Shoes with a wider toe box. Take your uncomfortable shoes to a reuse/charity drop off and never look back.
Every time I wore shoes that were too narrow my problems multiplied. Reworking the laces helped a bit but it was not enough and I had to switch brands.
But it’s more than wide boxes. For example I had some nice big New Balance and they were horrible. I think mainly because of the cushions. ASICS work best for me.
Merrell sells their insoles separately from the shoes, and a hell of a lot cheaper than the various aftermarket ones. I ditch the factory insoles first thing.
Constantly stretching the heel in two ways works well for me, both to cute it and prevent it in the future.
The first is hanging your heels off a step and letting them stretch down, both with straight legs and bent knees (one foot at a time).
The second is putting your heel as close to a wall as possible, with toes on the wall.
Both work better with sneakers on.