Oura acquires AI primary care company Counsel Health for $625M

Smart ring maker Oura is making its biggest healthcare bet yet — a $625 million all-cash acquisition of Counsel Health, an AI-native primary care company. The deal, expected to close before year-end, will bring Counsel's platform directly into the Oura app, where users can chat with a medical AI, share their biometric data, and loop in a real physician for diagnoses, prescriptions, or referrals.

Counsel's model is built around physician oversight: AI agents take medical histories, retrieve clinical guidelines, and flag emergencies, while a proprietary "Clinician Cockpit" surfaces relevant data for physicians during encounters. The integration with Oura's continuous biometric data — covering 50+ health metrics — aims to make care more proactive, personalized, and immediate. The two companies have been partners since June and recently joined CMS' 10-year ACCESS Model to test wearable-plus-AI chronic care management for Medicare beneficiaries.

By the Numbers:

• $625M — all-cash acquisition price
• 5.7M — Oura's paid members
• 92% — Oura's year-over-year revenue growth (~$1.8B) for fiscal year ended Sept. 30
• 4.6/5 — average care satisfaction rating among Counsel members who saw a physician
• 90% — Counsel members who said Oura data improved their care

Why it matters: This acquisition reflects a fast-moving trend of wearable companies expanding into clinical care delivery — raising important questions about how AI-assisted, data-rich virtual care could reshape primary care access and the traditional patient-physician relationship.