Oruba
Oruba is a Turkish private medtech company that sells the Oruflow device, a self-cleaning smart toilet that automates uroflowmetry testing for hospital urology departments, private clinics, and pediatric urology units across Europe.
- Company typePrivate
- Founded2019
- HeadquartersÇankaya
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Oruba does
Oruba is a Turkish-headquartered private healthcare technology company that designs and sells the Oruflow device, a self-cleaning smart-toilet system that automates uroflowmetry testing in clinical settings. The company targets hospital urology departments, private urology clinics, and pediatric urology units across Europe, with documented customers in Turkey, Austria, and Estonia and a claimed presence in "world's leading hospitals." It employs 1-10 staff and was founded in 2011 (firmographic data; one source cites 2019).
The Oruflow product replaces conventional funnel-and-cup uroflowmetry with an integrated hardware-and-software system featuring barcode-based patient registration, a 20-second automated cleaning cycle, WiFi connectivity, ISO-certified data handling, and native HL7/PACS integration with Hospital Information Systems (HIS/HBYS). Tests complete in under three minutes versus roughly seven minutes with traditional methods. The technology is protected by 9 patents and pending applications.
Oruba's revenue model is anchored on hardware sales of the Oruflow device at quote-based pricing with a multi-year contract structure (pricing not publicly disclosed), complemented by recurring software/data integration services tied to HIS synchronization. Distribution combines direct enterprise field sales — with a Cal.com scheduling funnel for product demos — and an international distributor program. The company markets through scientific publications, healthcare conferences, and organic social channels, and has received the European Commission Excellence Seal recognizing innovation in healthcare technology.
Oruba firmographics
Firmographics- Name
- Oruba
- Legal name
- Oruba
- Website
- https://oruba.com.tr
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Oruba is a Turkish private medtech company that sells the Oruflow device, a self-cleaning smart toilet that automates uroflowmetry testing for hospital urology departments, private clinics, and pediatric urology units across Europe.
- Ownership category
- akta.pro rank
Where Oruba is headquartered
LocationHeadquarters
- HQ city
- Çankaya
Offices1 record
Markets served
Oruba business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Oruflow Device Sales: Sale of the Oruflow hardware device - a smart toilet system for automated uroflowmetry testing. The device includes all-in-one design replacing traditional funnel and cup methods.
- Software/Data Integration Services: Ongoing data synchronization and integration services with HIS/HBYS systems, cloud connectivity, and potential software updates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based pricing for healthcare institutions |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Oruba product offering
Product offeringCore offering
Oruba designs and manufactures Oruflow, a self-cleaning smart toilet device that performs automated uroflowmetry testing for hospitals and urology clinics. The hardware captures and analyzes urinary flow data during routine bathroom use and integrates the results with hospital information systems, replacing traditional manual uroflowmetry procedures.
Product overview
Oruba offers a single unified product, Oruflow, which is a self-cleaning smart toilet for automated uroflowmetry testing. The device replaces traditional funnel-and-container uroflowmetry methods by providing a fully automated testing experience that completes in under 3 minutes with automatic result transmission to healthcare information systems via HL7/PACS integration.
Differentiator
Problem solved
Functional benefit
Brands
- Oruflow: Automated uroflowmetry device - self-cleaning smart toilet design that completes uroflowmetry tests in under 3 minutes and posts results directly to HIS systems.
Products and services
- Oruflow
Quantifiable outcome
- Test time reduced to < 3 minutes from traditional ~7 minutes
- +5 more outcomes
Companies that use Oruba
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles1 record
Oruba technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Oruba partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- HL7/PACS SystemscoreTechnical integration partnership enabling Oruflow results to be automatically posted to Hospital Information Systems (HIS/HBYS). The device supports HL7 and PACS standards for healthcare data interoperability.
- International DistributorscoreDistributor program for international market expansion, allowing regional partners to resell and distribute Oruflow devices in their territories.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Oruba competitors and assessment
Company assessmentDirect peers
- Laborie Medical Technologies: Laborie is a leading urology and urogynecology diagnostics company with a portfolio of uroflowmetry and urodynamic devices. It is the most directly comparable competitor to Oruba in automated urology diagnostics, serving the same hospital departments with similar solutions.
- Natus Medical: Natus Medical historically manufactured uroflowmetry and urodynamic devices through the legacy Dantec brand. It is a direct historical competitor in the same uroflowmetry category as Oruflow, serving urology clinics and hospitals.
Broad incumbents
- Medtronic: Medtronic is a global medical device leader with a urology and pelvic health division offering diagnostics and therapies. It overlaps with Oruba's hospital customer base and could enter the automated uroflowmetry space with scale advantages.
- Boston Scientific: Boston Scientific is a major medical device company serving urology with therapeutic and diagnostic products. It targets the same urology departments and could leverage scale to compete in automated uroflowmetry if it adds such a solution.
- CooperSurgical: CooperSurgical is a women's health and fertility medical device company that has expanded into urology and pelvic floor diagnostics. It serves overlapping clinician specialties and could compete in the automated uroflowmetry category.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Oruba social profiles
Digital presenceOruba financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oruba leadership team
Management profileNumber of profiles
Oruba funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oruba 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 Oruba
What does Oruba do?
Oruba designs and manufactures Oruflow, a self-cleaning smart toilet device that performs automated uroflowmetry testing for hospitals and urology clinics. The hardware captures and analyzes urinary flow data during routine bathroom use and integrates the results with hospital information systems, replacing traditional manual uroflowmetry procedures.
Is Oruba a public or private company?
Oruba is a private company. It is classified as unknown and is currently operating.
When was Oruba founded?
Oruba was founded in 2019. It employs 1 to 10 people.
Where is Oruba based?
Oruba is headquartered in Çankaya.
How does Oruba make money?
Two revenue lines are on record. Oruflow Device Sales are the primary driver. The others are software/Data Integration Services.
Who are Oruba's main competitors?
Direct peers on record are Laborie Medical Technologies and Natus Medical. Broad incumbents are Medtronic, Boston Scientific and CooperSurgical.
Does Oruba have an API?
No public API is recorded for Oruba.