Oura's subscription isn't going away, and I get why

Oura Ring 4 Ceramic next to the Oura app.

What you need to know

• Oura’s CEO says the monthly fee is staying and that it’s central to the company’s strategy.
• Oura uses recurring revenue to improve algorithms, analyze user data, and invest in long-term health research.
• The company claims millions of subscribers actively use the app, with most checking in multiple times a week.