nura
nura
- Company typePrivate
- Founded2015
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What nura does
Nura Operations Pty Ltd is a Melbourne-based audio technology company founded in 2015 that developed a proprietary system for personalizing sound to an individual's unique hearing characteristics. Its core technology, Masimo Adaptive Acoustic Technology (AAT), measures otoacoustic emissions from the user's ear to construct a personalized hearing profile and then tunes audio output to match that profile in real time. The company originally sold consumer hardware under the Nura brand, most notably the NuraTrue wireless earbuds (priced at A$100) and a Bluetooth 5.3 Audio Transmitter launched for pre-order in late 2022, both of which have now been discontinued.
Following a strategic pivot, Nura has transitioned from a direct-to-consumer hardware model to a technology licensing and OEM embedded model. Under a strategic partnership with Denon, Nura's AAT personalization engine is embedded in the Denon PerL and Denon PerL Pro true wireless earbuds, which are sold globally through Denon's retail and e-commerce channels. The PerL Pro tier combines Nura's personalization with Qualcomm aptX lossless audio and Dirac Virtuo spatial audio. Nura retains a residual direct e-commerce presence at nurasound.com for legacy inventory and customer warranty support, while its forward revenue is materially dependent on royalties from the Denon OEM deployment. The company is led by CEO and Co-founder Luke Campbell, employs 11–50 people, and operates as a private Australian proprietary limited company.
nura firmographics
Firmographics- Name
- nura
- Legal name
- Nura Operations Pty Ltd
- Website
- https://nuraphone.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- nura
- Ownership category
- akta.pro rank
nura industry classification
Industry- Product category
- Personalized Audio Technology
- NAICS
- Audio and Video Equipment Manufacturing (334310)
- SIC
- Household Audio & Video Equipment (3651)
- akta.pro primary industry
- Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL)
Keywords
Where nura is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Markets served
nura business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- Technology Licensing: Nura licenses its proprietary Masimo Adaptive Acoustic Technology (AAT) to Denon for use in their PerL and PerL Pro wireless earbuds. This represents a shift from direct hardware sales to technology licensing revenue model following the discontinuation of Nura branded products.
- Legacy Hardware Sales: Previously sold Nura branded products including NuraTrue earbuds ($100) and Nura Bluetooth Audio Transmitter. The company has now discontinued selling Nura branded products but continues to support existing customers with warranty claims and support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | NuraTrue wireless earbuds |
| Unit Pricing | Pay-as-you-go | Nura Bluetooth Audio Transmitter |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels1 record
nura product offering
Product offeringCore offering
Nura develops and licenses Masimo Adaptive Acoustic Technology (AAT), a proprietary personalized sound profiling system that measures individual hearing characteristics and adapts audio output to each user. The company previously sold NuraTrue wireless earbuds and a Bluetooth Audio Transmitter under its own brand but has transitioned to a technology-licensing model, embedding AAT into Denon PerL and Denon PerL Pro wireless earbuds distributed by Denon globally.
Product overview
Nura was an audio technology company that developed personalized sound profiling technology. The original product portfolio included NuraTrue wireless earbuds and a Bluetooth 5.3 Audio Transmitter, both discontinued. Through a new partnership with Denon, Nura's Masimo Adaptive Acoustic Technology (AAT) for personalized sound profiling is now available in Denon PerL and Denon PerL Pro true wireless earbuds, representing the continuation of Nura's core technology under the Denon brand.
Differentiator
Problem solved
Functional benefit
Products and services
- NuraTrue Wireless earbuds that created personalized sound profiles using otoacoustic emissions measurement technology, tailoring audio output to each user's unique hearing characteristics. Targeted at individual consumers. Now discontinued as a Nura branded product but supported through warranty.
- Nura Bluetooth 5.3 Audio Transmitter Wireless audio transmitter that enables non-Bluetooth audio devices to connect to Nura headphones for a personalized sound experience. Targeted at existing Nura headphone owners. Offered free with pre-order; discontinued.
- Denon PerL True wireless earbuds sold by Denon featuring Nura's Masimo Adaptive Acoustic Technology (AAT) for personalized sound profiles, hand-tuned by Denon Sound Master for vivid and spacious sound quality. Distributed through Denon's global retail and e-commerce channels.
- Denon PerL Pro Premium true wireless earbuds sold by Denon featuring Nura's personalized sound profile technology, CD-quality sound via Qualcomm aptX lossless technology, and spatial audio from Dirac Virtuo. Distributed through Denon's global channels.
