The Tiny Ring Taking on Tech Giants

Oura, a small Finnish company, has made a big splash with its sleep-tracking ring. Unlike bulky smartwatches, Oura's ring is sleek, light, and screen-free. It's become a favorite among celebrities like Jennifer Aniston and CEOs, helping them track sleep and activity. But with big players like Apple and Google entering the health tech game, Oura faces stiff competition. The company is on track to hit $1 billion in sales this year, with over 5. 5 million rings sold. But Oura's CEO, Tom Hale, knows they can't rest on their laurels. He sees a future where Oura rings connect with other devices, like smartphones, to gather even more health data. The company believes that the finger is the best place to track health metrics, but they're open to exploring other body parts, like the ears or torso, for more data.Oura isn't planning to make these new devices themselves. Instead, they're looking to partner with other companies. They've already teamed up with Dexcom, a glucose monitoring company, to combine data. Hale also sees potential in using smartphones to capture health signals, like analyzing a person's cough or stress levels through their voice. But competition is heating up. Google, Apple, and Samsung are all ramping up their health offerings. Google has an AI health coach, Apple added hypertension alerts to the Apple Watch, and Samsung launched its own health tracking ring. Hale believes Oura's independence is a key advantage, as trust is crucial in health tech. Oura's ring starts at $349, with a $6 monthly subscription for most features. To stay ahead, they'll need to keep improving their software and insights. Hale sees potential in helping people with chronic illnesses manage their symptoms, but that requires tailoring their apps and readings to individual needs.