What Consumers Pay for Health Insight in 2026: The Price Map for Wearable Memberships, AI Coaches, Blood Panels and CGMs

Oura charges $5.99 a month to interpret a ring. Garmin charges $6.99 to interpret a watch it already sold you. Google charges $9.99 for a coach that reads the Fitbit data it collects for free. Withings charges $9.95, Polar $8.99, Strava works out to $6.67, Bevel to $8.33. Five different kinds of company, selling five different things, and the price of the interpretation layer landed in the same $4 window.

That convergence is the most useful fact in consumer health pricing right now, and it is not a coincidence. This is the map of what people are actually asked to pay, what the money buys, what is still free, and what it means if you are the one setting the price.

The band

Fifteen subscriptions, three kinds of seller, one cluster. Everything that sells interpretation of data the user already generates lands between about $6 and $10 a month on the annual plan. The three things that sit above the band are not more insight. They are a device in the fee (WHOOP), a bed in the fee (Eight Sleep), or, off the chart, consumables and clinicians.

Table 1: subscriptions attached to a device brand

Two things stand out. The optional add-ons cluster tightly: Garmin, Google, Withings and Polar are all within $3 of each other. And the two brands that make the fee unavoidable, Oura and WHOOP, are the two whose businesses are described in a public S-1 and a $10.1 billion private valuation respectively [2][45]. Oura’s filing shows why: membership carries roughly an 89% gross margin against about 46% on the ring, and 85% of members are still paying twelve months later [2][3]. The ring is priced as the acquisition channel for the subscription, and the subscription is the business.

Table 2: software on data the user already has

These apps read HealthKit, Health Connect or a device’s cloud API. They own no sensor and sell interpretation only, which makes them the cleanest read on what interpretation alone is worth.

The pure-software apps that price under the band, Athlytic and Gentler Streak, are the ones that do one thing on one platform. The ones inside the band, Strava, Bevel, Runna, are the ones with a coaching or social layer. Nothing that sells interpretation alone gets above $10 a month.

And at the bottom of the table is the new floor. OpenAI and Samsung now give away question-and-answer over a user’s health data. That is what every $9.99 coaching tier is now priced against, and it is worth reading the Health AI wars piece with that in mind.

Table 3: labs, sensors and consumables

This is where prices leave the band, because the fee is buying something physical or someone’s time.

The interesting movement here is downward and outward. Function cut its price by 27%. WHOOP opened its labs to people who own no WHOOP. Oura put a $99 blood panel inside a $5.99 membership. The recurring interpretation layer is drifting up toward $10; the one-off measurement layer is being discounted and unbundled. For where that pattern came from, see bloodwork goes consumer.

What the money buys, and what stays free

Read the “free without it” column again and a pattern appears. With one exception, nobody charges for the data.

Google keeps steps, sleep stages and heart rate free and charges for the coach [13]. Garmin said, in as many words, that everything Connect did before Connect+ stays free, and charges for AI insights and a dashboard [8]. Withings keeps core tracking free and charges for Withings Intelligence and clinician ECG review [17]. Bevel’s free tier includes recovery, sleep, strain and stress, and Pro gates the intelligence layer, health records and biological age [29]. The paid thing is interpretation, continuity and clinical adjacency. The measurement is the free sample.

The exception is Oura, which gates almost everything behind the membership [1]. Oura can do this because the ring has no screen and the app is the product, and the S-1 shows the strategy working: 5.0 million paying members, 85% twelve-month retention, a 65% daily-to-monthly active ratio [2]. WHOOP is the other pole. It does not charge for data either, in a sense, because it does not charge for the hardware. Everything is one fee.

Both extremes work. What the market has punished is the middle case: charging existing owners for capabilities they felt they already bought. Garmin’s Connect+ launch generated a backlash loud enough to become a genre of headline [10]. Polar followed with its own paywall weeks later and met the same response. Coros turned the refusal into marketing, with its CEO telling TechRadar in May 2026 that “if the profit from hardware sales is able to cover it, then we’ll find a way to offer it for free” [19]. Ultrahuman returned to the US in June with a ring whose pitch is that it charges $0, forever, for what Oura charges $72 a year [24]. And sixteen months after Connect+, Garmin itself launched CIRQA, a $199.99 band whose press release leads with the absence of a subscription [11].

Notice what CIRQA and Fitbit Air are, though. They are $99 to $199 devices from brands that also sell a $6.99 to $9.99 insight tier. The no-subscription band is the free sample for the subscription, at hardware margin.

The annual discount tells you who owns the lock-in

One more number from the tables that nobody publishes: the discount for committing to a year.

The hardware brands discount the annual plan by 3% to 17%. The software-only apps discount it by 30% to 63%. Oura, the brand with the strongest retention, barely discounts at all, and still 63% of new members start on the annual plan [3].

