The Pulse

Oura agrees to buy AI primary care company Counsel for $625 million

Oura has agreed to acquire Counsel Health for $625 million in cash, subject to purchase price adjustments. The companies plan to build on an existing partnership connecting ring data with AI-assisted care and physicians.

AI.info Team · · fact-checked · against 3 sources ↓ · Published 11 Nov 2026

Oura has agreed to buy AI primary care company Counsel Health for $625 million in cash, subject to purchase price adjustments. The transaction, announced November 10, is expected to close before the end of the calendar year, subject to customary closing conditions.

The companies have worked together since May 2026. Their existing service lets Oura members start with a health insight or chat directly with Counsel’s medical AI in the Oura app. A conversation can then be escalated to a board-certified Counsel physician when needed.

From ring data to care

The companies plan to extend their partnership across preventive care, acute care, and specialty and chronic care. The planned work includes ongoing support for reproductive health, aging and cardiometabolic health.

Counsel combines medical AI with in-house physicians. Its clinical AI system uses specialized agents for tasks including taking medical histories, retrieving clinical guidelines, reviewing records and detecting emergencies.

During a chat, patients can choose to bring in a Counsel physician, who can provide a diagnosis, prescriptions and referrals as appropriate. Counsel physicians also use an interface that brings together a patient’s medical record and health trends and offers clinical suggestions.

Sharing and reported results

Counsel doctors can see a member’s Oura data and past conversations only with the member’s permission, according to Oura. More than half of Counsel users in Oura Labs have shared their Oura data with their physicians since the partnership began, the company said.

The acquisition announcement said more than 90% of surveyed members using Counsel reported that their Oura data helped them receive better care. Members who saw a Counsel physician rated their care experience 4.6 out of 5, Oura said.

In a separate post, Counsel founder and CEO Dr. Muthu Alagappan said the service had achieved an average physician response time of two minutes. He said 96% of medical concerns were addressed without escalation.

Enterprise customers and finances

Counsel also serves people through partnerships with health plans, health systems, consumer health organizations and employers. After the acquisition, it will continue serving existing and new enterprise partners, with a goal of extending its care model beyond Oura’s members.

The platform will not require existing or new enterprise partners to have or purchase Oura Rings, Alagappan said. For now, existing users can continue using Counsel’s consumer app for symptoms, everyday medical questions and ongoing primary and chronic care needs.

Oura said revenue for its fiscal fourth quarter ended September 30, 2026, rose 153% year over year to $533 million. The company reported $87 million in adjusted EBITDA for the quarter, a 16% margin.

For fiscal 2026, revenue was approximately $1.75 billion, up 92% year over year, according to Oura. The financial results are preliminary and unaudited and may change as the company completes its year-end close and audit.