SERINITI - Our story

Our Story

The origins : the observation of an ENT doctor

SERINITI is a French family company, founded in 2016 on an idea of our father, ENT doctor for more than 35 years in Seine Saint Denis (Ile de France, France). In the course of his work, he has never ceased to notice a massive rejection of hearing aids among his patients, despite their daily discomfort, conflicts with their families, a clear indication for hearing aids and a well-presented offer on the market. In contact with his patients, he tries to understand the reasons for this unanimous refusal. In France, three out of four people with presbycusis reject hearing aids. In the United States and Italy, only 20% of the population is fitted with a hearing aid, and this figure drops to 15% in Spain. Belgium and Germany are no better off. Psychological denial, rejection of a visible hearing aid, refusal of an expensive solution for "a simple inconvenience", lack of information on the risks of not wearing a hearing aid... These are some of the answers that have been highlighted by numerous surveys :

  • Cost : the cost of a hearing aid can be as high as 1 550€ on average per ear ;
  • Aesthetics : 80% of hearing aid sales are for BTE ; 
  • Rejection of a long and regulated care path ; 
  • Rejection of a hearing device considered too complex ;
  • Negative feedback from relatives who have been fitted with a hearing aid, not motivating them to "take the plunge" ;
  • Poor information on the real possibilities of a hearing aid ; 
  • Poor information about the risks of not wearing a hearing aid.

The desire to change things

While many studies have highlighted the risks of withdrawal and cognitive decline associated with the refusal of hearing aids, he is alarmed by this situation and aims to change things. In the early 2000s, as technology advanced and hearing aids became more miniaturized, he shared a simple idea with some of the hearing care professionals / audiologists he met : to design a hearing aid exclusively for presbycusis. Preconfigured on a typical curve, the device would :

  • Be discreet ;
  • Allow a good reduction of ambient noise, the main source of discomfort for the people concerned ;
  • Integrate a qualitative treatment of the sound signal ;
  • Be available without medical prescription, for a solution without delay ;
  • Be sold without additional follow-up services, for a fair price ;
  • Be simple and fun to use, so as not to dramatize this discomfort, which is common, and thus allow the user to be perfectly independent.

The idea will never be realized and, to his great regret, he will notice, in the following decade, that nothing will change, neither the proposed hearing aid offer on the market, nor the refusal of the people concerned to jump the step. In 2014, he brought up the idea with his children, Olivier and Géraldine.

From the idea... to the marketing of Orison

Between 2014 and 2015, we put together a team of 18 people, mostly ENT doctors and specialist engineers, joined by a state-qualified hearing aid specialist / audiologist. The objective was to discuss the technical feasibility of the project. Over a period of two years, we compiled nearly 150,000 audiometric curves recorded in various medical software programs, and synthesized 7 significantly different amplification programs, all designed to compensate for presbycusis. These different programs were then tested by some 2,000 people, aged 55 to 87, whose audiograms showed presbycusis hearing loss at various intensities (mild to moderate), up to a loss of 80dB on the high frequencies (limit of severe hearing loss). Following these tests, we kept only one program, which evolved 3 times during the following semester, before being finalized by our team : this is the birth of Orison. The first production, in small volume and with the objective of market testing, was carried out during July - August 2016.

September 2016 marks the beginning of the marketing of Orison, in France and in Europe.

Recognition and development

In 2017, SERINITI joined the French Tech ecosystem. The national distribution network expands to 30 partner opticians. Orison's success extends to Switzerland and Canada.

The following year, SERINITI is finalist of the Silver Night Trophy, in the category "Innovation Product R&D". The second version of Orison is marketed : thinner shell, amplification up to 33dB, increased automatic reduction of ambient noise. Orison's success extends from Europe to Mauritius, where we enjoy the privilege of working as close as possible to the needs, in collaboration with the Kestrel Medical Center.

In France, during 2019, SERINITI and the national brand l'Opticien qui Bouge are setting up a partnership based on the shared ambition of democratizing access to vision and hearing care. Deployed over the second half of the year, this partnership, which creates social links, makes it possible to be present in isolated regions, in contact with those who cannot always travel.

Since 2020, Orison has also been available nationwide in more than 70 outlets in the Distri Club Médical network (see the list of our sales outlets).

2021-2022 is a key date, marking the launch of our international website and the development of our product offering.

A word from our users

Thanks to the Lab Senioriales expertise days, SERINITI had the opportunity to meet 15 business experts and 17 senior experts representing our users, to present the Orison digital CIC hearing aid and to benefit from their appreciations. Evaluated on the presentation of the offer, its objective, the fluidity of the reasoning, the technicality of the vocabulary used and its good understanding by the people present, SERINITI came out on top ! Our approach was considered complete, logical, sufficiently technical to reassure without frightening, and attractive. More than anything, this friendly meeting in Toulouse, at the corner of the Quai des Savoirs, reinforced our conviction that we had fully realized our father's idea and that we could allow each person experiencing discomfort to benefit from a quality hearing solution, at a fair price.

"A simple, effective speech. The senior citizen is not stigmatized. He is seen as a young, autonomous, connected person, in tune with modernity and concerned with aesthetics."
The Senioriales Lab
The Senioriales

© Jean Jacques Gelbart for Le Lab Senioriales, presentation of the SERINITI company and its Orison CIC hearing aid. Toulouse, France, January 2019.

Archives

  • Interview France Antilles, October 2019

Faced with the low rate of hearing aids among the population, SERINITI spoke out in the France Antilles newspaper to alert people to the risks of not wearing hearing aids and the progressive isolation of individuals. Read the article

  • Interview 7.Dragons, July 2019

On a hot day in Paris, Geraldine met Philippe, entrepreneur, founder of the entrepreneurial blog 7.Dragons and start-up coach. Over coffee, they talked about their professional experiences, positive culture of failure and the development of SERINITI. Read the article

  • March 2019, Le Lab Senioriales, Toulouse (France)

One last word, before leaving the Quai des Savoirs.

  • April 2018, Salon des Seniors, Paris (France)

We were young, it stings a bit 🙂