Circular Growth Playbook

The founders realized that while smart rings were a growing category, they were too expensive and gated behind subscriptions—they wanted to build an 'Open' ring that was affordable for everyone.

The 'Subscription-Free' Value Prop & The 'Biofeedback' Haptic Loop: Circular tacticaly won by 'Pricing Freedom'. Their growth engine is 'The Haptic Vibration'—the first smart ring that can actually wake you up or alert you to notifications. By offering a subscription-free experience, they captured the users who were tired of 'Recurring Fee' fatigue from Oura. Their growth relies on 'The Enterprise-Health' pivot—offering white-labeled rings for clinical trials and insurance companies who need raw data without the consumer-facing app lock-in.