amplifyOMS vs Suno
Suno was built AI-first by tech founders in New York who saw audiology as a software market. amplifyOMS was built clinic-first by a board certified hearing instrument specialist running 22 hearing care clinics across Texas, who needed an operating system to run them and built one. Both have AI. Both run in the cloud. The difference is whose hands the system was shaped by, and whose problem it was designed to solve. Here's the honest comparison from one practice owner to another.
What Suno gets right.
Suno is modern audiology software. Built in New York in 2022 by Omar Kiyani, Krish Mohan, and Chen Sharon. Cloud-native. AI-first. They've shipped quickly and built real product. Credit where credit's due before we get to what matters more.
They built AI-first software.
That was the design choice. Three AI products are in production today: AI Scribes for SOAP notes, AI Report Summary, and AI Insights for conversational analytics. The AI works inside the clinical workflow the way they built it to work. amplifyOMS started somewhere different. The platform was built inside a multi-location hearing care practice, by a board certified hearing instrument specialist running 22 clinics, around the workflows that running hearing care clinics actually requires. AI got woven in where it makes the work better. Native AI Medical Scribe and Dictation for clinical documentation. AI Text-to-Speech for patient communications. A Personal AI Assistant built into the top of your screen. Plus the AI capabilities of one of the world's fastest-growing small business automation platforms flowing through the Growth Engine: AI handling patient text conversations, AI voice agents answering inbound calls and taking appointment requests for your team to book, AI drafting your emails and marketing content, AI automating your workflows, AI responding to reviews. Same AI horsepower. Different starting point. Suno built software and figured out how to wrap a clinic around it. amplifyOMS was built inside a clinic by someone who already knew what running 22 of them required. The question for a practice owner is which starting point you trust more.
They have native mobile apps.
Suno launched iOS and Android apps in 2023, right after they opened the doors. The apps handle scheduling, patient messaging, and platform sync. Useful, modern, real. amplifyOMS handles mobile in two layers because hearing care practices actually need it in two layers. The core platform runs in any browser on any device, so when a new audiologist or front-desk hire starts on Tuesday morning, they're working in amplifyOMS by lunch with nothing to install. For the patient communication side (phone calls, texts, emails) there's a separate native mobile companion app fully tied into the OMS. The two-layer architecture wasn't a tradeoff. It was the answer to what new staff onboarding and patient communication actually require, which is what you find out when you've actually hired staff at 22 locations.
They ship fast.
Suno releases new features at the pace of a young software company trying to make a name. They added Zoom telehealth in 2026. They were quick to support Noah ES. amplifyOMS ships fast too, with a different filter. What ships is what's already been pressure-tested in Dusty's own multi-location practice. Velocity matters less than whether what you're shipping reflects how the work actually happens. Both platforms support Noah ES. amplifyOMS includes it on Professional tier and above.
Suno is good at being audiology software. That's what they set out to be. amplifyOMS is what happens when a practice owner builds the system he needs to run his own practice. Those are two different things, and the difference shows up in the parts of the platform that matter most when you're actually running clinics.
Software for clinics versus the operating system of a clinic.
Two ways software ends up in a hearing care practice. The first is software a tech company built and then sold to clinics. The second is software a practice owner built inside his own multi-location practice, refined through 25 years of running hearing care clinics. Suno is the first kind. amplifyOMS is the second kind. The difference shows up in two specific places.
Their marketing is patient communication, not lifecycle automation.
Suno's marketing features cover two-way texting, appointment reminders, and review generation. Useful, and roughly comparable to Blueprint at the basic patient communication layer. Not lifecycle automation the way the Growth Engine inside amplifyOMS is. The Growth Engine has twelve Modules built into the platform, configured during your onboarding to fit your patient base, your provider mix, your device mix, and how your practice actually runs. Recapture. Post-fitting follow-up. Retention. Upgrade. Database activation. The list goes on. Suno treats marketing as a way to message patients. amplifyOMS treats lifecycle automation as the engine that brings patients back to the practice. The first is a feature. The second is infrastructure.
Their AI lives in the clinic room, not across the whole practice.
Suno's three AI products handle clinical documentation and analytics. amplifyOMS put AI everywhere the practice runs, because running a hearing care practice isn't just what happens in the exam room. AI in the clinical workflow, yes. Plus a Personal AI Assistant for whatever the owner needs help with day to day. Plus Growth Engine AI for patient communication, voice agents on inbound calls, content drafting, workflow automation, review responses. The clinical surface matters. So does the front desk. So does the marketing layer. So does the call that comes in at 4:47pm on a Thursday with a patient asking about an appointment time. amplifyOMS put AI everywhere because everywhere is where the work happens.
Who's really paying the bills at Suno.
There's one more thing worth understanding before any practice owner signs anything: who actually owns Suno, and what they need from the company over the next few years.
