Why I built amplifyOMS.
In 2015 I was running twenty-two hearing care clinics across Texas. The OMS I was paying $2,700 a month for would not load on my phone. I built one that did. Ten years later my multi-location practice still runs on amplifyOMS daily, my work in hearing care touches over 400 clinics across the industry, and my calendar is always open to practice owners at dustypotter.com.
The twenty-two-clinic problem.
In 2015 I acquired Hearing Aid Express, which brought my operation to twenty-two hearing care clinics across Texas. Biweekly payroll was $125,000. The Sycle bill was $2,700 a month. I was driving across the state every week to manage the business, and what I needed from the software was simple. I needed to see, on a phone, where the day's sales and payments stood at each clinic. Not next week. Not after a download. On a phone, right now, while I'm in the truck between locations.
The Sycle dashboard would not load on a phone. Trying to read it at sixty miles per hour on I-20 felt like it could put me in a wall. The software I was paying that much for would not let me do the one thing I needed it to do.
I am not telling this story to disparage Sycle. Sycle has the largest installed base in audiology PMS for a reason, and the feature set has matured in specific areas over many years. Sycle was not built for the practice owner who needs to see twenty-two clinics from a phone. It was built for the era it was built in. The mismatch was structural, not personal.
What I built and why.
I did the math. With what I was already paying Sycle every month, I could build something that worked the way I needed it to work. I knew a developer named Shubhayan Mukherjee who ran a software portfolio that included audiology marketing through Audiology Live. We had worked together before. The original goal was straightforward. A cloud-based audiology Office Management System designed to actually be used on a phone. Sales, payments, and clinic-day performance at a glance. Something I could read at fifty miles per hour without losing the day.
I want to be honest about how the company actually started. I did not set out to build a software business. I set out to build the system I needed to run my own clinics. Shubhayan recognized the broader market opportunity that I was not initially pursuing. The personal solution became a commercial product because of him, not because of me. That is the truth of how amplifyOMS got here, and I think it matters.
The first version solved the phone problem. Then the next thing practice owners needed got added. Then the next thing. Ten years of that and you end up with a platform.
Business and finance first, because that was the pain.
I will tell you something most software vendors will not. amplifyOMS was built business-and-financial-first because that was my pain at twenty-two clinics. Sales reporting that loaded fast. Payment visibility on a phone. Multi-location aggregation across regions, clinics, and providers because I was running twenty-two of them and needed to see them all and each one. Clinical documentation depth came later, as audiology-centric users contributed expertise. That is the opposite trajectory from how most audiology PMS systems get built.
CounselEAR started clinical-first because Brian Urban is an audiologist who needed clinical documentation. Suno started AI-first because the founders are tech founders who saw AI as the lever to build a company around. Blueprint started as a PMS and bolted marketing on top of it. Sycle started as a PMS decades ago and partner-routes everything around it.
amplifyOMS started where my actual operating pain was, which was the business-and-financial side at twenty-two clinics, and grew outward from there. The clinical depth that audiologists ask for came in over time, contributed by audiologists who use the platform. The order matters. The order is what determines whether the financial reporting and the multi-location architecture are first-class operating realities or whether they are afterthoughts bolted onto a clinical-first product. On amplifyOMS they are first-class because that is where the platform started.
Who actually builds this.
This is not a one-person operation. Shubhayan Mukherjee has been my technical co-founder since 2016. He runs the AWS server stack and core engineering, and he employs Mile Stojanov as the primary developer. Shubhayan's background includes a Master's in Economics with concentration in Financial Economics and Econometrics from the University of Copenhagen, a Bachelor's in International Business Administration in Finance, and a software portfolio that has shipped custom builds across more than 8,000 websites in medical, audiology, dental, and real estate verticals. His firm has ERP implementation experience on Oracle and SAP and a history in technology across defense, government, healthcare, banking, finance, and real estate. He is not a hearing care person and never claimed to be. He brings the engineering depth that I do not have.
I employ Derek Naranjo as the client-side developer and Rob Kirkland as the customer service manager. The split is deliberate. Shubhayan owns infrastructure and core engineering. I own customer-facing development, data, and support. Neither side of the partnership depends on the other for full-stack capability, but the partnership has been continuous since founding, and the division of work reflects what each side does best.
The team is small by design and built for the slow compounding work of fitting the platform to how clinics actually run. We are not trying to be a unicorn. We are trying to build the audiology OMS that a practice owner can run a real practice on for ten years, which is what I have done with it.
Still running my own practice.
Today Wichita Falls Hearing, my own multi-location practice with locations in Wichita Falls, Vernon, and Graham, runs on amplifyOMS daily. Every Growth Engine Module that gets configured for a client practice was first configured for mine. Every reporting view, every workflow, every escalation path got pressure-tested against a payroll I actually have to make. When the product works better, my practice runs better. When it does not, I hear about it the same morning, because I am the practice owner running on it and my staff is talking to me. That feedback loop has shaped every release for ten years.
I still run demo walkthroughs personally. My calendar is always open to practice owners at dustypotter.com. The broader work I have done across hearing care, through my marketing agency and the rest of the stack, touches over 400 hearing care clinics across the industry today. The marketing agency, the lifecycle automation layer, the websites, the OMS. The platform that started as my personal solution is now part of a larger stack that serves practices at scales I never would have predicted when I was reading a dashboard at sixty miles per hour on I-20.
Here is where the credentials fit. I am a Board Certified Hearing Instrument Specialist (NBC-HIS). I am a past president of the Texas Hearing Aid Association. I have twenty-five years in hearing care. The clinics I have operated, the patients I have fitted, the staff I have hired and trained, the payroll I have made every two weeks for years, all of that lives inside amplifyOMS now, because the platform was shaped by all of it. That is the depth amplifyOMS was built on. That is the depth that does not show up on a feature list and cannot be retrofitted by a competitor that did not start there.
What this means if you're a practice owner.
Two kinds of audiology software companies exist in 2026. The first kind raised money, hired engineers, and built a product to sell to clinics. The second kind built software inside a clinic, by a practice owner, because that practice owner needed it to run his own practice. amplifyOMS is the second kind. The first kind has its merits. Some of those companies build well. Some ship fast. Some have built genuinely useful AI. The structural question for a practice owner is which kind you trust to run your practice for the next ten years.
Every decision about what amplifyOMS does and does not do gets filtered through whether it makes a real hearing care practice run better. That filter does not exist on a roadmap written by founders who have never made payroll at a hearing care clinic. It exists in my office because I am still making payroll, every two weeks, against twenty-five years in this industry and the work that has touched over 400 clinics across it.
That is what it means to build from inside the practice. That is what I built. That is what is on the other side of the demo.
See the system I use to run my own practice.
The next step is a thirty-minute walkthrough on the live production platform, the same platform I use to run Wichita Falls Hearing. I run the walkthrough personally, with our team. We start with what you are running today, what the structural pain is in your current workflow, and what your practice looks like once the data is complete and the workflow does the heavy lifting.
You will see the production system, not a sales tour. Same data model, same reporting, same workflows my own clinics use. Same Growth Engine architecture, configured during onboarding to fit your specific patient base, provider mix, device mix, and how your practice actually runs.
If amplifyOMS is not right for your practice, I will tell you. Practice owners have specific operating realities and amplifyOMS does not fit every one of them. The right OMS for your practice is the one that helps your practice. Sometimes that is amplifyOMS. Sometimes it is not. The demo lets you find out.