Oruba

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.

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

Headquarters

HQ city

Çankaya

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. 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.
2. Software/Data Integration Services: Ongoing data synchronization and integration services with HIS/HBYS systems, cloud connectivity, and potential software updates.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• HL7/PACS SystemscoreTechnology or IntegrationTechnical 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 DistributorscoreChannel Partner/ Reseller/ DistributorDistributor 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

Direct 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

• Xx.com/orubamedical
• LinkedInlinkedin.com/company/oruba-medical-technologies

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oruba