Who actually owns Suno. Suno is venture-backed. Their most recent funding round was led by an investment firm called Gray Line Partners, announced in November 2025. They've raised about $3.9 million in total across two rounds. Gray Line Partners is the kind of investor that puts money into fast-growing tech companies and expects to make several times their investment back, usually inside five to seven years. Suno needs to grow fast enough over the next two or three years to justify a bigger round of funding after that, which means more customers, more revenue per customer, and a story that excites the next round of investors.
What that means for you. When a software company needs to grow fast for its investors, that pressure has to come from somewhere. Usually it comes from their customers. Prices go up. Cancellation policies get tighter. Salespeople push harder on upsells. Customer service gets stretched thinner because hiring is expensive and growth metrics matter more than support response times. That's how the funding model works, in every software category. The aggressive marketing that includes direct attacks on older PMS systems isn't an accident either; it's part of how a venture-funded company is supposed to behave when it needs to grow fast.
The founder's own words. Omar Kiyani, Suno's CEO, describes the company on his public LinkedIn as operating at "the intersection of health-tech and fintech." That's how the founder positions where the company sits and where it's going. We'll let you read that quote and draw your own conclusions about what it might mean for the platform you're considering signing up for.
The real question for your practice. Practices signing on with Suno in 2026 are signing on with a company whose owners need a return on their investment. Suno may turn out to be a great vendor for your practice. It might also turn out to be a vendor whose priorities shift over time, away from what your practice needs and toward what its investors want the company to become. That's the question worth asking before you sign.
This isn't a hit piece. Suno's people are doing real work and the AI is genuinely useful. The question is who's calling the shots on what gets built and what doesn't, and what that means for your practice three years from now.
Why amplifyOMS is built differently.
Five real differences between amplifyOMS and Suno.
Built inside a clinic, by a practice owner, for the work running a clinic actually requires.
amplifyOMS wasn't built by software founders who learned about audiology after they raised money. It was built by Dusty Potter, a board certified hearing instrument specialist (NBC-HIS) and past president of the Texas Hearing Aid Association, who was running 22 hearing care clinics across Texas in 2016, needed an operating system to run them, and built one. He still runs his multi-location practice on amplifyOMS today. Every Growth Engine Module, every report, every workflow was shaped by what actually happens in a hearing care practice. The platform reflects 25 years of hearing care experience and the daily test of a practice owner who depends on it to run his own clinics. That's a different starting point than software-first, and it shows in every part of the platform that touches the way the work actually happens.
AI woven into the actual workflow, not built as the foundation.
amplifyOMS includes native AI across the platform: AI Medical Scribe inside the clinical workflow, AI Speech-to-Text Dictation on every text field, a Personal AI Assistant built into the top of your screen, AI Text-to-Speech for patient-facing content. Plus Growth Engine AI for patient communication, voice agents, content, workflows, and reviews. The AI wasn't the starting point. The work was. The AI lives in the platform where it makes the work better.
Lifecycle automation built into the platform, configured for your practice.
The Growth Engine has twelve Modules covering recapture, post-fitting follow-up, retention, upgrade, database activation, and more. Configured during your onboarding to fit your patient base, your provider mix, your device mix, and how your specific practice actually runs. Not a generic marketing add-on bolted on. Patient lifecycle infrastructure designed by a practice owner who needed it to run his own clinics.
Multi-location built into the foundation, not added later.
amplifyOMS was built for a practice owner running 22 clinics at once. The data model handles Region, Clinic, and Provider roll-up across the platform. Filters apply across the dashboard and the reporting layer. Multi-location was never a feature here; it was the original problem.
Independent, with no outside owners pulling strings.
amplifyOMS has no venture capital investors, no private equity owner, no payments-processor parent, no hearing aid manufacturer alliance. The product roadmap reflects what hearing care practices actually need, not what an investor needs to see at the next board meeting. When the product works better, Dusty's practice runs better. When it doesn't, he hears about it the same morning. That's a different feedback loop than "what does the next funding round require us to ship by Q3."
Feature comparison.
Side-by-side on the structural surfaces that matter for an OMS evaluation in 2026.
The practice owner's question for 2026.
Suno is credible modern audiology software. We won't pretend otherwise. The question for a practice owner is whether the foundation of the platform you're running your practice on was shaped by someone who knows the work. Suno was built AI-first by tech founders in New York. amplifyOMS was built clinic-first by a board certified hearing instrument specialist running 22 hearing care clinics across Texas. Both have AI. Both run in the cloud. The difference is whose hands the system was shaped by, and whose problem it was designed to solve. Dusty's work in hearing care touches over 400 clinics across the industry today. The next step is a demo where you see how amplifyOMS handles your specific practice (your patient base, your provider mix, your device mix, your locations) through workflows designed by a practice owner who's been running hearing care clinics for 25 years.
This comparison reflects publicly available information and feedback from practices switching to amplifyOMS, accurate to the best of our knowledge at the time of writing. Product details change often, so contact each vendor directly for the most current information. This comparison is provided as a courtesy.