The reason is that a hardware brand does not need to buy commitment. The device on your finger is the commitment. A software app that reads HealthKit can be replaced by another one on Sunday afternoon, so it pays roughly half its monthly revenue to make you stay. If you are pricing a health feature and you own no sensor, that is the cost of not owning one, expressed as a discount.

What moved in eighteen months

Prices went both ways, and the direction depended on what was being sold.

Up, and all of it interpretation. Fitbit Premium’s $79.99 annual became Google Health Premium’s $99.99 on 19 May 2026, a 25% increase, with the Gemini coach as the justification [13]. Strava went from $59.99 to $79.99 a year, its first increase in a decade [43]. Peloton raised every tier on 1 October 2025: All-Access from $44 to $49.99, App+ from $24 to $28.99, App One from $12.99 to $15.99 [33]. Garmin and Polar introduced paywalls where none had existed [8][18]. Oura’s new base ring launched at $399 against the Ring 4’s $349 [4].

Down, and all of it measurement or hardware access. Function from $499 to $365 [37]. WHOOP Advanced Labs opened to non-members [6]. Amazfit made Zepp Aura free for Helio Ring owners [25]. Ultrahuman removed the fee entirely [24]. Garmin shipped a no-subscription band [11]. Google shipped a $99 tracker [12].

The line between the two lists is the line between recurring interpretation and one-off measurement. Interpretation is consolidating toward $10 a month. Measurement is being pushed toward the price of the sensor.

Who else pays

The list price is increasingly not what the user pays.

Bundles. Google Health Premium is included in Google AI Pro at $19.99 a month and in AI Ultra [15]. Apple Fitness+ is in Apple One. Strava and Runna sell a joint $149.99 subscription that undercuts the two separately by about 25% [27]. The health tier is becoming a line item inside a general subscription, which is a very different competitive position from a standalone $9.99.

Pre-tax dollars. Oura’s membership, Oura Health Panels, Superpower, Stelo and Lingo all state HSA or FSA eligibility on their own pages [1][38][39][40]. For a US buyer with one of those accounts, the real price is the list price less their marginal tax rate.

Third parties. Oura’s S-1 names health plans, employers and care providers as the next population [2]. A WHOOP affiliate has been selected for the CMS ACCESS chronic-care payment model [44]. Employers have bought wellness subscriptions on behalf of staff for a decade, and insurers are working out how to do the same. When the payer is not the user, the $6 to $10 anchor matters less than the procurement cycle.

Five things this means if you set a price

1. The reference price for interpretation is set, and it is $6 to $10. Not because a cartel met, but because a decade of consumers has told a dozen companies what a monthly explanation of their own body is worth. Price above it only if the fee carries hardware, consumables or a human.

2. Gate the interpretation, not the data. Every brand that survived the subscription backlash did the same thing: kept the measurements free and charged for what they mean. Google’s transition is the template, and Oura is the one exception that a screenless product can afford.

3. Your annual discount is a confession about your lock-in. If you own no sensor, budget for the 40% to 60% the software-only apps pay. If your feature lives inside a product people already use daily, you can price like Garmin and Google at 17%.

4. Plain Q&A over health data is now free. ChatGPT Health and Samsung’s assistant have put a $0 price on “ask a question about your sleep” [22][36]. What remains sellable is continuity (a coach that remembers), proactivity (a nudge before the user asks), and integration (the one place all the sources meet). Design the paid tier around those three or it will be compared to a free chat box.

5. The measurement layer is heading toward hardware cost. $99 trackers, $199 bands, $0 rings and unbundled labs mean the sensor is no longer where the margin is. It is in the subscription the sensor recruits for, and that is true whether the sensor is a ring, a watch, or the phone the user already owns.

Where we sit

Sahha sells to companies, not consumers, so none of these prices are ours. We compiled this because our customers set prices on top of the data we deliver, and the question we are asked most often about pricing is not “what should we charge” but “what does everyone else charge.” Until now the answer was scattered across forty pricing pages.

Two observations from our side of the table. The brands in the $6 to $10 band all own a device, and yet the thing they charge for is software: scores, trends, coaching. The value has already migrated from the sensor to the interpretation. And the free tier of every one of them still leaves a large population uncovered: the people who own no ring, watch or band at all, who in every market we can measure are the majority. Those people carry a phone, and the interpretation layer is worth the same to them.

The short version

Interpretation of health data costs $6 to $10 a month from anyone who sells it, whether they make rings, watches, scales or software. Above that band you are paying for hardware in the fee (WHOOP at $199 to $359 a year), a bed (Eight Sleep at $180 to $288), consumables (CGMs at about $89 a month) or clinicians (labs at $199 to $899 a year). Hardware brands discount annual plans by 3% to 17%; software-only apps by 30% to 63%, because the device is the lock-in and software has to buy it. In the last eighteen months interpretation prices rose and measurement prices fell, and two trillion-dollar companies set the price of asking a question about your own data at zero.