Most luxury concierge services are built for life’s big moments like finding a last-minute villa or making the finishing touches on a once-in-a-lifetime trip. But a new app is betting the ultrarich want help in life’s small moments, too.
Aurora, an invite-only app, pairs AI with human experts to manage members’ dining, travel, luxury goods, wellness services, and more. Members are charged a $10,000 annual fee, plus a $5,000 initiation fee, according to company materials reviewed by Fortune. The company bills itself as a “luxury lifestyle manager” since members can connect their calendars and wearable tech like Whoop and Oura, and Aurora uses that data to anticipate what they’ll need before they ask.
