ŌURA, the healthcare wearables company known for its namesake ring, has agreed to pay $625m in an all-cash deal to acquire primary care specialist Counsel Health in a move that expands the former’s presence in the personalised and primary care sectors.
Artificial intelligence (AI) native Counsel operates in segments ranging from health plans, health systems, and consumer health, assisting healthcare professionals (HCP) and patient users via a message-based interface. By combining medical AI with in-house physicians, the Massachusetts-based company provides personalised and 24/7 care.
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By replacing outdated access points like nurse advice lines and legacy telehealth, Counsel says its offering aims to assist its partners in reducing unnecessary downstream utilisation of healthcare, lowering costs, and improving member engagement.
Oura’s wearable ring, meanwhile, tracks over 50 different physiological signals and biometric metrics, including heart rate and heart rate variability (HRV), blood oxygen levels (SpO2), and users’ skin and body temperature trends.
By uniting the companies’ respective competencies, Oura members will be able to start from an Oura insight or immediately chat with Counsel’s medical AI to receive medical advice. And when required, these conversations can escalate to a Counsel physician via Oura’s App, thereby giving its members the ability to “receive care across a spectrum of needs”, Oura stated.
Oura and Counsel first partnered in May 2026, giving the former’s members the ability to use Counsel’s AI-driven chat and on-demand physician access services within the Oura app. Under the transaction, which is expected to close before the end of 2026, the companies intend to expand their initial pair-up to focus on preventative, acute, and speciality and chronic care.
The combined company is mooted to accelerate the delivery of the Finnish company’s vision of “more proactive, personalised healthcare”, it stated.
Explaining further, Oura’s CEO, Tom Hale, said: “Oura helps members understand their physiology and, with Counsel, they can take action on their health across a range of needs, from quick questions and prescriptions to lab results, chronic care, and referrals.
“Together, we can create a new model of care that extends the current healthcare paradigm by delivering an experience that’s more immediate, personalised, and proactive.”
David Shuman, executive chairman of Oura, stated that the company achieved “record growth” of 153% in its most recent quarter, giving it the confidence to invest $625m into acquiring Counsel. Ahead of acquiring the company, Oura had been planning a $2.2bn initial public offering (IPO) on the Nasdaq exchange that observers projected would give the company a valuation exceeding $15bn. However, Oura tapped the brakes on the planned IPO on 29 September, mere hours before pricing its shares, citing “market uncertainty”.
Oura’s outlay for Counsel represents its latest foray into the healthcare space. The company entered the consumer diabetes space in May 2025, offering a new glucose feature for its ring that uses insights from Dexcom’s over-the-counter (OTC) continuous glucose monitor (CGM) Stelo.
