"Oura's membership model is what powers ongoing innovation, and we see strong evidence that members continue to find meaningful value month over month with a better than best in class retention rate," Hale said in a comment to Fortune."
"While subscriptions can make life more convenient by reducing the need to constantly re-order items and services, they can also cause expenses to add up quickly," Hamilton told Fortune."
Oura charges $5.99 per month or $69.99 per year to support ongoing software updates and feature development for its Ring 4, which retails between $349 and $499. The company added two new integrations and 14 new features in the past year, including functionality for pregnancy tracking and cumulative stress. The membership model underpins continued innovation and yields retention rates reportedly above industry benchmarks. Consumers are exhibiting subscription fatigue and concern about subscription creep. Average users add two to four subscriptions annually, and roughly 25% of users hold more than 17 subscriptions, which can quickly increase expenses.
Read at Fortune
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