Oura CEO Says Its Subscription Model Is Here to Stay

Oura Health Oy, the popular smart ring maker, has no plans to abandon its subscription-based business model even as rivals experiment with cheaper hardware and no recurring fees.

In a recent interview, Chief Executive Officer Tom Hale said the subscription model is necessary to support the company’s focus on accuracy and long-term health insights. The recurring fees result in continued value, he argued, as the service delivers deeper health benefits over time and the brand gradually adds new and more sophisticated features.