Oura moves its legal home to the US as revenues surge

Oura will shift its parent company from Finland to the US state of Delaware, even though most growth and many employees working on products remain in Europe. At the same time the company posted some big earning figures.

The reaction has been mixed. The financial results paint the picture of a company doing very well. But among users and long time followers, there is some unease about what this kind of legal move says about a company that started life in Oulu.

Strong financial results

Oura’s latest financial performance shows significant expansion. Revenue more than doubled from 367 million euros to approximately 840 million euros for the year ending September 2025. Operating profit also rose dramatically, climbing from about 12 million euros to 113 million euros, resulting in a healthy operating margin of 13.5 percent compared to just over 3 percent the previous year.

CEO Tom Hale expressed satisfaction with the results while speaking in Helsinki, noting this marks the third consecutive year in which Oura has roughly doubled its revenue. These figures illustrate that a wearables company focused on a specific product line can achieve fast growth while maintaining strong profit margins.

Shifting parent company to Delaware

Oura’s move to set up a holding company in Delaware hasn’t gone over well with everyone. Online chatter, especially on Reddit, shows that some folks are pretty disappointed that a company that started in Finland won’t have its legal home there anymore. Many comments reflect feelings of loss about their national identity and culture. People are worried that this change might make Oura feel less Finnish in the future.

This so-called Delaware flip means that instead of Oura Health Oy being the parent company, a new US-based company, Oura Inc., will assume that role legally. According to Oura, this shift is primarily a legal and administrative change intended to simplify global governance. It also facilitates future financing since large investors in the US prefer investing in Delaware-registered companies.

Delaware is a popular location for multinational corporations to establish legal headquarters due to favorable corporate laws and investor preferences. Oura’s leadership has clarified that this change will not affect product development, research, or where many engineers are based.

Also, about half of Oura’s workforce, will remain in Finland. The company has stated that it continues to expand teams in the region, with about a quarter of its Finnish workforce being hired in the past year.

Growth plans and market outlook

Oura has sold around 5.5 million rings so far. In 2025 alone, the US market brought in over a billion dollars in revenue. While Oura might not have a huge slice of the overall wearable market, both the company and industry experts believe there’s room for fast growth in the smart ring space compared to bigger categories like smartwatches.

For current ring users, the legal switch probably won’t change how the products work or how updates come through. For investors, it might make future funding a bit easier and could even pave the way for a public listing.

However, for some long-time fans in Finland, this change feels like the end of an era. Oura’s growth story is pretty impressive, but the strong emotional reactions show just how connected customers are to where the brand started.

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