Quantifiable outcome
- Technology embedded in Denon PerL Pro products featuring CD-quality sound from Qualcomm aptX lossless technology and spatial audio from Dirac Virtuo
Companies that use nura
Customer profileSegments1 record
Ideal customer profiles2 records
nura technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
nura partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- DenoncoreNura has established a strategic partnership with Denon to embed its Masimo Adaptive Acoustic Technology (AAT) into Denon PerL and PerL Pro wireless earbuds. This partnership represents Nura's primary go-to-market strategy following the discontinuation of Nura branded products. Nura CEO Luke Campbell stated: 'With our new partnership, we aim to continue revolutionizing the music listening experience, taking personalization to new heights and delivering groundbreaking solutions that will transform the industry.' The Denon PerL products feature personalized sound profiles created via Nura's technology.
- Masimo CorporationcoreMasimo Adaptive Acoustic Technology (AAT) is the core proprietary technology powering Nura's personalized sound solutions. This technology is being licensed to Denon for use in their PerL product line. The technology creates personalized sound profiles by adapting audio output to each user's unique hearing characteristics.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
nura competitors and assessment
Company assessmentBroad incumbents
- Sonos: Established premium consumer audio brand offering headphones (Sonos Ace) and a multi-product ecosystem. Comparable as a premium-audio incumbent whose channel and brand scale dwarf niche personalized audio specialists.
- Sennheiser (Sonova consumer division): Premium consumer audio brand offering Momentum True Wireless earbuds with personalization features. Comparable as a broad audio incumbent and a credible alternative OEM for personalized sound technology.
- Bose: Global premium audio incumbent with QuietComfort Earbuds and a broad personalization/adjustable-EQ feature set. Comparable as a large-scale competitor with R&D capacity to ship adaptive sound features across SKUs.
- Sony: Mass-market audio incumbent with WF-1000XM series earbuds and 360 Reality Audio personalization. Comparable as a scale player that can ship its own personalization tech, representing competitive pressure on any AAT licensing pitch.
- Apple (AirPods / Beats): Dominant hearables platform with AirPods Pro's Personalized Spatial Audio and Adaptive Audio. Comparable as the volume benchmark and the most likely competitive ceiling for any personalized-AI audio stack.
- Jabra (GN Group): Established earbuds/headsets brand offering Jabra MySound personalization and Dolby Atmos features. Comparable as a consumer + enterprise audio incumbent pursuing the same personalized-sound value proposition.
Emerging players
- 1MORE: Mid-tier consumer audio brand with personalized-sound features (Sonarworks SoundID). Comparable as a value-tier player using licensed personalization technology — a realistic alternate OEM channel for Nura-style IP.
- Audiodo: Swedish personalization-audio B2B technology provider licensing personalized sound profiles to hearables brands. Closely comparable business model — small team licensing hearing-personalization tech to OEMs — and a direct competitor for the same OEM customers.
Direct peers
- Even (formerly Doppler Labs): Direct peer that built personalized/adaptive in-ear audio products using individual hearing profiles, with overlapping technology thesis (personalized sound via otoacoustic-style measurement) and similar consumer hardware + technology heritage.
- Denon: Both a commercial partner and a peer in the consumer audio category. Denon designs and distributes premium headphones and earbuds; the PerL line embeds Nura's AAT, making Denon the closest comparable brand-builder and channel partner.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
nura social profiles
Digital presencenura financial estimates
Financial estimateRevenue estimate
Valuation estimate
nura leadership team
Management profileNumber of profiles
Profiles4 records
nura funding detail
Funding detailFunding overview
Funding rounds6 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
nura M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about nura
What does nura do?
Nura develops and licenses Masimo Adaptive Acoustic Technology (AAT), a proprietary personalized sound profiling system that measures individual hearing characteristics and adapts audio output to each user. The company previously sold NuraTrue wireless earbuds and a Bluetooth Audio Transmitter under its own brand but has transitioned to a technology-licensing model, embedding AAT into Denon PerL and Denon PerL Pro wireless earbuds distributed by Denon globally.
Is nura a public or private company?
nura is a private company. It is classified as venture growth investor backed and is currently operating.
When was nura founded?
nura was founded in 2015. It employs 11 to 50 people.
Where is nura based?
nura is headquartered in Melbourne, Australia, in the Oceania region.
How does nura make money?
Two revenue lines are on record. Technology Licensing is the primary driver. The others are legacy Hardware Sales.
Who are nura's main competitors?
Broad incumbents on record are Sonos, Sennheiser (Sonova consumer division), Bose, Sony, Apple (AirPods / Beats) and Jabra (GN Group). Emerging players are 1MORE and Audiodo. Direct peers are Even (formerly Doppler Labs) and Denon.
Does nura have an API?
No public API is recorded for nura.
What industry is nura in?
nura's product category is Personalized Audio Technology. Its primary akta.pro industry code is CRACANAL, Hearing Enhancement / Assistive Listening Audio Devices. Its NAICS code is 334310 and its SIC code is 3651.