Are Custom Insoles a Scam? A Deep Dive into the Data and Alternatives

Hook: Paying for pain relief that doesn’t work? Here’s what actually helps

Foot pain is one of the most common everyday injuries for shoppers, athletes and office workers alike — and it’s also a category awash with glossy tech and pricey promises. If you've ever scanned your feet with an app, paid hundreds for a 3D-printed insole and still limped away skeptical, you're not alone. The Verge’s recent Groov critique labeled some of these DTC products as placebo tech. That generated headlines — but it didn’t answer the practical question most of you have: what does the evidence say, and what are affordable, effective alternatives?

The bottom line up front (inverted pyramid)

Short answer: Some prescription orthotics have strong, condition-specific evidence; many direct-to-consumer, 3D-scanned insoles do not. For most people with common foot pain (plantar fasciitis, general arch pain, mild overpronation), high-quality over-the-counter insoles and a targeted program of exercises and footwear changes deliver similar benefits at a fraction of the price. Reserve custom medical orthotics when conservative care fails, you have a clear structural problem, diabetes-related foot risk or a clinician’s recommendation.

Why the Groov critique matters in 2026

Victoria Song’s piece in The Verge — the Groov critique — landed at a moment when wellness startups are leaning into personalization. Groov and similar brands promise a lab-quality solution: scan your foot, print a unique insole, and feel better. But by early 2026, regulators and journalists are also asking tougher questions about actual clinical benefit versus user expectation.

“This is another example of placebo tech,” The Verge observed — a useful reminder that high-tech scanning and slick branding don’t automatically equal clinical value.

That critique sparked a broader conversation. Are we buying biomechanics or convincing narratives? The answer is: sometimes both. Understanding the research helps you separate legitimate medical orthotics from clever marketing.

What orthotics research actually shows in 2026

Clinical research and meta-analyses across the 2010s and into the 2020s converge on a few consistent findings. I’ll summarize the high-level evidence so you can apply it when buying foot care.

Where prescription (custom) orthotics have strong evidence

• Plantar fasciitis: Multiple randomized trials and systematic reviews show orthoses — both prefabricated and custom — reduce pain and improve function, especially when combined with stretching and load modification.
• Neuropathic/diabetic foot conditions: Custom offloading orthoses are standard care to prevent ulceration and manage high-pressure zones.
• Severe structural deformity: In cases like rigid pes cavus or marked leg-length discrepancy, individually fabricated orthoses can provide mechanical correction that over-the-counter options cannot.

Where evidence is mixed or shows no clear superiority

• Generalized arch pain and mild overpronation: Several high-quality studies show prefabricated insoles are often as effective as custom devices for pain relief.
• Chronic knee or back pain attributed to foot mechanics: Results vary widely; orthotics can help some people, but they are not a universal fix.

In short, the most robust research supports orthotic use for specific medical indications. For broad, everyday foot discomfort the marginal benefit of bespoke, expensive insoles over good-quality over-the-counter solutions is small.

Why the placebo effect tech critique still matters

Blinding is difficult in orthotics research. When a product is seen as personalized — 3D scans, engraved logos, packaging that looks clinical — the expectation of improvement rises. That expectation alone can change perception of pain. In 2025 a series of trials and reviews highlighted how placebo effect tech is increasingly used in wellness categories: personalization signals credibility, and that signal can be therapeutically powerful even without superior mechanics.

That doesn’t mean companies are lying. It means marketing and user experience can drive outcomes independent of material function. As a shopper, that’s important to know: you might feel better because you expect to feel better, and that’s a valid outcome — but it also affects value for money.

Price vs benefit: DTC custom insoles vs medical orthotics

Price is often the deciding factor. DTC companies sell custom-looking insoles for anywhere from £60 to £300. Podiatrist-prescribed orthotics typically range higher (from a few hundred pounds up to £500–£700 depending on materials, clinic and adjustments), but they come with clinical assessment, follow-ups, and often gait analysis by a trained clinician.

Ask yourself these value questions:

• Do you have a diagnosed structural foot condition or diabetes? If yes, a clinician-made orthotic is worth the investment.
• Have you tried high-quality over-the-counter insoles and conservative care for 6–12 weeks? If not, start there.
• Does the DTC product provide transparent evidence (peer-reviewed trials, randomized data)? If not, treat claims skeptically.

Evidence-backed, affordable foot pain alternatives

Before spending on custom insoles, try this hierarchy of care that balances effectiveness, cost and evidence.

1. Replace worn shoes and choose supportive footwear

Shoes are the first line of defence. For many, moving from worn trainers or flat fashion shoes into a stable, cushioned shoe with a firm heel counter and roomy toe box reduces pain substantially. Shoes wear out—replace running shoes every ~500–800 km and everyday shoes when midsoles collapse.

2. High-quality over-the-counter insoles

Over-the-counter insoles (prefabricated) are affordable (£15–£50) and, for many conditions, as effective as custom orthoses. How to choose one:

• Match the arch profile: low, medium or high arch. If you’re unsure, press the wet-foot test or get a shoe store fit.
• Check material density: firmer support for stability, softer foam for cushioning—choose by activity and pain type.
• Use a full-length insole in casual shoes and a trimmed insole (or ¾ length) for tighter footwear.
• Look for replaceable insoles with good return policies and 30–90 day trials.

