Oura buys Counsel Health for $625M to expand into primary care

Oura acquires Counsel Health

Oura announced on Tuesday it is acquiring AI-native primary care company Counsel Health for $625 million. The deal comes weeks after Oura postponed its up to $2.2 billion IPO indefinitely.

What Counsel Health does

Counsel Health is an AI-powered healthcare platform combining chat-based medical experience with access to licensed physicians. Its service was integrated into the Oura app in June.

Expanding Oura's offerings

Users can connect with Counsel's medical AI for personalized advice and chat with physicians within the Oura app. The companies plan to expand across preventative care, acute care, and specialty and chronic care.

Oura faces smart ring competition

While Oura has dominated the smart ring market for years, rivals like RingConn and Ultrahuman are emerging. The acquisition helps Oura expand its business and keep innovating under competitive pressure.

Counsel's leadership joins Oura

Counsel CEO Muthu Alagappan will join Oura as chief clinical AI officer, alongside the company's 70 employees. Counsel will continue serving existing and new enterprise partners beyond Oura's membership.

“Oura's data gives clinicians objective context, trended biometrics, and member engagement to deliver more informed care.”

Deal closes before end of 2027

The acquisition is expected to close before the end of 2027. Oura reported revenue grew 153 percent year-over-year to $533 million for the quarter ended September 30.