Oura
Oura designs smart rings that track sleep, readiness, heart health, women's hormonal health, and stress for 5+ million paid members globally, monetizing through $399-$499 hardware plus a mandatory $5.99/month Oura Membership, with growing enterprise and clinical care channels.
- Company typePrivate
- Founded2015
- HeadquartersOulu, Finland
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Oura does
Oura designs and sells wearable smart rings that track sleep, readiness, activity, heart health, women's hormonal health, and stress metrics, selling primarily direct-to-consumer through ouraring.com and Amazon. The flagship Oura Ring 5 (launched June 2026, $399-$499) is built on a titanium form factor housing infrared PPG, skin temperature, and 3D accelerometer sensors with 12 signal pathways, an Ambic Apollo 3 Blue chipset, and 6-9 day battery life; it pairs with the Oura App and Oura Cloud, which surface AI-driven scores, Health Radar, Blood Pressure Signals, the Oura Advisor generative assistant, and integrations with Apple HealthKit, Google Health Connect, ResMed (sleep apnea), LillyDirect (GLP-1), Dexcom Stelo (CGM), and Counsel Health (physician access in 43 U.S. states).
Oura monetizes through two interlocking streams: one-time hardware sales (Oura Ring 4/5/4 Ceramic and accessories) and a mandatory Oura Membership subscription ($5.99/month or $69.99/year) that unlocks advanced software, supported by Affirm and Klarna financing and HSA/FSA eligibility in the U.S. A separate B2B / Oura for Organizations channel serves health insurers (Essence Healthcare, John Hancock), the U.S. Department of Defense (largest enterprise customer, with a U.S. Air Force Academy sole-source contract), and sports organizations (USTA/US Open, Team USA, US Soccer, NBA).
The Finnish parent Oura Health Oy (founded 2013 in Oulu) relocated its headquarters to San Francisco ahead of a confidential U.S. IPO filing in May 2026; the company closed a $900M Series E at an $11 billion valuation in October 2025 and reported approximately $1 billion in 2025 revenue with a ~$2 billion 2026 projection, supported by 5+ million paid members and 5.5+ million rings sold cumulatively across 100+ countries.
Oura firmographics
Firmographics- Name
- Oura
- Legal name
- Oura Health Oy
- Website
- https://ouraring.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Oura designs smart rings that track sleep, readiness, heart health, women's hormonal health, and stress for 5+ million paid members globally, monetizing through $399-$499 hardware plus a mandatory $5.99/month Oura Membership, with growing enterprise and clinical care channels.
- Ownership category
- akta.pro rank
Oura industry classification
Industry- Product category
- Consumer Wearables (Smart Health Rings)
- SIC
- Surgical & Medical Instruments & Apparatus (3841), Measuring & Controlling Devices, Nec (3829)
- akta.pro primary industry
- Smart Scales & Body Composition Analyzers (CRACAQAA)
- akta.pro secondary industry
- Wearables & Consumer IoT Integration Platforms (BYOD) (HLACAFAF)
Keywords
Where Oura is headquartered
LocationHeadquarters
- HQ city
- Oulu
- HQ country
- Finland
- HQ region
- Europe
Offices2 records
Markets served
Oura business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Smart Ring Hardware Sales: One-time hardware sales of Oura Ring 4 ($349-$499 standard/premium) and Oura Ring 5 ($399-$499) plus accessories (charging cases, ceramic polishing pads) via own storefront and authorized retailers. HSA/FSA eligible in the US.
- Oura Membership Subscription: Recurring monthly ($5.99) or annual ($69.99) subscription providing access to advanced health insights, AI Advisor, Health Radar, Blood Pressure Signals, GLP-1 Insights, and detailed metrics. Subscription is mandatory for full feature access. Fourfold revenue growth driven by subscription user base from 2.5M to 5M+ members in two years.
