Growing up in central Wisconsin, Blake Cadwell learned at a young age that he had hereditary hearing loss.

For years, he got by with reading lips and asking people to repeat themselves. But when masks made lip-reading impossible during the pandemic, he got hearing aids for the first time at age 30.

The experience of navigating a confusing landscape of options inspired Cadwell to start Soundly Inc., an online hearing health platform that launched Monday. It aims to modernize the process of comparing and buying hearing aids with a site and user experience designed with the millennial and Gen-Z generations in mind.

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