Another European HealthTech darling out of Finland, Oura embodies the following: wearables are definitely "in" - from FitBit to Whoop to Oura, the era of real time tracking for consumers has led to a boom of innovation in the field, with a multitude of ways to cut the data collected to create insights for the people who subscribe to these wearable services. This strategy - of a medical device as a way to increase interaction on connected proprietary software platforms that users love - is probably hear to stay. What's interesting about Oura is how the way they've done it - focusing on rings that are less cumbersome and obvious than wristwatches or other larger hardware. Oura's growth has been incredible - including landing partnerships with larger brick and mortar players like Best Buy to grow from direct-to-consumer strategies to (hopefully) widespread adoption. (September 2023)