The news: Oura is introducing a women’s health AI assistant, informed by medical research and reviewed by clinicians and experts, tailored to women’s specific healthcare journeys.

Why it matters: Women now make up the majority of Oura users, prompting the brand to deepen its focus on women’s health.

• Oura shifted focus to women’s health as its demographics moved to 59% women and 41% men in 2024, per the company.
• Last year, Oura added improved pregnancy and new perimenopause services with insights garnered from personal biometric changes. At the same time, Oura continued to evolve its menstrual cycle algorithm.

Implications for health tech marketers and brands: In a market driven by female consumers, AI is merely the baseline; true differentiation for health tech brands requires combining clinical rigor with empathetic, stage-specific support that reflects women’s lived experiences.

For instance, Oura’s AI advisor is intentionally non-dismissive and reassuring to appeal to women who’ve noted negative experiences of being ignored or not believed by healthcare providers. While Oura’s new AI tool focuses on women’s health, it underscores the opportunity for brands to use AI features as a stickiness play to keep consumers engaged within their apps rather than turning to generic tools platforms like ChatGPT.

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