- Enterprise/B2B SaaS and Bulk Hardware: Enterprise contracts with health insurers, employers, health systems, sports organizations (USTA, Team USA, LA28 Olympics), and government (US Department of Defense) for bulk Oura Ring deployments and analytics platforms via Oura for Business.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Oura Ring 4 - standard smart ring (titanium) |
| Unit Pricing | One time/ perpetual license | Oura Ring 5 - flagship 5th generation ring |
| Unit Pricing | One time/ perpetual license | Oura Ring 4 Ceramic - premium ceramic finish |
| Subscription | Monthly | Oura Membership - required subscription for advanced features |
| Other | Monthly | Affirm financing - monthly payment plans |
| Other | Pay-as-you-go | Klarna financing - Buy Now Pay Later |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels9 records
Oura product offering
Product offeringCore offering
Oura designs, manufactures, and sells smart ring wearables (Oura Ring 4, Oura Ring 4 Ceramic, and the flagship Oura Ring 5) that continuously track 50+ health biometrics including sleep stages, heart rate variability, heart rate, respiratory rate, skin temperature, activity, and stress. The hardware pairs with the Oura App and requires an Oura Membership subscription ($5.99/month or $69.99/year) to unlock advanced AI-driven insights such as Health Radar, Blood Pressure Signals, Nighttime Breathing, GLP-1 Insights, Hormonal Birth Control and Menopause support, and the Oura Advisor generative AI assistant. An enterprise channel (Oura for Organizations) sells bulk ring deployments and analytics platforms to health insurers, employers, sports organizations, and government agencies.
Product overview
Oura is a health-tracking platform built around its smart-ring hardware portfolio — the flagship Oura Ring 5 and the Oura Ring 4 line (including the Oura Ring 4 Ceramic premium variant) — combined with required accessories such as the Oura Ring 5 Charging Case and Oura Ring 4 Charging Case. The hardware feeds the Oura App, where an Oura Membership subscription ($5.99/month or $69.99/year) unlocks a suite of feature modules including Sleep and Rest, Readiness, Activity and Movement, Heart Health (Blood Pressure Signals, Cardiovascular Age, Nighttime Breathing), Women's Health (Cycle Insights, Pregnancy Insights, Fertile Window, Hormonal Birth Control, Menopause Insights, and a proprietary women's-health AI model), Stress, Metabolic Health (GLP-1 Insights and Dexcom Stelo CGM integration), Symptom Radar, Health Radar, Live Activity Tracking, and the Oura Advisor generative-AI assistant. Layered on top are clinical-care integrations (ResMed sleep pathway, Counsel Health physician access, Twentyeight Health / Maven / Progyny for women's health, LillyDirect GLP-1), the Oura API developer platform (powering partner apps like Natural Cycles, Wild, Zero, and Cronometer, plus Apple HealthKit and Google Health Connect data flow), the Oura Research App for academic studies, the Health Panels diagnostic service, and Oura for Organizations for B2B/enterprise deployments.
Differentiator
Problem solved
Functional benefit
Brands
- Oura Ring 5: Fifth-generation flagship smart ring product line (launched May 2026).
- Oura Ring 4
- Oura Ring 4 Ceramic
- Oura Teams
- Oura Circles
Products and services
- Oura Ring 5 Fifth-generation smart ring and Oura's flagship wearable as of 2026, marketed as the world's smallest smart ring. 40% smaller than Ring 4 at 6.09mm wide and 2.28mm thick, weighs 2-2.69g, titanium body with scratch-resistant coating, IP68/100m waterproof, 12-signal-pathway optical sensors, and 6-9 day battery life. Tracks 50+ health metrics and unlocks Health Radar, Blood Pressure Signals, Nighttime Breathing, GLP-1 Insights, and Live Activity Tracking for individual consumers.
- Oura Ring 4 Fourth-generation smart ring featuring titanium exterior, Smart Sensing across multiple ring sizes, up to 8-day battery life, and tracking for 50+ health metrics. Available in metallic finishes for individual consumers.
- Oura Ring 4 Ceramic Premium variant of Oura Ring 4 crafted from high-performance zirconia ceramic for high scratch resistance, luster, and color. Ships with a complimentary Ceramic Polishing Pad for removing metal-transfer scuffs. Available in four colors as a premium tier offering for individual consumers.
- Oura Ring 5 Charging Case Portable charging case accessory for Oura Ring 5, sold separately from the ring itself at $99. Used to charge the ring on the go.
- Oura Ring 4 Charging Case Portable charging case accessory for Oura Ring 4, available for purchase from the Oura store to enable charging away from the standard charging dock.
