Oura, the company behind a smart ring that tracks sleep, activity and heart health, said on Nov. 10 it has agreed to buy Counsel Health for $625 million in cash, an amount that can still be adjusted. Counsel offers the kind of everyday care a family doctor gives, starting with an AI chat. People chat with its medical AI first, and can bring in one of its board-certified doctors, who can diagnose, prescribe and order lab tests. Oura says the deal takes it from helping members understand their health to helping them act on it.
The two companies have worked together since May, and Oura members can already try Counsel as an early test feature, ahead of its full arrival in the Oura app. It is offered only to U.S. members, and not yet in seven states and Washington, D.C. Oura offers a free 30-day trial of the medical AI, then charges $159 a year for unlimited use of the AI and the doctors, a plan that renews automatically. Treatment, prescriptions and lab tests can cost extra. To use Counsel, members must agree to share their ring data, such as sleep and heart trends, with its AI and doctors, and they can stop sharing at any time.
David Shuman, Oura's executive chairman, said record growth and more than six million members gave Oura the confidence to spend $625 million in cash. Oura says its revenue rose 153 percent from a year earlier to $533 million in the three months to Sept. 30, and reached about $1.75 billion, up 92 percent, in its business year that ended Sept. 30. It calls the figures preliminary and unaudited. The purchase comes after Oura said in September that it planned to sell shares on a U.S. stock market, but the listing was delayed because of volatile markets, according to a news report.
Counsel, started in 2023, also offers its service through health insurers, hospital groups and employers, and says more than 8 million Americans can use it that way. It says it will keep serving those partners after the sale without requiring anyone to own an Oura ring. People who use Counsel's own app can keep using it for now, and Counsel says it will share more about their future in the coming weeks.
Oura notes that its ring is not a medical device and is not meant to diagnose or treat illness, and that Counsel is not for emergencies. The deal still has to meet the usual closing conditions and is expected to close before the end of 2026. Oura says only that Counsel will soon be a full part of the app, and has not said whether the $159 yearly price will change.