Oura Plans International Expansion and New Features as Smart Ring Market Heats Up
Oura, a pioneer in the smart ring market, is accelerating its international expansion and enhancing its features, positioning itself as a leader in health-focused wearable technology. CEO Tom Hale believes the company’s focus on health and scientific rigor distinguishes it in an increasingly competitive field, where even tech giants like Samsung are now entering the market with products like the Galaxy Ring.
Oura’s flagship product, the Oura Ring 4, is packed with health-tracking sensors, providing insights into users’ sleep quality, daily readiness, and physical activity levels. Founded in Finland in 2013, Oura has established itself as a key player in the smart ring market, selling over 2.5 million units and currently holding an estimated 49% market share, according to CCS Insight.
Hale sees the entry of major tech brands as an endorsement of the smart ring’s potential. He notes that rather than negatively impacting Oura, the increased awareness has actually strengthened its business. In an interview at the Web Summit in Lisbon, Hale detailed Oura’s plans to extend its international presence, particularly in Western Europe. Countries like the U.K., Germany, France, and Italy are high on Oura’s list for expansion, driven by growing interest in the unique benefits of smart rings.
Oura’s dedication to health-focused innovation is evident in its ongoing effort to receive U.S. FDA approval for diagnostic use of its ring, though Hale refrains from providing specific details. The company emphasizes user privacy as central to its mission, distinguishing itself from traditional tech companies that treat data as a business asset. “Our approach to data privacy is unique because we see ourselves as a healthcare company,” Hale explains.
Oura’s subscription model supports its service-based approach, with nearly 2 million users paying $5.99 monthly for insights provided through the Oura app. According to Hale, this model gives Oura the profile of a software company despite its core hardware product, proving effective as subscribers continue to see value in the insights provided.
The company’s next frontier is nutrition tracking, an addition Hale says will form a new pillar of user health insights. Recently, Oura acquired Veri, a metabolic health startup that uses continuous glucose monitors (CGMs) to analyze blood sugar levels. Together with Oura’s meal-tracking feature, this integration can show users how specific meals impact glucose levels, helping them make informed dietary choices.
However, Hale is cautious about predicting the development of non-invasive glucose monitoring technology, often considered a “holy grail” in wearable tech. He acknowledges it as a complex challenge that may remain unsolved for the foreseeable future, though he remains open to future advances.
Oura is also exploring artificial intelligence to deliver more personalized insights to users. The company is testing “Oura Advisor,” an AI-powered virtual assistant designed to act as a “doctor in your pocket,” delivering tailored health recommendations based on users’ data.
Looking to the future, Hale hints at Oura’s plans to introduce new hardware products, expanding beyond rings. Although he did not reveal specific details, this move aligns with Oura’s strategy to cement itself as a holistic health brand. Additionally, Hale hints that Oura may consider partnerships with other devices, even those not directly under its brand, to expand its health ecosystem.
While an initial public offering (IPO) could be on the distant horizon, Hale emphasizes that remaining private currently offers Oura greater operational freedom. This flexibility allows the company to prioritize long-term goals, even if it means taking on risks that may not immediately generate profit.
As Oura continues to push the boundaries of wearable health technology, its health-centric approach and international expansion strategy underscore its commitment to establishing smart rings as essential health-tracking tools in global markets.