- Oura Membership Required subscription tier at $5.99/month or $69.99/year (also available as a multi-year prepaid add-on at purchase) that unlocks Oura's full software suite: daily Readiness, Sleep, and Activity Scores, Health Radar, Symptom Radar, Cycle Insights, Pregnancy Insights, Fertile Window, Menopause Insights, Hormonal Birth Control, GLP-1 Insights, Blood Pressure Signals, Oura Advisor, and Health Panels. HSA/FSA eligible in the US; India pricing at ₹599/month.
- Oura App Companion mobile app for iOS and Android (plus a separate Oura Research App for studies) that ingests biometric data from the Oura Ring, displays health scores (Sleep, Readiness, Activity, Resilience, Stress, Cardiovascular Age, VO2 Max), runs AI features such as Oura Advisor and Symptom Radar, hosts in-app clinical integrations (ResMed, Counsel Health, Twentyeight Health), and supports integrations with Apple HealthKit and Google Health Connect.
- Oura API Public developer API providing high-accuracy bio-sensing data on sleep, readiness, activity, and reproductive health to third-party apps. Powers partner integrations such as Natural Cycles, Wild, Zero, and Cronometer, and enables Oura data to flow through Apple HealthKit and Google Health Connect.
- Oura for Organizations B2B program offering Oura Ring deployments to enterprises and organizations for employee and member wellness, with research/healthcare partners and large-scale rollouts (e.g., U.S. Air Force Academy, Essence Healthcare, the U.S. Department of Defense).
- Health Panels Diagnostic health panel service offered to Oura Members (ages 18-64) in the U.S. through the Oura App, eligible for HSA/FSA funds. Launched late 2025.
Quantifiable outcome
- 4x revenue growth over two years to ~$1B in 2025; projected ~$2B in 2026
- +7 more outcomes
Companies that use Oura
Customer profileNamed customers17 records
Ideal customer profiles3 records
Oura technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration21 records
AI capability9 records
Feature11 records
Oura partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core, flagship and minor.
- LillyDirect (Eli Lilly)coreCollaboration to support people using prescribed GLP-1 therapies for obesity or diabetes. LillyDirect customers receive a free Oura Ring sizing kit and access to wearable-based GLP-1 support tools that track sleep, activity, readiness, and stress metrics. Reflects broader trend of digital health and pharmaceutical companies building services around GLP-1 access, adherence, and lifestyle support.
- Harry Kane and Declan RiceflagshipLong-term endorsement deals with England footballers Harry Kane and Declan Rice to wear Oura rings during the 2026 World Cup for sleep and recovery tracking. Campaign featured high-footfall digital out-of-home placements at Piccadilly Circus, BOXPARK Wembley, and Canary Wharf, alongside primetime TV spots around major football moments.
- Counsel HealthflagshipPartnership to offer users access to physicians through the Oura Ring. Counsel Health's model combines AI and physician care to provide clinical oversight alongside Oura's wellness tracking data. Available across 43 U.S. states. Partnership underscores growing market opportunity to layer wellness devices with clinical health services.
- Cambridge CognitioncoreCollaboration to conduct an institutional review board-approved brain health study integrating cognitive assessments with wearable physiological data. Study will include up to 45,000 Oura members who will complete brief cognitive assessments through the Oura app while the Oura Ring continuously monitors sleep, activity, stress, and physiological measurements. Observational research program runs through 2026.
- ResMedflagshipPartnership to connect consumer wearable sleep data with clinical sleep care pathways, directing Oura Ring Gen3 and 4 users with breathing disturbances to ResMed's sleep health resources, assessments, and healthcare providers. Launched April 28, 2026 in the US. Targets undiagnosed sleep apnea cases (80% globally undiagnosed). ResMed is a leader in CPAP therapy for obstructive sleep apnea.
- Twentyeight HealthcorePartnership enabling Oura US members to connect with licensed clinicians through women's healthcare platform Twentyeight Health for same-day contraceptive counseling, prescriptions, and home delivery. Integrates with the new Hormonal Birth Control support feature launched May 6, 2026.
- Maven and ProgynycoreClinical care partnerships integrating women's hormonal health data into clinical workflows as part of Oura's broader women's health suite including Cycle Insights, Fertile Window, and Pregnancy Insights.
- United States Tennis Association (USTA) / US OpenflagshipFive-year "landmark" partnership making Oura the Official Sponsor and Wearable Fitness Device Partner of the USTA and the US Open - the first wearable partnership in USTA history. Every main draw player will receive an Oura Ring with on-site fitting. Oura has on-court signage, broadcast messaging, and naming rights to a wellness and recovery area in a new Player Performance Center opening in 2027.
