ŌURA

Finland-based ŌURA manufactures a sleep and personal wellbeing tracking ring. The ring, which is paired with an app, helps users track several facets of their life, including sleep, heart rate, fitness, wellness, and period cycles. Users can use the company’s companion app to see the results of the Oura ring’s sleep tracking, including access to sleep quality measurements, personalized suggestions on how to improve sleep quality, measurements of blood oxygen, calorie tracking, workout tracking, and access to a library of audio wellness sessions. The app and ring can also help users track their period cycles based on changes to the user’s body temperature. The Oura app also has a community feature through which users can share their health metrics with chosen friends and family, send reactions, and check in on users in their “circle.”

In October 2023, ŌURA launched an AI-based journal function available to users via its app. This function enables users to record short journal entries using a single gesture to record moods and mental states, with Oura’s speech recognition software automatically transcribing the entry. The company also announced that later in 2023, it would launch a “stress resilience” function that will help provide insights, educational material, and recommendations for managing stress to improve overall health.

In September 2024, the company acquired Veri, a Finnish personalized metabolic health company, for an undisclosed amount. As a part of the transaction, a significant portion of Veri's team, including its three founders, joined Ōura as employees. Ōura planned to integrate Veri's expertise to expand its offerings in metabolic health, which is a key area of interest for Oura members.

In October 2024, the company launched the Ring 4. At the time of launch the device was priced at USD 349, and replaces the earlier Ring 3. The Ring 4 was designed to provide more accurate health tracking and features approximately double the number of sensors compared to its predecessor, advanced algorithms tailored to individual physiology, and a sleeker titanium design with recessed sensors.

Also in October 2024, the company acquired Sparta Science, a health tracking startup that offered a data platform for analyzing health and performance information, for an undisclosed sum.Through the acquisition, Ōura planned to integrate Sparta's Trinsic platform into Ōura's B2B offering, Ōura Teams.

As of September 2024, the company operates on a D2C basis charging USD 299 to USD 349 per ring, which includes a six-month membership to the companion app. After this period, users have to pay USD 5.99 per month to access the app’s additional insights and content library.

Key customers and partnerships

ŌURA has secured several partnerships with brands over its existence, including Gucci, Natural Cycles, and Therabody. While the company has secured several sales partnerships with retailers such as Best Buy and Equinox, the company has also signed several product collaboration partnerships with providers such as Strava, Veri, and Supersapien.

ŌURA partnered with fellow meditation and psychological wellness provider Headspace in October 2023, to help further Headpsace’s mission of revolutionizing mental health wellness. Through the partnership, Oura announced a new feature for its ring, “Daytime Stress,” which helps Oura users identify specific stress triggers via changes in heart rates and temperature. After being alerted to high-stress situations, Oura users are able to access Headspace’s stress-focused content like guided meditations, breathing exercises, and muscle relaxation techniques to help users overcome specific stress triggers.

ŌURA additionally expanded its retail partnership with Best Buy in October 2023 to begin selling Ōura rings at 124 Best Buy locations across Canada in addition to them being sold in Best Buy locations across the US. Additionally, 25 locations in Canada would include a “shop-in-shop” experience that will involve educational videos, interactive experiences, and the ability to browse various Ōura ring styles and sizes.

In April 2024, ŌURA partnered with US-based retail corporation Target to sell its wearable tech in stores and online. Through the partnership, customers could easily access Oura's smart rings in physical Target stores and receive in-store sizing experiences. The collaboration also included an online option of buying a sizing kit for USD 10, with a gift certificate to compensate for the initial cost.