The Oura ring is a chunky band that comes in a series of colors, including silver and black. Like other devices, it contains a series of sensors that help the user monitor sleep, stress levels and other health indicators. The accompanying Oura app can also provide women with data about their menstrual cycles and perimenopause symptoms.
The device also includes Oura Advisor, an AI agent that serves as a personal health coach and correspondent. Hale says female customers, in particular, are drawn to the feature, and that interviews with customers show the advisor has taken on a role akin to a trusted confidante.
“Well, we use the Advisor because it’s an infinitely empathic and infinitely patient partner who understands intimately my physiology and is always there for me,” Hale said, summarizing customer descriptions of the Advisor. He noted that, in response to user requests, Oura now lets customers give their Advisor a name.
The Oura CEO said the overall popularity of ring wearables stems in part from a desire from some consumers wanting a more discreet type of device that doesn’t signify an athletic lifestyle.
“You’re not wearing an iPhone on your wrist. You’re not wearing a big muscle-y watch that says ‘I hunt! or I hike! or I bike! It’s a statement that’s a little bit more subtle,” Hale said.
He also noted that the wearable ring category includes both devices worn at all times, as well as for more specific situations, and that the sector won’t be winner-take-all. “There won’t be one ring to rule them all,” he said.