- Essence HealthcorePartnership with Essence Health for AI-powered clinical advisors integrated with the Oura app for women's healthcare.
- Essence Health (twentyeight health platform)minorU.S. partnership enabling members to access virtual contraceptive care through connected clinicians as part of Hormonal Birth Control feature launch.
- Doublepoint TechnologiescoreOura acquired Finnish tech developer Doublepoint in March 2026 to incorporate biometric gesture controls into its wearable devices, enabling interaction through hand movements. Supports CEO Tom Hale's vision for a "cloud of wearables" where the ring serves as the foundation for a broader Personal Health OS, with voice and gestures as core interface inputs.
- Team USA / LA28 Olympic and Paralympic GamesflagshipOfficial wearables partnership providing rings to Team USA athletes for the LA28 Olympic and Paralympic Games, with Oura as the first official wearable fitness equipment partner.
- US Soccer Federation (USMNT/USWNT)flagshipOfficial wearables partnership with the US men's and women's national teams for the 2026 FIFA World Cup. Oura secured the partnership while competitor Whoop appears on players from Dutch, English, and Portuguese national teams.
- Essence HealthcarecoreMedicare Advantage insurer partnership to launch a clinical program using Oura Ring data to identify members at risk for obstructive sleep apnea. Patient breathing insights shared with consent and used alongside Lumeris' Tom platform to guide at-risk individuals through evidence-based STOP-BANG screening. About a third of Essence's members have opted in.
- U.S. Department of Defense / U.S. Air Force AcademyflagshipUS Department of Defense is Oura's largest enterprise customer. The U.S. Air Force Academy awarded a sole-source contract to Ouraring Inc. for 50 smart ring devices to measure cadet biometrics including blood oxygen, heart rate, and sleep quality. Air Force specifies Oura as the only manufacturer providing a specialized configuration without AI features to meet government cybersecurity mandates.
- DexcomcoreMay 2025 partnership integrating Dexcom's Stelo CGM glucose insights with Oura's sleep, activity, and recovery metrics using AI-generated summaries. Positions AI interpretation layers as the new competitive battleground in consumer health technology.
- John Hancock (Manulife)coreLife insurer partnership offering Oura as part of John Hancock's longevity incentives and partnerships for policyholders. Part of John Hancock's shift from transactional life insurance to longevity partnership model, generating $8.6 billion in annual insurance revenue as a Manulife subsidiary.
- ProxycorePlanned acquisition of digital ID startup Proxy for $165 million. Part of Oura's ecosystem strategy around keys, payments, digital ID, and AR smart glasses.
- Natural CyclescoreOura API powers the world's first digital birth control app, Natural Cycles. Accurate hormonal cycle phase determination using Oura's body temperature data. Listed as integration partner on Oura developer portal.
- Apple HealthKit and Google Health ConnectflagshipPlatform-level integrations enabling Oura sleep and workout data to sync with Apple HealthKit (iOS) and Health Connect by Android.
- AffirmminorFinancing partnership offering 3, 6, or 12 month monthly payment plans for Oura Ring purchases in the US. Soft credit check for instant financing decisions.
- KlarnaminorBuy Now Pay Later payment options for orders in UK, Germany, and US including Pay now, Pay later, and Pay over time.
- USA SurfingcoreBrand ambassador partnership with USA Surfing for their Olympic debut.
- NBA (National Basketball Association)coreOura Ring credited as one of the tools used by the NBA to assist in maintaining the good health of its players during the 2020 season.
Scale indicators11 records
Recent moves8 records
Expansion highlights6 records
Oura competitors and assessment
Company assessmentDirect peers
- Whoop: Subscription-based fitness and recovery wearable company offering a screen-free wrist strap with sleep, strain, and recovery analytics. Direct competitor in the continuous biometric subscription model and major rival for sports sponsorships (e.g., competing with Oura for national team deals).
- Ultrahuman: India-based smart ring maker (Ring Pro, Ring Air) competing directly with Oura in the smart ring form factor with continuous biometric tracking. Currently subject to Oura patent litigation in Texas, with a countersuit pending in Delhi.
- RingConn: Smart ring competitor offering sleep and activity tracking. Oura secured an ITC import ban on RingConn from the US market, but the company remains a direct form-factor competitor in other geographies.
