Senior Tax Manager, Oura

The company gained an early profile after its collaboration with Gucci which created mainstream publicity and may have given it a leg up on the competition. With the smart ring market forecast to keep growing, Oura certainly finds itself in a promising position as it moves to build out its operations and refine the product.

The bottom line for Oura will be customer satisfaction and demand, which does make its mixed reviews so far a little troubling. That said, the announcement of its new "Circles" social feature, on top of an integration with InsideTracker and acquisition of "wave to pay" company Proxy, all look set to increase the functionality of the ring and could well win more consumers over.