $700.
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Over ten years, you're looking at closer to $7,000.
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For technology that costs $140 to make.
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I spent my whole career watching pensioners choose between their heating bill and their hearing. It made me sick.

Amazon

This is where I get genuinely angry.
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What Amazon sells are not hearing aids. They're amplifiers. I need people to understand this because it's the single biggest reason people think cheap hearing aids don't work.
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An amplifier makes everything louder. Voices, traffic, the fridge, your own breathing — all at the same volume.
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It cannot separate speech from background noise. That's why voices stay muffled while everything else gets painfully loud.
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A real hearing aid has a digital processing chip that filters sound.
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It makes voices clearer and pushes background noise down. Completely different technology.
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That processing chip for hearing aids costs around $110 on its own.
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If you're buying a complete device for $49 on Amazon, that chip is not in there. What you're getting is a speaker and a battery in a plastic shell.
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In my testing, Amazon amplifiers were the worst option by far. Potentially dangerous. Risk of further hearing damage from unfiltered loud noise.
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If you've tried Amazon and given up, you weren't trying hearing aids. You were trying amplifiers.
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Please don't let that experience put you off.

Direct-to-Consumer: Lunova ($300)

This is the one that surprised me.
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When I first heard about Lunova, I assumed it was another Amazon-style amplifier with better marketing. $300 for a pair of hearing aids? It didn't seem possible.
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So I did what I'd do with any device. I opened them up. I looked at the components. I tested them on real patients alongside everything else.
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They use Knowles receivers. That's the same supplier Costco and HearingLife use.
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Same digital processing chips. Proper multi-channel sound filtering, not amplification.
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The technology is genuinely comparable to hearing aids costing ten times more.
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They're Health Canada certified as a medical device. Same certification standard as every hearing aid in a private clinic. Same inspections. Same registration process.
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Amazon amplifiers don't have this. Lunova does.
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I looked into the company.
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Founded by a man called David Taylor.
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His father was in his seventies, struggling with his hearing, couldn't afford the private clinics on his pension, wouldn't wait over a year for the provincial program.
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Taylor had worked in the hearing aid industry. He knew what the components actually cost.
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When the rules changed and direct-to-consumer hearing aids became more accessible in Canada, he set up Lunova. Warehouse in Ontario. Same components as the big brands. No retail location, no commission, no markup.
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I emailed the company with some technical questions. A woman called Diane replied within four hours. Specific, detailed, knowledgeable. Not a chatbot. Not a template.
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Returns: 45 days. Full refund. No cancellation fee. Guarantee: two years. If anything goes wrong, they replace it.
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Rechargeable. No batteries. No fumbling over the sink every four days.
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In my testing, most patients couldn't reliably tell the difference between Lunova and the hearing aids costing thousands.
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The feedback was the same, over and over: "Why didn't someone tell me about this sooner?"

What I hear from real people

Since publishing my findings, I've heard from thousands of people who've tried Lunova. The same things keep coming up:
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"TV volume went from 50 down to 8." — Robert, 78, Hamilton ON
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"I paid $4,500 at HearingLife two years ago. These are better." — Colin, 72, Calgary AB
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"Wore provincial aids for six years. Put them in a drawer after three days with these." — Roy, 74, Halifax NS
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"Wasted $400 on Amazon before my neighbour told me what I'd actually been buying." — Keith, 71, London ON

My recommendation

After 30 years fitting hearing aids, here's what I tell everyone who asks.
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If you can wait 6 to 18 months and you're happy with behind-the-ear aids, your provincial program is a perfectly good option. It's heavily subsidized and the technology is solid.
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If you want the best technology and money is no object, the private clinics will look after you. You'll pay for it, but you'll get good aftercare.
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But if you're like most people I've worked with — who can't justify thousands, can't wait over a year, and don't want to waste money on Amazon rubbish that whistles and screeches — try Lunova first.
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$300. Same core technology as private clinics.
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45-day trial at home. If they don't work, just send them back for a refund.
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I recommended them to my own father. 84 years old. Stubborn as they come.
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Wouldn't wear provincial aids. Wouldn't pay $3,500 at a clinic.
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Now wearing Lunova every day. "Should've done this years ago," he told me last week.

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IMPORTANT UPDATE

Since this article was published, Lunova has gained tremendous attention and interest.

The company has reached out to our editorial team to inform us that, for a limited time, they are offering our readers an exclusive 50% discount on Lunova.

Plus, every order comes with a 45-day risk-free trial at home, 1-year warranty and free insured shipping.

If you don't experience clearer hearing within 45 days, you can just return it.

Check availability

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Comments (6)

DerekP_Leeds

10 May, 2026

The bit about Amazon amplifiers is SO important. I wasted nearly $300 on three different pairs before reading this. Wish someone had explained the difference between amplifiers and actual hearing aids years ago. Would have saved me a lot of frustration.

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Margaret_S

3 May, 2026

My son sent me this article after I missed another phone call from my daughter. Just ordered Lunova with the discount. On a pension so $300 is a lot more manageable than the $4,200 HearingLife quoted me. Fingers crossed. Will update in a few weeks.

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SusanW

28 Apr, 2026

My husband has been on the provincial waiting list since September 2024. Still nothing. 16 months and counting. This article made me angry for all the right reasons. Sharing with everyone I know.

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BrianFromKent

23 Apr, 2026

2 weeks with Lunova now. Returned my $2,800 Costco aids for full refund. These work just as well. Already told 3 buddies at the Legion. Dr Morris is right about the markup. Should've found these sooner.

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PatH_Norwich

8 Apr, 2026

Bought my husband a pair for his birthday. He moaned about it for a week. Now he won't take them out. Men...

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RobertJames

1 Apr, 2026

TV volume went from 44 to 11. Wife can't believe it. Had NHS aids for years but these are smaller, no whistling, and rechargeable. Should've done this years ago instead of fumbling with batteries every Monday morning.