Broad incumbents
- Fitbit (Google): Mass-market fitness wearables and smartwatches with health tracking features (sleep, heart rate, stress). Offers overlapping health-metric capabilities as part of a much broader device portfolio and is now backed by Google's data and distribution scale.
- Apple Watch: Dominant smartwatch platform with FDA-cleared health features including heart rate, ECG, blood oxygen, sleep, and temperature sensing. Competes with Oura for premium consumer health-tracking spend and benefits from Apple's ecosystem integration with HealthKit (which Oura integrates with).
- Garmin: Multiline wearables company with strong presence in sports, fitness, and outdoor tracking. Competes with Oura's athletic/performance positioning through advanced running, cycling, and multisport watches with sleep and recovery metrics.
- Samsung Galaxy Ring: Samsung's entry into the smart ring category leveraging its global smartphone distribution and ecosystem. Subject to ongoing Oura patent litigation at the ITC that has delayed the Galaxy Ring 2 successor.
Emerging players
- Circular: European smart ring startup offering health and sleep tracking. Banned from the US market via ITC action brought by Oura but remains a direct competitor in EMEA and other markets.
- Withings: Connected health device company offering smartwatches, sleep analyzers, and body-composition scales with a health-focused brand similar to Oura. Competes in the premium consumer health-tracking segment across multiple form factors.
Others
- ResMed: Clinical sleep health leader (CPAP, sleep apnea diagnostics). Both partner with Oura on the Nighttime Breathing care pathway and serve the same sleep apnea patient population through prescribed medical-grade therapy.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Oura social profiles
Digital presenceOura compliance and trust
Trust signalCompliance3 records
Oura financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oura leadership team
Management profileNumber of profiles
Profiles14 records
Oura funding detail
Funding detailFunding overview
Funding rounds12 records
Investors47 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oura M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Oura
What does Oura do?
Oura designs, manufactures, and sells smart ring wearables (Oura Ring 4, Oura Ring 4 Ceramic, and the flagship Oura Ring 5) that continuously track 50+ health biometrics including sleep stages, heart rate variability, heart rate, respiratory rate, skin temperature, activity, and stress. The hardware pairs with the Oura App and requires an Oura Membership subscription ($5.99/month or $69.99/year) to unlock advanced AI-driven insights such as Health Radar, Blood Pressure Signals, Nighttime Breathing, GLP-1 Insights, Hormonal Birth Control and Menopause support, and the Oura Advisor generative AI assistant. An enterprise channel (Oura for Organizations) sells bulk ring deployments and analytics platforms to health insurers, employers, sports organizations, and government agencies.
Is Oura a public or private company?
Oura is a private company. It is classified as venture growth investor backed and is currently operating.
When was Oura founded?
Oura was founded in 2015. It employs 1,001 to 5,000 people.
Where is Oura based?
Oura is headquartered in Oulu, Finland, in the Europe region.
How does Oura make money?
Three revenue lines are on record. Smart Ring Hardware Sales are the primary driver. The others are oura Membership Subscription and enterprise/B2B SaaS and Bulk Hardware.
Who are Oura's main competitors?
Direct peers on record are Whoop, Ultrahuman and RingConn. Broad incumbents are Fitbit (Google), Apple Watch, Garmin and Samsung Galaxy Ring. Emerging players are Circular and Withings. ResMed is listed as an others.
Does Oura have an API?
Yes. The Oura API is a public, REST-style developer API that allows third-party apps to access high-accuracy bio-sensing data including sleep biometrics (sleep score, duration, stages, awake time), readiness data (Readiness score, resting heart rate, heart rate variability), activity data (steps, calories burned, workout intensity), and reproductive health data (body temperature for hormonal cycle phases). It can be accessed through the Oura Cloud and is used to power integrations such as Natural Cycles, Wild, Zero, and Cronometer. Oura sleep and workout data can also be accessed via Apple HealthKit and Google Health Connect by Android. Developer documentation is at cloud.ouraring.com/v2/docs.
What industry is Oura in?
Oura's product category is Consumer Wearables (Smart Health Rings). Its primary akta.pro industry code is CRACAQAA, Smart Scales & Body Composition Analyzers, with a secondary code of HLACAFAF, Wearables & Consumer IoT Integration Platforms (BYOD). Its SIC code is 3841.