Oura Acquires AI-Driven Primary Care Startup Counsel Health for $625 Million

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Oura expands into healthcare by acquiring AI-native primary care platform Counsel Health for $625 million, aiming to integrate personalized medical services within its app. The acquisition follows Oura's postponed IPO and seeks to broaden its health offerings amid growing competition.

Oura, known primarily for its smart rings that monitor physiological data, announced on November 10, 2026, that it is acquiring Counsel Health, an AI-native primary care startup, for $625 million. Counsel Health offers an AI-powered healthcare platform combining a chat-based medical interface with licensed physician consultations. This service was integrated into Oura's app earlier in June 2026.

The acquisition follows Oura’s recent decision to indefinitely postpone its planned initial public offering, which was initially expected to value the company up to $2.2 billion. Oura cited uncertainty in the IPO market as the reason for this delay.

By acquiring Counsel Health, Oura aims to expand its ecosystem beyond physiological tracking to delivering direct access to medical care including preventative, acute, specialty, and chronic care services. Users within the Oura app can utilize Counsel's medical AI for personalized advice and quickly escalate to human physicians when necessary.

This move comes amid rising competition in the smart ring space, with challengers like RingConn and Ultrahuman gaining ground. Integrating a medical AI-driven healthcare platform positions Oura to differentiate itself and deepen its user engagement by enabling actionable health interventions.

Counsel Health was backed by notable investors such as Andreessen Horowitz and GV, having raised approximately $36 million before the acquisition. Post-deal, Counsel's CEO Muthu Alagappan will join Oura as chief clinical AI officer, along with Counsel's 70 employees, to continue developing AI-native care models. Oura plans to offer Counsel’s services not only to its membership but also expand to new enterprise clients.

In related financial news, Oura reported a 153% year-over-year revenue increase to $533 million for the quarter ending September 30, 2026, and approximately $1.75 billion in revenue for fiscal 2026, marking 92% growth from the previous year. The company was last valued at $11 billion following a $900 million funding round in October 2025.

The acquisition is expected to finalize by the end of 2027, reinforcing Oura’s strategy to integrate advanced AI-driven healthcare into its wearable technology ecosystem and broaden its footprint in personalized health management.