Celebri­ties back Fin­nish health start-up

Business Standard - - ECONOMY - KATI POHJANPALO

Celebri­ties like Will Smith and Shaquille O’Neal are among the in­vestors who have pledged a total of $20 mil­lion to Oura Health, a Fin­nish startup that’s tap­ping into the surg­ing well­ness mar­ket with a health-track­ing ring.

The lat­est fund­ing round, led by Michael Dell’s MSD Cap­i­tal, brought in about 4.5 mil­lion eu­ros ($5 mil­lion), which will be used to ramp up pro­duc­tion. Among the roughly two dozen in­vestors was Smith’s Dream­ers Fund as well as YouTube Inc. co­founder Steve Chen.

With prices start­ing at 314 eu­ros and go­ing all the way up to 1,049 eu­ros for the di­a­mond ver­sion, the Oura ring’s sen­sors mea­sure blood flow, tem­per­a­ture and body move­ment and dis­play the data in a smart­phone app. The ad­van­tage of the ring over other track­ing wear­ables like bracelets and smart­watches is that it can eas­ily be worn while sleep­ing.

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