The CEO of $11 billion Oura explains why customers must shell out for subscription fees after paying $349 or more for the ring

Core Insights - Subscription fatigue is becoming a significant concern among consumers, yet Oura Health Oy remains committed to its subscription model, which has contributed to its valuation of $11 billion [1][2][4] Company Overview - Oura Health Oy, known for its smart ring, has a monthly subscription fee of $5.99 or an annual fee of $69.99, which supports ongoing product updates and innovations [3][4] - The Oura Ring 4 is priced between $349 and $499, and recent updates have included new integrations and features aimed at enhancing user experience [3] Industry Trends - Consumers are increasingly wary of subscription services, with many expressing concerns about "subscription creep," where the number of subscriptions becomes overwhelming [5][6] - A survey indicated that 39% of consumers canceled a subscription in the past two months, highlighting a trend of subscription fatigue even in popular sectors like streaming services [7] - The proliferation of subscriptions has led to a situation where users are managing multiple subscriptions, with some users having more than 17 subscriptions [5][7]