Oura signed a deal on November 10, 2026 to acquire Counsel Health, whose medical AI and board-certified doctors already sit in the Oura app for $159 a year in most US states. TechCrunch reports the price at $625 million. Nothing changes for members yet.
Oura has signed a deal to buy Counsel Health, the company behind the medical AI and online doctors already offered inside the Oura app. Oura announced the definitive agreement on November 10, 2026 without a price. TechCrunch puts it at $625 million. If you already pay for Counsel in the Oura app, nothing changes today, and Oura says it will share more “as the experience comes to the Oura App.”
What Oura is buying
Counsel runs a chat-based medical AI that answers health questions and reads lab results, supervised by board-certified physicians. When a chat needs a doctor, Counsel physicians can diagnose, treat, order labs and prescribe, Oura says. The two companies have worked together since May 2026, per Oura. Members reach it through Oura Labs, the app’s section for features still in testing.
Counsel founder and CEO Dr. Muthu Alagappan will join Oura as chief clinical AI officer along with Counsel’s 70 employees, TechCrunch reports, citing Bloomberg. Counsel raised a $25 million Series A a year ago led by Andreessen Horowitz and GV. Counsel will keep selling to health plans and health systems, including care for people who don’t wear an Oura Ring, according to Oura’s announcement.
The two sources disagree on timing. Oura says the deal should close “near the end of this year.” TechCrunch says it is expected to close before the end of 2027. Neither names the conditions for closing.
What it costs today
Oura’s Counsel page sets the current terms:
- Free trial: 30 days of Counsel’s medical AI.
- Paid plan: $159 a year for unlimited medical AI and doctor chats, with your Oura data and past conversations available to the doctor if you allow it. Of that fee, $76.50 goes to Counsel Medical Group for physician visits.
- Extras: no co-pay or insurance for visits, but treatment, prescriptions and labs can cost more.
- Where: US only on Oura’s page, and not in Arkansas, the District of Columbia, Kansas, Mississippi, New Mexico, Rhode Island, Washington or West Virginia. Canada is not mentioned.
That plan sits on top of the Oura membership the ring itself needs. Our Colmi R09 vs Oura Ring 5 comparison lists the ring and membership prices. Oura says Counsel physicians see your ring data and chat history only with your permission. Its June page says Counsel is HIPAA-compliant and SOC 2 certified and that neither company will sell your data. Counsel is not for emergencies.
An Oura ring now comes with a doctor attached
Until now, a sleep ring told you something looked off and left the next step to you. Oura is betting members will pay to close that gap inside its app. More than half of Counsel users in Oura Labs have shared their ring data with their physicians, Oura says. The deal comes as Oura grows fast but stays private: TechCrunch reports revenue of $533 million for the quarter ended September 30, up 153%, and an IPO of up to $2.2 billion postponed indefinitely.
For a buyer, the decision is still about the ring. If you want sleep and recovery data, our sleep tracker guide shows you can get most of it for far less. If you live in a covered state and would use an on-demand doctor who already sees your sleep, heart rate and temperature trends, the $159 plan is a reason to pick Oura over a cheaper ring. Owning Counsel gives Oura control over that plan’s price and features. Until the deal closes and Oura publishes new terms, judge the plan on today’s price and today’s state list.