3. Sports orthotics and semi-custom options

For runners or athletes, semi-custom sports orthotics (heat-moulded or 3/4-length with adjustable arch inserts) offer a middle ground. They provide targeted support, can be fitted in specialty stores, and typically cost less than prescription lab-made devices. Evidence from sports medicine in 2024–2025 showed these options reduce injury incidence in some subgroups when combined with training load management.

4. Targeted exercise and load management

Almost all foot pain benefits from a focused program: calf and plantar fascia stretching, intrinsic foot muscle strengthening, and eccentric loading when relevant. Physical therapy or a guided online program (telehealth) is cost-effective and supported by trials for plantar fasciitis and Achilles tendinopathy.

5. Night splints, taping and heel cups

For acute flare-ups, low-cost adjuncts help. Night splints for plantar fasciitis, taping for short-term relief or gel heel cups (for cushioning) are inexpensive, low-risk and often effective when used with exercise and footwear adjustments.

6. When to see a clinician for custom orthotics

See a podiatrist or physiotherapist if your pain persists after 6–12 weeks of conservative care, if you have visible structural deformity, neuropathy, recurrent ulcers (in diabetics), or if your sport demands maximal mechanical correction. A clinician will assess gait, joint range, footwear and may order imaging if needed.

How to evaluate a custom insole company (10-point checklist)

Use this short checklist when a brand promises to be “medical” or “custom”:

1. Clinical evidence: Do they cite peer-reviewed trials or blinded studies?
2. Who’s involved: Are podiatrists or orthotists part of the process?
3. Assessment depth: Is there a live clinical assessment or just an app scan?
4. Trial period: Do they offer a meaningful money-back trial (30–90 days)?
5. Adjustment policy: Can the insole be adjusted post-delivery?
6. Materials and lifespan: Are materials specified and are replacements available?
7. Transparency on limits: Do they state clear conditions they don’t treat?
8. Regulatory claims: Are health claims vetted by local regulators (MHRA in the UK / EU notified bodies)?
9. Customer outcomes: Do they publish long-term user data or satisfaction rates?
10. Cost vs clinic option: Would a clinician-made orthotic be better value given your condition?

Buying foot care: a practical 5-step plan

Follow this action plan to get evidence-backed relief without overspending.

1. Start with footwear: replace shoes that are older than a year if used daily.
2. Try a high-quality over-the-counter insole matched to your arch and activity for 6–8 weeks.
3. Begin a targeted exercise program (calf stretches, plantar fascia stretches, intrinsic foot strengthening).
4. If you’re an athlete, add semi-custom sports orthotics and review training load with a coach or physio.
5. If symptoms persist or you have red flags (numbness, diabetes, structural deformity), book a clinical assessment for prescription orthotics.

Case snapshots from practice (experience and outcomes)

Below are three anonymised, representative examples from clinical practice and consumer testing that illustrate how to choose.

• Case A — Weekend runner: Chronic plantar pain improved 70% after swapping worn trainers for a supportive shoe, adding a prefabricated orthotic and following a 12-week strengthening program. No custom orthotic needed.
• Case B — Diabetic patient: Custom prescription orthotic with offloading and follow-up reduced peak plantar pressures and eliminated recurrent callus formation—an outcome that prefabricated devices could not achieve safely.
• Case C — Tech-savvy shopper: Tried a 3D-scanned DTC insole, felt better due to expectations, but outcome was matched at lower cost by a semi-rigid prefabricated insole plus stretching.

2026 trends and what to expect next

Late 2025 and early 2026 have seen three important developments to watch:

• Regulatory scrutiny: Advertising regulators across the UK and EU are increasingly challenging unverified health claims from DTC wellness brands. Expect tighter rules around “medical” language.
• AI gait analysis: Advances in smartphone-based gait analytics and wearable sensors are improving screening accuracy — but not yet replacing clinical judgment.
• Hybrid clinical models: The best-value solutions in 2026 are often hybrid: app-driven scanning plus clinician review and an option to upgrade to lab-made orthoses when needed.

These trends mean shoppers will have more data and better tools — but the core principle remains: pair evidence with the right level of care for your condition.

Final takeaways: how to spend smart on foot care

• Don’t assume “custom” equals better: For many common foot aches, prefabricated insoles + exercise work as well as bespoke devices.
• Look for evidence, not just tech: Brands that publish trials, involve clinicians, and offer meaningful trials are more trustworthy.
• Follow the conservative-care ladder: Footwear → OTC insole → exercises → semi-custom sports orthotic → clinical orthotic.
• Watch for placebo signals: If a product makes you feel dramatically better overnight with no mechanical rationale, question the long-term value.

Call to action

If you’re shopping for insoles, start with our curated list of evidence-backed over-the-counter options and current discount codes to test first. Prefer a clinical route? Use our guide to find podiatry clinics offering assessment packages and compare prices before you book. Sign up for alerts to get the latest verified deals on orthotics, sports insoles and foot-care bundles — and save your feet without wasting money on placebo tech.

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